The Scene Sentence is an abstract claim such as "extensive track record," rewritten as a sentence describing one scene in which a contact said, "That really helped." You can also think of it as a customer case study condensed into a single sentence. The subject of the sentence is the client. It is created in Chapter 7 and put to use in the Line on the homepage.
This section is in Chapter 7 because Scene Sentences and facts are read not only by people but also by generative AI. More and more client contacts are comparing options through generative-AI search. Preparing pages so that your company's information is cited as a source in generative-AI answers is called GEO (generative engine optimization). What's covered here is its most basic part.
What generative AI finds easy to cite is not emotional claims. It is your company's photos, together with the facts of materials, dimensions, and the project, written in text on the same page. No matter how beautiful a photo is, it alone won't get the company's facts cited. If there are no written facts near the photo, add one line—just nouns and numbers will do—such as "Deliverable name, dimensions ○○ cm, material ○○."
In addition, attach those facts in a form written for machines (structured data). On top of the image's descriptive text (alt) and the text near the image, write a short summary of the recorded Sheet in the fields that indicate the page's topic and sources (Article's about and citation). Using the field that links to the company's official information (sameAs) makes it easier for machines to understand "who this company is." You don't need to do all of it. Simply make part of the facts readable by machines too. Doing this also lets third parties check later which facts you have fixed in place for AI.
That was a run of somewhat technical terms.
It's fine to skim it.
The most important thing in this chapter is not technology. It is that one scene, the day the contact said, "That really helped." The voice on the other end of the phone. The look of relief on receiving the documents. If you take your time recalling it, you may find the scene has stayed with you more clearly than you thought.
The Reason for the Choice, More Than an Impression
Until recently, simply posting customer testimonials earned a certain amount of trust. But now, short testimonials consisting only of praise line up in similar forms on every company's page. The more of them there are, the less they set anyone apart. What stands out is not the impression but the reason for the choice: why that contact asked this company rather than another.
It's fine to draft with generative AI. But a person finalizes it, following the order in Chapter 8. What you keep are sentences from the field.
▶ Decided by the top executive
• Every Monday, choose just one abstract claim on the homepage to fix.
• On Friday, check that the name of that project remains on the homepage.
• Pair the sentence before and after rewriting, and keep the pair in the fields in Chapter 14.
▶ Asked of employees
• On Monday, list three scenes from sales notebooks and records in which a contact gave thanks. Make the client the subject.
• Within that week, draft a rewrite of the chosen words as a sentence describing that scene.
• Write the materials and dimensions in text near the photo.
Your company's strengths change from abstract claims into Scene Sentences told as the client's decisions. New prospects, too, become able to read them against their own situation. At the same time, facts that generative AI can cite accumulate on your pages in written form.
Key points: Turn abstract words into a single sentence describing the scene in which you were thanked, with the client as the subject. Include in that sentence the project and what you handed over first, on the spot. What you keep are sentences from the field. Perhaps that is what's strongest.
AQ GROW | AI Search Structure