How do you find the questions your customers are asking AI?

In my last post I said that if you only have a little time, you should pick five questions and answer them really well. A few people asked me the obvious follow-up… Which five?

I suppose it’s a good question. And the answer is much closer to home than you’d think.

You don’t need a fancy tool for this – You’ve probably been sitting on most of the answers for years.

1. Start with your own inbox

Open your sent emails and your enquiry form submissions. Scroll back through the last few months and look for the questions that keep turning up. “How long does it take?” “Do you cover my area?” “What’s included?” “Is it worth it for a business like mine?”

If you’ve answered the same question three times, that’s your first one. Write it down!

2. Check your DMs and your phone

Facebook, Instagram, LinkedIn and WhatsApp messages are brilliant for this. People ask things there that they wouldn’t bother to type into a contact form, and they use their own words. That’s exactly how they’ll phrase things when they ask an AI tool.

3. Read your reviews (and your competitors’ reviews)

What did people say before they booked? What were they unsure about? Reviews often reveal the worry behind the question. Someone writing “I wasn’t sure if it would suit us” is really asking “is this right for someone like me?”

Competitors’ reviews are worth a look too. If their customers keep mentioning something that nobody is explaining properly, that’s a gap you can fill.

4. Ask the people who already know you

Pop a quick message to a few recent customers. Something like: “Before you got in touch, what were you searching for or wondering about?” Most people are happy to answer, and the replies are usually more useful than you’d expect.

Your team can help here as well. Whoever answers the phone knows exactly which questions come up every week.

5. Look at what Google suggests

Type one of your main services into Google and scroll to the “People also ask” box. Click a few and more appear. The autocomplete suggestions as you type are worth a look too. It’s not perfect, but it shows you the sort of wording people use.

6. Try asking an AI tool yourself

Open ChatGPT or Gemini and ask it the questions a customer might ask about your service. Read what comes back. Is it vague? Out of date? Missing the practical detail you know matters? That’s often where you can be more useful.

I wouldn’t treat the answers as fixed, because they change from one day to the next. But it’s a handy way to spot gaps.

Turning your list into five posts

Once you’ve got a messy list, narrow it down. I’d pick the five that:

• come up most often
• are closest to someone ready to buy
• you can answer from real experience

Then write each answer the way you’d say it across the table. Start with a clear, direct answer in the first couple of sentences. Add an example from a real job. Mention the thing that catches people out. Keep it as long as it needs to be and no longer.

That’s it. No giant content plan needed.

A quick reality check

Doing this won’t guarantee you’ll be mentioned in an AI answer. Nobody can promise that. But you’ll have put real, specific, useful answers on your site, which helps people and gives you a better chance of being found.

If you’d like a second pair of eyes on your list, send it over. I’m always happy to help you work out where to begin.

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FAQs

Where can I find the questions my customers ask?
Your emails, DMs, reviews and phone calls are the best places to start. Google’s “People also ask” box and autocomplete suggestions can add a few more.

Do I need a paid tool to do this?
No. You can do all of it with what you already have, plus a bit of time. Paid tools can help later, but they aren’t necessary to get started.

How many questions should I start with?
Five is plenty. Answer them well, then add more once you’ve seen how it goes.

Should I write the questions exactly as customers say them?
Where you can, yes. People tend to type and speak to AI tools in everyday language, so using their wording makes your content easier to match.

Is it worth asking ChatGPT my own questions?
It’s useful for spotting gaps in what’s already being said about your topic. Just don’t rely on it for tracking, because the answers change.

How long should each answer be?
As long as it takes to answer properly. Lead with a clear answer, then add detail, an example and anything people often get wrong.