More buyers now start their research by asking an AI tool a question like “Who is the best provider of title automation in the U.S.?” If your website isn’t easy for those tools to read and understand, your company may not be mentioned in the answer at all.
Jimmy Lewis, CEO and Co-Founder of TrueFocus Automation, is rebuilding his company’s website for this reason. He says TrueFocus is already being cited by AI tools in some situations, but the old site’s structure was holding it back. The lessons from that rebuild apply to most businesses in title, mortgage, and real estate.
Slow, Animated Pages Can Work Against You
One of the biggest issues Lewis found was an animation on the TrueFocus homepage that could take up to 10 seconds to fully load. In his experience, AI tools won’t stay on a page that long if they can’t quickly figure out what a company does.
Design features that look impressive to a human visitor can get in the way of that. If the first thing on your homepage is a slow visual effect instead of a clear statement of what you do and who you serve, you may be making your site harder to read.
Organize Information So It’s Easy to Find
Lewis says most of the information on the old site wasn’t organized in a way that AI tools could easily pick up. If a tool can’t find what it needs, your company won’t get cited or selected.
The fix is practical. State plainly what your company does, which industries you serve, and what problems you solve. Give each product or service its own page. Use clear headings that match the questions buyers actually ask.
Publish What Buyers Want to Know Before a Call
Lewis wants the new site to answer questions buyers usually have to schedule a call to ask. One example is a more detailed return on investment tool that lets prospects enter their own numbers and estimate ROI before speaking with anyone. TrueFocus offers an ROI calculator for this purpose.
The second example is pricing. Lewis notes that many vendors keep pricing close to the vest and prefer to explain it on a call. That leaves buyers guessing, and some will assume a price is too high, or suspiciously low, before they ever reach out. TrueFocus plans to share more about its pricing models and how it arrives at its price points.
Third-Party Coverage Carries More Weight Than Your Own Content
Lewis believes AI tools look for outside validation before treating a company as a legitimate player in its industry. In his view, content a company publishes about itself carries less weight than what others say about it.
That includes media coverage, podcast appearances, published articles, client reviews, and recommendations. If that coverage exists but isn’t easy to find from your website, you may not be getting full credit for it. Bringing it together in one clear place helps both people and AI tools see that others are vouching for your work.
Lewis sees these changes as supporting both traditional search engine optimization and visibility in AI-generated answers. For most companies, the steps are the same: make your site fast, clear, and easy to understand, then back it up with credible outside sources.
Jimmy Lewis is the CEO & Co-Founder of TrueFocus Automation, a specialist in RPA (robotic process automation) and AI-driven workflow automation for the title insurance, mortgage, and real estate industries. TrueFocus has developed 840+ automation bots supporting more than 2,500 workflows and has returned over 1.3 million production hours to clients.
Disclaimer: This article is based on information provided by the expert source cited above. It is intended for general informational purposes only and does not constitute legal, financial, or real estate advice. Readers should conduct their own research and consult qualified professionals before making any real estate or financial decisions.
