A moving company had a polished homepage, but its service pages offered little detail about the work. During our initial AI search checks, its services barely surfaced. We improved service information, pricing context, answers to real pre-booking questions and location pages while local SEO and Maps work continued alongside those changes.
By month three, overall leads had increased substantially and AI-referred inquiries had become measurable. These results reflect the combined work. They do not establish which page caused the change or which page types assistants cite most often.
Service pages, case studies, FAQs and comparisons are useful places to answer customer questions. The order in which you improve them should depend on what your customers need to know and where your current content falls short.
Service Pages: Clarify the Decision
Explain what the service includes, who it is for, where it is available and what the customer needs to provide before booking. State any limitations that affect the decision.
Start with an important service that already receives relevant demand but lacks clear answers. Adding another page with the same vague description is unlikely to solve that information gap.
Case Studies: Show the Evidence You Have
Describe the starting problem, the work completed, the reporting period and the observed outcome. Separate measured results from estimates and forecasts. If several activities ran together, avoid assigning the whole result to one activity.
A case study can help customers assess your experience. Its presence does not guarantee a recommendation from an AI assistant.
FAQs: Answer a Real Booking Question
Choose questions from inquiries, sales calls and support conversations. A useful answer explains the relevant conditions and the next step.
For example, an answer about delivery should specify the actual service area and any applicable limitations. A general promise to serve everyone gives the customer little to work with.
Do not invent service terms to make an FAQ look complete. Get the answer from the team that performs the work.
Comparisons: Explain What Changes the Choice
Compare options using criteria a buyer can check: scope, compatibility, maintenance, lead time or total cost. Explain when each option fits, acknowledge limitations and support factual differences with reliable information.
A comparison should help the customer make a decision. Readers need to understand the trade-offs, including situations where another option may suit them better.
How to Prioritize
Use these five questions to choose the next page to improve:
- Does this page support a commercially important service?
- Do customers already ask the question it should answer?
- Is there relevant demand or existing search visibility?
- Is important information missing or outdated?
- Can the team verify the answer and keep it current?
A location page may be worthwhile when the service and local information are genuinely distinct. Avoid creating near-identical pages simply to cover more place names.
Where the Homepage Fits
The homepage may also need attention. It should help visitors understand who the business is, what it offers and how to contact it.
The observations described here do not provide a basis for ranking page types by AI citation frequency or claiming that homepages are rarely cited.
Technical access and indexing still need their own checks. Alongside those checks, review whether the pages give customers accurate, useful answers.
Want help identifying the next page to improve? IGM can review your customer questions and existing content and build a practical priority list.