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When a small business owner in Grand Rapids sits down to research which bank to trust with their payroll, their mortgage, or their business line of credit, they are not calling a branch first. They are opening ChatGPT or Gemini and typing a question. The answer they get back, the name, the description, the recommendation, shapes their decision before they ever speak to a banker. Mercantile Bank was founded in 1997 by entrepreneurs who believed that strong communities are built through strong financial relationships. Today, as Michigan’s largest community bank with $6.9 billion in assets and more than 50 locations statewide, that belief drives everything they do. From Grand Rapids to Eastern Michigan, from commercial lending to personal banking, Mercantile Bank’s reputation is built on being the trusted local alternative, the bank that understands Michigan because it is part of it.  That reputation only creates growth if people can find Mercantile Bank at the moment they are looking. In 2024, as AI answer engines became the starting point for financial research, Merc Bank had a specific and damaging problem: a South African bank also called Mercantile Bank was showing up in AI-generated results ahead of them. Michigan residents searching for a Michigan bank were getting the wrong answer. And Merc Bank had no way to see it, measure it, or fix it. #### The Challenge __The Website Was a Warning Sign__ When Michigan residents and business owners ask an AI engine which bank to trust with their finances, they expect a relevant, local answer. For much of 2024, Mercantile Bank was not that answer. A naming conflict with a South African institution meant the wrong bank was surfacing in AI results for searches that should have led directly to Merc Bank, and every one of those moments was a prospect lost before the conversation started. Vanessa Sinclair joined Merc Bank’s digital team at the end of 2024 and immediately saw the scope of the problem. The website had no meta descriptions. Heading structures were broken. Content was outdated and poorly organized. The platform it ran on was developer-heavy and had never been set up for marketing performance. It was not a website built to be found, and in the age of AI-generated answers, being found is everything. The stakes were concrete. Banking is not an impulse purchase. A small business owner researching payroll banking options, or a young professional looking for their first mortgage lender, will research for weeks or months before committing. If Mercantile Bank was absent from the AI answers shaping that research, they were being removed from the consideration set entirely — not because they were not the right choice, but because no one was finding them. __The Manual Work That Wasn’t Scaling__ Before HubSpot AEO, Vanessa tracked AI visibility the only way available to her: manually. She opened ChatGPT, typed queries like “best community bank in Michigan,” screenshotted the results, and checked again weeks later to see if anything had shifted. There was no dashboard, no benchmark, no way to identify which sources AI engines were pulling from, and no way to know whether the wrong bank was still outranking them. Every quarter, this process consumed roughly four hours a week, nearly 64 hours across the fall planning season alone, just to produce a rough, unverifiable picture of where Mercantile Bank stood. It was a strategy of surveillance with the ability to act in a limited manner, and it was not sustainable for a small digital team with a full content and website roadmap to execute. #### The Solution __Replacing Screenshots with a Single Dashboard__ Michigan residents searching for a bank to handle their business finances or personal banking need accurate, local answers from AI, and they need those answers to point to the right institution. To make that happen, Mercantile Bank needed to know exactly where they appeared in AI-generated results, which sources those results drew from, and where the specific gaps were. HubSpot AEO gave them that visibility for the first time. With HubSpot AEO, Vanessa could see Merc Bank’s AI presence across ChatGPT, Gemini, and Perplexity in one place, benchmarked against named competitors on the exact prompts Michigan prospects were typing. Her initial screenshot process was replaced by a live dashboard that showed where Mercantile Bank appeared, where they didn’t, and what their competitors were doing differently. The first action was prompt cleanup. Some of the prompts set up in early beta were aimed at categories Merc Bank could not realistically compete in yet, broad national queries where Chase and Huntington would dominate regardless of content quality. Vanessa narrowed the focus to Michigan-specific searches, community banking categories, and niche commercial products where Mercantile Bank had a meaningful advantage. Visibility on those targeted prompts improved immediately.  __Citations Changed Everything__ The citation analysis dashboard revealed something specific and actionable: mercbank.com was already being cited 952 times in AI-generated answers, more than 2.4 times the nearest competitor. The homepage, business lending pages, and the about-us page were among the most-referenced URLs. Merc Bank was starting from a position of strength they had not been able to see before. That data sharpened the content strategy. Pages that were already generating citations got prioritized for further optimization. The blog, launched alongside the new HubSpot CMS site, was producing content structured clearly enough that AI engines were pulling from it directly. The AEO dashboard confirmed which posts were being cited and which weren’t, giving Vanessa a clear brief for what to write next. The citation data also revealed where third-party sources were filling gaps that owned content couldn’t. Financial publications and local directories were appearing in AI results alongside mercbank.com. That meant the PR and content partnership conversation, previously hard to make the case for, now had data behind it. Vanessa brought the citation breakdown to colleagues outside digital and made the argument for coordinated third-party coverage. The evidence was in the dashboard. __From Episodic to Operational__ The shift that compounded everything else was turning AEO from a periodic research task into a regular operating rhythm. Each week, Vanessa checks which prompts have moved, identifies where a competitor is gaining ground, and traces the gap to a specific cause, a content gap on an owned page, a missing third-party citation, or a prompt that needs to be re-scoped. Then she reviews the recommendations the tool provides, and sends the brief off to her colleagues. From there, the right person gets a clear brief with the data attached, ready to write and take action. The payroll banking category of HubSpot AEO made a tangible improvement for Mercantile Bank. Mercantile Bank offers a human capital management software that is rare among community banks, one that competes with HCM platforms and merchant services, not just other local banks. When Vanessa reviewed that category in the AEO dashboard, Merc Bank was already surfacing as a top recommendation in Michigan AI results. The content was clear, the category was underserved by competitors, and the citations were there. It became the clearest proof of what the strategy could do when the right content met the right prompt. #### __The Transformation__ __#1 in Citations. #2 in Share of Voice.__ With 952 AI citations, mercbank.com is the most-cited domain in Merc Bank’s tracked competitive set, 2.4 times its competitors. In share of voice, Merc Bank holds 13% of AI-generated mentions in their category, and second overall. These numbers matter because of when they appear. A Michigan small business owner researching banking options may not make a decision for months. But the AI answer they get at the start of that process shapes their shortlist. Being cited 952 times, more than any other institution in their competitive set, means Merc Bank is on that shortlist. Not showing up means they’re not. __Less Guessing, More Doing__ The 64 hours per quarter Vanessa spent manually researching AI visibility are now spent executing the strategy instead. That is not a small shift for a small digital team. Every hour reclaimed from screenshot research is an hour that goes into content production, page optimization, citation partnership outreach, or prompt refinement, work that directly moves the metrics in the dashboard. The quality of that work has also improved. Because Vanessa can see exactly which prompts are underperforming and why, she can prioritize with precision. A content brief is no longer based on instinct — it is based on citation data showing which pages are being pulled into AI answers and which aren’t. The tool also surfaces concrete, actionable recommendations, so Vanessa knows exactly what to do next, not just what’s broken. Digital, PR, and content now share the same picture and work from the same priorities. __From Largest Community Bank to Most-Found One__ After its December 2025 acquisition of Eastern Michigan Financial Corporation, Mercantile Bank now operates more than 50 locations across the state. The physical footprint is expanding. The digital presence is being built to match it, page by page, prompt by prompt, citation by citation. In June, Vanessa Sinclair is presenting this work at a local HubSpot User Group, sharing the approach and results with peers who are navigating the same shift in how banking prospects find financial institutions. Michigan’s largest community bank spent years being known by word of mouth. Now it is being found by the people who have not heard of them yet, because AI is sending them there first. “HubSpot AEO gave us the real-time picture we never had before. Now, when someone in Michigan asks AI which community bank to trust, I see exactly where we show up, and I am better equipped to do something about it instead of assuming from screenshots,” says Vanessa Sinclair, Website & Marketing Analytics Specialist, Mercantile Bank.   Table of Contents Table of Contents - [The Background](https://www.hubspot.com#the-background) - [The Challenge](https://www.hubspot.com#the-challenge) - [The Solution](https://www.hubspot.com#the-solution) - [The Transformation](https://www.hubspot.com#the-transformation)  > With HubSpot AEO, Mercantile Bank went from manually screenshotting and analyzing AI results to 952 citations and 13% share of voice — outranking Chase and Huntington in Michigan’s AI-generated banking answers. Now the right bank shows up. Vanessa Sinclair Website & Marketing Analytics Specialist [Mercantile Bank of Michigan](https://www.mercbank.com/?error=error_code) [](https://www.mercbank.com/?error=error_code)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. 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