Is Your Website Obsolete in the Age of AI? Think Again.
By Toby Weiss, Weiss Productions LLC
Why Google’s AI-driven search makes a strategic online home more critical than ever for Central Oregon businesses.
You’ve probably noticed it yourself—ask Google a question, and it often gives you the answer directly, no clicking required. This shift, driven by powerful Artificial Intelligence, is fundamentally changing how we all find information. Personally, I’ve begun to appreciate the convenience. But as a business owner, it also made me pause and ask a critical question: "In an age of instant AI answers, is my website still a necessary investment?"
That question is exactly what sparked this article. If you’re asking it too, you’re thinking like a strategist. And the answer, I’ve found, is a resounding yes. In fact, your website’s strategic importance has never been greater. At Weiss Productions, as we’ve expanded from capturing our clients' stories through video to building their complete digital homes, we see this evolution not as a threat, but as a clarifying moment. The game has changed, but the right game plan ensures you’ll win.
Your Digital Homestead in a Rented World
Let's explore why this makes sense. Think of your social media profiles as rented stalls at a busy market. You can attract a crowd, but you’re ultimately subject to the market’s rules—changing layouts, noisy neighbors, and the risk of the entire market losing popularity overnight. How often do you see posts from frustrated peers titled something like, “The algorithm has changed again!”?
Your website, however, is your homestead. It’s the land you own. It’s your permanent address online, the central hub where all your marketing efforts—from social media and email to print ads—should lead. It’s the one space where you have complete control over your brand’s narrative and the customer’s journey. And on your own property, video is king for creating a space where visitors want to stay awhile.
Here in Central Oregon, where business is built on relationships and a solid handshake, that control is paramount. A professional, well-maintained website is your 24/7 digital handshake. It signals legitimacy and stability, showing potential clients you are a serious, enduring part of this community. It’s where you can showcase testimonials from local customers and tell your authentic story with a depth and creativity that an AI summary can never replicate. This is where you move beyond just being found and start building real trust.
Ultimately, your website is your most powerful conversion machine. It’s the final destination where interest becomes action—where a curious visitor watches your videos, views your portfolio, reads about your successes, and then feels confident enough to fill out a contact form, book an appointment, or purchase a product.
One Size Doesn't Fit All: Matching the Tool to the Goal
The crucial question isn't if you need a website, but what job you need your website to do. The answer dictates the right tool.
The Digital Business Card (The One-Pager): For many businesses, the goal is to provide essential information and a single, clear call to action. A one-page website does this brilliantly. It’s a simple, focused site that gets straight to the point. Think of your favorite local food truck wanting to show its menu and location, or a contractor highlighting their specialty and phone number. It’s cost-effective, easy for users to navigate on mobile, and laser-focused on a single objective.
The Comprehensive Digital Experience (The Multi-Page Site): For businesses with multiple services, an e-commerce store, or a need to establish deep expertise, a multi-page site is essential. This is the traditional website structure with dedicated pages for everything from service details and product catalogs to project galleries and a blog. A real estate agency with property listings or a professional services firm building thought leadership needs this comprehensive structure. It’s a powerhouse for Search Engine Optimization (SEO), allows for rich, in-depth storytelling, and can cater to the diverse needs of a broad customer base.
Your Next Move
The evolution of search doesn’t make your website obsolete; it makes it the star player. AI is becoming a powerful filter, weeding out casual browsers and delivering more qualified, high-intent customers to your digital doorstep. Your website’s job is to be ready for them.
So, take a fresh look at your online presence. Think about how you can use powerful tools like video to make it more engaging. It’s time to stop seeing your website as a static brochure and start treating it as the most active, valuable tool for your business’s growth. The question is no longer about having a presence, but about having a purpose.
