My house has a living room with a vaulted ceiling and a loft area above it. That means in summer, the temperatures can get a little uneve So out of curiosity, I asked ChatGPT a simple question: “Why is my second floor always hotter than the first?” The response was surprisingly good.

Within seconds, it explained several possible causes: inadequate insulation, ductwork issues, poor airflow, an undersized HVAC system, even thermostat placement. It outlined a few things to check and suggested when it might make sense to call a professional.

For the average homeowner who doesn’t know much about thermodynamics, it was genuinely helpful.

But there was something missing. There was no company attached to it. No recommendation. No contractor. No “Call XYZ Heating & Air.” Just information. 

That points to a major shift already underway in how customers find and evaluate service companies.

In last month’s article, I wrote about how people are increasingly turning to AI tools like ChatGPT and Google Gemini before they call a contractor. Instead of starting with “plumber near me,” they’re asking detailed questions in plain English and trying to understand their problems first.

This month, I want to explore the next logical question:

• Why do some companies eventually show up in these answers while others remain invisible?

Because as AI search evolves, that distinction is going to matter more and more.

AI doesn’t think like Google

One of the biggest misconceptions about AI search is that it works exactly like a traditional Google search.  But it’s very different, both in how people use it and the results it provides.

Traditional search engines are designed primarily to rank and retrieve pages. You type in a query, and Google gives you a list of websites it believes are relevant.

AI tools behave differently. Instead of simply listing pages, they synthesize information from multiple sources and generate a direct answer. In many cases, the user may never click a website at all. They simply read the response and move on to the next step in their decision-making process.

That changes what visibility means.

For years, contractors focused heavily on ranking for phrases like “plumber near me” or “HVAC contractor Chicago.” Those searches still matter. But AI tools are expanding the conversation far beyond simple keyword phrases.

Now customers are asking highly conversational, problem-based questions:

• Why does my furnace smell like burning dust?

• Should I repair or replace my water heater?

• What causes low water pressure in only one bathroom?

These are not just searches. They’re descriptions of real-life situations. And AI systems are designed specifically to answer them.

The important thing to understand is that AI tools are not simply looking for companies. They’re looking for useful answers.

That’s where many contractor websites run into trouble.

The content gap

There’s nothing inherently wrong with most contractor websites. In fact, many are professionally designed and visually impressive.

But most were built around a very different idea of how customers search. Typically, contractor websites focus on services offered, company history, certifications, financing, and contact information. All of that still matters. Customers still want reassurance that they’re hiring a credible professional.

But AI-driven search introduces another requirement: the ability to clearly answer specific customer questions in natural language.

And that’s where many sites become thin.

A typical plumbing website might have a page titled “Water Heater Services.” It may mention installation, repair and maintenance. But it often doesn’t answer the actual questions customers are asking before they ever decide to call:

• How much does a new water heater cost?

• How long should one last?

• What are the signs it’s failing?

To a homeowner, those questions are highly relevant. To an AI system, they’re essential context.

If the answers don’t exist on the website, or exist only vaguely, the company has very little chance of becoming part of the answer AI generates.

That doesn’t mean the company lacks expertise. It simply means the expertise isn’t visible in a format these systems can easily understand and connect to real customer concerns.

What visible companies do differently

As I’ve continued testing these tools, I’ve noticed something interesting. The companies that are beginning to surface more consistently tend to share a few characteristics. 

They answer real customer questions directly. Not with marketing language or promotional offers, but with practical explanations written in plain English. They also tend to cover topics with more depth and specificity. Instead of relying entirely on generic service pages, they publish content focused on actual homeowner concerns and decision points.

Just as importantly, there’s consistency. Their website, Google Business Profile, reviews and online content reinforce the same story about who they are and what they do.

But there’s one thing to remember. This isn’t about “gaming” AI or “stuffing” keywords to get a better chance of showing up.

In fact, the opposite may be true. AI systems seem to favor content that feels genuinely useful and credible to real people. That’s an important distinction because, for years, parts of the SEO industry focused heavily on technical tricks, keyword density and attempts to manipulate rankings.

AI search is different. It rewards clarity, relevance and usefulness.

The good news is that you are already sitting on exactly the expertise these systems value most.

You already know the answers

One of the biggest opportunities for contractors is realizing they don’t need to become marketers or AI experts to participate in this shift.

They already have the hard part covered.

Every day, technicians answer questions in driveways, basements, utility rooms and mechanical closets. Office staff field calls from homeowners trying to make sense of problems they don’t understand. Years of field experience have already given contractors the practical knowledge customers are searching for.

Unfortunately, most of those answers never make their way onto the website. As a result, AI systems can’t easily associate the company with those answers.

That’s why some of the most effective content is often the simplest. They answer questions like:

• Why is my upstairs always hotter than downstairs?

• How long does a water heater usually last?

• Why does my AC freeze up in summer?

That kind of information may not feel revolutionary. But they closely match how real customers think and search and how AI systems retrieve and synthesize information.

And surprisingly, there are few corners of the internet where that kind of detailed information is all in one place.

For contractors, this is actually an opportunity to become an information resource. The goal is not to manufacture expertise or create complicated marketing campaigns. It’s simply to make existing expertise more visible and easier to find.

AI and Google: Better together

Another interesting shift is beginning to emerge. People are not just using AI instead of Google. They’re often using both together.

A homeowner may ask ChatGPT a question first, then immediately Google the companies or solutions mentioned in the response. Or they may use AI to narrow down possibilities before validating them through reviews, websites, and local search results.

In other words, AI is becoming part of the customer journey by augmenting traditional search. Not replacing it entirely.

That means visibility alone is not enough. If a customer encounters your company through AI, then visits your website and finds outdated content, vague messaging, or little evidence of expertise, trust breaks down quickly.

The companies that succeed will likely be the ones whose online presence consistently reinforces the same message across multiple touchpoints. Helpful website content, strong reviews, clear service information, practical explanations, and evidence of real-world expertise all contribute to that trust-building process.

Customers still want reassurance. They still want credibility. They still want to feel confident before making a call. AI simply changes where that process begins.

At this point, you might start thinking you need to become full-time content creators, but that’s not the goal.

This is not about producing endless articles or flooding a website with generic blog posts. It’s about creating a steady body of useful information that reflects the real questions customers ask every day.

For many companies, even one or two thoughtful articles per month can begin building that foundation over time.

And importantly, this doesn’t require complicated language or polished corporate messaging. In many cases, the straightforward explanation a technician gives a homeowner during a service call is exactly the kind of language that works best online.

Customers trust information that’s simple, clear, and helpful. And increasingly, that’s what AI systems seem to trust too.

Right now, we’re still early in this transition. Most contractors are not thinking deeply about how AI systems interpret and surface information. Many still assume visibility begins and ends with traditional Google rankings.

But customer behavior is already changing.

People are becoming more comfortable asking AI tools highly specific questions. They’re using them to compare options, understand problems, and guide decisions before contacting a professional.

As that behavior grows, the companies that consistently provide useful answers will likely gain an advantage, both in being found by AI systems and in building customer trust in general.

And unlike many technology trends, this one doesn’t necessarily reward the biggest companies or the largest marketing budgets. It rewards usefulness.

That creates an opportunity for knowledgeable, service-oriented contractors who are willing to share what they already know.

AI search is not really about artificial intelligence. At its core, it’s about visibility and trust.

Customers are asking more detailed questions earlier in the decision-making process. AI tools are becoming increasingly good at answering those questions. And the companies that show up are often the ones that provide the clearest, most useful information.

That’s good news for contractors who genuinely know their craft and take care of their customers. Because in the long run, those are exactly the kinds of businesses people—and increasingly AI systems—want to find.

Chris Thiede is a marketing consultant with 30 years in the building materials and services industry, having worked with leading brands such as Kohler and Delta. He founded Oak Hill Marketing to help local contractors increase their visibility in AI search. Email at [email protected].