When someone asks ChatGPT to recommend a business like yours, does your name come up?
It’s a useful question. But before you start testing, you need to work out what potential customers might ask and which questions matter most to your business.
This process is often called AI prompt research. Put simply, it means finding the questions people could ask AI tools when they need your products or services, then using those questions to improve your online information.
You can start with the questions customers already ask, use your existing search data to find more ideas, and check which businesses and sources appear in AI answers.
How to find the questions your customers ask AI
1 Start with what customers already ask you
Your enquiries are a good source of ideas.
Think about the questions people ask before they buy, book or request a quote. Look through enquiry emails, speak with your team and note the concerns that come up regularly.
For a web design business, these might include:
- How much will a new website cost?
- Can you update my existing website?
- Do you offer support after the website launches?
- Have you worked with businesses in my industry?
- Should I choose Shopify or WordPress?
These are real customer questions. They give you a stronger starting point than asking AI to invent a long list of possible prompts.
2 Use Google search data to find more ideas
If you already invest in SEO, your keyword research can help.
Google Search Console shows searches that have brought your website into Google results. Keyword research tools can suggest related topics and estimate Google search demand.
A search such as “web design Gold Coast” could lead you to test questions like:
- Which Gold Coast web designers work with small businesses?
- Who can build an ecommerce website and provide ongoing support?
- What should I look for when choosing a web design agency?
Treat these as questions to investigate. Google search data can help you identify relevant topics, but it doesn’t tell you how often people ask the same questions on ChatGPT.
3 Focus on questions that could lead to an enquiry
Some questions are more closely connected to a purchase than others.
“What is SEO?” suggests someone is learning the basics. “How do I choose an SEO agency for my local business?” suggests they may be considering professional help.
Both can be worth answering. If your immediate goal is more enquiries, start with questions about choosing a provider, comparing services, costs, relevant experience and solving a specific problem.
Choose a manageable shortlist that reflects the work you want more of.
4 Check which businesses and sources appear
Test your questions in the AI platforms your customers are likely to use, such as ChatGPT, Google AI Mode, Gemini or Perplexity.
Record:
- Whether your business is mentioned.
- Which competitors appear.
- Which websites are linked or cited.
- Whether the information about your business is accurate.
- The platform and date of the test.
Look for patterns across several checks. One answer gives you a snapshot, and results can change with the wording, location, conversation and platform.
If the same competitors or sources appear repeatedly, investigate what useful information they provide. This can help you spot gaps in your own website or business profiles.
5 Turn your findings into useful website improvements
You don’t need a separate page for every question. Start by improving the pages customers already use to assess your business.
These examples show how a customer question can guide a useful improvement. They are illustrative, rather than measured ChatGPT search queries.
| Question a customer might ask | Information your website could provide |
|---|---|
| How much does a small business website cost? | Indicative pricing, what’s included and what affects the final quote. |
| Who can rebuild my Shopify store? | A clear explanation of your rebuild service and relevant project examples. |
| Will I get support after launch? | Support options, inclusions and how customers request help. |
| Has this business worked in my industry? | Relevant case studies, customer feedback and examples of your work. |
The aim is to help someone make a decision. Be specific about what you offer, who you help and what customers can expect. Where possible, support your explanations with real examples and results.
Our guide to attracting traffic from AI search explains how this fits into your wider website strategy.
Can you see how often people ask a question on ChatGPT?
There isn’t a complete public equivalent of Google keyword search volume for every ChatGPT question.
Some research tools provide prompt data or estimates, but their coverage and methods vary. Check what a figure actually measures before using it to guide your spending.
You can still make useful decisions without exact prompt volumes. Start with questions that come up in real enquiries, relate to your services and influence whether someone chooses your business.
Does this replace SEO?
No. A clear, accessible website with useful content remains the foundation.
Google says its existing SEO best practices also apply to AI Overviews and AI Mode. Its guidance is available here:
https://developers.google.com/search/docs/appearance/ai-features
For business owners, the practical work is familiar: explain your services clearly, answer customer questions, demonstrate your experience and keep your business information accurate.
AI prompt research adds another way to check whether that information is helping people discover and assess your business.
Measure enquiries as well as visibility
Being mentioned in an AI answer is useful to track, but it doesn’t automatically mean more website visits or sales.
Alongside mentions and citations, review referral traffic where it’s identifiable, enquiry quality and what customers say when you ask how they found you.
That helps you judge whether the work is attracting the right people. Our guide to tracking AI visibility explains the available data and its limits.
Where to start
Choose one service you want more enquiries for. Write down the questions customers ask before buying, test a small selection across relevant AI platforms and improve the information that’s missing from your website.
At Thrive Digital, we help businesses apply this research as part of their wider SEO strategy, connecting customer questions with useful content and clear service information.
Find out about our AI search optimisation services:
