Search is changing faster than it has in years. Instead of a list of links, people are increasingly given an AI-written answer at the top of the page – or they skip the search engine altogether and ask an AI assistant directly.
So does that mean websites don’t matter any more? Not at all. But it does change what a good website looks like.
Where do AI answers come from?
AI tools don’t make up answers from thin air (at least, they’re not supposed to). They pull information from websites, reviews, business listings and other sources. If your business isn’t clearly described online, you’re less likely to be mentioned.
What you can do now
The good news is that most of what helps with AI search is simply good practice.
Answer real questions
Think about what customers actually ask you – on the phone, by email, in the shop. Then answer those questions clearly on your website. Frequently asked questions, clear service pages and helpful guides all give AI tools something useful to work with.
Be specific
“We offer a range of solutions” tells nobody anything. “We design and print roller banners in York, usually within a week” is clear, specific and easy to quote.
Show you’re the real deal
Experience, expertise and trust matter more than ever. Show your team, your work, your reviews and your credentials. Case studies with real results are gold.
Keep your details consistent
Make sure your business name, address, phone number and opening hours match everywhere – your website, your Google Business Profile, social media and directories.
Use structured data
Structured data (also called schema) is hidden code that tells search engines exactly what your page is about – your business type, location, products, reviews and more. It’s like adding labels for machines. We build it into every site we make.
Don’t chase every trend
There’s a lot of noise about AI right now, and plenty of people selling quick fixes. The businesses that do well will be the ones with genuinely useful websites, happy customers and a good reputation. That was true before AI, and it’s still true now.
If you’d like to know how your website stacks up, get in touch – we’re happy to take a look and give you some honest advice.