Organic traffic is falling, but website conversions are soaring. This is the new reality of B2B marketing, and most teams are getting it wrong. In this episode, François Bohyn, CRO of Prismic, reveals why the “death of the website” is a myth and how to re-architect yours to dominate in the age of AI.

►► Stop guessing and start converting. Let’s build your new website strategy: https://foursets.com/

We’re not talking hypotheticals. François unpacks the data showing why your highest-converting leads will now come directly from AI search. He explains how to build your site for two masters (your customers and the crawlers), why you must un-gate your best content to win with AI, and how to stop chasing keywords and start owning entire “semantic spaces.”

This episode is a masterclass in modern website strategy. You’ll learn why your slow website is effectively invisible to AI, how to finally align your marketing and dev teams, and why “pipeline generated” is the only website metric your CEO will care about from now on. Stop optimizing for yesterday’s internet. This is your guide to winning today.

ABOUT OUR GUEST:François Bohyn is the CRO of Prismic, a headless CMS for modern B2B teams focused on speed, flexibility, and performance. His work sits at the intersection of AEO, ABM, and building the website as a core piece of marketing infrastructure.

► Follow François on LinkedIn: LinkedIn

CONNECT WITH US:

► Need help with your B2B website strategy? Visit our website: Foursets► Follow Nick Rybak on LinkedIn

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Erscheinungs­datum: 10.2.2026, 16:00:00