A lot has changed since the dawn of the internet and today’s websites look nothing like the early web pages of the 90s. Visuals, user-friendly designs, and quality content just keep getting better.
The purpose of the website, however, has undergone a major shift over the last 5 years. Due to the rise of AI agents and bots crawling the internet for information, websites are no longer for human eyes only. This has caused a fundamental change in how those of us who make and update websites operate. We’re not only writing and building for you, the client. We’re building for your AI chatbot too.
So what’s the point of a website in 2026, and what should be on yours? Let's discuss the two lenses through which you should be looking.
**Disclaimer: What’s good for humans is usually good for AI chatbots, and vice versa. These categories are not always mutually exclusive.
Entice AI Chatbots to Your Website
Your Website is Your Best Source of Truth
AI won’t know a thing about your business unless it’s on the internet. The formula is simple: your website is the main source of information that AI can pull from to tell clients who you are, what you believe, how you can help them, how much it might cost them, and how you compare to the competition. Companies are getting sized up against one another by AI chatbots every day. The more “truth” you have out there about your business, the better.
Action: Make sure the information on your website is helpful, true, and clear.
Become a Publishing House
As a business owner worried about the bottom line, you’re probably not thinking about blogs, landing pages, and storytelling, but you need to be. These days, content is king. The more content for AI chatbots to comb through, the better your rankings will become. And the great thing is that it’s totally within your control. While you can’t force an AI chatbot to rank you, you can absolutely give yourself an advantage. All website pages should also have the correct HTML formatting for AI to read them properly (watch this video for more on that). Publish, publish, publish, and see where the clicks take you.
Action: Publish blogs and product/service pages that AI can pull valuable information from.
Prioritize a “Frequently Asked Questions” Page
After multiple decades, the internet has finally evolved into a true question-and-answer machine. Gone are the days of digging through suggested links and news articles for your answers. Now, the AI summary at the top of the page can often answer your question in a succinct and digestible outline. This is where FAQs on your site come into play.
For example, if you’re a landscaping company, you might want to start by compiling a list of frequently asked questions about seasonal service changes, timelines, and prices. Then, post them on your website.
Examples might include: “Is there a Cincinnati-based landscaper that does both summer lawn care and winter snow removal?”
“Does summer landscaping cost more than winter snow removal?”
“How many hours does it take per week for a landscaping company to service my grounds?”Posting FAQs on your own site could be the ticket to the highly sought-after AI summary real estate at the top of the search engine.
Action: Make a list of frequently asked questions, answer them, and publish them on your site.
Understand What Matters to the Modern *Human* Buyer
Building Trust Will Never Go Out of Style
Your website builds trust and allows customers to verify that you exist. In this new era of “AI slop,” there are a lot of fake sites, scams, and downright bad content out there. Humans are more skeptical than ever before of what the internet is telling them. When a potential client discovers you, they’ll likely head straight to your website to verify that you’re real and that they can trust you with their money. A clean, secure site that looks professional goes a long way for relationship building and longevity.
Action: If your website looks out of date or scam-like, consider a design refresh.
Transparent Pricing Is Always a Good Idea
Having a pricing page can be daunting for many businesses, but in our opinion, it almost always pays off. People want to know what you cost, even if they beat around the bush. Pricing pages are great for proving your transparency, getting qualified leads, and selling like others won’t. Customers appreciate the ability to enter further conversations with some background information on what they’re signing up for. Check out our pricing page for some inspiration.
Action: Be as transparent as you can with your pricing, including everything from small inventory to involved services.
Demystify Your Services
No offense, but many of today’s customers don’t want to pick up the phone and talk to you. In order to cater to this avoidance, your website needs to offer answers to basic questions. When you clearly outline your process, timeline, and deliverables step-by-step, you give clients the space to think and compare their options from the comfort of their home, long past business hours. This makes it easier for them to get on board with your product and service when they’re ready to buy.
Action: Don’t give your clients a reason to be frustrated. Spell out the process that they will experience when they hire you.
If you need help building out a website roadmap, we’re happy to help. Get in touch with our team to get started on your new and improved website!
