HIRI Hosted Webinar: Why You're Losing Website Clicks (and How to Win Buyers Anyway): What AI Search Means for Home Improvement Brands
Website traffic is dropping, and it is not because buyers have stopped searching.
AI engines now answer questions directly, bypassing your site entirely, while increasingly digital buying journeys make meaningful real-world brand experiences more valuable. Buyers still research and decide, but manufacturers have less control over where and how that influence happens. If AI tools don't recommend your products — or buyers don't have compelling reasons to remember your brand — you may be losing sales before your team even knows it.
This session explores how manufacturers can win in this new landscape. Jess Van Wagenen of Adcom and Ken Holmes of Rheem will unpack how answer engines decide which brands to cite, where manufacturer content is being pulled in or left out, and how experiential marketing can create the human connections AI cannot. They’ll outline the pivot marketing teams need to make: building visibility and trust across both AI-driven discovery and real-world experiences that make brands memorable, credible and easier to choose.
What you will take away:
- Why is traffic falling even when demand has not?
- How answer engines decide which manufacturers to cite and recommend
- Why keyword rankings no longer tell you whether you are winning
- What machine-legible product data, pricing control, and third-party trust signals actually require
- How to measure visibility when the click is no longer the goal
- What types of experiential events drive the biggest impact
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