Does it make sense to have a website in 2026?
60% of Google searches end without a click. For queries with AI Overview, it is 83%. Sounds like the end of the web. He's not. At the same time, the role of the site has changed.
The web is a source of truth today. And the truth about your brand needs to be read first by machines and then by people. Structured data, specific numbers, your people's experiences. For AI agents who search, compare, recommend as a customer.
The web is a place for conversions. For the fraction of people who click through to it from AI. For people you bring in via email, from LinkedIn, from paid advertising. So that they can confirm their decision and order.
Does it make sense to invest in creation?
What is a website? Graphics, editorial system, content. All three parts are generated for you by AI. If you're up for it... the price of creating a small business website is close to zero.
1️⃣ Graphics. Lovable, Bolt, v0, Framer. You write an assignment. You add handouts. In a few minutes you have layout, components, animations. You will get the first version in the morning. Quality only depends on what you send to the tool for input and information. At the same time, you need to deal with graphics last. Graphics will have less and less impact on the performance of the site in the future because AI agents do not address it.
2️⃣ Editorial system. You want a website that you can improve quickly and dynamically. We will be using Webflow in 2026. We connected him to Claude via the MCP server. So we talk more than click with Webflow these days. There are more platforms — Framer, Nua Site, Sanity,... Choose one that can handle working with AI agents.
3️⃣ Content. Quality content is still the foundation of the site. At the same time, it arises quite quickly than before. A well-set Claude, ChatGPT or Gemini will text you in seconds. Of course, you need to give them care. Today, everyone can generate AI slop. Boring and general content will not help you in any way.
Our designer Nikola will show you in May Short video course how we create texts with AI today. Specifically posts for LinkedIn and newsletters (including this one). The same rules apply to websites, landing pages, and product labels.
Where do you want to invest energy in 2026?
When you create a website in an afternoon... and with good documentation, everyone can do it... then you need to make sure that your website really stands out. Fulfill the needs of your customers. He helped them actually choose the best product or service. And he helped them long term.
1️⃣ Customer Research
The interviews and questionnaires generated are very realistic. On the other hand, you don't know what you can believe. Forget about generating research data. AI will help you with some research methods as a consultant or analyst, but not as a universal source of truth. Invest in customer research — interviews, questionnaires, data analytics, observations... and use data to change your website and marketing.
2️⃣ Verification of ideas
Thinking about a new product? To the service? Do you have a brilliant idea? Use the site to verify it quickly, cheaply and crudely. My brilliant ideas often people don't understand, don't need, and aren't willing to pay for them. We will teach you in training Inventing and validating ideas.
3️⃣ Stakeholder management
Graphics don't play a role? Should we generate content? Should we talk to the editorial staff? Everything is useless if you can't enforce it. At training Stakeholder management you will learn to align expectations and influence colleagues so that you can realize your ideas.
The goal is not to have a website. The goal is to bring more people to it, so that more people accept your offer, become customers and you can work with them for a long time.
AI won't do that for you on its own.
“Meaning-making is the bright line between what humans must do and what machines can do.”
- Vaughn Tan
Reading for the weekend
How I Learned to Like Claude Code
Mat Duggan describes his journey from an opponent of AI tools to a man who does multiple tasks at the same time. Thanks Claude Code.
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