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Why Would a Marketing Agency Tell You Not to Invest in Your Website?

Writer's picture: Lisa BuchmanLisa Buchman

Updated: Feb 6




It’s the start of a new year, and businesses everywhere are rolling out fresh marketing resolutions. Many businesses default to “We need a new website!” as their #1 resolution. But in 2025, is that really the best move?


Maybe. Maybe not. At least, not in the way you’re thinking.

The Changing Search Landscape

AI is transforming the way people search for information. Traditional SERPs (Search Engine Page Results), with lists of links to online sources, are now topped with box of information pulled from across the web. Instead of clicking through traditional search results, users are served AI-generated summaries that give them exactly what they need—without ever visiting a website. That means fewer organic clicks and less reliance on your website as the primary gateway to your business.

But before you panic, let’s get one thing straight: Your website still matters. Whether you use it for e-commerce, donor engagement, or promoting your services, your website is your digital headquarters, your brand’s home base, and a vital source of information for your customers or clients. But if you’re thinking of sinking months of effort (and most of your budget) into a website overhaul at the expense of everything else—stop right there.

Your Website is a Tool—Not a Strategy

A website should work for you, not the other way around. Too often, we see businesses get stuck in a holding pattern: “We can’t do anything until the new website launches.” However, a new website can consume months of your team’s energy. It’s time and resource intensive and can delay other marketing activities. Some businesses pour all their budget into a new website, neglecting PR, social media, influencers and content marketing.

Meanwhile, opportunities to build influence, engage audiences, and grow your business slip by.

In 2025, success demands a multi-pronged marketing approach that goes beyond your website to meet audiences where they are.

The Integrated Marketing Mindset: “Search Everywhere Optimization”

Traditional SEO (Search Engine Optimization) is the method for coding your website to appear higher in SERPs to get more traffic to your company URL. I asked Jennifer Galluzzo, Harry’s Chief Digital Officer, if that meant SEO was dead.

“SEO is still important,” she said. “But it’s expanding.  Last year, we started hearing ‘Search Everywhere Optimization’ as the new definition of SEO. That means we need to optimize beyond Google.” In other words, she explained, instead of just boosting the signal to Google, “we have to optimize for social, video, and audio platforms, too, which are like search engines themselves.”   

With ongoing changes in search and SEO, your website will no longer function in the same capacity as it once did—such as serving primarily as a sales funnel. You will need to adopt a more strategic, multi-pronged approach:

  • Keep it simple. Maybe your site doesn’t need a full rebuild—just a refresh. Prioritize clear messaging, streamlined navigation, and digestible content over excessive pages and clutter.

  • Be discoverable where it matters. With AI shaping search results, expert-driven content is key. High-value insights, thought leadership, and credibility-building content increase your visibility.

  • Drive traffic beyond organic search. Google isn’t the only game in town. Younger audiences are searching on TikTok and Instagram, using voice search, and engaging with trusted influencers. Your marketing strategy should reflect that shift.

  • Leverage multiple touchpoints. If your organic search traffic is dropping, you need other channels pulling their weight. Think strategic PR, social media, partnerships, podcasts, and targeted paid campaigns.

Start with Strategy, Not a Website

Before deciding your website needs an overhaul, ask yourself:

  • What are your core business goals?

  • Who are you trying to reach, and where do they spend their time online?

  • What’s working already? How can you double down on high-performing content?

  • How can you repurpose and redistribute content across multiple platforms for maximum impact?

  • How will you track performance, tweak messaging, refine channels?

Recently, one of our clients in the senior care space invested in a brand refresh — and a new website — but also layered in PR and a paid social strategy. The result? Huge visibility boosts that a website alone wouldn’t have achieved. For another client, a commercial real estate brokerage firm specializing in restructurings and bankruptcies, we focus on strategic PR, social visibility, digital advertising, and maintaining a clean, streamlined website. Recently, the firm’s CEO appeared in AI search summaries for industry-related news. That’s because of our omni-channel approach.

Your Website is a Destination—Not the Journey

Your website should support your marketing, not define it. Don’t let a site redesign become a distraction from the real work of building influence, engaging your audience, and growing your business.

Let’s build a smarter marketing strategy together.  Email us at hello@harry.marketing today, and let’s talk about how to amplify your brand in 2025.

 

Lisa Buchman is Chief Communications Officer at harry. Reach out at lisa@harry.marketing.

 

 

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