Peter Leshaw Leshaw Strategy Group
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Peter Leshaw — Leshaw Strategy Group

Stop Guessing.
Start Showing Up.

Your customers are asking Google and AI tools direct questions right now. Here's the exact framework to make sure your business is the answer they find.

📅 Book a Strategy Call See the Framework ↓
The 4-Pillar Framework
Be FoundSEO & Structure
Be TrustedE-E-A-T
Be UnderstoodSchema
Be UsefulContent & Video

"Find you but don't trust you — they don't choose you."— Peter Leshaw, Fractional CMO, Leshaw Strategy Group

63%
Research before contacting
Buyers search online before they ever reach out to a business
Source: Demand Gen Report, B2B Buyer Survey
AI
Is now the first answer
Google's AI Overviews now appear at the top of millions of searches daily
Source: Google Search Central Blog (2024)
10
Great pages beats 100
Focused, helpful content outranks big scattered sites every time
Source: Content marketing research consensus
The Framework

4 Things Every Business Needs to Show Up Online

Search and AI work together now. Your business needs all four to win the click — and earn the trust that turns clicks into customers.

Pillar 01
🔍

Be Found

Clear pages that match what people actually search for. Right words, right niche, right structure.

Pillar 02
🛡️

Be Trusted

Real experience, reviews, and proof. Show Google — and customers — that you are the real deal.

Pillar 03
🏷️

Be Understood

Schema markup tells search engines exactly what your business does — before they have to guess.

Pillar 04
💡

Be Useful

Answer the questions customers ask before they hire anyone. Helpful answers get found. And trusted.

Not sure where your business stands on all four?

Let's run through the framework together — free 30-minute strategy call.

📅 Book a Free Strategy Call →
Pillar 01 — SEO

Be Found

SEO isn't tricks or hacks. It's making it easy for the right people to find you — using the exact words they're already searching.

  • →Match their language. Use the words your customers use, not your board's jargon. Specific beats generic — every time.
  • →Own a tight niche. A focused, specific site consistently outranks a big scattered one — even giants.
  • →Engagement signals matter. Google measures whether people stay on your page. Useful content keeps them there.
  • →The 80/20 rule. 80% of your traffic comes from 20% of your pages. Find those pages and make them exceptional.

🔑 The Search Console Move

Open Google Search Console. Filter for keywords ranking in positions 5–20. Those pages are almost on page one.

Export → Filter who / what / where / when / how → Write those answers. You're not starting from scratch. You're finishing the job.

"Tight niche outranks big scattered site — every time. No exceptions."
— Peter Leshaw, Fractional CMO, Leshaw Strategy Group
Pillar 02 — E-E-A-T

Be Trusted

People trust what is real, specific, and proven. Google does too. E-E-A-T separates the businesses people choose from the ones they scroll past.

E

Experience

Write from real, first-person experience. "After 15 years of this…" is a direct ranking signal.

E

Expertise

Demonstrate deep knowledge in your specific niche. Breadth impresses no one. Depth wins trust.

A

Authoritativeness

Your About page is the most visited, most underinvested page you have. Fix it first.

T

Trustworthiness

Reviews need context. AI reads the WHY behind your 5-star rating — not just the stars.

✅ Trust Signals Checklist

  • ✓First-person experience writing on every service page
  • ✓Reviews that explain WHY they gave you 5 stars
  • ✓At least one real case study or specific outcome
  • ✓An About page that shows the human behind the business
  • ✓Credentials and professional history clearly visible
"Does your site prove you know what you're talking about? If not, no amount of SEO fixes that."
— Peter Leshaw, Fractional CMO, Leshaw Strategy Group

Is your site building trust — or quietly losing it?

I'll walk through your About page, reviews, and trust signals with you in 30 minutes.

🔍 Get a Trust Audit →
Pillar 03 — Schema Markup

Be Understood

Schema markup is invisible to your visitors but critical to search engines. It tells Google and AI tools exactly what kind of business you are — before they have to figure it out.

Most platforms (WordPress, Squarespace, Wix) have free plugins that handle this. The key is knowing which schemas to apply and where.

💡 FAQ schema makes your answers appear inside Google results — before anyone clicks. That's zero-click visibility in AI Overviews.

Schema Types to Prioritize

Apply these to get correctly labeled across Google, AI, and voice search.

🏢

Business Info

Name, hours, location, contact

⚙️

Services

What you offer and for whom

❓

FAQPage

Answers that appear in search

⭐

Reviews

Star ratings in result listings

📅

Events

Date & time in search results

📄

Articles

Author, date, and topic signals

Pillar 04 — Content

Be Useful

AI tools reuse helpful, clear answers from sites with real authority. Become that source — and you appear in AI Overviews before someone ever clicks a result.

Don't write like a brochure. Write like you're helping someone make a decision.

🎙️ Voice memo workflow: Record yourself answering the question while driving. Paste the transcript into ChatGPT: "make this clearer." Done in 10 minutes. Real voice, real experience.

Real Questions That Become Pages

Q

"How much does this cost — and what affects the price?"

Q

"What are the 3 mistakes people make before hiring someone for this?"

Q

"What should I know before getting started?"

Q

"How do I compare my options without getting burned?"

Each question = 1 page + 1 FAQ entry + 1 email + 1 short video. Four formats, maximum visibility.

Video

Build Trust on Camera

A 60-second real answer from a real person builds more trust than a $10,000 polished ad. You need a phone, good light, and something real to say — nothing else.

Video Topics to Record This Week

  • ▶"What should you know before getting started with us?"
  • ▶"3 mistakes people make before hiring anyone for this."
  • ▶"The first thing most people ask — answered."
  • ▶"How to compare your options without getting burned."
Does your CEO on camera beat a polished commercial? Yes. Every time.
⚡ Staff Favorite — HeyGen

AI Video at Scale

Record yourself once. Your AI avatar presents for you — in any language, any outfit, any setting.

~$30/month at HeyGen.com
  • Record once → AI avatar presents for you on any topic
  • Connect ChatGPT: news → script → video → approve each morning
  • 30+ languages — reach audiences you never could before
  • Say it right, look right, every time — no anxiety about hitting record
AI Strategy

AI Is Your Multiplier — Not Your Ghost Writer

15 years of real experience can become 10 blog posts, a full FAQ page, and a complete content calendar — in hours. But only if you're scaling what's already real.

✅ Use AI For

These tasks use AI as a multiplier

  • ✓Brainstorming topics and content angles
  • ✓Outlining articles from your voice memos
  • ✓Repurposing content across multiple formats
  • ✓Auditing content for redundancy and originality
  • ✓Drafting FAQs directly from your expertise
  • ✓Translating your experience into clear language

❌ Don't Use AI For

These destroy your E-E-A-T and credibility

  • ✗Faking expertise you don't actually have
  • ✗Publishing generic fluff without your real voice
  • ✗Unchecked facts or invented statistics
  • ✗Replacing first-person experience writing
  • ✗Mass-producing content with no unique perspective
  • ✗Bypassing human review before publishing
"AI won't replace you. Someone using AI will."— Widely cited across AI and business strategy communities
The Formula

The 6-Step Formula That Actually Works

Trust and usefulness beat shortcuts. Every time. This is the sequence that compounds over months and years.

01

Be the Expert

Write from real experience. Not what the internet says — what you know from doing the actual work.

02

Answer Real Questions

Address what customers actually ask before they pick up the phone or hire a competitor.

03

Create Helpful Content

One question → one page, one FAQ, one email, one video. Multiply across every format.

04

Website as Home Base

Social media is rented space. Your website is yours. Google and AI evaluate it — not your Instagram.

05

Add Video

A real person answering a real question on camera builds trust faster than any polished ad.

06

Stay Consistent

One great page this week beats a hundred mediocre ones someday. Progress beats perfection.

Trust + Usefulness beats shortcuts. Every. Single. Time.

Ready to implement this playbook for your business?

I work as a Fractional CMO to put this exact framework into motion — starting this week.

🚀 Let's Map Your Strategy →
Start This Week

The 8-Step Action Plan

Pick one thing from this list and do it this week. Then come back and do the next one. Progress beats perfection.

Step 01

Pick Your Topic

One service or topic you want to own — not everything. Focus beats broad every time.

Step 02

Write 10 Questions

Real questions customers ask before hiring you. Use their language, not yours.

Step 03

Build 1 Page

Turn one question into one page. Real person, real experience, real value.

Step 04

Add Trust Signals

A review with context, a case study, credentials. Prove you're the real deal.

Step 05

FAQ + Schema + Video

Label the page for search engines, add a FAQ section, and record a 60-second video.

Step 06

Mine Positions 5–20

Open Google Search Console. Find keywords ranking 5 to 20. Refresh those pages first.

Step 07

Refresh Old Content

Update thin pages. Merge duplicates into one strong, focused resource.

Step 08

Run Originality Check

Use the free Redundancy & Unique Perspective Checker GPT before publishing anything.

FAQ

Common Questions

The questions I get asked most often — answered straight.

PL
Peter LeshawFractional CMO — Leshaw Strategy Group
Work With Peter

Let's Build Your
Visibility Strategy

I implement this exact framework with businesses as a Fractional CMO. You don't need to figure this out alone — or hire a full team to do it right.

📅 Book a Free Strategy Call ✉️ Send an Email

No commitment. 30 minutes. Walk away with a clear picture of exactly where to start.