If you expect artificial intelligence (AI) To recommend your business to potential customers, you need to get involved because AI is different from traditional search engine optimization (SEO). Most website traffic still comes from traditional keyword-based SEO, but more nuanced conversational AIO – artificial intelligence optimization – is rapidly emerging.
Even our smallest clients are already seeing leads generated by ChatGPT and other large language models (LLM). This is both exciting and somewhat scary, because changes in the world of AI happen almost overnight and no one likes surprises.
LLMs are increasingly used for research and comparison, which inevitably leads to business recommendations. The challenge for businesses is that all of this happens through AI chatbots that use conversational language. It’s time for your marketing to adapt to this change.
Reframe how your website works
AI his ability to consume and synthesize accessible information allows him to be hyper-focused on what customers want to know. This is important for landscape contractors who rely on trust, expertise and local relevance to win business.
Optimizing for AI is surprisingly simple, with your favorite LLM doing the heavy lifting for you. Best of all, this process requires clarifying who your ideal customers are, the problems they’re trying to solve, and how your website content addresses them.
For example, unless you are well known in the industry or in your community, chances are no one will read your blog. It doesn’t matter, because the AI reads it. Any accessible content can be evaluated, summarized and used by AI to inform recommendations.
Start with the easiest fruits to find
The first step is to understand where you are today. If you’re not sure if your business is getting leads from ChatGPT or other AI tools, the easiest way to find out is to ask directly. Use this prompt: “Tell me everything you know about (your business name)” – and take a close look at what comes up.
- What are the sources? Is one of them your website?
- Where are the gaps? That is, services that are not recommended?
- What information is missing and that only customers would know?
The real work is refining and strengthening this alignment by identifying information sources and evaluating their accuracy to complete your buyer’s journey. Forget keywords and focus on clear, conversational communication.
Think of this as a company profile, almost like a summary. How does AI perceive your business as strong or weak, so you can double down on your strengths and address blind spots?
These are the central elements that we focus on with our clients.
- Services. What you do and what you don’t do.
- Ideal buyer. Roles, characteristics, location and decision criteria.
- Problems resolved. The real problems your customers face.
- Results and results. What success looks like for your customers.
- Location and pricing context. Service areas and positioning.
- Identifiers and trust signals. Certifications, experience and social proof.
Choose where this information is located
This content may be hosted on a current page of a website, such as your “About” page. However, it does not need to appear in your website navigation because it is intended for humans. The AI will find it if it exists and is well organized. That’s why we often create a new page called “AI Training” and link to it in the footer along with other secondary pages.
Don’t think about it too much. Many of True Nature Marketing’s clients already have basic AI training pages in place, and we continue to refine them as we learn more. Like most other website decisions, it’s much better to get it done and work for your business rather than waiting for it to be perfect.