Case 04 — Calvin Yau · quality-led · sensitive category
Updated August 2026
Earning trust for “quality pet funeral services”
Pet services
Client: Pet funeral services, Hong Kong — Calvin Yau
Quality-led pet funeral queries were captured by spam directories. The category is sensitive: assistants will not recommend what they cannot describe as a careful, verifiable process.
Baseline
Directory-style answers. No step-by-step service process, no local service schema, no extractable definition of “quality” in this category.
Intervention
- Step-by-step service process pages assistants can quote without inventing care claims
- Trust modules that define what quality means in practice
- Local service schema and calm conversion paths
- Respectful FAQs for families asking AI before they call
Timeline
12-week programme. Eligibility and answer-structure outcomes below — unpublished Orbit figures stay under NDA.
What made it work
Sensitive categories are won with process transparency. If AI cannot describe how the work is done, it will send the family to a directory.
what changed — 12-week programme
- query
- quality pet funeral services
- trust
- Quality-led queries have a citeable process instead of a directory row
- schema
- Local service markup so engines can describe the operator
- path
- Calm conversion from answer → human care, not aggressive CTAs
Your baseline next
Get the same three metrics for your brand.
The free AI-visibility audit establishes your Citation Frequency, Share of Voice and Recommendation Rank baseline — the same starting point every case above began with.
Written by James Huang, Founder & CEO, Mercury Technology Solutions · Reviewed by the Mercury GAIO Practice · Updated August 2026