How to Create and Write Website Content for AI

With the widespread adoption and integration of AI, how search engines work has changed.

Today, they provide answers (they are fast becoming ‘answer’ engines vs. search engines), where credible and relevant information is collated and delivered directly to a searcher as a summary – rather than a list of links.

Some of those searchers may be satisfied with an easy answer, but others will not be. How do you ensure it’s YOUR credible and relevant information that they pursue, and YOUR site they interact with on a more detailed level…

That’s the challenge – how do you make sure that your website is AI ready, so you can continue to generate high quality website traffic, leading to a flow of enquiries and sales? Even though search engine users no longer need to click on links to find answers and links themselves are presented differently (often with a lower profile).

Making sure that your website works with AI is essential to ensure that your website is AI/Search ready, and puts you in a winning position…

What are LLMs and how do they work…

LLMs (large language models) are advanced AI systems, trained on enormous amounts of text data in order to read and produce human-like text in response to prompts or queries.

Google (Gemini), Bing (Copilot) and other search engines have begun to deploy LLMs to revolutionise the search playbook. Instead of presenting a list of relevant websites in response to a user’s search, AI overviews will present a direct answer instead.

How do search engines do this?

Search engines have always had bots which ‘crawl’ through webpages, systematically scanning the content on each page, and following any links to discover further pages.

This allows search engines to present the most helpful websites to a searcher, based on relevance, trustworthiness and quality.

Now, on top of this, LLMs understand the text of a webpage in more detail, before judging the pages authoritativeness, and present the information from the webpage directly to a searcher in a summarised form.

What does this mean for your website, and more importantly, for your business?

It may seem as though this new technology will decrease your websites effectiveness, allowing searchers to view your content without seeing a listing for or visiting your website and interacting with your online lead or sales generation strategies.

However, according to data from Google, AI systems are allowing them to ‘display a wider and more diverse set of helpful links’, resulting in higher quality ‘clicks’.

This should mean fewer bounces, and more time spent on your site for any given click.

This is due to searchers no longer having to decide if a site is relevant, as a link presented by AI in direct response to a query instils a confidence in the searcher that the website has what they require in answer to their search.

Traditional search is changing, with people expecting direct answers, not further searching. But it is not necessarily changing for the worse.

AI is mainly enhancing searching by transforming it into a more conversational and efficient experience for users, rather than completely replacing searching.

Traditional search engines and AI are expected to coexist in a hybrid mode – at least for the near future.

Therefore, it’s up to you to ensure that your website is ready to handle todays AI enhanced search engines.

How to Optimise your Website for AI searches

It might feel as though the necessary website changes could be a mammoth task and when you see your ‘blue links’ seemingly disappearing from view, the challenge may seem huge.

However, the best advice is indicating that the best practice techniques long used to optimise your website pages for SEO, are still relevant and valid when it comes to optimising your website for AI.

These practices, combined with a few small changes, will serve to place your website in a position to excel in today’s new AI era.

Here’s a summary for creating great website content and copy for AI enhanced search…

1. Create high quality content

Content is still King! This may seem like an obvious point, but creating high quality copy/content is still the key to doing well when it comes to both search engines and visitors. Perhaps not a huge surprise when you consider that searchers value high quality information above all.

Content and copy has long been seen as a poor relation in website development – with design, graphics and display wrongly prioritised. In other words – ‘how it looked’ was often given more weight by website owners and developers, rather than how valuable the website was to searchers and by extension search engines.

This has always been poor practice, but it is even more relevant now. AI does not care about your graphics; it’s your copy and structure it reads and values.

Making your copy informative, focused and uniquely valuable is what allows AI to confidently present it to a searcher.

2. Structure is vital

Your content (copy) needs to be structured in a logical and systematic way to maximise its AI potential.

• Utilise clear sub-headings to break up content, addressing one idea at a time.
• Use bullet points to list instructions and summarise key information
• And use highlighting to emphasise importance.

According to OpenAI’s documentation, AI breaks up text into 150-300 word sections, analysing each independently.

Breaking your text into similar sized chunks, and with shorter paragraphs, will allow AI to easily understand precisely what your web page covers and the value of it to the person initiating the search or query.

3. Write with clarity

AI does not appreciate overly flowery or complicated language (neither do readers for that matter).

Writing in a conversational tone, with less jargon and in a more direct manner, will allow AI to swiftly scan and understand your content.

The value of these practices has been great for your website for a long time now, but a refresh is certainly in order to ensure you website keeps up with the times.

More AI Specific Tips for Your Website

Here are some techniques to maximise the chances that AI recognises and uses your content…

1. Answer searchers questions directly

Be explicit as to the questions you are answering, and the problems you are solving. This convinces AI of your relevance to a searcher, making it more likely they present your information and cite your website in the answers they provide, along with providing a link.

According to a Google (Gemini) search…

To get links in Google’s AI answers (AI Overviews/AI Mode), you need to create ‘authoritative, well-structured content that directly answers user questions, focusing on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and relevance’.

2. Be credible

We’ve addressed how AI favours high quality, clear content. But AI will only ever use your content if it believes your information to be credible and trustworthy.

Ensure any content is well-researched, including valid facts and data to emphasise reliability and trustworthiness.

3. Avoid keyword stuffing

This old SEO ‘trick’ of stuffing key words throughout your content has long been poor practice (it creates a poor user experience for visitors and was penalised by search engines), but keyword stuffing now also negatively impacts the ease with which AI can read your content.

Keywords are necessary, but are better used when thoughtfully placed in headlines and sub-headings, rather than littered multiple times and unnecessarily throughout your copy.

Change is not just on the horizon, it is here.

However, the change is neither bad or good, but presents an excellent opportunity to refresh your website to make the most of a new generation of searchers using AI enhanced search engines.

The results seen from traditional SEO and traditional searches will likely drop, perhaps your site traffic will also drop for a time.

But a properly adapted website will allow you to appear in the AI overviews given by today’s search engines, directing interested and high-value searchers to your site, increasing the quality of your sites clicks, and improving its overall effectiveness.

Five Steps to Creating a Highly Profitable Website 

Having a ‘fit for purpose’ website is at the heart of good online marketing. 

In this article we review the secrets to creating a website that makes your online marketing strategy work.

Fail to follow these steps, and you run the danger of creating a website with a limited chance of performing its vital role in the success of your business. 

Whether you are starting afresh with a new website, or developing an existing site, this article will set you on the path to creating a ‘money making’ website for your business… 

Five Steps to Creating a Highly Profitable Website 

Sadly, many people approach the development of a website from completely the wrong angle. 

Often, their first step is to approach a web designer (frequently a graphic designer with web skills) to get a website put together for their business. 

From that point on, many decisions are made that significantly (and negatively) affect a business’s online marketing strategy by ‘fixing’ certain design elements of the website before crucial factors such as objectives, target market, strategy, marketing and ‘call to action’ are considered. 

This can severely limit the potential of your business to compete and win online. Here is a better way to design or review your website…

10 Biggest Marketing Mistakes that Could Be Costing You a Small (or large) Fortune 

When you review as many marketing campaigns – email broadcasts, websites, pay per click campaigns, posts, brochures, adverts and promotions as we do, you see some really excellent work. 

But you also get to see a lot of mistakes. Big mistakes. Costly mistakes. Howlers. 

And the crazy thing is, many of these are easily corrected. 

The simple marketing lesson we can all learn from this billion-pound sandwich chain… 

You may be thinking, what can I learn about marketing from a sandwich shop? 

Especially if your business is business-to-business (B2B), professional practice, services or manufacturing. 

But, this is a remarkable business, with something to teach us all.  

From a standing start in 1986, today there are more than 700 Pret A Manger outlets worldwide with a combined turnover of over £1.2 billion a year. 

To start and drive that growth, Pret did something remarkable with their marketing. 

Firstly, they didn’t advertise – you would never see them on TV, on the web, on Billboards or in any of the ‘normal’ places.

At least – they didn’t advertise externally. BUT, when you walked past or stepped into one of their outlets that was a different matter.

From the messages on the windows, to the posters on the walls, the packaging on the sandwich box, the side of the coffee cup and even on their napkins – Pret took every opportunity to explain what they did and why.

They literally created 99 little stories about the effort that went in (largely behind the scenes) into creating their sandwiches, pastries, coffee, salads and more. 

They called each of these stories ‘Passion Facts’ and numbered them 1 through to 99 – and then plastered them everywhere. 

Pret A Manger’s marketing magic – making the invisible visible.

Pret A Manger is a first-class example of business success (driven by great products and their excellent marketing – but definitely NOT price) achieved by what we call ‘making the invisible, visible’. 

Simply put, this means that they shout from the rooftops about the myriad of things they do behind the scenes to make their sandwiches, coffee, salads and more – what makes them special. 

And more importantly, why there are lots and lots of great reasons to buy from them frequently (and at a healthy price) when there are dozens of other options on every street corner and high street.

These ‘Passion Facts’ or stories were printed on their cups, napkins, sandwich packets, wall posters … they were quite literally the first thing you see as you enter the shop.

Here are some examples…

Caption for Sandwich Box: To ensure our food is fresh, every Pret has its own sandwich kitchen. We can’t bear the idea of a huge factory/depot thingy. Our sandwich and salad chefs rely on fragile, fresh and natural ingredients. We love the tricky stuff like fresh avocado, very crispy bacon and fresh salad leaves. Because we make in-house, you’ll not find shelf life and display dates on our salads and sandwiches etc. Passion Fact No.46

What they are doing here is making sure that they miss no opportunity to educate and explain to their customers why it is a great idea to spend around £6 to £7 on a Pret sandwich. 

And then more on a coffee and maybe a pastry.

And why it would be a great idea for you to keep on coming back day after day to do the same thing.

And let’s be clear – they rely on getting office workers to make as many as 10 to 15 visits to their shop each week to make their business model work. 

The thing is, you could do this as well

Sure, you may not have 99 Passion Facts like Pret. But could you think about and write down 5, 7 or even 10? 

There are probably countless ways that you, your team, and your business go the extra mile to give your customers outstanding quality, terrific service and great value – that you aren’t using as well as you should to EDUCATE customers and prospective customers why they should choose you and choose to stay with you. For years! 

If you do take the time to identify and articulate your ‘Passion Facts’, then you’ll have begun the vitally important task of setting your business apart from your competitors.

You’ll be giving your customers reasons to choose you, compelling reasons to come back and to continue using you, and reasons to refer you to other potential customers. 

And you’ll have some fantastic material (copy) to use… 

• On your website  

• In your sales proposals and quotes  

• In your marketing emails  

• At point of sale (for business-to-consumer like Pret)  

• In your advertising  

• In your Social posts 

• In fact, in all of your marketing collateral. 

The thing is, your ‘Passion Facts’ don’t even need to be unique to your business.

Often, you just have to be the first one to describe what happens ‘behind the scenes’, to get the competitive advantage.

You do that by making the invisible visible.

Go on, give it a go today and come up with just 5 things that your business does that benefit your customers that you don’t tell them about.

Here are some idea starters… 

• Maybe you use a more expensive component in manufacturing (perhaps brass instead of the standard steel) because although it costs you more, it gives the customer 10 years of failure free operation, rather than the typical 5? If so, proudly explain it, make the benefits and advantages (to the customer) super clear, and use it as an example of the incredible lengths you go to manufacture incredible (and great value) components or products. 

• Perhaps you insist on employing graduates with at least 5 years’ experience, whereas your competitors typically employ newly graduated people, who are learning on the job. You pay more for your people, but your clients get better results, faster – so even though your prices may be 20% to 30% more than some competitors, you team gets 50% more done and at a higher quality in the same time. If so – explain it or lose to ‘cheaper’ competitors. 

• Maybe you have invested in expensive IT systems or AI that eliminate or minimise mistakes, that get the work done faster, that produces better reports and information for clients? 

The thing is – if you are going the extra mile, if you’ve made the extra investment, have better systems, use better (but more expensive) components and FAIL to tell your clients and potential clients – then that is plain crazy.

People crave information. Correction, BUYERS crave information. 

Information that helps them make wiser, better decisions.  

Give it (great information) to them, and your marketing will fly. Keep it to yourself, and you’ll be forced to compete on price, and price alone, and will be considered as ‘just another supplier’.

Pret A Manager takes every opportunity to tell, sell, explain, educate and inform their customers.

The Result? 

They are a thriving business. They don’t compete on price. They are growing fast (10% in 2024). They have a hugely loyal customer base.  

And their main form of marketing has been their point-of-sale advertising that makes the invisible visible. 

Note and Links 

Oddly enough, today Pret seem to have backed away from printing their Passion Facts in their stores. Maybe when you are over a billion in annual sales you are big enough for the brand and customer loyalty you have built to carry you.

BUT – they still have these stories in the business, for example on their website, so you can check them out for some inspiration.  

You can check them out here… 

Their food…

And their coffee…

How to Find Customers Who WANT to Buy from You

When it comes to getting more customers who want to buy from you - here is a time-proven approach that almost any business can take.

This will set you apart, and allow you to win when your competitors are struggling and complaining about ‘tough times’.

1. Tell Your Magic Story

Here at Results Corporation, we often find that most businesses simply don’t tell their ‘magic story’. 

Their prospects don’t know what they do, or in many cases, even care. Not because they don’t want to buy. But because they’ve not been given reasons to buy. 

Read more about how to tell YOUR story, how to make the ‘invisible visible’… 

Once you’ve articulated your compelling ‘magic story’, then you’re ready to go out into the marketplace to excite new prospects with what you do.

5 Ways to Identify Marketing ‘Winners’ and ‘Losers’ in Your Business  

You’ve probably heard the famous quote from American department store magnate John Wanamaker. 

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” 

Well, Mr Wanamaker was probably wrong – based on the numbers we get from clients when they first start to really measure advertising results, he was being very optimistic.  

It is usually much, much worse than half being wasted. 

And even if Mr Wanamaker was right – he missed two crucial points… 

1. In most businesses – with a little discipline and effort you can and should know what doesn’t work.
2. The biggest cost for Mr Wanamaker was not the small (or indeed large) fortune he was spending on advertising that didn’t work – it was probably the ‘opportunity’ cost of not doing more of that which worked. 

If you know what works, and you can predict that for every £1 you invest in advertising or a marketing strategy you get £10, £20 or even £50 back – then you can simply ‘recycle’ your £1 as quickly as you can, maximising returns. 

Painfully common mistakes 

Another way to look at it is to consider two of Jay Abraham’s (America’s highest paid marketing consultant) ten biggest marketing mistakes… 

1. Continuing to run marketing that doesn’t work.
2. Failing to continue to run marketing that does work.

When we work with new clients, we ask them to analyse the results they get from everything they do to promote, advertise and market their products and or services.  

Typically, we find three or four opportunities to save money immediately by cutting expensive marketing that isn’t working, and which shows no signs of life. 

And we typically find five or six opportunities to get more new clients, more sales and more profit from activities they are already doing, which are already working, but which they seldom use or don’t use as frequently as they should.  

This is a great way to rapidly increase sales! 

And then there are those strategies that are ‘near misses’– they make modest returns but can be optimised and fine-tuned for maximum profit by changing the targeting, headlines, offers, copy or strategy. And if they then fail to improve, they can be cut. 

When you ask the right questions (as we do), these opportunities for cutting costs and getting better outcomes become very obvious. 

So what are the RIGHT questions? 

Here are 5 (of many) questions that we ask new clients, and which you can ask yourself. Do a 5 minute ‘wastage’ check on your business right now…

1. Do you measure cost per lead? – on all of your lead generation activities? Which are most expensive, which are the cheapest, and which are the best quality? You can determine ‘quality’ by asking yourself the following…

2. Do you know your true conversion rates? Many business people, when asked, will say they have ‘good’ conversion rates and often quote 25%, 33%, 50% or more. But they are often wrong.

They are quoting the conversion rate from quote to sale. Your true conversion rate is from lead to sale. Check it out now. What you find may shock you, but could also seriously enhance your wealth.

Why lead to sale? Because your costs (direct and indirect) start with handling enquiries and leads, so you need to track back to that point for a true conversion number.

3. What is your cost of acquisition? How much does it cost to get a new client? How does each lead generation strategy compare? 

Typically you will find a ten times variation between different lead generation strategies such as Pay Per Click, Exhibitions, Email, Direct Mail, Social Media and so on.

4. What is your allowable cost of acquisition? Many businesses overlook highly profitable marketing campaigns because they don’t understand how to calculate the success. 

A success is an activity that produces new clients within your allowable cost of acquisition – the level at which you are prepared to pay, on average, to get a new client. Which you can calculate when you understand…

5. What is your client’s lifetime value? As an example, a new client asked me to review a ‘failed’ marketing campaign. They targeted 1,700 firms for their professional services and ‘only’ received five requests for an appointment, one of which didn’t even go ahead. 

Of the four that went ahead, two became clients. A very disappointing and discouraging result, they felt. 

However, when they understood that each of those new clients would probably stay for four years (the average lifetime of a client), with an average spend of £4,000 per year each and that the total value of that ‘failed’ campaign was £32,000 in new revenue for a cost of about £1,000 in marketing – they suddenly understood that they had their hands on a potentially very lucrative marketing strategy.  

And when they realised that this could be done every month, generating over a year some £384,000 in future business for a cost of about £12,000 – things got very interesting.  

They almost ‘wasted’ this very successful marketing campaign – because they failed to evaluate it correctly by calculating cost of acquisition and lifetime value. 

Its time for action 

In our experience, this scenario is the biggest cause of wastage in most businesses – failure to identify and fully exploit truly successful (but apparently failing) marketing campaigns. 

It’s time to ‘know your numbers’, do the sums and make good decisions. 

Cut those activities that cannot and do not generate profits and exploit those that will truly enrich you. 

Marketing is not about ‘getting your name out there’. 

Marketing is not about ‘creating awareness’. 

Marketing is a not about ‘building a brand’. 

It’s about Return On Investment.  

When you put a pound in, how many do you get back? And, how soon?  

Only when you truly understand this, and manage and develop your marketing on using the same hardheaded principles that you use in other areas of your business – will you be able to say that your business is fighting fit and ready to survive and indeed thrive in the challenging times ahead.

Why It’s Worth Staying in Touch with Your Prospects 

Why just 8% of Sellers win 60% of the orders 

Michael LeBouef in his book ‘How to Win Customers and Keep Them for Life’’ offers an eye-opener regarding people’s buying behaviour that will shock many salespeople and sales managers too. 

He reveals statistics that show that when it comes to following up and securing an order, the vast majority of salespeople and businesses STOP asking for the business long before the buyer is ready to buy. 

How can this be? 

It’s down to a chronic misunderstanding of how buyers like to buy, and a misconception by the sellers about how the salesperson will be perceived. 

Let’s dive into this… 

First the numbers from Michael’s book, then the reasons.  

The numbers in the graphics below show that while a significant majority of buyers say no at least 5 times before they buy, when it comes to following up and asking for an order, the vast majority of sellers QUIT way before the buyer is ready to decide. 

In fact, sellers stop communicating at an alarming rate… 

After just 4 no’s, 92% of sellers have quit! 

All that may sound perfectly reasonable, after all if the prospective buyer isn’t budging or moving forward, and your attempts to secure an order or even to get positive engagement are being pushed back or ignored, then it seems perfectly reasonable to think ‘we don’t want to be pushy’, or ‘they aren’t interested’ or ‘I don’t want to get into the hard-sell’. 

However, when we understand that MOST buyers are ‘slow buyers’ (they like to take the time to make decisions, collect information, consider their options) and most salespeople and companies are by nature ‘fast buyers’ then we see why these misconceptions can form.

That’s understandable, except those misconceptions affect behaviour, which is why sellers stop trying way too soon. 

The sellers think – I’ve been in touch 4 times over X amount of time with email, voice mail and I even spoke to them at the beginning, if they aren’t responding now then they’re not interested. 

Next new lead please! 

Sellers are stopping when they think it’s right, not based on the facts that buyers will buy on their timetable, not ours. 

So when you consider that 60% of people say no five times before they say ‘yes’ when dealing with sellers you can see why 92% of salespeople and businesses have stopped asking for the order BEFORE the customer is ready to buy.

Source: How to Win Customers and Keep Them for Life – Michael LeBoeuf, Ph.D. 

Which is why just 8% of sellers (salespeople and businesses) who have the patience, skill and understanding to gently, professionally, helpfully and thoughtfully stay in touch – are still engaged when 60% of buyers are ready to buy. 

In fact, evidence from our own clients shows that eight steps or more are often required to get a prospect to a ‘yes’. And that usually involves combining all types of contact mediums including email, messaging, phone, direct mail and face to face. 

So no matter what your sales process and follow up process, be prepared to develop and systemise multi-step strategies. Or be prepared to have someone else take the sales you should have earned.

6 Steps Towards Building the Perfect Sales Team

If you employ salespeople, then improving their performance, even modestly, can have a dramatic and positive effect on your business. 

For example, if you employ 10 salespeople and the 5 worst performers increased their conversion rate from 2 in 10, to 3 in 10, then you have a 50% increase in sales from half your sales team. 

And the good news is that you wouldn’t have had to pay for any additional advertising or marketing! 

Very often the ‘star’ salespeople on your team perform at 50% to 120% better than your average salesperson. 

With the correct training, even an ‘average’ performer can enjoy spectacular sales achievements.  

By applying these skills, they could literally double their face-to-face sales figures and in doing so significantly increase sales without spending an additional penny on your marketing. 

Here’s how…

How would you develop a Service Strategy in your business?  

Developing a Customer Service Strategy is not just a ‘nice to have’ (of course it is – we all want to deliver great service), done right, it is a super powerful way to boost revenue, profits and the value of your business. 

Having a great service strategy is a ‘must have’ when it comes to maximising the lifetime value of your customers, generating lots of positive word of mouth referrals, winning 5-star reviews and growing your business. 

In its simplest form, developing a service strategy means articulating the following for your business… 

• what service and quality means in your organisation  

• why that service standard is important to your desired customer  

• and what’s at stake for your organisation and your people if you don’t pull it off – consistently. 

The first step in that must be … REALLY understanding who it is you are serving, or want to serve … your ideal customer or client.  

Magic Moments – what are they and do they really work? 

Magic Moments are a brilliant way to really deeply connect with clients and prospects.  

Often, for a very small cost, and at a tiny fraction of the additional revenue and profit that can be generated. 

It’s a strategy (yes, it is a strategy) that can develop really strong bonds with clients that makes it harder for the competition to get to them, secures the relationship and wins you more referrals, 5-star reviews and repeat business. 

The way to do this is to add some fun, smiles, and a good dose of the unexpected and delightful into interactions with your clients. 

What are Magic Moments?