AI: how to generate schema code for your multi-page website
Schema code is information within your website that AI can access but isn’t visible.
Your Flat White website contains schema information for the overall structure and purpose of your website.
To add your individual content, you need to generate SON-LD schema code for key pages.
Don’t worry – it’s easier than it sounds, and Fred will help you too.
This blog is for our multi-page websites – The Macchiato, The Cappuccino and The Flat White. If you have a single-page Espresso website, I’ve written a separate blog to talk you through what you need to do.
How to generate schema code for your website
You need to provide information that follows the right language for schema.
Schema code can be added to the key pages of your website:
- Home Page – this content is available for AI across your website
- About Page
- Buy Page (if you have a Flat White or Cappuccino package)
- Portfolio Page
- Contact Page
The information needs to be tailored to each page, although you’ll re-use content for some fields. Follow the steps for each page below.
Home Page schema code
Step 1: add details of your business
Copy the content between the lines, and paste into an editing tool (I did it in Notes on my mac). Replace the red text in square brackets with your own content. If you don’t have information to add (e.g. professional qualifications), delete that line.
Business details
Business name: [insert name]
Website URL: [insert URL]
Location: [city, region, country]
Service area: [country or region served]
Business type: [example: Organisation, LocalBusiness, Person – more helpful information at end of blog to explain different types]
About the business
[Insert a short description of what the business does]
Core services
[List the services you want recognised]
Expertise topics
[List topics the business should be associated with]
Profiles to include in sameAs
[List profile URLs such as LinkedIn, Instagram, directories, Google profile]
Credentials or certifications
[List certifications if relevant]
How we filled this in for Flat White Websites
Business details
Business name: [Flat White Websites]
Website URL: [https://flatwhitewebsites.co.uk]
Location: [London, UK]
Service area: [UK, USA, Australia]
Business type: [Organisation]
About the business
[template websites for small businesses with unlimited free support]
Core services
[Websites for small businesses]
Expertise topics
[Websites, WordPress, Emails, Website Support]
Profiles to include in sameAs
[https://www.instagram.com/flat_white_websites]
Step 2: generate the schema code
Paste the following block of text between the lines into your chosen AI tool (we use Le Chat, which is a more ethical alternative to ChatGPT or Claude):
Write valid JSON-LD schema for my Home Page.
Follow these rules.
- Format into a code block
- Use schema.org vocabulary
- Output only the code inside a script tag
- Use JSON-LD format
- Do not include explanations
- Use a clear entity structure with @graph when appropriate
- Avoid adding fields that are not supported by schema.org
Then paste in the block of content from your editing tool, including all the information you’ve added.
Step 3: validate the schema code
Copy the complete answer from your AI tool, and paste into this code validator – click button below:
Select ‘Run new test’ and choose ‘Code snippet’ and simply paste your code.
- If no errors, your schema code is ready. Save it!
- If an error appears: copy the error message, paste it back into your AI tool, and ask it to fix the code. Then validate the corrected version again. When it’s ready, save it!
Save the code when it works, ready to add with Fred*.
About Page schema code
Step 1: add details of your business
Copy the content between the lines, and paste into an editing tool (I did it in Notes on my mac). Replace the red text in square brackets with your own content.
Adapt for your business – for example, if you’re the only one in your business, just add your details as Founder, and delete Name 2 and Team members.
Business details
Business name: [insert name]
Website URL: [insert URL]
About Page URL: [insert full URL of the About Page]
Location: [city, region, country]
Business type: [example: Organisation, LocalBusiness, Person – more helpful information at end of blog to explain different types]
About the business
[Insert a short description of what the business does]
Your details
Founders:
– [Name 1], [Job Title 1]
– [Name 2], [Job Title 2]
Team members (if applicable):
– [Name 1], [Job Title 1], [Short description of role]
Profiles to include in sameAs
[List profile URLs such as LinkedIn, Instagram, directories, Google profile]
Step 2: generate the schema code
Same process as for your Home Page. Paste the following block of text between the lines into your chosen AI tool:
Write valid JSON-LD schema for my About Page.
Follow these rules.
- Format into a code block
- Use schema.org vocabulary
- Output only the code inside a script tag
- Use JSON-LD format
- Do not include explanations
- Use a clear entity structure with @graph when appropriate
- Avoid adding fields that are not supported by schema.org
Then paste in the block of content about your About Page from your editing tool, including all the information you’ve added.
Step 3: validate the schema code
Copy the complete answer from your AI tool, and paste into this code validator – click button below:
Select ‘Run new test’ and choose ‘Code snippet’ and simply paste your code.
- If no errors, your schema code is ready. Save it!
- If an error appears: copy the error message, paste it back into your AI tool, and ask it to fix the code. Then validate the corrected version again. When it’s ready, save it!
Save the code when it works, ready to add with Fred*.
Buy Page schema code
Step 1: add details of your Buy or main Shop page
Copy the content between the lines, and paste into an editing tool (I did it in Notes on my mac). Replace the red text in square brackets with your own content. Fill in all the fields that are relevant to your business, and delete any optional fields you don’t complete.
Business details
Business name: [insert name]
Website URL: [insert URL]
Shop Page URL: [insert full URL of the Shop Page]
Location: [city, region, country]
Business type: [example: Organisation, LocalBusiness, Person – more helpful information at end of blog to explain different types]
About the shop
[Insert a short description of the shop, e.g., “Flat White Websites offers template websites for small businesses with unlimited support.”]
Shop focus (optional)
[Insert the primary focus of the shop, e.g., “Template Websites”, “Wedding Bouquets”, “Consulting Services”]
Currency
[Insert currency code, e.g., GBP, USD, EUR]
Payment methods accepted (if applicable)
[List payment methods, e.g., “Credit Card”, “PayPal”, “Bank Transfer”]
Shipping or delivery details (if applicable)
[Insert shipping policy or delivery details, e.g., “Digital delivery only”, “Free shipping worldwide”]
Return or refund policy (if applicable)
[Insert return/refund policy, e.g., “30-day money-back guarantee”]
Profiles to include in sameAs
[List profile URLs such as LinkedIn, Instagram, directories, Google profile]
Step 2: generate the schema code
Same process as for your Home Page. Paste the following block of text between the lines into your chosen AI tool:
Write valid JSON-LD schema for my selling page.
Follow these rules.
- Format into a code block
- Use schema.org vocabulary
- Output only the code inside a script tag
- Use JSON-LD format
- Do not include explanations
- Use a clear entity structure with @graph when appropriate
- Avoid adding fields that are not supported by schema.org
Then paste in the block of content about your Shop/Buy Page from your editing tool, including all the information you’ve added.
Step 3: validate the schema code
Copy the complete answer from your AI tool, and paste into this code validator – click button below:
Select ‘Run new test’ and choose ‘Code snippet’ and simply paste your code.
- If no errors, your schema code is ready. Save it!
- If an error appears: copy the error message, paste it back into your AI tool, and ask it to fix the code. Then validate the corrected version again. When it’s ready, save it!
Save the code when it works, ready to add with Fred*.
Portfolio Page schema code
Step 1: add details of your portfolio
Copy the content between the lines, and paste into an editing tool (I did it in Notes on my mac). Replace the red text in square brackets with your own content. If the number of items in your portfolio will vary a lot, just delete this line.
Business details
Business name: [insert name]
Website URL: [insert URL]
Portfolio Page URL: [insert full URL of the Portfolio Page]
Location: [city, region, country]
Business type: [example: Organisation, LocalBusiness, Person – more helpful information at end of blog to explain different types]
About the portfolio
[Insert a short description of the portfolio, e.g., “A collection of web design projects created by Flat White Websites for small businesses.”]
Portfolio focus
[Insert the primary focus of the portfolio, e.g., “Web Design”, “Graphic Design”, “Branding”, “Photography”]
Number of items in portfolio (if applicable)
[Insert approximate number, e.g., “50+”]
Profiles to include in sameAs
[List profile URLs such as LinkedIn, Instagram, directories, Google profile]
Step 2: generate the schema code
Do exactly the same as you did for your Home Page. Paste the following block of text between the lines into your chosen AI tool:
Write valid JSON-LD schema for my portfolio page.
Follow these rules.
- Format into a code block
- Use schema.org vocabulary
- Output only the code inside a script tag
- Use JSON-LD format
- Do not include explanations
- Use a clear entity structure with @graph when appropriate
- Avoid adding fields that are not supported by schema.org
Then paste in the block of content about your Portfolio Page from your editing tool, including all the information you’ve added.
Step 3: validate the schema code
Copy the complete answer from your AI tool, and paste into this code validator – click button below:
Select ‘Run new test’ and choose ‘Code snippet’ and simply paste your code.
- If no errors, your schema code is ready. Save it!
- If an error appears: copy the error message, paste it back into your AI tool, and ask it to fix the code. Then validate the corrected version again. When it’s ready, save it!
Save the code when it works, ready to add with Fred*.
Contact Page schema code
Step 1: add details of your portfolio
Copy the content between the lines, and paste into an editing tool (I did it in Notes on my mac). Replace the red text in square brackets with your own content. You don’t have to include a physical address, but including a broad location, e.g. Wapping, London in our case, is helpful.
Business details
Business name: [insert name]
Website URL: [insert URL]
Contact Page URL: [insert full URL of the Contact Page]
Location: [city, region, country]
Business type: [example: Organisation, LocalBusiness, Person – more helpful information at end of blog to explain different types]
About the contact page
[Insert a short description, e.g., “Contact Flat White Websites for support or inquiries.”]
Contact details
– Telephone: [insert phone number]
– Email: [insert email address]
– Address: [insert full address, e.g., “123 Example St, London, UK”]
– Contact type: [e.g., Customer Service, Sales, Support]
Profiles to include in sameAs
[List profile URLs such as LinkedIn, Instagram, directories, Google profile]
Opening hours (if applicable)
– [Day 1]: [Opening time]-[Closing time]
– [Day 2]: [Opening time]-[Closing time]
Step 2: generate the schema code
Same process as for your Home Page. Paste the following block of text between the lines into your chosen AI tool:
Write valid JSON-LD schema for my portfolio page.
Follow these rules.
- Format into a code block
- Use schema.org vocabulary
- Output only the code inside a script tag
- Use JSON-LD format
- Do not include explanations
- Use a clear entity structure with @graph when appropriate
- Avoid adding fields that are not supported by schema.org
Then paste in the block of content about your Contact Page from your editing tool, including all the information you’ve added.
Step 3: validate the schema
Copy the complete answer from your AI tool, and paste into this code validator – click button below:
Select ‘Run new test’ and choose ‘Code snippet’ and simply paste your code.
- If no errors, your schema code is ready. Save it!
- If an error appears: copy the error message, paste it back into your AI tool, and ask it to fix the code. Then validate the corrected version again. When it’s ready, save it!
Save the code when it works, ready to add with Fred*.
*Add with Fred
When you’ve generated and saved your code for one or more pages, book a chat with Fred. He’ll then add the code in the right place on your website.
Well done! Your website now contains optimised schema for AI to use.
Extra reference guide for ‘Business Type’
When creating schema code, you’ll need to choose your business type. This tells search engines and AI tools what type of business your website represents. Choosing the correct type helps these systems categorise your business and understand how your goods or services should appear in search results.
Use the guide below to select the option that best matches your business.
Person
- Best for: solo personal brands, coaches, consultants, creators, or speakers.
- Signals: describes a real person as the expert or brand behind the website. Use when the founder’s name is the brand (e.g., “Jane Doe Designs”).
- Example: freelancers, influencers, or solo practitioners.
Organization
- Best for: companies, agencies, studios, or brands where the business name is the main identity.
- Signals: describes a company or brand (not an individual). Use for businesses with teams or a brand name separate from a person’s name.
- Example: “Flat White Websites,” “Acme Corp.”
LocalBusiness
- Best for: businesses with a physical location or serving a specific geographic area (e.g., restaurants, salons, gyms, dentists).
- Signals: connects the business to a physical location, improving local SEO.
- Note: LocalBusiness is a subtype of Organisation, so it inherits all Organisation properties.
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