Introduction
A few years ago, when a homeowner needed a roofer, they typed “roofer near me” into Google and got a list of results. They clicked through two or three, compared them, and called the one they liked most.
That’s still happening — but something new is layered on top of it. AI-generated answers now appear at the very top of many Google searches. Tools like ChatGPT and Perplexity are being used to research and shortlist local services. Voice assistants are increasingly being used to find local tradespeople hands-free.
The way homeowners find and choose tradespeople is changing. Here’s what it means for your business, and what you can do about it right now.
What’s Actually Changing in How People Search
Google AI Overviews
Google now generates AI-written summaries that appear before the regular search results on many queries. If someone searches “what should I look for in a roofing company,” for example, Google might show an AI-generated answer at the top — pulling information from trusted websites — before the user even sees any business listings.
The businesses whose content gets pulled into those answers gain significant visibility. The businesses with no useful online content are invisible in that space.
Conversational Voice Search
More homeowners — particularly older ones who find typing awkward — are using voice search. They ask their phone: “Hey Google, find me a reliable plumber in [town]” or “What’s the best landscaping company near me?”
Voice search results heavily favour businesses with strong Google Business Profiles, lots of genuine reviews, and websites that answer common questions clearly and directly.
ChatGPT and AI Tools for Research
A growing number of homeowners (particularly younger ones) are using ChatGPT or similar tools to research trade services before searching Google at all. They ask things like: “What questions should I ask before hiring a roofer?” or “How do I know if a quote for a new boiler is fair?”
The AI tools that answer these questions draw on publicly available web content. Businesses with helpful, informative content on their websites are more likely to be referenced or recommended in these interactions.
What This Means Practically for UK Tradespeople
The honest reassurance: Most homeowner searches for local trades still produce traditional Google results with the map pack and organic listings. Your Google Business Profile and local website SEO remain the foundation.
The emerging opportunity: Businesses that also have well-structured, genuinely useful content on their website are beginning to gain an additional visibility advantage in AI-generated results. And that advantage will only grow.
The risk of doing nothing: Trade businesses that never create any useful written content — just a basic brochure website — will become progressively less visible as AI-generated answers become a larger share of search result pages.
4 Practical Steps to Stay Visible in the AI Search Era
1. Build a Genuine FAQ Page
Think about the 10 questions homeowners most commonly ask you. “How much does a new roof cost?” “How long does landscaping take?” “Do you offer a guarantee?” “Are you Gas Safe registered?”
Write clear, honest answers to each one on your website. This is exactly the kind of content that gets pulled into AI Overviews and voice search results — because it directly answers real questions.
2. Create Local, Specific Content
AI tools and voice search prioritise content that is specific and locally relevant. A page titled “Boiler Installations in Maidstone” that talks about common boiler issues in the area, typical costs, and your specific qualifications is far more useful than a generic “Boiler Services” page.
3. Keep Your Google Business Profile Absolutely Current
Voice search results for local queries draw heavily from Google Business Profile data. Complete profiles with recent photos, up-to-date hours, real reviews, and regular posts are favoured.
4. Get Cited on Trusted Directories
AI tools assess trustworthiness partly by how many credible sources mention your business. Being listed (accurately and consistently) on Checkatrade, TrustATrader, Gas Safe Register, Federation of Master Builders, and similar directories all contribute to your credibility in AI search.
The Bottom Line
You don’t need to become an AI expert. You don’t need to overhaul your business overnight. But the trades businesses that invest steadily in a proper website, great content, and a strong Google presence now will be in an increasingly dominant position as AI search becomes the norm.
The fundamentals haven’t changed: trust, reviews, local relevance, and genuine expertise still win. The way those signals are surfaced and ranked is evolving. Get the foundations right, and you’ll benefit from every wave of change that comes.
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Published by Brightr | wearebrightr.com — Business Class Websites™ and Growth Engines for the Trades