What is ThursdayThinking.ai?

ThursdayThinking.ai is a UK AI transformation and Generative Engine Optimisation (GEO) agency based in Chichester, West Sussex, with offices in London and Southampton. It is a brand of Thursday Thinking Digital Ltd.

What does AI transformation involve?

Putting AI to work on specific tasks that save time or win customers, such as content, CRM follow-up and reporting. ThursdayThinking.ai maps where AI genuinely helps, builds the tools, fits them into existing workflows and shows the results before they are relied on. Every output is human-checked.

What is GEO and how is it different from SEO?

SEO optimises for ranking in a list of search results. GEO (Generative Engine Optimisation) optimises for inclusion in the answers AI platforms such as ChatGPT, Perplexity and Google AI Overviews generate. GEO relies on entity clarity, structured data, AI crawler access and citation-ready content.

Which AI platforms does the GEO audit cover?

ChatGPT, Perplexity, Google AI Overviews, Microsoft Copilot and Claude.

How long does a GEO audit take?

The free GEO audit is delivered within 48 hours and includes visibility across five AI platforms, a gap analysis and a prioritised action plan.

How quickly will I see results from GEO work?

Schema and AI crawler fixes typically show movement within two to four weeks. Content and entity improvements take four to eight weeks. Progress is tracked weekly through Thursday Intelligence.

Does ThursdayThinking.ai run ChatGPT ads?

Yes. ThursdayThinking.ai prepares UK businesses for ChatGPT advertising and runs campaigns alongside a GEO-first organic AI search strategy.

Where is ThursdayThinking.ai based?

Drayton House, Drayton Lane, West Sussex PO20 2EW, with offices in London and Southampton. The team works with businesses across Sussex, Hampshire, Surrey, London and the wider UK.

What is the Approved Code for home improvement businesses?

The Approved Code is a government-backed code of practice for home improvement businesses, developed by the Furniture and Home Improvement Ombudsman (FHIO) with the Chartered Trading Standards Institute (CTSI). Businesses that sign up commit to higher standards of customer service, transparency and dispute resolution. The government expects it to be fully operational by December 2026.

What is Trusted Payments?

Trusted Payments is a government-backed app, launched in September 2026, that links a homeowner’s payments to agreed project milestones. It is designed to stop traders taking large upfront payments and leaving work unfinished.

If I join the Approved Code or TrustMark, will I show up in AI answers automatically?

Not automatically. ChatGPT, Gemini, Perplexity and Google AI Overviews build their answers from what they can read about you online. A logo in a website footer is rarely read. Your membership needs to be stated clearly in your page text, in your structured data and in your directory profiles before AI tools reliably mention it.

How do homeowners check whether a builder is approved?

The reliable way is to search the scheme’s own register, such as TrustMark’s Find a Tradesperson or the Buy with Confidence directory, and to ask the trader for their membership number. Increasingly, homeowners also ask AI tools directly, which is why traders need their approvals stated clearly online.

What is the best SEO for tradesmen, builders and roofers?

For trades businesses, the most effective SEO is local and trust-led: a complete Google Business Profile, a page for each service and the towns you cover, a clear trust page, genuine reviews, and LocalBusiness and FAQPage structured data. The same foundations are what AI tools read when they recommend a trader.

What is the free Trust Check?

We ask four AI tools the questions homeowners actually ask about traders like you, such as whether you are trustworthy and who the approved traders are in your area. You get a one-page scorecard showing whether your approvals, guarantee, dispute route and reviews come up, and what is missing.

Do you handle Trusted Payments, deposits or disputes?

No. We do not process payments, set up payment apps or handle complaints. We make the approvals and protections you already have visible in Google and in AI answers, so homeowners can see them when they are choosing a trader.

Can you get my business approved?

No. Approval comes from the scheme or code operator. We work with businesses that are already members, or are joining, and make sure that membership is found.

How much does it cost?

The Trust Check is free. The Trust Pack, which fixes what the check finds, is a one-off £750. Ongoing tracking and content is from £295 a month on a six-month minimum. All prices exclude VAT.

How long before changes show in Google and AI answers?

Structured data and Google Business Profile fixes typically show within two to four weeks. New content and directory consistency usually take four to eight weeks to be reflected in AI answers. We re-run your prompts monthly so you can see what has changed.

SEO and AI search for approved tradesmen

Approved and Found: make your approval show up where homeowners look

SEO and AI search for builders, roofers and home improvement businesses in the Approved Code, TrustMark or Trusted Payments. Homeowners are told to choose approved traders, and more of them now ask ChatGPT and Google which ones to trust. If your approval is not in those answers, the badge is not working for you.

Get a free Trust Check What we do

By Sam Morris-Warburton, founder of ThursdayThinking.ai. Updated 17 October 2026.

At a glance

Approved and Found is an SEO and AI search service from ThursdayThinking.ai for UK home improvement businesses that belong to, or are joining, the Approved Code, TrustMark, Trusted Payments or Buy with Confidence. It makes a trader’s approvals, guarantee, complaints route and reviews visible in Google and in AI answers from ChatGPT, Gemini, Perplexity and Google AI Overviews.

The government-backed Approved Code for home improvement is due to be fully operational by December 2026.
AI tools read page text and structured data, not logos, so a membership badge alone is often invisible to them.
We start with a free Trust Check, then fix what it finds and track the questions homeowners ask each month.

A new badge only helps if people can see it

On 28 August 2026 the government announced a clampdown on cowboy builders: a new Approved Code for home improvement businesses, developed by the Furniture and Home Improvement Ombudsman with the Chartered Trading Standards Institute, and a Trusted Payments app that links payments to project milestones.

Trade bodies welcomed it with a warning. The roofing federation, NFRC, said a code only works if consumers recognise it and actively use it. Most approved businesses show their membership as a logo in the footer, and search engines and AI assistants rarely read logos.

So when a homeowner asks an AI tool whether you are trustworthy, it often answers without mentioning the approval you have worked for. Approved and Found fixes that.

The schemes, in plain English

Homeowners and AI tools both need to understand what your approval means. Here is what each of the main schemes is, from its operator’s own information.

UK home improvement trust schemes compared
Scheme	Run by	What it means for homeowners	Status
Approved Code	Furniture and Home Improvement Ombudsman (FHIO), with the Chartered Trading Standards Institute (CTSI)	A government-backed code of practice for home improvement businesses. Members commit to higher standards of customer service, transparency and dispute resolution, including free dispute resolution.	First businesses from end of September 2026; fully operational by December 2026
Trusted Payments	Trusted Payments, backed by government	An app that links a homeowner’s payments to agreed project milestones, so money is released as the work gets done.	Live from September 2026
TrustMark	TrustMark, the UK’s government-endorsed quality scheme for work in and around the home	Around 18,000 registered businesses, checked by licensed scheme providers. Registered businesses give a minimum two-year guarantee on work.	Established scheme
Buy with Confidence	Local authority Trading Standards services	An approved trader scheme. Businesses pass Trading Standards checks before they are listed and can describe themselves as Trading Standards Approved.	Established scheme

The questions homeowners are asking

We track real prompts like these across ChatGPT, Gemini, Perplexity and Google AI Overviews, and check whether your business comes up, and whether your approvals come up with it.

“Is [your business] in [your town] trustworthy?”

“Approved builder near me”

“Which roofers near me are TrustMark registered?”

“How do I pay a builder safely?”

“Best heat pump installer in [your county]”

“Does [your business] offer a guarantee?”

What we do

1. Trust Check (free)

We ask four AI tools the questions homeowners ask about traders like you, and score whether your approvals, guarantee, dispute route and reviews appear. One page, plain English.

2. Trust Pack (£750)

A clear trust page on your site, structured data that states your memberships and guarantee, a tidied Google Business Profile, and your scheme and directory profiles made consistent.

3. Trust Watch (from £295 a month)

We re-run your prompts every month, add one trust or FAQ article, help you gather fresh reviews, and send a short report on what changed.

Prices exclude VAT. Trust Watch has a six-month minimum. We do not certify or approve anyone, and we do not handle payments, deposits or disputes.

What a trader’s trust page should include

This is the checklist we build every Trust Pack around. It works for Google, for AI tools and for the homeowner reading it.

1Your memberships, in words. Name every scheme and code you belong to in the page text, with your membership number and a link to your entry on the scheme’s own register. Logos alone are not read.
2Your guarantee. How long it lasts, what it covers and who backs it, for example an insurance-backed guarantee.
3How complaints are handled. Your own process first, then the independent route: the Ombudsman, the Approved Code or your scheme’s dispute service.
4How payments work. Deposits, stage payments, and whether you use Trusted Payments, escrow or another protected method.
5Insurance. Public liability cover and any relevant professional cover.
6Reviews. How many, the average, and a link to an independent review platform.
7Company details. Registered name, company number, address and years trading.
8Structured data. LocalBusiness schema that lists your memberships and credentials, plus FAQPage schema for your common questions, so search engines and AI tools can read the same facts.

SEO and AI search by trade

SEO for roofers

Roofing is the trade homeowners worry about most. Visible NFRC, TrustMark or Approved Code membership, a clear guarantee and town-by-town service pages make the biggest difference to who gets called.

SEO for builders and loft specialists

Larger projects mean larger deposits, so homeowners search how to pay a builder safely. Builders who explain their payment terms and protections get named in those answers.

SEO for retrofit and heat pump installers

MCS certification, TrustMark registration and warranties sit at the centre of the sale. We make sure AI tools can read them, alongside your installation record and reviews.

SEO for window, door, kitchen and bathroom fitters

Strong review profiles often go unnoticed by AI tools. Consistent directory profiles and review structured data bring them into the answer.

Get your free Trust Check

Tell us who you are and which schemes you belong to. Sam will run the check himself and send your scorecard within five working days.

Sources

Your approval, found

Start with the free Trust Check. If everything already shows up, we will tell you, and it costs you nothing.

Get a free Trust Check

Want the wider picture? See our GEO service.

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