AI agents are starting to visit websites and buy things on their own, so your sales pages have to work for them. List the exact product specs, spell out every feature, and put the real price right on the page. Then show that you’re the expert in one thing, because the agent is grading your authority too.
What does “AI agents are your new customers” mean?
We’ve been talking on the show about how important it is to get your website discoverable by AI. There’s traditional SEO, and now there’s GEO or whichever acronym you follow.
Discovery is only the first part now. Agents will be going to your site and making transactions autonomously, so your site has to be ready to do it.
I know it feels like Jetsons futuristic bots-are-buying stuff. This is right now. Just the concept makes my head hurt a little bit, and it’s changing how I’m going to build some of my landing pages.
What is an AI agent looking for on my sales page?
The first thing it wants is product specs. Say you sell coffee mugs, and your page says they’re comfortable, ergonomic mugs you’ll enjoy your piping hot coffee from. That gives an agent very little to work with.
The agent is looking for a set of four three-and-a-half-inch white porcelain coffee mugs. When it goes out to buy something, it needs to know that it’s buying the right thing. Of course a robot would need to know exactly what it’s buying.
Do I have to list features now? I thought people buy benefits.
People do buy benefits and outcomes. If I describe a program by telling you it runs eight weeks, with 90-minute masterminds, one-on-one coaching and a program guide, nobody buys that way. Nobody gets talked into a program because the masterminds are 90 minutes instead of 60.
Agents care about all of that, though. They need a knowledge source with facts they can parse. You’re going to get this, and this, and this.
Beyond the shape, size and material, they need to know the elements of the product they’re buying. They need to know the features, not just the benefits. You have to be overt and literal about the items you’re selling.
Should I put my price on my website?
If you’re selling something online, you’ve got to list the price. A lot of pages say “click here for a discovery call,” or they show the price only after someone hands over an email address. That won’t fly with an AI agent.
The agent is sourcing the product from probably 10 or 15 other websites, all at the same time. Whichever website delivers exactly what it’s looking for, at the most favorable price, is the one that gets the sale.
It can’t compare you if your price sits one step behind a wall.
Does my brand still matter if a robot is doing the buying?
Yes, and I love this part. Along with the features and specs, AI is also looking for brand authority, storytelling and authenticity.
Picture a coffee retailer whose website also sells bicycles, tennis rackets and mulch. The agent looks at that and decides it would rather buy coffee from the person who only does coffee. It wants the one with a blog about how passionate they are about coffee.
It’s going to read all of your pages and come up with a score of authenticity and knowledge. The agent wants exactly what the user asked for, at the best price, from a site with authority signals in your vertical.
What should I do this week?
Here’s the homework. Pick one sales page for something a person could buy online, and check whether it has an area that lists the product specs. If it doesn’t, add one.
Next, write out the literal list of what the buyer gets, feature by feature, on that same page.
Last, put the actual price on the page where an agent can read it without giving you an email address first.
This came from Businessing with Pat Miller. Watch the full June 3, 2026 episode.
More on this topic: AI answers from the Small Business Owners Community