Do not treat this as a single metric problem
AI answers often reduce clicks on informational queries. That does not always mean lost demand. Start by segmenting pages by intent so you can see what actually changed.
Step 1: split by intent
- Informational pages: likely click pressure from AI answers.
- Comparison pages: still important for evaluation-stage users.
- Commercial pages: where conversion performance matters most.
Step 2: protect commercial journeys
Audit the pages that should produce enquiries. Make CTAs obvious, tighten proof, and remove friction in forms. If traffic quality is changing, conversion rate becomes your main lever.
Step 3: make pages easier to cite
Use clear headings, direct claims, and supporting evidence. Strengthen schema and internal links so pages are easier for search systems to interpret and connect.
Step 4: measure the right outcomes
Track qualified enquiries by landing page, not only clicks. If GA4 is noisy, clean that first. Use this companion guide: GA4 data is unreliable: how to fix it.
Practical next move
If this pattern is affecting your site, start with the AI overviews reduced clicks problem page, then run an AI/GEO visibility audit to prioritise fixes.