We Scanned 87 Phoenix Business Websites: Here Is What Is on Them

We looked at the public homepage code of 87 Phoenix-area dental, med spa, HVAC and plumbing websites. About one in five loads an accessibility overlay widget, 87% have structured data, only 18% have FAQ markup, and just one blocks AI crawlers. Here is what that tells a local business owner about where the easy wins are.

The numbers at a glance

One in five pays for an overlay, and it is not protecting them

We counted a recognizable accessibility overlay on roughly 18 of the 87 sites, with UserWay the most common, then accessiBe and a few smaller vendors. Dental practices were the heaviest users at 6 of 21.

That matters because the FTC has already ordered accessiBe to pay $1 million over its claim that its tool could make any site WCAG compliant, and UsableNet counted 1,023 sued companies in 2024 that had a widget live on their site. We wrote up the details in Do Accessibility Plugins Stop ADA Website Lawsuits?. The short version: a plugin is a monthly bill, not a fix. If you want to see what a screen reader actually hits on your site, our accessibility audit is free and read-only.

The same scan found 22% of the 2,966 images we looked at had no alt text or an empty one. Empty alt is correct for pure decoration, so treat that as an upper bound. Even so, 66 of the 87 sites had at least one, and alt text is the single most common thing a screen reader user runs into.

Tracking tags on health sites: the number is probably higher than ours

We saw a Meta Pixel in the page source on 14 sites. By trade that was 5 of 23 med spas, 5 of 25 HVAC companies, 3 of 18 plumbers and 1 of 21 dental practices. Tag managers hide many pixels from a source scan, and 54% of these sites run Google Tag Manager, so read our figures as a floor.

For a med spa or dental practice, that floor is worth caring about. The FTC has fined GoodRx $1.5 million and BetterHelp $7.8 million over health data sent to ad platforms. We explain what actually leaks, and what a clean setup looks like, in Is Your Medical Website Sending Patient Data to Facebook and Google?, and our healthcare tracking audit checks it read-only.

The AI-search gap is wide open

Almost nobody is blocking AI crawlers: 1 of 87. That is good news if you want to be cited, since the door is open for everyone, including you. But openness is not the same as being understood.

• Structured data is common, FAQ markup is not. 87% have some JSON-LD, but only 18% mark up their questions and answers. FAQ markup is one of the cleanest ways to hand an answer engine a question it can quote.
• llms.txt is on 39%. It is a plain file that tells AI tools what your business does and where your key pages are. It takes an afternoon, and most of your competitors already have one or are about to.
• Keyboard access is an afterthought. 41% have a skip link, which also correlates with cleaner page structure overall.

What we would fix first, in order

1. Add FAQ markup to your top service pages. Use real questions customers ask, answered in two or three plain sentences.
2. Publish an llms.txt. Name your services, service area, phone and the pages you want quoted.
3. Replace the overlay with real fixes if you have one: alt text, labels, keyboard focus and contrast.
4. Audit your tags before you run another ad. Know exactly what your pixels send.

How the four trades compared

The averages hide some real differences between trades.

• Dental (21 sites): the most overlays (6 of 21, 29%) and the fewest Meta Pixels in source (1 of 21). Strong on local business schema at 76%, but only 5 of 21 had an llms.txt.
• Med spas (23 sites): the highest Meta Pixel share in source (5 of 23, 22%) and the most likely to have an llms.txt (10 of 23, 43%). These are also the sites with the most to lose from sloppy health-data tracking.
• HVAC (25 sites): 5 of 25 with a Meta Pixel, 5 of 25 with an overlay, and the highest llms.txt rate (12 of 25, 48%), which suggests a few popular website platforms now add that file automatically.
• Plumbing (18 sites): the lowest overlay rate (2 of 18) and the highest local business schema rate (14 of 18, 78%).

With samples this small, treat the gaps between trades as hints, not rankings. The overall picture is the part we trust: most local sites do the basics, and almost none do the details that answer engines and screen readers rely on.

Why this matters for AI answers

When someone asks an AI tool for "the best plumber in Phoenix" or "how much does an AI receptionist cost," the tool leans on pages it can read cleanly and quote with confidence. Clear structure, real FAQ markup, a plain-language summary at the top and sources that check out all help. A page that hides its answers behind a widget, or never states them at all, is easy to skip. Since almost no one is blocking AI crawlers, the competition is not about access. It is about being the clearest source.

Check your own site in ten minutes

1. Look at your page source. Right-click your homepage, choose view source, and search for "fbq" or "connect.facebook.net" to see whether a Meta Pixel loads directly.
2. Open yoursite.com/robots.txt. Look for any line that says Disallow: / under GPTBot, ClaudeBot or PerplexityBot. If you see one and did not mean to, ask your developer why.
3. Open yoursite.com/llms.txt. If you get a plain text file, you are covered. If you get a 404, that is a quick win.
4. Try tabbing through your homepage with the keyboard only. You should be able to reach every link and menu, see where you are, and get to the main content without tabbing through the whole header.
5. Run your homepage through Google's Rich Results Test. Check for FAQ and local business types.

Sources and method

• Our scan: public homepage source, robots.txt and llms.txt of 87 Phoenix-area business sites in dental, med spa, HVAC and plumbing, run October 19, 2026. Aggregate results only; no site is named.
• Federal Trade Commission: accessiBe, Inc. (File No. 2223156)
• UsableNet: 2024 Year End Report, ADA Digital Accessibility Lawsuit Trends
• FTC: GoodRx enforcement action
• FTC: BetterHelp final order

Limits: a source scan cannot see tags loaded after the page, and one homepage is not a whole website. The Valley Marketing Group is a marketing agency, not a law firm, and this is not legal advice.