02/28/2026
With A.I. answering questions through platforms like ChatGPT or directly in the search results with Google's A.I. responses, I see and hear this question asked often:
"Does my business even need a website?"
I can understand why business owners might think that. If A.I. is going to answer any question that someone has, why do they even need a website that fewer people visit?
What they're missing is where A.I. is finding those answers.
Ask ChatGPT about any business with a great online presence. Not only will it tell you about them in incredible detail — it will often cite the sources.
I don't think that's significantly valuable in terms of backlinks, but it does tell us something very important: where it's finding its information.
If it's not from your website, what other sources can it pull from? I would rather have it quote what I say on my website instead of what competitors, reviews, or other external sources say (even if it's not bad, it's not always accurate or up-to-date).
Either it can retrieve the answer from the source or assemble one from scraps.
I don't know about you, but as a business owner, I would rather steer that narrative.
In some ways, A.I. answers are making company websites more valuable.
Websites aren't just a marketing tool anymore; they're a source document. It's not the only source, but it's certainly authoritative. In all the testing that I have done, LLMs seem to agree — citing the company itself as much as (or more than) anything else.
Whether we like it or not, the internet has a new spokesperson now.
Businesses shouldn't be asking "Do I need a website?" They should be asking, "How do I want A.I. to describe my business?" Websites might be the most powerful influence there is.
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