---
id: "quote-15-to-20-visits"
type: "quote"
source_timestamps: ["§ Shift 2: SEO and Website Design Matter Less and Less"]
tags: ["customer-journey", "zero-click"]
related: ["concept-conversion-pathway-compression", "entity-hsure", "entity-julia"]
speaker: "Julia (Head of Operations, HSure)"
speakers: ["Julia"]
quote: "Our internal analysis has shown that information that previously required 15 to 20 website visits across the customer research journey is now delivered in a single LLM-generated response. Our brand recognition is removed from the customer relationship, and we lose not only traffic and conversion opportunities, but our role in guiding high-stakes decisions about health, risk, and financial protection."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-11-llms-overtaking-search"
sourceUrl: "https://hbr.org/2026/03/llms-are-overtaking-search-heres-how-to-adjust-your-online-presence"
sourceTitle: "LLMs Are Overtaking Search. Here’s How to Adjust Your Online Presence."
---
# Compression of the Customer Journey

> "Our internal analysis has shown that information that previously required 15 to 20 website visits across the customer research journey is now delivered in a single LLM-generated response. Our brand recognition is removed from the customer relationship, and we lose not only traffic and conversion opportunities, but our role in guiding high-stakes decisions about health, risk, and financial protection."

— **[[entity-julia]]**, Head of Operations, [[entity-hsure]]

The primary first-hand evidence for [[concept-conversion-pathway-compression]]. The '15 to 20 visits → one response' figure is an *internal* HSure statistic; the pattern (fewer clicks, later-funnel synthesis) is externally corroborated, but the exact number is not a published benchmark (enrichment).