How to Drive More Engagement (and Conversions) with Better Site Search

From AI-powered platforms to voice assistants to social media recommendations, your customers are navigating a complex web of touchpoints, many of which never lead them to your site. No-click searches are on the rise in the age of generative AI, and attention spans are shrinking.

So when someone does land on your website, it's a moment that matters.

They're likely looking for something specific. And if they can't find it fast, they'll bounce — potentially to a competitor. That's where site search becomes critical. Today's site search isn't a nice-to-have — it's a valuable conversion tool. And when it's powered by AI, it can understand intent, surface the right content, and guide high-intent customers to action.

Shoppers who use on-site search reportedly generate more than six times the revenue of those who don't. That stat alone should give brands pause.

Customers expect fast, relevant answers. When they use your site search, they're giving you a clear signal: "I'm ready to act." Whether that means booking an appointment, finding a product, or locating store hours, every search is a chance to deliver.

And it's not just about e-commerce. Across industries — from financial services to healthcare — people rely on search to cut through noise and get to what matters. A strong search experience builds trust and keeps customers engaged.

A clunky or outdated search bar doesn't just frustrate users — it drives them away. If customers can't find what they're looking for, they leave. It's that simple. And when the majority of customers start their product searches online, every missed connection matters.

Poor site search creates friction with valuable customers who have already made the choice to interact with your brand. It erodes confidence. And it opens the door for competitors to win.

Here's how brands are leveling up site search in 2025:

• Leverage AI to power your site search. Modern tools understand natural language, correct misspellings, and surface the most relevant results — fast.

• Review your search data. What people search tells you what they need. Use that to inform content strategy, product listings, and navigation.

• Design for mobile. With more than 60% of searches now happening on mobile devices mobile search needs to be just as intuitive and powerful.

Site search isn't just a feature. It's a frontline tool for capturing intent, building trust, and converting visitors.

In a world where every customer touchpoint counts, your website — and your search experience — needs to pull its weight. Investing in smarter search means more engagement, higher conversions, and a better digital experience for every visitor.

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