The longer story
Why eseyo became .DotScott
After 16 years as eseyo, I’ve changed my business name. The About page gives you the headline version. This is what actually happened when I put AI to work on real websites, and why it changed my mind about my own job.
Read the short version on the About page
2000
First web design business
2005
Agency with design and development teams
2010
eseyo founded
2026
eseyo becomes DotScott
01
AI started doing parts of my job
I’ll be honest about where this started. Around January 2026, I watched AI tools begin to do things that used to take me hours: drafting page content, writing page titles and meta descriptions, even putting together whole page layouts.
After more than 25 years building websites, that’s an uncomfortable thing to see. So rather than ignore it, I set myself an intense learning programme. For 4 months I used AI on every part of my work I could: building pages in Elementor, managing and updating sites, and SEO tasks such as audits, keyword research and on-page fixes.
02
What I found when I let AI build websites
The short answer: AI is very good at producing something that looks finished. That isn’t the same as a good website.
Used at a basic level, without knowing precisely what to ask for, AI tends to produce sites with problems you can’t see from the front end:
Headings out of order, which confuses Google and AI search alike.
Weak page titles and descriptions: too long, repetitive, or missing the words customers search for.
Images with no alt text, and pages that load slowly on a phone.
Made-up details left in, such as an opening time or a service you don’t offer.
No structured data, so AI tools can’t easily tell what your business does or where it is.
The second lesson mattered even more. Someone without the background wouldn’t know any of this was missing, or why it’s important. The site looks fine, so they assume it is fine. Then it quietly underperforms for months.
AI doesn’t remove the need for expertise. It moves it.
The skill now is knowing what to ask for, checking what comes back, and spotting what’s been left out.
03
Why I stopped seeing it as a threat
Once I understood that, my view changed. AI isn’t replacing what I know; it’s the fastest way yet to use what I know. I bring the experience and the checklist in my head. AI does the heavy lifting in a fraction of the time.
Two recent jobs show the difference:
euroloo
A month’s work, finished in 4 hours
A complex task had taken almost a month and was only half done. I set up a safe staging copy and finished the rest in an afternoon.
Billericay Sports Therapy
Interview to new website in 3 weeks
From the first discovery conversation to a finished, live site, with every page checked before it went out.
That’s the real benefit for clients: work that used to be too time-consuming, or too expensive to justify, is now realistic, and you still get someone checking every detail. Read what clients say.
04
Why the name changed now
The name had been bothering me for years. I’d thought about becoming DotScott more than once, and it never felt like a strong enough reason on its own. This time it did: changing how I work this much deserved a name that says it, and one that’s simply my own.
Then
eseyo
A play on “SEO”, said “S-E-O”. Clever, but I spent years spelling it out on the phone.
Now
.DotScott
Joining the dots on your web & AI journey. Same person, same dot.
What doesn’t change
You still deal with me, directly.
Your website is looked after exactly as before.
Contracts and invoices carry on as normal: DotScott is a trading name of the same company.
05
Three questions to ask whoever looks after your website
If someone else manages your website or SEO, these are worth asking:
How are you using AI on my site, and how do you check what it produces?
“We don’t use it” and “it does everything” are both warning signs.
Can AI tools like ChatGPT find and describe my business accurately?
More customers now ask AI for recommendations, not just Google.
What are you doing faster or better now than a year ago?
A good provider should be passing some of that time saving on to you, as more work done.
