The share of French TPE-PMEs with a website decreased from 70% in 2024 to 61% in 2025, according to the study “Succeeding with the Web” by Afnic. Their presence on social media dropped from 75% to 64% during the same period. This decline reflects a methodological issue, not a rejection of digital: without a structured web marketing strategy, online efforts become exhausted. We observe that companies that maintain results are those that align their actions around measurable objectives, not those that multiply channels.
Zero-click search and AI Overviews: adapting SEO to real visibility
Google now generates synthetic answers directly in its results pages via AI Overviews. For short informational queries, an increasing share of users no longer needs to click on a link. Traditional organic traffic is declining for these queries, even for well-positioned sites.
We recommend refocusing content production on transactional or comparative intent queries, where clicking remains the norm. Pages that answer “which provider to choose for X” or “comparison of solution Y” retain their conversion potential, while an article “definition of X” loses ground to AI snippets.
Structuring content with marked-up data (FAQ schema, HowTo, Product) increases the likelihood of appearing in these snippets. Specialized agencies assist with this type of technical optimization, as seen on https://optimizen.fr/, which details the SEO levers suited to these developments.
Web marketing strategy and budget allocation: where to place the effort
Afnic reports that 71% of TPE-PMEs do not engage in any online advertising actions. Only 27% consider the time spent on the web “profitable or very profitable.” The problem is not the lack of budget, but its dispersion.
A web marketing budget is divided into three areas that need to be prioritized according to the company’s sales cycle:
- SEO and editorial content: a deferred return investment (four to eight months), but generates a flow of qualified visitors at no cost per click. A priority for companies with a high average basket or a long decision cycle.
- Paid advertising (SEA, social ads): quick activation, useful for testing a market or supporting a launch. The cost per acquisition should be tracked by cohort, not just by campaign.
- Marketing automation and emailing: an underutilized retention lever. A well-segmented nurturing scenario on an existing contact base costs little and converts better than a cold acquisition campaign.
The distribution among these areas depends on the acquisition/retention ratio of each company. Allocating the majority of the budget to acquisition when the repurchase rate is high is a common management mistake.
Social media and company visibility: moving beyond mere presence
Regularly posting on three or four social networks without a measurable conversion objective does not constitute a strategy. Organic reach on Facebook and Instagram for business pages has fallen to levels that make non-sponsored posts nearly invisible.
The question is no longer “which network to be on” but “which format triggers an action”. A LinkedIn post with a native PDF document generates significantly more reach than an external link. A short video on Instagram Reels reaches a broader audience than a static carousel. The format conditions algorithmic distribution.
We recommend concentrating efforts on a single social network aligned with the target, then producing native content there (written and hosted on the platform, without outgoing links). Diversification is only justified once the first channel is stabilized with reliable indicators: engagement rate, clicks to the site, incoming messages.
DSA compliance and digital communication: a constraint turned lever
The Digital Services Act (DSA), in force in the European Union, imposes transparency obligations on online advertising. Each ad displayed on a major platform must now clearly indicate that it is sponsored content, identify the advertiser, and explain the targeting criteria used.
For companies investing in social ads or display, this changes the distribution mechanics. Hyper-targeted audiences based on sensitive criteria are restricted, pushing the need to work with broader contextual audiences. Campaigns that relied on behavioral micro-targeting must be rethought.
This regulatory constraint has an unexpectedly positive effect: it encourages the production of clearer and more relevant advertising creatives, as fine targeting no longer compensates for a mediocre ad. Advertisers who invest in message quality rather than targeting precision see stable conversion costs despite the restrictions.
Advertising compliance audit: verification points
- Check that each active campaign carries the “sponsored” label visible before user interaction
- Ensure that the advertising libraries of platforms (Meta Ad Library, Google Ads Transparency Center) correctly display the identity of the advertiser
- Document the targeting criteria used for each campaign, excluding the sensitive categories defined by the DSA (political opinions, health data, sexual orientation)
- Archive the creatives and distribution parameters for the legal retention period
Web marketing in 2025 is no longer just about activating digital levers. Managing profitability by channel and complying with regulatory frameworks have become competencies as foundational as mastering SEO or social media. Companies that treat their digital strategy as a cost center rather than a measurable investment will continue to feed the statistic of 71% who see no return.
