How to write a page an AI assistant will quote

Write one page per question, put the answer in the first two sentences, and make the rest of the page the evidence for that answer. An assistant reading your page is looking for a sentence it can lift and be right about. If that sentence is on the page and near the top, you are in the running. If the reader has to reach paragraph nine, usually nobody does.

What is actually happening underneath

The assistant does not read your page the way a person does. It is looking for the part that answers the question in front of it, and it is working with a limited amount of text. Structure is how it finds that part.

So the things that help are mechanical, not stylistic. The page title is the question. The first paragraph is the answer, stated plainly. The headings are the sub questions somebody would ask next. Lists are used for things that are genuinely lists, because a list is easy to extract. Facts carry their units and their dates, so they can be repeated without guessing.

And the things that hurt are equally mechanical. A page that opens with background before answering. A page covering five questions, so no part of it is the answer to any one of them. Claims with no number, no date and no source behind them, which an assistant summarising carefully will simply drop.

The eight parts of a quotable page

This is the structure, in order. It is not a template to fill with nothing, and every part has to carry real content or it should not be there.

One, a title that is the question. In the wording a buyer would use, not your internal product vocabulary.

Two, the answer in bold in the first paragraph. One or two sentences. If you cannot write it, you do not yet know the answer and the page would have hidden that.

Three, the mechanism. Why the answer is true. This is where a reader decides whether to trust the page and where an assistant finds the supporting sentence.

Four, named enumerations. The following six reasons, then the six. Never a range of factors. A named list is extractable and a vague total is not.

Five, a worked example. One real case, with the date it happened and the assistant named. If you have none, leave the section out rather than writing a scenario.

Six, the limits. What this does not cover, who it is not for, what nobody can promise. This is the cheapest trust you will ever buy.

Seven, four to six real questions answered. The questions somebody actually asks next, not restatements of the title.

Eight, a closing action. What to do first, so the page ends in something a reader can do on the same day.

A worked example

On 17 September 2026 we audited how Claude read the pages of clawlaw.in, our sister company. Two of those pages stated competitors' prices alongside its own.

The figures were correct. The assistant checked them independently and they held up. It still did not use them. The pages gave those prices with no link, no date and no source, so at read time there was no way to tell a correct figure from an asserted one. It treated the pages as advocacy and went to official sources instead.

That is the whole argument of this page in one observation. Being right is not the same as being quotable. A price with the date it was checked and a link to where it is published can be repeated by somebody who has to stand behind it. The same price on its own cannot, however true it happens to be.

So write three things around every fact: the number, the date it was true, and where it came from. The rewrite that makes a page quotable is usually not better sentences. It is the source and the date that were missing from the sentences you already had.

What it means for a business

Hedging has a price now. A stated coverage count, a price with a date, a named integration, a described method: each of these is a sentence somebody can use about you.

Saying what you do not do also helps, which surprises people. A page that says the tool is not suitable for single person firms reads as written by somebody who knows the product. It also stops you being named in answers where you would have lost the deal anyway.

One honest limit: none of this is a guarantee. A well built page is eligible to be quoted. Nobody controls whether it is.

What good writing cannot do

Four things sit outside the page, and three of them beat it.

It cannot fix a page a crawler cannot read. Rendering, robots.txt and indexing come first. A brilliant page that is fetched as an empty document loses to a plain one that loads.

It cannot replace being named elsewhere. Your page is a vendor page. Agreement across independent sources is what puts you on the shortlist, and your own writing does not create it.

It cannot win a question you do not fit. If the question asks for something you do not sell, the correct outcome is that you are not named.

It cannot make facts exist. If nobody inside the company will commit to a count, a price or a date, the page will be vague no matter who writes it.

And length is not the lever on its own. A long page padded to a word count has filler exactly where the answer should have been. Write until the page is complete, then stop.

Common questions

How long should the page be?

Long enough to be the most complete answer to its one question, and not a word longer. In practice that is usually more than people expect, because a short page cannot be the most complete answer to anything. The test per paragraph is simple: does this give the reader something new, or give a model a sentence it could quote.

Can I use AI to write these pages?

You can draft with it, and the facts still have to come from you. The failure mode is fluent text with nothing checkable in it, which is exactly the kind of page that does not get quoted. If a drafting tool cannot state your coverage, your price and your limits, it has not written the page.

Does keyword density still matter?

Not as a mechanism. Use the buyer's words because the question uses them and your page should be in the same vocabulary. Repeating a phrase to hit a count makes the page worse and gives a careful summariser a reason to distrust it.

Should every page have a questions section?

Where there are real follow up questions, yes, because a question with a direct answer under it is easy to extract and matches how people ask. Invented questions that restate the title do the opposite and read as filler.

Where do I get the specifics if my company will not share numbers?

Start with what is already public and checkable: what you support, how charging works, how long something takes, who you do not serve. If none of that can be said, the honest conclusion is that the page is blocked internally, not that it needs a better writer.

Is it bad to say what we cannot do?

It is one of the few things that reliably helps. Our own audit of how engines treat pages recorded them distrusting pages that read as universally confident. A stated limit gets quoted, and it filters out enquiries you would have lost.

What to do first

Take one question your buyers ask and write one page, in this order.

• Write the answer sentence first, before anything else.
• Put it in bold as the first thing on the page.
• Add three or four headings that are the next questions a reader would have.
• Under each, put the most specific thing you can honestly say. A count. A date. A named example.
• Add a short section on what this does not cover, or who it is not for.
• Cut every sentence that could appear on a competitor's page unchanged.

That last step is the fastest quality test we know. Anything that survives it is specific to you, and specific is the whole game.