🔹From Google to AI Assistant

Until recently, it was almost a law: if you are not on the first page of Google results, you practically do not exist. However, the search paradigm is shifting.

More and more users are turning to AI assistants for information. Why scroll through dozens of links and ads when you can get a concise answer from a chatbot?

Of course, Google still holds the primacy (in 2024 it still records about 14 billion searches daily), but the decline trend is clear. Gartner’s research already warns that by 2026, the number of classic searches could fall by a quarter thanks to AI tools.

In fact, one survey in the US showed that 27% of people already use AI chatbots like ChatGPT instead of search engines for searching.

What does this mean for your website? AI assistants don’t “pop out of a vacuum” – they rely on information available on the internet. When ChatGPT or Bing AI generate an answer, they draw knowledge from the web.

If your content is outdated, poorly ranked, or technically inaccessible, the AI will bypass it. Conversely, a modern website optimized for SEO will also be the foundation for AI – well-structured data, relevant and up-to-date content, and quality links ensure that your site not only dominates Google search, which is going through various turbulences, but also “jumps” into AI platform responses.

The search paradigm is changing, but one thing remains constant: a quality website is the starting point for both audiences – for human users and for the AI assistants that help them.

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🔹 WordPress – The Best Choice for SMEs (Small and Medium Enterprises)

When it comes to building a modern website, WordPress has established itself as the gold standard for small and medium enterprises. And that’s not just our opinion; statistics confirm it: WordPress today powers about 43.5% of all websites on the internet!

That is a stunning dominance – over half a billion websites globally use this platform, which is about 61% of the entire CMS market.

Why is this important for you as an entrepreneur or SME owner? Because by choosing WordPress, you are choosing proven, reliable technology developed and supported by a huge community worldwide.

Here’s specifically what you get with WordPress:

• • A Massive Ecosystem of Plugins and Themes: There are over 70,000 plugins (additional modules) for WordPress that can cover practically every functionality you can imagine – from SEO optimization, contact forms, and analytics to e-commerce. Instead of paying a programmer to code a function from scratch for months, you can often solve it by installing a verified plugin. This saves both time and money.

• • Community Support: Millions of developers, designers, and users know and love WordPress. This means you can easily find help in forums, tutorials, or hire an expert anywhere in the world. You are not tied to one programmer or one agency – WordPress knowledge is globally widespread and always at your fingertips.

• • Constant Development and Security Updates: The WordPress platform is constantly being improved. Updates are regularly released that bring new features, fix bugs, and enhance security. (Yes, this means you must regularly update your site – but more on that later.) When you use WordPress, you practically have an army of open-source programmers constantly working to make your site better, faster, and more secure.

  • Flexibility and Scalability: Whether you need a simple “brochure” site of a few pages or a complex web portal with hundreds of pages and a webshop, WordPress can scale. You won’t outgrow WordPress as your business grows – which is a huge advantage over some “site builder” solutions or narrow closed platforms.

In the end, the argument “WordPress vs. building a site from scratch” often boils down to the same thing: why reinvent the wheel? WordPress provides a robust foundation that we then adapt to your needs. For SMEs, this means faster development, lower costs, and proven solutions. Plus, with so many users worldwide, it’s clear that WordPress is not a passing trend but the pillar of the modern web.

(By the way, it’s worth noting – the key phrase is “modern WordPress site.” Not every WP site is automatically good; it’s important that it is properly developed and maintained. But with experienced professionals, you get all the benefits of the platform without the usual problems.)

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🔹 Debunking WordPress Myths: Speed, Performance, and Security

You might have heard: “Oh, WordPress is slow”, “WordPress is insecure”, “WordPress is only for blogs”. It’s time to retire those myths. The truth is that a WordPress site can be lightning-fast and completely reliable, if done correctly.

• • Myth 1: WordPress is Slow. Incorrect – a poorly made site is slow, whether it’s WordPress or anything else. With the right optimizations, a WordPress site can load in under 2 seconds. There are clear methods to speed up a WP site: page caching, image optimization, using a CDN for content delivery, code minimization, choosing a lightweight theme, and carefully selecting plugins. Powerful tools like WP Rocket or other plugins are available to “turbocharge” your site. The result? Your WordPress site can comfortably achieve a high score on the Google PageSpeed test. So – speed is money, and WordPress absolutely allows you to have speed.

• • Myth 2: WordPress is Insecure. Also wrong – the WordPress core is very secure and regularly updated. It’s true that due to the huge popularity of WordPress, hackers often target WP sites, but precisely for this reason, there is a whole arsenal of security solutions: security plugins (e.g., Wordfence, Sucuri), regular updates of the core and plugins (which patch potential vulnerabilities), backup solutions, two-factor authentication… With the appropriate measures, a WordPress site can be a fortress. (Think of how many government and corporate sites run on WP – believe me, they wouldn’t be there if the platform wasn’t secure with proper maintenance.)

  • Myth 3: WordPress is Only for Blogs. This might have been true 15+ years ago, but today WordPress powers complex e-shops, and social networks (BuddyPress), and forums (bbPress), and e-learning platforms, and even the sites of major brands and media. From a simple page for a local bakery to the CNN website – WordPress can do it all. Its flexibility means there are virtually no limitations in design and functionality; everything that custom code can do, WordPress can do too (usually faster).

Key takeaway: don’t dismiss WordPress due to outdated misconceptions. With the right approach, a WP site will be fast, optimized, secure, and ready to grow with your business. And you’ll save time and money (a nice prelude to the next chapter…).

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🔹 Why Coding a Website from Scratch is (Almost Always) Wrong and Expensive?

Imagine building a house by manually making both the brick and the cement every time – instead of using ready-made, verified materials. That’s somewhat what building a website from scratch looks like when a powerful “off-the-shelf” platform like WordPress already exists. Of course, there are specific cases where exotic, custom solutions are justified, but for 99% of small and medium firms, custom coding the entire site is a waste of resources.

Here’s why:

• • The Financial Aspect: Building a site from scratch often costs drastically more. An average fully custom web project can cost from a few thousand to tens of thousands of euros, depending on complexity. On the other hand, a WordPress site can be obtained for a smaller amount, even with professional development and unique design. Why? Because many functionalities don’t need to be developed manually – ready-made solutions exist and can be adapted.

• • Development Time: Time is money. A custom site can be developed for months, while a WordPress site can often be launched in a few weeks (or sooner, for simpler projects). Faster online presence means faster acquisition of potential clients.

• • Maintenance and Upgrades: When you have a manually coded site, every change or bug fix depends on the same team (or individual) that built it. If they are not always available or are inconsistent in their work, you have a problem. With WordPress, the code is standardized, and the community is global – any experienced WP expert can take over maintenance. Functionality upgrades are systematized – you add a new plugin or replace a theme, instead of writing hundreds of lines of code from scratch.

  • Tested Solutions vs. Reinventing the Wheel: The WordPress ecosystem has existed for almost 20 years. Popular plugins and themes have been tested on hundreds of thousands of sites before yours. This means fewer bugs and sleepless nights. With custom solutions, you are the guinea pig who will discover bugs along the way, often at your own expense.

Of course, a WordPress site also needs to be developed smartly – hiring an expert to set up and customize your WP site is the best investment. But even with that investment, the cost will still be less than developing everything from scratch. Instead of financing a team of programmers for months, you can invest that money in marketing, SEO, or improving your products/services.

The message is clear: do not let someone convince you that “only custom code is worthwhile”. For most businesses, WordPress offers exactly what is needed – a quality, adaptable site, with an optimal balance of price and quality.

• Responsive Design: The site must automatically adapt to various screen sizes. Whether the user views it on a phone, tablet, or laptop, the content must be readable, images properly scaled, and the menu easily usable.

 

• Loading Speed on Mobile Internet: Mobile users often don’t have fast Wi-Fi but use 4G/5G with varying signals. Therefore, optimize the site to be “light”: compressed images, minimized scripts, asynchronous content loading. No one will wait 10 seconds for your homepage to load on mobile – in fact, after just 3 seconds of waiting, a large portion of users gives up and leaves the page.

• UX for Touch: Design adapted for touch – buttons large enough for a finger, links spaced adequately to be easily clicked, avoiding “hover” effects that don’t work on touchscreens, etc. Navigation must be simple and intuitive to the touch.

• Content Tailored for the Mobile User: Short and clear messages, visible without excessive scrolling. Mobile users often “scan” content on the go, so the first section of every page is critically important (see the next chapter on how every page must work as a landing page).

Mobile-first is no longer a choice but a necessity. If your site does not provide an excellent mobile experience, you risk not only a poorer SEO rank but also losing a large number of potential clients who will simply go to a competitor’s site that works well on their phone. In an era when everyone “lives” on their phones, your site must be comfortably placed in their palm.

🔹 On-page SEO in the Age of AI – Quality Above All

SEO (Search Engine Optimization) is changing in tactics – it has never been more important. In the age of AI assistants, quality content and a technically sound site are your main assets to be found – whether by the Google bot or ChatGPT. Here is what is crucial today for on-page SEO:

• • Quality, Relevant Content: The old SEO mantra “content is king” still holds true. AI systems are trained on vast amounts of text – the best way to “feed” and impress both AI and people is to have expert, useful content on your site. Write blog posts that solve your users’ problems, publish case studies, and answers to frequently asked questions – anything that adds value. Such content will naturally include the keywords that are important to you, and AI assistants will recognize it as a relevant source of information.

• • Structure and Metadata: SEO today is not just a keyword in the title. It is important that your site has a clean structure – use H1, H2, H3 headings logically, add a meta title and description for every page, and alt tags for images. Using schema markup (structured data) can help search engines better understand your content and even display “rich” results (e.g., review stars, FAQ sections, and similar directly in Google).

• • Optimization for Speed and Core Web Vitals: Google and other search engines increasingly view user experience as part of the SEO puzzle. Core Web Vitals metrics (LCP, FID, CLS) measure how quickly and stably your site loads. Thus, the speed we talked about affects not only users but also the SEO rank. WordPress gives you an advantage here too – with the right plugins and a little configuration, you can achieve excellent results in these areas.

  • Easy Management of SEO Elements in WordPress: One of the beauties of WP is SEO plugins like Yoast SEO, Rank Math, and similar. They practically hold your hand – they help you set meta descriptions, titles, keywords, give suggestions for improving text readability, generate an XML sitemap for Google, etc.

Keep in mind: as much as 70% of web traffic still starts with a Google search. Organic traffic is free and often the highest quality – these are people actively looking for what you offer. That’s why we must not neglect SEO even in the age of AI.

Furthermore, we can expect that SEO practice will expand to include optimization for AI assistant responses (e.g., optimizing content so that AI quotes you as the source of the answer). And the basic prerequisite for AI to even “notice” you is that you have a well-optimized site full of quality information.

In short, on-page SEO today means building a site for users, not for algorithms – because algorithms (whether Google’s or ChatGPT’s) are increasingly better at recognizing true quality.

🔹 Every Page as a Homepage – The Concept of Convergence and Divergence

One of our innovative digital marketing concepts is: “Every page of your site is an entry page.” We used to focus only on the homepage as the main entry for visitors, but today users can reach you from all sides – through a blog post they found on Google, through a product page they came to from a Facebook ad, through an article suggested by an AI assistant. That’s why every page must be designed as a mini-homepage, capable of presenting itself independently to a new visitor.

How to apply the “every page as a homepage” concept in practice:

• • Every more important page (whether product, service, or blog post) should clearly communicate who you are and what you offer, at least in the footer or through a short “About Us” section. Imagine that is the only page the visitor has seen – would they understand what you do and how you can help them?

• • Call to action (CTA) is not reserved only for the homepage. Insert relevant CTAs on all pages: e.g., at the end of a blog post offer “Learn more about our services” or “Schedule a consultation.” On a service page, offer an inquiry form or a “Contact Us” button. You don’t know where the user will decide they are ready to contact you – enable them to do so everywhere.

• • Design and Navigation Consistency: If someone enters your site “sideways,” well-designed navigation and visual identity will help them feel “at home” and encourage them to explore other parts of the site. Clearly highlight the menu, the logo (which leads to the homepage for those who still want to see the whole site), and possibly breadcrumb navigation so they know where they are.

  • SEO Consideration: Optimize every page for specific keywords and the user’s intent. Maybe someone found you because they Googled that exact blog post – they have a certain intent (informational, for example). Think about the next step you want that visitor to take (e.g., read related articles or view your service related to that topic) and make that path visible and easy.

The convergence of marketing channels brings people to your site, and the divergence of user paths means they easily navigate from the site toward the goal that suits them. Every page must play its role in convincing and converting the visitor. When you set things up this way, your site becomes a network of well-tuned “landing” pages, instead of a “brochure” where only the cover page is interesting.

🔹 Strategic Understanding of Online Business – Invest Smartly (Machine vs. Website Example)

We often encounter this in practice: a business owner has no problem investing hundreds of thousands of euros in new equipment, machinery, and renovating the premises – which is, of course, important – but considers the website an expense that should be minimized. The result? We have a company with top-notch production capacities but an outdated site from 2010 that repels customers. It’s like buying the latest car model but keeping it parked on a dark, secluded street where no one sees it, with dirty windows.

Strategic understanding of online business entails realizing that today the website is just as important an investment as any machine in production or company vehicle. The site works 24/7, represents you globally, and is often the first (if not the only) consumer touchpoint with your brand. If you fail there, all other investments lose value because the audience doesn’t reach you.

Let’s go back to the example: You invested in a cutting-edge machine that produces a fantastic product. But who will find out about that product if your online presentation is poor? A potential client searches for a solution to their problem, stumbles upon your site which is slow, uninformative, and doesn’t instill trust… They are highly likely to click “Back” and go to a competitor. Those few thousand euros saved on building a modern site suddenly seem minuscule compared to the lost sales.

Statistics support this story: we already mentioned that 62% of consumers won’t deal with a business they can’t find adequately online. Also, research shows that as many as 94% of visitors base their first impression of a company’s credibility on the website’s design. So, a poor website can sink even the best business.

The smart strategy is to view the website as an investment with a clear return (ROI), not an expense. Investing in a good website and digital marketing means more clients, more business, and greater brand recognition. A machine can increase your production, but a website can increase your sales. The ideal is to have both – powerful “machinery” in the background and a great digital face outwards.

If you have to choose where to invest your next 10 thousand euros – consider which part of your business can generate the most new revenue for that money. Very often, upgrading your online presence yields faster and greater results than another investment in equipment or space. In 2025, the website is the foundation of your sales strategy just as much as the quality of your product or service.

🔹 Multichannel Strategy – Connecting the Website with Social Media, Email, and Chat Apps

In modern marketing, presence on multiple channels (multichannel) is not a luxury but a necessity. Your customers are dispersed: some “hang out” on Facebook, others on Instagram, some will click on a newsletter in their inbox, and many prefer quick communication via WhatsApp or Viber.

Research shows that 95% of consumers use more than one channel when making a purchasing decision. That’s why it is important that your online strategy is orchestrated across all these channels, and that your website is the central point of that orchestration.

What does this look like in practice?

• • Social Media → Website: Every one of your social media profiles should drive traffic to the website. Posted a new product on Instagram? In the description say “details are on the site, link in bio.” Share a link to a blog post on your site on Facebook. The website contains more detailed information and conversion elements (purchase, contact form) that the social network does not have.

• • Website → Social Media: Highlight social media icons on the website – let visitors see that you are active elsewhere too. You can even embed an Instagram feed or YouTube video on the site to provide content from social media to site visitors. All this builds trust (ah, look at them, they are active and have followers).

• • Email Marketing: Collect email addresses via the website (pop-up or a “Sign up for our newsletter and get a discount” form). Email is still one of the most effective sales channels. When you send a newsletter, lead users to relevant pages on your site (e.g., a new blog, special offer, case study). Conversely, archive some newsletter content as blog posts on the site for those who are not subscribed.

• • Chat Apps and Messaging: In our region, Viber is extremely popular, WhatsApp as well. Consider implementing a WhatsApp or Viber chat option on the site – a visitor can initiate a conversation with you via the app they already use with one click. The same applies to the Facebook Messenger live chat plugin. The essence is to make communication easier for the user via the channel that suits them best. Someone prefers to call (highlight the phone number on the site!), and someone else would rather quickly send a message in a messaging app.

  • Message Consistency: Multichannel does not mean telling a different story everywhere. On the contrary, branding and key messages should be harmonized. Your website will often contain details and the “full story,” while on other channels you place summaries and calls to action. Wherever a user comes into contact with you – whether on TikTok or via a flyer at a trade show – they should feel the same brand tone and values, and ultimately be directed to your website for final information or conversion.

Why is multichannel important? Because it increases the chances of reaching the audience at the place and time that suits them. One channel won’t catch everyone. For example, your site might have solid traffic, but only when you launch a regular email campaign do you realize that many former clients are reordering because you reminded them. Or vice versa – a lot of “silent” audience follows you on LinkedIn, reads what you write, and then one day directly goes to the site and sends an inquiry for cooperation. All of this is the result of the so-called omnichannel approach where channels work together, not in isolation, creating a unified experience for the user.

Finally, remember: the website is the center. Like the sun around which the planets revolve (social media, email, chat applications). Be sure to also track analytics – where people click, where they come from, how they move through the site – because that will give you insight into which channels work best for you and where you should strengthen your presence.

🔹 Most Common Mistakes: Poor Copywriting – The Difference Between a Writer and a Sales Communicator

You can have the most beautiful website design in the world and technically perfect optimization, but if the texts (copy) on the site are poor – visitors will not be convinced to do what you want (purchase, contact, sign-up…).

Copywriting is the art and science of writing texts that sell, or in a broader sense, that prompt the reader to the desired action. This is where many businesses make a mistake thinking: “Oh, I know how to write, I graduated from college, I’ll write a few pages of text, that’s enough.”

Here are some common pitfalls of poor copywriting:

• Focus on Yourself, Instead of the Customer: The visitor is not immediately interested in your company’s history and internal jargon. They are interested in what you can do for them. Poor copy is full of “We do this, we do that,” while good copy says “You will get X, we will solve your Y problem this way…”. Always write from the perspective of the benefit to the client, not boasting about yourself.

• Too Much Formality and Jargon: Web readers have a short attention span (scroll, scroll and – they’re gone to another page). If they are greeted by a wall of dry corporate prose or technical terms they don’t understand, you will lose them. It’s okay to be professional, but sound human. As if you are explaining in person to a client, clearly and comprehensibly.

• Lack of Call to Action (CTA): Believe it or not, people like to be told what to do next – of course, if you have interested them first. Every page should have a clear CTA: “Contact us for an offer,” “Download a free guide,” “Order now with 10% off”… Poor copy often just presents information and leaves the visitor passive. Always provide the next step and direct the user.

• Lack of Audience Knowledge (Tone & Style): If you sell relaxed products for young people, and your tone is stiff and official – a miss. If you offer serious B2B services, and you address the audience too casually – again a miss. The texts must reflect your brand personality, but also resonate with the audience. This is a subtle skill, but very important for trust. (Likewise, pay attention to spelling and grammar – professionalism is measured there too.)

The core difference between “writer vs. sales communicator” is in the focus and intent. A writer may care about the aesthetics of a sentence, about sounding literary or impressive. A sales copywriter cares that the communication is effective. Of course, the text can and should be creative and appealing, but the goal is clear: to convince the reader to take action or gain trust in your brand. Good copy on a website guides the user through the brand story seamlessly – from attracting attention, through arousing interest and solving dilemmas, to the call to action (the so-called AIDA model).

If you are unsure of your copywriting abilities, it is worth investing in professional agencies. This is often what separates a site that “looks okay” from a site that converts visitors into buyers. Remember, design attracts, but copy sells.

🔹 Conclusion

The internet is changing, the tools are changing, user behavior is changing – but one thing remains clear: the website is the central figure of your digital strategy. In 2025, having a modern website is no longer a matter of prestige, but a basic prerequisite for competing in the market. But not just any site, but one that is strategically designed, regularly maintained, and aligned with your business goals.

Let’s put it this way: beautiful design is important – no one likes ugly and cluttered sites. But design without strategy is like a beautiful billboard in the middle of the desert – it won’t bring results. Before embarking on a redesign or building a new site, think about your strategy:

• • Who is my target audience and what are they looking for on my site?

• • Which actions are most valuable to me (purchase, inquiry, sign-up, call) and how can the visitor easily perform those actions?

• • How will I bring people to the site (SEO, social media, paid ads, referrals) and is the site ready to welcome them all?

• • Do I have a plan for content creation (blog, news, case studies) that will keep the site “alive” and relevant? (Regular content is important not only for SEO but also for the impression – a site that hasn’t been updated for 2 years looks abandoned.)

  • Who will maintain the site and take care of updates, security, and backups? (Reminder: A WordPress site requires regular maintenance because both the platform and plugins are frequently updated – that’s a small investment for a lot of security and new features.)

If all this seems a bit much – don’t worry, you are not alone. That’s why we are here to help you go through all this professionally and efficiently. Our approach is holistic: we don’t view the website as an isolated design project, but as your key business tool. We combine strategy, premium design, SEO expertise, and business consulting to make your site not only a beautiful “online face,” but also a machine that generates leads and sales.

It’s time for action. The competition might already be conquering the online space while you are considering whether to refresh your site. Don’t allow innovations to run you over – use them to your advantage!

We invite you to contact us for a free consultation. We will gladly talk about your goals, conduct a quick audit of your existing web presentation, and provide concrete suggestions for improvement. Maybe it’s a redesign, maybe just optimizing the existing site – in any case, our goal is the same as yours: to see your business grow.

Step into 2025 market-ready and confident, with a site that works for you. Contact us today and allow us to jointly create your digital success, so that even ChatGPT starts recommending your exact site as an answer – let’s prepare it for that future together!

🧭 Your business can create well-being – if you allow it to think more freely

In a world that is fragile, chaotic, and full of uncertainty, we see hidden potential. We help your business become a place of stability, innovation, and growth.

Many businesses and institutions today are stagnating in the face of rapid change, feeling changes catch up to them, and opportunities slip away.

That’s why we’re here. To be a beacon in the chaos and to collectively discover the purpose that makes your business unstoppable.

🔥 Nebojša @ Skenderovic Consultants
Business design digital agency

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