AI & Web Design 2025: Why Your Website Needs to Think Like an Assistant
AI hasn’t just changed how people search — it’s changing how websites need to be built. Over the past year, tools like ChatGPT, Google’s AI Overviews and Meta AI have started answering questions directly, summarising content and recommending local businesses based on how well a website is structured and how clearly it communicates its purpose.
For small businesses across Solihull, Birmingham and the wider West Midlands, this shift is important. Traditional SEO is still relevant, but websites now need to be designed with AI search behaviour firmly in mind. At Expressive Design, we’re seeing this first-hand: the businesses investing in clearer content, structured pages and human-led messaging are the ones appearing more often in AI-powered results.
So, what does this new landscape mean for your website?
AI Search Isn’t Just Reading — It’s Understanding
Unlike a traditional search engine, AI models don’t just scan your page for keywords. They interpret your content the way a human would.
They want to know:
- Who you are
- What you do
- Who you help
- Where you operate
- Why someone should choose you
If your website isn’t clear about those basics, AI has nothing reliable to work with. That’s why structured content — service pages, area pages, testimonials, portfolio examples and clear “about” information — has become essential. If an AI assistant is deciding which web designer in Solihull to recommend, it needs confidence in the business it puts forward.
Clarity wins. Consistency wins. And structured information wins every time. Websites Need to Be Assistant-Friendly, Not Just Google-Friendly, we’re not writing for algorithms anymore — we’re writing for assistants.
Your website should now answer the questions a real person might ask a tool like ChatGPT:
- “What does this business actually do?”
- “Are they local?”
- “Do they have experience in my industry?”
- “Can I trust them?”
- “What makes them different?”
When a site is thin, vague or overly generic, AI simply doesn’t have the material it needs to form a strong recommendation. But when your site clearly explains your services, locations, experience and credibility, AI is far more likely to surface it.
This is one of the reasons we implement AI-discovery files (like llms.txt) for our clients — they make your business easier for assistants to understand and summarise.
- User Experience Matters More Than Ever
- AI systems increasingly measure:
- how readable your content is
- whether your site loads fast
- how well pages are structured
- whether your site feels trustworthy and well maintained
These signals tell AI models whether they should recommend you to real people.
In 2025, good web design is no longer just about visuals — it’s about building a site that performs well in a world where assistants and users expect fast, clear, reliable information.
A well-designed site:
- loads quickly on any device
- uses clean, structured layouts
- keeps messaging simple and human
- integrates strong calls to action
- includes real evidence of your work
The easier your website is to understand, the more confidently an AI system can talk about you.
Local Businesses Have a Big Opportunity
The shift to AI search actually benefits smaller, local businesses — because assistants prefer high-quality, specific, trustworthy information. That means a well-built site for a Solihull electrician, an independent builder, a Wolverhampton steel supplier or a Birmingham café can genuinely compete with national brands.
If your business presents itself clearly and consistently, you give AI every reason to recommend you.
AI & Web Design 2025: Why Your Website Needs to Think Like an Assistant – The Future of Web Design Is Already Here
AI isn’t replacing websites — it’s reshaping them. Websites now need to be:
- clearer
- more structured
- more human
- more trustworthy
and easier for assistants to interpret
We build sites that are ready for this new landscape — blending strong visuals, fast performance, SEO structure and AI-friendly content that assistants can confidently use to recommend your business.
