Knowledge Base/Building Your AI Profile

Describing your business clearly

Your AI Profile starts with two connected parts: your business, and the person behind it.

Write both for accuracy rather than for algorithms. Plain language your customers would recognise. StructuredAF handles the machinery underneath.

Before you start typing

What you're aiming for is information that's:

  • Current, and fine to have published
  • Specific enough to distinguish your work from something adjacent
  • Consistent with what your website already says
  • Factual and supportable
  • Written in ordinary human language

You don't need to repeat phrases, cram in keywords, or make every optional field sound impressive. Leave a field blank if it isn't relevant. This is a description of a real business, not an application for The Apprentice.

One save button, not several. Business Details and Your Details are two separate pages, each with a single save at the bottom. The headings within a page are just layout, so fill in what you can and save the lot in one go.

Part one

Your business

This is the central record everything else hangs off: your professional profile, your offers, and how your website is described.

Five things are needed before you can save. The rest are worth filling in where they're relevant, and your dashboard will show you which is which.

Business name
The name customers know you by and see on your website.
Business description
What you do, who you do it for, and the sort of work involved. Keep it tight, for reasons covered below.
Contact email
A current business address you're happy to have published.
Primary service type
Chosen from a set list. Pick whichever comes closest to your main work, and if nothing fits, "other" lets you describe it yourself.
Target audience
Up to five entries, in your own words. Who your work is genuinely designed for.

Beyond those, there's your logo, phone number, founding date, location, awards and a link to your contact page. All optional. Don't publish a private home address purely to make the profile look fuller.

Writing your business description

Worth knowing before you write: only the first 200 characters make it into what gets published. Your full text is saved, but the published version stops there, so front-load the useful part and skip the run-up.

Lead with what you do and who for. Avoid mission statements, slogans, and anything that could describe several thousand other businesses.

Vague
"Coaching and consulting to help ambitious entrepreneurs transform their businesses and achieve their dreams."
Clear
"Business coaching for coaches and consultants launching their first online course, covering offer design, pricing and launch planning."

The second one tells you what the work actually is and who it's for. That's more useful to a person reading it, and more useful to anything else reading it too.

Part two

The person behind it

This connects you to the work your business does. Only your first and last name are needed to save, but a business with a person attached reads rather differently to one without.

First and last name
The professional name you use publicly.
Job title
A clear description of your role and the area you work in.
Bio
Your background, expertise, experience and approach. Around 500 characters makes it through to the published version, so treat that as your working limit.
Profile photo
A public link to your headshot. See below if that's not straightforward.
Years of experience
How long you've genuinely worked in this field.

There's also room for skills, certifications, where you studied, professional memberships, awards and a link to your about page. Fill in what's true and useful, ignore the rest.

Choosing a job title

Use something another person would understand without having to decode your personal brand.

Too broad
"Coach"
Clearer
"Business coach specialising in first online course launches"

Don't stretch it into a keyword list, though. Its job is to identify what you do, not to contain every service you've provided since 2007.

Writing your bio

This is where you explain why you're the person to do this work. Cover whichever of these apply: your background, your main area of expertise, relevant experience, qualifications, the sort of client or problem you specialise in, and how you go about it.

Vague
"Online business coach helping entrepreneurs build the life and business of their dreams. Passionate about empowering women to succeed."
Clear
"Business coach specialising in first online course launches for coaches and consultants. Eight years in the field, ICF accredited. My work focuses on offer design, pricing, and launch plans that don't require you to disappear for a month."

Only claim what you can stand behind. Client numbers, revenue figures, awards and credentials are worth including when they're accurate, and worth leaving out when they aren't. Specific nonsense is still nonsense, just with better punctuation.

Accurate beats complete

A fuller profile only helps when the extra information means something. Before you save, worth a quick check that:

  • Your job title and credentials are current
  • Your experience figures add up the same way everywhere
  • Nothing here contradicts what your website says
  • Results are presented with their context intact
  • Services you've stopped offering aren't described as current
  • You haven't added personal details you'd rather weren't public

The wording doesn't have to match across your website, LinkedIn and here. The facts underneath should. Saying eight years in one place and five in another is the sort of thing that quietly undermines everything else you've written.

Your logo and photo

Both need a link to the image itself rather than to a page containing it. This is where most people get stuck, and it's the most common reason a profile looks half-finished.

A good link will:

  • Start with https://
  • Open without asking anyone to log in
  • Show the image on its own, not a webpage or a file preview
  • Still work after you've logged out of your website

It doesn't need to end in .jpg or .png. Plenty of perfectly good image links don't, particularly from image hosting services, and those work fine.

Finding the link

  1. Open the published page with the image on it
  2. Right-click directly on the image itself
  3. Choose Copy Image Address or Copy Image Link
  4. Paste it into a private browser window
  5. If the image opens on its own without a login, you've got the right one

Google Drive and Dropbox links won't work, since they're pages about a file rather than the file itself. Where you can, host anything important in your own website's media library so it stays put.

What comes next

With your business and your own details in, the next part is your offers and FAQs: what someone can actually buy from you, and straight answers to the questions people ask before they decide.

Worth finishing those before you generate. You can generate halfway through, but you'll publish a half-finished picture of your business, which rather defeats the point.

Ready for the next bit?

Your offers and FAQs are where you explain what you sell and who it's right for.

Continue to Offers and FAQs →
Or open your dashboard and get started.
← Getting Started Next: Offers and FAQs →