Short answer: AI tools recommend businesses they can find clear, consistent, trustworthy information about. That means a well filled-in Google Business Profile, plenty of genuine reviews, a website that says plainly what you do and where, and the same business details everywhere you appear online.

More people are asking AI for a trade

Instead of typing ‘roofer Hamilton’, some people now ask ChatGPT, Gemini or Google’s AI Overview something like ‘who’s a good roofer near Hamilton that does flat roofs?’. The answer is usually a short list of names, with a line about each.

You want to be on that list. Nobody can promise you will be, but you can make it far more likely.

What these tools look at

  • Your Google Business Profile. Categories, services, areas, photos and reviews.
  • Reviews, and what they say. Reviews that mention the job and the town give AI something specific to repeat.
  • Your website. Plain pages that answer obvious questions: what you do, where, how much roughly, how long, what makes you different.
  • Consistency. The same name, phone number and town on your website, Google, Facebook and directories.
  • Mentions elsewhere. Local news, community groups, suppliers or clubs that mention you.

What you can do this month

  • Fill in every section of your Google Business Profile, including services and service areas
  • Ask every customer for a review and gently ask them to mention the job
  • Add a short FAQ to your website answering the questions customers ask you on the phone
  • Make sure your business name, number and town are written the same everywhere
  • Write one page per main service and one for each main town you work in

Plain English helps

AI tools quote websites that answer questions directly. ‘We provide comprehensive roofing solutions’ tells them nothing. ‘I fit flat roofs, repair slates and replace gutters in Hamilton, Blantyre and Bothwell’ tells them exactly what to say about you.

That’s how every Toflin website is written. If you want yours looked at, get in touch.

Quick answers

Can I pay to be recommended by ChatGPT?

No. AI tools pull from what they can find about you online. Good information and genuine reviews are what count.

Does my Google Business Profile affect AI recommendations?

Yes. Google’s own AI leans heavily on Google Business Profiles and reviews, and other tools often use similar information.

What should a trade website include for AI search?

Plain answers about what you do, where you work, rough costs and timescales, plus an FAQ and consistent contact details.

Written by Tony Flynn, who runs Toflin from Carluke and works with trades across Lanarkshire. Want a hand with any of this? Call 01698 598763 or see the prices.