A recent study found that poor website structure was among the most common accessibility failures identified across websites; this can make content harder for both users and AI systems to understand. A clearly structured, accessible website doesn’t just make life easier for members; it may also put organisations in a stronger position as AI systems increasingly interpret and surface online content.
There’s another consideration emerging too: Machine Experience (MX). Put simply, this is about making websites work well not just for people and search engines, but also for the AI tools increasingly helping people find and use information.
At The MTM Agency, we work closely with membership organisations to improve their digital visibility, and we’re seeing first-hand how clear site structures, intuitive user journeys and well-organised content can help create the foundations for greater discoverability, both for people and for emerging AI-powered tools.
How website design affects AI understanding
AI is becoming another route into digital experiences. Instead of navigating a website themselves, someone might ask an AI tool like ChatGPT or CoPilot to compare membership benefits, explain a policy, find an event, or help them renew their membership.
When valuable information is buried deep within pages, duplicated across multiple sections, described inconsistently, or hidden away in PDFs, AI systems may have a harder time interpreting the content accurately and determining which information is most relevant. We’ve all been there ourselves, three clicks deep on a website, wondering where on earth the page we want has gone!
This is where developments such as WebMCP come in. In simple terms, WebMCP is a new way of building websites so that AI tools can understand them properly, rather than just skim-reading them. It is still at an early stage, so it is too soon to know exactly how widely it could be adopted, but it points to a future where websites may need to be designed not just for people to use, but for AI tools to understand and use too
In practice, this could mean AI tools understanding not only what’s on a webpage, but what actions a visitor can take, like joining, renewing a membership, booking an event or downloading a guide.
How can your member content become “machine-readable”?
Making member content more machine-readable is not simply a case of changing a few headings or adding some keywords, it requires a considered approach to how information is structured and presented across a website.
There are, however, some fundamentals that you should begin to consider, such as:
- Reviewing your navigation to ensure members can reach key information without unnecessary clicks.
- Using descriptive page titles and headings that make the purpose of each page clear.
- Using simple, consistent language that helps members and makes content easier for machines to interpret.
- Using consistent terminology so the same service, benefit or resource isn’t described in multiple ways.
- Regularly reviewing older content so outdated guidance doesn’t compete with your latest information.
- Making important information explicit rather than relying on people – or AI – to infer what you mean.
The future of membership visibility
AI is beginning to influence the way people find, compare and trust organisations, and that means membership bodies need to start thinking about how their websites and content may need to evolve, too.
This isn’t about racing to keep up with the latest tech, it’s about making sure the expertise and value you’ve built over years can actually be found, understood and trusted, while preparing your website for a future in which AI could play a greater role in how people discover you.
Leverage futureproof strategies to maintain the connection and thrive in a changing landscape. For more insights on membership strategy and innovation, explore The MTM Agency’s insights today. For more details, contact [email protected]
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