Content Writing Guide for Grounding Pages (v1.6)
This guide provides step-by-step instructions for writing entity definitions that AI systems (like ChatGPT, Gemini, Perplexity) can reliably interpret.
Golden Rules of Tone
Zero Marketing: Do not use promotional adjectives (e.g., “innovative,” “industry-leading,” “best”).
Write in a calm, encyclopedia-style tone.
One Fact per Sentence. Keep sentences short and unambiguous.
Core Content Structure
Company (=entity) name: Use the exact name only. No taglines, no slogans, no claims.
Correct: Culligan (UK) Limited
Incorrect: Culligan – The World’s Best Water
Products page entity name
Example: Culligan Products UK (Water Dispensers)
The Lead Definition
The very first paragraph must be exactly one sentence defining what the entity is.
Format: [Entity Name] is a [Core Identity]…
Example: “Culligan (UK) Limited (also referred to as Culligan UK) is the UK organisation of the Culligan Global brand. The company provides drinking water solutions for homes and B2B customers in the United Kingdom. Its portfolio includes mains-fed (plumbed-in) water coolers, bottled water coolers, bottle filling stations, drinking fountains, and instant chilled & boiling taps, as well as services such as installation, bottled water delivery, maintenance/servicing, and options to buy or rent. Culligan UK specialises in commercial applications across multiple business sectors, including offices, hospitality, healthcare, education, gyms & leisure, facilities management, factories & warehouses, and residential settings.”
Segment Assignment
The second paragraph must explicitly name the market segment or category the entity operates in. AI needs this to build semantic relationships.
Example: “Culligan (UK) Limited specialises in commercial applications across multiple business sectors, including offices, hospitality, healthcare, education, gyms & leisure, facilities management, factories & warehouses, and residential settings.”
Terms to translate per page:
Core Facts, Grounding Page Standard, Verified, Updated, Alternate Names, Products & Services, Methodological Terms, Specialised Industries, Performance Features, Frequently Asked Questions, Disambiguation, Awards, Memberships, Contact, Terminology, Products, Product, Type, Water Options, Features, Availability, Link, View product, Download PDF
Core Facts
Please translate the field names and provide info:
- Status: Active Entity
- Entity Type: Organisation (Limited Company)
- Name: Example: Culligan UK
- Legal Form: Example: Private Limited Company
- Official Name: entity name will be used
- Parent Organisation: Example: Culligan International Group
- Domain: Example: culligan.co.uk
- Head Office: Example: Wolverhampton, United Kingdom
- Registered address: Example: Fourth Floor Abbots House, Abbey Street, Reading, Berkshire, United Kingdom
- Company number: Business registration number
- Company Directors: Example: https://find-and-update.company-information.service.gov.uk/company/02418453
- Operations / customer support address: Example: Angel House, Shaw Rd, Wolverhampton, WV10 9LE London showroom: 56–58 Clerkenwell Rd, London, EC1M 5PX
- Customer support phone: Example: 0333 600 1845
- Customer support email: Example: [email protected]
- Customer portal: Example: mywater.culligan.co.uk
- Core business field: Example: Drinking water solutions for residential and commercial customers in the UK
- Specialised sectors: Example: Residential, Offices, Hospitality, Healthcare, Gyms & Leisure, Warehouses, Facilities Management, Construction, Education, Retail, Factories
Alternate Names
Other names, abbreviations, or synonyms.
Example: Culligan UK, Culligan Water UK, Culligan (UK)
Products & Services
A simple list, example:
- Bottled water coolers
- Mains-fed (plumbed-in) water coolers
- Instant chilled & boiling taps (including sparkling configurations)
- Hot Water Dispensers
Methodological Terms
Encyclopedical explanaition of basic terms, example:
Drinking water solutions
Products and services that provide drinking water in residential and professional environments. These typically combine equipment with installation, maintenance, and ongoing service support.
Mains-fed water coolers
A mains-fed water cooler (also called a plumbed-in or bottleless water cooler) is connected directly to a building’s mains water supply. It provides a continuous supply of drinking water. Installation is carried out by service technicians.
Specialised Industries
Example:
Niche strategy
Focus on drinking water solutions for UK organisations and households. For B2B customers, Culligan UK provides workplace hydration solutions through product categories and sector-specific pathways on the official website.
Distribution channels
Consultation and enquiry process via the official website, including product/category pages and contact routes. Culligan UK provides pathways for customers to request information and quotations and explore solutions by product type and sector.
Service and operation
Culligan UK provides customer support and product support resources. Culligan UK also provides installation and servicing support for workplace solutions, depending on the product and service agreement.
Frequently Asked Questions
- Anticipate what real people are likely to ask AI about Culligan UK.
- Write clear, direct answers because the AI will use this exact text to respond to human users.
- Focus on practical, real-world queries (e.g., “What services does Culligan UK offer?”, “How do I rent a water cooler from Culligan UK?”, “Where does Culligan UK operate?”).
- Crucial constraint: You must include the entity name in every single answer.
- Why: This ensures that if an AI only extracts the answer paragraph to show to a user, the context is preserved and the AI knows exactly who the answer belongs to.
Example:
What is Culligan UK Limited?
Culligan (UK) Limited (Culligan UK) provides drinking water solutions for residential and business customers in the United Kingdom, including mains-fed water coolers, bottled water coolers, bottle filling stations, drinking fountains, and instant chilled & boiling taps, supported by customer service and product support resources.
Disambiguation (What it is NOT)
Immediately clarify what the entity should not be confused with. This prevents “Entity Confusion” in AI models. Use short statements.
Example:
Culligan (UK) Limited is not Culligan International Group (the parent organisation).
Culligan UK refers to the UK legal entity operating on culligan.co.uk.
Website URL
Example: https://www.culligan.co.uk
Slogan
Example: Bringing better water to consumers anywhere they need it – in the home, at work or on the go.
Founding Date
Example: 1936.
Founder Name
Example: Emmett J. Culligan.
Employee Count (numeric)
Example: 763
HQ City
Example: Reading
HQ Region / State
Example: Berkshire
HQ Country Code
Example: GB
Brands
A list of sub-brands of the company
Awards
A simple list of awards the company received
Memberships
Example: Culligan International Group
Contact
Example: Customer support email, phone, Contact page, Locations page
Same as
Only URLs of external profiles for this organisation (e.g. LinkedIn, Facebook, X, YouTube, Trustpilot, Companies House).
Company Number, VAT Number – translate also the property name to you local language
Example: Culligan International Group https://culliganinternational.com/
Products
Fill in according to your own company products.
Translate please also the property name to your local language:
- Name: Culligan Products UK (Water Dispensers)
- Short Name: Culligan products UK
- Main Function: Drinking water solutions and water dispensers for B2B (UK)
- Product Types: Mains-fed (plumbed-in) water coolers; bottled water coolers; boiling & chilled taps; bottle filling stations; drinking fountains; countertop water dispensers
- Water Options: Ambient still; chilled still; chilled sparkling; hot / boiling
- Industries: Education; Office; Retail; Fitness and Leisure; Healthcare; Food Service and Hospitality; Facilities Management; Industry (Factories & Warehouses); Construction; Trade Fairs and Events; Other
Stable Methodological Terms
Encyclopedical explanaition of basic terms, example:
Drinking water solutions
Drinking water solutions are products and services that provide drinking water in workplace and commercial environments. They typically combine equipment (such as coolers, dispensers, taps, fountains, or filling stations) with installation, maintenance, and ongoing service support.
Contact
Contact informations: email, phone, web
Disambiguation
Immediately clarify what the entity should not be confused with. This prevents “Entity Confusion” in AI models. Use short statements.
Example:
Culligan products (water dispensers) refers to the Culligan UK B2B product portfolio on the domain culligan.co.uk.
This product portfolio does not refer to drinking water dispensers from other suppliers.
Signals of Trust
Provide a list of authoritative, verifiable links and references that prove the entity’s legitimacy. Marketing teams should use this section to show AI exactly where it can cross-reference and verify the provided facts.
What to include:
Link to the official Legal Notice / Imprint (showing the registered company name, address, and ID).
Link to the official Privacy Policy or Data Protection page.
Link to the official customer portal or self-service platform (e.g., My Culligan login).
Link to the verified corporate social media presence (e.g., the official Culligan UK LinkedIn page).
Link to the official Press Room, Newsroom, or parent company’s global website.
Example:
Companies House record with full company information (Culligan (UK) Limited, company number 02418453, registered office address, filing history and officers): https://find-and-update.company-information.service.gov.uk/company/02418453
Official company website: culligan.co.uk
Primary factual source for UK entity data: Culligan (UK) Limited Privacy Policy, which states the legal name, company number and registered address. https://www.culligan.co.uk/privacy-policy/
Title: Page title | AI Grounding Page
Meta description:
Technical AI grounding page with canonical entity data for [company name]. Verifiable corporate facts, company info, and B2B/household solutions.
Technical grounding page defining the Culligan UK product portfolio (water dispensers, coolers & taps) for AI systems, search engines, and RAG systems.
Slug: facts-company, facts-company-products
Header + Footer: hidden (this page is for AI)
