What is schema markup and why does my website need it?

Schema markup is structured data (JSON-LD code) embedded in your website that tells search engines and AI systems exactly what your business does, where you are, what you offer, and how to contact you. Without it, AI agents like ChatGPT, Google AI Overviews, and Perplexity can't machine-read your business — making it far less likely they'll recommend you.

What is Answer Engine Optimization (AEO)?

AEO is the practice of optimizing your website to be the answer AI gives when someone asks a question. While traditional SEO gets you ranked in search results, AEO gets you recommended by name in AI-powered tools like ChatGPT, Perplexity, Google AI Overviews, and Siri. Structured data, schema markup, and an llms.txt file are core components.

What makes Primary Web Design different from other agencies?

Every website we build ships with two layers: the one your visitors see and the machine layer AI agents read. Most agencies build for humans only. We build for both — with complete schema architecture, JSON-LD structured data, llms.txt files, and AI-optimized endpoints included in every package.

I already have a website. Can you make it AI-ready?

Absolutely. Our à la carte packages start with a Schema Audit ($800) that analyzes your existing site's structured data and delivers a ready-to-implement JSON-LD file. The Full AI Package ($1,500) includes everything: schema implementation, AI summary endpoint, llms.txt, robots.txt optimization, and XML sitemap — all deployed to your existing site.

How long does it take to build a website?

A Starter single-page site typically takes 2-3 weeks. A Business multi-page site takes 4-6 weeks. Enterprise projects are 6-10 weeks depending on scope. Every timeline starts with a conversation — we want to understand your business before we touch a pixel.

What is an llms.txt file?

An llms.txt file is a plain-text document placed on your website specifically for large language models (LLMs) to read. It provides a concise, structured summary of your business that AI agents can ingest when deciding whether to recommend you. Think of it as a robots.txt but for AI — it tells machines who you are, what you do, and why you matter.

Primary Web Design

Be Known For What You Do.

One designer. 20+ years in the trade. Every client below came for a website, and each one chose us for something else.

Five people. Five trades. Five reasons.

01 Ghostwriter
02 Home builder
03 Animal rescue
04 Machine shop
05 Heritage apparel

Scroll to follow the mark

Five people. Five trades. Five reasons.

01The GhostwriterProfessionalism

Words are her whole product.

A ghostwriter we'll call Martha writes memoirs and thought leadership for executives who don't have time to write their own. Her old site set her words in cramped, amateur type, and when words are the product, bad line height costs credibility.

She wanted quiet authority, not gimmicks. What won her over was how the work was run: an ironclad scope, crisp onboarding, a clean contract, and not one missed call. Treated as a peer in business, she felt safe handing over her public reputation.

Ironclad scope
Crisp onboarding
Clean contract
No missed calls

02The Custom Home BuilderTransparency

He watched every board go up.

A custom home builder we'll call Art spends his days on job sites, phone ringing, truck smelling of cedar shavings and stale coffee. He doesn't want design awards. He wants calls for high-margin framing jobs.

His last agency took three months to deliver a wireframe and never showed him a thing. We shared the screen from day one, so he watched the work happen and approved every step: landing funnels, contact forms, local SEO, live and tested.

Landing funnels
Contact forms
Local SEO
Live and tested

03The Nonprofit DirectorPatience

She didn't have to carry the chaos alone.

A director we'll call Miranda runs an animal rescue and community shelter. She reports to an eight-person volunteer board, three staff members were sending her conflicting copy, and half the donor links were broken.

When the board reversed the photo direction for the third time, there was no change order and no sigh. Just the next revision, walked through step by step, with simple talking points for her next committee meeting.

Donor links repaired
No change orders
Step by step
Talking points

04The Machine Shop OwnerDetail

Zero tolerance for sloppy tolerances.

A machine shop owner we'll call Anthony thinks most web agencies are hot air. His old site used stock photos of gears that weren't even milled correctly.

In discovery we read his spec sheets, caught the difference between his multi-axis milling and standard lathe work, and replaced the stock art with clean custom schematics. Every technical parameter audited, every bit of code bloat stripped, so the portfolio loads instantly.

Spec sheets read
Custom schematics
Parameters audited
Bloat stripped

05The E-commerce OwnerResponsiveness

He picks up the bat-phone.

An online shop owner we'll call Brian sells heritage apparel: custom hats, waxed canvas bags, niche accessories. A broken gallery during an ad campaign costs him hundreds of dollars an hour.

At 8:00 on a Tuesday night he sent a test question about inventory webhook integration. He got a clear answer from a real person in twenty minutes. Not a bot. He knew then that we wouldn't vanish when the shop was live.

Tuesday, 8:00 pm
Webhook question
Real person
Twenty minutes

Node six

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Names changed to protect client privacy. Stories are real.