Tools like ChatGPT, Gemini and Perplexity read pages from the internet, put information together and answer. When someone asks "which companies do X in my area?" or "how does Y work?", the answer comes from pages the tool managed to read and found useful. There is no formula that guarantees being chosen, but there are choices that help, and all of them also benefit whoever reads the website.
A direct answer right at the start
In the first sentences, say what the service is, who it is for and where it is done. "We do X for Y in the area of Z." Whoever reads, person or machine, should understand the essentials without scrolling down.
Headings that say what each part is about
- Clear, descriptive headings ("How it works", "Who it is for", "How long it takes"), not creative headings that hide the subject.
- One idea per section.
- Short lists for stages and requirements, which are easy to read and summarise.
Concrete facts
Good answers rest on facts that can be verified:
- Where you work, at what hours, how to book.
- How the service works, step by step.
- What is included and what is not.
- Who it suits, and who it does not.
- Who does the work, in terms of role and training.
If you publish fees, keep them up to date; if not, say how to get the information. Avoid promises and superlatives: they are not facts, and tools and people distrust them.
Information only you have
What most distinguishes a page is what it says and others do not. Your way of working, the cases (with permission), the real questions you hear, the common mistakes you see. Copying text from other websites, or writing sentences that suit any company, gives pages with no reason to be cited.
Natural questions and answers
A section of frequently asked questions, written as people say them, with direct answers of two or three sentences, helps to answer concrete doubts. It does not guarantee they will appear in AI answers, but it is useful for readers. To find the right questions, read what questions your customers ask.
Signs of trust
- The date of the last update.
- An identifiable author or company, with contact details.
- Details identical to those on the Google profile and social media.
- Text in simple HTML, not hidden in images or PDFs.
What the technical structure can add
Structured data (such as FAQ or organisation markup) helps machines understand the page, and a file like llms.txt can point to the most important pages. But they are complements: without a clear page, they solve nothing. Tables and FAQs do not guarantee being included in answers.
How to test
Ask AI tools the questions a customer would ask about your service and see what they answer and from which sources. The article how to tell whether ChatGPT mentions your business explains how. And SEO vs GEO gives the general context. In Digital Marketing, service pages are the foundation of all this.
The first-sentence test
Open your main service page and read only the first sentence aloud. Would someone who does not know the company learn what you do, for whom and where? If not, rewrite it until it works. Then read the headings: do they tell the story of the page without the text? Finally, look for three verifiable facts (area, how to book, what is included). If you cannot find three, the page does not yet give enough information to be used, by people or by tools.
In short
- There is no guarantee of being cited, but there are ways to be easier to use.
- A direct answer at the start, clear headings and concrete facts.
- Your own information, real questions and signs of trust, such as the update date.
- Structured data and llms.txt are complements, not substitutes for a clear page.
Quick questions
Do I need a new page for each service?
It helps. One page per service, with a clear answer, is easier to read and cite than a list of services on a single page.
Can I ask an AI to write the page?
You can use it as support, but the content must reflect what you really know and do. Generic text gives nobody a reason to cite you.
How long until I see results?
There is no guaranteed timeline. A good page also helps those who arrive by other routes, which already justifies the work.
Want to see one of your pages as an AI would read it?
The exploratory call is a 30-minute conversation, at no cost. We read one of your service pages as an AI tool would. You keep the written summary.
Book an exploratory call