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15 April, 2025

Building Future-Proof Websites: Strategies for Success in the AI Era

Looking back at the first quarter of 2025, the landscape of website building has continued to rapidly evolve, driven by advancements in technology and changing user expectations. For brand marketers, understanding these shifts helps to adapt websites to not only attract visitors, but also engage and convert them. In this quick article, we dive deeper into 2 trends that have shaped website building in 2025 so far:

Embracing Different Modes of Search

The rise of Large Language Models and voice assistants has transformed how users search for information online. As consumers increasingly expect quick and efficient answers, traditional search is being supplemented by AI-driven models, voice search, and chatbots, leading to a multifaceted approach to how information is accessed and consumed.

Recent studies indicate that a significant portion of users, particularly Gen Z, now prefer starting their research with AI chatbots rather than traditional search engines. These queries tend to be longer and more conversational, which will require a strategic shift in content from a brand perspective to align with this trend, in order to optimise for the latest search trends.

Understanding Search Trends

While traditional SEO focuses on short, keyword-driven phrases, both AI search and voice search optimization requires a more nuanced approach. Large Language Models (LLMs) conduct web searches by synthesizing information from their training data, often interpreting user queries as complete sentences rather than isolated keywords. Similarly, users often phrase their voice searches as complete sentences, which means that marketers need to rethink how they structure their content to align with these search behaviours.

To effectively optimize for LLM and voice search, brands should focus on natural language and detailed FAQs. Creating content that answers common questions in a conversational tone will not only improve visibility in voice search results but also enhance user experience. 

Tools to Consider

  • AnswerThePublic: This tool helps identify common questions and phrases that people use in voice searches, allowing marketers to tailor their content effectively. By understanding the questions that users are asking, brands can create targeted content that directly addresses these inquiries.
  • AISEO: This solution will allow brands to monitor and optimize their representation across various AI platforms, ensuring that their messaging remains accurate and relevant. By proactively identifying and correcting inaccuracies or biases in AI-generated content, AISEO empowers brands to maintain control over their online narrative.

Enhancing User Experience (UX) with AI

A good user experience helps in retaining visitors and driving conversions. Websites that provide seamless and intuitive navigation are more likely to keep users engaged and encourage them to explore further. AI-driven tools can analyze user interactions and provide valuable insights into how users navigate a website, identifying pain points and areas for improvement. 

To stay ahead in the competitive digital landscape, brands must leverage advanced analytics tools that provide deeper insights into user behaviour. Understanding how visitors interact with a website can guide marketing strategies and improve ROI.

The Importance of UX

A seamless user experience increases engagement and fosters brand loyalty. When users find a website easy to navigate and visually appealing, they are more likely to return and engage in the desired conversions that a business seeks. Investing in UX not only enhances customer satisfaction but also drives long-term business success.

Tools to Consider

  • VWO: This Conversion Rate Optimisation platform offers AI-driven insights and A/B testing capabilities, allowing marketers to experiment with different designs and content strategies in real time, and make informed decisions about website changes.
  • Google Optimize: Integrating with Google Analytics, this tool provides detailed insights and testing options to help brands make data-driven decisions. It allows marketers to run experiments that can lead to significant improvements in user experience.
  • Hotjar: With heatmaps and session recordings, Hotjar provides visual insights into user interactions, enabling brands to optimize their sites effectively. Heatmaps can show where users click, scroll, and spend the most time, allowing marketers to make data-driven design changes.

Conclusion

As website building becomes increasingly complex throughout 2025, it will be essential for brand marketers to embrace innovative AI-centric strategies and tools. From optimizing for different search patterns to enhancing user experience with AI, brands must explore different ways to attract and retain customers. By leveraging different tools to attract (such as AISEO) and retaining customers (such as Conversion Rate Optimisation), together with other AI-based technologies such as chatbots and augmented reality experiences, brands can create impactful marketing websites to satisfy customers in different ways to enhance website performance and maintain relevancy.