5 Questions to Ask ChatGPT About Your Organization’s Website

Every day, we hear from more and more of our clients that AI – ChatGPT, Claude, Google Gemini, and more – are becoming larger and larger drivers of traffic to their websites.

Whereas search engine optimization has always been the goal for marketers looking to be found organically, now it’s shifting to making sure you’re found in LLMs.

Not sure what you should be doing to ensure your site is accessible by AI? Junger Explains it All here.

As you’re likely aware, however, just because AI says something is true … doesn’t mean it actually is.

So how can you test whether or not ChatGPT is saying the right things about your organization and your website?

Here are five questions to ask.

1. “My website is [URL]. What’s the name of my organization?”

This may seem incredibly basic, but it’s important to start at the beginning.

If you have any kind of branding or organizational identity issues, then a simple “Who am I?” question will bring those to the forefront. Start your conversation with ChatGPT with this question, and make sure it’s right.

Tip: If the wrong answer is generated, then doublecheck using a different AI tool to see if it’s a one-off issue or larger problem. Either way, look for the text generated by ChatGPT in your site and see where on your site exists. It may be coded in a way that’s confusing to search engines and AI tools.

2. “What’s the mission of my organization?”

Since most nonprofit and mission-driven organizations have a page on their site outlining their mission, this question achieves two goals:

• it confirms that your site can be easily crawled beyond your homepage
• it gives you the opportunity to read your mission as it’s presented by a third-party

With both a technical and a marketing benefit, you’re killing two birds with one stone here. If you don’t like how your mission reads when it’s given to you, then time to update it.

Tip: Most AI tools will also give you the source of where they found the information you’re requesting, so you can see if the page on your site where you’re expecting your mission to be pulled from is the one actually being used.

3. “Who are the leadership and staff of my organization?”

This is a useful question because it has the opportunity to be incredibly wrong. Even if you have a dedicated leadership or staff page on your site, ChatGPT may go beyond that page to report back the key people at your organization.

When it does that, it will inevitably pull some outdated information and present the wrong answer to you. (This is especially true if you have a Board of Directors or other leadership beyond employees.)

Tip: If you see that ChatGPT is pulling outdated information about your people, then decide whether or not to remove that old content from your site completely or edit it with current information and a note about when it was updated.

4. “How can someone donate to my organization?”

Here we are – the biggie. If your organization relies on donations, then this answer better be accurate.

The last thing you want is someone clicking on a link to an old donation form, sending a check to an address that no longer exists, or unaware of other tax-beneficial ways to make a donation.

Most organizations have a pretty lengthy Donate page with multiple ways to give, so this question can help you figure out what outdated donation information is on your website and find unneeded links to old campaigns that shouldn’t be accessible. Ideally, the answer you get should also include contact information for the right person on your team.

Tip: While most development professionals want to offer every possible way for someone to donate, the results you get to this question will also show you just how overwhelming it can be to community members simply looking to make a donation. Keep it simple and straightforward.

5. “What’s the best way to contact my organization?”

We always say that your website is about action; users come to your site to achieve a goal, and if they can’t do that, they’ll get annoyed and do something else instead.

The most basic of actions – contacting your organization – needs to be easy to do, with multiple methods (phone, email, perhaps physical address/snail mail). The results you get for this question should cover all of those contact methods.

Tip: Use a variation of this question if you have multiple touch points for multiple goals; if your community members contact you about multiple things, ask ChatGPT how they can best contact your organization to donate/volunteer/apply for a job/etc.

BONUS: Ask ChatGPT to Grade Your Website’s Accessibility and Usability

If you want to get a detailed review of your website’s design and technical performance, ask this:

If you had to grade the accessibility and usability of my site, what would you say? Answer 1-10, 10 being the most usable. If it’s less than 10, please suggest ways to improve my site’s usability.

You should get a lot of useful information here and, like with most things presented by AI tools, they should be reviewed individually to see if they are appropriate.

AI tools may not ever completely replace search engines, but they continue to grow in usage and importance. Make sure the results that they’re giving to your community members are accurate and, if they aren’t, fix the content that they’re using to provide answers.

Have a question you want to ask us about ChatGPT and your website? Reach out and let’s talk.