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Your Website Isn’t Your Homepage Anymore — AI Is

  Dana Harder  ·  1 minute read

For years, your homepage was the crown jewel of your brand. You agonized over the hero headline, the copy, the CTA, the brand story. You rebuilt it every 18 months like clockwork.

But today?

Your homepage isn’t your homepage anymore. AI is.

Your buyer’s actual first impression happens long before they ever hit your website.

Here’s the sequence your buyer takes now:

  1. They Google a problem.
  2. AI shows them an instant answer box summarizing the top solutions.
  3. They compare those answers using ChatGPT or Gemini.
  4. THEN — maybe — they decide to click through to you.

In other words, your homepage doesn’t matter if AI never sends them there.

Your new front door is the AI-generated summary.

So the question becomes: What does AI think your homepage should say?

Because that’s what buyers see first.

The New Job of Your Website

Your website used to do two jobs:

  • Educate
  • Convert

Now it does one:

  • Reinforce what AI has already told them

When buyers arrive on your site now, they’re not asking: “What does this company do?”

They’re asking: “Does this match what AI told me?”

This is a massive shift in responsibility.

What You Should Do About It

1. Rewrite your homepage FOR AI validation and NOT intro education.

Open with:

  • The problem you solve
  • Who it’s for
  • Your proof
  • Your differentiators

Stop hiding the point under pretty copy because buyers want confirmation, not poetry.

2. Build an “AI-ready” content ecosystem.

AI pulls from:

  • Structured pages
  • FAQ content
  • Comparison pages
  • Authoritative pillar content
  • Expert voices
  • Third-party proof

If you’re not feeding the machine structured, factual content, it won’t send buyers to you.

3. Track what AI says about your brand.

Literally ask:

  • What does [Brand] do?
  • Who are the top companies for X?
  • What are alternatives to [Brand]?

You’ll learn quickly how you’re being positioned — and whether AI is introducing you accurately, incorrectly, or not at all.

4. Audit your homepage for “AI coherence.”

Does it:

  • Match the language AI uses?
  • Reinforce what AI says you do?
  • Clearly articulate your category and product?
  • Surface your differentiators above the fold?

Your homepage is no longer the first touch. It’s the validation touch.

Bottom Line

Your homepage used to introduce you. AI does that now.

Your homepage now has one job: Confirm the story AI already told your buyer — and convince them AI was right about you.

AI is introducing you whether you like it or not — let’s make sure it gets your story right. Connect with our team at Unreal to learn more about how we can help.