Your website isn’t just being designed for people anymore. It’s increasingly being interpreted by AI.
1. Search has changed
People increasingly ask Google, ChatGPT and other AI tools questions rather than simply typing keywords into Google.
2. Your website still matters – perhaps more than ever
AI needs reliable, well-structured information to understand an organisation, its services, expertise and relevance.
3. Good website structure is becoming a competitive advantage
Clear headings, logical navigation, well-written service pages, meaningful page titles, structured content and good technical performance all help machines understand a website.
4. “More content” isn’t necessarily the answer
A website with 50 poorly structured pages isn’t necessarily better than one with 15 excellent, authoritative pages.
5. Your brand matters too
AI can interpret information, but trust, distinctiveness, tone and human connection are still fundamentally brand issues.
Five things that we suggest you do now:
- Make sure every important service has a clear, dedicated page.
- Write for questions that people actually ask.
- Remove jargon and unnecessary complexity.
- Make the site’s structure logical and accessible.
- Make sure the technical foundations – speed, mobile responsiveness, accessibility and crawlability are sound.
Our hot take on the topic:
AI might be changing the way people find you. But it hasn’t changed why people choose you.
They still need to trust you. They still need to understand you. And they still need to feel that you’re the right organisation to deal with.
That’s why the best websites of the AI era won’t be the ones that are stuffed with AI-generated content. They’ll be the ones that combine excellent technology with clarity, expertise, personality and human connection.
Like to learn more?
If you have a website and would like some (free) advice, just email info@passionforcreative.com or call +353 (0)51 580 969. We would love to hear from you.
