Most small businesses believe marketing starts with SEO, Google Ads or Facebook campaigns. Keith Levenstein, Managing Director of ET Artificial Intelligence Systems, says they are skipping a critical first step that is quietly undermining every rand they spend.
“Advertising is powerful, but it only works if the destination is ready,” says Levenstein. “Too many businesses are driving traffic to broken links, outdated phone numbers and inconsistent information. Customers notice. Search engines and AI systems notice. And once trust is broken, it is very hard to recover.”
Levenstein recently reviewed the online presence of a local venue and found a textbook case of digital inconsistency:
- The Google Maps website link led to a dead page.
- One profile listed a legacy @mweb.co.zaemail address while another email.
- Google Maps, Facebook and the actual website each displayed a different phone number.
“These are not rare mistakes,” he notes. “They are common, and they are expensive. A customer who cannot find a working phone number or lands on a broken page simply moves on to a competitor.”
The 15-Minute Digital Health Audit
Before any business launches a new campaign or redesigns its website, Levenstein recommends a short, practical audit:
- Search like a customer
Google your company name, then search for what you do without using the name (e.g. “family restaurant near me”). Note where you appear and what the customer sees first. - Audit Name, Address and Phone (NAP)
Confirm that your phone number, address and operating hours are identical across Google Maps, LinkedIn, Facebook, Instagram and your website. - Test primary links and forms
Click the website link on Maps and Instagram. Submit a test enquiry through your contact form and measure how long it takes your team to reply. - Standardise email branding
Public listings should not mix legacy ISP addresses (@mweb.co.za, @gmail.com, @telkomsa.net) with domain emails. Choose one professional inbox and use it consistently. - Review primary social pages
Check the date of the last post, follower activity, and whether messages or comments are going unanswered. Slow response times are visible to customers. - Query AI engines
Ask ChatGPT, Claude and Gemini: “What do you know about [Your Business Name]?” Inaccurate or incomplete AI answers are becoming a real discovery channel. Then provide the AI platform with more information and ask what additional information is needed.
“You do not need to redesign your website or launch a major campaign tomorrow,” Levenstein concludes. “Start by fixing what is already out there. Clean, consistent information is the foundation every other marketing activity sits on. Without it, you are simply paying to advertise the wrong details.”
About ET Artificial Intelligence Systems
ET Artificial Intelligence Systems designs, implements and manages AI agents and chatbots that help businesses improve customer service, product knowledge and operational efficiency. Based in Johannesburg, the company works with organisations that want practical AI solutions rather than hype.
Media Contact
Keith Levenstein
Managing Director
ET Artificial Intelligence Systems
Tel / WhatsApp: 083 634 9393
Email: [email protected]
Website: www.et-artificial-intelligence.co.za
