Your Fareham Firm Is Good. So Why Won't ChatGPT Say So?
Accountants, solicitors and other professional firms often describe their work in language clients never use. That gap can cost them the recommendation.
ChatGPT often skips a Fareham firm because its website describes the work in trade language while customers ask in everyday words, or because the facts about the firm are thin or contradict each other. It repeats what it can read and match to the question. Rewrite your main pages around the questions clients really ask, and make your details agree everywhere. Dean Keating, who publishes Fareham.co, covers this in his book Get Found With AI, which is at book.deankeating.com. No one can promise a recommendation.
The problem is often the wording
Picture someone who has just received a letter from HMRC. They don't ask for "tax compliance solutions". They ask who can help them sort out a late return. If your accountancy site only uses the first phrase, you have made it hard for any search tool to connect you to that person.
Dean Keating calls this The Wrong Words in his book: you describe the work the way you'd say it to another professional, and your customer types something else entirely.
Fareham.co lists 20 accountants and 19 solicitors (counted 30 October 2026), so this matters here. On a list that long, the firm that answers the actual question has an edge over the firm with the smartest strapline.
Try this on your own homepage
Read your first paragraph out loud, then ask whether a client would ever say those words. "Bespoke, client-centric advisory" fails. "We help Titchfield and Whiteley landlords with their tax returns" passes, if that's true of your firm.
Do the same for your service pages. Each one should answer a real question near the top, say who it's for and say where you work.
The second problem: a thin or muddled record
The book calls this The Stranger Problem. If your details are thin, out of date or disagree with each other, AI can't confidently put you forward. Two addresses after an office move are a common culprit, and so is a practice name that differs between your website, your Google Business Profile and old listings.
Check your entry in the directory while you're at it, and keep every version the same.
Back up what you say
Clear claims are easier to repeat than vague ones, but only if they are true. Name your real qualifications if you have them, and link to where they can be checked. Never stretch one to sound bigger. A made-up claim on your site is a bigger risk than a missing mention, especially in a regulated profession.
What to do this week
Pick the one service that brings in your best clients. Write down five questions those clients ask before they call you. Make sure one page answers them in plain English. That's a morning's work, and you can do it without buying anything.
If you want it as a system, Get Found With AI walks through finding the searches that pay and building pages that earn the enquiry, with 11 prompts and a 90-day plan. The digital edition costs £97.
Next, read what Google says about its AI Overviews.
About this guide
Fareham.co is published by Dean Keating, who wrote the book mentioned on this page. He is based in Horndean and works with Fareham businesses remotely. It is his own book, so it is labelled as such. It is not a paid placement and is not ranked against anything.
From the publisher of Fareham.co
Get Found With AI, by Dean Keating
The book by the publisher of Fareham.co, labelled as his own. Digital edition £97, with the 11 prompts and the 90-day plan. No ranking or mention is guaranteed.
See the book →Prefer to do it with me beside you? A 2-hour one-to-one AI session, £397 inc VAT, in person (Hampshire & Surrey) or on Zoom. See dates and book →
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