Loading blog content, please wait...
Last week, a dentist asked ChatGPT: "Who does emergency root canals in my area?"
ChatGPT recommended three dental practices.
The dentist wasn't one of them. Even though his practice was two blocks away from the person asking. Even though he's been doing emergency procedures for 15 years.
Why? His service page listed "Comprehensive Dental Solutions" and "Patient-Centered Care Excellence."
AI tools like ChatGPT, Perplexity, and Google AI Overview can't recommend what they can't understand. And right now, your service pages probably read like corporate word soup to them.
Here's the thing: 73% of customers start their search using AI tools. Not Google search. Not your website directly. AI tools.
If AI can't process your service pages, you're invisible to three-quarters of potential customers.
Language models don't think like humans. They process information differently.
When someone asks Meta AI "Who fixes water heaters near me?" the AI needs clear, structured information to make a recommendation.
Most service pages fail this test. Hard.
They use vague terms like "full-service solutions" instead of "water heater repair and replacement." They bury important details in paragraph twelve. They structure content for human skimmers, not AI processors.
A chiropractor's service page might say "We address spinal wellness through holistic adjustment techniques."
AI reads that and... nothing. It can't confidently recommend you for "back pain relief" or "car accident injury treatment" because you never said those words.
Meanwhile, your competitor's page says "We treat back pain, neck pain, and car accident injuries using spinal adjustments."
Guess who gets recommended?
Here's what works. This structure gets your services read, understood, and recommended by AI tools.
Your H1 heading should be the exact thing people ask AI for.
Not "Innovative Smile Solutions." Say "Teeth Whitening Services."
Not "Property Transaction Facilitation." Say "Home Buying Services for First-Time Buyers."
Not "Wellness Optimization Programs." Say "Personal Training for Weight Loss."
AI tools match language patterns. When someone asks Perplexity "Where can I get teeth whitening?" it looks for pages with "teeth whitening" in the title.
Simple. Direct. Boring? Maybe. But it works.
Because that's exactly what you're doing.
AI tools are answering questions. Your service page should provide the answer immediately.
Bad first paragraph: "At Smith Insurance Agency, we believe in building lasting relationships through comprehensive coverage solutions that protect what matters most to you and your family."
Good first paragraph: "We provide car insurance, home insurance, and life insurance to families in the area. Our policies start at $87 per month for car insurance and include 24/7 claims support."
The second one tells AI exactly what you do, who you serve, what it costs, and what's included. That's processable information.
AI loves lists. Lists are clear. Lists are scannable. Lists provide discrete chunks of information.
Instead of writing: "Our dental practice offers a wide range of services including preventive care like cleanings and exams, restorative procedures such as fillings and crowns, and cosmetic treatments for smile enhancement."
Write this:
Our dental services include:
When ChatGPT processes that list, it can confidently say "Yes, this dentist does teeth whitening" or "Yes, they handle dental emergencies."
Paragraphs are ambiguous. Lists are facts.
People don't ask AI "Who does chiropractic adjustments?"
They ask "How do I fix my lower back pain?" or "Where can I get treatment after a car accident?"
Your service page needs a section that lists the actual problems you solve:
We help patients with:
Now when someone asks Google AI Overview "Who treats sciatica near me?" your page matches that query.
This isn't keyword stuffing. This is clarity.
AI tools cross-reference information. They look for consistency and specificity.
Vague claims don't help: "We're the area's leading provider with years of experience."
Specific details do help:
When AI sees specific, verifiable information, it gains confidence in recommending you.
I know. Pricing is complicated. Every job is different. You need to see the situation first.
But here's what happens when you hide pricing:
Someone asks ChatGPT "How much does gutter cleaning cost?"
ChatGPT recommends the three companies that list pricing ranges on their service pages.
You don't have to commit to exact prices. Give ranges. Give starting prices. Give examples.
When someone asks AI about cost, you're now part of the answer.
Structuring your service pages correctly is pillar one. But it's not enough alone.
Blog on Your Site: ChatGPT can't recommend what it can't read. No blog means you're invisible. Your service pages tell AI what you do. Your blog posts show you actually know what you're talking about.
Get Mentioned Elsewhere: When local news sites, directories, and industry publications mention you, AI thinks you matter. One service page on your website is a claim. Ten mentions across different websites is proof.
Consistent Fresh Reviews: 2019 reviews don't help in 2025. AI checks timestamps. It wants to know you're currently active, currently good, currently relevant.
All three work together. Service pages provide the structure. External mentions provide the credibility. Recent reviews provide the recency signal.
A fitness studio restructured their "Programs" page.
Old version: "Transform Your Life Through Movement and Mindful Wellness Practices."
New version: "Group Fitness Classes - Yoga, Pilates, and HIIT Training."
They added lists of specific classes, problems they solve (weight loss, flexibility, stress relief), and pricing ($29 for drop-in, $199 monthly unlimited).
Within six weeks, they started appearing in ChatGPT recommendations for "yoga classes near me" and "HIIT training studios."
No technical SEO wizardry. No expensive ads. Just clear, structured information AI could actually process.
Before you publish or update a service page, run through this:
If you answer "no" to any of these, AI probably can't process your page effectively.
You don't need to rewrite your entire website today.
Pick your most requested service. The one that brings in the most revenue. The one people actually ask about.
Rewrite that one page using this structure.
Make it clear. Make it specific. Make it processable.
Then watch what happens when AI tools can finally understand what you actually do.
Because right now, someone is asking ChatGPT or Perplexity for exactly what you offer.
The question is whether AI knows enough about you to make the recommendation.
AI tools can't recommend what they can't clearly understand. If your service pages use vague corporate language like 'comprehensive solutions' instead of specific service names like 'water heater repair,' AI can't confidently match you to customer queries.
Use the exact service name people actually search for in your H1 heading and first paragraph. Instead of 'Innovative Smile Solutions,' say 'Teeth Whitening Services'—AI matches language patterns directly to user questions.
Yes, even pricing ranges or starting prices help significantly. When someone asks AI about costs, you'll be included in recommendations while competitors who hide pricing won't be mentioned at all.
No, start with your most important or most-requested service page first. Rewrite that one page using clear structure, specific language, and lists, then expand to other pages based on results.
Service page structure is essential but works best with two other elements: regular blog content on your site and external mentions from other websites. All three together build the credibility and recency signals AI looks for.