Your website is one of your most powerful marketing tools but how do potential clients actually find it? In the past, search engines primarily relied on keywords and links. The websites we designed for clients have always ranked in the first position and first page of search engine results. But that was 10 years ago.
Today, things have changed. AI is transforming search, meaning the way people discover your business is changing fast. As a quick example, Click Through Rates are dropping because people are reading AI Summaries – content summaries which now appear on the search page, enabling you to get answers without ever going to a website if you don’t want to! In fact, there is even a phrase we’ve heard called Zero Click era which means there will be zero clicks to your website.
Simply put, people are clicking less online to visit websites because of AI Summaries and AI Overviews. (I find this to be true when I observe my own online behaviour when I am searching for a product or business. I am already informed when I read AI Summaries!)
How does this affect your business findability and your website performance? This is why we want you to understand this shift – and it’s happening whether you like it or not – and understand how you can keep your website relevant and visible.
How Can I Make My Website More Visible?
Customers typically find your website through:
- Search engines: Google and Bing use AI to interpret questions, not just match keywords.
- Social media links: Posts, shares and mentions direct traffic back to your website.
- Referrals and recommendations: Other websites, blogs or forums that reference your business.
While Zero Clicks or reduced website visits are happening, there’s one thing that you can do to control how your information shows up in AI Summaries. It’s important to regularly refresh your website with new and relevant content (if not weekly, then at least monthly).
It doesn’t have to be massive content changes – just a few paragraphs will help too – projects you’ve won and completed, new milestones, additional awards or certifications or events you’ve spoken at. If you have a blog, upload at least two articles a month. AI still relies on combing websites to find the most relevant information!
Did we mention that AI helped our client close a deal? Her website showed up in a ChatGPT answer (among other answers) but her prospect clicked to her website, liked what he saw and immediately messaged her. She eventually closed the deal!
How AI Influences Search
AI-powered search engines analyze user intent. This means:
- Prospects may not type exact phrases – they ask questions in natural language (the language that we speak and write in).
- AI highlights content that is clear, concise, and informative.
Websites that demonstrate credibility and relevance are more likely to appear in AI-generated results.
That’s why our client closed the deal. Her website had the right content and credibility and ChatGPT might have felt the same way too and extracted information from her website, showing it to her prospective client.
Small Wins You Can Take This Week:
- Audit one page for clarity: Read a page from a customer’s perspective. Is it easy to understand? Does it answer common questions? Do you need to refresh or update the content of this page? Do you need to include more case studies or examples?
- Add one simple Call-To-Action: If you don’t already have a Call-To-Action, add one. Encourage visitors to explore other pages, sign up for updates or contact you. Remember, tell people what to do next when they’re on your website.
Actionable Tip
Even a small update to your content can help AI understand your website better. For example, elaborating about Services page or adding a short 3 bullet summary to the top of a lengthy page can make a difference in how your website appears in AI-driven searches.
Staying visible today means thinking beyond traditional SEO. It means taking into account AI search and AI overviews.
As a business owner, you must ensure your website continues to stay credible and relevant so that AI can extract the right information. Start making small content improvements regularly and ensure your content is clear, specific and easy to understand. This strategy will help your website remain a strong marketing hub even as AI reshapes how people search for information.
In the Big Timer Club that we will be launching in 2026, we will focus on AI in business, how to adapt your website for maximum visibility and how to leverage AI so that you won’t miss out. Apply to join and stay ahead of the curve!