Before rewriting
Score the page before opening a blank draft. Does it have traffic? Links? Sales value? Rankings? Internal usefulness? If the answer is yes, protect what is working and improve what is vague, outdated, thin, or hard to scan.
The refresh checklist
- Rewrite the opening answer so it gives a direct, useful response in the first few sentences.
- Add a short definition section when the topic has jargon, abbreviations, or competing terms.
- Add examples, edge cases, and decision criteria instead of repeating broad claims.
- Update stale facts, tools, dates, screenshots, and process steps.
- Add internal links to related service pages, experts, case examples, and supporting articles.
- Check that headings describe the question or job each section answers.
- Add structured data only when it accurately matches visible page content.
- Create a short summary or key-takeaway block that helps readers scan without hiding nuance.
The GEO angle
AI answer systems favor pages that can be interpreted quickly and summarized accurately. That means headings should be meaningful, claims should be specific, and the page should make clear who is speaking and why they are credible. (New to the topic? Start with what LLM visibility actually means.)
The human angle
The same improvements help buyers. A refreshed page should reduce uncertainty, give the reader a next step, and connect the topic to the company's actual services. If the page only sounds more optimized, it is not finished.
Apply this to your site
Want a prioritized read on which of your pages to refresh, merge, or rebuild? That is the first deliverable of the visibility audit — start the conversation.