Can AI Review and Improve My Website?

Published: Jul 6, 2026 12 min read Updated: Jul 6, 2026

You ask. We answer. Navigate daily business challenges, news events and industry disruption with unique insight that only Senior Market Sales^® (SMS) can deliver.

If your agency website isn’t generating the leads you expect, artificial intelligence (AI) can help you identify opportunities for improvement. In this SMS Ask an Expert, Chad Carstensen, SMS’ Digital Team Leader, explains how agencies can use AI to improve their websites, prioritize search engine optimization (SEO) tasks and create realistic implementation plans that fit their team’s capacity.

Step 1: Review Your Website with AI

Q. Can AI really review and improve my website?

A. Is AI actually any good at reviewing your website? Yes. And for insurance agencies, it’s one of the most practical ways to start using AI right now.

Now, that doesn’t mean AI replaces a full marketing team. If you’ve got SEO specialists, copywriters, designers and developers working on your website, that’s going to be more advanced. But that’s not the reality for most agencies.

Most agencies have a website, they know it should be generating leads, they know SEO matters, but they don’t always know what’s wrong with the site, what to fix first or how to turn a long list of recommendations into actual work. That’s where AI can be extremely helpful. It can review the site, identify problems, prioritize fixes and help turn those fixes into a plan your team can realistically execute.

Q. Why is AI especially valuable for smaller insurance agencies?

A. Let’s talk about the typical insurance agency. In a lot of agencies, you’ve got the owner(s), maybe two or three agents, an office manager and some support staff. What you usually don’t have is a dedicated marketing department. So marketing gets added on top of everyone else’s job.

The owner is running the business. The agents are selling and serving clients. The office manager and support staff already have full workloads, but somebody still has to think about the website, SEO, content, Google, calls to action and lead generation. That’s the gap AI can help fill.

Q. What’s one of the biggest mistakes insurance agents and advisors make when using AI?

A. One mistake I see people make is treating AI like it’s just a chatbot. They type in a quick question, get a quick answer and stop there.

A better way to think about AI is as a digital employee. It can help with marketing, operations, service, documentation, communication and even decision support. But like any employee, it needs clear direction, context, priorities and someone reviewing the work.

Q. What’s the best process for using AI to improve an agency website?

A. Let’s use AI as a digital marketing assistant. Specifically, let’s use it to review an agency website and build a practical SEO action plan.

The process has three steps:

Ask AI to review the website.
Ask AI to prioritize the SEO fixes.
Ask AI to turn those fixes into a manageable implementation plan.

Q. How should I ask AI to review my website?

A. Step one is the website review. The problem is simple: agents know they need a good website, but they may not know how to evaluate it from an SEO or conversion standpoint.

So instead of asking AI something vague like, "How do I improve my website?" Give it a role, a target audience and a specific job.

For example, you might say:

Act as a conversion-focused marketing consultant specializing in Medicare and retirement planning. Review my website homepage and identify areas that reduce trust, confusing language, weak calls to action, missed SEO opportunities and ways to improve lead generation for adults ages 60 to 75.

Be sure to include your website domain.

Important: When asking AI to review a website for SEO, make sure the tool has live web access enabled. This may be called Web Search, Browsing, or Live Search, depending on the AI platform you're using. Without web access, the AI may produce inaccurate or guessed recommendations instead of reviewing your actual website.

That prompt gives AI a clear lens.

It's not just looking at the site generically. It's evaluating your website based on who your agency serves, what outcomes your website should create and which issues matter most.

From there, AI can begin identifying opportunities for improvement. It might point out that your homepage title isn't optimized, flag missing local SEO language, identify weak calls to action, confusing copy, thin content or pages that don't clearly explain who your agency helps and where you operate.

That's a useful first step. If you'd like to follow along with the prompts from this example, you can download SMS’ free AI website review kit.

Step 2: Prioritize Your SEO Improvements

Q. What should I do if AI gives me too many recommendations?

A. That's a common challenge. AI may give you a list of 20 or 25 things to fix, and for most agencies that's where the work starts to feel overwhelming.

A long list of recommendations isn't the same thing as a plan.

So, step two is to ask AI to prioritize the fixes. This is where you should provide additional operational context.

For example, you might say:

Let's focus on the SEO problems. We use WordPress for our website, and it's maintained by our office manager, who isn't a website designer or developer. Can you prioritize the SEO problems so we can address the most important issues first and provide click-by-click instructions on how to fix them?

That context changes the answer.

Instead of producing a technical audit written for a developer, AI can create a prioritized list that someone inside your agency can realistically understand and implement.

Rather than simply saying, "Optimize your metadata," AI can recommend which page title to update first, explain why it matters and suggest what to change. Instead of saying, "Improve local SEO," it can recommend specific geographic language and explain where it should appear. Rather than handing you one giant technical checklist, AI can separate high-impact improvements from lower-priority tasks.

AI isn't just identifying what's wrong — it’s helping you decide what to do first.

Step 3: Create a Realistic Implementation Plan

Q. How can AI help me create a realistic implementation plan?

A. Even a prioritized list can overwhelm your team. Imagine handing those recommendations to your office manager. They may already be juggling phone calls, meetings, client service and daily operations. Website improvements become just one more responsibility.

That's where step three comes in.

Ask AI to turn the recommendations into a realistic implementation plan.

For example:

I don't want to overwhelm my office manager. Can you help me create a checklist and timeline to manage these tasks? Assume my office manager can spend up to one hour per day working on this.

Now AI has a meaningful constraint. Instead of creating the perfect SEO plan in theory, it's building one around the actual capacity of the person doing the work.

Create a 90-day implementation plan.
Organize tasks by week.
Separate quick wins from larger projects.
Build a checklist so progress is easy to track.

That's where AI becomes especially practical. It can take a large, vague problem like, "Our website needs SEO help," and break it into a sequence your agency can actually follow.

First, identify the problems. Second, prioritize what to fix. Third, build a realistic plan that your team can execute without becoming overwhelmed.

That's where AI delivers real value.

Q. Are there any precautions agencies should take when using AI?

A. Absolutely.

AI isn't a magic button. It isn't a replacement for strategy, judgment or experience.

But it can help move your agency from confusion to action by identifying website issues, prioritizing improvements and organizing the work.

A few cautions are important. You should always stay in the driver's seat. AI can make mistakes. It can make assumptions. It can produce recommendations that sound convincing but aren't the right fit for your business.

So keep a human in the loop. Review the output carefully. Apply your own judgment before publishing content or making significant website changes.

You should also be thoughtful about the information you share. Don't enter private client information, personal health information, financial data or sensitive business information into an AI tool unless you fully understand how that information will be handled.

Let AI generate ideas, organize projects and help your team work more efficiently. But you should always provide the strategy, oversight and final approval.

Q. What's the biggest takeaway for insurance agencies about using AI for improving their websites?

A. If your agency has a website but doesn't have a dedicated marketing team, AI can help you make meaningful progress.

Start by asking AI to review your website. Then ask it to prioritize your SEO improvements. Finally, have AI build a realistic implementation plan that fits your team's available time and resources.

That's a practical way to use AI today — not as a buzzword, but as a tool to improve your marketing operations.

To get started, download SMS’ exclusive, free AI website review kit featured with this Ask an Expert. It includes practical examples you can use immediately to evaluate your website, improve SEO and create an actionable plan for your agency.