The internet is undergoing its most fundamental transformation since the birth of the web browser. While millions of dollars continue to be poured into homepage redesigns, a seismic shift in behavior is rendering these efforts obsolete. The numbers don’t lie: we’ve entered the age of the question, not the click.

The great click recession

In 2024, nearly 60% of Google searches ended without a single click, compared to just 26% in 2022. This isn’t a gradual decline. It’s a behavioral revolution. Users are no longer browsing; they’re asking. And when AI provides the answer directly on the search results page, there’s simply no need to visit your carefully crafted homepage.

The behavioral evidence is everywhere. ChatGPT reached 700 million weekly users in August, processing 2.5 billi

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