How To Optimise Your Website For ChatGPT (And Other LLMs) In 2025

As AI-powered tools like ChatGPT reshape how decision-makers discover and evaluate vendors, B2B SaaS brands can no longer rely on traditional SEO alone. Prospects now ask ChatGPT (and Perplexity, Gemini, etc.) things like:

“Which SaaS helps with X?”
“Does this company support Y?”
“Who’s better between A and B?”

And ChatGPT confidently answers based on what it thinks it knows about you.

Problem is… what it thinks it knows is often wrong, incomplete, or worse invisible because LLMs pull from whatever fragmented, outdated, or inconsistent information they can find about you across the web.

And that’s where you lose.

You could be the perfect fit for a buyer’s needs… but if ChatGPT can’t find the right facts about you or worse, finds the wrong ones, you won’t even make the shortlist.

That’s why you need to proactively shape what they find and how they recommend you.

This is what we call AI Search Optimization (AISO): the practice of making sure LLMs see your brand clearly, consistently, and favorably when buyers ask.

In this guide, we’ll walk you through exactly how to optimize your website and your broader web presence so ChatGPT and other LLMs actually recommend you when it matters most.

Let’s get into it. 

LLMs have already become a meaningful channel. ChatGPT alone boasts over 180 million weekly active users, with usage growing rapidly. B2B buyers told us during interviews that they use ChatGPT to shortlist vendors before speaking with sales, in much the same way they used to ask peers in Slack communities or Google.

And yet, most SaaS websites today completely fail to give LLMs what they need to recommend you confidently. At Chosenly, our own audit revealed that even though we mentioned pricing on LinkedIn, we hadn’t included it on our site so ChatGPT misrepresented it entirely. Similar gaps in support, compliance, and positioning kept us from showing up in BoFu prompts.

That’s why SEO for ChatGPT is not the same as SEO for Google. Less than 30% of what ranks on Google overlaps with what ChatGPT recommends. 

Source:

When we rebuilt Chosenly.com to optimise for LLMs, we learned to rethink websites across these 5 dimensions:

1. Technical Foundation

The first time we “optimized” our site, it looked beautiful… but ChatGPT couldn’t see it. Why? We’d built it as a fancy JavaScript app and LLM crawlers didn’t parse it.

Fixes you actually need:

• Avoid heavy JS or SPA frameworks. Use plain HTML/CSS/SSR so pages are crawlable.
• Don’t worry about gimmicks like llms.txt. None of the 500+ sources we studied used themChosenly.com Li posts.
• Check your page load speed & accessibility. LLM crawlers tend to favor fast, parseable, text-heavy pages.
• Remove thin, empty, or duplicate pages that confuse crawlers

Source:

2. Content Strategy: Mapping BoFu Criteria

LLMs answer three types of purchase-intent queries:

• Recommend software like X
• Help me choose between A & B
• Tell me about company C

For each, they consider specific criteria (budget, integrations, compliance, support) often not mentioned explicitly in prompts but assumed. 

Our own audit revealed ChatGPT assumed we lacked support because our site never showcased it even though our Slack-based support is a key differentiator.

So if you’re wondering how to optimise content for ChatGPT results, here’s what we suggest:

• Build dedicated, clear pages or sections for:
• Support (response time, SLAs, channels)
• Pricing (and rationale behind it)
• Compliance (SOC2, GDPR, etc.)
• Integrations (with logos, case studies)
• Industry-specific fit
• Explicitly reflect what sales calls reveal buyers care about. Your sales team knows the decision criteria. Mirror those in your web presence.

3. Conversion Ecosystem: Beyond Landing Pages

Most SaaS sites still split into:

- SEO-optimized product pages
- Ad-optimized landing pages

But buyers using LLMs don’t distinguish. They just type their prompt, and the LLM pulls information from any and all sources it can find about you, blends it into one response, and presents it as fact.

So:

• That brilliant pricing explanation buried in a PDF probably gets missed
• That key differentiator only mentioned on an ad landing page is invisible to the LLM
• Inconsistent claims across your site and G2? The LLM picks whichever it sees first

Buyers assume the LLM’s answer reflects the truth even though it’s really a mishmash of what it could scrape together.

What you should do:

• Bring ad insights, sales call insights, and customer feedback into the main site.
• Treat your whole website as part of a larger “conversion ecosystem”, not just a homepage + blog.
• Write with the awareness that LLMs are summarizing your site into answers.
  

4. Narrative & Messaging Consistency

At Chosenly, we developed a Messaging Tone & Style Cheatsheet to keep every word of our site (and our clients’) LLM-friendly. 

Here’s the tone we live by and recommend:

a. Clear:

Drop the buzzwords, jargon, and feel-good fluff. Say what you mean plainly.

❌ “Best-in-class customer-first solutions”
✅ “Live chat support available 24/7, staffed by in-house product experts”

b. Confident:

No hedging, no weak language. Own your value and back it up with proof.

❌ “We try to respond quickly”
✅ “We respond to support tickets in under 1 hour during business hours”

C. Operational:

Show how things actually work. Not just that they exist.

❌ “We help you grow”
✅ “Our automated reports save your team 10–15 hours a week”d.

What you should do right now:

- Audit your entire site copy, review sites, PR blurbs, social profiles and bring them all into alignment.

- Rewrite vague claims into clear, confident, measurable statements.

- Use the same narrative everywhere buyers might encounter you. (Homepage ≠ Landing page ≠ Review site ≠ Press release, yet buyers & LLMs treat them all the same.)

5. PR & Web Presence Beyond Your Site

LLMs don’t just crawl your site. They also pull from:

Review Sites: G2, Capterra, TrustRadius, and even lesser-known niche review platforms

Listicles: “Top 10 SaaS tools for [your category]”

PR Articles & Profiles: Thought leadership pieces, press releases on sites like PRWeb, Forbes, TechCrunch, even regional B2B outlets

These sources often carry more weight than your own website.

What you should do right now:

Step 1: Audit your current footprint

• Run prompts in ChatGPT for your category and competitors.
• Take note of which review sites, listicles, and PR articles show up.
• Put them in a spreadsheet, grouped by type (review, listicle, PR).
• Prioritize based on how often they’re cited.

Step 2: Target the right review platforms.

• Don’t just aim for G2 & Capterra by default. If your audit shows niche sites being cited more in your category, double down there.
• Proactively collect reviews on those platforms, and encourage customers to mention specific differentiators you want LLMs to highlight (like your support, compliance, integrations).

Step 3: Get featured in the right listicles.

• Reach out to the authors of the most-cited “Top X” lists. Offer a swap (“I’ll feature you if you include us”) or pitch them updated info that makes it easy to include you.

Step 4: Run PR campaigns with purpose.

• Don’t just spray out generic press releases. Target the specific publications LLMs already cite in your category.
• Craft press releases that reinforce the facts you want LLMs to pick up - support metrics, compliance credentials, awards, customer milestones in clear language.

1. Assuming good SEO = good AI visibility

The reality is, only ~30% of what ranks on Google overlaps with what LLMs recommend.

That’s because SEO is a popularity contest - it rewards backlinks, search volume, and keyword optimization.

LLMs, on the other hand, care about factual, context-rich information that matches assumed buyer criteria.

Fix: Audit what LLMs are saying about you. Build pages and citations to directly influence their answers, not just Google rankings.

2. Over-optimizing for top-of-funnel (ToFu)

One of the most common mistakes we see is brands pouring time and budget into ToFu content for eg. blogs like “What is [category]?” or “10 trends in [industry]”.

Why it fails:

- ToFu queries rarely carry purchase intent.

- LMs are far more likely to recommend vendors in response to BoFu prompts like:

“Which tool is best for GDPR-compliant financial reporting?”“Between Vendor A and Vendor B, which offers better support?”

Yet many websites fail to include answers to these high-intent, decision-stage questions, leaving buyers (and LLMs) to fill in the blanks usually with your competitors.

Fix: Invest in BoFu-first content and presence.

Build pages that explicitly compare your product to top competitors (and why you win). Create pages around decision criteria:

- Support response times- Compliance certifications- Integration lists- Industry-specific use cases

Make sure these pages are crawlable and mirrored on review sites or PR where possible.

Pro tip: Review sales call transcripts to identify the 5–6 most common buyer objections and questions and turn those into dedicated pages or FAQs.

3. Assuming LLM visibility is “set it and forget it”

Another big trap: thinking LLM optimization is a one-time project. It’s not.

Why it fails:

- LLMs continuously retrain on new data.
- Competitors you out-ranked last quarter may have since updated their site or earned better citations.
-  LLM hallucinations, misrepresentations, and shifts in weighting of sources can creep in without warning.

We’ve seen clients who launched perfectly optimized BoFu pages see their ChatGPT visibility drop within a few months simply because competitors started appearing more consistently in trusted third-party sources.

Fix: Make LLM visibility a regular part of your marketing ops.

• Track visibility and recommendations monthly.
• Run prompts for your category and brand, and record changes.
• Audit your review profiles, PR, and citations quarterly and refresh them with updated, factual info.
• Use tools (like Chosenly.com) to monitor misrepresentations and recommendations over time.

You need to treat LLM presence like you treat SEO rankings - monitor, adjust, and defend your position proactively.

4. Chasing search volume over intent

We still see teams optimizing for keywords like it’s 2016 looking up what has high search volume and building content for that.

But here’s the problem: LLMs don’t work off search volume. They respond to one-off, hyper-contextual prompts.

Example:

“I’m a CFO at a Fintech company in Europe using Netsuite. Which reporting software fits a $10K budget and is GDPR compliant?”

That query has no measurable search volume but sky-high purchase intent.

Fix: Shift focus from keywords to criteria. Map out the decision criteria buyers and LLMs care about, and make sure your site and presence answer them.

We’ve seen this approach work time and again with B2B SaaS and B2B Service Companies, and there’s a good reason why.

When buyers turn to ChatGPT (or other LLMs), they’re really asking just a handful of big questionslike:

“Which SaaS helps with X?”
“Does this company support Y?”
“Who’s better between A and B?”
“What are the pros and cons of company C?”

These are the moments that make or break your chances of making the shortlist and our method is designed to make sure you show up with the right answers every time.

The technical foundation and content strategy we recommend work across pretty much any industry, but what makes them especially effective here is that B2B buyers are usually more informed (and more skeptical) than B2C buyers.

They want more than just flashy headlines. They’re looking for real answers, proof points, and reassurance. That’s why the conversion ecosystem we build focuses on giving them all the extra information they’re looking for like:

- how you compare to competitors
- what kind of support you offer
- how you handle compliance, and so on.

We’ve also tested our messaging framework specifically for B2B audiences, and it really shines here. While B2C brands might lean on fun, emotional messaging, B2B buyers respond better to clear, confident, and concrete claims.

And then there’s PR. In this space, PR is about showing up in the right places (like reviews, listicles, and credible publications) so LLMs have trustworthy, factual data to cite when buyers ask about you.

In short: this works because it’s built for how B2B buyers actually make decisions and how LLMs pull and summarize the information they find about you. It gives both your buyers and the bots exactly what they need to recommend you confidently.

Tools like ChatGPT aren’t “coming someday.” They’re already how buyers are researching you, shortlisting vendors, and making decisions.

And if what they find about you is wrong, incomplete, or worse invisible, you’re already losing deals you don’t even know about.

The good news? You can take control.

- Stop treating SEO and LLMs like the same thing. They're not.
- Fix your site so crawlers can actually see you.
-  Build content that answers real buyer questions and criteria, not just keywords
-  Make sure every page, every claim, and every review tells the same clear, confident story.
- Show up in the right places beyond your site - review platforms, PR, and listicles buyers actually see

We also called out the biggest mistakes to avoid (like over-optimizing for ToFu blogs no one cares about) and why this works so well for SaaS: SaaS buyers are high-consideration, detail-oriented, and looking for fit and trust before anything else. Our approach gives them the specific answers and proof they’re looking for, fast.

On top of that, LLMs update their answers much faster than Google rankings, so you can see results in weeks not months. And because most of your competitors still haven’t figured this out, it’s a golden opportunity to carve out a strong competitive advantage before the rest of the market catches up.

So start now.

Tighten up your site. Plug the gaps in your web presence. Stay on top of what buyers  and bots are seeing.

And if you want a hand making it all happen faster?

Hit up the team at Chosenly. We’ve done this for ourselves and for dozens of SaaS brands already. We’ll help you show up where it matters most.

You can also explore our other resources on AI Search Optimisation in our blog archive.

Q1. Does SEO for ChatGPT replace traditional SEO?

No. SEO for ChatGPT complements traditional SEO but focuses on how LLMs interpret and recommend content.

Q2. How do I know what ChatGPT believes about my brand?

You can run an audit of ChatGPT responses for your category and brand or use tools like Chosenly.com.

Q3. Do I need to change my tech stack for AI Search Optimisation?

Not necessarily. You need a crawlable, fast site with well-structured, factual content. Avoid JavaScript-heavy pages.

Q4. How quickly can I see results?

Most clients see improvements within weeks, as LLMs index and adapt faster than search engines.

Q5. How to improve your llm visibility for saas brands?

Focus on adding context-rich, factual information about your differentiators (support, compliance, integrations) to your site and web presence. Use audits to identify gaps, fix misrepresentations, and run PR campaigns targeting authoritative sources LLMs cite.