- Feb 4
- 10 min read
Updated: Mar 3
The digital landscape is shifting beneath our feet. Again. We’ve moved from a world of blue links to the era of "answer engines," and now, we’re crossing the most transformative frontier: the agentic web.
In 2026, AI agents aren’t just "answering" questions or summarizing text; they’re doing stuff. They’re browsing, booking, and buying on behalf of users. For the savvy marketer, this isn’t a threat to be feared but a massive industry shift to be mastered. It fundamentally changes the marketing funnel by introducing an AI decision gatekeeper, a digital "concierge" that manages the "messy middle" of the consumer journey.
If you want your brand to survive this transition, you must move beyond traditional content discovery and build for agentic compatibility. Here’s your seven-step roadmap to optimizing for the new "users" of the web.
7 ways to optimize for the agentic web
If you take nothing else from this article, take this: to be agent-ready is to be prepared for agents to take action with your website, your data, and/or your content. Agents are users too. And their user expectation is to be able to complete the tasks they’ve been given. That classic brochure site will need an update. The neglected product feed will need pruning and improving. And the tools you use will need to be agent-ready, too.
Agent readiness might seem like a highly technical activity, but in actuality, you’ll need to break down silos to get a website agent-ready. Marketers of all disciplines can take steps to make their websites better placed for AI agent users.
01. Add conversion points to your website
In an agentic ecosystem, a website that only looks good is a dead end. To be agent-ready, your website should become a means for an agent to complete its goal. Whether the site is accessed via an agentic browser or during an agent’s general tasks, agentic users seek actionable touchpoints and instructions for how to use your tools and services. These tasks can be undertaken by content marketing teams, CROs, and GEO and SEO specialists.
Use clear CTAs on buttons
Use buttons with correct HTML tags and clear call-to-action (CTA) language. This will help agents complete tasks quickly on your site and navigate your user funnel effectively.
Add conversion points and forms
Give agents the tools to book appointments, buy products, and make inquiries on your website. Move beyond copy. Add integrated forms, booking tools, stores, and other conversion points for agents to take action. Review your web pages to ensure that you have forms on ALL relevant pages, not just the contact page. For service businesses, consider converting pages that simply share a contact email address to pages that allow users to submit inquiries.
Remember that the agent is a user with the intent to complete tasks for a human. If your static website only provides information, then the agent will find another site where it can book, register, or otherwise satisfy a request.
Update your knowledge base
Update your terms and conditions, documentation, and support pages to explicitly map out how your business processes work so agents can follow them. Make sure that elements like returns policies or special discounts for dedicated user groups are clearly illustrated. Take the time to bulk out your FAQs to drill down into niche questions that users are likely to ask.
Prioritize accessibility
Agentic browsers like ChatGPT Atlas use ARIA tags (the same ones for screen readers) to navigate and interpret your page. So, following web accessibility guidelines, like WAI-ARIA best practices, also improves agentic performance.
Prioritize accessibility best practices like adding clear roles and labels to forms, buttons, and menus. Include a search bar to help agents (and humans) to find what they need quickly.
Wix, Wix Studio, and Wix Harmony users can use Wix Accessibility Wizard to streamline their accessibility improvements and improve outcomes.
Ready to start making your website more transactable for AI agents?
Try this prompt: |
You are a professional search marketer working to improve the online visibility of your brand. Review this web page for AI agent readiness. Give me 5 recommendations for how to make this page more transactable for AI agents and those using agentic browsers. |
02. Choose your partners wisely
Review your tech stack for agentic readiness. The agentic web has been expanding rapidly with Google, Microsoft, ChatGPT, and Perplexity rolling out agentic shopping solutions in quick succession.
Your brand’s agentic future depends on the company you keep. Though agents themselves are sophisticated, each agent consists of a network of other web systems and tech, like APIs, automations, and data feeds. It’s admittedly overwhelming, but if your partners are gearing up for the agentic web, you'll reap the benefits.
For example, Wix is the first website builder to be an official signatory of the Agentic Commerce Protocol (ACP) - joining partners like Stripe and OpenAI. This critical role means Wix is actively helping shape the protocol's development, ensuring that millions of Wix merchants are fully compliant and can seamlessly tap into the agentic web.
How to assess your current tech stack for agentic conformance
Look at your partners that drive your business—like your CMS, payment providers, CRM, and product feed management—to see which agentic protocols they've adopted and what’s on their roadmap for their overall systems. Tech providers who are moving toward our agentic future will have security features, APIs, protocol compliance, and clear documentation to show how agents can make use of their customer assets. For instance, Stripe has partnerships with Wix, OpenAI, and others to deliver agentic payments.
Now, drill down into the tools that you use every day. Agent-first martech providers are building native integrations to make the agentic shift easier for users.
Exhibit A: Wix’s partnership with PayPal’s Agentic Commerce Services makes Wix users eligible for agentic shopping on Perplexity. To make adoption easier for users, Wix has added a portal for eligible merchants to connect via Sales Channels in the dashboard of their Wix or Wix Studio websites.
Finally, prioritize partners with a clear roadmap for AI integration. This space is moving fast. Look for tech partners who consistently adopt agentic protocols and are actively building agentic solutions of their own. Those companies are most likely to deliver quality solutions in the future. If you notice adoption gaps with an existing partner, ask them how they expect to see their agentic implementation roll out in the next few months.
For a quick sense check on your agentic stack, use a RAG LLM like Perplexity, and adapt the prompt here.
Try this prompt to assess the agentic readiness of your tech stack: |
Rate the readiness of this tech website stack for the agentic web, where 10 is the most ready. The website is [domain] and it uses [Website CMS, Shopping feed, payments, APIs, Automation tools] |
03. Optimize your feeds & APIs
Agents value data that’s well structured and offers real-time accuracy. If you look at the documentation for Google’s Universal Commerce Protocol, you’ll see that the Google merchant center feed and APIs are at the heart of it. Neither of those technologies are new. But the agentic moment means that there is even more value in optimizing your feeds and APIs for human and machine users.
Shopping feeds
When reviewing your feeds and products, consider whether your product data is complete, accurate, appropriate, and up-to-date.
Is your feed compliant with the agentic shopping channel you want to use? Different AI assistants have different requirements, so double-check the feed requirements for OpenAI and Google Merchant Center’s agentic shopping feeds. You may wish to create a supplemental feed for each channel.
API compatibility
Audit your APIs to ensure they are protocol-compatible. When agents can access APIs they can complete tasks quickly and at scale. But if an agent can’t "talk" to your website or inventory, it won't recommend your product or services.
Look at the APIs that you use to run your business, then assess them to see if AI agents can find, understand, and safely use them without confusion.
API goal | Ideal API feature | Why it helps agents |
Findability | Lists your API spec in your documentation, or at a clear URL like /openapi.json; has an an llms.txt file pointing to it. | Agents discover which APIs you offer without hunting docs. |
Clear instructions | Defines inputs/outputs with examples (success, errors); uses consistent error messages. | Agents know exactly how to call and handle responses. |
Smart endpoints | Has actions like "create checkout" instead of tiny steps; allows safe retries. | Agents finish tasks in a few calls, not dozens. |
Safety | Uses limited permissions, bot-friendly rate limits, and preview steps for big actions. | Stops mistakes from repeated or bold agent tries. |
Protocol match | Check protocol conformance for shopping (ACP) or tools (MCP). | Improves eligibility to connect directly to agent marketplaces like Google or OpenAI. |
If you’re not sure which APIs you use, speak with your developer or use Chrome Dev Tools to filter frontend APIs via Network>Fetch/XHR, then click Headers.
Wix users can find their website APIs at dev.wix.com. You can work with Wix APIs using the JavaScript SDK or the REST APIs. Both the SDK and the REST APIs provide access to the same core Wix business solutions and data. Agents can use this information, along with Wix MCP, to complete tasks.
04. Create and optimize related markdown content
Studies show that markdown can increase LLM accuracy and reduce processing costs, making markdown one of the most effective methods for communicating with LLMs and AI agents.
Raw HTML is heavy, cluttered, and prone to "context rot" when processed by LLMs. During vectorization, LLMs strip out HTML to assess the context of the words on a webpage. But with markdown and AI-friendly JSON files like /.well-known/agent-card.json, LLM web scrapers have minimal clutter to access the information they need efficiently.
For website owners, this means that it’s worth considering serving agent-first information in markdown format.
A good example of this in practice is LLM.txt, which can be used to give context to agents. According to Google’s Agent Developer Kit, LLMs.txt can act as a “machine-readable index of the documentation optimized for Large Language Models (LLMs). This allows you to easily use the ADK documentation as context in your AI-powered development environment.” A well-documented use case for LLMs.txt, these markdown files are lightweight and have been shown to improve agent performance.
05. Configure MCP servers and related tools
Agents rely on interoperability, or the ability to use multiple digital systems at once, so many agents use MCP servers to access and be accessible to multiple data sources and tools.
The model context protocol (MCP) is often described as a digital USB because of its high interoperability, which is precisely why it’s valuable for website agent readiness. If you're serious about the agentic web, MCP can form the bedrock of your entire agentic stack. There are three major advantages to configuring MCP for your website:
Grounding for agents: Agent-optimized content, live data, and resources can be accessed via MCP servers, providing grounding for agents and improving performance and reducing hallucinations.
Automation & data bridge: MCP allows LLM clients (like Claude or ChatGPT) to securely interact with your local data sources and remote services like web apps.
Used widely: While some agentic protocols have proprietary bias, preferring specific technology, MCP has been adopted by all major AI platforms.
To build an MCP server from scratch, you'll need to install the Model Context Protocol SDK to your server environment. Then, you can define your resources in a Python file as well as “tools” like “book an appointment” or “check a price.” When the server is active, it will create a local address, similar to an IP address, which will allow other systems to identify it. And when you tell AI agents and tools where to find your MCP, they can read and use any “tools” you have configured.
Wix users can make use of the Wix MCP servers in a few ways. You can configure MCP via standard methods as outlined above. Or, you can use the built-in Wix Site MCP server. Anyone can connect their compatible AI agent to the MCP server of any Wix site.
Configuring MCP helps you to be more compliant with agentic protocols and to manage how agents access your content and information.
06. Adopt protocols directly
Smaller businesses can adopt protocols directly, but this is predominantly an undertaking for enterprise-level businesses. For instance, Accenture, Visa, and Deloitte have been extremely active in adopting protocols that allow them to implement agentic activity at scale.
To adopt an agentic protocol, visit the protocol webpage and implement the criteria defined in their documentation. Repositories, examples of implementation, and full documentation can often be found on GitHub. Many of these protocols will also have active user groups to troubleshoot challenges.
Once you’ve confirmed that you can deliver protocol compliance, you can apply for relevant programs. So, if you’re ACP-compliant, then you’ll also be on the path to eligibility for Instant Checkout in ChatGPT. This can open up new avenues for agentic channels and make adoption of future technologies easier.
07. Build your own agents
Building agents can give you strategic insight on the agentic web by giving you firsthand experience into how they function. Alisa Scharf, VP of SEO & AI at AI search agency Seer Interactive, explains that “marketers who have been adopting & testing agents are going to be so much farther ahead…because we already know some core principles of how agents work." Start by leveraging the agent-creation features within your existing tools, then you can ramp up by actively developing bespoke agents. In either case, you’ll come to understand some of the technical dependencies of these systems. But if you build from scratch, you'll have more granular control.
How to build native agents in your existing tools
SaaS providers like Salesforce and Monday.com have created portals for users to create agents within their ecosystems. While there’s obvious potential here for productivity improvements, the low technical barrier for entry makes these spaces a fantastic resource for getting hands-on experience with agentic systems.
For instance, Wix users can create custom agents in the backend of a Wix, Wix Studio, or Wix Harmony website. Configuring this tool gives you the ability to understand how agents respond to prompts, leverage multiple tools, and work across systems to achieve their goals. The monitoring module visualizes each step of the process to illustrate how validation works at each phase. By running tests, you’ll better understand how to fine-tune your agent and improve performance.
How to build AI agents from scratch
If you want to learn to build agents from scratch, consider a free online course, like one from Microsoft, Google, and Langchain.
For a faster start, look into specialized agent builders like ElevenLabs, or utilize powerful Agent Developer Kits (ADKs) from companies like Google. Agents you develop can be used in your own systems or even marketed online to create new customer engagement channels.
Taking this final, decisive step ensures you're not just reacting to the agentic future, but actively shaping it.
Compatibility is queen
The agentic future isn’t a far-off vision; it is a strategic reality. In this new landscape, compatibility is the ultimate competitive advantage. If your website isn't "do-thingsy," if your APIs are closed, and if your data isn't structured for LLMs, you aren't just losing rank—you risk losing visibility and competitive footing.
Sign up for Wix Studio today to ensure your site is prepared for the agentic web.
