Should we rewrite our website for AI search?

Keep the narrative, context and personality that help people understand your business and give them reasons to trust it. A website still needs to persuade and explain, not simply supply isolated answers. Converting every section into a rigid answer format, adding dozens of FAQs or inserting every possible keyword can make a carefully written page less useful to visitors without making it particularly useful to AI.

Treat existing storytelling as material to draw from, rather than something to dismantle. Preserve thoughtful, original content and use focused resources to bring together the knowledge needed for specific buyer questions. In its 2025 guidance on B2B websites, Forrester argues that websites should remain readable to AI while giving human visitors an engaging, differentiated experience.

Create a focused knowledge layer alongside the existing website, using the expertise already contained in case studies, reports, videos, white papers and other brand content. Start with a buyer's question, identify the relevant themes, connect related information and trace the supporting ideas back to their original material. Assemble the strongest available support into a clear answer with context, rather than creating a separate body of claims for AI.

Brand Proximity is described as a service for analysing and reorganising existing content in that way. The intended result is two routes to the same knowledge: a rich narrative experience for people and a structured representation that AI systems can more readily understand, retrieve and cite. Keep the answer resources grounded in original expertise so they offer useful answers, not merely another way to be found.