The Website Era Is Ending. Here’s What to Build Next

Last month I made a video explaining why your knowledge catalog is gonna be more important than your company's website in the next 3 years. And that video got over 300,000 views. But the most common question that I got was, what actually goes into a knowledge catalog and how do I build one? So in this video, I'm gonna break down the internal and external sources that go into your knowledge catalog, how to build it and store it, and then more importantly, how to actually use this in your business to help you grow. By the end, you'll have a clear blueprint on building a knowledge catalog that prepares your business for the future of how people and AI find information. Before we talk about what a knowledge catalog is, why it's so important, how to build it, how to deploy, how to use it. Let's talk about why it's going to be more important than your website real quick. So first, 68% of searches right now end with zero clicks. What that means, people go to Google, search things, and they don't actually go to a website 68% of the time. They just get the answer straight from there. On top of that, Google now does not go to search like 10 blue links like it used to. It goes to AI mode. So what that means is that people do not have to go to websites anymore to find information. They don't have to, you know, try to rank on a keyword and click on something and go to website and research. They can do that all inside of AI mode and get the answer directly there, which is why there's less clicks. Now, people usually say, okay, well, Google needs my website to make money because they're going to— how are they going to make money from ads if they're not driving traffic to my website? And Google is rolling out ads inside of AI mode where you have a knowledge catalog or information about your business. You deploy it in an agent, a business lead agent. And then inside of AI mode, you can start a conversation with the business and it pulls from the knowledge catalog that it has that you built, and you can turn into a call form, online booking, and everything straight inside of AI mode. They never even touch your website. Google CEO Sundar Pichai literally said 2027 is the year of the agent, and they're building this Gemini Spark that can do all these things autonomously, like for you, like research the stuff, go and find the information, schedule for you. All these things without ever interacting with your business's website, just whatever information's out there. So if people aren't visiting websites, websites ultimately just become a data layer inside of the overall ecosystem or a part of the knowledge catalog, not a lead conversion engine like they used to be, which was drive traffic to your website, convert them into leads. And AI mode just crossed over a billion users. So Google's new AI agent works 24/7 to research, schedule services, and all of those things. Now, your website isn't dust just yet, okay? It's not your only source of truth anymore. There's actually 5 other sources of truth for your business that we're going to talk about in this video and how to build it and deploy it. If AI needed to understand everything important about your company tomorrow, where would it go? And this is probably the number one question because, yes, you could say it goes to my website and crawls and finds information. Maybe it goes out to my social media accounts and finds information. But there are 5 specific sources that we need to build to make sure that we have a knowledge catalog. So first, what is a knowledge catalog? Your business already has a brain. When you think about all the things that happen in your business, think about your customer service team, your sales team, you, everyone else on your team, everything that happens inside of your business is the brain of the business and it's operating somehow. There's never been a place where you actually document everything, right? You might have some SOPs over here. You have conversations happening over here. You have all these things happening. That is essentially what a knowledge catalog is. It's a second brain for your business. And your knowledge catalog is the brain, the living system that captures everything that your business knows and is happening inside of your business. So it's built from 2 different kinds of knowledge, and this is important: external things and internal things. When we think about external things, people automatically just default to my website is my only external thing. It's not. There's 3 externals and there's 3 internals, and we're going to talk about that next. So internal versus external. When we talk about internal knowledge that never ever makes it online, there's 3 things. There's your customer phone calls, there's your sales calls, and there's SOP and documentation. So let's just think about this. So I was at a home service business and we had 28 technicians out in the field. We had 4 customer service representatives. Those 4 customer representatives were getting 50 calls a day. And those 50 calls had real customer interactions with real problems, real questions, real objections to overcome. All of those customer phone calls is a brain or a part of my brain that I wish was documented so that way I had it for other uses. We're going to talk about some other use cases for this as well. Your sales calls. I mean, this is a honey hole. Like every single sales call that comes in, like all the objections that happen, my technicians are out selling something, my salespeople are out selling something. Like all of those things are a gold mine for content, for training. I mean, there's a million use cases. And then SOPs and documentation. So we work with home service businesses and they might be rebranding and they get a branding document from this branding company. And yeah, it's nice. You share it with your marketing company and hopefully they use some of your things. But this should ideally be in some type of a knowledge catalog or brain. These are the internal parts that need to be building up a brain or a knowledge catalog about your business. OK, now when we look at external, we have social media content, reviews, website. So hopefully, you're creating social media content that is answering customers' questions or showing real stuff. But that's real content that's happening externally. Reviews, this is your real customers are saying about you online. And then your website. Now, I would dare to say that your website is the least real. of these 6 things because the website can be artificially manufactured and jammed with keywords that is not really true to your actual business and what's happening internally and even how you might show up externally. And this is why I believe that your website is going to get less and less important over time. All right, together, this is your business's brain. You need to capture all 6 and then build a catalog that deploys it everywhere, and we're going to talk about those things next. So Let me be very clear with this. Centralizing isn't enough. What I mean by centralizing, if you just dump thousands of calls and videos and documents into an AI tool, I don't necessarily have a business brain at that point. I just have a bigger pile of information that I needed to do something with. So we don't want to just dump a bunch of stuff in. We need to actually have reasons why we're using these things and then how we're using them. So the missing ingredient is organization and relationships. Internal things happen, external things happen, and then there needs to be gaps identified, and then we need to make the knowledge brain better. That's what we're going to talk about next, which is we need to build the pipeline, not the catalog. So the goal isn't to build your knowledge catalog. The goal is to build the pipeline feeding your knowledge catalog. We could— you could download everything right now and just plop it in, and that's at this point in time right now your brain. But if we know anything about our brains and what we want to build, it needs to be ever-evolving. It needs to be continuing to learn and get better over time. So like, for example, when a new call happens in your business, we need that dropped into a knowledge catalog. When a new meeting happens internally or externally in your business, we need that to drop into a knowledge catalog. The SOPs inside of your business, right? And I'm not saying give all of your secret sauce away. What I'm saying is things that happen in your business that you think would be like, wow, this would be a great thing to have in our catalog so that way it knows about my business. We need to have that automatically being pulled in. A new video comes out on YouTube answering customers' questions. That needs to come in. New review comes from a customer. That needs to come in. Anything new on my website that needs to come in. And more importantly, we need this to happen automatically. What we don't want is just random pulls happening, because if the brain is getting better over time and all of these things are driving into our knowledge catalog, we need it to be smarter over time. And the new center of your business— website, YouTube, sales, customer service, and all that stuff— Needs to be a second brain. I'll give you one other like business owner to business owner recommendation on this. If you get asked tons and tons of questions and you were like, wow, I wish I could duplicate myself. This is how it was at my home service business. And I faced this exact problem, right? We have 23 team members. Everyone's asking me questions. So when we created this knowledge catalog and this digital twin, this brain, whatever you want to call it, for me and our business, now we have a point of truth that's getting smarter. All the time that our team can ask questions. It has my stuff, it has our team stuff, it has everything. And now I'm not the bottleneck on the answers. We have a knowledge catalog, we call it FlashGPT, that knows everything about our stuff. So that is what I'm talking about here, is that we need to have a center of your business. All right, so let's look at ways that you can deploy this inside of your business, and then we'll talk about how to actually build it. So obviously marketing— this is the one that we built out for our clients, which is we need all of those things— calls, Internal, external calls, SOPs, website stuff, content getting created, reviews. We need all that to happen automatically into a knowledge brain, and we have that built, and then we deploy it through marketing. So if we can create content for our clients from their real stuff, that's going to be way better than just trying to go to ChatGPT and asking it things because this is the real knowledge brain. So think about content, SEO, AEO content, emails, social media content, FAQs. Imagine you want to run ads and you're like, "Hey, okay, I want to run ads for this." How does my customer say da da da da? Like how do they explain when a leak happens in their home? You have the actual words that your customer says and you can use that in your ads. There's nothing more powerful than using your real customer words inside of your marketing. Okay, let's talk about sales. So if you knew all the objections that were coming into your business, do you think that you could create content like an email sequence leading up to the sales call that Knock down every single objection leading up to that sales call. So that way your salesperson didn't have to overcome those objections in the call. They could do it ahead of time. Yes. And if you knew the questions that your people were asking on the phones and in your sales calls, now you have tons of ammo to create content on to just knock down objections. Another strategy for this is like running ads. If you knew all the objections in your sales process, you could run ads at people in your sales process and knock down their objections. Proposals. What do people get hung up on the proposals? Create content about that. Follow-up calls, call prep, coaching. Like imagine you were going into a meeting with your sales rep and you a one-to-one or or review and you said, okay, what are the common objections that they had over the last ten days? And then answer those questions and like you can coach them on it. Like this is how you can use this tool. Now imagine you have customer service. Let's say that you did want to deploy a chatbot or a phone AI agent or some type of FAQ support answers or CSR assistance, and you didn't have all of. knowledge about your business that's happening every single day to actually give it, and you had to randomly go to ChatGPT and ask for FAQs and answer FAQs and then give it some one document. Like, that's not enough. But the future of customer service could be a knowledge brain that's working directly with your clients because it's coached on every single thing that you have. And then the last one is operations and leadership, and I can't stress this one enough. This has nothing to do with marketing, which is what we do for home service businesses. But as I mentioned, what the FlashGPT is, Imagine you hire someone new and you give them this knowledge catalog, like ask it questions, ask it objections, ask it what people are asking you. Like now you have a place where you can look up things, you can do pattern recognition, you can, you know, ask it onboarding questions, like giving it to your people. The most advanced use isn't answering questions, it's finding the patterns that your team hasn't noticed yet. So let's talk about these gaps because I hinted at gaps a couple times, and specifically when we talk about AI search, and marketing, this is probably the best way to use a tool like this to make sure that you have all your bases covered online. So let's say, you know, once the brand exists, it doesn't just answer questions, it shows you exactly what you're exposed. And this is one of the most important pieces. Internal signal. We have real questions pulled from calls, chats, sales conversations. Then it needs to rank it by how often that actually comes up. So if someone asks 10 times this exact same question, We need to know about that, right? Because we need to figure out why do people keep asking the same question? And then we need to know the exact language the customer uses, not the language that you guess that they use, but how do they actually say this or ask this? From external signals, what's actually discoverable online? So if we know that 10 people ask this question and then we go online for external and we say, okay, on my website, does it answer this question? On my Google Business Profile, does it answer this question? In my reviews, does it answer this question? In my YouTube content, does it answer this question? Does an answer to that exact question exist anywhere that AI can find? Because if we know that people are asking this question and we know that this is a popular question people ask, they're probably asking AI this question. And if we cannot prove that we know this, then that is a gap. And that is the power of having a knowledge ingestion, internal, external knowledge gap, because the gap between them is your content roadmap. So if you have ever thought about, okay, well, what do I talk about? What content do I have? And you didn't know where your deficiency was online, now you have it when you have a knowledge catalog because you know the questions coming in, you know what's online externally, and then you know where you're missing the gaps. And now you know what you need to create content on because 10 people asked this and I haven't talked about this. So what do you think they're doing on AI search? They're asking those questions and now you have the answer that you're showing them. This is why the knowledge catalog is not just dump a bunch of stuff and then use that as my brain. It needs to be learning and evolving with knowledge gaps so that way it's getting smarter and smarter and smarter, and you're filling gaps more and more and more so that way you show up in AI search for content-related things. All right, now let's get into how do you actually build this. So this is the evolution that we did as a company, and if you're listening to this, it's like, Phil, I get it, how do we actually do this thing? So there's a free tool, NotebookLM. They just renamed it Gemini Notebook, and they'll probably rename it a bunch of other times, but essentially it's a Google product. And you can have 50 free inputs into this basically language model about your business. So what we did before was those ingestion tools that I had, we had it all patchworked together with Zapier and it was going to a Google Sheet and then the, or Google Docs, and then it was connected with their NotebookLM and we could ask it questions. So you could patchwork it together and, you know, build some type of like a free tool with NotebookLM, Gemini Notebook, whatever you want to call it. And I would say that this is better than nothing. Specifically like new hires, specifically like sales coaching and stuff. Like you should just do this and build a notebook LM tool about you for your business. Now the second thing is you can use Claude. Like you can build a custom agent, you can connect your own inputs and APIs and build a knowledge brain inside of Claude. And you can go by all means like vibe code this and like figure out, you know, how to do this. And I'm not saying not to. What I am saying is like ChatGPT has MyGPTs. Claude has, you know, custom agents and different things. And we had MyGPTs at one point for all of our clients. And we were, we had parts of this stuff. And then ultimately what we ended up building was an agent that does all of this for people. And we built it on Google Cloud. And the reason is, is because I believe for home service businesses, which is who we help market, is that Google, 87% of people go to Google when they need a home service business. So if we can create a knowledge base for them, in Google Cloud and connect it with Google Search Console and ultimately deploy this as an agent for them. Or let's just say we don't even end up deploying it as an agent. Let's say that we just can export this catalog and use it inside of Google tools. I want to make sure that our clients are prepared for that. So what we built it on was Google Cloud. I'm saying if you want to DIY this, you can use Claude or NotebookLM or something else. And this is exactly what we built for our clients. One knowledge catalog that deploys across their ads, their content, their email, and it runs automatically. So calls come in, meetings come in, documents come in, content gets created and then gets deployed, knowledge gaps get filled. I'll put a link down below if you want to check out our agent. His name's Turner, and you can set up a demo and see what it's like. But like, it's already built. If you're not a DIY typer or you don't want to vibe code this and try to figure out all these things on your own, this is exactly why we build tools like this for people. All right. So I want to talk about your real competitive moat here, because when I talk about the web, the website doesn't matter and it's just dust and, you know, there's all these other things. Let's just talk about this. So competitors can copy your website. They can copy your keywords. They can see your ads and copy them. They can copy your offers. They can even copy your content that they see online. What they can't copy is your years of customer conversations, sales objections, employee expertise, processes, decisions, reviews, explanations, and institutional knowledge. This is the real moat. And when we talk about the trust economy and the trust recession that we're in, this stuff can be created. Like this stuff can be fabricated very, very quickly over here. Like you could spin up a website in You know, 15 minutes. You could jam keywords in. You could spin up ads in 10 minutes. You can come up with the greatest offer Hormozi tells you. You can even create content with AI avatars. Like, all of this stuff is fluff. This stuff you can't. And this is why this is the most important piece. And I would say that this isn't just an AI project. This is literally a business asset because imagine you hire a marketing company and you give them your knowledge catalog. How do you think they're going to market your business? Way better. Imagine that you go to sell your business and you say, yeah, I have a digital twin of me. You don't have to keep me on for, you know, for earnout. You can just use my digital twin. It knows everything that I have. Like, this is why this is a business asset. And you got to make sure that you don't just think of this as another AI project to try to do. All right. Let's side by side this old way versus new way. So your website's the hub. Everything points to it for answers. Your knowledge catalog is actually the hub and websites become a spoke, a data layer inside of that. Knowledge lives in people's heads and scattered files. We don't want that. Knowledge is captured, structured, and continuously updated. One document equals one static answer. One knowledge cluster powers dozens of deployments. AI tools only know what you manually feed them. AI tools draw on the living system that understands the business. Documentation project done once, stale in 6 months. A pipeline that keeps feeding the brain in real time. Competitors can copy your content. Competitors can copy years of institutional knowledge. They cannot do that. And this is exactly why You need to have this documented. All right, so real quick, I'm going to go through before you build a knowledge base what you need to do. But if you own a home service business and you're between $1 million and $10 million, that's exactly who we help. I'll put a link down below if you want to check out Turner. You know, we— anyone can use that, so I'll put the link down below. And let's get right into this. So expect— accept your website— accept your website was the hub and it's now a spoke. The knowledge catalog is the new hub. Your website is not dead, it's just not your only source of truth anymore. Capture all your sources. Don't just say, oh, my website has everything. No, internal stuff, external stuff, everything needs to be pulled in. Build a pipeline that keeps feeding the catalog, not a one-time documentation project or pool. Compare internal signal, what customers ask, to external signals, what's online, and that gap is your roadmap for content creation. So make sure that you show up in AI search. Pick your build path: NotebookLM, Claude, or custom Google Cloud Agent, or Work with a company that already builds agents for this and already has it all systematized for you, and you just deploy it. Remember, the tool isn't the strategy, the knowledge asset is. All right guys, well, I appreciate you hanging out for me— with me. If you like content like this, be sure to hit like and subscribe, and I'll see you in the next video.