There is no shortage of advice telling businesses to “answer customer questions” or “be transparent”. This is nothing new.
What IS new is how obvious it’s become when companies are only pretending to do it.
AI (artificial intelligence) has raised the baseline. When someone asks a question today, they are often shown a clear, structured answer compiled from multiple sources. This means that vague marketing language stands out immediately – and not in a good way.
If your content says a lot without actually saying anything, you are no longer just being ignored you’re being filtered out by Google.
The real shift is not that businesses need to answer questions – it’s that they now need to answer them better than the internet’s average.
Why being specific is key
Many sites talk about benefits in broad terms because they want to appeal to everyone. In reality, broad content is easy for AI to summarise without needing to reference you.
Specific experiences and clear examples of your expertise are much harder to replicate, which makes them far more likely to earn visibility and trust.
There is also a growing advantage in saying what you aren’t the right fit for. It feels counterintuitive, yet it signals confidence and reduces friction for buyers who are trying to make a decision quickly. In a world where people are overwhelmed with options, clarity beats persuasion.
The businesses seeing the strongest results are not producing more content – they’re producing more useful content. They explain real scenarios and prioritise helping buyers make a decision rather than trying to sound impressive.
If your content still reads like it could belong to any competitor, it’s time to rethink the approach.
If you want a strategy that captures your expertise, turns it into content that stands out and strengthens your visibility across search and AI platforms, work with the team at Engage Web to increase your visibility and let your knowledge shine through.
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- What the rise of zero-click search means for lead generation - February 18, 2026
- ChatGPT-6 is coming: What can we expect? - February 16, 2026
