People have changed how they search, and now AI has changed who it trusts.

Yes, people still type into Google. More and more, however, they ask ChatGPT, Copilot, Gemini, Claude, Perplexity, or Google’s AI Overview instead.

Fewer and fewer of us bother clicking through to the actual site.

And things just changed again. Reddit has been dropped from what AI overviews refer to and reference.

What just happened to Reddit

For two years, AI answer engines leaned on Reddit threads to answer questions like “how much does this cost” or “who does this better”. That changed in the space of a week.

According to AI-visibility tracker Promptwatch, Reddit’s share of ChatGPT’s citations collapsed from around 3.8% to 0.5% between 7 and 17 August 2026). The first theory doing the rounds was that ChatGPT had simply started favouring official company pages over forum posts. A few days later, a fuller picture emerged: Reddit had blocked AI crawlers from parts of its own site. Forbes covered the story the same week, noting the drop landed the same week Reddit joined the S&P 500.

Whichever explanation you believe, the result for your website is the same. AI models need somewhere else to pull specific, quotable answers from. If your site gives them one, you get quoted. If it doesn’t, a competitor does.

The three pages, in detail

Most business websites are missing at least one of these. None of them need a rebuild.

• A pricing page with real numbers. AI can’t repeat “get in touch for a quote”, so vague pricing means you’re left out of the answer completely.
• A you-versus-them page. Buyers ask AI to compare options constantly, at every stage of deciding who to work with. AI quotes whoever bothered to write the comparison down. If you haven’t, your competitor probably has.
• An FAQ that answers each question in its first sentence, in the exact words your customers use to ask it. AI reads the opening line of a page and moves on. Bury the answer in paragraph three and it never gets read.

For professional services firms especially, accountants, consultants, advisers, this matters more than most. Trust decisions happen before someone ever picks up the phone, and increasingly that decision is shaped by an AI summary rather than a browse through your site.

Why this can’t wait

Search behaviour is moving fast enough that waiting has a real cost. Buyers are forming an opinion about who to trust before they land on any website at all, based on what an AI tool told them five minutes earlier.

Websites used to just wait for traffic. Now something reads them first, decides what to say about you, and only then does a person show up.

Where to start

You don’t need to touch your whole site. Three pages, written properly and structured so both AI and Google can read them clearly, close most of the gap. It’s the kind of work that fits neatly into a website audit, or runs on its own as a short project.

Want to know where your site stands?

Get in touch and we’ll take a look at your pricing, comparison and FAQ pages, and tell you exactly what’s missing.