AI assistants and recommendation engines are quickly becoming the new “front door” to businesses. In fact, 58% of consumers now prefer generative AI tools over traditional search engines for product and service recommendations, according to the Capgemini Research Institute. This shift means your written content increasingly determines whether AI platforms surface or overlook your business.
People now ask things like, “What’s the best ___ near me?”, “Which tools help with ___?”, or “What companies can help us do ___?” These queries used to be typed into search bars; now they are spoken directly to AI assistants, which instantly scan and summarise available information to give tailored answers. As a result, the businesses that get recommended are the ones whose written content clearly communicates what they do, who they serve, and why they’re credible.
Whether users end up on Google’s AI Overviews, ChatGPT, Perplexity, or another assistant, all of these platforms work similarly: they read, summarize, and connect the information that already exists about you.
So the question becomes: how do you write about your business so AI tools want to recommend you?
This guide walks through the core principles, practical examples, and a clear checklist to help make your business more “AI-discoverable” and recommendable.
AI tools don’t experience your brand the way humans do. They don’t absorb mood, tone, visuals, or personality first. Instead, they build their understanding almost entirely from the words associated with your business across the internet.
They read the text on your website, the descriptions in your business listings, the language customers use in reviews, the details shared in articles or interviews, and even the short snippets in your social bios.
Every sentence becomes a data point that helps AI answer the questions people ask every day, questions like:
If the information about your business is vague, overly clever, inconsistent, or scattered, AI is left guessing. That makes it harder for the system to confidently identify:
But when your writing is clear, concrete, and consistent across platforms, AI tools can quickly recognise your expertise, match you to relevant queries, and include your business in recommendations.
In other words, the clearer you communicate, the easier it is for AI to advocate for you.
Writing for AI isn’t about sounding technical or robotic. It’s about communicating in a way that makes it easy for AI tools to understand, categorise, and confidently recommend your business.
At its heart, AI-friendly writing is clarity-first and evidence-driven, which is the opposite of vague marketing jargon.
Here are the four principles that make the biggest difference:
Clever taglines and poetic mission statements may impress humans, but they rarely help AI understand what you actually do. If the only line on your homepage is something like “Reimagining the future of growth,” an AI assistant has nothing concrete to latch onto.
Be direct. Use simple language to state your offer, like: “We help ecommerce brands increase repeat purchases through personalised email marketing.”
This gives AI a precise understanding: who you serve, what you deliver, and how you do it.
AI systems work well on specifics. The more clearly you name your audience, problem, solution, sector, and location, the more confidently an AI assistant can match you to a user’s query.
For example, instead of: “We offer sustainability solutions.”
Try: “We help Kenyan fashion retailers measure and reduce their carbon footprint.”
Specific language signals relevance, and relevance drives recommendations.
Your business should sound like the same business everywhere. If your website calls you a “business tech advisory,” but your LinkedIn page says you’re a “creative design agency,” AI won’t know which one to trust, and may choose neither.
Use consistent phrasing across your website, social profiles, directories, and partner listings. This builds a strong, unified “profile” in AI systems’ eyes.
AI is trained to prioritise information that answers real questions. Over-hyped copy, full of buzzwords and abstract promises, is less likely to be quoted or recommended.
Write content that genuinely helps your target audience understand:
Useful, practical answers make your content more “AI-friendly” and more valuable to humans at the same time.
Before any AI system can recommend your business, it needs to understand you in one simple, unmistakable sentence.
This is your core positioning sentence - a clear, direct line that gives both humans and AI a firm handle on who you are, what you offer, and who should care.
The easiest way to create it is with a straightforward formula:
We help [specific audience] achieve [specific outcome] through [specific product/service] in/for [location or niche, if relevant].
This one sentence should do a lot of heavy lifting. When written well, it instantly conveys relevance and makes you discoverable for the right queries.
Here are a few strong examples:
Notice how each example clearly names an audience, a problem or outcome, a solution, and sometimes a location. This level of clarity is gold for AI platforms, which rely on concrete signals to match businesses to user queries.
Once you have your positioning sentence, use it consistently across all major touchpoints:
The more consistently you repeat this clear, factual statement, the more confidently AI tools can understand and recommend your business, exactly when people are looking for what you do.
When AI assistants scan your online presence, they don’t read everything equally. Certain pages carry far more weight because they give the clearest clues about what your business does, who you serve, and why you’re credible.
These are your high-impact surfaces - the places AI tools read first and trust most.
Below is how to optimise each one so AI can confidently understand and recommend your business.
Your homepage is your single strongest discovery asset.
Ask yourself: Can an AI assistant understand what this business does, for whom, and where, in just one or two sentences from this page alone?
If not, you’re missing a major opportunity.
Focus especially on what appears above the fold, because AI often prioritises this section. It should include:
Here’s an example of a homepage introduction that works beautifully for both humans and AI:
[Business name] helps Kenyan ecommerce brands reduce delivery emissions and packaging waste through data-driven logistics optimisation and sustainable packaging design.
We have helped over 150 brands cut shipping emissions by up to 30% while maintaining customer satisfaction scores above 4.8/5.
From this alone, an AI assistant could confidently generate a recommendation like: “You could work with [Business name], which helps Kenyan ecommerce brands reduce delivery emissions and packaging waste through logistics optimisation and sustainable packaging design.”
Once the homepage tells AI what you do, the About page helps AI understand who you are and why you’re trustworthy. This page often functions as the “context layer” AI relies on when assessing your legitimacy and expertise.
To strengthen it, include:
Compare these two examples:
Less helpful:
“We are passionate about innovation and making the world a better place.”
More helpful:
“Founded in 2019, we are a team of sustainability specialists and software engineers helping Kenyan businesses measure and reduce their environmental impact.”
The second version gives AI concrete, verifiable facts, which dramatically boosts your recommendability.
Each service or product page should make it effortless for AI to identify what you’re offering and who it’s suited for. Think of these pages as answer sheets for AI assistants.
Each page should clearly address:
A powerful trick is to frame your headings the same way people phrase their questions:
AI tools routinely lift text from beneath these headings and use it directly in their responses. When written clearly, it’s almost like pre-writing the recommendation you want AI to give.
If there’s one page designed almost perfectly for AI systems, it’s your FAQ. FAQs answer real user questions in plain, direct language - exactly the style AI prefers and prioritises.
Collect questions from:
Then write clear, concise, factual answers. Imagine each answer being quoted exactly as you wrote it.
For example:
Q: Do you work with small businesses or only large enterprises?
A: We mainly work with mid-size businesses (50–500 employees), but we also run tailored pilot projects with smaller teams if the scope is well-defined.
An AI assistant could easily transform that into:
“Yes, they primarily work with mid-size businesses but also offer pilot projects for smaller teams.”
That’s the power of a well-crafted FAQ - it becomes AI-ready content by default.
Beyond your core website pages, your blog is one of the most powerful assets you have for AI-driven discovery. While service pages help AI understand what your business does, your blog posts help AI understand how knowledgeable, credible, and relevant you are.
When people ask detailed questions, AI looks for rich, structured information, and blogs often provide exactly that.
Service pages communicate your offering. But blog posts demonstrate your authority.
It's advisable to publish helpful articles that answer the questions your audience is already asking. This shows AI systems that you understand your field at a deeper level. It makes them more confident about recommending your business.
AI scans the web for posts that break down niche-specific information clearly. If your blog includes how-to guides, explainers, frameworks, or step-by-step content, AI is far more likely to surface your insights and connect them back to your services.
Each blog post gives AI a new way to find, understand, and reference your business. The more quality posts you have, the more touchpoints AI can use.
A website with only a homepage and two service pages gives AI very little information. A website with 30 thoughtful blog posts gives AI dozens of signals, examples, and ideas to pull from, increasing your visibility across a wide range of user queries.
Unlike humans, AI doesn’t connect emotionally first; it connects logically. That means the best-performing blog posts are:
This style makes your content easy for AI to quote, summarise, and recommend.
Across platforms like ChatGPT, Google AI Overviews, and Perplexity, the blog formats that appear most often in responses include:
These formats mirror the way people phrase questions, making them ideal for AI visibility.
If you want AI tools to surface your business for “near me” searches or industry-specific queries, you need to make your location and specialisation unmistakably clear.
AI can only recommend what it can confidently identify, so your writing must send strong, consistent signals about where you operate and which niches you serve.
Location still matters enormously in AI-driven discovery. Whether you work locally, regionally, or globally, AI tools look for repeated mentions of your geographic footprint before recommending you for queries tied to a place.
Include your location clearly and consistently across your key surfaces:
These repeated signals tell AI: “This business is relevant for people searching in this specific location.”
Beyond location, industry specialisation is one of the strongest factors AI uses to determine relevance.
If you serve a niche, say it - clearly, directly, and more than once. This helps AI match your business to users who need exactly what you offer.
For example:
The more explicitly you name your verticals or use cases, the easier it is for AI to place you in the right category and recommend you for highly specific queries.
AI recommendations rely on clarity, consistency, and certainty. When your writing repeatedly reinforces where you operate and who you serve, AI systems become far more confident that you are a good fit for particular users and queries.
That confidence translates directly into more visibility, more recommendations, and more qualified leads.
AI assistants don’t rely on your website alone. They cross-reference their findings with trusted sources, including search engine listings, industry directories, marketplace profiles, and partner portals. These external profiles serve as verification points, helping AI systems confirm who you are and what you do.
To make the most of this, your writing across all listings needs to be consistent, keyword-rich, and complete.
One of the quickest ways to confuse an AI assistant is to describe your business differently on every platform.
If your website says you’re a “digital marketing consultancy” but a directory lists you as a “data analytics agency,” an AI system might not be confident enough to recommend you at all.
Your core positioning sentence should appear, or be adapted, consistently across:
Consistency builds trust in AI platforms.
AI uses keywords much like humans do, as clues that your business is relevant to a specific audience or query. Make sure your listings naturally include your:
Not as keyword stuffing, but as clear, confident descriptors.
Incomplete or outdated listings weaken your credibility in the eyes of AI. Ensure each profile includes:
A business with consistent, up-to-date information across platforms is far more likely to be surfaced in AI-driven recommendations.
To make this easy, use a clear 30-40-word description that captures your positioning and credibility in one go:
“[Business name] helps [audience] achieve [outcome] through [main services/products] in/for [location/sector]. We [evidence or differentiator], working with [type of clients or industries] to deliver [key results].”
Here’s how that looks in practice:
“GreenPath Advisory helps Kenyan SMEs measure, reduce, and report their carbon emissions. We combine climate science and software tools, working with retailers and manufacturers to align with net-zero targets and industry regulations.”
This type of description is clear, factual, and easy for AI tools to recognise, making it far more likely that they’ll recommend your business to the right audience.
AI systems don’t just look at what you say about yourself; they pay close attention to what others say about you.
Social proof is one of the strongest trust signals available, and when it’s written with concrete detail, it becomes incredibly powerful for AI-driven recommendations.
Vague praise helps a little. Specific evidence helps a lot.
Encourage customers to give feedback that goes deeper than: “Great team, highly recommend!”
AI struggles to interpret generic compliments because they don’t reveal what you actually delivered. Instead, guide clients to describe:
For example:
“They helped us measure our carbon footprint for the first time, then cut emissions from shipping by 18% in 12 months.”
This kind of detail gives AI clear, factual data to work with, making it far more likely to recommend you for similar queries.
Case studies are another goldmine for AI because they package your expertise in a structured, easy-to-understand format. On your website, structure them around:
A well-written case study might lead an AI assistant to say:
“[Business name] helped a mid-size Kenyan retailer reduce shipping emissions by 18% in 12 months.”
That’s exactly the kind of summarised recommendation you want AI to generate.
Every specific number, industry detail, or problem-solution pair strengthens the signal AI uses to understand your capabilities.
The clearer the evidence you provide, the more confidently AI can match your business to relevant user needs, and the more often you’ll show up in recommendations.
AI doesn’t just read your website, it pulls information from across the entire internet. Your homepage, your LinkedIn bio, your directory listings, partner pages, guest articles, event profiles… it all becomes part of the picture AI builds about who you are and what your business does.
That means consistency isn’t just good branding, it’s essential for AI visibility. When your messaging varies wildly from platform to platform, AI systems become less confident about your identity and are less likely to recommend you.
The easiest way to ensure consistency is to develop a set of reusable descriptions of different lengths. These become your “source of truth” for all public-facing platforms.
Here’s a simple structure:
Short, sharp, and instantly clear.
Example: “Carbon reduction strategy for growing Kenyan businesses.”
A concise summary of what you do and who you serve.
Example: “We help UK SMEs measure, reduce, and report their carbon emissions through software-guided climate action plans and expert support.”
Adds a little more detail, such as how you work or what makes you different.
A complete overview, ideal for About pages, directories, PR, and partner listings.
Once you have these four pieces, apply them consistently across your key surfaces:
This repetition helps AI systems form a clear, stable understanding of your business - strengthening your profile in both training data and retrieval layers.
AI tools rely on patterns. When the same messages, keywords, and descriptions appear across multiple trusted sources, AI gains confidence that your information is accurate.
That confidence translates into more frequent and more precise recommendations whenever users ask for help in your domain.
Even if you have great services and a strong brand, certain writing habits can make your business almost impossible for AI assistants to understand and recommend.
These pitfalls are surprisingly common, but also easy to fix once you know what to look for.
A beautiful tagline might impress visitors, but if it’s the only line that describes your business, AI will struggle to figure out what you actually do.
Statements like “Reimagining the future of possibility” offer zero actionable information.
Make sure your site includes clear, factual sentences that spell out your audience, your offering, and your value.
If you frequently rewrite your positioning from scratch or describe your business differently across platforms, AI loses confidence in its understanding of you.
Consistency builds recognisability. Fragmentation erodes it.
Statements like: “We work with businesses of all types, in all sectors, on any challenge,” may sound flexible, but to AI, they’re a red flag, because they erase any sense of focus.
AI needs to know who you're especially right for, not who you’re hypothetically available to.
Phrases like “synergistic,” “holistic,” “purpose-native,” “future-ready,” or “innovation-led paradigm shifts” might sound impressive, but they give AI very little to work with.
Stick to grounded, practical language: what you do, who you serve, and how you deliver value.
Old service pages, stale blog posts, and outdated pricing pages can confuse AI about what you offer right now. If a page says you provide something you no longer deliver, AI may treat that as current information.
Regularly audit your site and archive or update old content to avoid mixed signals.
You don’t need a full rebrand or months of rewriting to become more visible to AI assistants. With a focused approach, you can improve your AI discoverability in just one week.
Here’s a simple seven-step plan to follow.
Start with the foundation: one crisp line that states who you help, with what, and how. This sentence becomes the anchor for every other piece of content you create.
Make sure the first thing people, and AI see includes your audience, the problem you solve, your solution, and your location. Keep it plain, direct, and unmistakably clear.
Add the essentials that build trust: your founding year, where you’re based, the sectors you serve, and any credibility signals such as certifications, partnerships, or awards.
Pull together 10–20 real questions your customers ask and answer them in simple, straightforward language. These FAQs often become the exact sentences AI tools quote.
For each major offer, make sure you answer: What is this? Who is it for? How does it work? What results can it deliver?
This clarity helps AI understand and match your services to the right queries.
Create four reusable versions of your business description - a tagline, 30-word, 60-word, and 120-word version. Use them consistently across all platforms to reinforce your identity.
Update your Google profile, directories, social bios, and partner pages, so they reflect your new, consistent positioning and keywords. These profiles act as verification sources for AI systems.
Do these seven steps, and you’ll give AI platforms a far clearer, more confident understanding of your business - making it much easier for them to surface you when people are searching for exactly what you do.
Faith Sayo is a content strategist and content writer specialising in clarity-driven, search-smart business communication. She has experience helping both global and local companies articulate their value across digital platforms in ways that people and AI systems can instantly understand.
She has also helped brands improve their SEO performance from negligible visibility to over 70% search discoverability through clear, structured, and strategically written content.
Faith blends storytelling with practical strategy to help businesses show up, stand out, and get discovered in the new era of AI-powered search.
If you want your business to be more visible in AI recommendations - whether on ChatGPT, Google’s AI Overviews, Perplexity, or other emerging platforms - Write2Rank can help you get there. We specialise in transforming your content into language that both humans and AI can understand, trust, and confidently recommend.
We are experts in:
Whether you’re a small business, a scaling brand, or a niche specialist, we can help you turn your expertise into content that ranks, gets referenced, and gets recommended by both search engines and AI systems.
📩 Email: hello@write2rank.co.ke
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