Building websites that work for your business

Maria Nelson

Guest Columnist

October 13, 2025

A company’s website isn’t just its digital address – it’s a first impression, virtual storefront and powerful marketing tool for your brand.

A powerful online presence can connect you with the local community and the world, driving growth and building a loyal customer base.

Transforming a basic online presence into a high-performing digital asset requires more than just aesthetics.

It demands a strategic integration of design, functionality, user experience and alignment with the latest in search technology – key elements that distinguish a brand from its competition.

The new frontier: AEO and GEO for website success

The world of online search is rapidly evolving. 

Though traditional search engine optimization (SEO) remains essential, two game-changing approaches are taking center stage:

• Answer Engine Optimization (AEO) 
• Generative Engine Optimization (GEO).

More users turn to AI-driven platforms like Google Gemini, ChatGPT or Claude to answer their questions.

These engines don’t just display a list of website links – they generate conversational answers and highlight trusted sources.

This means that thriving in today’s digital world goes beyond simply using the right keywords.

It requires creating content that stands out as the best answer to user questions, content that AI engines and large language models (LLMs) recognize and trust as a reliable source.

A company’s website must not only rank – it needs to establish itself as the go-to authority for AI-generated answers.

This is the competitive edge that not only boosts conversions but also positions a business as a leader in its industry.

What is AEO?

AEO ensures a company’s content is recognized by LLMs as the best possible answer to customers’ and potential customers’ questions.

Today, people often search with questions, not just keywords.

For example, online queries may read, “Who is the best contractor near Wausau?” or “How do I design a website that converts visitors into clients?”

Effective AEO strategies focus on crafting content that directly answers these questions with clarity and authority, positioning your business as the go-to resource.

AEO in action

Suppose a company’s website includes a “Frequently Asked Questions” section with concise, informative answers about its services.

When AI engines scan the web, this structured content stands out, increasing the odds that the business will be featured in AI-powered direct answers.

This boosts a company’s online visibility and positions it ahead of competitors with less intentional website language.

What is GEO?

GEO takes things to the next level.

It’s about positioning company content as a trusted provider for an AI’s knowledge base.

AI engines prioritize brands they trust, pulling from authoritative content to craft comprehensive, conversational responses.

When a company optimizes for GEO, its brand becomes the one cited and summarized by LLMs when potential customers rely on answers from an AI-generated search.

It’s a company’s pathway to standing out in the AI-driven digital landscape.

GEO in action

By properly crafting in-depth guides, thought leadership articles and insightful blog posts, businesses can demonstrate expertise and cultural competency on the internet.

Over time, as a company’s content gets referenced and its digital footprint expands, these efforts cement its brand as a trusted, go-to resource. 

Garnering that authority means AI searches are more likely to pull facts, perspectives and recommendations directly from that company’s website when answering users’ questions.

Building authority: The power of public relations in the age of AI

AEO and GEO are only as strong as the trust a company’s brand has earned.

That’s where strategic public relations (PR) comes into play.

AI engines value sources cited in respected media outlets and highly regarded industry blogs. 

Recognition by trusted sources signals authority beyond what website updates alone can achieve.

Building client credibility through earned media placements, expert commentary and features in trusted outlets requires a highly strategic approach.

Companies need to understand the current digital landscape or have skilled partners who know that combining superior website design with active reputation management creates a foundation LLMs can’t ignore.

The foundation: Strategic design, branding

A visually appealing website captures attention, but a strategically designed one holds it.

A company’s website design is the first impression it makes on a potential customer.

It should communicate a company’s brand personality, values and professionalism at first glance.

This goes beyond choosing attractive colors and fonts – it is about creating a cohesive brand experience that resonates with a company’s target audience.

Strategic design extends to clear, structured content that AI engines can easily interpret and promote.

Brand consistency is key

A company’s website should be a seamless extension of its brand identity.

The logo, color palette, typography and tone of voice used on the site should be consistent with other marketing materials, from a company’s social media profiles to its physical storefront or office.

Consistency builds brand recognition and fosters trust.

When customers see a unified brand presence, they perceive that business as stable and reliable.

Visual hierarchy, clear communication

Effective design guides the user’s eye to the most important elements on the page.

This is achieved through a strong visual hierarchy.

By using size, color, contrast and placement, companies can direct visitors to key information such as services, contact details or a call-to-action button.

Clean layouts, uncluttered pages and ample white space prevent users from feeling overwhelmed on a company’s site and make its content easier for both users and AI engines to digest.

A well-organized site communicates with clarity and purpose, ensuring a company’s message is recognized and promoted by generative search platforms.

Core functionality: The engine of a website

Though design creates the look and feel, functionality determines how a company’s website works for users and search engines alike.

A beautiful site is only valuable if it’s swift, stable and accessible to both people and AI.

To convert visitors, a company’s website must deliver a flawless experience powered by robust, reliable technology and an architecture designed for answer engines and generative search.

Mobile-first responsive design

Today, more users browse the internet on their mobile devices than on desktops.

A responsive design that adapts to every screen is essential for both customer satisfaction and AEO and GEO success.

AI-driven engines increasingly favor sites that provide excellent mobile experiences, rewarding them with higher placement in answers and summaries.

Fast loading speeds

Patience is not a virtue in the digital world.

Studies show that users and search engines penalize sluggish sites.

AI engines are programmed to ignore or demote slow-loading content.

Intuitive navigation

If users cannot find what they are looking for quickly, they will leave, as will AI engines scanning for concise, accessible information.

Intuitive navigation is the bedrock of a user-friendly and AI-friendly website.

By building information architectures that allow customers and AI bots to explore with confidence, companies make it easy for their sites to be chosen as a trusted reference in generative search results.

User-friendly features that convert

An effective website anticipates and meets user needs, serving people and algorithms with the right information in the right format at the right moment.

Integrating user-friendly features – such as clear question-and-answer sections, structured data and robust resource hubs – are intentional AEO and GEO strategies that also drive user conversion.

Compelling calls to action

Every page should have a purpose and a clear next step. 

Well-crafted CTAs (calls to action) not only guide human visitors but also help AI understand the most important elements on your site.

By strategically placing CTAs alongside direct, actionable content, companies increase their conversion rate, while signaling to AI which parts of your site are most essential.

High-quality content for humans, AI

Content remains the heart of a company’s website, but today it must serve both humans and machines.

For humans, this means creating engaging, well-structured and easy-to-read content that answers their questions and builds trust.

For AI, it means producing content that is clear, well organized and easily extracted, a hallmark of effective AEO.

Informative service pages, detailed blog articles and authoritative expert insights not only resonate with your audience but also reinforce GEO, positioning your site as the authority AI engines prefer to cite and share.

Simple, secure contact forms 

AI engines value sites that are easy and safe to interact with, and so do your customers.

Placing secure, straightforward contact options, highlighted with schema markup and clear instructions, shows both users and AI that you are credible and committed to privacy.

Partnering for digital excellence, visibility

Building a website that drives results requires more than just creative design – it demands technical expertise and a forward-thinking strategy.

The journey from a casual visitor to a loyal customer is paved with purposeful design, intuitive functionality and a seamless user experience.

Every element, from fast load times and mobile-friendly design to clear calls to action and secure forms, must work in harmony to build trust and drive sales.

This intentional approach can transform a company’s website from a static digital brochure into its most effective sales and marketing tool.

A company’s website can serve as a growth engine.

By integrating AEO and GEO strategies with thoughtful design, functionality and strategic PR, companies can build a better website and, in turn, a brand that will continue to thrive in the AI-driven future, turning clicks into clients and browsers into believers.