Why clear texts help AI assistants

When someone asks ChatGPT or a similar assistant where to find a plumber nearby, or what a particular service involves, that assistant gets its answer from somewhere. Often from websites. And the way that text is written determines whether your business gets mentioned or not. Google and AI assistants don't work the same way Google has been about search terms, links and technology for years. That remains important. But an AI assistant does something different: it reads a page, tries to understand what exactly is stated there, and formulates an answer from it. No ranking, no links, just text that is summarized or quoted. That means vague or promotional texts work less well. A sentence like 'we offer the best service in the region' tells an AI assistant nothing concrete. There is no fact in it that it can take over. A sentence like 'we repair central heating boilers within 24 hours, also at weekends' does. That is something that can be literally quoted when someone asks who can repair a boiler at weekends. What you can do today Check which pages on your website contain marketing language without concrete content. Look at sentences that sound like advertising but say nothing about what you actually do, for whom, and under what conditions. Replace them with factual descriptions. For example, don't describe that you deliver 'excellent service', but what that service entails. Not that you are 'experienced', but how many years you have been doing the work or what kind of jobs you typically take on. Not that your products are 'high quality', but what material they are made from or what warranty comes with them. This is not a matter of writing more text. Often it is less text, but with more content per sentence. An AI assistant can make better use of a short, factual paragraph than three paragraphs listing benefits without details. The nice thing is that this also works for regular visitors. Someone who visits your website to check if you are the right person for a job also prefers a concrete answer to promotional text. What works for AI assistants usually also works for people who are in a hurry and quickly want to know if you can help. You don't have to do this for your entire website all at once. Start with the pages that are visited most often, or the pages that describe what sets your business apart from similar businesses. Rewrite the vague sentences to facts on those pages. That is a small adjustment you can make yourself, without needing to hire a copywriter for it.