Happy New Year.

A few weeks ago, I talked with a service business owner who said something I hear all the time:

“We’re doing everything we’re supposed to do. We have a website. We post sometimes. We get referrals. But when I’m not personally out networking, it feels like we disappear.”

That’s the part most owners don’t say out loud—because it’s frustrating. You’re good at what you do. You have real customers. But getting found still feels unpredictable.

Here’s what’s changed: people don’t search the way they used to.

They still use Google—but they also use voice search, map results, and increasingly they ask tools like ChatGPT, Siri, and other answer engines to tell them who to call.

That’s where AEO comes in.

What is AEO?

AEO = Answer Engine Optimization.

If SEO is “help my website rank,” AEO is “help my business get chosen as the answer.”

In plain terms: AEO is making your online presence so clear and specific that when someone asks:

• “Who does [service] near me?”

• “What’s the cost to [fix/replace]?”

• “Who can come out this week?”

• “Best [trade] company in [city]?”

Your business shows up as a confident, credible option.

Why AEO matters for trades and service businesses

Most service businesses don’t lose jobs because they’re not good.

They lose jobs because the customer couldn’t quickly answer:

• Do you serve my area?

• Do you do my type of job?

• Can I trust you?

• How do I book?

• What happens next?

AEO helps you answer those questions before the customer ever calls.

The AEO checklist: 6 practical moves you can make this week

You don’t need to become a marketer to do this. You just need a few clarity upgrades.

1) Make your services painfully clear (no clever wording)

On your website and profiles, use the exact phrases customers use:

• Water heater replacement

• AC tune-up

• Panel upgrade

• Deep cleaning

• Weekly lawn service

If you only say “solutions” or “premium service,” the internet doesn’t know what you do.

2) Put your location and service area everywhere (not just the footer)

Answer engines look for location signals.

Include:

• City names you serve

• “Serving [City] and surrounding areas”

• A dedicated “Service Areas” section or page (even a simple list helps)

3) Create one “How it works” section that removes uncertainty

Customers want to know what happens after they reach out.

Add a simple 3-step:

1. Request service, call, or message

2. We confirm details and schedule

3. We show up and complete the job (and you know the price and next steps)

This is AEO because it answers the questions people are actually asking.

4) Add a short FAQ that matches real customer questions

Not 20 questions. Start with 6–8 that you hear constantly:

• Do you offer same-day service?

• Do you service [brand/type]?

• Do you give free estimates?

• What areas do you cover?

• Are you licensed/insured?

• What should I do before you arrive?

FAQs are one of the easiest AEO wins.

5) Collect reviews that include the service and city (naturally)

AEO loves specificity.

Instead of “Great company,” you want:

• “Fast AC repair in Gilbert”

• “Installed our water heater in Chandler”

You can prompt this gently: “If you’re open to leaving a review, would you mention the service we did and your city? It helps local customers find us.”

6) Make booking obvious (one clear next step)

Unclear next steps equals lost leads.

Your website should make it easy to do one thing:

• Call

• Request service

• Book

One button. One action. No scavenger hunt.

The real goal: predictable getting found

AEO isn’t about gaming an algorithm.

It’s about making it easier for the right customer to choose you quickly.

And for an owner, that’s the win:

• fewer tire-kickers

• more qualified calls

• more booked work without constantly posting or networking

Want help applying this to your business?

If you’re reading this thinking, “Okay—but what should I fix first?” that’s exactly why I’m hosting Get Found + Get Booked.

It’s a free, live Zoom workshop where we’ll walk through practical updates that help service businesses:

• get found more consistently (including how AEO fits in)

• make it easier for customers to trust you quickly

• turn inquiries into booked work with clear next steps

And if you can’t make it live, a replay is included for everyone who registers.

Register here: https://cljamesconsulting.com/getfound

Get Found + Get Booked — FAQ

• Cost: Free

• Date/Time: January 23rd at 12:00 PM Arizona time

• Format: Live on Zoom

• Replay: Yes — replay included for all registrants

• Who it’s for: Owners, founders, and CEOs of service businesses (especially trades and home services) who want more consistent visibility and more booked work without guessing what to fix first

• What you’ll leave with: A clear checklist of what to update (and in what order) to improve get found and get booked results