Filler: Who Answers When Your Website Doesn't Cover the Topic ?
Companies keep building the website. More pages, better copy, a rebuilt pricing page, a resource library.
Buyers stopped reading it.
Forrester surveyed close to 18,000 business buyers in 2025. Ninety-four percent used AI somewhere in the buying process, up five points in a year. Twice as many named generative AI or conversational search their most meaningful source than named any other, ahead of vendor websites, product experts and sales teams.
They paste the URL into an assistant and ask questions instead. The assistant reads the site once, then answers whatever comes next. Pricing, implementation, what goes wrong, why customers leave.
I tested this against a vendor that publishes more than most. Fifty-two articles in its getting started hub. Seventy-two in audit readiness.
Asked what implementation involves, thirteen sources came back. Not one of them was the vendor's. Seven came from a single consultancy.
Why the questions keep coming
A buyer...
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