AI + Website Content: Structure Pages to Show Up (Week 3)
- Anchor Watch Marketing
- Oct 14
- 3 min read
Why this matters
In 2025, how your website is organized is as important as what it says. Customers scan for quick answers, but search and AI systems scan for clear structure. And with the steep rise of AI summaries on search results, formatting your content to ensure it's being found and understood by AI systems is pretty critical.
This guide shows you how to shape your website structure and pages so people get what they need, and AI can confidently surface your site.
1) Start with your core pages (one job per page)
Every primary page should do one job clearly:
Home: who you are, what you do, for whom, primary CTA (call to action).
Services (or Categories): one page per service/category.
Service detail pages: problem → solution → proof → CTA.
About, Contact, Location(s): develop trust and share how to reach you.
Blog/Resources: education that answers real questions.
Outcome: fewer mixed signals; higher clarity for users and AI.
2) Build a clean navigation + internal links
Keep top navigation short (5–7 items).
Add breadcrumb navigation (helps users, enables rich results).
From each page, link to the next best step (e.g., Service → Contact or Quote).
Use descriptive anchor text (“schedule furnace tune-up”) - not just “click here.”
Outcome: human-friendly paths and machine-readable relationships.
3) Use question-based sections and short paragraphs
On each page:
Lead with a plain-English summary (2–3 lines).
Use H2/H3 that mirror customer questions (What is it? Who is it for? How it works? Pricing? Timeline? Warranty?).
Keep paragraphs 2–4 sentences; use bullets for steps, inclusions, or benefits.
Outcome: skimmable content that doubles as extractable answers.
4) Add proof early
One short testimonial or trust badge above the fold.
A mini case: situation → action → result (3 bullets).
Clear next step (button text that says what happens: “Get a 10-minute estimate call”).
Outcome: higher conversions and stronger authority signals.
5) Make website structure machine-readable (without losing your voice)
Titles & meta: write for humans, include core entity/phrase.
Images: use descriptive filenames + alt text; compress image sizes; prefer ≥1200px for featured images.
Technical: fast load, mobile-friendly, valid HTTPS, logical URLs, canonical tags.
Schema (page-type specific):
LocalBusiness on Contact/Location.
Service on service detail pages.
Product on product pages (with Offer, AggregateRating if applicable).
FAQPage where you include FAQs (3–6 Qs).
BreadcrumbList sitewide.
Outcome: search/AI can understand what each page is and when to show it.
6) Keep website and GBP in sync
Mirror services, hours, location, and terms used on your Google Business Profile. Embed a map on Contact and list the same Name, Address, and Phone (NAP). Consistency reduces ambiguity.
Need the map embed steps? See Week 1 – Section 5 for the quick how-to (Google Maps → Share → Embed a map → copy the iframe, then paste into your site’s HTML/Embed block).
7) Measure and iterate (monthly)
Search Console: queries and pages with impressions but low clicks? Tighten up your titles/headings.
Analytics: which pages lead to contact/quote actions; fix weak links.
Heatmaps/scroll depth (if available): move key content higher if few readers reach it.
Outcome: steady improvements that compound.
RECAP: Do's &Don'ts
Now that we've covered quite a few steps you can take in order to structure your page to show up for both human searchers and AI systems, here are some quick lists of do's and don'ts to summarize.
Do's
One job per page; clean top nav + breadcrumbs
Question-based H2/H3; short paragraphs; bullets for steps
Proof near the top (testimonial/case) + clear CTA
Descriptive alt text; compressed images; canonical set
Correct schema per page type; BreadcrumbList on all pages
Website details mirror GBP; NAP consistent
Monthly review in Search Console + Analytics; update titles/headings/links
Don'ts
One page trying to cover too many services.
Clever-only headers (hard to parse, hard to rank).
Sending all CTAs to the homepage instead of the right next step.
No schema or the wrong schema on core pages. BreadcrumbList on all pages
Prefer outcomes over upkeep? Anchor Watch Marketing structures your site—navigation, page templates, schema, and tracking—so people can choose you quickly and AI can confidently surface your pages.
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