The AI-native website playbook: five features worth the spend
The AI-native website playbook.
Five AI features that earn their keep — and three we usually talk clients out of.
What actually moves conversion
After shipping AI features on dozens of marketing and commerce sites, we've converged on a shortlist. Per-visitor personalisation of hero and CTA, grounded on referring source and enrichment. On-site AI assistants that actually know your pricing, bookings and stock — not generic chatbots. Programmatic generative pages for long-tail intent, reviewed by a human editor before publish. Conversational site search that answers, cites and deep-links. And on-site lifecycle personalisation that remembers returning visitors. These five account for the vast majority of AI-driven conversion lift we see.
What we usually skip
We routinely talk clients out of three things. Flashy AI hero animations that don't change copy — theatre without outcomes. Auto-generated content with no human review — a SEO liability. And generic chatbots bolted onto the site — they annoy more buyers than they help. The pattern is the same: if the AI doesn't change the answer the buyer gets or the action they can take, skip it.
AI Website FAQs
Can't find what you're looking for? Email hello@markage.in and we'll reply within 24 hours.
Edge-cached personalisation is almost free. Conversational search and assistants usually run at 1–5% of the traffic value they generate, measured in attributed revenue.
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