Why clear texts are becoming increasingly important

More and more people are no longer searching solely via Google, but are asking a question to an AI assistant like ChatGPT or Copilot. That assistant searches the internet for answers and in doing so also uses websites of businesses, like yours. This means that the text on your website is not only read by people, but also by software that tries to understand what your business does. That calls for something different from what we've been used to for years. In the past, many entrepreneurs wrote their websites with lots of adjectives and vague promises: market leader, highest quality, personal approach. For a person who already knows what they're looking for, that wasn't a problem. For an AI assistant trying to gather facts, such text is difficult to use. After all, it doesn't explicitly state what you do, for whom, and where. What works better Think about the questions a customer would ask. Not 'we provide high-quality service', but 'we repair washing machines in the Utrecht region, also on Saturdays'. Not 'our expertise', but 'we've been working with plumbing companies in construction since 2015'. Concrete sentences with a name, a place, a service and possibly a time reference are exactly the kind of information that both Google and an AI assistant can pick up and pass on to someone who is searching. It also helps to make clear on each page what that page is about. If you have a page about your services, simply put a sentence at the top that summarizes what's on that page. Not to write beautifully, but to make it immediately clear to a reader, and to software that summarizes the page. What you can do today Go to the main pages of your website: the homepage, the page with your services, and the contact page. Read them as if you're not the owner, but a new customer hearing about your business for the first time. Is it clear what you do? Is it clear for whom? Is it clear where you do it? If the answer is no, that's not a problem you need to solve completely today. Start with one page. Rewrite the first paragraph so that someone who knows nothing about your business understands within two sentences what you do. Leave the fancy words aside for now and write down what actually happens in your business. This is not a matter of tricks or technical adjustments. It's about something simple: write down what is true, as concretely as possible. That's exactly the information that's useful for a visitor who wants to know quickly whether you're the right party, and just happens to be for the software that increasingly stands between that visitor and your website.