The homepage is dead. The future belongs to the question

ary·InternetThe page is dead

The future belongs to the questionBy Danika WongBy Danika Wong Danika Wong is CMO of Satisfi Labs, where she has held multiple titles including Head of Partnerships and Head of duct

She previously served as Director of Marketing at GroundTruth

The page of the last 30 years is over.Getty ImagesThe internet is undergoing its most fundamental transformation since the birth of the web browser

The numbers don’t lie: we’ve entered the age of the question, not the click

This isn’t a gradual decline

It’s a behavioral revolution

Users are no longer browsing; they’re asking

And when AI vides the answer directly on the results page, there’s simply no need to visit your carefully crafted page

The behavioral evidence is everywhere

Additionally, the presence of Google AI Overviews has led to a noticeable drop in CTR for many websites

The conversation revolution: why traditional websites are failing The pivot from clicking around to simply asking is more than convenience

Cognitive load drops dramatically in a chat environment

That is part of why ChatGPT’s adoption speed toppled even Instagram’s early numbers

Users don’t want to decode structures or hunt through static pages on your website

They ask questions they want answers to, such as “How do you compare to your competitors on data security?” and expect a direct answer

Traditional web design rests on the idea that people enjoy exploring complex information architecture

This assumption is outdated

Users who arrive through AI entry points are bouncing more easily, spending less time navigating, and using fewer classic features

Today’s visitor shows up with intent

Curiosity for its own sake has taken a back seat

This new behavior is here to stay

Fifty-seven percent of US adults say they interact with AI at least several times a week

OpenAI CEO Sam Altman predicts that we are nearing the end of human-human customer service

Our own journey reflects this shift

We know first-hand that chat is becoming the central way users engage with brands

The fact that sports and entertainment websites optimize call-to-actions for ticket purchases and mote ticketing, yet still receive many ticket-related questions in chat, suggests that they are not adequately addressing customer questions

This also indicates that customers prefer direct answers over ing for information

The case for conversation-first design The implications for es are enormous

Every customer question becomes actionable intelligence

Companies are finally seeing what people demand, rather than just what marketing wants to highlight

Organizations everywhere are in conversational infrastructure, knowing where the world is heading

It’s time to take the next step

Instead of in pages as digital billboards, they should be building chatsites capable of smartly responding to whatever users need to know, at whatever depth of detail

Organizational success with AI chatbots is now driving our client discussions using conversational AI as the anchor to their online presence

Instead of a tucked in the margins, organizations should restructure their smart chats from support bubbles to the center stage of the website. no longer means scanning for drop-downs or page hierarchies

This conversational experience now revolves around a minent chat interface that spans most of the screen, always present and energetically guiding users to ask, discover, and engage

Visual elements still play a role, but they support, rather than compete with, conversation

A chatsite design deliberately pulls chat from the periphery and transforms it into the organizing principle of the entire digital experience

The result is a site where visitors don’t hunt for answers

They’re invited to start a dialogue right from the first moment

The organizations best positioned for the future are designing around the question as the key interface, and measuring success by utility and conversations

The page of the last 30 years is ending

In the future, it’s the conversation that leads

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