How to write copy for real people and AI search engines

I’ve been Your Engine Room’s in-house content and copywriter expert for the last four years. I craft content for our clients across a real mix of industries and audiences and marketing channels, and over the last twelve months, I’ve seen a huge shift in content discoverability.

Being a copywriter for over 10 years, I’ve been witness to the search goalposts constantly moving, and this latest shift is something I’ve been monitoring closely and I’m working closely with clients to make sure we’re always ahead of the curve when it comes to their content.

If you’ve opened LinkedIn recently, you’ll have seen the same thing over and over: AI is changing search, AI is changing marketing, and if you’re not optimising for AI you’re already behind. There’s a lot of noise, and a lot of it isn’t helpful.

While most people still use traditional Google (around 90% of searches), more and more are now also asking questions directly in AI tools. Often, they get their answer immediately without ever clicking through to a website.

From an SEO perspective that can feel daunting. Businesses have spent years building content and SEO strategies around Google. Now, you need to show up in Google’s AI Overviews, ChatGPT, Claude, Gemini…

The good news is there isn’t a magic new strategy. AI is just a new way of delivering the same thing: content that actually answers what someone came looking for. Write clearly, be specific about what you do, and the algorithms catch up.

You don’t need to start again from scratch. Often, it’s about tightening, reformatting and repurposing what you already have, especially if it’s already performing well.

The aim is for your website to become the source AI pulls from, so when someone does click through, they already know you’re relevant.

Why search is changing and what that means

Tools like ChatGPT and Gemini have changed what people expect when they search. We want direct answers in plain language, not a list of links to wade through. Google has noticed. It’s increasingly summarising results on the search page itself, which means fewer people click through unless they’re already confident a site is worth their time.

The knock-on effect is that search engines and AI tools have both moved away from rewarding pages that repeat the right phrase enough times. Instead, they look for content that:

• Clearly explains what you do
• Shows who it’s for
• Proves why you’re credible
• Answers the questions people ask before they enquire

A checklist for human-first copy

When I say “human-first copy”, I mean: does it sound like a real person wrote it?

People have personality, and brands should too. As more businesses use AI to write their content, a lot of websites are starting to sound exactly the same.

If you only do one thing after reading this, do a quick “human check” on your key pages (your homepage and top service pages are a good place to start).

You’ll know your website copy is doing its job when:

• It’s obvious what you do in five seconds
• It clearly says who it’s for (industry, role, business type)
• It explains the problem you solve in words you would actually use
• It includes social proof like testimonials, case studies, client names or accreditations
• It sounds like someone inside your business wrote it, not a generic marketing template
• It’s easy to scan with headings, bullet points or short paragraphs
• It guides the next step with a clear CTA

The risk with AI-written content isn’t that it’s “bad”. It’s that it’s usually vague, safe and interchangeable. If your copy could sit on a competitor’s website and still work, it’s not doing enough.

A tone of voice that actually sounds like you, backed by what makes your business different, is one of your best defences against blending in.

How to structure pages for AI visibility

Think of AI as a fast reader – one that can’t pick up context clues or read between the lines. If the page doesn’t say it clearly, AI won’t know.

Here’s a structure that works well for both humans and AI:

A) Lead with a clear one-liner

At the top of the page, include a sentence that says what you do, who it’s for and where you’re based (if location matters).

Example: “We help UK manufacturers generate qualified leads through SEO, content and paid search, without losing the technical detail your buyers need.”

That one sentence makes it easy for a customer to understand what you offer and for AI tools to summarise your business accurately.

B) Use headings that match real questions

Instead of vague headings like “our approach”, use navigations that reflect the way people actually search and think:

• Who we help
• What’s included
• What results look like
• What it costs
• FAQs

C) Add a helpful FAQ section

Include genuine questions you regularly get from customers on calls, via email or during the sales process.

If your customers are already asking these questions, your website should answer them.

D) Keep language natural, but specific

You can mention your service and sectors without writing like a broken GPS.

Instead of:
“B2B marketing agency Leeds manufacturing marketing SEO”

Try:
“We’re a B2B marketing agency based in Leeds. We work with engineering and manufacturing teams who need consistent inbound leads.”

It’s still keyword-friendly, but it also sounds like a real sentence a real person would say.

This structure should form part of a regular digital marketing audit where you’re able to identify areas of improvement and, most importantly, act on them to keep on track.

Before and after example for AIO clarity

A real world example:

Take our client Brand Juice. When their audience searches key questions related to their market, Brand Juice appears within AI-generated answers, not just traditional search listings.

Brand Juice got there by publishing helpful content built around the questions their audience actually asks, written clearly enough that AI can extract and use them. When AI cites you as the definitive answer, you’ve already won the trust battle before they even click.

Your next step

If you’re not sure whether your copy is doing the job for humans or AI, share a key page with me (ideally your homepage or a main service page). I’ll tell you what’s working, what’s not, and what would make the biggest difference for the people reading it and the AI tools scanning it.

If you’d rather, we can talk it through on an initial chat and I can point you at the quickest wins.