AI isn’t replacing websites; it’s revealing which ones deserve to exist.
AI has changed how people search, discover, and connect online. Every day, we’re seeing more of it: ChatGPT answering questions in seconds, Gemini summarising whole topics, and Perplexity pulling together web results before you’ve even blinked.
It’s pretty wild. And it’s got a lot of business owners asking the same question:
“Do I still need a website?”
Spoiler alert: yes, you do.
But maybe not in the same way you used to.
At Five by Five, we’re all about helping you share your magic through conversion-focused website design and high-impact digital marketing solutions. Whether you’re a new business in need of a wow-worthy digital launch, or an established business looking to refresh and replace your old site, we have the know-how and dedication to make it happen. Contact us today to get started.
The Rise of AI Search (and What It Actually Means)
AI search is the real deal. Instead of typing a question into Google and clicking through a list of links, people are asking platforms like ChatGPT or Gemini, and getting neatly packaged answers back instantly.
This shift has given rise to what’s called “zero-click searches”, where people find what they need without ever leaving the search results page.
Sounds dramatic, right?
But here’s the thing, Google still dominates the game. Around 90% of all search traffic in Australia still comes through Google, and even with their new AI-powered mode, the results still link back to websites.
So if your website doesn’t exist, or isn’t optimised, you’re not even in the running.
Why Websites Still Matter
Your website is your brand engine, where visibility, trust, and conversion all happen.
AI still depends on websites to get its information. Users still visit websites to verify what AI tells them. And let’s not forget: your website is one of the few places online that you actually own.
Platforms change their algorithms. Ads get more expensive. Social media trends come and go. But your website? That’s your turf. It’s your brand’s voice, your story, and your customer experience all in one place.
So, What Does It Mean to Be “AI-Ready”?
Rather than asking if you still need a website, the real question is:
“Is your website ready for AI?”
AI pulls data from the web, including your website. If your content isn’t structured properly or can’t be crawled, you’re basically invisible. That means your site needs to be indexable, fast, and full of quality information that both humans and search engines can understand.
That also extends beyond your site. Your Google Business Profile should be up to date, your reviews fresh and positive, and your name consistently appearing across directories and niche listings. Those signals tell AI (and your audience) that you’re the real deal.
And don’t just lump everything you offer into one “Services” page.
Each service or product should have its own page, built around the questions people are actually asking. This gives you more authority and more opportunities to show up, both in traditional search and AI results.
Turning Your Website Into an Experience Hub
The days of five-page “brochure” websites are done.
Your site should now function as a digital experience hub, a space that not only tells your story but also teaches, engages, and converts.
Think of it like this:
- Create content that showcases your people, your expertise, and your process.
- Write blogs that go deep on your subject matter, content that educates and builds authority.
- Optimise for natural, conversational questions (the same kind people type into ChatGPT or Google’s “People also ask”).
And most importantly, make it look and feel good. A clean, well-designed site with quality imagery, intuitive flow, and clear calls-to-action builds trust faster than any AI-generated summary ever could.
Learn More: AEO vs GEO vs SEO – What’s the difference and how to win across all 3 search experiences
Building a Brand That AI Can’t Replace
At its core, your website is where your brand lives.
It’s how people feel when they interact with your business, something AI can’t mimic.
The businesses that win in this new landscape will be the ones feeding the machine, creating authentic, useful, problem-solving content that both people and AI trust.
Where to Start
If you’re not sure how your website stacks up, start with a quick audit.
Ask yourself:
- Does it clearly explain who we are and what we do?
- Is it easy to navigate and genuinely helpful?
- Is it optimised for both search engines and AI?
If the answer is “not really” or “I don’t know”, that’s your cue to take action.
The future of search might look different, but the foundations of great marketing haven’t changed: be helpful, be human, and be memorable.
Final Thoughts
AI might change how people find you, but it’ll never replace why they choose you — clarity, connection, and consistency.
Your website is where that happens.
It’s where people decide if you’re credible, if they can trust you, and if your brand feels right for them.
The truth is, most websites miss that mark.
They look fine on the surface, but fail to connect.
The businesses winning right now are the ones treating their website as a growth engine.
A place that educates, positions, and converts.
That’s what we build at Five by Five.
Websites designed to attract the right audience, communicate your value clearly, and turn attention into action.
They’re fast, strategic, and made to perform, not just exist.
If you know your website could be working harder, let’s talk.
We’ll help you build a site that stands out to both AI and humans
One that earns trust, drives leads, and grows your business.
Check out our portfolio to see how we’ve helped other ambitious brands transform their websites into high-performing growth machines — and imagine what we could do for yours.
