I Gave a Client’s Website an AI Visibility “Check-Up” (and the Diagnosis Wasn’t Pretty)

I Gave a Client’s Website an AI Visibility “Check-Up” (and the Diagnosis Wasn’t Pretty)

Lynn Busch is a Marriage Coach in Fort Worth. Her whole practice is built on noticing what’s actually going on underneath the surface — the pattern nobody named out loud, the thing a couple has been avoiding for years. So when I ran an AI visibility audit on her website, I liked the symmetry: I was doing for her site exactly what she does in her office. Looking past what looks fine on the surface to find what’s actually going on underneath.

What I found was a website that looked professional and put-together — and was, underneath, almost invisible to the AI tools that are increasingly how people find a therapist in the first place.

The AI Visibility “Exam”

If a client’s website were a patient, this is the medical intake exam I ran: could AI tools like ChatGPT, Claude, and Perplexity actually find the site, read it, understand what Lynn does, and trust it enough to recommend her? I used an AI Visibility Score tool to get a baseline, then went through the site page by page — homepage, specialty pages on infidelity and medical marriages, the works.

AI Visibility starting score: 48 out of 100. Not a website that was broken. A website that was quietly underperforming in ways nobody could see just by looking at it.

Here’s what the “exam” turned up:

• No medical chart on file.
  No llms.txt — the file that tells AI tools what your site is and how to read it, the same way a new patient’s chart tells a doctor what they’re walking into.
• Vitals running slow.
  Homepage response time (TTFB) was sitting at 836 milliseconds — sluggish enough to matter to both visitors and the crawlers trying to index the site.
• No paperwork on the practice itself.
  No structured data (schema) identifying Lynn as a person, a local business, or a professional service — meaning AI tools had no reliable way to confirm who she is, where she practices, or what she specializes in.
• A duplicated diagnosis.
  Two H1 headings effectively competing on the homepage — a leftover of how the page’s blurb modules had been built out over time — confusing AI crawlers about what the page is actually about.
• Symptoms nobody had named.
  No FAQ schema on specialty pages, so genuinely useful answers to real questions (about infidelity recovery, medical marriages, premarital coaching) existed on the page but weren’t marked up in a way AI tools could pull out and quote.
• No referral network on paper.
  Lynn’s social profiles (Facebook, Instagram, LinkedIn, Pinterest) weren’t connected back to the site through schema, so AI tools had no way to cross-reference and confirm she’s a real, established practitioner.

None of this was visible to someone landing on the homepage. All of it mattered to whether an AI tool would ever recommend Lynn Busch to someone quietly searching for help.

The AI Visibility “Treatment Plan”

 Here’s what actually got treated, one issue at a time:

• Ran labs and got the paperwork in order.
  Deployed custom JSON-LD schema — Person, LocalBusiness, ProfessionalService, and FAQPage types — through Divi’s Theme Options, giving AI tools a reliable, structured answer to “who is this, and what do they do.”
• Filed the chart.
  Generated a curated llms.txt through the VigIA plugin (after disabling Yoast’s generic auto-generated version), so AI tools reading the site get an accurate, intentional summary instead of a default one.
• Corrected the diagnosis.
  Fixed the duplicated H1 issue by converting stray H4 blurb modules down to proper H3s in the Divi visual builder, so the homepage has one clear, unambiguous headline again.
• Connected the referral network.
  Populated the schema’s sameAs array with all four of Lynn’s social profiles, added her full practice address, and added a founding date — giving AI tools the cross-references they need to trust the practice is real and established.
• Ran new vitals.
  Configured SiteGround Speed Optimizer with medium image compression and lazy load enabled. Homepage response time dropped from 836 milliseconds to 10 milliseconds.
• Set the primary complaint.
  Set the homepage’s Yoast focus keyphrase to “relationship coach Fort Worth,” with a proper SEO title, meta description, and featured image — so both search engines and AI tools have a clear, consistent read on what the practice is and where it serves.
• Added tools for ongoing monitoring.
  Installed VigIA, AI Content Signals, and AI Share & Summarize, so Lynn’s site now has ongoing visibility into how AI tools are seeing (and citing) it — instead of finding out a year from now that something quietly broke again.

Results of the AI Visibility Optimization Work

Score progression over the audit:

• Initial audit …………………………… 48/100
• After first pass …………………………. 67.4/100
• After schema/plugin work ………………….. 75.4/100
• After llms.txt + heading fixes ……………… 82/100
• After speed/schema refinement ………………. 85/100
• Final (settled overnight) ………………….. 90/100 — A+

Before and after:

• Overall AI Visibility Score: 48/100 -> 90/100
• Homepage response time (TTFB): 836ms -> 10ms
• Same site, same content, same practice. No redesign. Just an exam nobody had run before, and a treatment plan worked through one finding at a time.

What I learned running this AI Audit

Nothing in Lynn’s site was unusual. It was the ordinary, invisible residue of a well-built website that had simply never had this specific kind of exam — because until recently, nobody was running one. That’s not a knock on Lynn’s site, or on the developer who built it. It’s just what happens to every website right now: the rules for being found changed faster than most site owners had a reason to notice.

This is now the audit I run for clients who’ve had that nagging feeling — that their site should be doing better than it is, that people who’d be a great fit somehow aren’t finding them. If that’s you, let’s talk about running an AI Visibility Audit on your site: https://sosmymarketing.com/contact/

¹AI Visibility Score Reference