Writing content AI cites: 8 practical writing rules

AI mostly cites text that answers a question directly, clearly and in a way that can be checked. Start with the answer, use concrete facts such as location, price range and how you work, and split your text into short sections with clear headings. The eight rules below help you write content that both customers and AI assistants can use well.

Why writing style matters

Assistants such as ChatGPT, Gemini, Perplexity and Claude search the web live for many questions. They pull passages from pages and build an answer from them. A page with a clear answer in the right place is easier to use than a long introduction full of generic sentences. You are not writing for a machine, but you are making things easy for any reader, human or AI.

Rule 1: lead with the answer

Put the main answer in the first two or three sentences. If someone asks "what does a dormer cost?", do not open with your company history. Open with a price range and what it depends on. The explanation comes after.

Rule 2: one topic per page

A page about "all our services" is hard to cite. Create separate pages for separate questions or services instead. A painter in Haarlem is better off with one page on exterior painting and another on interior painting than with a single page that mixes everything.

Rule 3: use headings that read as a question or topic

Headings help AI match a passage to a question. "How long does installation take?" or "Service area" says more than "More information". Keep headings short and concrete.

Rule 4: be specific

Generic lines like "we deliver quality" add little. Write what you actually do, for whom, where and how. For example: "We install heat pumps in Zwolle, Kampen and Deventer. An installation usually takes one to two days." AI can carry facts like these straight into an answer.

Rule 5: write in plain language

Use the words your customers use, not your trade jargon. A customer searches for "leaking roof", not "water ingress in roof covering". If you do need a technical term, explain it briefly. Short sentences and simple words also make your text easier for people to read.

Rule 6: use lists and steps

Processes, conditions and comparisons are easier to read as a list. AI can summarise such a list well too. An example for a physiotherapist:

1. You book an appointment online or by phone.
2. In the first session we discuss your symptoms.
3. You get a treatment plan with exercises to do at home.

Rule 7: show why you can be trusted

AI and customers both look for signs of experience and reliability. Mention who wrote or reviewed the text, how long you have been in business, which certifications you hold and which projects you have done. A strong about page helps here. Read more in your about page: building trust with customers and AI.

Rule 8: keep it current and consistent

Outdated prices, opening hours or services cause confusion. Check your key pages regularly. Also make sure the same details match everywhere: on your website, in your Google Business Profile and on other sites. Conflicting information can lead to mistakes in AI answers.

A before and after example

A made-up landscaping company in Amersfoort opened its garden maintenance page with: "Our customers come first and we always deliver a tailored service."

After rewriting: "We maintain gardens for homeowners in and around Amersfoort, from pruning and mowing to weed control. You can choose a fixed plan or a one-off visit."

The second version answers what, where and how straight away. That is exactly the information needed when someone asks AI for a gardener in Amersfoort.

Combine writing with the rest

Good writing is an important part of GEO, but not the only part. Structured data, reviews and mentions on other sites matter as well. You will find a practical overview in 7 website changes to get mentioned by AI more often and in our article on a FAQ page AI likes to cite.

Wondering whether AI already mentions your business? Run the free AI visibility check and see where better content could make the biggest difference.