You’ve probably noticed that more and more customers are getting answers from AI tools like ChatGPT, Perplexity, or Google’s Gemini instead of traditional Google search.
This shift matters for your business because Large Langauge Models (LLMs) don’t just display a list of blue links, they summarise answers. If your website isn’t optimised for these AI tools to “read” and understand, you risk being invisible to customers who never see the search results page at all.
The good news? You don’t need to be a tech wizard to make your website LLM-friendly. Here’s how.
Speak plainly, not just in marketing slogans
LLMs need clear, factual text to understand what you offer. If your homepage says "We elevate your experience to new heights" instead of "We run guided hikes in the Peak District for groups of up to 12 people", the AI has nothing concrete to work with. Tip: Write in plain language, explaining:
Pricing, opening hours, or booking process (if relevant)
Use FAQ pages, they’re AI gold
FAQ pages are great for LLMs because they mimic the way people ask questions. If someone types "Do you offer gluten free menu options" into ChatGPT, an FAQ that says exactly "Yes we offer gluten free options" it will be easy for the AI to pull from.
Write each question in full, as a customer would ask it
Keep the answer short and factual before adding any extra detail
Keep your info up-to-date
LLMs often blend your site with other sources like reviews, blogs, or old cached versions of your pages. If your contact info, prices, or services have changed, update them everywhere.
Tip: Update your Google Business Profile and your site at the same time. AI tools often check both.
Structure your pages so AI can follow them
Think of an LLM as a very fast but slightly impatient reader.
Use headings (H1, H2, H3) to break up topics
Use bullet points for lists
This makes it easier for AI to scan and summarise your content accurately.
Add local context
If you serve a local area, don’t hide that detail in the footer. Instead of "Family run bakery", say "Family run bakery in York"
Tip: Mention nearby landmarks or events if they’re relevant. LLMs use this to match you to local search queries.
Use headings (H1, H2, H3) to break up topics
Use bullet points for lists
This makes it easier for AI to scan and summarise your content accurately.
Describe images
AI tools can’t always “see” your pictures. Use descriptive image alt text so they know what’s there.
alt="Outdoor yoga class at sunrise in Brighton beach"
This makes it easier for AI to scan and summarise your content accurately.
Make it easy for AI to trust you
LLMs like sources with clear credibility. Include:
About page with your business story
Contact page with a phone number and physical address (if you have one)
Reviews or testimonials with names and dates
This makes it easier for AI to scan and summarise your content accurately.
Add LLM .txt file
Just how a robots.txt file tells traditional search engines what they can and can’t index, LLJ.txt is emerging as a standard for telling AI tools which pages or data they can use to train or answer queries.
Steer AI towards your most important pages
It can protect sensitive content)
Reviews or testimonials with names and dates
Not all AI companies use it yet, but adoption is growing
Why this matters
More customers are now getting answers from AI tools like ChatGPT, Perplexity, or Google Gemini instead of scrolling through Google search results. For small businesses, that means LLMs are often your first point of contact with a new customer. But unlike Google, these AI tools don’t just show a list of links, they summarise answers. If they can’t clearly understand and trust your content, you might not be mentioned at all.
