How to Improve Your Website with AI

Using AI to create content is just the tip of the iceberg when it comes to improving your website with AI. From website personalization to predictive analytics, AI is crucial when it comes to improving your website. Whether you’re a B2B marketer, a sales leader, or part of a web development team, there are practical ways to apply AI to improve your website’s performance, engagement, and conversion rate. Keep reading to learn more about the best ways to improve your website with AI.

Helping to Write Content

AI writing tools are changing how businesses approach content. Instead of writing everything from scratch, teams can now use AI platforms like Jasper or ChatGPT to create drafts, edit more efficiently, and maintain brand consistency. These tools support everything from landing pages and case studies to blog posts and email campaigns. The real benefit here isn’t just speed, it’s scalability. As a result, this can help your team can produce more content without sacrificing tone or quality.

Refreshing Old Content

Over time, even your best-performing content becomes outdated. Statistics change, competitor strategies evolve, and Google adjusts its ranking algorithm. AI tools like MarketMuse can help you identify pages that need attention. These platforms analyze your existing content and compare it against current top-ranking pages. They recommend updates, keyword opportunities, and structural improvements to help you maintain or regain visibility. To learn more about this strategy, check out our guide on How to Update Old and Underperforming Content.

Optimize Pages for Search, Not Just Keywords

SEO is so much more than just using the right keywords. it’s about aligning with user intent and offering comprehensive answers. AI-powered SEO tools like Surfer SEO and Semrush can help you do just that. These platforms look at what’s ranking now and show you how your content stacks up. They might suggest changing your headline, adjusting word count, or incorporating related terms based on NLP (natural language processing) analysis.

Website Personalization

AI makes it possible to tailor your website to different users in real time. Tools like Visitor Queue’s Website Personalization can use firmographic data to help you customize your landing pages based on certain profiles. For example, if an IT company visits your website, you can showcase relevant case studies, use cases, and stats from other companies in the same industry. This level of personalization improves engagement, lowers bounce rates, and makes the user experience feel more relevant and intentional.

AI-Powered Chatbots

Chatbots are an important part of any website, whether it’s for customer service or lead generation. But, we all know that it’s hard to manually manage traditional chatbots 24/7/365. AI-powered chatbots can fill this gap, qualifying leads, routing conversations, booking meetings, or collecting data. For example, if a visitor starts asking about pricing, your chatbot can offer a tailored pricing guide or loop in a sales rep. This can help reduce manual efforts, while improving outcomes.

Predict User Behavior

AI-powered analytics tools don’t just show you what happened, they help you understand why it happened and what will likely happen next. Platforms like Hotjar and Crazy Egg use heatmaps and session recordings to show where users click, scroll, or drop off. This helps identify friction points, confusing layouts, or underperforming CTAs. AI adds another layer by highlighting patterns, anomalies, and predictive behavior. You can then adjust page layouts, offers, or content based on actual usage, and not just assumptions.

A/B Testing Conversions

A/B testing used to be a manual, time-consuming process. AI now makes it faster and smarter. With the help of machine learning, tools like Google Optimize can identify what will perform the best without a ton of manual testing. AI can also dynamically adapt content in real-time based on what’s most likely to convert, without waiting weeks for statistical significance. This reduces guesswork and improves ROI from website experiments. Small changes, like CTA color, headline wording, or page order can make a measurable impact. AI helps you prioritize the tests that matter most.

Identify Technical SEO Issues

AI-driven crawlers like Screaming Frog can scan your site for technical issues, such as broken links, duplicate content, or slow-loading pages. What sets AI apart is prioritization. These tools don’t just show you hundreds of problems—they rank them by severity and likely impact. This helps your team stay focused on what will actually move the needle. Maintaining a technically sound website improves both user experience and search visibility. In summary, AI makes that maintenance smarter and more actionable.

Improve Loading Speed

Slow-loading pages hurt your SEO and your user experience. AI-powered performance tools like Cloudflare use intelligent caching, image compression, and code optimization to improve speed without hurting design. These tools detect the visitor’s location, device, and browser, then serve the most efficient version of your website. According to Google, as page load time increases from one to five seconds, the probability of bounce increases by 90%. As you can see, speed matters. And, AI helps you get it right.

Accessibility

Accessible websites can help users with disabilities, impairments, and limitations to experience your site like any other user. AI tools like accessiBe automatically scan for accessibility issues and make real-time adjustments. This includes things like color contrast, keyboard navigation, screen reader support, and more. Not only does this expand your potential audience, it also signals to search engines that your site prioritizes usability. Additionally, accessiBe specifically is WCAG 2.1 AA-based remediation for ADA compliance which is helpful for companies that work with government agencies.

Content Recommendations

AI recommendation engines can track visitor behavior and suggest relevant articles, videos, or services in real time. If someone reads a blog about marketing best practices, they might be shown a related case study or product demo next. This helps keep users engaged and drives them further into your funnel. It’s the same principle used by companies like Amazon or Netflix, offering what’s likely to resonate, based on individual behavior.

Analytics

Finally, one of the most important ways that you can use AI to improve your website is through analytics. AI is also helping marketers interpret data faster. Custom reports in Google Analytics are a great place to start, helping you see what to do next, what pages to optimize, and trends in your content. This helps turn numbers into action, especially for non-technical teams who need insights without a learning curve.

What’s Next?

Improving your website with AI doesn’t mean overhauling everything at once. It means identifying the areas where intelligence, automation, and data can remove guesswork and deliver better outcomes. Start by picking one or two areas to test, like upgrading your chatbot or optimizing outdated content, and measure the impact. Over time, these small improvements can lead to major gains in engagement, lead generation, and user satisfaction. As always, if you have any questions about Visitor Queue’s AI-Powered Website Personalization, do not hesitate to reach out.