The way people search for products and services is changing given the evolution of AI. They’re no longer typing a few keywords into Google and scrolling through a list of blue links. Instead, they’re asking detailed, conversational questions and expecting AI to provide them a clear, useful answer.
Tools like ChatGPT, Google’s AI Overviews, and Microsoft Copilot are pulling answers directly from websites that provide clear, helpful, educational content. If your site has that content, you become the source. If it doesn’t, your competitors will.
This shift isn’t something happening “someday.” It’s happening right now. And it matters for every small business owner in South Africa who relies on their website to attract customers.
The Problem: Most Small Business Websites Only Sell
Take a look at most small business websites and you’ll see the same pattern: a homepage that says what the business does, a services or products page, a contact page, and maybe an “About Us” section. That’s it.
There’s nothing wrong with having those pages, they’re essential. But they’re not enough anymore. These pages tell visitors what you offer. They don’t help visitors understand why they need it, how to use it, or what to expect once they buy.
And here’s the critical part: AI search tools aren’t looking for sales pitches. They’re looking for answers. When someone asks an AI tool, “What’s the best way to set up an online store in South Africa?” or “How do I choose between Payfast and Paystack for my business?” the AI scans the web for content that answers those questions thoroughly and clearly. A generic services page won’t cut it.
The Solution: Turn Your Website Into a Resource
The businesses that will win in this new landscape are the ones that educate their audience. Not instead of selling, alongside selling. When your website teaches people something useful, three things happen: visitors trust you more, they’re better prepared to buy, and AI search tools recognise your site as a credible source worth referencing.
Here are three practical ways to make that happen.
1. Create How-To Guides and Articles That Answer Real Questions
Think about the questions people ask you before they buy. What do they need to understand before making a decision? What common mistakes do they make? What should they know to get the best results from your product or service?
Now turn those answers into content on your website.
Each guide builds confidence, reduces the repetitive questions landing in your inbox or DMs, and gives AI search engines exactly the kind of detailed, helpful content they reference when answering user queries.
Be specific. Don’t write vague overviews. Spell out the process. Use real examples. Mention the tools, platforms, or products relevant to your South African audience. The more specific and useful your content is, the more likely AI tools are to surface it as a trusted answer.
2. Add Video Tutorials to Your Pages
A short video demonstrating how your product works or what your service looks like in action can do what paragraphs of text sometimes can’t, it brings your offer to life.
Think about it from your customer’s perspective. If you’re an interior designer, a walkthrough video of a completed project tells a prospect far more than a list of services ever could. If you sell handmade furniture, a short clip showing your craftsmanship and attention to detail builds trust instantly. If you offer a software product, a two-minute screen recording showing how easy it is to use removes hesitation.
But here’s the part many business owners miss: pair that video with a written summary on the same page. Video is powerful for human visitors, but search engines, including AI tools, still rely heavily on text. A written breakdown of what the video covers, the key points, and any steps involved gives AI something concrete to index and reference. You get the best of both worlds: an engaging experience for visitors and discoverable content for search.
3. Publish Case Studies With Real Outcomes
Nothing builds trust faster than proof. And in a world where AI is deciding which businesses to recommend, proof in the form of specific, detailed results gives you an edge that generic competitor pages simply can’t match.
A case study doesn’t have to be complicated. At its core, it’s a simple story: here’s the problem the customer had, here’s what we did, and here’s the result. Keep it real, keep it specific.
If you’re just starting out and don’t have many client stories yet, consider documenting your own process. Share a behind-the-scenes look at a project, walk through the decisions you made, and explain the results. Transparency and detail go a long way.
Why This Matters More Than Ever
When your website educates, it does the heavy lifting before a customer ever picks up the phone, sends an email, or fills in a contact form. By the time they reach out, they already understand what you offer, how it works, and why it’s right for them. They’re not tyre-kickers. They’re informed, confident, and ready to buy.
That alone is worth the effort. But there’s an even bigger reason to invest in educational content right now.
AI search is rapidly becoming the default way people find information. Google’s AI Overviews are already showing AI-generated summaries at the top of search results, pulling directly from websites that provide the best answers. ChatGPT and similar tools are being used by millions of people every day to research products, compare services, and make purchasing decisions.
The businesses that these AI tools recommend are the ones with content that teaches, explains, and informs. Not the ones with the flashiest homepage or the most aggressive sales copy. The businesses that teach are the ones that get chosen.
A Quick Self-Assessment for Your Website
Take a few minutes to look at your website with fresh eyes. Ask yourself these questions:
- Does my website answer the questions my customers ask before they buy?
- Is there any educational content, guides, tutorials, articles, or is it purely a sales brochure?
- If someone asked an AI tool a question related to my industry, would my website have the kind of content that gets referenced?
- Do I have any video content paired with written summaries?
- Do I have case studies or real examples that show what I’ve achieved for customers?
If the answer to most of these is no, you’re not alone, but it’s time to start making changes. The good news is that you don’t need to overhaul everything at once. Start with one how-to guide. Record one short video. Write up one case study. Build from there.
Ready to Make Your Website Work Harder?
If you need help turning your site into a resource that educates, converts, and gets found by AI search, get in touch. Whether it’s creating the right content, restructuring your site, or building a strategy that makes AI work in your favour, that’s exactly what we do.
