We asked a generative AI tool for some alternate headlines for this post about AI website development. It suggested: “Is Your Website AI-Approved? How to Upgrade for the Age of Smart Search.” Not bad! Our creative team at (spark) is among the third of marketing and advertising professionals that use AI to assist with work-related tasks, including concepting, pitching, and visualizing photo and video projects. But AI’s impact doesn’t stop at content creation – it’s transforming how websites function, making them smarter, faster, and more discoverable.
As the pace of AI innovation continues to increase, brands that embrace new tools and the efficiencies they create will have a competitive edge. At (spark), we understand the value of AI in marketing – including web development and brand strategy – and we believe it can help make your brand matter more for your audience.
So, how can your brand leverage AI to optimize your website, from its development to its performance? Many of us recognize chatbots as one of the most ubiquitous AI-powered tools for engaging users, but putting AI to work behind the scenes can also improve your website’s user experience and foster deeper engagement with your audience. In our work with clients across industries, we’ve found a few best practices for using AI in our workflows and yours, from back-end to front. Let’s take a closer look.
LLM-Friendly Is the New Search-Friendly
Incorporating AI into a strategy for your website starts with understanding AI’s impact on how your audience finds you. While brands once optimized websites for good old-fashioned search engines, large language models (LLMs) are the new gatekeepers of search results. LLMs can analyze web content to generate AI-powered answers with supporting links to relevant content.
Relevant example: Think about the last question you googled. What’s the first answer that populated? More likely than not, you saw an LLM-powered AI overview trained to crawl websites for the most relevant information to surface. To ensure that LLMs find your site, some of the old SEO standbys apply – high-quality content, targeted keywords, and good metadata can all make your site more discoverable – but there are a few additional techniques that are unique to AI your brand should also consider:
Adhering to these three factors can make it easier for AI tools to retrieve the right information, offer your sites as top search results, and improve your brand’s overall visibility.
Behind Every Great UX, There’s AI
Getting visitors to your site is just the first step – keeping them engaged is where AI really shines. Dynamic content generation enables personalized user experiences that adapt in real time based on visitor behavior, such as customized banners or promotions tailored to individual users. This type of personalization increases engagement and conversion rates by making the experience more relevant and compelling for each user.
Giving users a seamless way to find information or interact with your brand can also improve their experience on your site. Chatbots may feel like an oversaturated tool, but AI content generation can increase their value. By aligning chatbot interactions with your brand’s unique voice and personalizing the greeting and responses, you can create a more engaging and human-like experience. When done right, AI-powered chatbots can serve as more than just a help desk – they can be a valuable tool for storytelling and customer connection.
Performance is equally critical. AI-driven predictive analytics can help manage web traffic and resources, ensuring your site maintains fast load times even during peak traffic. Slow websites lead to frustration and abandonment, but AI can prevent bottlenecks and keep users engaged.
The Art(ificial Intelligence) of Video
As a full-service production studio, we’re still big believers in one of the most effective tools for boosting engagement that has been around since long before AI took center stage, and that’s video. Including a video on a landing page can boost conversion rates by up to 80%. Plus, viewers retain 95% of a message conveyed through video and are more likely to share your brand’s video content when using their mobile devices.
Now, considering the greater efficiencies in visual content production, video also serves as a prime example of the opportunity for AI in marketing, where behind-the-scenes tools meet audience-facing platforms. Whether it’s customer testimonials, product demos, or brand storytelling, investing in professional video content is one of the most effective ways to increase engagement and conversions on your site. AI is simply making it easier – and more affordable – than ever before.
Experienced pros have been quick to adopt these tools to transform what used to be labor-intensive processes and pass the savings along to you. AI-powered tools can streamline tasks like editing, color correction, and even scriptwriting, reducing both time and cost. At (spark), we leverage these advancements to help bring brands to life through video, like those you’ll find among our recent work.
Converting at the Speed of AI
AI is transforming search, user experience, and website development at an unprecedented pace. Keeping up with these changes can feel overwhelming, but that’s where (spark) comes in. Our team has been at the forefront of AI adoption in branding, content creation, and website optimization, ensuring that our clients stay ahead of the curve.
Whether you need to refine your website for AI-powered search, implement dynamic content personalization, or create high-impact video content, we’re here to help. Let’s make your website work smarter, engage better, and convert more in the AI era. Contact us today to get started!
