Professional services are asked trust questions
Nobody asks an assistant for "the cheapest solicitor". They ask:
- Which firm handles a particular kind of matter.
- Whether a firm is suitable for a small business or a charity.
- What a first meeting involves.
- Roughly what it costs.
These are questions about fit and trust, and they are answered from what the firm says about itself and what other sites say about it.
That is good news for well-run firms. The facts that make an answer easy to write are the same facts a cautious client wants: the work you do, who you do it for, who is qualified, how fees work and how to get in touch.
The problem is that many firm websites keep those facts in PDFs, vague "our services" pages or out-of-date team lists.
What usually makes a firm hard to name
- Services described as a list of nouns. "Tax, audit, advisory" tells an assistant little. A short paragraph per service, saying who it is for and what happens, tells it a lot.
- Facts that disagree. An old address in a directory, a partner who has left, a service you no longer offer. Our page on AI getting your facts wrong covers the order to fix these in.
- No plain answers to common questions. What does a first consultation cost? Do you work with sole traders? A short, factual FAQ on the right service page answers these once, for people and assistants alike.
- Qualifications hidden away. Say who is qualified and regulated, in plain text, on the pages where it matters.
How to check, in an afternoon
- Ask the client's questions. Start with the questions a new client would ask, in their words, then ask them of an assistant several times in a clean session and record who is named. Our step-by-step guide, how to check if ChatGPT recommends your business, has a record sheet.
- Score the pages that ought to answer those questions. With GEO Agency, a page analysis (1 credit) scores a page across seven areas, including answerability, verifiability and structure, and suggests fixes.
The free plan gives 3 credits a month with no card, enough to try it on your main service pages.
When you rewrite, put the answer first and keep each section to one question. The guide on writing a page AI assistants can quote has a before-and-after you can adapt.
Show the people
Clients of professional firms buy people as much as services. A good team page says, for each person:
- Who they are.
- What they work on.
- Which professional body they belong to.
That gives an assistant something concrete to repeat, and gives a nervous client a reason to call.
Keep it current: a partner who left two years ago and still appears on the site is one of the most common sources of a wrong description.
If you are the agency for a professional firm
Professional firms tend to be careful about claims, which suits honest reporting.
- Agree a fixed question set.
- Report "named in X of Y asks" over time.
- Keep a log of each change made.
White-label PDF reports are included on the Pro (£29 a month) and Agency (£129 a month) plans, VAT included.
Honest limits
- The tools run on Google Gemini, so scores and simulations are estimates, not a record of what any assistant told a real enquirer.
- No promises. We do not promise rankings or a place in AI answers, and no reputable supplier can.
If you would rather we ran an audit for the firm, the done-for-you audit is quoted per piece of work.
Common questions
Is it appropriate for a regulated firm to do this?
Yes, as long as what you publish is accurate and within your own professional rules. Most of the work is making existing, correct information easier to read: who you help, what you do, fees where you publish them, and who is qualified.
Should we publish our fees?
That is your decision. If you do not, say how fees are set and what a first conversation involves. An assistant can only repeat what it can find; a vague page gives it nothing to work with.
Which pages should we check first?
The service pages for the work you most want, your about or team page, and your contact page. Those carry the facts an assistant needs to describe the firm correctly.
Can GEO Agency check what ChatGPT says about our firm?
Not directly. The tools run on Google Gemini and estimate how an assistant might answer and how usable your pages are. For a direct check, use the method in our guide on checking whether ChatGPT recommends you.