The problem
Meridian had no way to see what assistants were telling buyers. Traffic was flat, but the conversations sales reported hearing had shifted. Prospects arrived with opinions nobody on the team had written.
What we found
The first report showed the gap immediately. A handful of third-party pages were doing most of the work of describing the company, and several of them were out of date. The brand's own pages were being crawled but rarely quoted, because they had nothing an assistant could lift cleanly.
What changed
The team fixed the upstream sources they could reach, restructured four pages so the key claims were quotable, and set an agent to keep the FAQ blocks current. Nothing about the underlying product or positioning changed, only how legible it was.
The result
+21 pts on answer share within two months, and a weekly number the team now reports alongside every other channel.
“The number itself mattered less than finally having one. You can't argue about a thing nobody is measuring.”