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By 2028, an estimated 90 percent of B2B purchases will be prepared by AI agents. Not by people who Google, compare and request quotes, but by machines that automatically screen suppliers, compare prices and create shortlists. This fundamentally changes how customers find you.
The problem? If your website is not readable and interpretable for AI systems, you simply won’t appear on those shortlists. For AI, your company effectively does not exist.
The good news: you don’t need to implement complex technology or expensive tools. With a few targeted adjustments, you can already make your website significantly more visible for AI-driven search and purchasing processes.
Why AI looks differently than people
AI agents do not read websites the way people do. They have no patience for vague marketing language, hidden information or detours via contact forms. They look for clear, structured and concrete answers to very specific questions. If that information is missing, your website is simply skipped.
Three quick wins for SMEs
Make your pricing more transparent
“Request a quote” or “contact us” may feel safe, but for AI systems it is a stop sign. Without any price indication, they cannot compare you and therefore cannot include you in their selection. You do not need to publish exact amounts. A starting price, price range or clear indication is already enough to be considered.
- Cost: 0 euros
- Time investment: approximately 1 hour
Answer three essential questions on your homepage
AI systems must understand what your company is about within seconds. Make sure these three questions are explicitly answered on your homepage:
What exactly do you do?
Who is your offering intended for?
Why should a client choose you rather than a competitor?
Keep it short, clear and free of empty marketing claims. What is clear to people is usually clear to AI as well.
- Cost: 0 euros
- Time investment: one evening of focused writing
Provide a well-structured FAQ page
FAQ pages are a crucial source for AI systems. They contain structured questions with clear answers, exactly what AI needs to interpret your offering correctly. Gather the ten questions customers ask you most often and answer them honestly and thoroughly. Think about pricing, approach, timing and expectations. Without an FAQ page, your visibility decreases significantly.
- Cost: 0 euros
- Time investment: approximately 2 hours
What does this deliver?
Companies that optimize their website in this way:
- are picked up more quickly in AI-driven search results
- receive better-informed and warmer leads
- save time because basic questions are already answered
Without new software. Without heavy investments. Without additional marketing budget.
Clarity is your best AI strategy
AI visibility does not start with technology, but with clarity. About what you do, who you work for and what clients can expect. For many SMEs, the biggest gain lies in critically reviewing and sharpening what is already online today.
Would you like to know how AI systems currently read and interpret your website? Moore’s experts will review with you where opportunities are being missed and how to strengthen your online visibility in a future-proof way.
