Bob Ruffolo

On Monday, Janet Mendez, Web Strategist at IMPACT, walked us through her approach to improving a client’s service pages for AI visibility. The client already had a strong page. It explained the service, their process, who they were and weren’t a fit for, and pricing. Janet focused on the next layer: the follow-up questions those answers would raise. What could change the timeline? When would one product be a better choice than another? What had actual projects cost, and why? Using a structured research workflow in Claude, she identified gaps and specific questions to take to the client’s experts. Those questions would help draw out the firsthand knowledge needed to make the page more useful. That depth matters for AI search. Google explains that AI Mode and AI Overviews can use “query fan-out,” running multiple related searches across subtopics to build an answer. Addressing those follow-up questions gives your page relevant information the system could retrieve and cite. Janet’s approach gives the content team a clear direction: which questions to answer, whose expertise to draw on, and what details to add. Here’s how to apply that to one of your service pages: 1. Check the buying essentials. Does the page clearly explain the service, who it’s for, who’s a poor fit, the process, and pricing? Include any genuine promise or guarantee and its conditions. Flag anything missing or vague. 2. Ask AI how to improve the page for AEO. Share it with ChatGPT, Claude, or Gemini. Try a few to compare their suggestions. Ask: “How could we improve this page for AI visibility? What questions might a serious buyer still have before contacting us that this page doesn’t answer?” 3. Get answers from your expert. Compare the suggestions with questions your sales team actually hears. Interview the person who knows the service best about the gaps. Get specifics on tradeoffs, timelines, costs, and exceptions. 4. Update the page. Turn those answers into useful sections with clear headings, direct explanations, and real examples. Have your expert check the details. Each section should make sense even if someone reads it on its own. 5. Track what changes. Before publishing, establish a baseline for relevant buyer prompts in a tool like the HubSpot AEO tool. Then publish, record the date, and track mentions and citations against those same prompts over the following weeks. Use what you learn to guide the next update. Put this to work: Start with one service page your sales team regularly shares. You’ll have people who know the questions and a page worth improving. Already working with an IMPACT coach? Bring that service page to your next session. Your coach can help you decide what to add. Want a hand figuring out your next move? Book 30 minutes with our team. We’ll talk through where you are and where we’d start.