How Home Services Companies Can Rank in ChatGPT, Claude, and Perplexity

Your Next Customer Isn't Googling. They're Asking AI.

Right now, a homeowner with a broken AC unit is not scrolling through ten blue links on Google. They're opening ChatGPT and typing: "My AC is blowing warm air. What's wrong and who should I call in [your city]?" They're asking Perplexity: "How much does it cost to repipe a house?" They're asking Claude: "What should I look for when hiring a landscaping company?"

This is not a trend. It's a shift.

According to OpenAI, ChatGPT processes over 3 billion prompts per month with 800 million weekly active users. Perplexity hit 780 million monthly queries in 2025, up 340% year-over-year. Google AI Overviews now appear on roughly 25% of all searches, and that number climbs every quarter.

Here's the part that should get your attention: 93% of AI search sessions end without a single click to an external website. The answer happens inside the AI. If your company is cited in that answer, you get the call. If you're not, the homeowner never knows you exist.

There is no "page two" in AI search. You're either in the answer or you're invisible.

Why should home services companies care about AI search right now?

Because early movers win. Only 7.9% of local service searches currently trigger AI Overviews. That percentage is growing fast. The companies building AI-ready content today will own those answers when AI becomes the default search experience for everyone. Your competitors are not doing this yet. That's your window.

And here's the number that makes the ROI case: traffic from AI search converts 4.4x better than traditional organic traffic. When someone gets your name from ChatGPT, they arrive at your site pre-educated and pre-sold. They already know your pricing, your process, and why the AI recommended you. Shorter sales cycle. Higher close rate. Lower cost per booked job.

How AI Search Actually Works (And Why Traditional SEO Isn't Enough)

What's the difference between Google search and AI search?

Traditional Google search ranks websites and shows you a list of links. You click one, visit the site, and decide if it helps.

AI search reads dozens of sources, synthesizes the information, and delivers a direct answer. No clicking. No browsing. The AI picks which sources to cite, pulls specific passages, and presents a unified response. Your job is to be one of those cited sources.

You still need traditional SEO. It's the foundation. But if you stop there, you're invisible to the fastest-growing search channel in history.

Which AI search engines matter for home services?

ChatGPT (OpenAI): The biggest by volume. 800 million weekly users. Strong on general questions ("How much does a new HVAC system cost?"). Uses its own web browsing for real-time data. Cites Wikipedia (7.8%), Reddit (1.8%), and authoritative content sites.

Perplexity: The most citation-heavy AI engine. Every answer comes with numbered source links. Crawls the web aggressively. Reddit dominates at 46.7% of top citations. YouTube at 13.9%. Growing fast among research-oriented users.

Google AI Overviews: Built into Google search. Appears at the top of results for qualifying queries. Pulls from Google's index plus Google Business Profile data. The most important for local home services because it surfaces directly in Google's ecosystem.

Claude (Anthropic): Growing search capability. Values well-structured, authoritative content. Increasingly used for research and comparison queries.

Microsoft Copilot (Bing): Integrated into Microsoft products. Uses Bing's index. Smaller market share but significant for certain demographics.

The playbook that works for one works for all of them. The same content principles drive visibility across every platform.

What Gets Cited by AI (And What Gets Ignored)

AI search engines are selective about their sources. Understanding the pattern is how you get into the answer.

What content structure do AI engines prefer?

Research from 2026 citation studies reveals clear patterns:

1. Answer-first content wins. 44.2% of AI citations come from the first 30% of an article. Put your direct answer in the opening paragraph. Not at the bottom. Not behind three paragraphs of introduction. First.

2. Specific numbers beat vague claims. "HVAC installation costs $5,000 to $12,000 for a residential system" gets cited. "HVAC installation costs vary by project" gets ignored.

3. Structured content gets extracted. Comparison tables, numbered lists, and FAQ sections are more citable than walls of prose. AI engines can pull a clean table or list and present it directly in the answer.

4. Longer, comprehensive content performs better. Pages with 1,900+ words earn more citations than thin pages. But length alone isn't enough. Every section needs to deliver standalone value.

5. Content with authoritative citations gets a 40% visibility boost. Linking to and quoting industry sources (EPA, ENERGY STAR, trade associations, government data) signals credibility to AI engines.

6. Sections of 120-180 words are the sweet spot. AI engines extract passages, not pages. Each section under an H2 or H3 should be a complete, self-contained answer that makes sense pulled out of context.

What sources do AI engines actually cite?

For home services queries, here's what currently dominates AI answers:

• Reddit: r/HVAC, r/Plumbing, r/electricians, r/HomeImprovement, r/HomeOwners
• YouTube: How-to and cost breakdown videos
• HomeAdvisor/Angi: Cost data and contractor reviews
• Wikipedia: General information pages
• Industry associations: ACCA, PHCC, NECA, NALP
• Bob Vila, This Old House, Family Handyman: Editorial authority sites

What's missing? The websites of actual home services companies. Most contractor websites have thin service pages that say "We offer HVAC installation. Call for a free estimate." That tells AI nothing it can cite.

That's your opportunity. Fill the gap.

The 7-Step Playbook: Getting Your Home Services Company Into AI Answers

Step 1: Rewrite every service page with answer-first content

Your current service pages probably look like this: company intro, list of services, "why choose us," call to action. That's invisible to AI.

Every service page needs to open with a direct, data-rich answer to the question a homeowner would ask about that service.

Before (invisible to AI):

"ABC Plumbing offers comprehensive plumbing services for residential and commercial properties. Our experienced team handles everything from minor repairs to major installations. Contact us today for a free estimate."

After (citable by AI):

"A full home repipe costs $4,000 to $15,000 depending on home size, pipe material, and accessibility. Copper repiping runs $8,000-$15,000 for an average 2,000 sq ft home. PEX repiping costs $4,000-$8,000 for the same size. The job takes 2-5 days. Most homeowners need a repipe when they see discolored water, low pressure at multiple fixtures, or have galvanized pipes older than 40 years."

The second version answers the exact question someone asks ChatGPT. The first version says nothing an AI can use.

Step 2: Build cost guides for every service you offer

The single highest-traffic AI query category for home services is cost. "How much does [service] cost?" is the question homeowners ask before anything else.

Create a dedicated cost guide for every major service. Here's the data to include:

Put the average cost range in the first sentence of the page. Front-load the answer. AI pulls from the top, not the bottom.

Step 3: Create FAQ sections with schema markup on every page

Every service page and blog post needs an FAQ section with at least four question-and-answer pairs. Use the exact questions homeowners type into AI search engines.

How to find the right questions:

• Type your service into ChatGPT and see what follow-up questions it asks
• Check Google's "People Also Ask" for your target keywords
• Browse Reddit threads in your trade's subreddit
• Ask your office staff what questions they hear most on the phone

Format each FAQ answer as:

• H3 heading with the full question in natural language
• Direct answer in the first sentence (40-60 words)
• Supporting detail in 2-3 more sentences
• Specific numbers whenever possible

Then wrap the entire FAQ section in FAQPage schema markup (JSON-LD). This structured data tells every AI engine and search engine: "This is verified Q&A content." Pages with FAQ schema get cited at significantly higher rates than pages without it.

Example FAQ for an electrical services page:

How much does a panel upgrade cost?

An electrical panel upgrade costs $1,500 to $4,000 for a standard 200-amp panel in a residential home. If your home needs a full service upgrade including the meter base and utility coordination, costs range from $3,000 to $6,000. Most homes built before 1990 with 100-amp panels will need an upgrade to handle modern electrical loads including EV chargers, heat pumps, and home offices.

Step 4: Dominate your Google Business Profile

Google AI Overviews pull heavily from Google Business Profile data. For local home services, your GBP might be the single most important factor in AI visibility.

GBP optimization for AI search:

• Primary category: Match your core trade exactly (Plumber, HVAC Contractor, Electrician, Landscaper)
• Services listed: Every individual service with descriptions. Not just "plumbing services." List drain cleaning, water heater installation, repipe, sewer line repair, faucet installation, leak detection. All of them.
• Photos: Businesses with over 100 photos get 520% more calls. Real job site photos. Before-and-after shots. Your trucks. Your crew. No stock photos.
• Posts: Weekly Google Business posts showing completed jobs, seasonal tips, or service spotlights. AI crawls these.
• Q&A section: Populate it yourself. Add your top 10 questions with detailed answers before anyone else asks.

Reviews are the game changer. When someone asks ChatGPT "Who's the best plumber in [your city]?", the AI weighs review volume, recency, rating, and the actual text of reviews. A review that says "Fixed our water heater same day, fair price, cleaned up after themselves" gives AI a specific data point to cite. A review that says "Great service!" does not.

Ask every happy customer for a review. Coach them to mention the specific service, the outcome, and anything unique about the experience.

Step 5: Build your third-party presence

AI engines don't just read your website. They read what other people say about your company, your trade, and your expertise across the internet. Third-party presence is a major trust signal.

Reddit (the citation king):

Reddit accounts for 46.7% of Perplexity's top citations and 21.0% of Google AI Overview citations. It's the most over-indexed third-party source in AI search.

• Join r/HVAC, r/Plumbing, r/electricians, r/lawncare, r/arborists, r/HomeImprovement
• Answer homeowner questions with genuine expertise
• Include specific costs, timelines, and material recommendations in your answers
• Never hard-sell. Share knowledge. Mention your company only when directly relevant and helpful
• One thoughtful Reddit comment with real data can get cited by AI engines for months

YouTube:

YouTube appears in 13.9% of Perplexity citations and frequently in Google AI Overviews.

• Create 5-8 minute videos answering common questions: "How Much Does a Sewer Line Replacement Cost in 2026?"
• Include cost data, timelines, and tips in the video description with timestamps
• Title videos as questions, exactly how homeowners ask them
• Show real job footage. Authenticity beats production quality.

Industry directories and associations:

• BBB listing with A+ rating
• HomeAdvisor/Angi profile (AI cites these constantly for cost data)
• State and local trade association memberships (ACCA, PHCC, NECA, NALP)
• Thumbtack, Houzz (for remodeling-related trades)

Step 6: Allow AI crawlers and implement technical SEO

Your robots.txt file might be blocking the very crawlers that would cite your content.

Allow these AI crawlers in robots.txt:

• GPTBot: ChatGPT's web crawler
• ChatGPT-User: ChatGPT's browse mode
• ClaudeBot: Anthropic's crawler for Claude
• PerplexityBot: Perplexity's crawler
• Google-Extended: Google's AI training crawler
• Applebot-Extended: Apple's AI features

If your robots.txt blocks any of these, you are invisible to that platform. Check it today. Fix it today.

Schema markup (required for every page):

Schema markup is how you speak directly to AI engines in their language. It tells them exactly what your business does, where you operate, what services you offer, and how to categorize your content. Pages with proper schema get cited more because the AI understands them better.

Speakable markup is especially important. It tells AI engines which specific passage on your page is the best answer to read aloud or cite directly. Add speakable markup to your opening answer paragraph on every service page.

Step 7: Publish fresh, data-rich content consistently

AI engines favor recent content. A cost guide published in 2024 gets deprioritized against one published in 2026 with current data. Freshness is a citation signal.

Content calendar for AI visibility:

• Monthly: Update one cost guide with current pricing for your market
• Bi-weekly: Publish one blog post answering a question homeowners ask AI (check ChatGPT for trending queries)
• Weekly: Post one Google Business Profile update with a completed job photo and description
• Quarterly: Refresh all service page pricing data and seasonal recommendations

Blog post topics that AI engines love for home services:

• "How Much Does [Service] Cost in [Your City] in 2026?"
• "[Service A] vs. [Service B]: Which Is Right for Your Home?"
• "When to Repair vs. Replace Your [Equipment]"
• "[Number] Signs You Need [Service] (And What It'll Cost)"
• "What to Look for When Hiring a [Trade] in [Your Area]"

Every post should follow the same structure: speakable answer box at the top, specific data throughout, comparison tables, FAQ section with schema, and citations to authoritative industry sources.

CPL Benchmarks by Trade: What AI Leads Are Worth

Understanding your cost-per-lead benchmarks helps you measure whether AI visibility is actually driving results.

AI-sourced leads convert 4.4x better because the homeowner already received a recommendation before visiting your site. They're not comparison shopping ten companies. They're calling the company the AI told them to call.

Common Mistakes That Keep Home Services Companies Out of AI Answers

1. Thin service pages. "We offer plumbing services in the greater metro area. Call for a free estimate." That gives AI nothing to cite. Rewrite every service page with specific cost data, process descriptions, and FAQs.

2. Blocking AI crawlers. Many website platforms block bots by default. Check your robots.txt. If GPTBot, ClaudeBot, or PerplexityBot are disallowed, fix it immediately.

3. No FAQ schema. You might have questions on your website, but without FAQPage schema markup, AI engines don't recognize them as Q&A content. Add the structured data.

4. Zero third-party presence. If the only place your company name appears is your own website, AI has no external validation to reference. Get active on Reddit, YouTube, and industry directories.

5. Stale content. A blog post from 2022 with pricing data from 2021 won't get cited over a competitor's fresh 2026 cost guide. Update your content with current data at least quarterly.

6. "Call for a quote" everywhere. AI can't cite a phone number. It cites data. Replace "contact us for pricing" with actual price ranges, even if they're broad.

7. Ignoring reviews. A Google Business Profile with 12 reviews and a 4.1 rating loses to one with 200+ reviews and a 4.8 rating. Every time. In traditional search and in AI search. Volume and recency of reviews matter.

Your 30-Day AI Visibility Action Plan

Week 1: Foundation

• Audit your robots.txt. Allow GPTBot, ClaudeBot, PerplexityBot, and Google-Extended
• Run your top 20 service queries through ChatGPT and Perplexity. Document who gets cited and why
• Pick your three highest-revenue services for first optimization

Week 2: Content

• Rewrite top three service pages with answer-first structure and specific cost data
• Add FAQ section (4+ Q&As) with FAQPage schema to each page
• Publish one cost guide blog post with comparison tables

Week 3: Third-Party

• Optimize Google Business Profile: add services, photos, Q&A
• Create accounts on Reddit subreddits for your trade. Answer 3-5 questions with real expertise
• Publish one YouTube video answering a common cost question

Week 4: Review + Repeat

• Re-run your top 20 queries through AI engines. Compare to Week 1 baseline
• Launch a review campaign: ask your last 30 customers for Google reviews
• Plan next month's content based on which queries you're still missing from

This isn't a one-time project. It's a system. The companies that build AI-visible content consistently will dominate their markets as AI search becomes the default. The ones that wait will wonder why their phone stopped ringing.

FAQ: AI Search for Home Services Companies

Do I need to stop doing traditional SEO?

No. Traditional SEO is the foundation. Google still drives the majority of home services leads, and your rankings feed into Google AI Overviews. AI visibility is a layer on top of SEO, not a replacement. The good news: the same content that performs well in AI search (answer-first, data-rich, well-structured) also improves your traditional Google rankings.

Can a small, local company actually get cited by ChatGPT?

Yes. AI engines don't care about company size or domain authority the way Google does. They care about content quality, data specificity, and third-party validation. A single-truck plumbing company with a detailed cost guide, active Reddit presence, and 200 five-star Google reviews can absolutely get cited over a national franchise with a generic website.

How long does it take to show up in AI search results?

Perplexity crawls frequently. Content changes can appear in Perplexity answers within 2-4 weeks. ChatGPT and Google AI Overviews may take 1-3 months as they refresh their training data and indexes. Third-party presence (Reddit, YouTube, reviews) builds compounding authority over 3-6 months. The earlier you start, the more time advantage you have over competitors who haven't started.

Should I create separate content for each AI platform?

No. The same content principles work across all AI search engines. Answer-first structure, specific data, FAQ schema, third-party presence, and authoritative citations improve visibility on ChatGPT, Perplexity, Claude, Google AI Overviews, and Copilot simultaneously. Create great content once, let every AI engine find it.

How do I track whether AI search is actually driving business?

Track three things. First, run your top service queries through ChatGPT and Perplexity monthly and document whether you're cited. Second, monitor referral traffic from AI sources in your analytics (look for chatgpt.com, perplexity.ai, and google AI overview clicks in Google Search Console). Third, ask every caller how they found you. "ChatGPT told me to call you" is happening more often than most business owners realize.

What's the single most important thing I can do this week?

Publish a cost guide for your highest-revenue service. Include specific price ranges, a comparison table, and an FAQ section with schema markup. This single page gives AI engines more citable content about your business than most competitors have on their entire website. Then share it on Reddit in the relevant subreddit as a helpful resource.

Your competitors will figure this out eventually. The question is whether you'll already own the AI answers in your market by the time they do. Get your free growth audit and we'll show you exactly where your home services company stands in AI search, what your competitors are doing, and the step-by-step plan to get your phone ringing from every search engine, traditional and AI.

About the Author

Matt Watson is the founder of Watson & Co. Marketing. Over two decades in digital marketing. More than $25 million in sales driven for the companies he's worked with. MBA. PMP certified. Watson & Co. helps home services companies (HVAC, plumbing, electrical, landscaping, tree service, and cabinet refacing) get booked solid through SEO, Google Ads, Local Services Ads, and marketing automation. One partner per market. No conflicts. Just results.