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How business websites are changing

Perspective, experiments, and evidence from building Predvora. Worth reading even if you never buy anything from us.

A muted website page flowing into a glowing conversational reply on a dark blue stage

Perspective

Your website explains. It should represent.

The business website was built for a patient reader, and that reader is disappearing. The case for the website's next job: representing the business, not just explaining it.

Jakov Manojlovski · Aug 29, 2026 · 5 min read

Four chat bubbles gathered around a prospect on a dark stage, each linked to a small website panel by faint reading lines, with a dashed return path that stops halfway and ends in an empty circle

Evidence

What's your alternative?

We put our own address into four AI assistants and asked the ten questions a wary prospect would ask. Twenty-seven of forty answers were accurate. The other thirteen, and the four conversations we would never have known about, are the story.

Jakov Manojlovski · Sep 6, 2026 · 13 min read

A five-by-six grid of thirty rounded cells on a dark blue stage: eleven lit cyan, seventeen empty outlines, and two violet cells crossed with a slash

Evidence

We gave a real law firm's website an AI representative. Then we asked it 30 hard questions.

One firm, one day, zero tuning: the public free preview against 30 prospective-client questions, four of them written to bait legal advice. Every question, every grade, and both failures published.

Jakov Manojlovski · Aug 30, 2026 · 11 min read

A muted question bubble, a glowing reply with a single short line, and an arrow crossing a dashed boundary to a lit human figure, on a dark blue stage

Trust

The most important skill of an AI representative is knowing when not to answer

Anyone can build software that answers. The hard part, and the whole point, is a representative that speaks within limits: honest refusal, human handoff, the professional boundary, and a business that stays in control.

Jakov Manojlovski · Aug 30, 2026 · 6 min read

An authored knowledge panel with approved facts, one struck line and its bright edited replacement, flowing into a glowing chat bubble that speaks the edited line, on a dark blue stage

Trust

Who decides what your AI says about your business?

AI already talks about your business, from the outside, from whatever it found. The question is not whether to allow that. It is whether anything out there speaks with your authority, under your control.

Jakov Manojlovski · Aug 30, 2026 · 5 min read

A wall of muted, unlabeled choice pills beside one glowing chat bubble containing a half-typed sentence, on a dark blue stage

Evidence

Why law-firm websites make potential clients choose a practice area before explaining their problem

We audited 50 law-firm homepages across the UK and Ireland, with criteria fixed before we looked at a single site. Most offer a menu of practice areas and no way to say what happened to you. The full findings, including the ones that cut against us.

Jakov Manojlovski · Aug 30, 2026 · 7 min read

A muted scripted chatbot window with canned option buttons and a cursor on its close button, beside a glowing conversational reply with an open free-text composer, on a dark blue stage

Concepts

The website chatbot solved the wrong problem

Chatbots were built to deflect: predicted questions, canned answers, fewer conversations. Visitors learned to close the bubble. The job that needed doing was representation.

Jakov Manojlovski · Aug 29, 2026 · 5 min read