06/05/2026
A homeowner needs a roofer. Five years ago she Googled "roofers near me" and scrolled.
Today she opens an AI and types "which roofer in Edmonton installs Malarkey shingles in charcoal." The AI reads everything online, picks a few names, and hands them over. She calls one. That's the whole decision.
If your website doesn't answer the exact questions people ask out loud, you're not on that shortlist.
This is the shift from chasing keywords to owning answers. The businesses that wrote the answer get the call. Everyone else finds out months later why the phone went quiet.
What's a question your customers ask you constantly that your website has never actually answered?