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Nick Rybak explores how modern B2B companies grow through marketing strategies, website innovation, and content that converts. Every two weeks, we talk to marketing leaders and founders about what’s working and what’s not.
Let's pray for a conversion!
Nick Rybak (00:00)
Traffic is going down, buyers don’t click, and AI answers everything. Many people still think the website isn’t really a thing for B2B marketing anymore. But here’s the paradox: at the exact moment people stop scrolling and clicking, the website becomes more important than ever. Today’s guest sits right at the center of that shift. François Bohyn is the CRO of Prismic, a headless CMS used by modern B2B teams who want speed, flexibility, and performance. His work sits at the intersection of AEO, CMS, ABM, and the website as an infrastructure. In this episode, we will uncover exactly how the website in a zero-click world should look, why it’s becoming the number one asset again, how to use it in ABM campaigns, and what a great B2B marketing website actually looks like in 2026. This is the B2B Marketing Flywheel podcast. I’m Nick Rybak, your host, and let’s dive in.
Nick Rybak (01:06)
François, I’m really excited for this episode. Thank you for making the time. For those who don’t know you, can you quickly introduce yourself and what you do?
François Bohyn (01:17)
I’m very happy to be with you, Nick. I’m François Bohyn, and I lead the revenue organization at Prismic. We’re a CMS and have been in business for quite some time now. I’ve been in the website business for a few years, and I’m super excited to discuss it with you today.
Nick Rybak (01:39)
Thank you for being here. You are the first guest who will talk about websites. I’m a big fan of CMS, web development, and design, and Foursets is a website agency itself, so I think this will be a really interesting conversation.
François Bohyn (02:01)
Definitely.
Nick Rybak (02:04)
I have a question regarding the website. I believe it’s one of the most important growth engines for any B2B company, but I see a lot of content on LinkedIn regarding how the website is becoming less important in this “zero-click era,” where people find information on AI and don’t click on your site. What are your thoughts on that? What role does the website play as a marketing channel for a B2B company in 2026?
François Bohyn (02:47)
That’s a very good question. Our belief, and my personal belief, is that the website is going to be even more important than it has always been, precisely because of AI. We can think about the zero-click era as a problem, but it can also be a significant opportunity for people who run websites. It’s a fact for pretty much every business that organic traffic, specifically search traffic, is going down. Studies show that people are clicking less when they search for things.
But the good news is that people are still buying. They are still looking to buy software and B2B solutions for their company; just the way they look for it has changed a lot. With less search traffic, we see a big opportunity for the website because when you get people to your site, they are already very educated. These are people who have done their research. They say that 70% of the B2B buyer’s journey happens before they contact sales. That’s huge. You need to influence that 70% if you want to win. When people arrive on your website, they’re looking for value and are potentially ready for conversion.
The main change we’re seeing is that people educate themselves off-site. You need to influence that. The website is going to influence this off-site education, but when people finally come to your site, they need an excellent experience to enter your funnel in the best way possible. It’s a big change, but it’s a change you can influence and view positively as a marketer.
Nick Rybak (05:27)
Absolutely. You mentioned that you see across many websites that the number of clicks and impressions is lower than it was before. At Foursets, when we work with clients on SEO, we see that this lack of clicks is often being replaced by traffic from ChatGPT and Perplexity. We see a picture where AI traffic is growing significantly while SEO traffic drops a bit. Do you see this pattern across your clients and companies that use Prismic?
François Bohyn (06:23)
Yes, for sure. What you’re describing makes perfect sense. One of the things we see from research and from talking to customers is that traffic coming from LLMs converts higher than any other source. People are very educated on the topic, and when they click, they are most likely in the buying process because they’ve done their research and comparison. They land on the website with very high intent.
To be honest, a lot of marketers are lost today because the tools and techniques they used for SEO in the past are less relevant. You’re not measuring the same thing. Conversion is even more important than before. Even looking at the time people spend on a page is more important because traffic on its own is declining. That’s a fact.
Nick Rybak (07:46)
With all of that being said, what is the place of the website in this new landscape?
François Bohyn (07:55)
The website has always been the place for customers and prospects, and that’s still the case. The main change now is how you design this website. It used to be designed primarily for humans, with some consideration for Google’s bots. The big change is that you now need a website that talks to two audiences: humans, and especially the LLMs and their crawlers. You need to speak to these two audiences in very different languages because they don’t care about the same things.
A human cares about the brand, your uniqueness, and how information is presented. AI is looking for highly structured information. This means you need to design a website differently, from both a marketing and a technical standpoint. You need an efficient, performant website that crawlers can easily parse and understand. The structure of the data is critical.
And since you’ll have more qualified visitors with higher intent, your conversion engine needs to be perfect. All the places where you convert people—pricing pages, demo pages, product pages—have to be highly optimized because people will go directly to these pages. They’ve educated themselves, and when they click, they want value right away.
François Bohyn (10:00)
One of the shifts we see is that you need to give more content to AI. The old tricks of hiding content behind forms are not going to help you, because you want the AI to parse your content, see you as an authority on the topic, and own that semantic space. The website is the place you control. It’s where you can tell your story, but it’s also what will influence everything happening around you. What LLMs talk about is what they learn on the web and on your website.
There is definitely a change in the type of content marketers need to create. Pure top-of-funnel content is declining. Educational blog content doesn’t work as well anymore because people are learning from AI snippets on Google, Perplexity, and ChatGPT. You need to be highly specific. The website is key. It’s the place you need to invest, but you must change your playbooks.
Nick Rybak (11:19)
Would it be fair to say that with AI, you are empowering your website to tell your story, so that when people ask AI about your company, the AI has the right story to tell them?
François Bohyn (11:43)
Yes, absolutely. The story you tell on your website is the one AI will be inspired by to tell the world. You need a lot of content to exist in that semantic space. But there are also the aspects you control less directly, like how you’re mentioned elsewhere on the web. To recap, the website is where you tell your story and control your brand, and this is how your brand will appear in LLMs where people are learning before they convert. It’s critical that you tell your story correctly and bring value there.
Nick Rybak (12:39)
What is the fundamental difference between SEO and AEO from a B2B marketing standpoint? What should people do differently to appear more often in AI results?
François Bohyn (13:13)
We’re in a very exciting time because we’re at the beginning of AEO, GEO, or whatever we want to call it. Much of what we know is from industry-wide testing and learning. But thinking about the fundamentals, the big shift is this: with SEO, you optimize for keywords. You want your website to rank high for specific keywords so people will click and eventually convert.
The main change with LLMs and AEO is that you don’t optimize for keywords anymore; you optimize for answers and for a “semantic space.” You want to be recognized as a source of authority on a topic, so that when people ask very specific questions, you appear in the answer. The misconception right now is trying to treat LLMs like Google and optimize for keywords. It’s no longer about that. It’s about specific questions and the answers people are looking for.
The good news is that much of what you did for SEO will help you with AEO. You still need great, valuable content and a good structure so crawlers can understand your website’s relevance. We don’t have to throw SEO away and start from scratch. But the overall strategy is different.
François Bohyn (15:30)
There are many levers. The website is extremely important because you need to provide good content for LLMs to see you as relevant in a certain semantic space. But there is also a lot of off-site work. In the SEO era, backlinks were very important. Google looked at relevance based on how many sites pointed to you. The change with AEO is that LLMs still care about authority, but they care more about what people are saying about you, not just that they’re linking to you. They care about the context of the mention.
This is where the role of PR is evolving. It’s no longer about buying backlinks; it’s about getting citations in authoritative sources. Getting your brand mentioned on a website that has authority with LLMs—even without a link—seems to be a factor in higher rankings. This is about relationships, not code. It’s pure PR.
François Bohyn (17:30)
On-site, the content has to be more specific. It’s not about ranking for one keyword, but for an entire semantic space. This means creating a lot of specific, defined pieces of content that address the questions people have within that space. For a B2B company like HubSpot, the idea isn’t just to rank for “CRM for SMB,” but to answer a question like, “What tool can help a sales team in a marketing technology company in New Jersey sell better to warehouse businesses?” This kind of specific content is what will help an LLM recognize that your brand is relevant in that niche.