Got stuck with a site you didn’t build and don’t believe in? We’ve got your back. Get clarity fast and start making smart fixes with our free Website Triage Template.
Got stuck with a site you didn’t build and don’t believe in? We’ve got your back. Get clarity fast and start making smart fixes with our free Website Triage Template.
I know you’re feeling it because we talk about it on every call, read about it in every post, and listen to it on every webinar. There’s a major shift happening in how you market yourself online. Website traffic patterns are changing. Generic demo conversions are dropping off. User paths are bypassing top-of-funnel content. Your prospects are still researching, but they are doing it somewhere else first.
Your website has a new visitor persona: the “Annie the AI Agent”.
She is already reading your content, summarizing it, comparing it, and shaping buyer behavior before they ever reach your site.
Which means we need think differently about how websites are structured, written, and experienced.
So let’s look at six ways we see AI changing the B2B website:
Agents have made it too easy. Buyers no longer have to visit multiple websites to conduct their own research when a few AI prompts can provide the answer? The problem marketers will face is that AI is reliant on what it understands from your website content. If your messaging is clumsy or your positioning is slightly off, the AI-served version of it will be even more unclear. AI is not replacing your website (yet), but it will expose where the gaps are and what you got wrong.
Brand agents present the content you give them as fact. If a page has outdated messaging, the agent will repeat it. If your product set is inconsistent across the site, the agent will blend those differences into something confusing. This is why accuracy and consistency matter more than ever. So start with the basics:
SEO often pushed for more content and more words. AI tools reward clarity and completeness (and so do your customers). A single, well-organized page beats a batch of loosely organized ocean of content. Consider reorganizing or consolidating existing content for greater impact:
A consistent system helps both humans and AI.
Strategic websites already personalize content based on role, industry, or pain point, and AI will make this even easier for marketers. And while the automation is helpful, it also introduces a challenge for your brand’s tone and authenticity. Too much AI involvement can make content feel, well… artificial. Marketers will need to set guardrails for where AI helps (and is widely accepted) and where a more authentic experience, perhaps farther down the sales funnel, is expected. The challenge is finding the correct balance and the right level of transparency between robot and human.
This one hurts to say out loud, but agents don’t care how pretty your website looks. AI has a black-and-white understanding of value, and just like site visitors, if a site dazzles but is confusing to navigate, performance drops. AI agents have similar, but different needs. They crave (does AI crave?) clean structure, logical hierarchy, and clear labeling. Get that part right, and then use great design to amplify it.
As buyers get used to asking AI to drive their research, it is only natural they will want that same control on your site. They will expect the website to serve up the next best step, the same way AI does everywhere else in their workflow, and move through your content on their terms. We see it today with AI chatbots and embedded search, and it is only a matter of time before buyers expect the entire site to work this way.
If your website is telling a clear and consistent story, you will benefit. And honestly, you do not need an agency audit to see if that is the case. You already know where the gaps are. (An audit might help you get the budget to fix them, which is a different conversation.)
The good news is there is time. This is the moment to take stock and clean up the basics. Look at what you have. Identify what is outdated or confusing. Fix the content that does not reflect who you are today. From there, map out how you will organize the information buyers actually look for.
You may not need a full rebuild. Or you might. My point is to start with clarity, structure, and accuracy.
Everything else becomes a lot easier after that.
