Many people are currently talking about “artificial intelligence.” For most companies, however, this does not mean major upheavals, but rather small, pragmatic adjustments that help them to be found and recommended even when digital assistants (AI agents) take over part of the online research.
What exactly does this involve?
Instead of Googling themselves, people are increasingly asking AI assistants to perform tasks such as “Find three suppliers in my area who can deliver X within two weeks and send me a quote.” These agents open websites, read together what is important, and make a recommendation. They pay attention to clear information, consistency, and reliability. This is exactly what companies can do well and without much effort, without any technical complexity.
What does this mean for websites?
Clearly state what you offer – for whom, where, and under what conditions. Not only for humans, but also structured in such a way that an AI assistant can quickly understand the information.
Here are a few examples of what this might look like
- Craft business (plumbing)
- Instead of “We are your partner for bathrooms and heating”, try
- “We renovate bathrooms from €12,000 in the Berlin area +30 km. On-site appointment in 5–7 days, implementation in 3–6 weeks. 24-hour emergency service.”
- An AI assistant recognizes the region, price range, response time, and area of application.
- Bakery with catering
- “Finger food platters starting at €8.50 per person, delivery Mon–Sat between 7 a.m. and 6 p.m., 2 days’ notice, gluten-free options.”
- For requests such as “Catering for 15 people tomorrow,” the AI assistant has reliable data.
- B2B supplier (metalworking)
- “CNC milling up to 1,000 × 600 mm, tolerance up to ±0.01 mm, batch sizes 10–500 pieces, quote in 48 hours, delivery within Germany, Austria, and Switzerland.”
- The AI assistant can classify performance, delivery area, and response time.
What should you pay attention to?
- Key information at a glance
- What exactly do you offer? (Services/products)
- For whom? (Target industries, regions)
- How fast? (Response and delivery time)
- What does it cost approximately? (Prices or price ranges)
- How does an inquiry work? (Steps, contact person)
- Consistency across all channels
- The same opening hours, prices or price ranges, and contact details on your website, Google profile, and in business directories; discrepancies cause assistants to doubt.
- Make it clear that your information is up to date
- Feel free to add “As of September 2025” to price lists or delivery times. This creates trust, both with human and artificial assistants.
- Clear pages instead of fancy words
- Short paragraphs, lists, tables. A subpage “Services & Conditions” with facts often works better than a page full of pictures.
- Contact and references
- Real references with short results (“costs reduced by 12%,” “throughput time reduced from 6 to 3 weeks”), contact person with photo, phone number, response time
Four steps for easy implementation
- Inventory (1–2 hours)
- Collect the hard facts: prices or price ranges, delivery and response times, service area, minimum quantities, certificates, etc. Ask your sales or customer service department: “What information do enquirers need most often?”
- Create fact blocks (half a day)
- Turn the facts you have collected into short profiles:
- Service: “Heating maintenance for private customers”
- Region: “Hamburg +25 km”
- Price/range: “from $149”
- Appointment: “on site in 3–5 business days”
- Process: “Online appointment → On-site check → Fixed price quote”
- These facts can then be placed on the home, services, and contact pages.
- Add FAQs (1–2 hours)
- 8–10 short answers to typical questions (“How fast?”, “Are there minimum orders?”, “Which file formats?”, “Do you also deliver on Saturdays?”). Each answer can be 2–3 sentences long.
- Consistency check (30 minutes/month)
- Go through the website, Google profile, and directories and correct any discrepancies. If possible, also indicate the date of the update (e.g., via the website’s sitemap).
Text framework for copying
Service profile (example)
- For whom: small and medium-sized businesses in the [your city] area
- What: [service/product] with [important specifications]
- Price/range: from [€] (typically [€–€])
- Response time: Initial consultation in [x] business days, delivery/implementation in [x–y] weeks
- Service area: [region/kilometers]
- Process: Inquiry → Brief discussion → Quote in [x] hours
- Proof: [Certificates], references upon request
- Contact person: [Name], [Phone], [Email]
How can you tell if it’s working?
- Inquiries become more precise
- More emails saying “We need option B, 30 pieces, delivery in 3 weeks” – fewer fundamental questions.
- Shorter quotation times
- Because much of the information is clear, quotations can be processed more quickly and smoothly.
- New sources
- Customers are more likely to say: “My assistant recommended you.”
What happens if you don’t change anything?
Probably nothing dramatic! But if competitors present their facts more clearly, they are more likely to appear in agents’ recommendations. This reduces your chances of being the first point of contact. So it’s not about hype, but about competitive advantages through clarity and transparency.
Conclusion
AI agents are changing the way people search for products and services. Providing clear, up-to-date, and consistent information makes it easy for assistants (and people) to choose your offering. This doesn’t require sophisticated technology, just clear communication.
FAQ
AI agents are digital assistants that search for providers, compare information, and make recommendations on behalf of humans. When potential customers conduct research in this way, your performance data should be clear and easy to find.
No. In most cases, clear blocks of facts, updated texts, and a little tidying up are enough. Start with small, clearly visible additions instead of a major relaunch.
No. Craftsmen, service providers, B2B suppliers, medical practices, and restaurants all benefit – anywhere where someone wants to know quickly: Who offers what, where, when, and under what conditions?
The basic idea remains the same: provide useful content. What is new is the focus on precise, consistent core data(region, price/time ranges, specifications) so that assistants can make confident decisions.
Who are you, what do you offer specifically, for whom, where, at what approximate price, with what response/delivery time, and how does the request process work? These points should be clearly visible on the most important pages.
A range or “starting prices” are often sufficient: “Bathrooms starting at €12,000” or “CNC series production: 10–500 pieces, quote in 48 hours.” Without any figures, it is difficult for AI assistants to classify you correctly.
Provide typical examples: “Project budgets usually €8,000–20,000, implementation in 3–6 weeks.” Describe the process (inquiry > initial consultation > quote) so that expectations are clear.
Enough to allow selection without revealing trade secrets. Example for metalworking: “Milling up to 1,000×600 mm, tolerance ±0.01 mm, DACH delivery, express delivery by arrangement.”
They help people and AI agents. Keep it short and specific: “Turnaround time reduced by 30%,” “ISO-certified since 2023,” “4.7/5 with 120 reviews.”
As long as the core information is visible without clicks, waiting times, and with JavaScript disabled, it’s fine. The important thing is not to hide facts behind sliders or other effects.
