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ChatGPT scanned 47 local dentist websites last week when someone asked "best dentist near me." Only three got recommended. The winner wasn't the one with the fanciest homepage or the most services listed.
It was the dentist whose "About" page told the story of why she left corporate dentistry to focus on anxious patients. Her case study section detailed how she helped a patient overcome 15 years of dental phobia.
AI tools don't just read your website. They hunt for stories that prove you solve real problems for real people.
Here's what happens when someone asks Perplexity or ChatGPT for a business recommendation. The AI doesn't start with your services page or pricing.
It looks for transformation stories. Customer journeys. Evidence that you've actually changed lives or solved problems.
Your services page says you do root canals. Your competitor's customer story explains how they saved a teacher's career by fixing her smile before parent conferences.
Guess who gets recommended?
AI tools love businesses that answer the question "What makes you different?" through specific stories. Not claims. Not features. Stories.
Your About page shouldn't list your credentials. It should explain why you started this business and what drives you every day.
AI tools recommend the chiropractor who explains how his own back injury led him to specialize in desk worker pain. Not the one who lists 15 certifications.
The real estate agent who shares why she focuses on first-time buyers after her own terrifying home-buying experience gets mentioned. The one with generic "20 years of experience" content gets ignored.
Case studies work when they focus on the customer's journey, not your process. AI tools want to see problems solved and lives changed.
Instead of "We provided comprehensive treatment," write "Sarah hadn't smiled in photos for three years. After her procedure, she booked a family portrait session the same week."
Skip the technical details. Focus on the emotional transformation. AI tools understand human outcomes better than industry jargon.
AI tools favor businesses that adapt and improve. Your "Our Story" section should include recent changes, new approaches, or lessons learned.
The med spa that explains how they added new treatments based on client feedback gets recommended. The one with a static 2019 story about "following dreams" gets passed over.
Share what you've learned. Mention how you've evolved. AI tools interpret this as expertise and relevance.
AI tools don't just recommend businesses. They quote specific content when explaining why they chose you. Here's the format that gets you quoted:
This format works for any business. Replace "patients" with "clients" or "customers." Replace "dentist" with your profession.
AI tools love this structure because it shows problem-solving in action.
Your 2019 award doesn't impress ChatGPT. Your recent customer transformation does.
AI tools check timestamps on everything. A case study from last month carries more weight than credentials from five years ago.
Add new stories regularly. Update your About page with recent insights. Share current challenges and how you're addressing them.
The business that posted a new customer story last week beats the one whose newest content is from 2022.
Ask yourself: If someone read only your About page and one case study, would they understand exactly what problem you solve and for whom?
If the answer is no, AI tools won't recommend you either.
Your stories should be so clear that a stranger could explain your value proposition after reading them. That's exactly what AI tools do when they recommend you.
Clear stories about real transformations beat vague descriptions of professional services every time. AI tools recommend businesses they can confidently explain to customers.
Pick one recent customer interaction that shows your impact. Write their story focusing on the transformation, not your process.
Add it to your website. Update your About page with why you chose this profession.
AI tools are reading your website right now. Give them stories worth sharing.
AI tools prioritize businesses that share transformation stories and customer journeys over those that simply list services or credentials. They look for evidence of real problem-solving through specific stories that demonstrate how you've changed lives, not just what services you offer.
Your About page should explain why you started your business and what drives you, rather than just listing credentials. AI tools favor origin stories that show your motivation and specialization, like a chiropractor explaining how their own injury led them to focus on a specific type of patient.
You should add fresh stories regularly, as AI tools check timestamps and prioritize recent content. A case study from last month carries more weight than old achievements from years ago, so aim to add new customer stories and update your pages with current insights consistently.
Use a three-part structure: start with the problem your customer faced, explain your specific approach to solving it, and share the concrete outcome or transformation. Focus on emotional results and human outcomes rather than technical details or industry jargon.
Ask yourself if a stranger could understand exactly what problem you solve and for whom after reading only your About page and one case study. If they can clearly explain your value proposition, then AI tools will be able to confidently recommend you to their users.