Why are websites failing to attract new customers?
Many websites aren’t brining in new business, even big-name brands. It’s not about how much money people spend on them; it’s because most websites aren’t designed with search engines or AI-powered discovery in mind. Too many focus first on appearance, and not on what helps people, and AI tools, find, understand and trust your business: the content.
What does AI-powered search want from your website?
Modern AI tools don’t just rely on visuals. They depend on structured, readable text. That means:
- Words, not images, must carry your core message
- Headings should be coded using proper HTML (H1, H2)
- Alt text on images should include relevant keywords
- Each page must answer a clear user question – each service or offering should have its own page.
If content is hidden inside graphics, buried under an image slideshow or accordion, or is poorly structured, AI can’t extract and summarise it.
How can formatting make your content AI‑friendly?
Here’s how I refresh websites to work in today’s generative search environment:
- Punchy subheadings that ask and answer questions
- Bullet points and lists for fast scanning, which AI tools can parse easily
- Short, readable paragraphs to support mobile and AI scannability
- Relevant keywords woven naturally into headings and body text
- Proper alt text for images so AI—and Google—can read and index visuals
This approach lets both human readers and generative AI discover and summarise your content more effectively.
How do links and page titles support AI discovery?
Google and AI models value clarity and authority. Here’s what they look for:
- Unique page titles with relevant keywords instead of just “Home” or “About”
- Proper H1 and H2 headings that signal structure and semantic relevance
- Internal links pointing users (and AI) to related content and newer blog posts
- External inbound links from authoritative sites to improve credibility
I help structure your content and metadata to match these requirements, boosting your chances of appearing in featured snippets or AI answers.
Why are case studies good for AI-powered search?
Case studies do more than showcase your success and how you solve problems; they help search engines, AI tools, and real customers understand what you do, who you help, and where. In today’s evolving search environment, where Google’s AI Overviews and platforms like ChatGPT summarise and recommend content, case studies are an invaluable asset.
They naturally include location signals
Case studies typically mention:
- Your client’s industry or location (e.g. “a Northland café,” “a Wellington law firm”)
- Your business name and region of service
- Specific, searchable terms like “content refresh for NZ websites” or “web copywriting for Auckland SMEs”
These mentions signal relevance to local search and increase your chances of appearing in location-specific queries.
They build trust and expertise
Search engines and AI models favour content that demonstrates expertise, authoritativeness and trustworthiness (E-A-T). Case studies prove:
- You understand your clients’ problems
- You provide results
- You work with real businesses or people
This makes your site more likely to be quoted or ranked in AI-generated summaries or featured answers.
They create long-form, keyword-rich content
A well-written case study includes:
- Problem and solution explanations
- Keywords that are naturally embedded in the story
- Industry-specific phrases and terminology
- Subheadings, bullet points, and quotes
This makes it easier for both humans and AI systems to understand your content and match it to relevant queries.
They improve internal linking and time on site
You can link case studies from your service pages (“See how we helped these Auckland Builders showcase their renovation skills”), improving site structure and encouraging visitors and AI to explore more of your content. This reduces bounce rate, increases dwell time, and boosts SEO performance.
They’re future-proof content
Unlike news or time-sensitive blog posts, case studies stay relevant for years. Updated occasionally, they continue to build authority and send positive content signals to Google and AI search engines over time.
Why updating old content is a smart move for AI-powered search?
Instead of adding entirely new pages, refreshing older blogs or pages can deliver faster results because:
- Google already knows and ranks that URL, so updates signal that you are alive and healthy
- You preserve existing domain authority and inbound links
- You avoid the cost of starting from scratch.
This process turns existing content into a format that AI tools can read and produce answers from, thereby making it more discoverable in search and generative results.
Ready to make your website AI‑searchable?
To attract new customers online, your web content needs to perform for both Google and AI systems.
At Wordright, I can:
- Audit your existing text to identify content worth refreshing
- Rewrite, reformat and enrich your pages with GEO-friendly structure
- Add or fix headings, lists, alt text and internal links
- Rewrite page titles and metadata to improve discoverability
- Republish or publish for you with everything in place.
Want to transform your website into a high-performing asset?
Contact me for a friendly chat about how I can help your business show up, wherever people are searching.
