The way customers find contractors is changing faster than most people realize.
The Shift Is Already Here
When someone asks "Who's a good plumber near me?" they're increasingly asking ChatGPT, Google's AI Overview, or their voice assistant—not scrolling through blue links.
According to recent data, 60% of Google searches now end without a click. The AI answers directly. And that answer comes from structured, verified data—not from whoever paid the most for ads.
What AI Looks For
AI agents don't browse websites like humans do. They look for three things:
2. Legitimacy signals — Is there verifiable proof of licensing and insurance?
3. Readability signals — Is the data structured in a format AI can parse?
If you're missing any of these, AI doesn't guess. It skips you and recommends someone else.
The Winners and Losers
The contractors who are adapting early are seeing a shift in how leads arrive. Instead of paying $150 per lead on platforms like Angi, customers are finding them directly through AI recommendations.
The contractors who aren't adapting? They're seeing lead volume decline and wondering why their SEO isn't working anymore.
What You Can Do
The first step is understanding where you stand. Run a free audit to see how AI currently perceives your business. Then make a decision about whether to get verified.
This isn't about chasing the latest marketing trend. It's about recognizing that the infrastructure of search is changing—and positioning yourself accordingly.