A note before you read: This started as a brainstorming exercise, mapping my own ecosystem to think through what it actually does. It isn’t my most polished piece. But writing it opened up a line of thinking that’s led somewhere genuinely new. I’ll share that soon. For now, consider this the origin story.
The Myth: “Nobody Visits Websites Anymore”
They’re half right.
Humans don’t visit websites the way they used to. But machines visit them more than ever. AI crawlers, indexing bots, and agentic systems now account for a significant and growing share of web requests, most of which never appear in your Google Analytics dashboard. By Q4 2025, there was roughly one AI bot visit for every 31 human visits to a publisher site, up from one in every 200 just nine months earlier. That shift changes everything about how you should think about owning a website in 2026.
From High Street to Shopping Mall
Twenty years ago, the web felt like a high street. You walked from site to site: forums, blogs, hobby pages, company sites. Google was the town map. Discovery happened on the street.
Today, we mostly live in shopping malls. LinkedIn, YouTube, TikTok, Facebook, Instagram, and X are enclosed discovery machines. You don’t wander the open web; you scroll the feed. Social platforms are now a primary discovery tool for brands and creators, especially for younger users.
I see this inside my own ecosystem. Three brands, each with its own social presence and its own website, each catching a different kind of attention:
I’m based in Singapore, sitting between two cultures: a British-in-Singapore experiment in language, culture, and long-term adaptation. That’s the story behind AngMohDan.com, which is the hub that holds everything else together.
The social feeds hold the attention; the websites hold the answers.
This multi-domain structure is not vanity. AngMohDan.com holds the narrative. Kerson.ai holds the professional services. MusicalBrick.com holds the long LEGO arc. Used well, separate domains can clarify different facets of a single person or brand while still sitting inside one ecosystem.
The social channels sit at the top of each funnel. They catch attention. The websites clarify the offers. Most people will never take any of those steps. But the ones who do are already convinced before they arrive.
Two Audiences: Humans and Machines
Here’s the part most people haven’t noticed yet.
Each of these websites effectively has two audiences: humans who occasionally arrive via social, search, or direct links, and machines that read in the background.
Social media posts are far less reliably indexed by AI systems than structured web pages. When someone asks a question that touches on AI consulting, prototyping, language evolution, or even LEGO music, an AI system is far more likely to read content from Kerson.ai, AngMohDan.com, or MusicalBrick.com than from one of my Instagram posts. The human may never click the link, but the AI still had to read the page.
Yes, that means many humans will get the answer without ever visiting the site. That is a trade worth making. If you treat your website as part of the knowledge infrastructure of the internet, those essays and project pages stop being just “content marketing” and start looking like reference material that surfaces in ways you never planned for.
The Machines Will Find You
Agentic AI systems are already being deployed to navigate websites on behalf of users. OpenAI’s Operator, Google’s Chrome Auto Browse, and Project Mariner can all open a webpage, read its content, and complete tasks without a human touching the keyboard. Which means these three sites are not just libraries for human readers. They are, right now, potential destinations for AI agents sent by humans who never typed a URL themselves..
If you design your websites well, the agents will find you. And if they find you, eventually the humans will too.
The sales funnel isn’t a single “Book a Call” button. It’s the moment someone moves from scrolling past a clip, to reading a post, to an agent quietly surfacing your name, to a human realising: “Oh, this is the person I want to email about my AI mess.”
If you’re thinking about your own web presence, the principle is straightforward: write clearly, structure your sites well, and publish consistently. The algorithm changes. The feed moves on. But a well-structured website with real ideas sits in the knowledge layer of the internet for years.
In the social media era, the feed gets the attention.
In the AI era, the website becomes the memory.
For anyone who still believes in owning a corner of the open web, that’s not a nostalgic relic. It’s the whole point.
This was a really insightful piece, and I particularly resonated with your point about websites being the “authoritative source of truth.” In a world overflowing with fragmented information on social media, having a dedicated hub for your brand’s core message, services, and story, especially as a “digital business card,” feels more crucial than ever. I also liked the emphasis on SEO – a beautiful website is only truly effective if people can find it!