Industry playbooks

The signals that matter change by category.

AI answer engines weight different signals for a law firm than they do for an ecommerce brand. Each industry below shows common gaps, questions the page should answer, trust signals to include and the schemas that pull the most weight.

Law Firms

Common visibility issues
  • Vague practice descriptions
  • No jurisdiction clarity
  • Bio-first pages with no scoped offer
Top missing questions
  • What practice areas do you cover?
  • What jurisdictions?
  • What's the intake process?
  • What are fees or billing structures?
Trust requirementsAttorney bios with bar admissions, published outcomes and case studies
Most useful schemasOrganization · LegalService · Person · FAQPage
Strongest conversionBook confidential intake call
Audit a law firms page

Accounting Firms

Common visibility issues
  • Generic services pages
  • No engagement clarity
  • Missing pricing structure
Top missing questions
  • What services do you offer?
  • Who is it for (individuals / SMB / mid-market)?
  • How does onboarding work?
  • What software do you support?
Trust requirementsNamed partners, credentials (CPA/EA), industry specialization
Most useful schemasOrganization · AccountingService · FAQPage
Strongest conversionRequest a scoped engagement letter
Audit a accounting firms page

Contractors

Common visibility issues
  • Missing service area
  • Thin trust signals
  • No process transparency
Top missing questions
  • What work do you do?
  • What areas do you serve?
  • How long does it take?
  • How does pricing work?
Trust requirementsLicense numbers, insurance details, warranty terms, named site supervisor
Most useful schemasLocalBusiness · Service · FAQPage · Review
Strongest conversionRequest a free on-site estimate
Audit a contractors page

Medical Practices

Common visibility issues
  • Symptoms not linked to treatments
  • Missing insurance clarity
  • Provider bios without expertise
Top missing questions
  • What conditions do you treat?
  • What insurance do you accept?
  • What's the first visit like?
Trust requirementsProvider credentials, hospital affiliations, published research
Most useful schemasMedicalOrganization · Physician · MedicalCondition · FAQPage
Strongest conversionSchedule a first visit
Audit a medical practices page

Ecommerce Brands

Common visibility issues
  • Thin specs
  • No comparison content
  • Weak product narrative
Top missing questions
  • What is the product?
  • What are the specs?
  • How is it different?
  • What's shipping and returns?
Trust requirementsVerified reviews with source, materials sourcing, brand story
Most useful schemasProduct · Offer · AggregateRating · FAQPage
Strongest conversionAdd to cart with clear shipping timeline
Audit a ecommerce brands page

Local Service Businesses

Common visibility issues
  • No named coverage area
  • Generic CTAs
  • Missing hours and access details
Top missing questions
  • What areas do you serve?
  • When are you open?
  • Do you offer emergency service?
Trust requirementsGoogle reviews with count, before/after photos, response-time commitments
Most useful schemasLocalBusiness · OpeningHoursSpecification · Service · Review
Strongest conversionBook a same-week appointment
Audit a local service businesses page

SaaS Companies

Common visibility issues
  • Feature-first, not job-first
  • Vague pricing
  • Missing use cases
Top missing questions
  • What does it do?
  • Who is it for?
  • How does onboarding work?
  • What's the pricing?
Trust requirementsNamed customer logos, published outcomes, security posture
Most useful schemasOrganization · SoftwareApplication · Offer · FAQPage
Strongest conversionStart a 14-day trial (no card)
Audit a saas companies page

Agencies

Common visibility issues
  • Capability soup
  • No repeatable offer
  • Vague case studies
Top missing questions
  • What do you actually deliver?
  • For whom?
  • What's a typical engagement?
  • What's the outcome?
Trust requirementsNamed case studies with metrics, engagement structure, retention rates
Most useful schemasOrganization · Service · FAQPage · Review
Strongest conversionRequest a capabilities deck
Audit a agencies page

Consultants

Common visibility issues
  • Bio-first pages
  • No scoped deliverable
  • No pricing transparency
Top missing questions
  • What do you deliver?
  • For whom?
  • In what timeframe?
  • At what price?
Trust requirementsDocumented outcomes, testimonials with source, methodology transparency
Most useful schemasPerson · Organization · Service · FAQPage
Strongest conversionBook a scoping call
Audit a consultants page