Your website's new job
What AI search and changing supporter habits mean for your club’s content, website and publishing team.
The way supporters find information is changing
Seven in ten UK Google searches now end without a click.
At the same time, Google says search queries have reached an all-time high.
Your supporters are still searching for your club’s content, but they don’t always need to reach your website to get the answer they want.
That doesn’t make your club’s website less important, but it does change the job it needs to do.
First Team and Glide Publishing Platform have produced a new report looking at what AI search, zero-click behaviour and changing supporter journeys mean for football club websites.
Learn how to:
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Judge your website by what it achieves, not traffic alone
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Understand where AI search is changing visibility, clicks and supporter behaviour
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Decide which club information needs one definitive, maintained source
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Create more content that only your club can produce
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Identify where important supporter journeys break
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Test whether your CMS is helping your team or creating unnecessary friction
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Put the thinking into practice with a simple 90-day plan
Give your website three roles
Attract
Give supporters something only your club can provide.
Inform
Give supporters the current, reliable answer.
Deliver
Help someone do what they came to do.
Different parts of a club website do different jobs. The report introduces the AID framework as a practical way to decide what each page should achieve and how you should measure it.
Built for football clubs
This isn’t a report arguing that search is dead, that every club needs a new website or that you need a separate set of “AI optimisation” tactics.
It’s a practical guide to making better decisions about your content, information, supporter journeys, measurement and publishing setup.