How to get your website found in AI search tools like Google and ChatGPT

(Especially if you export or bid for government and framework contracts)

AI is changing how buyers discover and choose suppliers. Tools like Google AI Overviews, ChatGPT and Perplexity no longer just list websites. They give answers, make suggestions and highlight businesses that meet the brief.

No matter which industry you work in, this shift matters. Your website is now a key part of how you get shortlisted. Especially if you export services or compete for high value contracts.

AI search tools need to understand who you are, what you do and where you work. If your site does not explain this clearly, you may never appear in AI-driven results.

This article will show you how to make your website easier to find in AI search tools. These fixes will help you win better visibility, stronger leads and more contract opportunities.

1. Make it clear where you operate and what you offer

AI tools scan your website to match buyers with suppliers. Clarity is more important than creativity.

What to do:

• Add a line early on that explains your reach. For example, “Supplying precision components across the UK and Europe”
• List all relevant certifications. This includes AS9100, ISO 9001 or any other standards
• Include regions served, industries supported and export capabilities

Why it matters:

If your site is vague, AI will overlook it. Clear detail gives you a better chance to rank.

2. Create pages that match real buyer needs

AI tools respond well to well-structured, topic-specific pages. These help them understand your expertise.

What to do:

• Build one page per sector or service. Use titles like “Aerospace engineering” or “Infrastructure projects”
• Mention materials, tolerances, project sizes and logistics
• Highlight experience with frameworks or Tier One suppliers

Why it matters:

Dedicated pages are more likely to be included in AI results than broad, generic content.

3. Add FAQs that reflect how people search

AI tools rely on natural language. Buyers are asking full questions, not just typing keywords.

What to do:
Add a simple FAQ section with questions like:

• “Are you AS9100 certified”
• “Do you deliver to Europe”
• “What ESG policies do you follow”

Use clear and direct answers

Why it matters:

AI tools often pull FAQ content straight into their responses. It can raise your visibility fast.

4. Keep business listings consistent across the web

Your site is not the only place AI searches. It scans directories, trade bodies and supplier platforms.

What to do:

• Update listings on Made in Britain, NI Aerospace, ADS and other relevant business directories
• Match the content to your website. Keep locations, capabilities and certifications aligned
• Include ESG and CSR where possible

Why it matters:

Inconsistency weakens trust. AI tools favour companies with clear, consistent messaging..

5. Use structured data behind the scenes

Structured data tells AI what your content means. It makes your site easier to read and rank.

What to do:

• Use schema markup to define your business type, locations, certifications and services
• Tag FAQ content so it can be indexed properly
• Ask your developer to do this or get help from an agency like Icon

Why it matters:

Without structured data, your site may be ignored. Even if the content is relevant.

Bonus: Show your values and social impact

Buyers want more than technical fit. They want confidence in your ethics, culture and long term approach, especially in sectors like aerospace and construction.

What to show:

• Environmental targets or net zero progress

• Social impact work or partnerships

• Internal culture, diversity or team development

Why it matters:

Buyers and AI tools both consider these signals when recommending or shortlisting businesses.

Who Needs to Be Involved

You do not need a large team. Just make sure the right people are connected.

• Your marketing lead should define the content and focus
• Your developer or agency should apply structured data and page changes
• Leadership should agree on strategy, regions and ESG priorities

Or you can work with Icon, where this process is built into every website we deliver.

Your website should work harder than ever

AI tools are now gatekeepers. If they do not understand your business, you are unlikely to be found. That means fewer enquiries, weaker leads and missed contract opportunities.

At Icon, we help industrial, construction and tech firms turn websites into engines for growth. We focus on helping you get seen, trusted and shortlisted.

Let’s make your website work smarter for AI search. Talk to us.