Your website used to have two audiences: people and search engines.
It now has a third.
AI.
When somebody asks ChatGPT, Claude or Gemini to explain your industry, compare providers or recommend who they should talk to, those systems need material to work with. All of this is changing what AI search visibility looks like for businesses.
Your homepage can tell them you’re “experienced”, “customer-focused” and offer “tailored solutions.”
Congratulations. So does everyone else’s website.
Articles are where you actually prove you know something.
They contain your opinions, explanations, terminology, examples and expertise. They help establish what subjects your business genuinely knows about rather than simply what services you say you sell.
And this matters because AI is already firmly wedged into the buying process.
Research from 6sense found 94% of B2B buyers used large language models during their buying journey in 2025. They weren’t necessarily asking AI to make the final decision for them. They were using it to compare offerings, analyse information and make sense of potential suppliers.
Even more interestingly, 95% of winning vendors were already on the buyer’s shortlist on day one.
In other words, by the time you actually get to engage with an audience, quite a lot of the conversation has already happened.
That doesn’t mean relationships, referrals, sales conversations and good old-fashioned human judgement are dead.
Far from it.
The same research found buyers were still having an average of 16 interactions per person with the winning vendor.
AI hasn’t replaced the buying journey. It has inserted itself into it.
AI search visibility starts with giving it something useful to find
ChatGPT, Claude, etc. can now search the public web and provide answers with links back to sources. OpenAI also gives publishers specific instructions for making website content discoverable and eligible to appear in ChatGPT search. Google is doing much the same thing with AI Overviews and AI Mode, deliberately connecting AI-generated answers back to useful websites and original content.
That does not mean chucking 47 AI-generated blogs onto your website will suddenly make ChatGPT declare you the greatest accountant in the Southern Hemisphere.
Please don’t.
It means there is increasing value in having a decent body of useful, original material sitting publicly on your website.
Material that actually explains what you know.
What do your customers constantly misunderstand?
What questions do they ask you over and over again?
What does your industry get wrong?
What would you tell someone before they spend $50,000 on the thing you sell?
What makes a good provider different from a rubbish one?
What has changed in your sector that customers should know about?
What do you believe that some of your competitors probably disagree with?
That is your content.
You probably have dozens of decent articles already sitting in your head.
Which is fantastic news, except for one small problem.
You know this. You’re a savvy business person. But who TF has time to write these things?
Stop writing them
Seriously.
If the idea of sitting at your desk, opening a blank document and typing: “Thought Leadership Article: The Future of Our Industry” makes you want to suddenly reorganise the garage, there is a better way.
Talk.
We’ve found one ridiculously simple process works really well.
Step one: verbal diarrhoea
Our favourite tool for this is Microsoft Word’s Transcribe function.
Not Dictate.
Dictate is rubbish for this.
Transcribe lets you either record directly into Word or upload an audio recording afterwards. Better still, if there is more than one person talking, Microsoft separates the different speakers in the transcript.
If you already have Microsoft 365, there’s a fair chance you already have access to it.
Grab your business partner.
Grab someone from your team.
Grab your phone.
Or explain it to your cat.
Pick a topic and start talking.
No script.
No beautifully constructed opening paragraph.
No: “Today I’d like to discuss three emerging trends affecting the professional services landscape…”
Absolutely not.
Just riff. Think:
“What do our customers always ask us about this?”
“Well, the first thing they get wrong is…”
“Yeah, but remember that client who…”
“That’s because nobody understands…”
There’s your article.
Explain the basics too. Especially the basics.
You may think something is blindingly obvious because you have been working in your industry for 20 years.
Your customer may have learned it approximately seven minutes ago after asking Claude. Don’t assume they know.
Talk about it.
Have an opinion.
Tell the anecdote.
Go down the rabbit hole.
Interrupt each other.
Swear if that helps.
It’s just you and the recording software.
This is a safe space.
Step two: unleash your poison of choice
Right. You’ve now verbally diarrhoeaed everywhere for 25 minutes.
Well done.
Unfortunately, we cannot simply paste the transcript onto the company website.
Now comes the wizardry.
Take the transcript and pick your poison:
ChatGPT, Claude, Gemini. We’re model agnostic here.
The important bit isn’t which one you choose.
It’s what you tell it to do.
Here’s a wee prompt that gives it a fighting chance:
Turn the transcript below into a useful article of approximately 800 to 1,200 words for [DESCRIBE YOUR AUDIENCE].
The goal: [EXPLAIN WHAT YOU WANT THE READER TO UNDERSTAND, THINK OR DO].
This transcript contains a conversation between people who genuinely know this subject. Preserve their expertise, strongest opinions, specific examples, useful explanations and any particularly good phrases or quotes.
Remove repetition, filler, false starts and conversational dead ends.
Structure the finished article around the strongest idea in the conversation, rather than simply following the order in which things were discussed.
Use a strong headline, short introduction, useful subheadings and short paragraphs.
Keep the writing clear, conversational and confident.
Do not make it sound corporate.
Do not introduce generic AI phrases such as “in today’s rapidly evolving landscape”, “it’s important to remember” or “whether you’re X or Y”.
Do not invent facts, examples, experiences, quotes or opinions that are not present in the transcript.
If a factual claim needs verification or a source, flag it clearly so I can check it.
Keep unusual turns of phrase, humour and personality where they make the article better.
Most importantly, this should sound like the people in the transcript know what they are talking about. It should not sound like AI explaining the topic on their behalf.
TRANSCRIPT: [PASTE TRANSCRIPT]
Then tell it what it got wrong.
That bit is important.
If there’s a quote you love, say keep this verbatim.
If the genuinely interesting story is buried 18 minutes into the conversation, tell it to lead with that.
If it has taken your beautifully blunt opinion and converted it into: “There are a number of considerations businesses should be mindful of…” tell it to put it back. Always be reiterating the goal.
Otherwise there is every chance AI will lovingly transform your genuinely interesting conversation into:
Navigating the Changing Landscape: Five Key Considerations for Businesses
At which point you close the laptop and wonder why you bothered.
Step three: put yourself back in
This is the bit people skip. You need to read it, not in your head – OUT LOUD.
If it reminds you of writing a CV, performance review or award submission, keep editing.
If you read a sentence and think: “I would literally never say that.”
Delete it.
Put the weird analogy back in. Restore the good quote. Make your opinion stronger. Check the facts.
Add the detail that AI decided wasn’t important but actually demonstrates that you know what you’re talking about.
Cut the waffle.
Then cut a bit more.
AI is very useful here.
But it is not the expert.
You are.
Its job is to help you turn the raw material into something front-of-house without sacrificing an entire Sunday afternoon to Microsoft Word and quiet resentment.
Congratulations. You have just written a kick-ass article.
More importantly, you have taken a little piece of the knowledge sitting inside your business and put it somewhere useful.
A prospective customer can read it.
A journalist researching your industry can find it.
Google can index it.
AI search tools may discover, surface or cite it when it is relevant to somebody’s question.
And your website now contains something considerably more useful than:
“We pride ourselves on delivering bespoke solutions tailored to the unique needs of every client.”
Which, let’s be fair, tells everybody absolutely nothing.
You don’t need to publish every week.
You do not need to become a LinkedIn thought leader.
Nobody needs another content hamster wheel.
Start with once a month.
One useful question.
One conversation.
One transcript.
One genuinely good article.
Do that for a year and you have twelve substantial pieces of original thinking explaining who you are, what you know and how you see your industry.
That is useful to humans.
It is useful to search.
And increasingly, it gives AI something far better to work with.
Read our guide to building a sustainable content calendar you might actually stick to.
Or better yet, get in touch.
We can handle the whole bloody thing for you.