Watch again: Is your website ready for AI?

Re-play the webinar today

If you don’t have time to watch the full webinar we have outlined the key topics, points and takeaways for you.

On Thursday 30th October 2025 our Studio Director, Ben Fitter-Harding, presented a Chamber of Commerce Webinar discussing how to prepare your website for the AI age and demonstrating the Dodgems and Floss Neural Web Optimisation tool.

Watch below to learn about what AI bots are looking for when they access your website and the practical steps that you can take right now to get ahead.

What we covered

• Why AI readiness matters
• The discovery challenge
• What Is Neural Web Optimisation (NWO)
• The four pillars of AI readiness
   Speed
   Content
   Schema
   API-driven architecture
• What the NWO Testing Shows
• Practical actions to take now
• Test, Track, Improve
• Urgency and opportunity
• How Dodgems & Floss can help
• Next steps

Why AI readiness matters

AI is now a primary interface for discovery. Increasingly, customers will ask agents to research, compare and even purchase on their behalf. In that world, websites must be designed not only for people, but also for machines.

“The AI is another customer now.” — Ben Fitter‑Harding

AI prioritises information with clear provenance, fast access, consistent labelling, and machine‑friendly structure. If a site is slow or ambiguous, AI will source the answer elsewhere.

“If it can’t get the information off my website quickly, it’s going to get it off someone else’s.” — Ben Fitter‑Harding

The discovery challenge

Search is changing. A recent figure cited in the webinar noted that around half of Google searches in the US now end without a click. Answers are surfaced directly, meaning less traffic reaches individual sites. The goal is to become the source that AI tools quote.

What is Neural Web Optimisation (NWO)?

NWO is an approach and testing tool developed by Dodgems and Floss to assess how well a website can be consumed by AI. It analyses readiness across four pillars and provides practical flags to improve performance over time.

The four pillars of AI readiness

1) Speed

AI “hates tardiness.” Beyond user experience, speed is now a gating factor for AI systems selecting sources. Target 95%+ on PageSpeed where possible by compressing images/video, removing bloat, streamlining plugins, and choosing fast, reliable hosting.

“AI absolutely hates tardiness.” — Ben Fitter‑Harding

2) Content

Content must answer real questions directly and be attributed to credible authors. Use FAQs shaped like the questions people ask AI tools. Publish articles with a clear point of view, add author bios and LinkedIn links, and timestamp content so AI can judge freshness.

“This is your chance to put words into AI’s mouth.” — Ben Fitter‑Harding

3) Schema

Schema.org markup tells machines exactly what each piece of content is (e.g., Article, FAQ, Product, Service, Review). Implementation is often all‑or‑nothing: sites with schema tend to do well; those without score zero. Adding schema to existing pages is a high‑leverage move.

4) API‑driven architecture

Separating content (back‑end) from presentation (front‑end) enables direct, fast access to data via APIs - the ‘gold standard’ for machine consumption. If a current site isn’t API‑driven, plan it into the next major rebuild rather than retrofitting at high cost.

What the NWO testing shows

With 200+ sites tested so far, the current baseline reveals clear opportunities:

• Average overall readiness score: 42.7% — plenty of room to improve.
• 1 in 5 sites fail basic speed tests.
• Content averages ~38% - not necessarily ‘bad’ content, but not machine‑oriented.
• About 1 in 3 sites aren’t API‑driven.
• Schema is frequently missing or only partially implemented.

Practical actions to take now

• Tackle speed first: compress assets, trim scripts/plugins, and review hosting.
• Restructure content for questions: add FAQs that mirror how people ask AI tools.
• Add author attribution and LinkedIn links; include dates to signal recency.
• Implement schema across key templates: Article, FAQ, Product/Service, Organisation, Reviews.
• Plan API‑driven architecture for the next major website iteration.

Test, track, improve

The webinar included live tests demonstrating how NWO grades the four pillars and surfaces quick wins. Teams are encouraged to run their site through the tool, make changes, and periodically retest to track improvement.

Urgency and opportunity

AI agents are rapidly entering everyday workflows - researching, deciding and transacting. With significant global investment flowing into AI, the direction of travel is set. Preparing now ensures a site remains discoverable and quotable as AI‑mediated journeys become the norm.

“Within 12 months, the way we think about websites is going to be quite different.” — Ben Fitter‑Harding

How Dodgems and Floss can help

Dodgems and Floss supports organisations to become AI‑ready - from quick schema and speed wins to full website rebuilds designed for both humans and machines. Where possible, the team empowers in‑house teams to implement content changes efficiently. Technical items (like schema) often start from a few hours’ work.

Next steps

• Run your site through the NWO tool to get your current score.
• Address the quickest wins (speed, FAQs, schema on key pages).
• Plan API‑driven architecture for your next rebuild.
• Speak to the Dodgems and Floss team for guidance or a roadmap.

For your next website design and build, contact Dodgems and Floss and embark on your first AI ready website created for both humans and machines.