How to Write Website Pages That ChatGPT Recommends to People

Most website copy is written for humans who are browsing — people scrolling through your homepage, reading your about page, deciding whether to get in touch. But here's what nobody talks about: when someone asks ChatGPT for a recommendation, the AI draws on completely different content. It's looking for pages that directly, clearly answer specific questions — and most small business websites simply don't do this.

The gap is real. You might have beautiful copy that sells brilliantly to human visitors, but it could be nearly invisible to ChatGPT. That's a problem, because more people are asking AI for recommendations every day. "Find me a florist in Edinburgh," they'll type. "Who does kitchen renovations near Bristol?" The AI looks through available content and makes suggestions based on what actually answers those questions.

This week, you can change that. The five changes in this post are practical, doable in an afternoon, and they'll make your website genuinely useful to AI systems. By the end, you'll know exactly what to rewrite — and why it matters.

Why most website copy doesn't work for AI

Traditional website copy is designed to persuade. It uses emotional language, brand storytelling, clever taglines, metaphors. "We bring joy through flowers." "Unleashing your potential." "Bespoke solutions tailored to your vision." These phrases work brilliantly for humans, but AI doesn't respond to any of it.

Here's what AI actually needs: factual, specific, question-answering content. It needs to extract clear information — what do you do, where do you do it, for whom, how much does it cost, what actually makes you different. When ChatGPT gets a question like "flower delivery in Edinburgh," it scans through website content looking for concrete answers to those exact questions.

Compare two florists. The first says: "We bring joy through flowers, handcrafted with love and passion." The second says: "We deliver same-day flower arrangements across Edinburgh, including weddings, funerals, corporate events and get-well bunches, starting from £35, covering postcodes EH1–EH17 and surrounding areas." ChatGPT will recommend the second one, every time. Not because the writing is fancier — it isn't — but because it answers the questions people actually ask.

Five changes that make your pages AI-friendly

Answer the questions your customers ask

Your customers ask you the same things repeatedly. They ask on the phone, in emails, during consultations. Write those questions down — they're your roadmap for AI-friendly content.

If customers always ask "do you cover my area?" then your homepage should say exactly where you operate. If they ask "how much does this cost?" then your prices should be visible, not hidden behind "contact us for a quote." If they ask "do you work with businesses or consumers?" then that should be crystal clear in your first paragraph.

The easiest way to do this is to add an FAQ section to your key pages. Literally write out the five to ten questions you hear most, then answer them directly. This is the single fastest way to give AI usable content about your business.

Be specific about services and locations

AI thrives on specificity. Don't say "we serve the local area" — that tells AI nothing. Instead, list every area you cover: "We cover Bristol, Bath, Weston-super-Mare and surrounding villages within 20 miles."

Do the same for your services. Instead of "web design solutions," list each service individually: web design for small businesses, e-commerce websites, website maintenance, SEO optimisation. When you sign up at AI My Site, you get a task-by-task breakdown of exactly what to change on each page — written for your specific website platform.

When ChatGPT reads "we do websites," it's uncertain. When it reads "we build custom websites for local charities, small law firms and accountancy practices," it understands exactly who you serve and can recommend you with confidence.

Use plain language, not marketing speak

Replace marketing jargon with everyday words. Instead of "bespoke solutions," say "custom-built." Instead of "optimising your digital footprint," say "making your website easier to find."

AI extracts facts from plain language far more reliably than from jargon. It also helps humans, frankly. Your customers don't speak marketing language — they speak like regular people. Write for them.

Structure your pages with clear headings

Use H2 and H3 headings that describe what each section is about. AI uses headings as a map of your content. "Our Services" tells AI what to expect. "Unleashing Your Potential" tells it nothing.

Clear headings also help human visitors scan your page faster, so this change works for everyone.

Add an FAQ section to your key pages

Write out the questions people actually ask you. Answer them directly, in plain language, in one to three sentences each. This does two things: it gives AI concrete, question-based content to work with, and it saves human visitors time.

An FAQ section should be on your homepage, your main services page, and your contact page. Update it whenever you notice customers asking the same question repeatedly.

Common mistakes to avoid

• Writing for search engines instead of for AI. Keyword stuffing used to work for Google. It doesn't help ChatGPT. Focus on answering questions clearly, and keywords will follow naturally.

• Hiding important information behind "contact us for details." AI can't contact you. If your prices, locations, service details or opening hours are behind a contact form, AI can't recommend you because it doesn't have enough information.

• Using images or PDFs for key information. AI systems struggle to read text inside images. If your price list is a PDF, or your service list is a graphic, AI won't find that information. Put the key details in plain text on your web pages.

• Forgetting to update content when services or locations change. If you stopped covering Manchester but your website still says you do, AI will recommend you to people in Manchester who won't be able to use your service. Update your website whenever your business changes.

How quickly will these changes make a difference?

You can make all five changes in a single afternoon. Start with your homepage and main services page, then expand to your other pages over the next week.

AI platforms update at different speeds. You might see results in four weeks, or it might take twelve weeks before ChatGPT references your updated pages regularly. The timing depends on how often AI systems crawl the web and rebuild their knowledge. What's certain is this: the sooner you start, the sooner AI builds confidence in recommending you.

Begin today. Pick your homepage and your main services page. Write out your FAQ. Replace the jargon. Add specific locations and prices. Then check your AI readiness score to see how much closer you are to being recommended.

Your website already has visitors. Now it's time to make sure AI sends you more of them. The five changes above take an afternoon and set the foundation for months of growing AI visibility.

Want to know exactly what else is holding your website back? Sign up at AI My Site and get your complete SEO and AI readiness action plan in minutes — with step-by-step guides written specifically for your website platform.