You're answering the wrong question

In a recent note I talked about SEO—and how it’s shifting with generative AI.
The new focus is making your content easy for AI tools to find and recommend you.

When someone searches for what you do, what question are they actually asking?

I’m talking to a business attorney tomorrow, which had me thinking about this shift.
We used to search “best business lawyer near me.”

Now we ask:
“Can I get sued if a client doesn’t pay?”
“What happens if my partner wants out?”
“Am I personally liable if something goes wrong?”

Most websites answer the wrong question.
They list practice areas. Show credentials. Share case results.

But they don’t answer the real question.

Here’s what to do:
Pull up your last 10 sales conversations.
Write down the first question your prospect asked.

That’s what belongs on your homepage.

The best websites feel like they read your mind—
because they do.

I’m testing how to structure content so AI tools recommend you when people search.
Teaching what I’m learning on November 12.
A small Maker Session. $67. Limited to 12 people.

👉 Join the experiment