It’s a question that seems to pop its head up regularly. And it makes sense. Copy and visuals are the most obvious parts of a brand. They’re what people see. They’re what gets commented on. They’re also where most people want to start. But the fact is, if you want a website that converts, neither copy nor visuals come first. Strategy does. Why starting in the right place is crucial Starting in the wrong place can quietly cost you in all sorts of ways: time, money, momentum. P

Short answer: No (with with a few wee caveats). Firstly, the good news: If your content is already SEO-friendly (clear, structured and genuinely helpful), you’re 80–90% of the way to being AI-friendly too. But with tools like ChatGPT, Perplexity and Claude becoming part of people’s daily decision-making, it’s a question worth asking. Yes, people are using AI tools like ChatGPT as a search engine because it's easier than scrolling through source after source in order to make a