I’m a B2B SaaS Website Manager. What do I need to do so people see my brand in ChatGPT?
Great question—and one we’ve been hearing from all of our clients! As tools like ChatGPT, Perplexity, and Claude increasingly influence how people discover and trust brands, especially in B2B SaaS, marketing managers need to think beyond Google SEO and toward AI visibility (aka GEO – Generative Engine Optimization).
Here are the top 10 things a B2B SaaS marketing manager should prioritize right now to improve visibility and performance in AI tools like ChatGPT:
1. Answer Your Target Audience’s Questions Clearly on Your Website
Why it matters: LLMs like ChatGPT are trained on publicly available content. If your site includes clear, helpful answers to common industry or buyer questions, it’s more likely to be referenced or surfaced.
- Create content answering “What is [your product category]?”, “How does [your tool] compare to…”, or “How to solve [problem your product solves].” Notice that these are broad questions, but think about top of funnel research and how you might then incorporate remarketing now that new prospects have reached your website and seen your brand.
- Use H1/H2s with actual question phrasing (FAQ-style works well). As AI tends to pull chunks of content from pages, you can use either an FAQ page, with sections for various topics, or add relevant FAQs to product or solution pages on your website. Note: We’ll get to adding FAQ Schema (another important element) below.
2. Have a Strong, Crawlable “About” Page
Why it matters: Tools like ChatGPT often describe a business using data pulled from the About page. And…if you don’t provide your own narrative, chances are someone else will (aggregate sites, reviews, etc.)
- Include founding year, leadership team, mission, industry, HQ location, and brief company summary. Imagine what you would want a potential client to see – what makes your brand and culture special? What differentiates you from your competitors that can make your brand stand out?
- Write it in plain, third-person language (not overly branded fluff). This is important because as marketers, we are used to towing the line between SEO and UX. GEO is not that different here in that clear, unique and valuable content works best for your website visitors who are reading or scanning as well as for crawlers and bots. Stick with what you know – sections with clear H2 headings and clear, concise copy written in the voice and tone of your brand.
3. List Pricing or Clear Product Tiers
Why it matters: People ask ChatGPT “How much does [Product] cost?” If your pricing isn’t available or discoverable, AI tools won’t answer—or will use outdated data.
- If you can’t list exact prices, use ranges or tier names with feature summaries.
- Get creative and use something that makes sense to both bots and online visitors. It could be a starts at price at the top of the page or information about how pricing is set up (ie, discounts for yearly subscriptions, price per seat, etc).
4. Mark Up Pages with Schema Structured Data
Why it matters: Schema helps search engines and LLMs interpret your content more accurately. It’s like giving them a quick category of what type of information you have where. AI bots may be powerful but you can also think of them as lazy – give them the information in an organized fashion and they will be more likely to present it.
- Prioritize Organization, Product, FAQ, Review, and HowTo schema. The list goes on! If your website is optimized for search, the good news is, you likely already have at least some schema on your site but auditing and adding schema to your website is a good idea right now and plugins like SEOPress make it easy.
- Check that your schema works on https://search.google.com/test/rich-results which will tell you whether it’s valid or not.
5. Claim and Optimize Your Profiles on Knowledge Sources
Why it matters: LLMs use external sources like Wikipedia, LinkedIn, Crunchbase, G2, Capterra, and GitHub.
- Make sure these sources are accurate, consistent, and up to date. You can update your profiles, pricing and product description there. If you don’t do this already, set up a process for getting reviews on these sites which will become even more important as these show up in AI tools and could be the first impression a potential lead has of your brand.
- Get listed in SaaS-specific directories and marketplaces. Do your own audit and figure out where your listings are missing, but should be. Not sure where to start? Search for competitors or look for your solutions like a potential customer would and start a list of what sites you see.
6. Publish Case Studies with Real-World Language
Why it matters: LLMs love well-written, real-world examples. Case studies help position your brand as a solution source.
- Highlight the customer’s problem, your solution, and measurable results. Remember these need to be written first for your reader who also wants to know these things. As B2B SaaS buyer committees grow and sales cycles extend, case studies tend to some of the best social proof you can offer to push middle of the funnel prospects down.
- Use keywords naturally like “workflow automation for HR teams” or “B2B onboarding SaaS.”
7. Keep Your Blog Active with Evergreen + Timely Content
Why it matters: ChatGPT uses recency in some responses, especially in paid/pro models that include browsing (like GPT-4o with browsing enabled).
- Blend SEO content with thought leadership: include expert opinions, stats, and practical how-tos.
- Prioritize clarity, not jargon. Like everything on your website, write first and foremost for readers, but organizing for them and for bots and crawlers includes things like clear sections with H2s and H3s that make sense, using bullet points and lists.
8. Ensure Crawlability + Fast Performance
Why it matters: If AI tools can’t crawl or access your content, they can’t use it.
- Check robots.txt, sitemap.xml, and fix 404s. Having a regular performance check on your website is vital these days and shouldn’t be deprioritized. What you don’t know can hurt your visibility and traffic.
- Ensure your site loads quickly (especially on mobile) and avoids unnecessary JavaScript blocks. Check site speeds and have a plan to fix important low-performing pages.
9. Create a Product Comparison Page
Why it matters: AI tools often get asked “X vs Y” comparisons. If you control the narrative with your own well-structured comparison, you stand a better chance of being quoted or summarized correctly.
- Example: “How [Your SaaS] compares to [Competitor]”.
- Be factual, not overly biased. Remember, you choose what features and items to compare so choose to highlight where your brand is the clear winner or market leader. You can even make this specific to your ICP by explaining why and how your software is best SMBs in your target industry for example.
10. Mention Your Company in Thought Leadership Across the Web
Why it matters: LLMs pull from trusted third-party sources—not just your site. This one is both high value and high effort. It’s easy to post a blog on your own site. It’s harder to find and get published elsewhere.
- Write guest posts or contribute to industry blogs.
- Make sure your company is mentioned by name + linked when possible.
