Insights on strategy, websites, UX, and digital growth

Yes. Just not in the way you might think.

Most of the time, when businesses talk about “AI” in digital marketing, they jump straight to tools.
Writing tools. Design tools. Automation tools.

But the real shift is deeper than that. The real shift is this:

AI is changing how people find answers.

And if you’re planning a new website, content strategy, or digital marketing approach, that’s the shift you need to pay attention to.

SEO isn’t dead, but it is different

For years, getting to the top of page one in Google was the benchmark. A reliable goal. A measurable ROI. But now we’re seeing something odd.

Sites are still ranking. Impressions are up. But click-through rates are down.

Why? Because Google, for the first time in over 20 years is reacting rather than leading. AI tools are threatening its model, so it’s cramming more into every results page:

• AI summaries
• Answer boxes
• Image carousels
• "People Also Ask" boxes
• Video suggestions
• Shopping results
• Ads on ads on ads

Your website might be featured five times on the page. But it might only earn a fraction of the clicks it used to.

So the question becomes: How do you still get found—and clicked—in a world where the web is being summarised for you?

The answer is…answers

You don’t beat the AI tools. You feed them.

We’re seeing more traffic from AI tools themselves: platforms like ChatGPT, Gemini, and Perplexity. And unlike Google, these aren’t just search engines. They’re answer engines. People are typing full, nuanced questions directly into these tools, often bypassing traditional search engines altogether.

If your content doesn’t help answer those questions clearly and confidently, you’re not part of the result. And hence you’re not part of the conversation.

That means your website needs to do more than rank. It needs to explain. It needs to answer. It needs to make sense when lifted out of context.

This is where Discovery forms a key part of planning a new website or content strategy.

Most businesses aren’t great at identifying what their customers are actually trying to do—let alone the questions those customers are asking along the way. Even senior leadership teams often default to internal priorities rather than external needs. Assumptions slip in. Guesswork becomes content. Notions become sacred cows.

A proper discovery phase helps break that cycle. It brings focus, and a bit of friction. It gives you time and space to ask the right questions. To challenge what you think you know. And to start seeing the business from the outside in.

That clarity doesn’t just shape your sitemap or UX. It directly informs your content strategy, because now, you're not guessing at what to say. You’re answering real questions. You’re reflecting the words and needs of your actual customers. And you're doing it in a way that helps both people and AI tools understand the value you offer.

Done right, Discovery becomes the foundation for your entire digital strategy, not a separate activity, but a crucial part of how you plan, write, and structure your site from day one.

Is paid search the fallback? Not quite. It’s part of the system

With organic search becoming less predictable, paid channels are becoming essential to help generate leads and drive traffic to your site.

But this isn’t about throwing money at the problem.

Paid search is most effective when it’s aligned with your website’s structure, messaging, and customer journey. That’s why we often link it directly to discovery—because the clearer your customer proposition is, the more relevant and targeted your ads become.

Add in ROI tracking (through tools like morphBI), and you can start to connect actual sales performance to specific campaigns and landing pages. This gives you a much clearer picture of what’s working and what’s not, and helps you improve results over time.

So if you're wondering how to make better use of your ad spend—or how to make sure your website isn’t holding your campaigns back, it’s not just a media buying problem. It’s a strategic one. And it starts upstream.

Where this all lands

If you’re planning a new website—or trying to make your current one perform better—here are a few questions worth asking:

• What kinds of questions are your customers really asking?
• Is your content answering those clearly, or just talking about you?
• Is your site structured in a way that helps people (and AI tools) find those answers easily?
• Do your paid ads align with what your ideal customers actually care about?
• Are you able to track what’s working—or just guessing at ROI?

AI isn’t just another tool. It’s a shift in how people research, decide, and buy.

Your digital strategy—including your website, your content, your ads—needs to meet that shift head-on.

And it all starts with asking better questions.