<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26f110ade246e14ff91fd3_16.07-cover.jpg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Built for Yesterday’s Traffic: How to Redesign Your Website Strategy for the Way Visitors Arrive in 2026</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>8 June 2026</span> <span class="pip"></span> <span>2 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"> <div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 16 Jul 2026 · 09:00</span> </div> <div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Microsoft Teams</span> </div> <div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--upcoming">Upcoming</span> </div> <a href="#register" class="gn-register-cta">Register now</a> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">A practical session for marketers and digital leaders on how to redesign a brand website for a world where AI search is reshaping where traffic comes from and how high-intent visitors arrive.</p> <p class="gn-reveal">Most brand websites were built to capture volume traffic from organic search. AI search is changing that. AI Overviews are reducing click-through from search results pages, zero-click queries are answering intent without sending anyone anywhere, and the overlap between top Google results and AI-cited sources has dropped below 20%.</p> <p class="gn-reveal">The visitors who do arrive are fewer in number and higher in intent than before. Most websites are not built to make the most of either reality.</p> <p class="gn-reveal">This session brings together UX, web development, and digital strategy specialists to examine what a brand website needs to do differently in 2026, from first-party data capture to conversion design to AI search readiness.</p> <h2 class="gn-reveal">Who Should Attend</h2> <p class="gn-reveal">If you are responsible for digital strategy, web development, conversion, or first-party data capture, or if you are briefing or buying an agency for any of those, this session will give you a practical view of where the priorities are shifting.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Panel</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26f11158fc587fa91de96c_ranzie-anthony.jpg" alt="Ranzie Anthony"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Ranzie Anthony</span> <span class="gn-speaker__role">CEO · Athlon</span> <a href="https://www.linkedin.com/in/ranzie/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26f111c2962d45f31b77f6_suzie-leckie.jpg" alt="Suzie Leckie"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Suzie Leckie</span> <span class="gn-speaker__role">COO · Timberyard Commerce</span> <a href="https://www.linkedin.com/in/suzieleckie/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26f111bb3be958ce1878ba_osh-rice.jpg" alt="Osh Rice"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Osh Rice</span> <span class="gn-speaker__role">MD · Future Group</span> <a href="https://www.linkedin.com/in/oshrice/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-reveal" data-rt-embed-type='true'> <details class="go-acc"> <summary> <span>How AI search is changing where traffic comes from, and what that means for website priorities</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> AI Overviews, zero-click queries, and the breakdown between top Google results and AI-cited sources are reshaping the volume and intent profile of website traffic. We will look at what this means for the brief that goes to your web team. </div> </div> </details> <details class="go-acc"> <summary> <span>What first-party data capture looks like in practice now that third-party cookies have gone</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Brands need their own data more than ever, and the website is the central tool for collecting it. We will cover what good first-party data capture looks like in 2026, and which brands are doing it well. </div> </div> </details> <details class="go-acc"> <summary> <span>Why most websites are still optimised for a visitor who arrived in 2019, not 2026</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Traffic patterns, device mix, and visitor intent have all shifted, but most website strategies have not caught up. We will look at where the biggest gaps tend to be. </div> </div> </details> <details class="go-acc"> <summary> <span>How to redesign for conversion quality when traffic volume is declining</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> When the visitors arriving are fewer but higher in intent, the conversion experience matters more than the funnel volume. We will cover what that means for design, content, and CRO priorities. </div> </div> </details> <details class="go-acc"> <summary> <span>What AI-powered personalisation can realistically deliver, and where brands should start</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> There is a lot of noise about AI personalisation. We will separate what is actually delivering value right now from what is being promised, and identify where brands can start. </div> </div> </details> <details class="go-acc"> <summary> <span>How to make the case for website investment when leadership sees traffic declining</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> When organic numbers go down, the budget question gets harder. We will look at how leading brands are making the commercial case for website investment in 2026. </div> </div> </details> </div> <div id="register" data-go-tally-embed="WOqq6a" class="gn-reveal" style="margin:2.5em 0 0;scroll-margin-top:80px;"> <iframe src="https://tally.so/embed/WOqq6a?dynamicHeight=1&transparentBackground=1&event=built-for-yesterdays-traffic-redesigning-website-strategy-2026" width="100%" height="800" frameborder="0" style="border:0;" title="Register to attend" allowfullscreen></iframe> </div> </div></div> <a href="#register" class="gn-mobile-register">Register now</a> <style> .gn-mobile-register{display:none;} @media (max-width:768px){ .gn-mobile-register{ display:block; position:fixed; bottom:16px; left:16px; right:16px; background:#45ac62; color:#fff; text-align:center; padding:14px 20px; border-radius:28px; text-decoration:none; font-weight:600; font-size:15px; z-index:1000; box-shadow:0 6px 24px rgba(0,0,0,0.35); } } </style> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/the-reach-reality-rebuilding-social-strategy-2026" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">The Reach Reality: How Brands Are Rebuilding Their Social Strategy When Organic Isn’t Enough</span> <span class="gn-related__excerpt">A practical session for marketers, communications leads, and digital strategists on how brands are rebuilding their social strategy in a mar</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pr-in-2023-what-to-expect-and-where-to-start" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">PR in 2023 - What to Expect and Where to Start</span> <span class="gn-related__excerpt">Agency PR leaders share what&#39;s changing in comms, influencer, and brand partnerships , plus practical steps to build a measurable PR strateg</span> </a> </li> <li class="gn-related__item"> <a href="/articles/playback-is-seo-dead-the-rise-of-geo-and-aeo-in-modern-marketing" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Playback: Is SEO Dead - The Rise of GEO and AEO in Modern Marketing</span> <span class="gn-related__excerpt">Agency strategists get a practical panel on how GEO and AEO are reshaping visibility, content, and digital acquisition in the age of AI-driv</span> </a> </li> <li class="gn-related__item"> <a href="/articles/creating-unique-buyer-experiences---standing-out-with-your-brand-online" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Creating Unique Buyer Experiences - Standing out with your Brand Online</span> <span class="gn-related__excerpt">Brand loyalty is harder to earn than ever. 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