When a new source starts bringing prospects to your business, it’s worth asking what those prospects need to understand before they take the next step.
Vercel shared its response to that question as AI search became a source of new users.
What Vercel reported
In a June 10, 2025 article, Kevin Corbett and Malte Ubl reported that ChatGPT referred around 10% of new Vercel signups. They compared that with 4.8% the previous month and 1% six months earlier.
The article described Vercel’s efforts to publish clear explanations, address user questions, and maintain accessible, structured content alongside traditional SEO.
These are company-reported figures for a software platform. The article doesn’t provide enough underlying data to independently validate attribution or prove that a particular content change caused the increase. Signups aren’t the same as paying customers. This is an independent example, not STIR client work.
STIR’s perspective
We recommend reviewing content through the eyes of someone trying to make a decision. Can that person understand what you offer, whether it fits their situation, and what to do next?
For a consulting firm, that may mean explaining the problem an engagement addresses and the work involved. For a contractor, it may mean documenting the type of project, the service area, and the conditions that affect an estimate.
Clear content starts with a useful answer. Headings and page structure should make that answer easy to find.
A useful place to start
Read your most important service page as if you’ve never heard of the business. Identify the first unanswered question that would stop you from contacting the company.
Address that question with information you can support. Add relevant experience, explain the limits of the service, and give the reader an appropriate next step. Keep a record of the change so future reporting has context.
Talk with STIR
Have questions about how your service pages support discovery? Contact STIR to set up an appointment and discuss where your content could be clearer.
Sources
Kevin Corbett and Malte Ubl, Vercel, How We’re Adapting SEO for LLMs and AI Search, June 10, 2025.