Gustav The idea, in one sentence: build your site around the real questions your customers ask, written as clear, direct answers, because that is the format Google ranks and AI quotes.
Why it matters
Both doors reward content that helps. A person types "what does a custom CRM cost" or "how long does a kitchen renovation take". Google looks for a page that answers it; an AI looks for a passage it can lift into its reply. If your site only describes how wonderful you are and never answers a single concrete question, neither door has anything to grab.
This is where most new business websites quietly fail. They are brochures. They talk about themselves. They never say the thing the customer actually came to find out.
What it looks like in practice
Compare two pages. One says "we deliver bespoke, high-quality solutions tailored to your needs". The other says "a custom CRM from us starts at 8,000 kr, takes two to three weeks, and you own the code." The second one ranks, gets quoted, and earns trust, because it answers. The first one is wallpaper.
An AI assembling an answer will reach for the page that states facts plainly. The clearer and more specific your writing, the more usable it is as a source. Vague, hedged, corporate prose almost never gets cited.
How to do it
Write down the real questions a customer asks before buying from you, the ones you answer by email or on the phone every week. Price, timeline, process, what is included, how you compare to the alternative. Then write a clear, honest answer to each, one question per heading. Add an FAQ section. State numbers where you can. You are, in effect, writing your own little reference that both Google and AI can quote.
The pitfall to avoid
Hiding behind vagueness, especially on price and process, because you are afraid of committing. "It depends, contact us" is the answer that loses both the ranking and the reader. You can always give a starting point or a range. The business that answers the awkward questions in public is the one the customer, and the AI, trusts enough to choose.