The website models I still believe in

Hey —

Over the last few years, one thing has become increasingly obvious to me:

The internet is changing faster than most people want to admit.

Not just SEO.

The structure of the web itself.

AI-generated content, changing search behavior, Reddit/forum dominance, social discovery, AI Overviews, platform ecosystems, algorithm dependence…

The “build a niche content site and wait for Google traffic” model is becoming harder to rely on as a standalone business.

That doesn’t mean opportunity is disappearing.

Far from it.

But I do think the types of websites worth building over the next few years are changing.

And importantly:

The best online businesses going forward probably won’t just “get traffic.”

They’ll have something to sell.

Whether that’s:

• leads
• products
• software
• access
• trust
• community
• convenience
• tools
• audiences

That distinction matters more now than ever.

So if I was building online businesses over the next few years, these are the models I’d focus on.

1. Local Lead Generation Sites

Honestly, I still think local lead gen is one of the strongest online business models available.

Why?

Because local business demand isn’t disappearing.

People still need:

• plumbers
• roofers
• dentists
• HVAC companies
• landscapers
• lawyers
• contractors

AI isn’t changing that.

And importantly:

Many local businesses are still terrible at digital marketing.

That creates opportunity.

What I like about local lead gen:

• clear buyer intent
• high conversion potential
• recurring demand
• easier monetization
• lower competition than broader affiliate spaces
• strong ROI for clients/business owners

The biggest mistake people make here is treating local SEO like “mini affiliate SEO.”

It’s not.

The real leverage often comes from:

• trust
• reviews
• local branding
• conversion optimization
• operational simplicity
• lead handling

The businesses that win locally over the next few years will likely be the ones that combine:

SEO, CRO, trust & automation

Not just rankings.

2. National Lead Generation

If local feels too small…

There’s still massive opportunity in national lead generation.

Especially if you approach it creatively.

Examples:

• comparison websites
• quote aggregators
• marketplace hybrids
• service directories
• “best provider” ecosystems
• industry-specific matching platforms

Years ago I considered building something around escape rooms.

Never had the time.

But it’s a good example of the type of opportunity I still like:

• clear commercial intent
• fragmented businesses
• high discovery demand
• comparison behavior
• monetizable leads

The biggest opportunities here often exist in industries that are:

• fragmented
• outdated
• poorly branded online
• operationally inefficient

This model is obviously harder than local lead gen.

But the upside is much larger too.

And importantly:

These types of businesses are harder for AI to fully replace because users still need:

• decision-making help
• comparisons
• aggregation
• trust
• recommendations
• human validation

That layer still matters.

3. E-commerce

People still buy things.

And they always will.

Which is why ecommerce remains one of the most durable online business models.

Especially when paired with:

• strong branding
• community
• social reach
• creator-style marketing
• direct audience ownership

The SEO angle here is important too.

Ecommerce sites often benefit from:

• repeat customers
• branded searches
• email capture
• direct traffic
• social amplification

Which reduces dependence on Google alone. E-commerce should never just rely on Google anyway.

And honestly, that’s one of the biggest themes going forward.

You do not want your entire business dependent on one traffic source anymore.

The strongest ecommerce businesses now are often building:

• audiences
• communities
• creator brands
• email lists
• social ecosystems

4. Directory Sites

Directories still work.

Probably not as easily as they did years ago…

But they still work.

Especially when they’re:

• genuinely useful
• curated
• niche-specific
• locally focused
• community-oriented

Examples:

• bars
• pubs
• themed restaurants
• coworking spaces
• gyms
• local events
• tourism
• hobby communities

Honestly, these can be great side projects.

And there’s something underrated about building sites around topics you genuinely enjoy.

That matters more than people think.

Because most online projects fail from abandonment long before monetization becomes the issue.

The key difference now?

Directories need utility.

Simply scraping listings and hoping Google ranks you isn’t enough anymore.

The directories that survive will likely combine:

• curation
• editorial input
• community signals
• local relevance
• social engagement
• real UX value

That’s the moat.

5. Hub Sites (Social-First Informational Sites)

This is probably the biggest mindset shift I’d encourage people to think about.

If you’re building informational websites today…

Stop thinking:

“How do I get Google traffic?”

and start thinking:

“How do I build audience funnels?”

The informational sites that still work well now are often:

• social-first
• community-oriented
• visually driven
• personality-led
• niche-focused

Traffic sources might include:

• Pinterest
• Instagram
• TikTok
• Reddit
• YouTube
• Facebook groups
• newsletters
• niche communities

Google traffic becomes:

The bonus.

Not the foundation.

And importantly:

These sites don’t need hundreds of articles anymore.

You probably need:

• 5–25 genuinely useful pages
• strong technical foundations
• clear conversion paths
• high-quality cornerstone content
• optimized user journeys

The real work happens off-site now:

• social content
• audience building
• community engagement
• trust development
• repeat attention

What you’re actually building here is...

Community infrastructure.

And I think that becomes massively important over the next few years.

6. SaaS Products & Tools

This is another area that has changed dramatically.

You can genuinely vibe-code your way into launching useful software now.

That wasn’t really true even a few years ago.

Which means there’s huge opportunity for:

• niche SaaS tools
• utilities
• automations
• micro-products
• workflow software
• AI-assisted tools
• internal business tooling

A great starting point is finding proven markets with mediocre products.

Then build something:

• simpler
• faster
• more focused
• more affordable
• better designed
• more niche-specific

Communities like IndieHackers are great for spotting underserved opportunities.

And importantly?

Building software teaches you valuable skills regardless of whether the first project succeeds

.

That alone makes it worthwhile.

So… Would I Build Anything Else?

Honestly?

Probably not.

At least not personally.

That doesn’t mean older models instantly stop working.

People are still making money from:

• affiliate sites
• display ad sites
• generic niche sites
• pure SEO plays

But the question I keep asking is... Will those models still feel robust in 12–24 months?

I’m not convinced they will.

And I think that’s the more important lens now.

Getting the technical foundation right (PSA - still doing in-depth technical audits if you want to nail this layer), focusing more on CRO, and getting both your business model and traffic channels right is now the entire game.

Final Thought

I don’t think “SEO is dead.”

I think the standalone website model is changing.

The old version of the web was largely:

publish pages → rank pages → monetize traffic.

That model still exists.

But it’s becoming weaker.

The next era of online businesses will probably belong to people building:

• products
• audiences
• ecosystems
• communities
• utilities
• brands
• trust

With websites acting as infrastructure…

If anything we're already seeing that and a lot of this next generation of creators are ignoring websites a little too much.

So that's my focus.

Curious... What's yours?

Hit 'reply' and let me know.