NLWeb lets website owners add powerful conversational AI to their sites with just a few lines of code. No need for deep machine learning expertise — the system works with structured data you likely already use, like Schema.org or RSS.

Figure 1. Advantages for Website Owners

Personalized, Intelligent User Interactions

Using your own site data and an AI model of your choice, NLWeb enables tailored conversations. Whether it’s helping users find the right product, navigate content, or get recommendations, the experience feels natural and smart — like chatting with a helpful assistant. Figure 1 shows Use Cases and Examples Advantages for Website Owners

Future-Proofing for the Agentic Web

As AI agents become more active online, websites built with NLWeb are ready. By supporting discoverability through standards like MCP, your site can interact with bots and intelligent systems — not just people — expanding your digital reach and relevance.

Full Flexibility and Ownership

NLWeb is open and tech-agnostic, meaning you control which AI model, vector database, or interface to use. You're not locked into a vendor, giving you the freedom to choose what best fits your needs and infrastructure.

Unlocking New Revenue and Engagement Opportunities

With a conversational interface, you can drive more engagement, increase conversions, and even support transactions through chat. As the agentic economy grows, this opens up fresh business models — and lets your website become a more active player in the AI-driven web.

If your website is built using open-source platforms like WordPress, Drupal, Magento, Joomla, Microweber, or OpenCms, you’re in a stronger position to claim true ownership. In contrast, websites built on proprietary platforms such as Wix, Squarespace, Shopify, Weebly, GoDaddy, or Zyro are more like rentals — the provider retains control over key aspects of the site.

At Adventure Marketing Solutions, we’ve helped many clients build, update, and manage their websites. One common trend we’ve noticed is that many businesses lack a clear understanding of the technical components and ownership details of their web properties. That’s completely understandable — after all, that’s why they turn to agencies like ours for support.

However, ownership issues often become apparent when a business decides to switch web vendors. Without full ownership, making updates or migrating a site can lead to major delays or require starting over from scratch, which significantly extends timelines and increases costs.

That’s why we believe it’s crucial for businesses to understand and assert ownership of their websites. In this article, we’ll explain which parts of a website you should own outright, which you should at least control, and how to assess your current ownership status. We’ll also cover the differences between open source and proprietary technologies — and what to do if you find out you don’t actually own your website.

Wondering if you truly own your website — or if your designer or agency might hold the rights instead? You’re not alone. Fortunately, there are a few simple steps you can take to find out, even if you’re not technically inclined.

Start by using a domain lookup tool like the one offered by GoDaddy. Enter your website’s domain to see who is listed as the registrant contact. If it lists your designer or agency rather than you or your business, it may indicate that you don’t fully own your domain — a situation worth addressing promptly.

If your website was created before you joined your organization, or if you weren’t involved in its development, you can still gain insight into its technical foundation. A website analysis tool such as BuiltWith can provide valuable information, including the CMS (Content Management System) in use, active widgets, analytics tools, and more. For instance, discovering that your site is built on an open-source platform like WordPress is usually a positive sign in terms of ownership. Conversely, if it’s built with a proprietary platform like Wix, your control may be more limited.

References:

1. https://www.adventuremarketingsolutions.com/the-importance-of-owning-your-website/

Cite this article:

Priyadharshini S (2025), Microsoft’s NLWeb Project: Expanding Chatbots on Websites, AnaTechMaz, pp. 3