Google’s job is to sell clicks.
Your job is to create demand at predictable cost and hit ROI.
Those objectives overlap sometimes.
But they don’t always align.
That’s why “recommendations” like broader targeting, higher budgets, and more automation can look smart on paper… while quietly pushing your costs up.
E-commerce is a strange business.
You can have a great product, strong pricing, and solid traffic…
and still lose the sale for reasons that have nothing to do with the product itself.
Online, customers can’t touch, test, or ask a quick question.
So they buy the next best thing: confidence.
This article covers six trust signals that make buying feel easier, and conversion improve.
How many times have you used ChatGPT to research a product or service recently?
Your customers are doing the same.
If your website is unclear to people, it’s unclear to AI too.
And the businesses that win won’t be the loudest. They’ll be the clearest.
How to turn up in AI search
Your customers are using ChatGPT to research. Is your business showing up?
How many times have you used ChatGPT to research something recently?
A product.
A supplier.
A service.
A decision you didn’t want to get wrong.
Your customers are doing the same.
And that changes what “being visible online” means.
Because people aren’t only searching on Google anymore.
They’re asking questions.
And they’re expecting clear answers.
What people are actually doing now
This is how buyers are using AI tools in real life:
“Who’s the best [service] company in [location]?”
“What should I look for when hiring a [supplier]?”
“Compare [option A] vs [option B]”
“How much should [service] cost?”
“What are the risks if I choose the wrong provider?”
It’s research.
But it’s faster.
And it’s more direct.
The uncomfortable bit
If your website is unclear to people…
…it’s unclear to AI too.
AI tools don’t reward hype.
They reward clarity.
They look for:
what you do
who it’s for
proof it works
how it works
what it costs (even roughly)
If your site doesn’t say it clearly, you won’t be recommended clearly.
The simple step most businesses haven’t done yet: add an llms.txt
This is a quick win.
An llms.txt file is a small file you add to your website.
Its job is simple:
it helps AI tools understand your site content properly.
Think of it as a tidy, plain-English guide to your most important pages.
Not a magic trick.
Just good housekeeping.
What to do
Ask your developer (or web team) to:
Add an llms.txt file to your website
Include links to your key pages, such as:
your main service pages
your case studies
your about page
your contact page
your pricing page (if you have one)
Keep it updated when the site changes
That’s it.
The bigger win: make your site easier to understand
Most websites are built to look good.
But the best ones are built to be understood.
If you want to show up in AI-driven research, focus on these areas.
1) Make your offer obvious
Can someone answer this in 5 seconds?
What do you do, and who do you do it for?
Good:
“We help UK manufacturers generate more qualified enquiries through paid search and conversion improvements.”
Not great:
“Helping businesses grow with innovative marketing solutions.”
2) Add outcomes, not just services
Service lists are fine.
But buyers want to know:
what changes after they hire you?
what does success look like?
what do you improve?
3) Show proof early
Most sites hide proof.
Don’t.
Add:
short case studies
numbers where possible
testimonials with detail
logos (only if they’re real and relevant)
Proof builds confidence.
Confidence drives action.
4) Explain the process
People don’t just buy results.
They buy the feeling that the process will be smooth.
Add a simple “How it works” section:
Step 1: Discovery
Step 2: Plan
Step 3: Delivery
Step 4: Review and improve
No fluff.
Just clarity.
5) Add FAQs that match real questions
FAQs aren’t there to fill space.
They’re there to remove doubt.
Good FAQ topics:
How long does it take?
What does it cost?
What do you need from us?
What makes you different?
What results should we expect?
The content AI loves (and buyers love too)
If you want to get ahead of this, create content that helps decisions.
Not content that tries to impress.
Strong examples:
“How to choose a [supplier/service]”
“How much does [service] cost in the UK?”
“Common mistakes when hiring a [type of provider]”
“[Option A] vs [Option B]”
“What good looks like in [your service]”
This kind of content does two jobs:
It attracts the right people
It helps them buy with confidence
A quick test you can do today (10 minutes)
Open ChatGPT and ask:
“Who are the best [your service] companies in [your area]?”
“What should I look for when hiring a [your service]?”
“What does [your company name] do?”
Then check:
Are you mentioned?
Is the description accurate?
Does it match how you want to be positioned?
If not, don’t panic.
It usually means your website isn’t clear enough.
And that’s fixable.
The takeaway
AI search isn’t something to chase.
It’s something to prepare for.
And the businesses that win won’t be the loudest.
They’ll be the clearest.
One thing to do this week
If you want a simple starting point:
Add an llms.txt
Improve the clarity of your main service page
Add one piece of proof near the top
That alone will put you ahead of most competitors.
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