According to The Wall Street Journal, chatbots are fast becoming the go-to source for online answers. As consumers turn to AI tools like ChatGPT, we’re seeing a steady erosion of traditional web search—and with it, one of the most important ways businesses connect with customers.
Since January 2024, the percentage of traffic heading to AI chats like OpenAI’s has quadrupled. That’s not a minor trend.
The biggest difference between large language models (LLMs) and search engines is simple: LLMs give you one answer. Not a list of ten blue links. Just one. That means fewer chances for your business to appear in front of potential customers.
This shift makes it clearer than ever: your domain name needs to be the center of your marketing galaxy.
Just like search engines and social networks before them, AI services are gatekeepers. They’ll try to control the messaging—your messaging. But brands that want to retain control of their voice and value proposition can’t afford to hand that over.
You may not be able to control massive tech trends like AI, but you cancontrol how you respond. The smartest move? Start collecting direct data—email addresses, form fills, conversations—from your website visitors. Don’t rely on Google, Facebook, or OpenAI to look out for your best interests.
Instead, tap into the traffic that AI and social platforms generate, then give people an off-ramp to a direct conversation with you. Build your email list. Optimize your landing pages. Make it easy to connect.
Despite what some people say, email isn’t dead. It’s alive and well—and still the most direct and effective way to reach your audience. Think about it: the same folks who claim email is outdated ask for your email address the second you sign up for anything. That’s no accident.
Treat AI, social, and search like what they are: tools for acquisition. Use them to attract attention, then shift that attention to your domain—your ecosystem—where you have control.
The truth is, these platforms often lose their edge over time. Just look at Facebook. Lately, the content I see is filled with clickbait thumbnails and bait-and-switch videos. It’s eroding trust. And that’s not unique to Facebook—these cycles repeat themselves.
So here’s the bottom line: keep your domain name and your email list at the center of your marketing strategy. That’s your home base. That’s where your messaging belongs.
