Should we rewrite our website for AI search?

Keep effective website storytelling rather than forcing every page into a repetitive answer format. A website still needs to explain complex ideas, provide context, express personality and build trust with people. 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.

Answer-first copy, FAQs and structured pages can be useful when they accurately represent the content. The problem is adding information that the page does not genuinely support, or sacrificing the human experience to accommodate every possible query. Preserve the narrative where it helps a buyer understand the business, and give focused questions their own resources. Forrester argued in 2025 that B2B websites must remain readable to AI while offering human visitors an engaging, differentiated experience after they click through.

Build additional answer resources from existing expertise, rather than creating a separate account of the business for AI. Start with a specific buyer question, gather the relevant knowledge from existing content and retain the connection to its original material. The aim is to reorganise useful information without dismantling the storytelling that already gives it meaning.

Brand Proximity is designed to support that approach by using AI to identify themes, connect related information, trace ideas to their origins and assemble the strongest available support around a topic. Its answer pages are built from a brand's own material, including case studies and statistics, and written in the brand's style. Use the same principle when planning additional pages: answer a defined question directly, substantiate the answer and preserve the voice of the existing website. Buyers and AI systems then have different ways to access the same knowledge.