What Most Small Business Websites Are Missing in the Age of AI (And a Simple Fix)

The way people search online is changing fast — and AI is right at the center of it. Google’s new AI-generated results, voice assistants like Siri and Alexa, and even tools like ChatGPT are now answering questions directly, often before anyone clicks on a website.

If you’re a small business owner, nonprofit leader, or solopreneur, this shift can feel overwhelming. You’re already juggling clients, operations, and team management — marketing often falls to the bottom of the list. And honestly? Even marketers are struggling to keep up with how quickly things are changing.

That’s why so many websites are falling behind — not because you’re doing something wrong, but because the rules of the game have shifted. Let’s talk about what that means for you — and how to keep your business visible where it matters most.

The Mistake: Treating Your Website Like a Digital Brochure

For years, small businesses and nonprofits have approached websites as a “set it and forget it” tool:

• A homepage with basic info
• A services page with bullet points
• A contact form tucked away at the bottom

Search engines and AI tools are now directly answering these questions — often by pulling content from local business websites, Google Business Profiles, and reviews.

If your site doesn’t have content that addresses these questions (in clear, conversational language), chances are, your competitors are the ones being highlighted.

The Fix: Make Your Website a Digital Partner in Growth

You don’t need a bigger team or a giant budget. You just need to make your site more useful to the people (and search engines) looking for you. Here’s how:

1. Answer the Questions Your People Are Asking

Every business or nonprofit gets repeat questions. Instead of answering them one by one, use your website to do it for you.

• Add an FAQ section
• Write a short blog post answering each one
• Use phrases people might say out loud (“Who offers affordable wedding photography in [city]?”)

These changes can make your site more findable and save you time answering the same questions over and over again.

2. Keep Your Language Conversational

AI-powered tools are designed to understand natural speech. That means ditching jargon and writing like you’d explain something to a friend.

Not: “Premium financial solutions for all your lending needs.”
But: “Looking for mortgage refinancing in [city]? Here’s what you need to know.”

The simpler and more natural your language, the easier it is for both people and AI to understand what you do — and where you do it.

3. Make the Next Step Crystal Clear

Most small business websites bury their call-to-action. Don’t. Decide what you most want visitors to do — call, book an appointment, sign up for a newsletter, donate — and make it impossible to miss.

Make that next step super clear with buttons like:

• Schedule a consultation
• Join our email list for updates
• Get a free quote today

Clear calls-to-action like these turn casual visitors into real leads or supporters.

4. Add Local Signals

If location matters to your business (and for most of you, it does), make sure your site makes that obvious.

• Mention your city or neighborhood in your copy
• Answer location-based questions (like “best family lawyer in Uptown”)
• Share stories or examples tied to your community

The more local context you give, the more visible you’ll be in searches that matter most.

Simple, Strategic, and Doable

Your website doesn’t need to be flashy to work — it needs to be strategic.

When you shift from thinking of your website as a static brochure to seeing it as a helpful, search-friendly partner, you’ll:

• Attract more of the right clients or supporters in your local market
• Show up where AI-driven search tools are pulling answers
• Save time by letting your site do some of the heavy lifting

You don’t need to do everything at once. Start by adding one clear answer to your homepage or a strong call-to-action on your services page.

And if you’re ready for consistent visibility without the overwhelm? That’s exactly what I help with — building simple, strategic marketing that supports your goals and keeps you showing up where it counts. Let’s chat — I’d love to hear about your goals and explore how we can make your marketing feel simpler and more effective. Schedule a quick call to get started.