New AI tools are affecting search traffic to both nonprofit and business websites. Seeing a decline in visitors to your website can be upsetting, so we asked our in-house specialist to explain, in plain language, what is going on and what to do about it.
1) People are using AI to search for information online
Online search is being transformed by AI. Google has “AI Overviews” at the top of many search results pages as well as an AI Mode that can be enabled. Bing has its own AI currently called Copilot. And people are increasingly using ChatGPT to find information and resources, bypassing Google, Bing, and other search engines altogether.
This means that the way new people find your website is changing quickly. These changes will continue—and it’s hard to predict how people will find resources online a year or two from now.
2) AI search results in FEWER people going to source websites (like yours)
If your nonprofit or business website is seeing a downward trend in users (from search or otherwise), you are not alone.
Thanks to the changes in AI search, initial research shows that in 60% of online searches, people never leave the search page or AI tool (source). Instead, people rely on the AI search tools to summarize and present answers to them.
The result is up to 60% fewer people going to actual websites.
To counter this, the number of online searches overall is still growing, but it’s worth being prepared for long-term changes in who is finding your website and how.
It’s also likely that websites with lots of AI-written content may see future decreases in search traffic. Think about it: if ChatGPT writes an article for you and you post it on your website, why would ChatGPT direct users to that article when it could just TELL users the information directly?
3) If your board or leadership looks at metrics like total site visitors, prepare them for changes
Many nonprofits and businesses have long considered total visitors to their website as an important metric for defining reach and audience. If this is the case in your organization, it’s worth taking the time to prepare your board and leadership for the changes ahead.
Make sure folks understand that online search is changing rapidly. More people may be accessing your resources and insights directly through AI tools rather than on your website. These sorts of interactions with your website content are happening OFF your website, meaning they cannot be tracked or summarized in a pretty chart.
Some potential pros and cons you can share include:
- It may be easier for people to access the valuable resources and information your nonprofit or business provides. That means your reach may be growing even if you can’t track it.
- The people who do click through onto your website may be MORE interested in what you do than before, because they aren’t satisfied with a solely AI-generated answer.
- What this all means for websites, online search traffic to your site, and online ads is still unknown. When it comes to outcomes, human behavior and preference are as important as the AI tools themselves.
4) Demonstrating expertise on your site matters more than ever
When people get to your website, make sure they find more expertise and insight than they can get through ChatGPT (otherwise, you will likely lose new visitors quickly).
Your mission, your experience, and your impact are what set you apart. This is what will keep people coming back to your website and engaging with your organization.
5) Make it easy for people who land on your website to take action
For most nonprofits and businesses, getting people to your website is just the first step. Once someone visits your site, you want them to take an action.
For example, you might want visitors to sign up for your newsletter, download a free resource, attend an event, get in touch with you about services, make a donation, or purchase a course, book, or webinar.
Make it as easy as possible for people to take your desired action. Think about the way AI search panels deliver information. They are simple, clear, and provide a couple of select links for those who want to learn more.
For example, if you want people who visit your blog to sign up for your newsletter, don’t clutter your posts with dozens of links and buttons about all the other courses, programs, and books you sell.
Change Will Continue, So Stay Focused and Centered on Your Mission
No one knows how AI will affect your website traffic long-term. We don’t even know how AI will affect our lives and work long-term!
But we do know that people will continue to need what you offer, whether that’s community services, business services, or other mission-focused work.
The clearer you are about your vision and mission, your goals, and your strategy to achieve those goals, the easier it will be to connect with your audiences—whether that’s clients, donors, or other supporters. For more resources for achieving that clarity, you can check out our guide to assessing your vision and mission statements (it includes a short but very effective quiz).
