How it works
The model was trained on a massive volume of texts, and it learned to continue any excerpt plausibly. Hence both the strength and the weakness: it answers coherently to anything, but does not distinguish knowledge from a plausible guess.
Why this is important for a website
When a person asks an assistant about your niche, the answer is assembled from what the model has read and found. A website where facts are presented concisely and verifiably gets into such an answer more often than a website with vague phrasing.