How to Show Up in AI Search Results

AI search is changing how homeowners find and hire local service pros, and the businesses showing up first are often the ones getting the call.

Instead of scrolling through pages of search results, customers now ask tools like ChatGPT, Google AI Overviews, Gemini, and Perplexity for one recommendation. Often, they contact the business they see first.

During this session, Kasy Allen, COO of Wheatley Creek Services, shared the practical strategies her team uses to improve visibility in AI-powered search results and local SEO.

Unlock the replay to:

• Learn how the search landscape is changing
• See real examples you can apply to your business
• Download the AI Search Checklist
• Access Kasy’s session slides

Here are the biggest takeaways from the session.

AI search is changing how customers choose service pros

More homeowners are getting answers directly from AI-generated search results instead of comparing multiple websites.

That means your business needs to do more than rank well on Google. You also want AI search tools to trust your business enough to recommend it.

As Kasy shared, “Your future customers are deciding whether to trust you before they even pick up the phone, before they visit your website, before they even know that you exist.”

The good news is AI search still relies on many of the same trust signals that help traditional local SEO:

• a clear website
• strong reviews
• helpful content
• accurate local listings
• consistent business information

Your website should answer three questions immediately

AI search tools want quick answers to who you are, what you do, and where you work.

Kasy explained that her team structures service pages so customers and AI search platforms can understand those answers within seconds of landing on the page.

“That’s what AI is looking for as well,” Allen said. “It needs it easy, easily recognizable, and it needs to know what to do next.”

A strong homepage or service page should clearly show:

• your business name
• your services
• your service area
• a visible call to action

READ MORE: Home services website examples

Focus on mobile experience and speed

Most homeowners search for local services on their phones. If your website loads slowly or feels difficult to use on mobile, both customers and search platforms may see it as lower quality.

Kasy also recommended replacing generic stock photography with real job site photos whenever possible. Authentic images help build trust and show your business is active and legitimate.

Pro Tip: Kasy suggested reaching out to local wedding photographers, as they likely have openings in the week to go on-site to capture job site photos.

Dedicated service pages matter more than ever

One general services page usually isn’t enough anymore.

Search engines treat each page on your website as its own source of information. The more specific the page is, the easier it is for search tools to match your business to a customer search.

Examples:

• Kitchen remodeling in Grand County, CO
• Window cleaning in Winter Park, CO
• Bathroom remodeling in Fraser, CO

Each service page should include the service name and location, pricing information, FAQs, real photos, and a clear next step for customers.

Kasy also recommends creating separate location pages for every town or city you serve. “This is one of the single biggest moves that blue collar pros are missing,” Kasy said, “and it helps your business show up in both Google and AI-powered search results.”

Kasy shared that these changes helped Wheatley Creek Services strengthen their visibility across both local search and AI-generated recommendations.

Pricing transparency helps customers and AI search

One of the biggest takeaways from the session is that pricing content builds trust.

When customers ask questions like:

• “How much does window cleaning cost?”
• “What does a bathroom remodel usually cost?”

Search platforms look for businesses that answer those questions directly.

“Showing your pricing helps filter out clients that wouldn’t have been your clients in the first place,” Kasy said. “It helps build trust, and it helps reduce waste of time on building estimates that wouldn’t have converted for you anyways.”

You don’t need exact pricing. Ranges work well for most home service businesses.

Kasy recommends answering questions like:

1. What’s the starting price for this service?
2. What affects the final cost?
3. What does a typical project usually cost?
4. What’s included in the price?

Answering those questions helps customers qualify themselves before they call—and gives search platforms more useful information to surface in results.

READ MORE: A complete guide to service pricing

Customers often choose the business that communicates best, not the cheapest one

Kasy also emphasized that pricing is only one part of the decision homeowners make.

Clear communication and a professional customer experience can matter even more. She shared, “People love our communication through Jobber. I am telling you the email that goes out the day before, the text that goes out that morning, and the on my way message, sign, sale, delivered. That client is gonna be my client for the next year. They love all the communications that they get.”

That experience helps build trust before your team even arrives at the job site.

Customers want to feel informed and confident throughout the process. Automated communication helps create a more professional experience while also giving search platforms stronger trust signals that your business is active, responsive, and established.

Kasy shared that consistent communication has become one of the ways Wheatley Creek Services stands out from competitors who primarily compete on price. Those touch points help customers feel taken care of and keep your business top of mind long after the job is complete.

FAQs are one of the easiest ways to improve AI visibility

Your office staff probably already knows the best FAQ topics because they answer customer questions every day.

“Your office is already answering these questions on a daily basis,” Allen said.

Strong FAQ topics include:

• pricing
• timelines
• scheduling
• weather delays
• warranties
• preparation steps

Adding FAQ schema markup also helps search engines and AI tools better understand your content structure and surface your answers in results.

Kasy mentioned that if your website uses WordPress and Yoast SEO, enabling FAQ schema is relatively simple and can usually be done in minutes.

Generic AI content won’t help your business stand out

Kasy shared a clear warning during the session that you shouldn’t rely on AI to write generic content for your website. “Don’t go into ChatGPT and tell it to write your content because you’re gonna get generic, voiceless content.”

Instead, use AI to support your expertise:

• organize ideas
• draft FAQs
• build outlines
• repurpose customer questions into content

The strongest content still sounds human and reflects your real experience as a service pro.

Kasy shared that pricing pages, how-to content, and detailed service explanations tend to perform much better than generic blog posts because they answer specific customer questions clearly.

Reviews and online reputation still matter

Your website is only one signal search platforms use. Tools like ChatGPT, Gemini, Claude, and Perplexity also pull information from:

• Google reviews
• Yelp
• local directories
• social media
• community platforms

Kasy recommends regularly checking how your business appears across different AI platforms by searching your business name, your top service + city, and competitor businesses in your area.

Going through this exercise can give you a better understanding of who gets recommended, what information each platform pulls, and where competitors may have stronger visibility.

Kasy also shared how her team uses Jobber to automatically request reviews after completed jobs, helping them consistently build their Google review presence without adding extra admin work.

Small improvements compound over time

One of the biggest themes throughout the session was consistency.

AI search visibility doesn’t happen overnight. It’s built gradually through:

• better service pages
• stronger reviews
• helpful FAQs
• consistent local information
• useful customer-focused content

The service businesses showing up in AI-generated search results today are usually the ones already answering customer questions clearly online.

Homeowners are already using AI tools to decide who to hire. The earlier you improve your visibility, the easier it becomes to stand out before competitors catch up.