Create a clear About/Who We Are page

AI systems constructing an answer about your business need genuine factual material to draw from, and this is where the difference between marketing copy and factual content becomes consequential in a way it rarely was for a human reader alone. A human visitor reading polished, brand-voice-heavy copy can usually still extract the practical facts they need despite the styling. A language model extracting facts to cite in an answer works better with content that states things plainly and directly, without requiring interpretation through marketing language first.

The practical test worth applying to an About page: could a sentence be lifted nearly verbatim and used as a factual answer to "what does this business do?" A page full of value propositions and brand positioning, however well-written, often fails this test — it communicates feeling and differentiation to a human reader but provides little of the concrete, extractable fact an AI system needs to accurately represent the business to someone asking about it.

This doesn't mean abandoning brand voice or persuasive writing entirely — it means ensuring the factual core exists clearly, in addition to whatever persuasive framing surrounds it. A page that states directly what the business does, who it serves, and concrete details like founding date or location, and then builds marketing narrative around that factual core, serves both audiences at once. A page that leads entirely with feeling and never states the plain facts serves neither particularly well.

The concrete facts worth prioritizing are the ones most likely to be asked about directly: what the business does, where it's located, when it was founded, and what makes it specifically different from alternatives — stated as facts, not implied through tone. These are the building blocks any AI system needs to construct an accurate, specific answer rather than a vague, generic one.