Your website has a new reader. It doesn’t scroll, doesn’t skim, and won’t fill out your contact form. But it does decide whether to recommend your business to someone who asked an AI assistant which contractor to call.

Tools like ChatGPT, Google’s AI Overviews, Perplexity, and Microsoft Copilot now read and summarize websites. They pull sentences straight from your content to answer real questions from real buyers. If your content is vague or hidden under generic headings, the AI either skips it or gets it wrong.

The good news is that writing clearly for AI is the same as writing clearly for people. You just need content that is genuinely good.

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1. Say specifically what you do.

“We provide comprehensive solutions for businesses of all sizes” tells neither humans nor AI anything. Compare that to: “We pour and finish structural concrete for commercial and industrial projects across Alberta.”

One of those sentences can be summarized accurately. The other can’t.

Go through every page on your site. If it could belong to any company in any industry, rewrite it. Name the service. Name who it’s for. Name where you do it.

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2. Use headings that answer real questions.

AI tools pull answers from content organized around questions. People do the same; they scan headings before reading anything else.

Instead of “Our Approach” → try “How long does a commercial concrete project take?”

Instead of “Services” → try “Structural concrete for industrial and commercial builds in Alberta”

Think about what your best clients asked before they hired you. Those are your headings.

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3. Write in complete sentences, not just bullet points.

“Fast turnaround” as a bullet means nothing. “We mobilize within 48 hours of permit approval” is something a bot can read, understand, and repeat accurately to someone asking about your process.

Use bullets for genuine lists. Use sentences for explanations.

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4. Put your location in your content, not just your footer.

Many business websites mention their city only once, usually in the footer. That’s not enough for AI tools trying to answer “who does X in [city]?”

Mention your service area naturally throughout your content, just as you would describe your business to someone at a trade show. “We’ve been doing foundation work for commercial builders in Calgary and Edmonton since 1987” works. Keyword stuffing does not.

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5. Avoid pronouns when specifics would be clearer

“This setup handles 400 units per hour” means nothing to a bot reading your page without context. “The portioning machine followed by the rounder handles 400 units per hour” is clear, indexable, and repeatable.

The same goes for phrases like “this process,” “our system,” “the solution,” or “it.” When you use a pronoun, you’re assuming the reader has followed every sentence before it. AI tools and skimmers often have not. Name the thing every time. It costs one extra word and pays off whenever someone lands mid-page or a bot pulls a single sentence to answer a question.

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6. Name your services the way your clients name them.

Your clients don’t say “site preparation and earthworks solutions.” They say “I need a crew to grade the lot.” Use the words your clients actually use. If they search for one thing and your page says something else, you’re invisible to both the algorithm and the person.

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7. Add FAQ sections to your key pages.

A direct question followed by a direct answer is easy to read, easy to scan, and easy for AI to extract and use accurately. We’ll dig into how to write a good FAQ in a follow-up post because it deserves its own conversation.

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The bottom line

Clear writing, specific language, and well-organized content have always been the hallmarks of a website that works. AI raises the stakes because now your content isn’t just being read by people who found you. Tools decide whether to mention you at all.

If you’re not sure your current website content clears that bar, contact us, we’re happy to take a look.