Your customers aren't just looking for services anymore. They're looking for answers.
When someone searches for your type of business, they're often dealing with a specific problem or question. The plumber who gets called isn't just the one with the best Google ranking. It's the one who helped them understand what that weird noise in their pipes actually means.
This shift changes how you need to think about your business visibility online.
Most local business owners focus on being found when someone searches "dentist near me" or "best pizza delivery." Those searches still matter, but they're not the whole story.
People are also searching things like "why does my tooth hurt when I drink cold water" or "how long does leftover pizza stay good in the fridge." These aren't direct business searches, but they represent real customer needs.
When your business becomes the source that answers these questions, something interesting happens. You become more than just a service provider. You become a trusted resource.
A local HVAC company might write about why some rooms in houses stay colder than others. They're not trying to help people fix it themselves. They're helping people understand what's normal versus what needs professional attention.
A veterinary clinic might explain what different types of dog behavior mean after a visit. Pet owners want to know if their dog is acting normally or if they should be concerned.
An auto repair shop might describe the sounds cars make and what they typically indicate. Most people have no idea if that grinding noise is urgent or something that can wait.
These aren't comprehensive how-to guides. They're explanations that help customers make informed decisions about when they need professional help.
ChatGPT, Perplexity, and Google's AI Overview pull information from sources that demonstrate expertise and authority. When someone asks these tools a question, they look for content that clearly explains concepts without unnecessary complexity.
The local business that explains "why your garbage disposal smells like sewage" in simple terms becomes a source these AI tools can reference. The business that only talks about their services and credentials doesn't give AI tools anything useful to work with.
This isn't about gaming the system. It's about genuinely helping customers understand their problems and your industry.
Start thinking about the questions your customers ask before they buy from you, during the process, and after the work is done.
What do they not understand about your industry? What assumptions do they make that are wrong? What do they worry about that you consider routine?
A massage therapist might explain what muscle tension actually is and why it builds up in certain areas. A financial advisor might break down what those investment fees actually mean in dollar terms. A roofing contractor might explain how to tell the difference between normal wear and damage that needs immediate attention.
You're not trying to eliminate the need for your services. You're helping people understand when they need professional help and what good service looks like.
Pick three questions you get asked regularly by new customers. Not questions about pricing or scheduling, but questions about the actual problem they're facing.
Write a straightforward explanation for each one. Use the same language you'd use if a neighbor asked you about it over the fence. Skip the technical jargon unless you immediately explain what it means in plain English.
Put these explanations on your website. Not buried in a blog section, but somewhere customers can actually find them. Many businesses create a simple FAQ section or a "What You Should Know" page.
Update your Google Business Profile posts with helpful information instead of just promotional content. Share one useful tip or answer one common question each week.
This approach works because it matches how people actually make decisions about local businesses. They want to work with someone who understands their situation and can explain things clearly.
When AI tools look for businesses to recommend, they favor sources that demonstrate real expertise through helpful content. A business that only lists services and credentials doesn't give these tools much to work with.
The plumbing company that explains what causes low water pressure becomes a resource AI can reference when someone asks about that problem. The dental office that clarifies when tooth sensitivity is normal versus concerning becomes a trusted source for oral health information.
Your expertise is valuable beyond just the services you provide. When you share that knowledge in ways that help customers make better decisions, you position your business as an essential resource rather than just another option.
This isn't about creating more work for yourself. It's about using the knowledge you already have to build trust with potential customers before they ever contact you.
Ai Is How People Find Businesses Now. We Make Sure They Find You.
Modern Humans helps local businesses get discovered by AI assistants like ChatGPT, Google AI, and Perplexity.
Franklin, Tennessee
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