An AI answer is assembled from passages. If the answer to a buyer's question is buried under three paragraphs of warm-up, the engine has little to work with. It may quote a competitor's clearer page instead, or fill the gap with a guess.
These five checks work on any page: pricing, product, about, FAQ. Each takes a few minutes.
The five checks
1. Put the answer first
Open every section with the answer, then explain. If a heading asks "Who is it for?", the first sentence under it should say who it is for. Detail, caveats and background come after.
2. Use headings that match real questions
"How much does it cost?" beats "Pricing overview". Buyers ask AI full questions, and a heading written like the question makes the matching passage easy to find. Use the words your customers use, not your internal names.
3. Be specific
Replace adjectives with facts: the price, the plan limits, who it suits, what is included, what is not. Only state what you can support. A vague claim gives an engine nothing to quote. A wrong claim is worse.
| Before | After (example) |
|---|---|
| "We offer flexible plans for growing teams." | "Plans start at $99 a month, with a free trial." |
4. One claim per sentence, in plain words
Short sentences are easier to quote accurately. Name the subject. A sentence that begins "It also does this" loses its meaning the moment it is lifted out of the page, so write "AiM also tracks your mentions every week" instead.
5. Show when it was updated and who stands behind it
Add a visible "last updated" date to pages with prices, features or policies, and make clear which company the page speaks for. People use that to judge freshness. Machines can too.
A two-minute test
Copy only the first screen of a page into ChatGPT or Claude. Ask: "What does this company sell, who is it for, and what does it cost?"
Fix the page, not the prompt. If an engine is already getting facts about you wrong, start with What to do when AI gets your brand wrong. If you want to see how you score today, run the free AI Visibility Score.