Gazing into the future, I don’t believe websites will die. But I do think they will evolve, and how they evolve will be largely dictated by two forces: AI search and social media.
The Great Click Recession
We’re witnessing what some are calling “the great click recession.” Users aren’t browsing anymore — they’re asking AI direct questions and getting direct answers, right there on the search results page. No click required.
This zero-click behaviour is fundamentally changing how people interact with the web. Google’s AI Overviews, ChatGPT, and Perplexity are answering queries that used to drive traffic to websites. For businesses that relied on informational content to attract visitors, this shift demands a serious rethink.
In e-commerce, platforms like TikTok and ChatGPT are becoming competitive shopping destinations where users can discover, research, and purchase products without ever leaving the app. The traditional journey, see an ad, visit a website, make a purchase, is being compressed into a single, seamless experience within closed ecosystems.
The Social Media Gamble
Relying solely on social media is becoming increasingly difficult. Algorithms change constantly, and organic reach continues to decline. I’ve seen a growing number of business owners express frustration with Instagram specifically, with many actively migrating to other platforms altogether.
The reality is this: you don’t own your social media presence. You’re renting space on someone else’s platform, subject to their rules, their algorithms, and their business decisions. One policy change can devastate your reach overnight.
What This Means for Different Businesses
For service-based businesses, particularly those that have traditionally relied on word-of-mouth, the competition to rank in AI search will intensify as zero-click behaviour grows. This creates a powerful motivation to build a stand-out website that showcases your authority and credibility against competitors. Your website becomes proof that you’re legitimate, established, and trustworthy.
For e-commerce businesses, building a website today means designing an ecosystem that runs your entire operation online. It powers sales, nurtures future leads, and integrates seamlessly with your social media and marketing strategy. This isn’t just a website, it’s an engine that drives your business forward.
Boring Websites Will Die
Here’s my prediction: boring websites will die. Cookie-cutter templates with generic content won’t survive in a world where AI can summarise everything instantly.
But innovative, interesting websites that focus on genuine user experience will outperform. The bar is rising, and that’s actually a good thing.
Outside of AI considerations, I believe websites will become more educational and insight-focused. Whether you’re teaching customers about your product, providing valuable resources, or building a community base, the websites that thrive will be the ones offering something AI can’t easily replicate: depth, personality, and genuine human connection.
The Central Hub
Websites will evolve into central hubs for storytelling, brand marketing, transactions, and customer portals. Discovery will happen across social media and AI search, but the destination will remain your website.
Looking Ahead
In 2026, there will be enormous opportunity to adapt and evolve your website. The businesses that treat their web presence as a dynamic, strategic asset, rather than a static digital brochure, will be the ones that thrive.
The question isn’t whether websites will survive. It’s whether yours will evolve fast enough to stay relevant.
We’re your partner in shaping where the web goes next.
I think it’s important to start looking at your website, not just as a one-dimensional landing page, but rather a way to connect with your ideal target audience and showcase your products and services strategically.
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