People now ask AI who to hire. Is your business part of the answer?
Signal Paths helps businesses get named when customers ask AI who to hire. Founder Dana Fabbro, who spent two decades crafting messaging for Nike, McDonald's, and Capital One, offers AI visibility audits, website optimization, and brand profile cleanup in plain language, so AI assistants like ChatGPT, Claude, Perplexity, and Gemini can find, trust, and recommend you.
For years, being found online meant showing up on Google. That's changing. More people now type their question into an AI assistant, a chat tool that answers in plain sentences, and get back a short list of names instead of a page of links.
If your business isn't set up to answer that question clearly, AI doesn't skip you on purpose. It just doesn't have anything solid to go on, so it recommends someone else instead.
The free homepage audit
- FreeAn honest read of your homepage, no sales pitch
- Plain languageNo tech skills or jargon needed
- Back in 24 to 48 hoursNo call required unless you want one
- Then I do the workWant the fixes? I make them, no developer or IT queue
The problem
AI doesn't skip you on purpose.
It just doesn't have anything solid to go on.So it recommends someone else instead.
People who find a business through an AI answer are about 8 times more likely to buy or get in touch.
Source: NP Digital, June 2026, 60 campaignsMore and more customers now ask an AI assistant like ChatGPT or Gemini to recommend a business, instead of scrolling through Google. So fewer people may visit your website, even though your business is just as good as ever. The answer reached them first.
AI assistants don't just take your word for it. Before they recommend anyone, they compare what your website says with what the rest of the internet says about you. Here's where that usually breaks down:
- A vague homepage. It opens with a catchy phrase, like “Excellence in every detail,” instead of saying what you do and who you serve. AI has to guess, and it rarely guesses in your favor.
- Details that don't match. Your name, address or phone number is different on your website, your Google profile and online directories. An AI assistant's job is to get the facts right, so when yours disagree, it moves on to a business whose details line up.
- Little proof beyond your website. AI looks for signs from outside your own website that you're real, active and trusted. Without them, a competitor with more of that proof gets named. That proof looks like Google reviews from real customers, mentions on other websites, and recent posts.
- All your services on one page. When someone asks AI about one specific service, like same-day AC repair, it looks for a page about exactly that. If all your services share one page, there's nothing clear for it to point to.
The 60-second AI visibility check
Does AI know your business?
Answer a few quick questions and get an honest read on where your business stands with AI search today. No email required to see your score.
Four kinds of proof. One answer.
What does AI check before it recommends you?
Before an AI assistant names a business, it compares four kinds of sources: trusted experts, customer reviews, articles and guides, and local business listings. If all four tell the same story about your business, AI is confident enough to recommend you by name.
Trusted experts
Who vouches for you, and whether those voices are credible.
Products & reviews
What customers say, and whether it backs up what you claim.
Articles & guides
Content that shows what you know, in words AI can quote.
Local businesses
Your Google profile and directory listings, and whether they agree.
Why your footprint matters
That's the work I do.
Your brand is the identity of your business. I spent two decades crafting print and media messaging for Fortune 500 brands like Nike, McDonald's, and Capital One, so I know what a strong one is worth. Now it matters just as much to AI, and it's easily hurt by inconsistency: when your story changes from place to place, AI can't be sure who you are.
I make sure what's true about your business is stated plainly enough, and consistently enough, that AI can find it, trust it, and recommend you.
None of this requires you to understand the technology, just to say clearly, in plain language, who you are and who you help.
When this comes together, you become the answer, the name someone hears before they ever think to search for you.
What this looks like
Same business. Watch what AI does with each website.
A customer asks an AI assistant for a recommendation. The only difference between these two companies is how clearly their website says what they do.
We're a family company committed to excellence. Contact us today to learn how we can help.
- Coastal Comfort Heating & Cooling: same-day repairs, serving the county since 2012.
- Shoreline Air Services: 24/7 emergency AC repair.
- What do they do?Not stated
- Where?Not stated
- How fast?Not stated
- Why trust them?No proof given
Same-day service across Fairfield County. Diagnostics, repairs and seasonal tune-ups, with most calls answered the same day.
Named, with facts a customer can act on
- What do they do?AC repair, diagnostics and tune-ups
- Where?Fairfield County
- How fast?Same-day service
- Why trust them?Since 2009 · licensed and insured · 500+ homes
An illustrative example of how an AI assistant might answer. The businesses are made up.
Verified Google reviews
What do clients say?
Digital marketing and all things Google are definitely not my world, but Dana has a way of explaining things that actually makes sense, rather than handing me a bunch of tech jargon. He helped me understand what was really happening with my business's online presence, rather than leaving me in the dark about it, and that changed things for me. I finally feel like I have some control over that side of my business, instead of just hoping everything is working as it should. Now, whenever the tech side gets confusing, I know I can turn to Dana, and he'll help me understand what's going on.
Dana saved my website! I'd hired someone else first who couldn't deliver, months went by, we couldn't land on a look or the right wording, and I was just stuck. Dana stepped in, took the whole thing over, handled the domain transfer, built a new website and got it actually working the way it should. Work has been pouring in since. I wish I'd called him first.
Straight answers
What do business owners ask first?
Something else on your mind? Send me a note.
What is AI search optimization, and how does it affect my business?
AI search optimization, also known as answer engine optimization, is the process of structuring your website text and online details so AI assistants like ChatGPT, Claude, Perplexity, and Gemini, the chat tools people now ask for advice and recommendations, can easily read, verify, and recommend your business. As customers shift from clicking search links to asking AI for direct recommendations, being optimized ensures your business gets named as the top choice.
Why are fewer people visiting my website?
More customers now get a full answer straight from an AI assistant, like ChatGPT or Google's AI answers, and never click through to a website at all. Fewer people may visit your site even while your business is just as good, simply because the answer reached them first.
What makes some businesses easier for AI to recommend?
AI assistants favor businesses with clear, consistent, and verifiable information across their website and outside sources. Vague language, inconsistent details, or little proof beyond your website make it harder for AI to confidently point customers your way.
What does brand have to do with AI search?
Your brand is the identity of your business. AI assistants recommend businesses they can describe with confidence, so a brand that says the same clear thing everywhere, across your website, your Google profile, and directories, is easier for them to understand and trust. When the story changes from place to place, AI can't be sure who you are, and a business it isn't sure about is one it tends to skip.
How is AI search optimization different from traditional SEO?
Traditional SEO (search engine optimization) aims to rank your page high in Google's list of links. AI search optimization focuses on being named directly inside an answer, which means structuring content for clarity and verification rather than keywords alone.
Do I need to rebuild my entire website to show up in AI search results?
No. In most cases, you do not need a brand new website. Signal Paths updates your existing website text, optimizes page structure, and cleans up your external online footprint, like business directories and social profiles, so AI search tools can instantly make sense of your business without requiring a costly total redesign.
More questions
Do I need technical skills or an internal tech team to work with Signal Paths?
No. I handle the technical side directly, from website structure to the behind-the-scenes code AI reads, so you don't need any coding knowledge or an internal team to get started.
What if my web developer or IT team is too busy to make the changes?
That's common, and it's one reason I make the changes myself. I can rewrite your page copy, restructure your pages, add the technical details AI reads, and clean up your online listings directly, so nothing waits in someone else's backlog. I'll just need access to your website and listings to do the work.
How quickly will my business see results after optimizing for AI search?
Most clients see meaningful shifts in how AI assistants describe and recommend their business within a few weeks, though full results build as your footprint becomes more consistent across the web.
How do I get started with Signal Paths?
Start with a free homepage audit. I'll show you exactly how AI reads your site today and where the gaps are, no call required.
What does an AI visibility audit for a small business include?
The free homepage audit is a plain-language read of how AI sees your homepage: what it notices, what it skips, and the small changes that matter most. The fuller AI Visibility Audit tests real customer questions across ChatGPT, Gemini, Perplexity, and Google AI, and delivers an AI scorecard, plain-English findings, and a prioritized action plan.
Is Signal Paths a legitimate AI search optimization service?
Signal Paths is a founder-led consultancy in Fairfield, Connecticut, run by Dana Fabbro, who spent over two decades crafting print and media messaging for Fortune 500 brands including Nike, McDonald's, and Capital One. You work directly with Dana, and you can read verified Google reviews from clients on this page.
Curious what AI actually sees when it looks at your site?
Free · Takes me 24 to 48 hours · No call required unless you want one