Does AI recommend your business? Here’s how to get a clearer picture
Have you ever asked ChatGPT to recommend a business like yours? It’s tempting to have a quick look, especially when you hear more people talking about using AI to find services, compare options and decide who to contact. But what happens if your competitors appear and you don’t?
Before you start rewriting your website, it’s worth taking a closer look at what you’ve actually checked.
One answer only tells you so much
You might ask, “Who are the best kitchen companies in West Sussex?” and get a list of names. Ask again, or explain that you’re renovating a listed property near Chichester, and you may get a different answer. The wording matters, but so does the context you give. Someone looking for the cheapest option has different needs from someone who wants a specialist to manage a complicated project.
This is why I’d be careful about judging your visibility from one question or screenshot. It’s a starting point, but it doesn’t give you the whole picture.
Start with the questions your customers ask
When I review a business’s visibility, I want to understand how its customers look for help. Some people know exactly what they need. Others are still trying to work out what their options are.
A homeowner might ask: “Can I replace my staircase without changing the whole layout?”
Someone else might ask: “Who designs bespoke staircases near Chichester?”
Those are two different stages of the same journey. Your website should help with both. The four types of search intent
In marketing, we call the reason behind a search search intent. There are four main types. They aren’t necessarily stages people move through in order, but they help us understand what someone needs.
1. Informational: “Help me understand”
They’re looking for advice or answers.
Example: “Can I renovate my staircase without replacing it?”
Helpful guides, FAQs and case studies can answer their questions and introduce your expertise.
2. Navigational: “Help me find a particular business”
They already have a business or website in mind.
Example: “JLA Joinery staircase projects”
Clear business information and easy website navigation help them find what they’re looking for.
3. Commercial investigation: “Help me compare my options”
They’re considering a purchase and researching the best fit.
Example: “Best bespoke staircase companies in West Sussex”
Reviews, relevant projects and clear explanations of your approach can help them choose.
4. Transactional: “Help me take the next step”
They’re ready to act, whether that means buying, booking or requesting a quote.
Example: “Get a quote for a bespoke staircase in Chichester”
Your website needs to make that next step clear and easy. Start with the questions that come up in your enquiries, consultations and sales conversations. They’ll tell you far more about your customers than a list of questions invented just to test an AI tool.
What can you do if your business isn’t appearing?
My first step would be to review the information available about your business. Does your website clearly explain what you do, who you help and where you work? Can someone see examples of relevant projects? Are your business details accurate elsewhere online?
It sounds basic, but these things are easy to overlook when you’re busy running a business.
If you offer a specialist service but only mention it in passing, there may be very little information for a potential customer to find or assess. A detailed case study can help. So can a useful service page that answers the questions people have before they enquire.
For local businesses, specific experience is often your strongest material. Talk about the project, the problem you solved and the decisions involved. Include the details only you would know.
You still need to give people a reason to choose you
Being mentioned is encouraging. But someone still needs to feel confident enough to take the next step. If they visit your website, can they quickly understand whether you’re right for them? Are there genuine reviews? Clear examples of your work? An explanation of what happens when they contact you?
Getting found is one part of the job. Helping the right person feel comfortable making an enquiry matters just as much.
Measure what happens afterwards
I’d look at visibility over time, using a consistent set of relevant questions, rather than reacting to every change. Then I’d look at what that visibility contributes.
Are people visiting your website from AI tools? Are those visits leading to enquiries? Are you asking new customers how they found you? You won’t always be able to trace every enquiry perfectly. But combining those answers gives you a more useful picture than a visibility score alone.
Want to check how your business shows up in AI search?
I’ve put together an 11-page AI visibility checklist to help you review your online presence and spot areas to improve. It includes practical checks and helpful links so you can work through it at your own pace.
