Do I Still Need a Website in the Zero-Click Era?

This article is a companion to our blog post, “What Does the Zero-Click Era Mean for Your Business?” If you haven’t read that one yet, we recommend starting there—it sets the stage for why this shift matters and what you can do about it.

What role does a website play when users get answers without clicking?

Yes, you still need a website, but its role is changing. Think of your website as your home base. It doesn’t always win clicks, but it should still:

• Build credibility
• Host long-form content
• Be an anchor for your online strategy

If users aren’t clicking, what’s the point of having a website?

Even if fewer users click through, a website remains your most controlled space online. It’s where you showcase your brand, build trust, and house deeper resources that AI and humans alike can reference.

How should your website content evolve in the Zero-Click Era?

Focus on creating clear, helpful content that aligns with your audience’s questions. Use structured headings, plain language, and FAQ-style sections. This not only improves readability, but it also helps AI systems understand and cite your information.

What platforms matter most, and how do they work together?

Here’s a Quick Platform & Purpose Chart:

Platform	Purpose
Google Search	Surfaces fast answers, don’t rely on traffic alone
Social Media	Builds brand presence and personality
YouTube	Establishes deep trust and long-term discoverability
Website	Validates authority and offers deeper resources

What Should You Measure Now? (Hint: It’s Not Just Traffic)

In a Zero-Click world, success isn’t just about visits, it’s about visibility and influence. Focus on new metrics like:

• Brand Mentions
• Shares and Saves
• AI Inclusions (Are you cited in summaries or tools?)
• Engagement Consistency

Marketing Success = being remembered and referenced, not just visited.

Final Thought: Don’t Panic. Prepare.

This isn’t the death of SEO, it’s an evolution. Google and AI are changing the rules, but that’s an opportunity. One of the key ideas Marcus Sheridan shares in Endless Customers is that businesses most likely to succeed in the Zero-Click and AI-driven world are those focused on more than just transactions. It’s the businesses that build trust, authority, and long-term connections. It’s not just about selling products; it’s about becoming the go-to voice in your space.

So, build something worth remembering.

Bonus Resource: Our Zero-Click Content Strategy Guide

Want to see the structure we’re currently experimenting with for blog content that’s more aligned with how AI summarizes search results?

Download our free Zero-Click Content Strategy Guide to explore how we’re:

• Framing posts around clear, relevant questions
• Answering natural follow-up queries within the same article
• Aiming for clarity and conciseness to support both readers and AI systems

This isn’t a magic formula, but it’s a strategy we’re currently testing to make content more helpful, memorable, and potentially more visible in AI-driven results. By joining our text message list, you’ll get access to this Google Document FREE! 👇

To Get Access to our KBM Zero-Click Content Strategy Guide
Text “zeroclick” to 1.863.246.5005