Google started answering the question for them
You know how you Google something now and there's a big AI summary sitting at the top before any actual websites show up? That's called an AI Overview. Google also has something called AI Mode that works more like a chat. Google has a page that explains how these AI features work with websites if you want the official version. Either way, a lot of people get their answer right there and never scroll down.
Say someone searches "how long does a spray tan last." They read the summary at the top and they're done. Your page might be where that answer came from, and you still didn't get the visit. That's the part that stings.
So is it Google's fault?
Depends who you ask. Google has said it's misleading to make generalizations about why traffic drops, and points to things like seasonal demand. Plenty of site owners say the opposite, that their clicks fell off a cliff and nothing else changed.
I'm not going to pretend I know who's right. It's probably a little of both. Some of the drop is AI answers, some is seasonal, some is competitors, and some is stuff that's been slipping for a while and just finally showed up.
How to figure out what's actually going on
Before you panic, open Google Search Console. It's free, and if you don't have it set up yet, that's step one. Look at two numbers in the Performance report: impressions and clicks.
If impressions are holding steady but clicks dropped, people are still seeing you. They're just not clicking. That's pretty much the AI answer thing. If both dropped, that's a different problem, and it's worth digging into before blaming anybody.
Then check which pages lost the most. Usually it's the "how to" and "what is" type posts. Pages for your actual services, like "lash extensions in Tampa," tend to hold up better, because someone ready to book still wants to see who they're booking with.
What I'd do about it
I wouldn't tear your site apart. I'd make sure your service pages say clearly what you do, where you do it, and how to reach you. I'd keep your Google Business Profile filled out and current, because that info gets pulled into these AI answers too.
If you're not sure where to start, here's what I help with.
And I'd stop judging everything by raw traffic. Fewer visits that turn into calls beat a pile of visits that leave in five seconds. The people still clicking through are usually the ones closer to buying. That's not a terrible trade.