How to write content so your website will rank higher on AI engines

More and more people are searching for information, services and products using AI models, instead of google search. And even when someone does search on google, he usually will see an AI generated answer at the top of the search results. These AI generated answers will usually mention a few specific products or services that are most relevant to the user’s question.

But which products or services AI models are choosing to mention?

This usually comes down to 2 main criteria: 1. Brands and companies that have shown online the most credibility, trustworthiness and expertise. This is called the E-E-A-T guide lines (Experience, expertise, authoritativeness, trustworthiness). We will cover this Criteria in detail in a future post.   2. Companies and brands whose content was the most specific and relevant to the user’s question.

And on this criteria we will touch on this post.

Think about how you search for things now. Maybe you ask Siri "What's the best Italian restaurant near me?" or type into ChatGPT "How do I fix a leaky faucet?"

Your potential clients are doing the same thing. They're asking AI tools questions like:

• "Which personal trainer in Berlin specializes in weight loss?"

• "How much should I pay for business consulting?"

• "What's the difference between a business coach and a consultant?"

If your website answers these questions clearly, you'll rank higher in AI results. If it doesn't, you won't.

How to Write on Your Homepage and Services Pages

If you are a business consultant for example, your homepage might mention that you're "a strategic business consultant with extensive experience in operational optimization." But what does that actually mean?

Instead, be direct. Write like that: 

• "I help small businesses reduce costs by 20-30%"

• "I specialize in streamlining workflows for teams under 50 people"

• "My clients typically save 10 hours per week after working with me"

Or if you're a personal trainer for example, you should write like that: 

• "I help busy professionals lose weight without spending hours at the gym"

• "My clients see results in 4-6 weeks with just 3 workouts per week"

• "I specialize in home workouts for people who hate traditional gyms"

  
  

Use Headlines That Actually Help

AI tools scan your headlines to understand what you offer. Make them count:

Instead of: "Our Services" Try: "Business Consulting Services for Small Companies"

Instead of: "About Us" Try: "Why I Started My Personal Training Business: My Story"

Instead of: "What We Offer" Try: "How I Help Busy Professionals Get Fit at Home" (for a personal trainer)

Write Your Services Like Solutions to Problems

Instead of listing what you do, show how you solve specific problems:

A business consultant can present a service in the following way: 

"Your team is constantly busy but not getting results? In my consulting process, I help you identify which tasks actually grow your business and eliminate the rest. After my consultation, Most clients free up 15+ hours per week for strategic work".

This is a short version of course, but it shows a very specific and clear solution to a very specific and common problem.

In the personal trainer example: 

"You want to lose weight but can't find time for long gym sessions?

I create 20-30 minute home workout plans that fit your schedule. You will see visible results in your first month, no gym membership needed"

How to Write Blog Posts That AI Loves

Again, Turn Topics Into Specific Questions.

Here's where most businesses get it wrong. They write general topics instead of answering specific questions their clients actually ask.

A blog post headline in the old approach:   "Tips for choosing the right business consultant"

AI-friendly headline for a blog post:  "How do I know if a business consultant is right for my small company?"

Another example: Old approach headline: "Productivity strategies" AI-friendly headline:  "How can I stop my team from being busy all day but not getting important work done?"

And if our personal trainer had a blog: 

A blog post headline in the old approach: "Fitness tips for weight loss"

AI-friendly approach to the headline: "What's the best workout routine if I only have 30 minutes, 3 times a week?"

Start With Your Actual Client's Questions

Think about the questions you get asked most often. These are perfect blog post ideas:

In our business consultants case, questions could be:

• "How long does it take to see results from business consulting?"

• "What's the difference between a business coach and a consultant?"

• "How much should a small business spend on consulting?"

• "Can you help my business if I don't know exactly what's wrong?"

In our personal trainer case, questions could be:

• "How often should I work out to lose weight?"

• "Can I get fit without going to a gym?"

• "What should I eat before and after workouts?"

• "How do I stay motivated when I don't see results immediately?"

  
  

For Both your website and your blog - Make Your Content Easy to Scan

AI reads like a very busy human. It looks for:

• Clear headings that describe what's coming next

• Bullet points that break down complex information

• Short paragraphs (2-3 sentences max)

• Simple language that anyone can understand

Good example:

How to Stay Motivated During Your Fitness Journey

Week 1-2: Focus on building the habit

• Start with just 15 minutes, 3 times per week

• Don't worry about intensity yet

• Track your workouts, not your weight

Week 3-4: Add variety

• Increase to 20-25 minutes

• Try different types of exercises

• Take progress photos

Bad example: A long paragraph explaining motivation theory, the psychology of habit formation, and various research studies about exercise adherence without giving specific, actionable steps.

Create an FAQ Page or Section (This Is Gold)

An FAQ page is like a shortcut to getting found by AI. Here's why it works so well:

1. AI tools love Q&A format – it's exactly how they're trained to understand information

2. People search in questions – "How do I...?" "What's the best...?" "Why should I...?"

3. You cover multiple topics naturally without awkward keyword stuffing

   
   

Make Your FAQ Actually Useful

Don't just list your business hours and contact info. Answer the questions that help people decide whether to work with you:

Good FAQ for a business consultant:

• "What happens in our first meeting?"

• "How quickly will I see results in my business?"

• "Do you work with businesses in my industry?"

• "What if I can't implement your recommendations?"

• "How do we communicate along the process?"

Good FAQ for a personal trainer:

• "What if I've never worked out before?"

• "Can you help me if I have back problems?"

• "Do I need to buy equipment for home workouts?"

• "How often will we meet, and for how long?"

• "What happens if I miss sessions or need to reschedule?"

When you write the answers to your FAQ - be clear and direct, just like you would talk to a client on the phone. 

For a business consultant, Instead of: "Our methodology encompasses a comprehensive assessment of organizational inefficiencies"  Say: "I start by looking at how your team currently works and where time gets wasted"

For a personal trainer, Instead of: "We utilize evidence-based fitness protocols"  Say: "I design workouts based on what actually works, not the latest fitness trends"

Write Like You're Having a Conversation

Here's something important: AI tools are getting better at understanding natural, conversational language. This means you can (and should) write like a real person would talk. 

Skip the Business Jargon

Instead of: "We leverage cutting-edge methodologies to optimize your operational efficiency"  Say: "I help you figure out why your business feels chaotic and fix it"

Instead of: "Our comprehensive fitness solutions"  Say: "Here's how I can help you get in shape"

Instead of: "We facilitate transformational wellness outcomes"  Say: "I help you lose weight and feel great"

The Voice Search Factor

More people are using voice search every day. They're not typing "business consultant London" – they're asking "Who can help me fix problems in my small business?"

Write your content to match how people actually talk and ask questions.

Our Favorite Trick: Record Yourself

Here's a simple way to create natural, AI-friendly content:

1. Ask a friend to interview you with common client questions

2. Record the conversation (use your phone)

3. Transcribe the recording (there are free tools for this)

4. Clean it up slightly but keep the conversational tone

5. Use it for your FAQ page or blog posts

This gives you content that sounds natural because it is natural.

The Bottom Line: Start Simple

You don't need to overhaul your entire website tomorrow. Start with these three changes:

1. Add an FAQ section with 5-10 real questions your clients ask

2. Rewrite your homepage headline to clearly state what you do and who you help

3. Break up any long paragraphs into shorter, scannable sections

The businesses that invest in AI-friendly, easy-to-read websites now will have a huge advantage as AI becomes even more important in how people find services.

Remember: what's good for AI is usually good for humans too. Clear, helpful, conversational content works for everyone.

Want help making your website more AI-friendly? We specialize in building websites that both people and search engines love. Get in touch to see how we can help your business get found online.