I’m going to say the quiet part out loud: your website now has two audiences.
- Humans, who skim, compare, and buy.
- AI systems, which summarize, recommend, and route the click (or don’t).
If the AI layer can’t understand what you sell, who it’s for, what it costs, and what the next step is… you don’t just lose rankings. You lose distribution. If AI can’t parse your website, you won’t exist!
So here’s the new thesis:
The new web stack is Human UX + Agent UX
Human UX is what we all know: design, speed, clarity, persuasion, friction reduction.
Agent UX is newer: how well machines can extract facts, compare options, and complete tasks using your site as a source of truth.
Most companies are accidentally building Agent UX the wrong way:
- vague headlines (“All-in-one platform”)
- hidden pricing
- missing policies (refunds, cancellation, SLAs)
- marketing pages that never actually say what the product does
- messy page structure (no clear definitions, no scannable sections)
- weak entity signals (who you are, where you operate, what you offer)
That stuff might still “look good.”
But it doesn’t parse.
And in an AI-first discovery world, not parsing = not getting picked.
What “parseable” actually means
When an AI system tries to answer “What’s the best hosting for WooCommerce?” or “Which web design agency specializes in SaaS?” it’s basically hunting for:
- Clear claims (what you do, who it’s for, what’s included)
- Comparable facts (pricing, limits, guarantees, requirements, locations)
- Proof (case studies, screenshots, numbers, reviews, credentials)
- Actions (book, buy, generate quote, start trial, migrate, contact)
- Consistency (the facts match across the page and the site)
So parseable isn’t “add schema and pray.”
Parseable is: make your site unambiguous.
The 9 rules I follow for Agent UX
1) Say the thing (in the first screen)
If your hero section could fit on any competitor’s site, it’s worthless to humans and machines.
Do this instead:
- “Managed WordPress hosting for ecommerce stores doing $50k–$5M/mo.”
- “Conversion-focused web design for B2B SaaS—strategy + design + dev.”
2) Put a one-paragraph “Answer First” block under every major heading
Don’t bury the lead. Give the summary, then the details.
This is how you become easy to cite.
3) Turn your offer into a spec sheet
If you sell hosting, your site needs to make it effortless to extract:
- stack (LiteSpeed/Nginx, PHP versions, Redis, etc.)
- limits (storage, bandwidth, CPU/RAM policies)
- backups (frequency, retention, restore process)
- support (hours, channels, response SLAs)
- uptime and incident transparency
- migration details
Same for design:
- deliverables
- timelines
- revision limits
- dev handoff details
- accessibility standards
- what “success” looks like (metrics)
4) Make pricing parseable (even if it’s “starting at”)
If you hide pricing, you force people (and AI) to guess. Guessing kills conversions.
You don’t need to publish every edge case. But you do need:
- starting price
- what’s included
- what changes the price
- what the next step is (demo, quote, checkout)
5) Don’t let policy pages be legal garbage
Refund/cancellation/warranty/SLA pages shouldn’t read like a threat.
They should read like clear rules:
- what qualifies
- what doesn’t
- time windows
- how to initiate
- how long it takes
AI systems love clear policies because they reduce uncertainty.
6) Use structured data like a receipt, not a costume
Structured data is not a “growth hack.” It’s a machine-readable mirror of what’s already visible.
If you mark up things you don’t show, or you get sloppy, you’re training systems to distrust you.
7) Create “decision pages,” not just blog posts
Thought leadership is great, but decision pages are what earn money and citations.
Examples:
- “Hosting for WooCommerce: requirements + recommended stack + benchmarks”
- “Website redesign checklist + timeline calculator”
- “Web design pricing breakdown (by business model)”
- “Migration guide with real constraints and failure modes”
8) Add proof where the question appears
If you claim “fast,” show benchmarks. If you claim “accessible,” show your standard + examples. If you claim “increases conversion,” show before/after screenshots and numbers.
Not in a buried “Case Studies” page. Right where the objection happens.
9) Give AI a clean site map of meaning
This isn’t about an XML sitemap.
This is about:
- consistent internal linking (hub ? spokes)
- stable canonical URLs
- obvious page purpose
- no duplicate near-identical pages
- clean headings that reflect the query intent
The mistake I see everywhere in hosting + design sites
They’re optimized for impression, not interpretation.
They say:
- “Premium.”
- “Next-gen.”
- “AI-powered.”
- “All-in-one.”
But they don’t say:
- “For who?”
- “Compared to what?”
- “What’s included?”
- “What are the limits?”
- “What happens if it breaks?”
- “What does success look like?”
AI doesn’t reward vibes.
AI rewards clarity.
A simple way to think about it
If someone asked an AI:
“Should I choose you or your competitor?”
Would your website provide enough clean facts to answer:
- what you do
- who it’s for
- how you’re different
- what it costs
- how to start
- what to expect
If not, you’re not “losing traffic.”
You’re losing the shortlist.
My “Agent-Ready Website” checklist
If you want a one-page checklist to build around, here it is:
- One-sentence positioning that includes audience + outcome
- “Answer first” paragraph under every major heading
- Pricing that includes starting point + inclusions + variables
- Clear limits (what you will/won’t do)
- Policies written as rules (refund/cancel/SLA)
- Proof near claims (numbers, screenshots, case studies)
- Decision pages for high-intent queries (not just blogs)
- Clean internal linking (hub-and-spoke)
- Objection-handling sections (security, migrations, timelines, risk)
FAQs
No. SEO is a subset. This is distribution. AI experiences are increasingly the front door. Your site has to be both cite-worthy and action-worthy.
Schema helps—but only if the underlying content is clear and the markup matches what users can see.
That’s already part of the shift. Your response shouldn’t be “complain about traffic.” It should be: become the cited source and the obvious next step.
Try this quick test: pick 5 high-intent questions a buyer would ask (pricing, who it’s for, what’s included, limits, next step). If a stranger (or an AI summary) can’t answer them in under 60 seconds on your site, you’re not parseable yet. Then check whether those answers are stated clearly in headings, bullets, and short “answer first” paragraphs—not buried in long copy or PDFs.
Start with the pages closest to revenue: your homepage, pricing page, product/service pages, and your top 3 “decision” pages (comparisons, “best for X,” or “how it works”). If those are clear, everything else compounds—blogs, landing pages, and even support docs become easier to summarize and cite.
Yes—maybe even more. Local sites often hide the most important facts: service area, starting price, availability, turnaround time, and what “done” means. If you make those details explicit (and consistent across your site), you become the easiest option for AI to recommend when someone searches “near me” or asks a question like “Who can do X in Y timeframe?”
Not automatically. More content can make your site less parseable if it creates contradictions, duplicates, or vague pages. What you want is fewer, stronger pages with clear definitions, scannable structure, and proof attached to claims. Clarity beats volume.
Structured data is one tool for Agent UX, not the whole strategy. Agent UX is the broader job: make your site unambiguous, comparable, and action-ready. Structured data helps machines read it—but only if the underlying page already states the facts clearly.
The bottom line
You can keep building websites like it’s a brochure. Or you can build them with AI and humans in mind.
A website is a knowledge base, a proof engine, and a task-completion layer—designed for humans and agents.