1. Find the questions people ask
Start with the questions that come up in sales conversations, enquiries and customer support. Then use Google Search Console, Google’s related questions and relevant discussions on platforms such as Reddit to identify gaps.
Prioritise questions that recur, influence a decision and relate to the services you want to grow. For each one, ask which existing page should answer it and what expertise would make the answer more useful.
2. Check that your content is accessible
Useful information cannot contribute to an answer if the relevant systems cannot find or read it. Check that priority pages can be discovered and indexed, that important content is available to relevant search crawlers, and that internal links help people and crawlers reach it.
Ask your technical team to identify genuine access barriers and prioritise fixes. Being accessible gives a page the opportunity to be considered; it does not guarantee a citation or recommendation.
3. Improve your priority pages
Before publishing more content, review the service and product pages that matter most. Do they explain who the offer is for, how it works, what affects the cost and what happens next?
Replace broad claims with specific answers. Add the details your team normally explains in a sales conversation, supported by evidence where possible. The result should help a person make a decision, whether they arrive through Google, an AI answer or another channel.
4. Make your expertise visible
Your team may answer difficult customer questions every day, but much of that knowledge never reaches the website. Interview the people who deliver the service or help customers choose between options. Ask what customers commonly misunderstand, when an approach may be unsuitable and what they need to know earlier.
Use those insights to improve a priority page or create a genuinely useful resource. Where appropriate, make clear who contributed the expertise.
5. Strengthen your wider presence
Your website is only one source of information about your organisation. Review relevant publications, directories, partner websites, reviews and communities to see how you are represented.
A practical exercise is to ask AI platforms realistic buying questions, open the sources they cite and look for credible places where your organisation is missing or described inaccurately. Correct outdated profiles and consider where an expert contribution would genuinely help the audience. Reddit and YouTube can also help you understand questions and share useful expertise, where they are relevant to your sector.
6. Measure your AI visibility
Choose prompts based on real customer questions and use an AI visibility tool to track relevant mentions, citations and competitor appearances over time. Then review the answers behind the numbers: are you appearing for the right services, is the information accurate, and are you being recommended or simply cited?
Connect that visibility with identifiable website visits, useful actions and the quality of enquiries. No dashboard will capture every journey, so use these signals together. The most useful finding is one that helps you decide what to improve next.
What should you do next?
Choose 1 priority audience and service. Find the questions that matter to them, review the pages that should answer those questions, check for technical barriers and look at how credible external sources describe you. Set up tracking so you can review what changes and choose your next action.
If you’d like help identifying where to focus, apply for a free AI Visibility audit. We’ll review your website and search visibility, the questions your content needs to answer, and the priorities most likely to make a difference.
