01
Why the buyer journey changed
AI is shaping the shortlist before visitors reach your site. Your website now has to validate, not educate from scratch.
On-Demand Session
Enterprise Websites
in the AI Era
Your buyers changed how they research. Your website needs to catch up.
Why this matters now
0%
of B2B buyers already use AI to evaluate vendors
Forrester
0%
projected drop in organic search traffic by 2026
Gartner
0min
to get a framework you can act on
On-demand sessionWhat You'll Learn
Five shifts your site needs to make.
A practical look at what changes first, what can wait, and where AI actually belongs.
02
What your website needs to prove
Buyers are looking for evidence, fit, and confidence. That changes the role of demos, calculators, proof points, and brand experience.
03
The Three-Layer Framework
Foundation, Proof, and Interface. The order matters, especially when everyone wants to start with chat.
04
Where to start first
How to audit your content, test one high-impact experience, and build toward more adaptive journeys over time.
05
When a redesign makes sense
How to tell when your site needs targeted updates versus a larger reset of positioning, story, identity, or experience.
The Framework
Three-Layer Framework
Most teams start with Layer 3. The session covers why that's wrong.
Layer 01
Foundation Layer
Citable content structured for LLMs. They need to understand, summarize, and recommend you. Start here.
Layer 02
Proof Layer
Interactive proof that converts AI-referred visitors. AI can summarize you. It can't demo your product.
Layer 03
Interface
Conversational navigation and personalization. Most teams start here. That's the mistake.
The Stakes
The website's job changed.
Most sites haven't caught up. Here's what's at risk.
Your competitors are restructuring for AI.
Every quarter you wait, the gap widens. Buyers form opinions before they ever reach your site.
Decision-makers arrive pre-informed.
AI already told them about you. Your site's job is to confirm and deepen that, not start from scratch.
Most teams start with the wrong layer.
Chatbots and AI assistants are Layer 3. Without Layers 1 and 2, they have nothing to work with.
Your Speakers
Having this conversation with clients every week.
Not thought leaders. Practitioners.
Steve Ohanians
Co-Founder & CEO
25 years building digital experiences for B2B enterprises. Works directly with marketing leaders navigating high-stakes web investments.
Bernadette Blanchard
Director of UX & Strategy
Leads user experience at Clear Digital. Aligns digital strategy with how buyers actually make decisions.
Know where to start.
25 minutes. A clear framework. Specific enough to bring to leadership.
After watching, take the 5-minute AI Readiness Assessment to see where your site stands across Foundation, Proof, and Interface.