Hi—I'm Joe. I help boutique brands use AI without losing what makes them human.
I'm Joe Williams, and I've been making complex tech simple since 2006. Started with SEO—demystifying search algorithms when Google was still mysterious. Built a London-based training company, taught thousands of businesses, and got featured in The Guardian and BBC.
In 2025, I launched Joe Wills as my AI consultancy. Same mission, evolved for what businesses need now: practical AI that actually works.
Back in the day, I ran Zen Optimise, then Tribe SEO, teaching businesses how to rank on Google. Became a Digital Marketing Institute lecturer. But I kept noticing the same thing: success wasn't about being the most technical. It was about understanding the tools and actually using them.
Why I Shifted to AI
While heading up audits at SEO Audit IO, I kept seeing the same pattern. Small businesses knew AI was important but were completely stuck on where to start. It felt exactly like SEO in 2006—powerful tech that most people couldn't figure out how to actually use.
That's why Joe Wills exists. Not to create another AI course or vague consultancy, but to build practical AI systems that work for real businesses.
The 90-Day AI Playbook
I developed the 90-Day AI Playbook because most businesses don't need AI theory—they need AI that works. We find someone in your team to be your AI lead, build 2-3 custom workflows for YOUR specific business, then train your team to actually use them and AI effectively.
No complex tech stack. Just Google Docs and step-by-step instructions that work with ChatGPT, Claude, or any AI tool. Real workflows for real work.
Small Teams, Big Impact
95% of businesses are small. Most don't have a tech person, let alone an AI specialist. That's exactly who I build for. Because small teams with the right AI workflows can move faster than companies 10x their size.
Your personality, your quirks, your way of doing things? That's your competitive edge. AI just helps you do more of it, faster.
Still Sharp on SEO
I still love SEO and keep my skills current through premium audits. If you need strategic SEO consultancy, check out my SEO services. But at Joe Wills, I'm focused on one thing: making AI work for boutique brands.
Let's Build Your AI Playbook
Ready to turn AI from overwhelming to obvious? The 90-Day AI Playbook is limited to 10 companies per quarter, ensuring you get proper attention and real results.
Based in Wales, working with boutique brands globally.