Build a Business Facts Page People and AI Assistants Can Use

We start with a list of the facts you can confirm today. Start with the public business name, canonical website, main services, service area, intended customers, and contact route. Add the practical process: how a request is assessed, when an estimate is available, and which information the customer should provide.

Keep unknown fields empty. An incomplete but accurate description is a better starting point than a complete looking record filled with guesses. A business that has not decided its standard response window should not publish a specific number just because the form has space for one.

We ask you to name one person to confirm each category. On our side, Jeff Clerisier, our founder, works out the scope with you. The owner may confirm identity and positioning, while the operations team confirms availability and service limits. This prevents marketing copy from becoming a separate version of the business that the delivery team cannot support.

“We provide drain cleaning in Avon” is a service statement. “Our customers saved a certain amount last year” is a performance claim that needs a defined measure and supporting record. Both may belong in your material, but they require different checks.

For each proof claim, record the exact wording, its source, the measurement period, and the population or project it describes. A result from one client is not automatically an average across all clients. A planned investment is not completed spending. A business award should name the awarding body and year if those details are relevant to what you claim.

Use the supporting guide on building a marketing claims evidence ledger when your facts pack includes results or research. A link pasted beside a sentence is only a supplied reference until someone checks that it supports the sentence.

Your introduction should identify the business and offer without making the reader assemble the meaning from slogans. Use ordinary sentences. A hypothetical example might say: “Example Plumbing provides drain cleaning for homeowners in Avon and Plainfield. Customers can request an assessment through the contact form. The team confirms scope and scheduling before work begins.”

That example contains no invented emergency availability, license, price, rating, or guarantee. A real company could add any of those details it can verify. The point is to make every added fact deliberate rather than letting a writing template fill the gaps.

We read the paragraph with the logo and hero artwork stripped away. Can someone identify the business category, actual service, geography, and next action? Then place the paragraph back in the design and check that it remains easy to find. Clear content and distinctive design can support one another.

Choose a small number of practical questions: who the service is for, what is included, what varies, how pricing is established, and how to begin. Use the owner's real answers. If the response is conditional, explain the condition rather than hiding it behind “contact us for details.”

For example, a hypothetical site could explain that access, item condition, and requested scope affect an estimate. That gives a customer useful preparation information without pretending the website can quote every job. A service exclusion can be equally valuable because it prevents an unsuitable inquiry.

A facts kit may produce a readable page section, a JSON brief, and optional structured data. Treat those as different presentations of the same record. When the service area changes, update the record and regenerate the outputs. Do not edit each version separately and hope they remain consistent.

Structured data describes information using defined properties. Google's structured data policies require it to represent the visible content and make clear that valid markup does not guarantee a search feature. A technically valid file is therefore only one part of the review.

Ask the same factual questions of the JSON as the page. Is this the actual business? Are the services real? Does the contact information work? Are the claims current? Someone who understands the business should be able to approve the underlying facts even if a developer handles the implementation.

A public location customers visit and a service territory are different facts. A business can serve several communities without having an office in each. A map can help explain that territory, but a pin should not imply a customer can visit a location when they cannot.

The companion article on business identity and service area consistency shows how to keep the homepage, service pages, contact information, and structured data aligned. Use confirmed details and leave optional precision, such as exact coordinates, out when you don't have the right fact. Our own site does this: its business markup names Indianapolis and leaves out a street, postal code and coordinates, because we have no public street address.

A completeness checklist can reveal missing information: perhaps the record identifies the service but never explains how to start. It cannot decide whether your offer is compelling, your evidence is strong, or your site will be cited. Review the listed gaps as writing tasks rather than treating a percentage as business performance.

The same applies to source coverage. Five claims with five supplied links can still contain weak or irrelevant references. Open each source and check the relationship. A human reviewer remains responsible for deciding whether the wording is justified.

Give the finished information a stable home on the website. Link to it from relevant pages using descriptive labels. Keep important facts available as text rather than placing the entire explanation inside an image. Make the contact action a real link or button with a clear result.

When using the facts kit as context for an AI assistant, include the review date and tell the assistant to preserve unknowns. Ask it to draft from the supplied facts and flag additional claims it would need to verify. This is a practical way to reduce accidental invention during drafting; the final page still needs an editorial check.

Choose simple review triggers: a new service, a changed phone number, a revised quote process, or a change in coverage. Update the source facts before creating new campaign materials. Keep the previous version when it helps explain what changed, especially for dated performance claims.

Start your record in the AI Answer Kit. Read our explanation of AEO and SEO for the broader context, and use the AI search evidence guide when deciding what to measure. Trojan's SEO, AEO and GEO services can connect this factual foundation with the technical and content work your site needs.