Your profile tells AI who you are. Your offers and FAQs tell it what to recommend and what to cite. Without these, you're a name with no context.
When someone asks ChatGPT "what's the best course for learning email marketing?" the AI isn't searching blog posts. It's looking for structured data that describes courses: what they cover, who they're for, and how much they cost.
Each offer you add becomes its own schema entity. If you sell three different coaching packages, that's three chances to show up in AI recommendations instead of one.
Every offer needs a few essential fields. The more detail you provide, the more discoverable each offer becomes.
| Field | What it does |
|---|---|
| Offer name | Clear, descriptive name. This is what AI engines display when they recommend you. |
| Offer type | Service, Course, Product, Coaching, Consulting, Membership, Event, or Digital Product. |
| Price (or free) | Either mark as free or enter a price. AI engines strongly prefer citeable numbers. |
| Currency | USD, GBP, EUR, AUD, CAD, and others. |
| Availability | In Stock, Pre-Order, Sold Out, or Discontinued. |
| Description | What's included, who it's for, what problems it solves, expected outcomes. |
| URL | Link to the offer's page on your website. |
| Image URL | Product or service image. Must be a direct URL (same as your profile images). |
Your offer name is the first thing an AI engine evaluates. Be specific and descriptive.
The strong versions tell AI exactly what the offer is, how long it lasts, and who it's for. That specificity is what gets matched to queries.
Pricing StrategyAI engines strongly prefer offers with citeable pricing. When someone asks "how much does leadership coaching cost?" the AI can only answer with structured data that includes actual numbers.
"Contact for pricing" tells the AI nothing. It will skip you and recommend someone who gave a number.
You don't need a single exact price. These all work:
Any of those gives the AI something to work with. "Contact for pricing" gives it nothing.
DescriptionsAim for 150-300 words covering what's included, who it's for, what problems it solves, expected outcomes, and your approach. Think of it as answering every question someone would ask before buying, because that's exactly what AI engines are trying to answer on your behalf.
Start with one offer and complete it fully before adding the next. A single well-described offer generates better schema than five half-finished ones. Quality first, then expand.
Don't skip your "smaller" offers. A free download, an entry-level workshop, a quick-start package: these are often what AI recommends first because they're low-risk for the person asking. Get everything in there.
FAQs are arguably the highest-value content you can add. When someone asks an AI a question that matches one of your FAQs, the AI can cite your specific answer. That's a direct recommendation with your name attached.
The key is writing questions the way real people actually ask them, not how a corporate FAQ page phrases them.
Question StrategyThink about the questions people ask you before they buy. These typically fall into four categories.
Process questions
"How does working with you work?" / "What's the first step?" / "How long does it take to see results?" / "What does a typical session look like?"
Pricing questions
"How much does it cost?" / "Are payment plans available?" / "What's included at different price points?" / "Is there a money-back guarantee?"
Qualification questions
"Is this right for me?" / "What experience do I need?" / "Do you work with beginners?" / "What industries do you specialise in?"
Objection questions
"Why should I choose you over someone else?" / "What results can I expect?" / "What if it doesn't work for me?" / "How is this different from other approaches?"
Your answers need to be complete, specific, and helpful. A one-line answer won't get cited. A thorough 2-4 paragraph answer with specific details will.
The strong version gives the AI specific numbers, a timeline, a process overview, and a natural next step. That's a complete, citeable answer.
Start with 5-10 FAQs. That's enough to cover the main questions across all four categories. You can always add more later. Many users keep adding FAQs over the first few weeks as they think of questions they keep answering in emails and on sales calls.
Write questions how people ask them, not how you'd phrase them. Real people ask "How much does leadership coaching cost?" not "What is the investment required for executive leadership development services?" AI engines are matching natural language queries to your FAQ questions. Write naturally.
HTML is automatically stripped from your FAQ answers before they're included in the schema. Just write in plain text.
You can optionally assign each FAQ to a specific page URL and category. This helps when you deploy per-page schema, as your FAQs will be included on the relevant pages rather than all on one page.
Each FAQ creates a Question entity within a FAQPage schema type. This is the format Google uses for rich results and that AI engines parse for direct answers.
Once you're happy with your offers and FAQs, you'll need to regenerate your schema to include them. Head to Add to Site, click Generate Schema, then Deploy. Full details on the regeneration process in our Updating Your Schema guide.
Then install on your platform:
You can add, edit, and remove offers at any time. Start with your main offering and expand from there. Each time you make changes, just regenerate and deploy your schema to update what AI engines see.
If it has a structured curriculum with learning outcomes, use Course. If it's more about ongoing support and community, Membership fits best. If it's a fixed-length engagement with specific deliverables, Service or Coaching works well. Pick the one that best describes how your clients would search for it.
Technically no, it's not the only required field. But practically, yes. AI engines strongly prefer offers with citeable pricing. When someone asks "how much does X cost?" the AI can only answer if it has numbers to work with. A starting price or range is perfectly fine. "Contact for pricing" gives AI nothing to cite.
Start with 5-10 covering the four categories: process, pricing, qualification, and objection questions. You can always add more. Many users keep adding FAQs over the first few weeks as they remember questions they keep answering in emails and sales calls.
Absolutely. In fact, that's a great starting point. But consider rewriting the answers to be more specific and detailed. Your website FAQ might have a two-line answer. For AI citation, aim for 2-4 paragraphs with specific numbers, timelines, and examples.
Add all your offers regardless of where they're sold. Your schema represents your complete business identity. A coaching package on your website, a course on Teachable, and a digital product on Gumroad can all be listed as offers. The URL field lets you link to each one wherever it lives.
Start building the schema that gets you recommended.
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