How to Write Content So AI Recommends Your Business
Key Takeaways
AI recommends businesses that clearly answer the questions their ideal customers are already asking.
Understand your audience by identifying their problem, their knowledge level, and where they are in the buying journey.
Create content for every stage of search intent: problem-aware, solution-aware, and comparison searches.
Use clear, descriptive service names instead of branded package names so AI understands what you offer.
Organize service pages with headings, bullet points, and concise descriptions that are easy for both readers and AI to scan.
Build FAQ pages and glossaries to capture educational searches and establish topical authority.
Clearly explain what differentiates your business from competitors so AI can recommend you for the right reasons.
Listen to the questions prospects ask during sales calls—they're often the exact questions you should answer on your website.
Write for people first. Well-structured, customer-focused content is what AI is most likely to surface.
How to Write Content That AI Can Understand
If you want your organization or brand to show up on AI, then you need to write the content that your audience is searching for.
The good news?
Audiences are getting really specific. So as long as you know who your customer is, and what they’re searching for - you’re golden.
Easier said than done, right?
We might think we know what our customers are searching for, but here’s when it’s exceptionally difficult for most business owners to get out of the way - and let the data show them the truth.
Understanding Search Intent: The Key to AI Visibility
Whenever we onboard a new client, one of our first conversations is about their audience. And not just “Tell us about your ideal customer,” but “We need to build a profile on who they are and what their problems are.” Key questions to ask yourself when trying to determine who you customer is (and more importantly, what they’re searching) include:
What’s the triggering event that causes them to reach out? This is where most people start when searching on AI.
What it looks like: “I have a problem and I need a solution.” (Problem aware searches)
How knowledgeable are they about the solution they need? The more knowledgeable they are - the more likely they are typing in the type of solution they need.
What it looks like, “I’m looking for X solution for the problem I have.” (Solution aware searches)
What is their role in hiring you? Are they the decision maker or are they fact gathering for someone else? Their role here will depend on how far into their vendor comparison search they are. (Comparison search)
What is looks like, “Is Company A or Company B a better fit to solve my specific problem.”
What does A.I. look for when recommending businesses?
What is the event that causes a customer to reach out to you? Put yourself into your customer’s shoes. How do they feel when they need to research your services? What type of phrases and keywords would you put into AI if you were asking for support with this service? Think about it from the perspective of “in the moment,” I need to find a solution without knowing what that solution is.
Key Takeaways 👉🏼
These searches are general
FAQs or glossary of terms on your website can help rank for this! (Education on the basics = helpful!)
How do I optimize my website for A.I. search?
Now is not the time to be creative with your package names (I know). You can be creative, but don’t make it the header or leading line in your service description.
For example, we used to call our e-mail newsletter package the “ICYMI (In Case You Missed It) Package” because that’s what it was. A round up of the previous month’s content on social media.
But nobody is searching for that.
They’re searching for “E-Mail Newsletter Management” - so that’s what we call our package now. Obvious and to the point.
Is it fun? Eh. Will it make us more searchable? You bet.
Key Takeaways 👉🏼
Use Service Names Your Customers Search For
Add Bullet Points to Improve Readability
Describe Who Your Service Is For
Explain Your Process Clearly
Highlight Your Unique Value Proposition
What is one of the top ways my customers are using AI to learn about my business?
This answer probably isn’t a surprise. Your customers are most likely using AI to compare you to your competitors. Regardless of your industry or your product, AI is incredibly useful to synthesize a lot of data. This is when having specific details about your services - especially what sets you apart from your competitors - will help you A) rank on AI but also B) rank for the right reasons.
We’ve received a few calls from people who have found us on ChatGPT and every call has helped us reframe our service offering on our website. While they’re interested in our services, they may not be the right fit for us (and vice versa) which helps us to write our service offering in a more detailed and clearer way for AI to recommend us to the right people.
Key Takeaways 👉🏼
Differentiate yourself from competitors
Use Customer Questions to Create Better Content
Bottom line: write for humans, get found by AI.
The businesses that show up on AI aren't necessarily the biggest or the best — they're the ones who've done the work of thinking like their customer. They've asked:
What does someone type when they're panicking at 11pm with a problem?
What does someone type when they already know the solution but not the provider?
What does someone type when they're comparing five options in a spreadsheet?
If you can answer those questions clearly on your website, in your FAQs, and in your service descriptions, you're not just writing content anymore — you're writing the answer key AI is already looking for.
So skip the clever package names. Answer the real questions. Know your competitors well enough to say out loud what sets you apart. Do that consistently, and showing up on AI stops being a mystery and starts being a matter of time.