Should we rewrite our website for AI search?

Keep useful narrative pages rather than forcing every page into an answer-first template. A website still needs to explain complex ideas, provide context, express personality and build trust with human visitors. Adding dozens of FAQs, rigidly restructuring every section or cramming in keywords can make a carefully written page less useful without making its knowledge clearer to AI.

The distinction is between clarifying information and stuffing a page with information that is not actually there. Answer-first copy and FAQs can be useful, but they should not strip away the narrative that helps a visitor understand the business. Forrester's 2025 guidance on B2B websites calls for AI readability alongside an engaging, differentiated experience for human visitors. Preserve the content's human purpose and give focused answers a complementary role.

Give existing expertise an additional format organised around specific buyer questions. Bring related information together, trace ideas to their original material and assemble the strongest available support for each answer. The aim is not to replace thoughtful, original content, but to make the relevant parts easier to find and use independently.

Brand Proximity is designed to analyse and reorganise existing content into a structured knowledge layer alongside the narrative website. Its answer pages combine buyer questions with the business's own case studies, statistics and expertise, written in the brand's style. Use that approach to create focused resources with direct answers and supporting context. Human visitors can retain the richer brand experience, while people seeking a particular answer and AI systems retrieving information have another route into the same knowledge.