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Not sure if your website's working for you? Let's talk it through - coffee locally or a call, no time limit.
Most of your work probably comes from people who already know you. Someone rings, you turn up, they tell their neighbour. That has worked for years and it still works.
So when a marketing email lands about AI SEO, the useful first question is not what is it. It is whether it matters for a business like yours.
Here is how I would work that out.
If nearly all your work comes from repeat customers and referrals, and you are busy enough, you can leave this alone for now. Genuinely. Nothing on the internet beats a good reputation inside a small trade network.
It starts to matter when one of these is true.
You want work from outside the circle of people who already know you.
You are in a category people research before they ring. Anything that involves letting a stranger into their house, or spending more than a few thousand dollars.
You are up against businesses that spend real money on advertising, and you are not.
If none of those are you, close the tab. I would rather you did that than paid me for something you do not need.
For a lot of agencies it means using AI to write more content. Feed it your topics, get twelve blog posts a month instead of two, fill the site up.
That is content production with a faster tool. It is not nothing, but you can spot it because nothing about the site changes except the volume. Same structure, same technical setup, same thin pages. Just more of them.
The other version is about whether the tools people are now asking can find you, read you and trust you enough to put your name forward.
When someone asks ChatGPT for an electrician in Brisbane, something has to choose which businesses get named. That decision comes down to three things, and none of them are blog posts.
Not from a nice photo and a tagline. From clear headings, one subject per page, and specifics it can actually quote. Your service area, your licence number, your hours, roughly how you charge. Vague copy gives it nothing, so it goes and finds someone who was specific.
Your business name, address and phone number on your website, your Google listing, and the four directories someone added you to in 2019. If they disagree, you look unreliable to something that is cross checking you.
These tools lean hard on sources that are not your own website. For a sparky that might be Master Electricians Australia, a supplier's installer list, a local paper, your reviews. Being talked about somewhere else counts for more than talking about yourself again.
Earlier this year we rebuilt a Brisbane building inspection business's website and rewrote their content at the same time. Clearer answers, real specifics, sensible structure.
We were not chasing AI answers when we did it. We were making the site clear.
They are now getting found through ChatGPT and Gemini. I know that because their contact form asks people where they heard about them, and people are typing it in themselves.
What I cannot tell you is how many, or what it is worth to them yet. It has been a few weeks. I would rather show you a real number in six months than a flattering one now.
Same reason I will not promise you a spot in an AI answer. There is no ad platform behind ChatGPT and no way to buy your way in. Anyone telling you otherwise is guessing.
Most of this is not a separate product. It is what a decent rebuild or content refresh should include anyway, which is exactly why the building inspection client got it without asking for it.
If your website is already solid, it is a smaller piece of work on its own.
If your website is from 2019 and has not been touched since, AI search is not your problem yet. The website is. I will tell you that rather than sell you the other thing.
On timing: content and technical changes tend to show up in AI answers faster than they move Google rankings. Getting mentioned on other people's sites takes longer, because that part depends on other people.
If the answer is nothing, you are buying blog posts. That may be fine. Just know what you are buying.
There is no ranking dashboard for ChatGPT answers. The honest version is someone asking the tools the same questions every month and showing you what came back, in writing. If they cannot tell you how they will measure it, they have not thought about it.
This is the one that sorts people out. Anyone honest will tell you a good chunk of it is just building a website properly, and they would have said so regardless. Anyone who tells you it is all new and all urgent is selling.
If you want to know how your site reads to both audiences, that's largely what an audit does now. Or have a chat with me about it. I'd genuinely like to hear from anyone who thinks I've got the service business part of this wrong.
