How to Make Your B2B Website Easy for AI Buying Agents to Evaluate
The 60-Second CMO, by Juli Anne Patty, Fractional CMO
In brief: More than 60% of B2B buyers use or plan to use AI agents in software buying, according to G2 data. To make their shortlist, make your company easy for those agents to evaluate. Publish your pricing, provide real documentation, and offer a trial without a demo call.
Key takeaways
The first "visitor" to evaluate your company may be a buyer's AI tool, not a person.
More than 60% of B2B buyers use or plan to use AI agents in software buying (G2).
SaaStr founder Jason Lemkin recommends three moves: public pricing, real documentation, and a trial with no demo call required.
If an AI tool can't find your pricing or proof, you may be cut from the shortlist before sales hears about the deal.
What is an AI buying agent?
If there’s an onerous task out there, you can be certain that someone (or lots of someones) is throwing AI at it. For software companies, and really anyone trying to use a website as a key tool in sales, the AI-ification of shopping is your new challenge. A new report from G2 revealed that more than 60% of B2B buyers are currently leveraging AI buying agents to evaluate their longlist of software options and recommend which ones should move to round two.
So what is an AI buying agent? An AI buying agent is an AI tool a buyer uses to research software vendors. It reads vendor websites, compares pricing and features, and returns a shortlist. Unlike a human prospect, it doesn't resonate with the pain points you worked so hard to communicate on your landing page. It won’t book a call or watch explainer videos. It works only with what it can find.
Humans will visit your website eventually, so please don’t go stripping your sites of all their personality. But a balance must be struck, and you can achieve that by including all the information your AI shoppers need to tick off their evaluation boxes.
Why might AI agents cut you from the shortlist?
AI agents treat missing information as a gap. If your pricing sits behind a "Contact us" form, the agent can't compare you. If your proof is locked in an email-gated whitepaper, the agent can't see it. Competitors that publish this information are easier to recommend, so they make the list and you don't.
You won't see this as a lost opportunity in your CRM because the deal will never show up.
How do you make your website easy for AI agents to evaluate?
Three simple tips can make your website, and your solutions, easy for AI agents to evaluate:
Publish your pricing. A starting price or clear tiers gives the agent something to compare. "Contact us for pricing" gives it nothing.
Provide real documentation. Product docs, integration details, and setup guides show what your product actually does. Marketing copy alone isn't proof.
Allow a trial without a demo call. A self-serve trial lets the buyer, or their AI tool, confirm the fit without waiting on sales.
Put this information on public web pages, in plain text. Pricing inside an image, a gated PDF, or a login wall is hard for an AI tool to read.
How can you check what AI tools say about your company?
Run this 60-second check. Open an AI assistant and ask two questions:
"What does [your product] cost?"
"How does [your product] compare to [your top competitor]?"
If the answers are vague, wrong, or missing, your website isn't giving buyers' agents what they need. Fix whichever of the three moves is easiest for your team, then run the check again in a month.
Frequently asked questions
Do I have to publish exact pricing? No. A starting price, price ranges, or clear tiers still give an AI agent something to compare. The goal is to avoid a blank.
Does this matter for enterprise software with custom pricing? Yes. Even when final pricing is negotiated, publishing a starting point and what drives the price helps an agent decide whether you fit the buyer's budget.
Will a self-serve trial hurt my sales team? A trial doesn't replace sales. It gets you onto the shortlist, so your sales team hears about more deals, not fewer.
Sources
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About the author: Juli Anne Patty is a fractional CMO with more than 20 years of experience in B2B SaaS, cybersecurity, and technology marketing. She writes The 60-Second CMO, a weekly tip for marketing leaders.