In the 2000s every business needed a website. Today every website needs an MCP. The same
story is repeating - and the ones who get there early will gain the most, exactly as they
did with websites.
People once argued whether a website was even needed
It is hard to remember now, but in the early 2000s business owners genuinely debated
whether they needed a website. "I have a phone, I have a sign on the street, my
customers know me - what do I need a website for?" It was a fair question, not a silly
one. Within a few years it simply flipped: no website, you don't exist. The debate
wasn't won by a clever argument. It was won by reality - customers just started looking
differently.
The way people find you has changed - again
For twenty years the route was fixed: Google, then your site. Today more and more people
skip that step. They ask an AI assistant directly - "recommend a good plumber nearby",
"does this business also do X?", "what are their opening hours?" - and get one worded
answer, with no list of links.
The catch: the AI answers from its data, not necessarily from yours.
If it has no clean, tidy source about you, it fills the gaps itself. Sometimes in your
favour, often against you - a service you no longer offer, a price out of thin air,
invented hours. You never wrote that. You just weren't there to correct it.
What MCP is, in plain words
MCP is a standard way to give an AI a direct, orderly channel to what you want it to
know about your business. Not a website a person reads - a source an AI reads. If a
website was "your address on the internet", MCP is your address to the systems that
already answer for you to customers, in a language they understand, by what you decide.
A website made you present. MCP makes you a participant - in a conversation that is
already happening about you, with you or without you.
Why it is inevitable
When the entry point changes, presence there stops being a choice. AI assistants are
becoming the front door through which customers meet businesses. Whoever put up a
website early in the 2000s caught cheap attention while it was cheap. The same window is
open now, for the very same reason: the tool is new, the competition thin, and the cost
of being early is low - while the advantage compounds.
The local angle
The market here is small and word of mouth is strong. That is exactly why an AI
answering wrongly about you hurts fast - and why being the clear source pays off fast.
Most local businesses aren't here yet. That is not a flaw in the technology, it is the
opening: the field is open, and whoever gets there first will be remembered as the one
who was always there.
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