Design Your Landing Pages for Humans and AI

Most pages were built for one reader.

They now have two.

AI cites sections. Humans convert on headlines.

AI doesn't care about above-the-fold. It pulls the best fragment from anywhere.

Humans don't read like that. They scan.

Headlines and CTAs still do most of the work.

If you optimize for one and ignore the other, you're underbuilding.

The Structural Shift

LLMs retrieve fragments.

That means each section of your page should stand alone. Not just visually. Semantically.

If an AI extracts one block and shows it without the rest of the page, it should still make sense.

Subhead. Clear answer. Self-contained logic.

But Humans Still Scan

Humans don't read top-to-bottom.

They:

Above-the-fold still matters. Clarity still matters. Specificity still converts.

Design for extraction and scanning. Not one or the other.

Intent Still Wins

AI retrieval doesn't replace intent.

If you know where someone came from — keyword, referrer, campaign, repeat visit, company-level signal — match it.

Contextual relevance reliably increases conversion rates.

The difference now is that relevance has two surfaces:

Ignore either and you're incomplete.

For the broader system behind intent → page matching, see: A System for Turning Paid Intent Into Conversion