The Conversion Crisis: What Bad Websites Actually Cost

This week on Buffering, we are diving into the state of broadband websites in 2026 and asking a simple question: what is a bad website actually costing you? From outdated service pages and broken buyer flows to zombie pages, endless pricing tables, and mobile experiences that still feel stuck in 2014, Zack and Gabe unpack why so many providers are still losing customers before the sale even starts. They also explore how AI is completely reshaping the rules of web design, search, and conversion optimization, and why the old “refresh your website every few years” mindset no longer works. Join Zack and Gabe as they break down the hidden friction points killing conversions, debate the future of service tiers, and share practical ways providers can use AI to rapidly improve their websites without massive agency budgets. Along the way, they explore what it means to build websites for both humans and AI agents, why personalization matters more than ever, and how your website can either become your best salesperson or your most expensive liability.