If you’re still writing your website content and blog posts as though only humans are reading them, it’s time to shift your strategy. In 2025, your audience includes both people and AI. And if you’re a marketing agency working with law firms, CPAs, or financial advisors (like me), your content must now be designed to speak directly to AI-powered systems that summarize, compare, and recommend you to your next client.
How AI Is Changing Search
Here’s a common scenario: someone types into Google or an AI assistant,
“Who is the best marketing agency in Long Beach, CA?”
Instead of scrolling through 10 links, they now get a summarized result that might look like this:
“Determining the best marketing agency in Long Beach depends on your specific needs, but reputable agencies often include those with high ratings on Clutch and Google, offer a full range of services such as SEO, branding, and digital strategy, and have strong client testimonials.”
Notice what’s missing? Links. Clicks. Your chance to explain why you’re different.
AI is doing the reading for your potential clients and delivering condensed summaries. That means if your firm’s content doesn’t clearly spell out your services, credentials, client success stories, and niche expertise, you may never even make it into the answer.
What This Means for Your Content Strategy
1. Structure and Clarity Win
AI looks for well-labeled content. Use clear subheadings, answer common questions directly, and format lists and bullet points so the AI can easily summarize and rank you.
2. Build Credibility in the Content Itself
If you want to show up when someone searches for “best accounting firm for real estate professionals,” your site should include:
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A page titled something like “Accounting Services for Real Estate Professionals”
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Case studies or testimonials from clients in real estate
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Keywords like “real estate tax strategy,” “property accounting,” or “1031 exchange support”
3. Stop Relying on Your Homepage Alone
AI tools are pulling answers from all over your site. If your industry pages, blog posts, and about pages aren’t clear about who you serve and how, you’re missing opportunities.
4. Reviews and Third-Party Mentions Still Matter
While your website content is foundational, AI often supplements it with third-party signals—Clutch ratings, Google reviews, industry mentions, or guest appearances. Encourage clients to review you and pitch your experts to speak at events or contribute to publications.
What Google (and AI) Is Prioritizing in Summaries
Here’s what AI-based summaries usually highlight when summarizing professional services companies:
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Services Offered: Are you clear and specific about what you do?
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Industry Expertise: Do you niche? AI loves specialists.
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Location Relevance: Are you emphasizing your city, region, or service area?
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Reputation: Are there positive online reviews or case studies?
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Awards or Rankings: These are often pulled into summaries.
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Client Fit: Do you specify who you’re best suited for?
Even if your firm is the best at what it does, if your content doesn’t say it in the right format, AI won’t say it either.
How to Write for AI (Without Losing the Human Touch)
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Use simple, direct language and explain what you do in one sentence.
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Include FAQs that answer client questions word-for-word.
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Regularly update your site with fresh content (AI loves recency).
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Use schema markup to help AI understand your services.
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Don’t over-optimize. Write as if explaining to a smart 9th grader.
Final Thoughts: SEO Isn’t Dead—It’s Just Smarter
You don’t need to throw out your SEO strategy. But you do need to evolve it. Organic traffic isn’t dead—it’s just rerouted through a new lens. AI is now the gatekeeper between your firm and your next great client. That means writing for AI is writing for your future client.
Stay ahead. Write clearly. Be specific. And make sure AI knows exactly who you are and why you matter.
