What the Category Leader Ships to Win AI Search (a Page-by-Page Teardown)

One company holds about three-quarters of AI voice share in its category. It's the strongest reading in this teardown series, and almost everything it does well is just a page that answers one question a buyer actually asks an AI.

This is the annotated board from the session. It walks six real pages: the homepage (where the category lives in the title tag, not the headline), the comparison hub (a page for every "us vs them," including vs ChatGPT itself), the honest comparison-vs-LLM page, 171 earnings pages built on proprietary data, the blog, and the pricing page (the one with the most money behind it, answered with "reach out"). Each page comes with the fix. Most are a copy change or a few lines of schema, not a budget.

Walk it, then run the four fixes on your own site.

What's in the download:

• The full annotated board (an Excalidraw file): a "Start Here" summary, six page teardowns, and the four fixes

• The real findings and sources for each page, with the gap each one leaves on the table

• The fixes ordered cheapest first (a day of copywork) to hardest (a price on the pricing page)

How to open it: it's an .excalidraw file. Go to excalidraw.com and drag it in, or File then Open. It's free and needs no account.

Built by Will Leatherman and the team at Catalyst, who've built AI-search systems for 150+ B2B companies.