Websites have evolved from static brochures in the 90s to mobile-optimized hubs in the 2010s. Today, AI is rewriting the rules of discovery. Over 60% of searches end without a click, and companies like HubSpot have reported traffic drops of up to 75% after Google’s AI summaries. The website is not disappearing, but its role is shifting-from discovery and traffic capture to conversion, trust, and brand authority.