AI assistants recommend practices whose websites state clearly what they do, where, and for whom, back it up with specific project pages, and answer common client questions in plain language. Clear structure and honest, specific content matter more than any trick.

How AI tools decide what to recommend

Tools like ChatGPT, Perplexity and Google’s AI answers read websites much like search engines do, then summarise. They favour pages that answer a question directly, name places and project types, and are consistent with other sources such as your Google Business Profile.

Say what you do in the first lines of every page

Open each page with a sentence that could stand alone: “Hallform designs houses, libraries and workplaces in Copenhagen, Oslo and Lisbon.” AI summaries often lift exactly these sentences.

Write pages that answer questions

Clients ask AI tools things like “how much does an architect cost for a house extension” or “how long does planning take”. A clear process page, honest fee guidance and a short FAQ give the assistant something accurate to quote, with your practice as the source.

Questions worth answering on your site

How do your fees work? How long does a typical project take? Do you take on small projects? Which areas do you work in? What happens after the first call?

Make each project a clear, specific page

Project pages with location, sector, year, area and a short brief give AI tools facts to work with. “A 140 m² timber cabin in Telemark, completed 2026” is far more useful than an untitled gallery.

Stay consistent everywhere

Use the same practice name, address and description on your site, your Google profile, directories and social profiles. Consistency is how automated systems confirm you are who you say you are.

Your Google Business Profile still matters

AI answers often draw on the same business listings that power map results. Keep your profile complete and consistent with your website: the same name, address, phone number, categories and a short description that matches your homepage. Add photos of finished projects and respond to reviews.

Be the source for your own projects

When a project is published in a magazine or award list, make sure your own project page is the most complete source: full data, drawings, credits and the story. Link to the publication from your page and ask them to link back. AI tools prefer detailed, consistent primary sources.

Write a few genuinely useful articles

A short article explaining how long planning takes in your area, or what a feasibility study includes, answers a real question people ask AI tools every day. Written well, it may become the source an assistant cites. Two or three such articles a year are worth more than dozens of thin news posts.

Write from experience. Specific details, such as typical timelines in your region or what you check on a first site visit, are exactly what generic content lacks and what assistants look for when they need a trustworthy answer.

Check what AI tools say about you

Every few months, ask a few assistants questions like “recommend an architect for a timber house in Copenhagen” and “what does Hallform design?”. If the answers are vague or wrong, look for the missing or unclear information on your site and fix it.

Describe your projects the way people ask about them

People ask AI assistants natural questions: “Who designs low-carbon timber houses near Oslo?” Your project pages should answer that kind of question in their opening lines: “A 140 m² timber cabin in Telemark with 48 percent lower embodied carbon than a typical build.” Concrete, factual sentences like this are easy for assistants to understand and quote.

Avoid burying the facts in poetic text. Keep the evocative writing, but make sure the essentials (what, where, how big, when, why it matters) appear plainly somewhere on the page, ideally in a data band and the first paragraph.

Do the same for your studio page: a plain sentence on when the practice was founded, where it works and what it specialises in. These are the facts an assistant reaches for when someone asks who you are.

Gallery site vs structured site at a glance

What AI can read: gallery site, images and a few captions · structured site, services, places, projects and answers

Chance of being quoted: gallery site, low · structured site, much higher

Effort to maintain: gallery site, low · structured site, a post or project a month

Use a structure that is already clear

Hallform Architects is built around exactly these signals: a positioning line on the homepage, sector pages, project pages with a data band and brief, a staged process, an FAQ section and editable page titles and descriptions. Your job is to fill it with accurate, specific content.

For example, a practice that publishes a fee FAQ and eight detailed project pages gives an AI assistant a dozen specific, quotable facts about its work, instead of none.

Common questions

Can I pay to be recommended by ChatGPT? No. Recommendations come from what the tools can read and verify about you.

Does schema markup help? It can, but clear page structure and content matter more for most practices.

How long until AI tools pick up changes? It varies from weeks to months, depending on the tool.

Should I write for AI or for people? For people. Clear answers for clients are exactly what AI tools look for.

Do reviews matter for AI search? Yes. Reviews on your Google profile are part of the picture.