1. Define the decision the assessment should support
Before running questions, agree on what your agency needs to learn. A prospect assessment might explore whether a business appears when someone looks for a particular service. An existing client assessment might focus on a new location, a priority offering, or questions you have measured before.
Use the business profile, locations, competitors, and questions in Top Mind to reflect the business and the decision you want to make. This gives you a reason for including each question and a way to keep the conversation focused.
2. Review the business profile
Enter the business name and website in Top Mind. It analyzes available website content to help suggest a profile of what the business offers, whom it serves, and what potential customers might need. Review the suggestions against what you know about the client.
- Confirm that the services are accurate, including services the client wants to grow.
- Check the intended customers and the locations the business actually serves.
- Correct misleading or incomplete information.
- Configure relevant locations and competitors.
A website may not fully explain a business’s priorities. Ask the client to resolve gaps rather than carrying assumptions into the assessment. If installations matter more than repairs this quarter, make that priority explicit.
3. Review the questions before you run them
Top Mind helps generate questions from the business, its offerings, and potential customers. Edit them so that each question reflects a plausible need. A short, purposeful set is easier to interpret than an unexamined list.
Include questions that do not name the client when you want to investigate whether AI introduces the brand on its own. Use questions that name the client to examine how AI describes it. Keep those purposes separate when discussing the results.
“Who offers emergency AC repair in Dallas?”
This question tests a local service need without supplying ClearAir’s name. By comparison, “What services does ClearAir in Dallas offer?” explores the description of a business already named in the question.
Use the question-design guide to build a balanced set around your client’s priorities.
4. Run the assessment and inspect the evidence
Run the selected questions against supported AI tools, such as ChatGPT and Gemini. Review the underlying responses alongside the analysis. For each useful finding, record the exact question, scan date, provider, client mentions, competitor mentions, and how the businesses are described.
Inspect cited sources where available. A citation can help you understand the response, but its presence alone does not explain why a business appeared. If no source is provided, record that limitation.
Look for both presence and absence. In the illustrative ClearAir scenario, the business appears in general HVAC recommendations but is absent from emergency repair answers that mention two competitors. That is a service-specific opportunity to investigate.
5. State a bounded finding and choose the next step
Keep your conclusion tied to the evidence: “ClearAir was missing from the emergency repair answers in this assessment” is more precise than “AI never recommends ClearAir.” Do not treat every mention as an endorsement; read the surrounding language.
Combine the response evidence with Top Mind’s content and website gap findings and recommendations. Decide what needs verification, what the client should review, and which work your agency proposes to deliver.
Keep the question set and scan context for future comparisons. AI answers can vary, so one assessment is a starting point. Additional scans or scheduled monitoring help you develop a more useful picture over time.