The evolving purpose of websites in an era of zero-click search

Remember the good old days? You built a website, optimized it for search, and watched the traffic flow in. You guided potential customers through a carefully crafted funnel, and your website was a central hub, the destination for every click, the heart of your digital presence.

But the sands of search are shifting, and the safe, relatively easy bet you once knew is transforming into something different.

The traffic plateau problem

Marketers today are increasingly facing a frustrating reality: Website traffic isn't always the reliable indicator of success it once was.

You might be ranking well, your content might be engaging, yet the anticipated surge of visitors simply isn't materializing.

Why? Because the customer journey is evolving, and a significant portion of it is now happening before they even land on your site. (To the point where they might not even land on your site at all.)

Challenging the "traffic is king" mantra

For years, the mantra was always the same: More traffic equals more leads and more conversions, and therefore more success.

But the rise of AI-powered search, featured snippets, and knowledge graphs is challenging this very notion. Search engines are becoming increasingly adept at providing direct answers, synthesizing information, and even facilitating transactions right within the SERP (Search Engine Results Page).

This "zero-click search" phenomenon means potential customers are getting the information they need without ever needing to visit your website.

How does your website remain relevant?

So, is the website as we know it destined for the digital desert? Absolutely not.

But a website’s purpose is undergoing a fundamental shift. This webinar about unifying marketing performance to enhance CX and ROI hit the nail on the head. While websites will remain relevant, their primary function is evolving from being the initial research hub (“discovery” or “awareness” in marketing lingo) to becoming the go-to resource for in-depth research (“consideration” or even “conversion” to marketers).

This shift positions your website as a “demand harvester” for highly qualified leads.

In the old model, the primary goal was to rank high in search engines to get as many visitors as possible to the website. The assumption was that more traffic equals more opportunities for conversions.

With zero-click search, many prospects get their initial questions answered directly in the search results. So, the traffic that does reach your website is often automatically more qualified. They've already done some initial research and are likely further along in their buyer journey. Now, the website's main job is to efficiently convert this more targeted traffic.

Think of it this way: Someone might see a quick answer to their question in a Google AI Overview (zero-click). If they’re intrigued and want to learn more, they might click on a link from a social media post or an ad that leads them to a landing page on your website.

This visitor isn't just browsing; they have a specific intent. The “demand harvester” website is designed to capture that intent and convert it into a lead or a sale.

New trends shaping the website's future

Several key trends are driving this evolution:

The rise of AI-powered search: As search engines become more intelligent, they can answer complex queries directly, reducing the need for users to click through multiple websites for basic information.

The dominance of zero-click searches: Studies by Bain, Semrush, and SparkToro consistently show a significant portion of searches result in no clicks to external websites. According to SparkToro, just 36 percent of searches result in clicks to the open web in the US. It’s slightly higher in the EU at 37.4 percent.

Unfortunately, this trend is likely to continue as search engines prioritize providing immediate value.

The fragmented buyer journey: As discussed in the webinar, the buyer journey is no longer a linear funnel. Customers hop between channels and touchpoints, gathering information from various sources before deciding.

The need for deep expertise: While SERPs can provide quick answers, customers often need in-depth information, case studies, and detailed explanations when they are further along in their decision-making process.

Reimagining your website's role

To thrive in this environment, you’ll need to consider these strategies:

Optimize for conversion, not just traffic: Given the rise of AI-powered search and the fragmented buyer journey, when users do land on your site, it's vital that they convert. Focus on creating high-converting landing pages for targeted campaigns. If users are landing directly from specific calls to action (even if they did initial research elsewhere), ensure the on-site experience is seamless and encourages conversion.

Become the authority for in-depth knowledge: In an era where zero-click searches handle basic information, your website needs to be the go-to for the deep expertise that today's informed customers demand. Your website should be the definitive source for comprehensive information related to your products, services, and industry.

Think long-form content, detailed guides, white papers, and case studies that cater to users who are serious about learning more. But don’t neglect top-of-funnel content. You still need that to complete the positioning of your site as an authority.

Embrace interactive and personalized experiences: Consider incorporating interactive tools, calculators, personalized content recommendations, and even conversational AI elements to engage users who do land on your site and provide them with tailored value.

For example, Siteimprove offers a free website audit of SEO, accessibility, and content quality, in addition to a toolkit.

Focus on building trust and credibility: Your website is still the prime location to showcase your expertise, customer testimonials, security certifications, and overall brand story. This builds trust with users who have already done their initial research and are now evaluating your credibility.

Integrate with other channels: Your website should seamlessly integrate with your other marketing channels. For example, social media campaigns can drive highly qualified leads to specific landing pages on your site for deeper engagement.

Future-proof your digital presence

The future of the web is about providing value at every stage of the customer journey, even if that journey doesn't always start or end on your website. The SERP is evolving, and you need to adapt your website strategy accordingly. It's time to shift our perspective and see the website not just as a traffic destination, but as a hub for converting intent into action.

Consider it an opportunity to provide the deep expertise that today's informed customers demand. The digital desert might be expanding on the surface, but your website can remain a vital and thriving resource for those who are ready to engage.