Why start with the customer’s question instead of a keyword?
A keyword list shows what people type into a search box. People also put full questions to AI assistants, often with context: what happened, where they are and what worries them. Writing those full questions down is a practical way to decide what your website should answer and what to test. DigitalOS has not measured which questions are most common in your market, so treat the examples below as prompts for your own list, not as research findings.
What kinds of questions might your customers bring?
Group them by where the person is in the decision. These are illustrative examples; replace them with the wording your own customers use.
- Personal injury firms, early stage: “What should I do after a car accident in [city]?” A firm’s page can explain general steps and when to call, without giving advice about one person’s case.
- Personal injury firms, choosing: “How does a free consultation with an injury lawyer work?” and “How do injury lawyers get paid?” These are questions about your process and fee structure, which only you can describe accurately.
- Home services, urgent: “My AC stopped working. Who can come today in [city]?” or “What should I do about a burst pipe until a plumber arrives?”
- Home services, deciding: “Should I repair or replace an older furnace?” and “What should a roofing or electrical estimate include?”
Where do you find your real questions?
- Intake and dispatch notes: ask the people who answer the phone for the five questions they hear most.
- Messages and forms: voicemails, texts, chat transcripts and the free-text field on your contact form.
- Review text: what past customers say they were worried about before they called.
Remove names, case details and any health or financial information before you save or share a question. Law firms should not paste confidential client information into an AI tool.
How do you test the questions in AI assistants?
Pick 10 to 15 questions and run them in the assistants your customers are likely to use. For each run, record the date, your location, the exact wording, whether web search was on, which businesses were named and which sources were cited. Results change with the assistant, location and wording, so one result is a snapshot, not your market share. The method is covered in How Do You Know If AI Is Recommending Your Business?
What do you fix when you find a gap?
- Answer the question on a page: one plain-language page per service or case type, written for the customer rather than for a machine. Google’s people-first content guidance is a reasonable standard.
- For law firms: explain your process, such as how a consultation works and what to bring, without promising outcomes or amounts. ABA Model Rule 7.1 bars false or misleading communications about legal services, but each state sets its own advertising rules. Have your ethics counsel review the pages.
- For home service companies: publish your real service area and hours, mention emergency or same-day service only if you can staff it, include license details where your state requires them, and explain how you quote. Keep your Google Business Profile consistent with the website.
Clearer pages make your business easier to understand and eligible to be used in answers. They do not guarantee that any assistant will name you.
Frequently asked questions
Do I need a separate page for every question?
No. Group related questions by service or case type and answer them clearly. Start with the questions you hear most often.
Should my pages give legal or safety advice?
No. Keep pages informational, say when a situation is urgent, and send people to emergency services where relevant. General information is not advice for one person’s situation.
How often should I retest?
Pick a schedule you can keep, such as monthly, and reuse the same question list so results are comparable. An observed change is not proof that your edits caused it.
Sources and limitations
Reviewed October 29, 2026. External findings are not DigitalOS experiments or guarantees. Practical recommendations are DigitalOS guidance; research, products and policies can change.
- Official AI-search eligibility guidance
Living product documentation; no special markup is required for the AI search features it describes. Eligibility does not guarantee inclusion.
- Google guidance on helpful, people-first content
Living guidance. DigitalOS uses it here as a practical standard, not as a ranking formula or guarantee.
- ABA Model Rule 7.1: Communications Concerning a Lawyer’s Services
Model rule only. Each state adopts its own lawyer-advertising rules; this is not legal advice.
- Official business-representation guidelines
Living platform policy for Google business profiles. It does not govern other assistants or directories.
