A growing share of your future customers will meet you inside an AI answer before they ever see your homepage. That changes what a homepage is for — and how it should be written.
Answers need sources
ChatGPT, Perplexity and Google’s AI Overviews all assemble answers from pages they trust and can parse. If your homepage is a wall of slogans, there is nothing in it to quote.
The pages that get cited say plainly who they are for, what they do and what it costs, in sentences that still make sense when lifted out of context.
Five changes we make first
- Replace the tagline with a one-sentence description a stranger could repeat.
- Add a short FAQ written in the words customers actually use.
- Mark up the organisation, services and FAQs with schema.
- Publish real numbers: prices, timelines, results.
- Keep one canonical page per topic instead of five thin ones.
Write every paragraph as if it might be quoted on its own. Increasingly, it will be.
Measure what you can
Citation tracking is still young, but you can ask the major assistants the questions your customers ask, every month, and log who gets named. It is crude. It is also the clearest signal you have.