In an era where artificial intelligence is reshaping how websites are discovered and experienced, digital marketing veteran Brian Winum has released his highly anticipated book, “Building Smarter Websites: The AI-Friendly Website Revolution.”
As the Digital Marketing Director of MAXBURST Web Design and MAXPlaces Marketing, Winum brings over two decades of digital marketing expertise to this comprehensive guide, which offers businesses a strategic framework for creating websites optimized for both human users and AI systems.
The book introduces readers to Intelligent Experience Optimization (IXO) and the S.T.E.P. process, methodologies developed by Winum that integrate user experience design, technical SEO, and AI optimization. These frameworks help businesses build websites that not only rank well in traditional searches but also excel in emerging AI-driven features like conversational search and dynamic recommendations.
“The digital landscape is evolving faster than ever, with AI systems now playing a pivotal role in how users discover and interact with websites,” said Winum. “Businesses that understand how to design for both humans and AI will have a significant competitive advantage in the coming years.”
The book addresses key topics, including structured data implementation, semantic HTML, E-E-A-T principles, and generative search optimization. Rather than focusing on technical implementation details, “Building Smarter Websites” takes a conceptual approach, making complex AI concepts accessible to business leaders, marketing directors, and technology decision-makers.
Q&A with Brian Winum
Following the book's release, Miguel Hernandez, Tech Editor for FreePress Directory, sat down with Winum to discuss the implications of AI for website design and digital marketing.
Hernandez: What inspired you to write this book now?
Winum: We're at a critical inflection point in digital marketing. AI isn't just changing how search engines rank websites—it's fundamentally transforming how users find and interact with information online. Many businesses are struggling to adapt, often pursuing outdated strategies that don't account for how AI systems process and present content. I wanted to provide a strategic framework that helps businesses not just react to these changes but position themselves to benefit from them.
Hernandez: Your book introduces concepts like IXO and the S.T.E.P. framework. Can you briefly explain what these are?
Winum: IXO—Intelligent Experience Optimization—is our holistic approach that integrates user experience design, technical excellence, and AI optimization. It ensures websites deliver value to both human users and AI systems. The S.T.E.P. framework—Strategy, Technology, Execution, Performance—provides a structured roadmap for implementing these principles, from aligning business goals with user needs to continuously refining your digital presence as technologies evolve.
Hernandez: Many business leaders are concerned about AI making their current digital strategies obsolete. How does your book address these fears?
Winum: Rather than viewing AI as a threat, I encourage businesses to see it as an opportunity to create more effective, user-focused digital experiences. The book emphasizes that while technical implementation is important, what remains essential is understanding your audience's needs and creating genuine value. AI is actually pushing businesses toward better practices that prioritize helpful, relevant content—which has always been the foundation of sustainable digital success.
Hernandez: What do you hope readers take away from the book?
Winum: I hope they gain a clear understanding of how AI is reshaping the digital landscape and feel empowered to adapt their strategies accordingly. The book provides conceptual frameworks rather than step-by-step technical guides, so readers should come away with the strategic understanding needed to guide their organizations through this transformative period, whether they're implementing changes themselves or working with partners.
“Building Smarter Websites: The AI-Friendly Website Revolution” is available now exclusively via Amazon.
About the Author: Brian Winum is a digital marketing veteran with over two decades of experience. After beginning his career in the insurance industry, where he developed crucial skills in customer service, data analysis, and problem-solving, Brian transitioned to digital marketing in his mid-30s. As co-founder of MAXBURST Web Design and MAXPlaces Marketing, he specializes in creating AI-optimized websites and holistic digital marketing strategies. When not pioneering new approaches to digital marketing, Brian enjoys historical fiction, following sports, and outdoor activities, including fishing, kayaking, and hiking.
