It needs to be said.

If your website reads like a long-winded version of your business card, it’s not helping anyone.

“We’ve been serving the community for 20 years.”

“We offer a wide range of services.”

“wE’rE pAsSiOnAtE aBoUt QuAliTy!”

That’s nice.

But here’s the problem:

AI search tools don’t care about your business talk.

They care about who you help, what problems you solve, and how you explain it like a human being.

And importantly, so do your customers.

When someone’s searching online – whether on Google, Perplexity, or Copilot – they’re not looking for a paragraph about your values.

They’re looking for answers.

Things like:

• How much does it cost?
• How long will it take?
• Will it actually work for me?
• Do they serve my area?

And if your site doesn’t help answer those kinds of questions quickly and clearly?

Well, AI just skips over you.

And so do your ideal clients.

Here’s what to do instead:

• Start every page with what the customer needs – not what you want to say
• Use plain language. No fluff, no filler
• Turn every service into a solution: “We offer deep tissue massage” becomes “Got back pain? We help hundreds feel better every week”
• Add 2–3 FAQs to every service page — it takes minutes, and AI loves it

Your website should talk to people, not at them.

Flip the approach. Make it about them.

Because the businesses that speak to the customer are the ones that actually help them get what they came for.

If you need help with this stuff, well… this is what we do.

We’ve got a lot more free advice like this rolling in every day. Check out some other posts, including this one below 👇