WAVES Framework (W = Web Presence): Build a Content System That Stands Out in the Age of AI

Over the next five weeks, the I explain the WAVES system for business content, starting with “W” for web presence and foundation. I argue content should be built as a reusable system—leveraging AI, automation, and tools—grounded in clear market positioning, ICP, and brand identity to avoid sounding generic. Key elements include a strong home base website, social proof through individuals (people trust people), and multiple conversion paths rather than just one.

I outline a funnel-based content strategy (top/middle/bottom) that balances proof (who you help) with counter-proof (what you reject) and emphasizes “what only you can say” to create an irreplaceable offer. Examples include automating daily posts with Claude CoWork, a “Content Path” tool, a targeting tool that builds Sales Navigator queries, GoHighLevel social planning, an SEO Content Writer tool, and lead-magnet pages that route YouTube traffic to a website and Skool

community.

Here is the companion document:

https://docs.google.com/document/d/1U4RAhC08GIgjGPd5ImPwgYl3eiKoEf5ReyomZaBCo4A/edit?usp=sharing

00:00 WAVES Overview

00:47 Build Once With AI

01:47 Stand Out With ICP

03:01 Home Base Website

03:59 Social Proof Trust

04:52 Multiple Conversion Paths

05:56 Content Funnel Levels

08:12 Reject Generic Messaging

10:38 Only You Can Say