Dear Anna

AI Is Changing How Customers Find Contractors—Here’s How to Stay Visible Without Overhauling Your Business

By Anna Anderson, Jill Bloom, Executive Director, Roofing Contractor, John Wyatt

Website Changes Contractors Can Make Today to Win in Al Search Results — Chris Pirrone | RC

Artificial intelligence is no longer a futuristic concept: It’s already reshaping how customers search for, evaluate, and select contractors. At a recent trade show this year, one topic dominated conversations across the show floor: AI. And according to Anna Anderson, CEO of Art Unlimited, the biggest challenge isn’t adopting AI, it’s knowing where to start without feeling overwhelmed.

Speaking with Jill Bloom, group publisher of Roofing Contractor on the “Best of Success” podcast, Anderson emphasized that contractors don’t need to rebuild their businesses or hire a chief technology officer to stay competitive. Instead, small, strategic adjustments can make a meaningful difference, especially as AI agents increasingly act as intermediaries between businesses and customers.

Roofing Contractor presents The Best of Success Podcast Show

Website Changes Contractors Can Make Today to Win in Al Search Results

Art Unlimited CEO Anna Anderson shares practical, no-cost steps contractors can take right now to prepare their marketing for AI-driven search and the rapidly emerging “business-to-agent” economy.

“We’re moving into a new landscape,” Anderson explained. “It’s no longer just B2B or B2C. It’s B2A (business to agent). Your customer’s AI agent is gathering information, comparing options, and delivering a summary back to the human. Your marketing has to be ready for that.”

One of the simplest (and most impactful) steps contractors can take is adding price transparency to their websites. Whether it’s a pricing calculator, estimate tool, or general cost ranges, this information helps AI agents perform price comparisons, a function increasingly built into search platforms. With Google Business Profile rolling out online estimate options, Anderson says pricing is no longer optional—it’s expected.

Another critical factor AI agents look for is credibility. Awards, certifications, and recognitions should be prominently displayed on a company’s homepage, not buried on a subpage. “If you’ve received an industry award or manufacturer recognition, that’s gold,” Anderson noted. “Agents are trained to look for those trust signals.”

Customer sentiment is equally important. Overall ratings, testimonials, and reviews (whether from Google, Yelp, or the Better Business Bureau) help AI assess a company’s reputation. Featuring rotating testimonials or aggregated review scores on a website can significantly improve visibility in AI-driven results.

Anderson also encouraged contractors to test how they appear across multiple AI platforms. While ChatGPT remains well known, other tools like Google’s Gemini, Grok, Perplexity, and Claude are gaining traction. More consumers are now asking smart devices for recommendations instead of typing searches into their phones, making it essential to understand how AI presents your business.

“The face of your business is changing,” Anderson said. “Agents are helping tell your story. If the information isn’t there, they’ll tell someone else’s story instead.”

Her final message to contractors was reassuring: this shift is an evolution, not a revolution. By making incremental improvements and staying curious, businesses can adapt without fear. “Keep chipping away,” she advised. “Small changes do have an impact and we’ll keep sharing what’s next.”

For contractors willing to take that first step, the future of AI doesn’t have to be intimidating: It can be an opportunity.

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Anna Chapman Anderson, CEO of Art Unlimited, has grown up working in the marketing industry. As a second generation owner, Anna is leading Art Unlimited within multiple industries and specialties. She speaks on national stages across the United States and works alongside business owners helping them obtain success. She is a recipient of the Joel Labovitz Entrepreneurial Success Award. Anna is an active member in Roofing Technology Think Tank (RT3), National Women in Roofing (NWiR), and Business Network International (BNI).

Jill Bloom is the innovative Executive Director of Roofing Contractor, Walls & Ceilings, Building Enclosure, Roofing Supply Pro, and the highly regarded Best of Success event. With a deep commitment to advancing the roofing, construction, and building enclosure industries, Jill oversees a robust portfolio of publications, podcasts, and events that empower professionals with knowledge, inspiration, and connections.

Her brands deliver exceptional value across multiple platforms, including:

Techos y Más, the Spanish-language newsletter of Roofing Contractor.
Safety Advisor, a newsletter focused on critical resources for jobsite safety.
Thermal Talk, a newsletter focused on insights and news for the insulation contractor.
eRock, a leading newsletter for drywall contractors.
The Enclosure Experts podcast, offering architects deep insights into building enclosure technologies.
If Walls Could Talk, a podcast dedicated to exploring trends and innovations for the wall and ceiling contractor.
The Best of Success Podcast, providing thought leadership and practical advice for roofing professionals.

Jill’s passion for professional development and fostering industry connections is exemplified by the Best of Success event, a premier gathering of contractors, suppliers, and thought leaders for unmatched education and networking.

John Wyatt is editor of Walls & Ceilings magazine, bringing more than two decades of experience with BNP Media. He joined the company in 2000 as an associate editor, contributing to both Walls & Ceilings and Roofing Contractor before assuming the role of editor in 2008. In addition to his work with the brand, Wyatt collaborates across BNP’s architecture, engineering and construction (A/E/C) portfolio, supporting related publications and initiatives. He can be reached at 248-205-6659 or wyattj@bnpmedia.com.