A service page is a public description of one specific B2B consulting service. It should explain the client's situation, the work included, the deliverables and the evidence supporting the consultant's expertise. Its main reader is a prospective customer. Clear wording also makes it easier to check whether an AI answer describes the offer accurately.
This method applies to procurement, operations or strategy consulting. The consultant does not need to sell AI consulting. The task is to explain an existing service, rather than promise that an AI system will recommend it.
1. Describe the client situation before listing capabilities
Replace “end-to-end business consulting” with a concrete situation and a decision. Explain who needs the service, when it is appropriate and what the client wants to resolve. Listing every possible industry makes the offer harder to understand.
State the prerequisites separately. Documents, access to a process owner and time for interviews may matter more than company size. If those inputs are unavailable, explain what the client needs to prepare first. Avoid presenting an engagement that cannot start as an immediately available solution.
2. Separate scope, deliverables and exclusions
Scope is the consultant's work. A deliverable is the material the client receives. A business outcome also depends on decisions and implementation outside the engagement; receiving a report does not guarantee that outcome.
| Field | What to explain | Check |
|---|---|---|
| Client problem | Situation and decision | When would someone buy this service? |
| Scope | Processes, documents and activities covered | Would two readers interpret it alike? |
| Deliverable | Named material, format and acceptance criteria | Can the client check completeness? |
| Prerequisites | Data, access and client participation | Can the work begin? |
| Exclusions | Work requiring a separate engagement | Does the page imply additional work? |
| Evidence | A source for the specific capability | Does it support this service? |
Keep the page focused on the service. It does not need a complete marketing measurement framework or the company's entire sales process. Explain what makes the promised material complete, and link to separate guidance for wider analysis.
3. Match each claim to evidence
Team experience, published work and client projects demonstrate different capabilities. Identify the author or team, the work performed, its date and the public source. A client logo alone does not establish that the consultant delivered this particular service.
For a project result, include the setting and limitations. Permission to name a client is not permission to publish their documents. When results cannot be disclosed, use a verifiable description of the method and relevant expertise. Do not invent performance figures to fill a gap.
4. Worked example: procurement process review
The following company, service and terms are fictional. They illustrate page structure and are not a Semly offer.
“Linden Advisory helps procurement teams clarify purchase approval responsibilities. The review covers 30 anonymised purchase requests and interviews with procurement and finance process owners. The client receives a current-state process map, a risk register and three improvement priorities. We deliver the materials in a report and review them at an acceptance meeting. The service excludes software implementation and supplier contract negotiation. Work starts after the agreed documents are available and the process owner has confirmed participation.”
Relevant evidence could include a named consultant's published analysis of purchase approval controls and an authorised account of a comparable project. A real page must link to actual materials; the example does not establish that such evidence exists for the fictional company.
5. Reusable service page template
| Element | Complete with |
|---|---|
| One service name | [name] |
| Client and situation | [audience, problem, timing] |
| Client decision | [what the engagement helps resolve] |
| Scope and activities | [what is reviewed or performed] |
| Inputs and participation | [conditions for starting] |
| Deliverable and acceptance | [format, completeness, review] |
| Exclusions | [work not included] |
| Evidence of expertise | [specific public sources and dates] |
| Update owner | [role or contact] |
Use one main URL for the service. Supporting pages should link to it instead of reproducing the complete description. Slightly different customer questions do not justify publishing nearly identical service pages.
6. Check how AI describes the service
Ask about the scope, deliverables and client situation. Record the date, model, question, answer and any cited sources. Compare claims with the service page: accurate, incorrect, unverified or omitted. A company mention, a service recommendation and a citation of the page are separate observations.
Semly provides AI answers and source inspection; a person familiar with the offer assesses accuracy. After editing the page, repeat the check with comparable questions. Publishing a change does not determine when an external system will use it.
Before publishing, check for one service, a clear audience, concrete deliverables, explicit prerequisites, exclusions and real evidence. These are quality checks for the page, rather than a guarantee of AI placement.
