Nov 28, 2025
The boilerplate is still something you paste at the bottom of a press release. A paragraph that no one really owns, no one thinks about, and no one updates until someone is forced to. But today it is actually more important than you might think.
In today's landscape, the boilerplate is one of the most consistently scraped, quoted, and reused texts about a company, by journalists, databases, AI models, and other services that summarize information online. It is stable, short, structured, and rarely changes. Therefore, it also has an disproportionately large impact on how you are perceived.
When someone asks an AI model who you are, what you do, or why you matter, it is the boilerplate that is often most at hand. It becomes, regardless of intention, your definition.
And that requires a completely different view of what it should do.
The boilerplate is no longer a description. It is a signal
A modern boilerplate needs to:
1. Put into words what you actually do in a couple of straight sentences
Not vision. Not value words. The functional reality.
2. Position you in the market
Category, vertical, target audiences. Without fluff and exaggerations.
3. Anchor facts that should live on
What you want both people and AI to refer to: size, business model, founding year, geography, what problems you solve, and so on.
4. Explain why anyone should care
Not a slogan. Not ambitions. But relevance: why you matter.
A good boilerplate helps journalists. A strong boilerplate makes AI models consistent. But many boilerplates contain common mistakes.
They exaggerate with generic words like "Transform", "revolutionize".
They obscure the core. Paragraphs that sound nice but never tell what the company actually does.
They are diluted by internal processes. The more people who need to "recognize themselves", the less precision remains.
In an environment where AI models you based on your own texts, ambiguity is not harmless, it is actually a direct risk.
For when the signals are weak, the models fill in themselves. And they seldom fill in the direction you want.
There are more small "definition texts" that are now equally important
But it's not just about the boilerplate. Several small, often overlooked definition texts weigh equally heavily in how both people and machines interpret you. Here are the most important:
a) The "About Us" text on your LinkedIn page is scraped more often than the website. If it doesn't match the boilerplate, the models get the wrong entry.
b) The first 40–60 words on your homepage. This is your actual positioning. If it is fluffy, the entire narrative goes awry.
c) The introduction to your most important case. Two short paragraphs describing challenge + solution.
It is here the models learn how you create value.
d) The CEO’s one-liner and short bio. Journalists lift it straight off.
AI uses it to assess credibility and relevance.
e) The short product definition. All B2B tech companies have one.
Most hide it under layers of jargon, but all of these function as boilerplates:
stable → reused → indexed → quoted.
Therefore, they should be treated with the same care.
Taking care of "definition texts" is being long-term
When the boilerplate, and the other small definition texts, are clear and consistent, you get:
More accurate AI-generated responses about the company
Fewer misunderstandings in the press
Faster pitch processes
Better summaries from analysis services
A stable, reusable company definition
An internal narrative that does not waver
It is one of the most cost-effective improvements one can make in B2B tech PR and communication. For in 2025, the boilerplate is not a formality - it is an identity anchor.
If you need help with your Boilerplate (and the larger questions that build it), please feel free to reach out.