There was a time when having a website meant you were doing the right thing.
A homepage. A few service pages. A contact form.
You were findable.
That’s changed.... *cue awkward slience*
Your website is no longer just competing with other websites. It’s competing with AI answers, search summaries, social content, and very short attention spans. If your site isn’t built to be found and understood quickly, it gets skipped.
The shift from searching to skimming
People don’t browse the way they used to. They ask a question, scan the answer, and move on.
Sometimes that answer comes from Google. Sometimes from AI. Sometimes from social media. Often, they don’t click through at all.
That changes the role of your website. It’s not just a destination anymore, it’s a source. Hot tip, if your content isn’t clear, structured, and specific, it won’t be used.
What findability actually means
Please don't think findability is just about SEO.
It’s whether your business can be:
- Found
- Understood
- Trusted
- Chosen
Across different platforms, think: search engines, AI tools, maps and social.
If your website doesn’t clearly say what you do and who it’s for, you’re harder to find in all of them.
Where most websites go wrong
Most websites start with design. Layout first. Colours. Fonts. The words come later. That’s where things fall apart (Don't get me wrong, design is important for visual communication and engagement but messaging is so important).
If you start with design you end up with:
- Vague messaging
- Overwritten headlines
- Missing detail
- No clear structure and often lots of waffle (and not the yummy kind my Dad makes).
It might look good, but it doesn’t do much. And tools that surface content don’t care how it looks. They care how clear it is.
Clarity beats cleverness
If someone (or something) scans your site, can it tell what you do in seconds?
This: "We create elevated brand experiences that inspire connection."
Sounds polished. Says very little.
This: "We design and build websites for service-based businesses that need more leads."
Plain, specific and easy to understand. Capeesh?
What your website needs to do
If you want to be found, your website needs to do three things well:
1. Be obvious
Say what you do. Say who it’s for. Say it early.
Don’t rely on people to figure it out.
2. Be easy to scan
Use headings. Short sections. Simple language.
Make it easy to pull meaning from quickly.
3. Be built on strategy
Design should support the message, not replace it.
If the message isn’t clear, design won’t fix it.
Content still matters
Your website shouldn’t just exist. It should answer questions. Good content does two things:
- Helps your audience understand what you do
- Gives search and AI something clear to work with.
That’s where service pages, FAQs, and blogs come in. Not more content. Better content.
The reality: Less clicking
More people are getting answers without visiting websites and that doesn’t make your website less important, it makes clarity more important. Because if your content is used to answer the question, you’re still part of the decision.
Where to start
If your website hasn’t been reviewed in a while:
- Check your messaging. Is it clear? (Ask someone who knows nothing about what you do to sanity check if, your eyes are bias!)
- Check your structure. Is it easy to scan and get the key takeaways?
- Make sure your services & POD (point of difference) are obvious within seconds
- Write for real questions your audience asks
Start there and then let's organise to have a coffee. Refreshing your website is critical in your businesses success.
About the Author of this blog:
Maddie Riehl
Founder and Director of Hey Marketing. Maddie has a passion for all things digital marketing.
She began her career in marketing in 2013. From there she completed a Cert IV in marketing and further developed her skills and knowledge base.
After seeing some flaws in other agency offerings, Maddie wanted to create a marketing agency where things are done a little differently - and so Hey Marketing was born!
