AI or AY AY AY… Why Tech Needs a Human Touch

Blog about how AI is a useful tool, but humans are still needed

We’ve all been there. You type a prompt into an AI tool, watch the cursor fly across the screen, and think, “Wow, the future is here. I just saved myself three hours of work.”

And then, reality hits. Or in my case, a massive stack of return mail hits.

Here at Engine Web Development in Grand Rapids, we’ve been building websites and writing custom software for 21 years. We have clients all over Michigan, and our developers are brilliant at what they do. Do they use AI? Absolutely. They use it as a tool to speed up repetitive tasks. But because they actually know how to code, they can spot the exact moment AI goes off the rails and hallucinates a broken line of script.

Me? I’m not a programmer. I do the management. And recently, I had a great idea to design some postcards and mail them out to local businesses to see if we could help them with their websites.

The first time I did this, I did it the old-fashioned way. I spent two hours researching, verifying, and building a list of 50 local businesses. I mailed the postcards. Out of 50, maybe 3 came back as a bad address. Not bad.

The next time, I thought I’d be smart. I opened up AI.

“Give me a spreadsheet of local businesses in West Michigan,” I instructed. I set the parameters. A few seconds later, a gorgeous, clean spreadsheet popped up. It looked absolutely perfect. It had tool and die shops, eye doctors, hair salons, manufacturing companies, restaurants, and electricians. The geography was exactly what I wanted: Grandville, Ada, Grand Rapids, Hudsonville, Wyoming, Allendale.

I printed out the labels, patting myself on the back for being a tech-forward manager who just saved herself two hours of manual labor.

But AY AY AY!!!

A few days later, the mail started coming back. Then more came back. Eventually, I received almost all of them back.

WHAT???!!!??

So what happened? I sat down and started manually looking up these companies to see where the glitch was. What I found was mind-boggling: many of these companies DO NOT EVEN EXIST!

It wasn’t just a case of AI getting a digit wrong in a zip code or misspelling a street name. The software had completely fabricated businesses out of thin air. They simply aren’t companies in Michigan, period. For the ones that were real, the addresses were completely mangled—placing a real business in the wrong town or assigning it to a street it has never lived on.

AI didn’t just give me a bad list; it confidently lied to me with a smile on its face.

This is what the tech industry calls an “AI hallucination,” but for business owners, it’s just a massive waste of time and postage stamps.

Why Tech Needs a Human Touch

This postcard experiment reminded me exactly why Engine Web Development has thrived in West Michigan for over two decades.
AI is a great assistant, but it is a terrible boss. It lacks context, it lacks local knowledge, and most importantly, it lacks a pulse. It can generate a beautifully formatted spreadsheet in three seconds flat, but it has no idea if that “Tool & Die Shop” in Hudsonville is an actual brick-and-mortar building or just a collection of random words it stitched together.

Our developers at Engine use AI as a tool to speed up repetitive tasks. But because they actually know how to code and have 21 years of experience, they can spot the exact millisecond AI goes off the rails. They know how to override the machine because they understand the logic behind it.

We are being told today that artificial intelligence is a total replacement for human labor. We see it in our inboxes every day—impersonal, automated sales emails written by bots that no real person ever reads or responds to. It feels like the tech world has become a giant ghost town of automated systems talking to other automated systems, while real customers are left stranded, screaming into the void of an unhelpful chatbot.

Sticking to Our Lane

At Engine, we pride ourselves on real people and real availability. We don’t hide behind automated ticketing bots or send you generic, AI-generated website templates that look great on paper but fail the moment a real customer tries to use them. We stick to our lane, doing what we do best: high-level, human-verified custom software programming and web development.

Technology should connect us, not build walls of automated frustration.

If you are reading this and you aren’t a current client yet, please reach out! A real, live human being right here in Michigan would absolutely love to talk to you—mostly because I honestly don’t know when I’ll have the energy to make more postcards to replace all of these wasted ones! But hey, once I finally get the time to do some good, old-fashioned human research, you might just see a real postcard from me in your mailbox. Until then, beat me to the punch and reach out today.

And to our current clients: If you ever have questions or want to brainstorm some new options to take your website or custom software idea to the next level, you know exactly where to find us. Give us a call or drop me an email anytime (michelle@runenegine.com)—we’re always here and ready to talk shop.

(And did I use AI to write a little of this blog? ABSOLUTELY. 😉 Like I said… it’s a great tool!)

A New Year’s Resolution for Your Business

A New Year is the natural time for a business “reset.” But for a small business owner in 2026, it’s also the most critical time to look “under the hood” of your digital presence. The gap between a “standard” website and a high-performance business tool is widening, and if your site feels like it’s stuck in the past, your bottom line is likely feeling it, too.

Professional Engineering vs. The “Friend’s Kid” Strategy

When you’re looking to save money, it’s tempting to let a tech-savvy relative or your “friend’s kid” build your business site as a side project. But in 2026, a “pretty” page isn’t enough. Hobbyist builds often rely on heavy templates and “free” plugins that slow your site down and leave security doors wide open.

Your website shouldn’t be a hobby—it’s your 24/7 sales representative. When a DIY site breaks or gets hacked, that “friend’s kid” is usually busy with school or a full-time job. At Engine, we provide a professional foundation built on clean code, meaning your site stays fast, secure, and functional when it matters most.

Direct Access: No Middlemen, No Ticket Queues

We’ve all been there: You have a critical question about your website, so you call a big agency. You get put on hold, talk to an “account manager” who doesn’t know a line of code, and finally, you’re told to “submit a support ticket.”

At Engine Web Development, we’ve cut out the noise. Jesper leads our development, and we pride ourselves on being a small, agile team where communication is a straight line. Whether you are working directly with Jesper or have a dedicated project manager and developer on your build, you have a direct link to the people actually writing your code. You get the technical horsepower of a major firm with the personal service of a partner who knows your name.

Stop Renting, Start Owning

If your 2026 goal is to build business equity, you need to look at who actually owns your digital assets. Many popular “drag-and-drop” platforms operate on a rental model. You pay a monthly fee to keep your site alive, but the moment you stop paying, your website—and all your hard work—disappears.

With Engine, you are an owner, not a tenant. Once we develop your site, it belongs to you. We build on open, portable frameworks, which means you own the code, the data, and the equity. If you ever decide to move, you take your “digital house” with you. No hostage situations, no hidden fees.

From “Information” to “Automation”

To understand the power of custom programming, look at how we help businesses move from a simple website to a workhorse.

Imagine a local service company—like a specialty contractor. Traditionally, their website was just a digital brochure. The owner spent hours every evening returning calls and manually typing customer info into a spreadsheet.

At Engine, we don’t believe in one-size-fits-all. Our capability is rooted in building exactly what your specific business needs to thrive. Whether you need a site that is simple, clean, and direct, or a highly functional engine designed for a specific purpose, we have the programming expertise to make it happen.

The Engine version changes the game. For some clients, that means a lightning-fast site that gets customers to a phone number in one click. For others, it means a custom portal where customers can upload project photos, select materials, and automatically book a consultation that syncs directly with the team’s calendar.

That’s the difference between a “pretty page” and a custom engine. We write clean, secure code that automates your headaches and ensures your site stays fast—keeping both Google and your customers happy. Whatever your goal is for 2026, we build the tech to get you there.

Let’s Start 2026 with a “Health Check”

You don’t have to navigate the technical world alone this year. Whether it’s Jesper, your project manager, or your lead developer, our team is ready to look at your current site and tell you exactly what’s working and what’s holding you back.

Is your website ready to work as hard as you are this year?

Twenty Years and Counting: A Celebration of Engine Web Development’s Journey

This year, Engine Web Development is celebrating a remarkable milestone: 20 years in business! What started two decades ago as a one-person operation founded by Jesper Dinesen has grown into a thriving company, and we couldn’t be more grateful.
Jesper, a software developer who came to the U.S. from Denmark, started this company with the vision of building a business that would not only allow him to do the work he loves but also support his family. It has been an amazing venture, and we are incredibly proud of the growth and evolution we’ve experienced along the way.

Over the years, our physical presence has changed as much as our team. From our early days with offices on the Northeast side of Grand Rapids, to a downtown location and later Eastown, we have now transitioned to a fully remote team. While most of our employees are based here in Michigan, our team has grown to be broader, including our lead back-end programmer who works from New Orleans.
We want to extend a heartfelt thank you to everyone who has been a part of this journey.

A Note of Thanks

To our wonderful clients: Your trust in us is the reason we’ve been able to thrive for 20 years. We appreciate your business and the opportunity to help your companies grow. Thank you for being the foundation of our success.
To our incredible team, both past and present: Your hard work, dedication, and talent have been the engine behind our every project. We are so proud of the team we’ve built—you are truly wonderful.

To our business partners and associates, including the IT and marketing companies we work with: Your collaboration and support have been invaluable. We are grateful for the strong relationships that have helped us better serve our clients.

As we look back on 20 years, we are filled with gratitude for this venture and the people who have made it possible. Our team is wonderful, our clients are wonderful, and we are excited for many more years of building great things together.

Building Custom Websites & Software That Grow Your Business

Custom Programming POS System and Websites

Businesses are constantly seeking ways to make things easier for employees and clients. When it comes to software, many face a fundamental choice: off-the-shelf solutions or custom programming. Pre-built software offers a quick choice to cover bases, but custom programming gives you exactly what you need and often unlocks potential for growth.

The Downside of “One-Size-Fits-All” Software

Think of off-the-shelf software like a ready-made suit. It might look okay on the hanger, but it’s rarely a perfect fit. While these tools can handle basic stuff, they quickly start to pinch and pull when your business has its own unique way of doing things, specific info you need to manage, or big plans for growth.

You’ll often find yourself trying to squeeze your business into the software’s mold, instead of the other way around. That can lead to some real headaches:

Extra Baggage (Bloatware): You’re paying for — and dealing with — a bunch of features you’ll probably never use. It’s like buying a car with a jet engine when all you need is to drive to the grocery store.
Missing Pieces: You’ll discover crucial features are just plain missing, forcing your team to do things manually or buy even more software to fill the gaps. Talk about frustrating!
Tech Tangles: Getting different off-the-shelf programs to work together can feel like trying to speak five different languages at once. This leads to information being stuck in separate places and your team wasting time on messy workarounds.
Hitting a Wall: As your business grows, that “perfectly fine” software can quickly become a bottleneck. You outgrow it, and suddenly you’re facing expensive, complicated moves to entirely new systems.

Why Custom Programming is Your Business’s Perfect Fit

Your website is often the first impression a potential customer gets of your business. Generic templates and basic plugins can only take you so far. Custom programming allows you to implement unique functionalities that truly set your site apart and make it work for your business. We design and build software from scratch to match your exact needs and support your business goals. This tailored approach offers huge advantages, starting right with your online presence.

Beyond the Standard: From intricate workflow automation tools to specialized data analysis dashboards, or unique customer interaction portals, if you can envision a function that gives your business an advantage, we can program it. This also includes installing and programming plugins to modify them to the specific needs of your website, ensuring they perfectly align with your business processes.
Advanced Filterable Searches: For websites with extensive product catalogs or content libraries, generic search functions often fall short. Need a database for a user to filter complex criteria on your website? We can do that! Our programmers can build highly customizable and filterable searches that allow users to drill down with precision, using multiple criteria specific to your industry or offerings. Think real estate listings filtered by neighborhood, price, and school district, or a product catalog filtered by material, color, and sustainability ratings.
Complex Web Applications: Beyond standard websites, we develop intricate web applications with custom user portals, dynamic content management, real-time data processing, and robust e-commerce capabilities that perfectly fit your unique business model.

Custom Software for System Integration & Efficiency

Our expertise extends far beyond just websites. We also craft bespoke non-web digital solutions that revolutionize your internal operations:

Seamless System Integration: Do you have multiple existing systems that don’t “talk” to each other? Our programmers specialize in creating custom software for system integration. This means we can build bridges between your CRM, ERP, accounting software, inventory management, and other platforms, streamlining data flow and eliminating manual data entry errors.
Tailored Business Systems: We build desktop applications, robust backend systems, and specialized tools that automate internal processes, manage complex databases, and integrate with hardware, providing comprehensive solutions for your entire business ecosystem. For example, need a custom Point of Sale (POS) system for your business? We have programmers with those skills and have successfully developed such systems for some of Michigan’s larger businesses, providing them with optimized, business-specific retail solutions.

Scalability for Future Growth

Your business isn’t static, and neither should your software be. Custom solutions are built with future growth in mind. When your needs change, we can add new features, or scale up your system to handle increased user loads and data volumes. You’re never boxed in, ensuring your software grows with you.

Enhanced Efficiency and Performance

Custom software is optimized for your specific operations. By eliminating unnecessary features and streamlining workflows, it runs leaner and more efficiently. This translates to:

Faster Operations: Reduced loading times, quicker data processing, and smoother user experiences.
Automated Tasks: Automating repetitive manual tasks, freeing up your team to focus on more strategic initiatives.
Improved Accuracy: Minimizing human error through automated processes and integrated data.

You Own It, We Support It!

With off-the-shelf software, you’re often just renting a service, and if you need changes or have questions, trying to get in touch with someone at those large “Big Box” software companies can be a real headache. Updates, modifications, or even simple questions often get lost in a sea of automated responses and long hold times.

At Engine Web Development, our approach is different. Our programmers work for you, and that means you own everything we’re hired to produce. You have complete control over your software’s evolution, protecting your valuable intellectual property. If your needs change, you can make updates as needed, and you can even take your custom solution with you if you ever decide to move in another direction. We’re always here to help consult and discuss any changes you might need, ensuring your software evolves with your business. Custom solutions also give you greater control over your data security protocols, instead of relying solely on a vendor.

Our Proven Track Record: Solutions for Real Businesses

We don’t just talk about the power of custom programming; we’ve built custom solutions for many businesses across various industries. Our extensive experience means we’re adept at translating your specific needs into powerful, efficient, and scalable custom applications. From intricate internal tools that streamline operations for manufacturing companies to sophisticated customer-facing platforms for service providers, our team has consistently delivered software that solves unique challenges and drives tangible results.

Is Custom Programming Right for You?

If your business has unique processes, requires specific functionalities, or needs to scale quickly without limitations, custom programming is an investment in your long-term success. It empowers you to innovate, optimize, and stand out in a crowded market.

We know every business is different, so we offer a range of solutions. We can help you find a quick, off-the-shelf solution for your basic needs, identify existing software we can modify to fit your unique requirements, or write a custom solution completely from scratch.

Reach out and let’s work together to build something that truly transforms your business! Contact us today for a consultation.

How to Create Email Newsletters

Ever wonder how some businesses seem to stay top-of-mind? Often, it’s through the power of email newsletters. Really! An uptick is happening in emails lately. Many of us receive so many that we do not want, but the ones that we recognize and enjoy we open quickly. That’s what you want your email to be for your clients, customers and prospects. Newsletters a fantastic way to connect directly with your audience, share valuable information, and drive business. But let’s be real, crafting emails that people actually want to read can feel daunting. That’s where email services come in, and we’re here to help you navigate it!

MailChimp (We Really Like Them!)

There are several email marketing platforms out there, but we’ve found MailChimp to be a real winner. What’s not to love? They have a great story of starting as a fun, quirky side project and growing into a powerful tool. Plus, their support is top-notch, and the platform is incredibly easy to use. It’s a reliable and user-friendly choice for businesses of all sizes.

Think of MailChimp as your email marketing sidekick. It’s a user-friendly platform that makes creating and sending newsletters a breeze. Plus, it helps you stay compliant with the CAN-SPAM Act, which is super important! This law protects people from unwanted emails, and MailChimp provides built-in tools for easy opt-outs, ensuring you’re always sending emails responsibly. Using a proper email marketing platform like MailChimp is way better than sending mass emails from your Gmail or Outlook, which can land you in trouble and get your emails marked as spam.

Getting Started with MailChimp:

Sign Up: Head over to MailChimp’s website and create an account. They have different plans, but the free one is perfect for getting started as long as you have a small list and just want basic features. Be sure to review the plans listed and for a small amount per month, you may find the additional features useful.
Create Your Audience: This is your list of email addresses. You can manually add them, or import a list from a spreadsheet.
Design Your Newsletter: MailChimp offers pre-designed templates and a drag-and-drop editor, making it easy to create beautiful newsletters without any coding knowledge.
Write Engaging Content: Crafting engaging email newsletters is about more than just broadcasting information; it’s about forging genuine connections. Share valuable insights, highlight your expertise, and weave in compelling stories that resonate with your audience. By blending informative content with personal touches, you build trust and foster relationships, transforming your email list from passive recipients into active, engaged members of your community.
Send and Track: Once you’re happy with your newsletter, hit send! MailChimp provides detailed analytics, so you can see how many people opened your email, clicked on links, and more.

Tips for Newsletters That Convert:

Know Your Audience: What are their interests? What problems can you solve for them? Tailor your content to their needs.
Write Compelling Subject Lines: Your subject line is like a headline – make it catchy and intriguing!
Provide Valuable Content: Share helpful tips, industry news, exclusive offers, or behind-the-scenes glimpses of your business.
Use Visuals: Break up text with images and videos to keep readers engaged.
Include a Clear Call to Action: Tell your readers what you want them to do (e.g., “Visit our website,” “Shop now,” “Learn more”).
Keep it Consistent: Send newsletters regularly to stay top-of-mind.
Mobile Friendly: Make sure your newsletter looks great on phones and tablets.

A Personal Touch: Connecting With Your List

Many businesses find that writing their own newsletters is a fantastic way to build a more personal connection with their audience. Sharing your own voice and insights can make your emails more engaging and meaningful.

Let Engine Web Development Streamline Your Email Marketing

We understand that running a business is demanding, and email marketing can feel like just one more thing on your to-do list. That’s where we come in! At Engine Web Development, we create professional email newsletters for several clients and would love to talk to you about an email campaign if you would like one but don’t have the capacity to fit it in.

Let Engine Web Development take the burden of email marketing off your plate. We specialize in crafting engaging and connecting newsletters that resonate with your audience. By working closely with you, we’ll understand your goals and develop content that reflects your brand’s voice. We’ll handle everything from creating visually appealing designs to importing and managing your audience list, ensuring compliance with the CAN-SPAM Act. You’ll have complete approval over every newsletter before it’s sent, guaranteeing your message is delivered exactly as you envision.

Whether you’re looking for a full-service email marketing solution or just a little assistance getting started, we’re here to help you. Reach out any time for assistance in setting up your MailChimp, creating templates for you, or running your email campaigns. Contact Michelle at 616.457.0300 or michelle@runengine.com for assistance with newsletters.

Navigating AI Overviews Impact on Your Website

AI Overv iews and their Impact on Your Website

Alright, people, let’s talk about Google’s new AI Overviews. It’s like your super-smart friend who always has the answer before you even finish the question. Pretty cool, right? But for us website owners, it’s also a bit like, “Wait, are they stealing my clicks?!”

At Engine Web Development, we’re not hitting the panic button just yet, but we are definitely paying attention as more clients are asking these questions. Think of AI Overviews as Google giving you the “Cliff Notes” version of the internet. They’re pulling info from all over to give you a quick, AI-powered summary right in the search results.

So, What’s the Big Deal?

Basically, if Google can answer a question perfectly right there, why would someone click on your website? It’s a valid concern. We’re potentially looking at:

Click-Through Rate (CTR) “Lite”: Especially for those straightforward questions, expect a little less love on the click-through front.
E-A-T Gets the VIP Treatment: Google’s AI is picky. It wants the best, most trustworthy info. If you’re not proving your Expertise, Authoritativeness, and Trustworthiness (E-A-T), you might get skipped.
Content That’s AI-Friendly: We’re not just writing for humans anymore; we’re writing for robots too!
Long-Tail Keywords: Those super-specific searches? They’re still your golden ticket.
Structured Data: Like Giving Google a Cheat Sheet: Help the AI understand your stuff with schema markup. It’s like giving it a little wink and a nudge.

Instead of panicking about AI Overviews, let’s focus on what truly makes a website thrive. The best approach is to double down on creating exceptional content that resonates with both people and search engines. Craft informative, engaging, and genuinely useful material that establishes your expertise and builds trust. Ensure your website provides a seamless and enjoyable user experience, making it a place visitors want to return to. And, of course, stay vigilant by monitoring your website’s performance and adapting your strategy as needed. Don’t forget the power of niche targeting; those long-tail keywords can still be a goldmine. Diversifying your traffic sources is also key, so explore avenues beyond organic search.

At Engine Web Development, we understand that navigating the shifting sands of search, especially with the rise of AI Overviews, can feel daunting. That’s why we provide the tools and expertise to help you not just survive but thrive. Engine Web Development is first and foremost a development team. We are programmers and developers with several decades of experience in the field. As technology evolves, we continue to learn and grow in the field of what will make a website successful from a user standpoint.

We offer comprehensive content writing services to ensure your message shines, and our back-end technical SEO expertise will keep your website running smoothly. We also provide thorough website reviews to pinpoint areas for improvement, and our SEO deep dive will uncover valuable long-tail keywords and other crucial information to make your site stand out in this evolving digital landscape. For even more information on what we offer and what we don’t offer, check out a blog from last year – Navigating the Ever-Changing World of SEO Tools

We recognize that each business is unique, with distinct needs and goals. However, the common thread is that all websites must be healthy, user-friendly, and discoverable when potential customers search for what you offer. AI Overviews are changing the game, but with the right approach, you can still win. Let’s make sure your website stays relevant, engaging, and click-worthy.

To get tailored recommendations for your specific website and business, contact Engine Web Development today via our form or email info@runengine.com. We’ll help you navigate the AI Overview effect and build a strong online presence.