AI-driven search and generative tools are changing content discovery and reducing traditional website visits, requiring large language model optimization (LLMO) to be part of redesign planning. Organic search traffic is expected to decline sharply by 2028, while a large share of Google searches now end without a click. AI-generated summaries appear in roughly a third of searches, and users increasingly complete research inside AI and search environments. Despite lower visit volumes, traffic from AI-powered search can convert at higher rates, so redesigns must prioritize visibility, conversion-focused design, and adaptation to AI result formats.
Search is changing fast - and so is how people discover content online. AI-driven tools like ChatGPT are cutting into traditional website traffic, pushing businesses to rethink how they design and optimize their digital presence. I saw this shift up close during a recent website redesign and brand refresh. In the past, redesigning a site meant focusing on user experience, brand storytelling, tailored content and SEO. This time, another factor came into play: large language model optimization (LLMO).
Organic search traffic is projected to drop by more than 50% by 2028, and the impact is already visible. Nearly 60% of Google searches in the U.S. end without a click, as users find answers directly on the results page. Google's AI-generated summaries - now appearing in 33% of searches - reinforce this shift by delivering quick responses that reduce the need to visit individual sites.
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