How to Create a “Who I Help” Page That Attracts the Right Clients
Updated: 4 days ago
Your website tells people WHAT you do. But does it clearly explain WHO you help? It's an important difference, especially when someone asks ChatGPT to recommend a business that fits their specific needs.
Your website probably explains what your business does. You have a homepage, an About page, and maybe a few pages describing your services.
But does your website clearly explain who your business is best suited to help?
That's an important question, especially as more people turn to AI tools like ChatGPT and Google AI Overviews to find businesses that meet their specific needs.
Someone searching for a therapist might want a professional who specializes in working with adults with ADHD. A business owner looking for a marketing consultant might want someone who works directly with small businesses rather than a large agency. A homeowner looking for a remodeling company might need a contractor who specializes in smaller renovation projects.
These people aren't just searching for a service. They're searching for the right provider for their situation.
That's where a "Who I Help" or "Who We Help" page can make a difference.
What Is a "Who I Help" Page?
A "Who I Help" page is a dedicated page on your website that explains the types of customers you serve, the problems you help solve, and what makes someone a good fit for your business.
Unlike a Services page, which focuses on what you offer, this page focuses on who benefits from those services.
For example, a marketing consultant, the page might explain that they work primarily with small business owners who want to improve their online visibility but don't have an in-house marketing department.
The goal is simple: Help potential customers recognize that your business understands their needs.
And just as importantly, help people determine whether your business is the right choice before they contact you.
Why This Page Matters for SEO and AI Search
Think about how people search for businesses today.
Instead of typing "marketing consultant Arizona," someone might ask ChatGPT:
"Can you recommend a marketing consultant in Phoenix who works directly with small business owners and helps with SEO and Google Ads?"
Or they might ask:
"Find a therapist in Arizona who specializes in working with autistic children and offers online appointments."
These are very specific requests.
A website that clearly explains its specialties, ideal clients, services, credentials, and location provides more information that search engines and AI tools can use to understand its relevance.
Does creating a "Who I Help" page guarantee your business will appear in AI-generated answers? No.
But it can make important details about your business easier to find and understand.
It also supports traditional SEO by naturally addressing the questions, needs, and situations your potential customers are searching for.
What Should You Include on a "Who I Help" Page?
You don't need a complicated layout or pages of information. The most effective pages are clear, helpful, and easy to read. Here are eight sections to consider.
1. Start With Who You Help
Open with a clear statement describing your ideal customers.
Avoid generic phrases like "We help everyone achieve their goals."
Instead, be specific.
For a business consultant:
"I work with small business owners who want to grow their companies but need help creating a clear strategy and deciding where to focus their time and resources."
For a home service company:
"We help homeowners in the East Valley maintain, repair, and improve their residential swimming pools."
2. Describe Your Ideal Customer
This is where you can go a little deeper. Think about the people who benefit most from your services.
Are they first-time business owners?
Established companies?
Families?
Homeowners?
Professionals facing a particular challenge?
What situations typically lead them to contact you?
For example, a leadership coach might work with professionals who have recently moved into management roles and need help developing confidence and communication skills.
A home organizing company might specialize in helping busy families, people preparing to move, or homeowners who feel overwhelmed by clutter.
Tip: Describe your ideal customers in language they would actually use to describe themselves.
3. Explain Who Is a Strong Fit
Not every potential customer needs the same level of service or approach. This section helps people understand what makes someone particularly well suited to working with you.
For example, a marketing consultant might explain that their services are a strong fit for business owners who want to be involved in marketing decisions, value clear communication, and are willing to invest in long-term growth.
A remodeling contractor might explain that their company is best suited for homeowners planning kitchen and bathroom renovations within a particular budget range.
This is an opportunity to communicate expectations before the first conversation.
4. Be Clear About Who May Not Be the Right Fit
This might feel uncomfortable, especially if you're trying to attract more customers. But explaining who you don't serve can be surprisingly helpful. For example:
A consultant who specializes in small businesses might not be the right choice for a large corporation needing a full-time marketing department.
A therapist who works exclusively with adults should make that clear to parents searching for counseling for young children.
A contractor who handles residential projects might not accept commercial construction work.
This doesn't need to sound negative or unwelcoming.
You can simply explain the limitations of your services and, when appropriate, suggest what type of provider might be better suited to those needs.
5. Share Your Approach and Working Style
Two businesses can offer the same service but provide very different experiences.
Maybe one consultant prefers hands-on collaboration while another handles everything independently.
One contractor may specialize in full-service renovations, while another works with homeowners who want to manage portions of the project themselves.
Consider questions such as:
Do customers work directly with the owner or with a team?
Is your approach collaborative, structured, flexible, or highly personalized?
Do you offer in-person services, virtual appointments, or both?
How do you communicate with customers throughout the process?
These details help people picture what working with your business might look like.
6. Include Relevant Experience and Credentials
Qualifications matter, especially when customers are choosing someone to help with important financial, health, legal, or business decisions.
Depending on your industry, you might include:
Professional licenses and certifications
Years of experience
Specialized training
Industry memberships
Areas of professional expertise
Geographic areas where you're licensed or authorized to provide services
For example:
A home appraiser might include professional certifications, years of experience, and the types of appraisals they specialize in.
A consultant might highlight relevant professional experience and successful projects.
Be accurate and specific. Don't claim qualifications or expertise that you can't support.
7. Explain What Customers Can Expect
Once visitors recognize that your business might be a good fit, they'll probably have another question:
"What happens if I contact you?"
Don't make them guess. Explain your process in a few simple steps. For example:
Schedule an initial consultation or request an estimate.
Discuss your goals, needs, and questions.
Review recommended services, pricing, or next steps.
Decide whether moving forward makes sense.
You can also explain typical timelines, how appointments work, or what customers should prepare before their first meeting.
This section helps reduce uncertainty and makes taking the next step feel easier. If you already have a separate "What to Expect" page, include a short introduction here and link to it.
8. End With a Clear Call to Action
Your page should make it easy for visitors to move forward. After reading about your ideal customers, specialties, and process, they shouldn't have to search for a way to contact you.
Use a clear, friendly invitation.
For example:
"Sound like a good fit? Let's talk about your goals and see how we can help."
"Ready to get started? Schedule a consultation to discuss your needs and next steps."
Include a button or link that takes visitors directly to your contact form, consultation calendar, or estimate request page.
Should Every Business Have a "Who I Help" Page?
Not necessarily. This type of page is especially useful for businesses where customers need to evaluate expertise, compatibility, or specialized services before making a decision.
Examples include:
Therapists
Consultants
Coaches
financial professionals
healthcare providers
specialized service businesses.
But the concept can work for many other industries.
A pool builder might create a "Who We Work With" page describing the types of homeowners, properties, budgets, and projects they serve.
A commercial cleaning company might explain which types of businesses and facilities it specializes in cleaning.
A moving company might describe whether it handles local moves, long-distance relocations, commercial moves, or specialty items.
Tip: if you already explain all of this clearly on your existing service pages, you may not need another page. Sometimes improving your current content is the better choice.
Connect This Page to the Rest of Your Website
Once your "Who I Help" page is published, make sure visitors can find it. Consider linking to it from your homepage, About page, relevant service pages, and website navigation. This helps search engines discover the page and understand how it relates to the rest of your website.
Tip: Avoid creating multiple nearly identical pages for slightly different customer types. Each page should offer useful, distinct information.
Write for People First
It's tempting to create website content specifically to get mentioned in ChatGPT or Google AI Overviews. But remember who your real audience is.
A potential customer wants to know whether you understand their problem, have the right experience, and can help them achieve their goals. Your page should answer those questions naturally.
You don't need to repeat keywords, fill the page with industry jargon, or make exaggerated claims about your expertise.
Be clear. Be specific. Be helpful.
Frequently Asked QuestionsWhat is the difference between a Services page and a Who I Help page? A Services page explains what your business offers, while a Who I Help page describes the customers you serve, their needs, and what makes your business a good fit. The two pages work together to help visitors understand your services and decide whether to contact you. Can a Who I Help page improve SEO? Yes, a well-written Who I Help page can support SEO by providing helpful information about your specialties, ideal customers, and the problems you solve. It may also help your website appear for more specific searches related to your services. However, adding the page doesn't guarantee higher rankings. Will a Who I Help page help my business appear in ChatGPT or Google AI Overviews? It may help AI search systems better understand your business and the customers you serve. Clear descriptions of your services, specialties, qualifications, and locations provide useful context. However, no single page guarantees that AI tools will recommend your business. Should I create separate Who I Help pages for different types of customers? Only when each customer group has distinct needs that deserve their own useful content. For example, a therapist who works with both adults with ADHD and couples might benefit from separate specialty pages. Avoid creating multiple pages that repeat the same information with only a few words changed. |
Ready to Attract More of the Right Customers?
A "Who I Help" page isn't just another piece of website content. It's an opportunity to help potential customers understand your business, recognize your expertise, and decide whether you're the right fit for their needs.
And when your website clearly communicates those details, you're also providing useful information for search engines and AI tools that may help people discover your services.
At NOW You See Me Marketing, we help small businesses improve their online visibility through SEO, content strategy, and website optimization.
Want to make sure your website is attracting the right customers?
Schedule a Digital Marketing Consultation and let's talk about how to make your website work harder for your business.