If you’ve typed a question into Google lately and noticed the answer appeared in a neat summary box at the top — before any links — then you’ve already experienced AI search. It’s changing the way people find local businesses, and a new study from marketing platform CallRail confirms what many business owners in Exeter are beginning to wonder: AI search is driving real customer enquiries, but very few businesses are measuring it or fully prepared for it.
The shift is significant. When someone in Exeter searches for ‘best web designer near me’ or ‘SEO agency in Devon’, AI-powered tools now summarise answers from across the web and present their own top recommendations. If your website doesn’t have clear, well-structured content — consistent contact details, service descriptions and positive signals like reviews — your business may simply not appear, even if you’ve ranked well on traditional Google for years.
This doesn’t mean your previous SEO work has been wasted. In fact, the fundamentals of good SEO — a fast, mobile-friendly website, clear service pages, locally relevant content and genuine customer reviews — are exactly what AI search engines look for when deciding which businesses to recommend. The businesses most likely to benefit are those that keep their websites updated, write genuinely useful content, and make it easy for search engines to understand what they do and where they’re based.
For small and medium-sized businesses in Exeter and across Devon, this is a real opportunity to get ahead of competitors who haven’t yet adapted. A professionally designed website, built with both traditional SEO and the new wave of AI search in mind, can give your business a meaningful edge in the months ahead.
Website Design Exeter specialises in building and managing websites that help local businesses get found — on traditional search and the new AI-powered results. To find out how your current website is performing, or to discuss a new build, get in touch.