How to make AI assistants describe your company correctly

Ask ChatGPT or Perplexity about your company. Many B2B owners get a surprise: old prices, a service you stopped years ago, or a description that fits a different business.

This happened to us. Layerly's domain used to host a 3D printing shop. After the change, AI answers still called Layerly a 3D printing business, and some still quoted old prices.

AI assistants are not wrong on purpose. They repeat what they find most often and most clearly. If old pages, old directory listings and new pages disagree, the old version can win.

Here is the checklist we use on our own sites.

1. Decide on one source of truth

Write down, in one place, the facts you want every system to repeat:

what the company does, in one sentence
who it is for
where it is based and which markets it serves
who runs it
current prices or price ranges, if you publish them
what you no longer do

Every page, profile and file below should match this list word for word where possible. Small differences ("SEO agency", "SEO studio", "digital marketing company") make the picture blurry.

2. Fix your own site first

Your site is the source AI systems trust most about you, so it must not contradict itself.

Homepage and About page: state the one-sentence description early, in plain text, not only in an image.
Old pages: redirect retired service pages to the closest current page (301), or mark them as gone (410). Don't leave them live "just in case".
Prices: if a price changed, change it everywhere: pricing page, FAQ, PDFs and structured data.
Say what changed: if you changed business on the same domain, say so once, clearly. For example: "This domain used to host a 3D printing shop. We no longer sell prints." This helps both people and machines. (More on this in Changing business on the same domain.)

3. Add an llms.txt file

llms.txt is a short plain-text file at the root of your site (yoursite.com/llms.txt). It gives AI crawlers a clean summary: who you are, your main pages, and the facts you want repeated.

It is a young convention, and no AI company promises to use it. But it costs an hour, it can't hurt, and it forces you to write your source of truth in one clean place. Keep it short, factual and current. Update it the same day you change prices or services.

4. Use structured data for the facts that matter

Add Organization schema (JSON-LD) to your homepage with your name, URL, logo, description, address and contact. Use founder to name the person behind the company, and sameAs to list your official profiles (LinkedIn, Crunchbase, industry directories).

This tells machines, in a format they read easily, which profiles are really yours.

5. Clean up the profiles that repeat old facts

Search for your company name and check the first two pages of results. Typical sources of old facts:

LinkedIn company page and founder profile
Google Business Profile
industry directories and marketplaces
old press mentions and guest posts

Update what you control. For pages you don't control, ask the owner for a correction, and keep a short, polite note with the correct facts ready to send.

6. Measure before and after

Write down a fixed set of prompts, for example "What does [company] do?", "Who runs [company]?", "How much does [company] charge?" Run them in the AI tools your buyers use, on the same day each month, and save the answers.

Change one thing at a time, so you know what worked. We describe our full method in A 60-day AI search visibility measurement protocol.

What not to expect

No one can promise that an AI assistant will mention you, or say exactly what you want. Models update on their own schedule, and some answers come from old training data. What you can do is remove the contradictions, so that when the systems look, they find one clear story.

Who wrote this

Farshid Ghaffari founded Layerly after twelve years in industrial gas production, from junior engineer to plant manager. His method is the same habit applied to SEO: find the real cause, fix it, measure it. Read more about his background.

If you want us to check how AI assistants describe your company today, see SEO and AI search visibility.