How to Prep Your Website for AI and LLM’s
I recently asked my pal John Franklin (co-founder of Kilo) what gym owners should be doing to make sweet love to the robots peeping on their website.
In other words,
“If prospects are asking AI about local gyms and trainers,
How do we make sure we show up in those answers?”
From John…
*********
When I owned gyms, SEO felt straightforward. Throw in some keywords, snag a few backlinks, and voilà; you’d show up on Google.
Now? Search has completely changed.
What used to be Search Engine Optimization (SEO) is now called GSEO, short for Generative Search Engine Optimization. Google’s AI now writes its own answers to search questions, it’s no longer just a list of links. When someone types “best gym near me” or “how to get in shape after 40,” Google scans dozens of sites, picks the clearest and most credible, and quotes them directly in a summary at the top of the page.
(example of AI overview)
That summary is what most people actually read. If your site isn’t part of it, you’re missing out on the visibility your gym needs to grow.
And it’s not just Google doing this. AI LLM’s like ChatGPT and Perplexity answer search queries the same way, by pulling from trusted sites, summarizing the info, and recommending where people should go next.
Before building software, I ran five gyms. I’ve spent way too much time wrestling with bad websites and “SEO experts” who promised the moon but delivered nada. So when we built gym sites, we focused on one thing: websites that actually turn visitors into paying members.
Here’s how gym owners like you can get your website ready for AI search and LLM’s:
Lead with clarity.
Start every page with a crystal-clear sentence explaining what you do and where, such as “Personal Training in Denver” or “Group Classes in Toronto.” Vague slogans like “We change lives” don’t cut it. AI and real people need clear, factual language upfront. Remember, most visitors leave within 3 seconds if they’re confused.
(example of a clear market positioning statement)
Build your pages around real people.
Address the real struggles your members face: inconsistency, gym anxiety, stalled progress. When your writing feels genuine and speaks to those frustrations, both AI and people recognize it as authentic. Authentic content gets pulled into AI summaries.
(examples of pain points)
Back up what you say.
Spread proof all over your site: member stories, before-and-afters, credentials, reviews. Don’t shove it all on a hidden testimonials page. Weave it into your story so it feels natural.
Be specific about who you help. Generic lines like “Fitness for everyone” don’t get noticed. Describe your audience and approach. “We help busy professionals build strength without sacrificing family time” always beats a buzzword slogan.
(example of proof)
Tighten the tech.
Clean up your titles, headers, image alt text, and metadata. These signals help AI understand each page’s purpose. A fast, well-structured site gives you a leg up on the competition.
Keep content fresh.
AI favors active sites. Post useful blogs (with dates and author names), answer common member questions, and update service pages as your gym evolves.
Add a FAQ section to every page.
Put a short list of frequently asked questions at the bottom of each page, questions your prospects actually ask, like: “Can I pause my membership?” “What’s included in the my membership?”
AI tools love structured Q&A formats because they’re clear, scannable, and easy to pull into summaries. Plus, they answer objections before someone even has to ask.
(example of an FAQ accordion)
If all of this sounds overwhelming… That’s because it is. Most gym owners don’t have time to master SEO, write structured copy, or manage technical details. That’s where Kilo comes in.
At Kilo, we build gym websites optimized for AI search from day one. We help highlight what makes your gym unique and handle all the tech so your site shows up where it matters.
AI isn’t replacing search, it’s rewriting it. Gyms that adapt now will keep growing.
John Franklin
Co-Founder, Kilo
Gym Owner | Professional Scrapper | Amateur Parent
PS Mark again…
Interested in setting up a call with Kilo to find out how they can help you get robot-ready?
Book an intro call HERE.
Tell ‘em I sent ya, and they’ll take real good care of ya now, ya hear?