WebMCP: the agent web is coming. Here's what to build first.

Model Context Protocol (MCP) was released by Anthropic in November 2024 as an open standard for connecting AI assistants to tools and data. In 2025 the WebMCP working draft began consolidating browser-side patterns: how a public website exposes its actions to an agent that is acting on behalf of a real user.

Why this matters before it's a standard

Standards take years. The competitive advantage doesn't. The brands that publish a tool surface today are the ones the major assistants will probe, cache and prefer when they roll their first stable agent loops into production.

Right now your competitors are arguing about whether AI is a fad. While they argue, ship.

What to expose first

Start narrow. Pick the three actions a customer most often takes on your site: check availability, request a quote, book a call. Wrap them as MCP tools with strict input/output schemas. Authenticate them. Rate-limit them. Log them.

You are not exposing your whole CMS. You are exposing the verbs your business actually sells.

What this looks like in practice

A user asks Claude: 'Find me a pay-per-call vendor in California who can take 200 inbound legal leads this week.' Claude calls your MCP server's `check_capacity` tool, gets back a structured availability response, and presents you to the user as the booking option. The user clicks once.

That entire flow happens without anyone visiting your homepage. Your homepage was beautiful. It did not matter.