Ever wonder what ChatGPT actually sees when it reads your website? Not the polished hero image. Not the clever animations. Just plain text, stripped of everything that makes your site look good.
That's where llms.txt comes in. It's a tiny file that hands AI models your best content on a silver platter. And if you're not using it yet, you're probably missing out on AI-driven traffic.
In this post, I'll explain what llms.txt is, how it works, and whether your Brisbane business needs one.
What exactly is llms.txt?
Think of it as a cheat sheet for AI. A plain markdown file hosted at the root of your website that gives large language models a quick, accurate summary of what you do.
You host it at yoursite.com.au/llms.txt. It lists your key pages, a one-line description of each, and the links AI crawlers should focus on. No complex code. No confusing rules.
The concept was proposed in 2024 by Jeremy Howard, co-founder of fast.ai. His idea was simple. AI models shouldn't have to crawl your entire site to figure out what you sell. Give them the highlights, and they'll trust you more.
How is llms.txt different from robots.txt?
Robots.txt tells web crawlers what to ignore. llms.txt tells AI models what to read. Same idea, opposite job.
Here's why that matters. Generative AI tools like ChatGPT and Perplexity are pulling information from across the web every day. When they visit your site, they don't care about your navigation menu or your cookie banner. They want substance. They want context. They want the facts.
llms.txt gives them exactly that. It cuts through the clutter and makes your content easy to digest. Think of it as introducing yourself to a busy person before they have to dig through your entire filing cabinet.
Why should Brisbane businesses care?
Because the way people search is changing fast. Gartner predicted that traditional search traffic would drop by 25% by 2026. And that was before ChatGPT hit 200 million weekly users. Google's AI Overviews are also answering questions directly, often without a single link in sight.
What does that mean for you? It means your customers might get answers from AI that never mention your business, even when you're the best fit.
This is where Generative Engine Optimisation, or GEO, comes in. It's the practice of making your content visible and attractive to AI engines. And llms.txt is one of the clearest signals you can send. We talk more about this in our GEO marketing guide.
Does your website actually need an llms.txt file?
Yes, and here's why. AI tools are becoming the new front door for discovery. When someone in Brisbane asks an AI assistant for the "best digital marketing agency nearby," the answer comes from sources the AI can parse and verify. If your site is easy for AI to understand, you're in the conversation. If it's not, you're not.
But let me be clear. llms.txt isn't a quick fix. It works best when your core website is already solid. That means fast loading times, mobile-first design, and clean technical SEO. We covered exactly why that matters in our post on mobile-first websites for Brisbane businesses.
It also helps to have a strong local footprint. Reviews, consistent business details, and location-based content all reinforce your credibility. If that's an area you're working on, our local SEO guide for Brisbane businesses is a good place to start.
How to create an llms.txt file in five steps
Let me walk you through it. Honestly, it'll take you less than 20 minutes.
Step 1: Create the file. Open a text editor and create a new file called llms.txt.
Step 2: Introduce your business. Add your business name and a single paragraph explaining who you are and what you do. Keep it factual. Avoid marketing fluff.
Step 3: List your key pages. Include your homepage, your main service pages, your case studies, and your contact page. Stick to the pages that define your business.
Step 4: Summarise each page. For every link, add a one-line summary. Instead of "Services", write "Web design, branding, and performance marketing for Australian businesses". Specificity helps AI understand your relevance.
Step 5: Publish it. Upload the file to the root directory of your domain, so it's accessible at yoursite.com.au/llms.txt.
What does the future of llms.txt look like?
It's early days. llms.txt isn't a formal standard yet, and not every AI tool supports it. But the direction is clear. AI models want clean, structured, trustworthy content. The businesses that prioritise making that easy will be the ones getting referenced.
Think about it this way. The brands that win in this new landscape aren't necessarily the biggest. They're the ones that understand how AI thinks and adapt first.
Brisbane businesses that adopt tools like llms.txt early are positioning themselves ahead of the curve. It's a small file with the potential to open up a whole new channel of discovery.
Your next move
Start simple. Create your llms.txt file and get it live this week. Then look at the bigger picture. Is your website ready for the AI era? Are you showing up in generative search results?
If you're not sure, we can help. Salt Agency is a full-service marketing and creative agency based in Albion, Brisbane. We do everything from custom web design and branding to SEO, GEO, and performance marketing. Grab your free marketing audit and we'll show you exactly where you stand.
