Websites Remain Essential for Content Sovereignty and Direct Audience Engagement

The digital landscape is in constant flux, and the question of whether a traditional website remains essential in 2026 is a recurring, deceptively simple one. This conversation with Google's Martin Splitt and Gary Illyes reveals that the "death of the web" narrative, often fueled by the rise of apps, voice assistants, and now AI chatbots, misses a crucial nuance: the web is not dead, but its form and function are evolving. The hidden consequence of this evolution is that while many platforms offer convenient interfaces, they can also obscure the underlying web infrastructure and limit user control. Those who understand this evolving dynamic gain an advantage by strategically leveraging websites not just as digital storefronts, but as sovereign spaces for content, services, and direct audience engagement, especially when traditional platforms fall short.

The notion that "the web is dead" resurfaces with predictable regularity, often tied to the emergence of new technologies like mobile apps, voice assistants, and now, AI chatbots and large language models (LLMs). However, Martin and Gary argue that this framing is overly simplistic. The web, in its essence, is not disappearing; it is transforming. The critical insight here is that these new interfaces, while powerful, are largely built upon the foundation of web content. LLMs, for instance, derive their knowledge from vast datasets of web data. This means that even as interactions become more automated and agent-driven, the underlying web remains the primary source of information.

The immediate benefit of these new interfaces is apparent: they offer streamlined ways to access information and perform tasks. Yet, the hidden cost lies in the potential for this information to become siloed, or for the user experience to be dictated by platform algorithms rather than user intent. Gary highlights this by noting that while LLMs are trained on web content, there's a risk that future user interactions might not flow back into the public web, creating a divergence. Furthermore, not everyone will have access to or desire to use LLMs, necessitating continued access to content through more traditional means like websites.

"Basically what we have right now all the knowledge and all the information that you get from an llm is mostly trained on web data... what i'm not so sure is if the information it will be fed through conversations with users is going to flow back into web content or if it's going to be locked up in the models."

-- Gary Illyes

This leads to the realization that the definition of a "website" itself is blurring. Many mobile applications are, in effect, wrappers around web content, and social media platforms increasingly incorporate website-like functionalities, such as social shops. The strategic advantage lies in recognizing that a website offers a degree of control and freedom that platforms often do not. Martin points out that on a website, creators have autonomy over monetization models, content presentation, and the overall user journey, free from the content moderation policies or algorithmic whims of social networks. This ownership is a significant differentiator.

The conversation then delves into the practical implications of this evolving landscape. While social networks excel at broadcasting and reaching broad audiences, they can obscure content through algorithms, as Martin experienced with Instagram hiding creators he wished to follow. A website, conversely, allows for direct control over content visibility and featured items. This is particularly crucial for services that cannot easily be offered on social platforms, such as interactive calculators or specialized games. The "it depends" conclusion, while seemingly straightforward, is rich with consequence. It implies that the decision to build or maintain a website is not a binary one, but a strategic choice based on specific goals.

"The algorithm doesn't hide it from me I know that I haven't seen a few people i actually care about on instagram on the other social networks because algorithms decided oh there's not as much interaction but sometimes I'm not in it for interaction sometimes I just want to look at your pictures or know where you are in the world traveling right now or your thoughts or whatever but then the algorithm is like no no no let me show you this guy who's speaking about some big political issue right now because people will be clicking like and comment on it and whatnot and on a website that doesn't happen on a website you get to decide which content goes where and how visible something is like you can pick your featured articles you can pick your featured products whatever you make the decisions not someone else makes them for you."

-- Martin Splitt

The "discomfort now, advantage later" aspect emerges when considering the effort required to build and maintain a website versus simply leveraging existing platforms. While platforms offer immediate reach, they come with inherent limitations regarding data sovereignty, monetization, and control. A website, though requiring more upfront investment and ongoing effort, provides a stable "home base" for a brand or service. This is where the long-term payoff lies. For instance, while games like "Robert the King" can achieve massive success through ads without a traditional website, this is a niche strategy. For most businesses and creators, a website remains a critical tool for establishing legitimacy, offering services, and building a direct relationship with an audience, a relationship that cannot be easily replicated or taken away by a platform.

"And if i make it an android app then you'll be like well screw you because i have an iphone and i'm like oh but if i give you a link there's a high chance that you click on it I guess well if you can sell it okay fair enough so I need a distribution medium to bring the link to you but once you have a web address and I i say like this is a really cool game I think you would like that then there's a very low barrier of entry and even if I make you sign up I think it feels like creating an account on a website is a low commitment versus putting another app on my phone and creating an account so I think the web isn't dead because it is quite a low barrier way of disseminating information and doing whatever you want to do on your website but I don't think the web exclusively works without some measure of distribution network where your audience is."

-- Gary Illyes

Ultimately, the decision to have a website hinges on what one aims to achieve. If the goal is broad dissemination of information, offering services, or maintaining control over one's digital presence, a website remains a powerful, if evolving, tool. It offers a level of autonomy and direct connection that is difficult to replicate elsewhere, providing a durable advantage for those willing to invest in it.

Key Action Items:

• Assess your core objectives: Clearly define what you aim to achieve online (e.g., brand visibility, direct sales, service provision, community building). This will dictate the necessity of a website. (Immediate)
• Evaluate platform limitations: Understand the constraints of social media and other platforms regarding content control, monetization, and data ownership. (Immediate)
• Consider website as a "home base": If you have a significant presence on social media, explore how a website can serve as a central hub for your content and services, offering greater control. (Over the next quarter)
• Prioritize user experience and trustworthiness: If opting for a website, ensure it is well-designed, functional, and secure (e.g., HTTPS), even if it's a simple landing page. A poorly done website can be less trustworthy than a curated social media profile. (Immediate)
• Explore hybrid strategies: Recognize that a website doesn't preclude using social media for reach. Develop a strategy that leverages the strengths of both. (This pays off in 6-12 months)
• Invest in direct audience connection: If building a community or loyal customer base is a priority, a website offers the most direct and sovereign means to achieve this, free from algorithmic interference. (This pays off in 12-18 months)
• Develop a clear content strategy: Whether on a website or a platform, ensure your content is discoverable and serves your objectives. For websites, this includes SEO considerations. (Ongoing)