Why Websites Are Less Important

Understanding Changes in Consumer Behavior

Kyle Gargaro (ACHR News):

We were discussing this before I hit record, but with the rise of AI overviews, we’re noticing that people often aren’t clicking through to websites for more information. They get a condensed version on ductless technology from the AI summary and feel no need to explore further. Are you seeing this trend in searches for ductless systems as well? How can contractors combat this issue?

Michelle LaFrance (The Duchess of Ductless):

You mean in relation to the AI overview?

Kyle Gargaro:

Yes, exactly. Typically, when someone searches, they would see the first couple of sentences and decide to click on the link for more information. Now, homeowners might just look at the AI-generated paragraphs that answer their questions directly. There’s no incentive to click through anymore.

Michelle LaFrance:

That’s right. We’re observing that people are scrolling less to see what’s available on the first search results page. In the past, we would say that if you were on the second page, it was irrelevant. Everyone aimed to get on the first page. But now, if businesses are at the top of the page, people are taking that AI-generated advice as trustworthy and tend to click on the three listings provided on the side.