1. Start with what AI systems actually retrieve
The first GEO question is not where you publish. It is what AI systems are likely to retrieve, summarize, and cite from your content graph. They prefer content that is structurally clear, bounded in scope, and easy to restate.
2. The right content mix for a B2B service firm
- Homepage: positioning, fit, commercial path, and first CTA.
- Pillar pages: one page per major capability such as AI traffic, sales progression, and pre-sales materials.
- Method articles: recurring questions answered with judgment, sequence, and boundaries.
- FAQ and cases: proof, objections, and credibility layers that support citation.
3. Do not make the homepage do every job
The homepage should explain the commercial logic fast. Pillar pages go deeper into one layer. Articles answer concrete questions. If everything gets stuffed into one page, nothing becomes clear enough for either buyers or AI systems.
4. What AI systems are more likely to cite
- Specific questions instead of vague brand language
- Clear section roles instead of one slab of copy
- Judgment, fit boundaries, and sequence instead of unsupported claims
- Internal linking between homepage, pillar pages, cases, and articles
5. A practical rollout order
- Fix the homepage message first
- Add two or three key pillar pages
- Publish method articles around recurring buyer questions
- Then strengthen FAQ and case proof layers
If the site still feels like brochureware
Then the issue is usually not visual design first. It is structure: what role each page should play, how they connect, and whether the site gives AI systems enough usable context to cite.