Where could more people find your business?
How to decide which details are worth publishing, where customers can use them, and which format makes them easiest to find.
While working with a property manager in British Columbia, I learned that Schema.org has a way to describe a floor plan. It can connect a layout to a particular property and identify details such as room count and floor area. That got me thinking about what a renter can find while comparing apartments. If the square footage appears only on the drawing, the renter has to find the listing and open the floor plan before they can tell whether the apartment has enough room.
The property manager already has a detail that could put the apartment on someone’s shortlist. The question is where to make it available so a renter can use it earlier in the search.
Work out what’s worth making easier to find
When I help a business look for missed opportunities, we start with something it has reason to believe people want. That might come from the questions customers ask before buying, the details they include in a quote request, or the reasons they give for choosing one option over another. An independent lighting shop, for instance, might carry a replacement shade with an uncommon fitter size. Someone who needs that exact size has a reason to choose the shop if they can find out it carries one.
From there, I look at what someone can find while they’re still comparing options. Can a renter see the floor area in a property directory, or do they have to open a drawing? Can a shopper find the fitter size in the product description? Looking at the places customers already use, including directories, search engines, and AI tools, can help us decide where the work belongs. Sometimes the website needs a change. Sometimes the detail is already there and would do more good in a listing customers consult earlier.
Decide where and how to publish it
The same detail can do useful work in several forms. A floor-plan drawing shows how the rooms connect. The listing text can state the square footage so renters can compare units quickly, and structured data can label that same number as floor area for software that reads it. When I help a business make that choice, I look at where a customer is likely to need the detail and which formats make it easier to use.
I’d usually start with one opportunity we can examine closely. For the lighting shop, that might mean putting the fitter size in the product description and checking whether the listings customers use carry the same detail. That gives us a specific change to make and a way to decide whether similar work is worth doing elsewhere on the site.
If there’s something you offer that more people might choose if they knew it existed, tell me what it is. We can look at how people find it today and decide what’s worth changing first. Get in touch.