6 steps to improve your website: pricing, copy, SEO and AI search

A website has two kinds of visitors now: people, and the AI tools that read pages for them. Both need the same things: a clear price, plain words and facts they can find quickly.

These six steps work in order. Each one builds on the one before it. Each step follows one skill from an open-source library of AI marketing skills, linked under each heading.

1. Pricing: make the price easy to understand.
2. Copywriting: write for the buyer.
3. Copy editing: cut what does not help.
4. Structured data: label your facts for machines.
5. AI search: make sure AI tools can read you.
6. SEO check: fix the technical basics.

Step 1. Make your pricing clear

Skill: pricing

Pricing comes first because almost every page leads to it. If the price is vague, a visitor leaves, and an AI assistant has nothing to quote.

Check:

• Can a visitor find a real number in under 30 seconds?
• Does each option have one price and one short line about what it includes?
• Are there three or four options, not six?
• Does every option say its unit: per hour, per month or per project?
• Does the pricing match what the rest of the page says? A page that says “results, not hours” and only shows an hourly rate sends two messages.

Common mistake: “Contact us for a quote” on every option. Show at least a starting price, like “From $400”.

Tip: keep your pricing logic to yourself. How you calculate a price helps you decide it. The buyer only needs the result.

Step 2. Write for the buyer

Skill: copywriting

Most website copy describes the seller. Good copy answers the buyer’s questions: what do I get, is it for me, and what does it cost?

Check:

• Does each page start with the buyer’s problem, then what you deliver?
• Can you say each service in one or two short sentences?
• Does every service page link to the price?
• Would a competitor be able to use the same sentence? If yes, make it more specific.
• Does every claim have proof nearby: a project, a number, a result?

Common mistake: long sentences that keep adding clauses. Split them. Two short sentences beat one long one.

Step 3. Edit, and change less than you think

Skill: copy-editing

Editing is not rewriting. The goal is to remove what gets in the way and keep what already works.

Check:

• Remove patterns that make text sound machine-written: “It is not X. It is Y.”, lists like “No guessing, no clicking”, and empty words like “seamless” or “robust”.
• Replace vague words with facts: not “fast”, but “replies within a few hours”.
• Use the leave-it-alone test: only change a sentence if the new one is clearly better, not just different.
• Before you rewrite, list the phrases you placed on purpose for search. Keep them.

Common mistake: polishing a sentence until the keyword is gone. A better-sounding line that loses a search phrase is a step back.

Step 4. Label your facts with structured data

Skill: schema

Structured data is a hidden label in your page code that tells search engines and AI tools exactly what something is: a person, a service, a price, an article, an FAQ. Visitors do not see it.

Check:

• Your home page says who you are or what your business is.
• Services and prices are labeled, with the right unit for each price.
• Articles have a title, an author, an image and real dates.
• The hidden FAQ matches the FAQ visitors can read, word for word.
• Dates only change when the content changes, not on every update of the site.
• Lists stay short and honest: two or three job titles, not six.

Common mistake: a label that disagrees with the page. If the page says “per month” and the label says “per hour”, machines believe the label.

Step 5. Make sure AI tools can read you

Skill: ai-seo

ChatGPT, Perplexity and Google AI answer questions by reading websites. If they cannot read yours, or read an old version, they describe you wrongly or not at all.

Check:

• Your robots.txt file does not block AI search bots by accident. Blocking a training bot is a choice. Blocking a search bot hides you.
• The main content is in the page itself, not loaded later by JavaScript.
• Articles show the author’s name. Named authors are trusted more.
• Facts are the same everywhere: website, LinkedIn, directories, profiles.
• An llms.txt file gives AI tools a short summary of who you are and what you offer.
• Ask the assistants yourself. Write ten questions a buyer would ask, run each one a few times in ChatGPT, Perplexity and Gemini, and write down what they say. Repeat in a month.

Common mistake: expecting results in days. AI tools pick up changes over weeks. Measure before you change anything, then measure again.

Step 6. Run an SEO check

Skill: seo-audit

SEO is the foundation under everything above. If search engines cannot find, read or trust a page, nothing else matters.

Check:

• Every page has a unique title of about 50 to 60 characters, so search results do not cut it off.
• Every page has a unique description of about 150 to 160 characters.
• Every page has one main heading.
• No broken links, and no important page that nothing links to.
• The sitemap lists every page you want found, and only those.
• Images have alt text, and pages load fast. Smaller pages load faster.
• The site redirects from http to https.

Common mistake: a long article title. It can stay long on the page, but give search engines a shorter version.

Three rules that apply to every step

• Go in order. Pricing and copy change how a site reads. Technical fixes matter most once the words are right.
• Check every change against the truth. A faster process, with or without AI help, still needs someone who knows what is true about the business.
• Measure, then wait. Write down how things look today, make the changes, and check again in a month.

The skills behind this guide

A skill is a written playbook that an AI agent follows for one job, such as pricing or SEO: what to check, in what order, and what good looks like. The six used here come from marketingskills, a free, open-source library by Corey Haines with about 50 skills for AI agents.

The skills make the checks fast and thorough. The decisions, such as the prices, what to keep and what is true about the business, still need a person.

If you want these checks done on your store or website, see AI discoverability or AI engineering and integration.