ChatGPT reads your own website: the three pages it looks for

When ChatGPT answers buying questions, it often takes its answers from companies' own websites. Three pages make the difference: one per service, your prices and one per town you work in.

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When a customer asks ChatGPT for a company like yours, it mostly reads your own website. In a test from October 2026, 79% of the sources ChatGPT referred to in Denmark came from companies' own websites, not from directories or review sites (measured by Matti Ljungberg). That is good news for you, because your website is the only source you control yourself. Three pages make the difference:

1. One page for every service you sell.
2. A page with your prices.
3. One page for every town you actually work in.

Jump to:

• What did the test show?
• Page 1: One page for every service
• Page 2: A page with your prices
• Page 3: One page for every town you work in
• What you can do today

What did the test show?

Matti Ljungberg, SEO Director at the agencies MKRIS and CERNEL, asked ChatGPT, Gemini and Google's AI Mode the same buying question in the US, the UK and Denmark: which digital marketing agency should I choose? He collected 741 answers and looked at where the answers got their information from.

In Denmark, ChatGPT went straight to companies' own websites. Google's AI Mode leaned more on directories and listing sites. His advice was therefore simple: write a page in your customers' language for every service, and make pages for the towns you cover, including the small ones.

The test covered one industry and one question, so it is not a law for every industry. But it points the same way as our own measurement of 465 companies from July 2026, where most sources were also the companies' own websites. And that is why the same applies to you: ChatGPT can only recommend you for what is on your website. If it is not there, it recommends someone else.

Page 1: One page for every service

If a customer asks ChatGPT for a carpenter who can put on a new roof, it looks for a page about roofing. If all you have is one page called "Services" with a bullet list, ChatGPT has nothing to quote. If your competitor has a whole page about roofing, with what it costs, how long it takes and what the customer needs to decide, that is the page that gets read and mentioned.

A good service page answers the questions the customer would ask on the phone:

• What exactly do you do, and what do you not do?
• How does it work from the first call to the finished job?
• What do I need to decide or have ready myself?
• Roughly what does it cost?

Write it in your customers' language, even if the rest of your industry uses jargon. The customer asks in plain words, and ChatGPT answers with what fits the question.

Check for free what ChatGPT says about your company today. It takes two minutes and needs no payment details. You find out whether you are mentioned, and which pages are missing.

Page 2: A page with your prices

Many smaller companies hide their prices because "it depends on the job". But when a customer asks ChatGPT what it costs, it can only answer with the prices it can find. Ljungberg saw exactly that: when budget was the first thing the AI asked the customer about, ChatGPT repeated the agencies' public package prices directly in its answer. The agency with a pricing page was mentioned in 70% of ChatGPT's answers.

You do not need a fixed price for everything. It is enough to show what the customer can use to choose:

• A "from" price or a price range for each service.
• What makes the price go up or down.
• An example of a typical job and what it cost.

Then ChatGPT can answer the customer with your name and your price, instead of answering with a competitor's.

Page 3: One page for every town you work in

If someone in a small town asks for an electrician, ChatGPT looks for an electrician who writes that they work in that town. If your homepage only says "We cover the whole region", it is hard for it to know that you are the right answer.

So make a page for every town you actually travel to, including the small ones. But a town page has to be about the town, not just have the town name swapped in. Write about the jobs you have done there, how far it is to the customer and what is special about the houses or businesses in the area. A page where only the town name has been swapped helps neither the customer nor ChatGPT. Only make pages for towns you actually serve.

What you can do today

Start by seeing where you stand. Ask ChatGPT what your customers would ask, for example "which carpenter near me can put on a new roof?", and see who gets mentioned and which pages are referred to. Then look at your own website and tick off:

1. Does every service have its own page?
2. Can a customer see roughly what it costs?
3. Does every town you travel to have its own page with something that only applies there?

If something is missing, those are the pages to write first. Geoa finds them for you and writes them, so they are ready for you to publish on your website. Town pages are only written for towns you have told us you serve, and every page gets something that applies to that town alone.

Frequently asked questions

Where does ChatGPT get its information about companies?
In a test from October 2026 of the buying question "digital marketing agency", 79% of the sources ChatGPT referred to in Denmark came from companies' own websites. The test was run by Matti Ljungberg on 741 answers from ChatGPT, Gemini and Google's AI Mode in the US, the UK and Denmark.

Should I show my prices on my website?
Yes, if you want to be in the answer when the customer asks ChatGPT about price. ChatGPT can only repeat the prices it can find. You do not need a fixed price for everything: a from-price, a price range and an example of a typical job are enough.

Does it help to make town pages for small towns?
Yes, if you actually work in the town and the page is about the town. A page where only the town name has been swapped helps neither the customer nor ChatGPT. Write about the jobs you have done there and what is special about the area.

So do directories and review sites not matter?
They do. In the same test, Google's AI Mode leaned more on directories than ChatGPT did. But your own website is the only source where you decide the content yourself, and in Denmark it was the one ChatGPT read most.

Does it apply to every industry?
We do not know. The test covered one buying question in one industry. The advice to have one page per service, visible prices and pages for the towns you cover is still cheap to follow and helps on Google too.

Next step

Find out which of the three pages you are missing. Run the free test of your website — two minutes, no payment details. If you want the pages written for you, Geoa costs from €39 per month. Geoa then writes up to five new texts a month for your website, and you can try it free for 14 days. See the prices.