A buyer researching a purchase increasingly meets a summary before they meet a website. The summary is assembled by a system reading whatever it can find, and it will be confident whether or not it is right.
That changes what a site is for. It still has to persuade a person. It now also has to be legible to something that will paraphrase it, cannot ask a follow-up question, and will fill any gap with an inference.
What legibility means here
Stating facts in a form a machine can read without guessing. Structured data that says what the business does and what each service is. A file that tells a model what is true and what is deliberately not claimed. An explicit crawler policy that decides who may read and who may train.
This site runs all three on itself, which is the only demonstration of the idea worth pointing at.
The failure mode
Pages written to rank rather than to answer. A system summarising a page built for keywords produces a summary about keywords, and a buyer reads it and moves on. The defence is specificity: claims precise enough that a paraphrase either keeps them or visibly drops them.