Marketers are shifting focus to AI search as a growth strategy, with Webflow leading the charge. According to Webflow’s VP of growth, Josh Grant, 10% of their new signups now come from AI discovery, primarily through ChatGPT, which alone accounts for 91% of LLM referrals. The conversion rate from ChatGPT traffic is impressive, at 24%, six times higher than Google’s. This shift marks a significant change in how companies should measure success, as aggregate traffic has become less reliable. Instead, quality metrics that reflect intent and engagement are more important. Webflow emphasizes the need to balance traditional SEO with answer engine optimization (AEO). They track visibility, comprehension, and conversion to adapt to the rapidly changing landscape of AI search. Visibility looks at how often Webflow appears in AI results, comprehension assesses how accurately LLMs describe their offerings, and conversion focuses on the speed and quantity of signups from AI-driven traffic. Grant advises dedicating more time to ChatGPT compared to other LLMs and notes that the volatility of AI search requires continuous content updates and engagement. Reddit remains a valuable source for insights and visibility, despite its recent citation drop. Webflow actively engages on Reddit, focusing on genuine interactions rather than self-promotion. They also mine Reddit for data to understand customer sentiment and improve their offerings. While the idea of an llms.txt file for content ingestion has gained traction, Webflow found it ineffective and suggests concentrating on content optimization instead.