I think there’s an essay to be written here. Web design is important, but the content/copy/positioning of your website + the tools you make available to humans and agents alike can shape the trajectory of your business more than ever.
The corollary here is that websites will be the most important marketing surface of the next decade (again), because they are the only digital marketing asset you have complete control over, and therefore there’ll be lots of interesting ways to interact with agents.