Why clear language keeps your website discoverable

You know how it goes: these days, someone no longer types a search query into Google, but simply asks ChatGPT or a similar assistant. That assistant provides an answer, and sometimes your company's name appears in it. Or it doesn't. That difference often lies in the text on your website more than you might think. Google and an AI assistant don't read your website in the same way. Google looks for words that match a search query and checks various technical signals. An AI assistant tries something different: it tries to understand what you do, for whom, and whether that matches the question someone is asking. Not matching keywords, then, but understanding meaning. What does that mean for your texts If your website is full of vague marketing language like 'innovative tailor-made solutions' or 'your partner in growth', an AI assistant has little to work with. There's no concrete information about what you actually do. A human glances over it, but an AI assistant can't do anything with it either: it can't infer whether you're a plumber, accountant, or furniture maker. So just write down what you do, for whom, and where. Are you a solar panel installer in the Utrecht region? Put it there literally like that. Do you only repair certain washing machine brands? Name those brands. Do you only work for businesses, not for private customers? State that explicitly. The more concrete and specific your text, the easier it is for an AI assistant to determine whether your business is a good answer to someone's question. A practical example Suppose someone asks an AI assistant: 'Which accountant in Eindhoven specializes in hospitality?' If your website doesn't literally contain 'Eindhoven' and 'hospitality' together anywhere, with some explanation of what you do for hospitality entrepreneurs, then the chances are slim that you'll appear in the answer. Not because you're not good at your work, but because the text doesn't make it clear. This is something you can check today. Open your own website and read the text on the homepage as if you knew nothing about your business. Is it literally there where you're located, what you do and for whom? Or does the text rely mainly on atmosphere and feeling? If it's the latter, that's not a disaster, but it is a missed opportunity to be found by people who nowadays ask their questions to an assistant instead of a search bar. The nice thing is that this doesn't require complicated technical adjustments. It's about plain, clear sentences. What you do, for whom, and where. That's how simple it really is. And it doesn't just help AI assistants, it also makes your website much clearer for ordinary visitors.