Do I need testimonials or case studies to improve AI visibility?

Not necessarily. You can improve trust signals with proof substitutes like clear deliverables, transparent process, founder credibility, public writing, and verifiable references. Case studies help, but they aren’t the only path.

What are the most common reasons a brand isn’t mentioned in AI answers?

Most often it’s unclear positioning, missing comparison/use-case pages, inconsistent entity details, and weak credibility signals that make AI hesitant to cite or recommend the brand.

What is the fastest improvement that usually helps?

Clarify positioning in plain language, add one strong comparison page and one use-case page, and make your About page unambiguous (who you are, what you do, who it’s for, and why you’re credible).

How do you measure progress?

You track changes in brand mentions, how the brand is described, which sources are cited, and whether AI answers become more consistent for a fixed set of prompts over time.

← Back to Insights

GEOAI summariesTrust signals

What We Typically Find in an AI Visibility Snapshot

Most brands don’t “fail” AI visibility because they are low quality. They fail because AI systems can’t confidently explain what the brand does, who it’s for, and why it should be referenced.

Quick summary

AI mentions usually increase when your positioning is explicit, your pages answer comparison questions, and your credibility is easy to verify.
The biggest wins often come from 3 pages: About, Use Cases, and Comparisons.
You don’t need big-name case studies to build trust. You need proof that is specific and verifiable.

The 6 patterns we see most often

1) Positioning that sounds good but says nothing

If a visitor can’t answer “what do they do?” in 10 seconds, an AI system usually can’t either.

Vague hero copy (no category, no user, no outcome)
Multiple audiences mixed together
No crisp differentiation

2) No pages that AI likes to summarize

AI answers often lean on pages that directly match question formats.

Missing comparisons (Brand A vs Brand B)
No alternatives page
No use-case pages (real scenarios, not features)

3) Inconsistent entity details across the site

AI systems care about stable identity signals.

Company name variations (and mismatched product names)
Conflicting descriptions across About / homepage / footer
No clear location, ownership, or scope where relevant

4) Weak trust signals (even when the product is strong)

No testimonials is normal at the beginning. But you still need proof substitutes.

No process transparency
No example deliverables
No visible expertise signals (writing, references, methods)

5) Content structure that’s hard to quote

AI systems summarize what is structured and unambiguous.

Long paragraphs with mixed ideas
Missing scannable headings and lists
No clear definitions or “what this means” sections

6) The wrong pages rank for the wrong intent

If your top pages don’t match the questions people ask, you’ll miss mentions even with good SEO.

Blog content ranks but core pages are thin
No pages for bottom-of-funnel questions
No “who it’s for” clarity

What to do if you have no case studies yet

This is super common. Don’t fake testimonials. Instead, add proof that is honest and verifiable. Here are strong substitutes that build trust with humans and also help AI systems feel safer referencing you.

High-trust substitutes (best options)

Show a sample deliverable

A redacted PDF screenshot: what sections you include, how you prioritize fixes, what the plan looks like.

Share your method

Explain your prompt set structure, what you test, and how you decide what matters (no secret sauce needed).

Publish “what we typically find”

Exactly what this article does: predictable issues, clear fixes, and examples in plain language.

Add verifiable references

Link to authoritative sources that support your recommendations. It boosts credibility and cite-ability.

Add clear constraints

Say what you do and do not do. Clear scope often increases trust more than hype.

Offer a small “starter” engagement

Low-risk entry: the Snapshot. A clean process + fast turnaround is trust on its own.

If you later get 2–3 real testimonials, great. But you can build trust without them.

Want us to run this baseline for your site?

Request an AI Visibility Snapshot and get a baseline, prioritized fixes, and a clear 30-day action plan.

Request a snapshot View pricing See services