Pillar 1
Your website becomes a structured knowledge system.
Most business websites are static marketing pages. The information exists — but it's scattered across docs, inboxes, shared drives, and people's heads. Employees answer the same questions daily. AI produces garbage because nothing is structured.
One system. Three functions.
A Payload CMS Website is not just a website. It serves customers, employees, and AI — through one connected architecture.
Public interface
- Structured content with automated SEO
- Chat interaction instead of static forms
- Pre-qualified leads through conversation
- Information accessible to customers and AI
Internal system
- Policies, docs, and FAQs in one place
- Semantic search replaces shared folders
- Chat as primary knowledge interface for teams
- MCP server access for admin-level queries
Automation & orchestration
- Chatbot triggers workflows based on intent
- Lead enrichment pushed to CRM automatically
- Document processing and ingestion pipelines
- Content-triggered automations across systems
Chat is the interface. The website is the system.
The chatbot is not a support widget. It's the primary interface for finding information, qualifying intent, accessing knowledge, and routing people to the right outcome.
For customers, it replaces contact forms. For employees, it replaces searching through shared folders. For AI tools, it provides structured, reliable data through MCP.
Built-in capabilities
Semantic search
Content retrieved by meaning, not keywords. Users find what they need without knowing the exact term.
Custom chatbots
AI chat trained on your real business content. Qualifies leads, answers questions, routes intent.
Document ingestion
PDFs, policies, and internal docs processed into structured, searchable, AI-ready content.
Workflows & automation
Chat and content events trigger real business actions — CRM updates, notifications, processing.
MCP server access
Admins interact with website data directly from ChatGPT or Claude. Query, update, manage.
Structured content modeling
Every piece of content typed, categorized, and connected. AI and automation depend on this foundation.
What this replaces
- Disconnected knowledge bases and internal wikis
- Brittle SEO tooling bolted onto static sites
- Form-heavy lead capture with no qualification
- Disconnected chatbot tools that hallucinate
- Internal document chaos across shared drives
How the engagement starts
Every engagement begins with system definition — mapping where your information lives, who needs it, what should be automated, and how AI should be involved.
From there: architecture and content modeling, interaction design, build, rollout, and stabilization. One person. End to end.
System in practice
Ad Art — US-based signage company
Problem
Four outdated websites, decades of scattered content, no system connecting any of it. Employees answered the same customer questions daily.
Decision
Consolidated into two Payload CMS sites. Rethought information architecture around customer-centric navigation. Built AI chatbot for lead qualification with CRM integration. Extended CMS with AI tools for content operations. Added MCP server for admin-level data access.
Outcome
One structured system serving customers, employees, and AI. Content operations automated. Lead qualification running through conversation, not forms.
Scope
This is for you if
- Your website is central to how customers and employees find information.
- Content and knowledge are hard to manage, update, or find.
- AI should use real business information — not be bolted on top of chaos.
- You want one senior person responsible for the full system.
Not a fit if
- You need a marketing-only site with no system behind it.
- You want staff augmentation or an extra pair of hands.
- You’re looking for AI features without system design.
- You need a template or a quick build.