The product was good and the customers who found it stayed. Too few people were finding it in the first place.
The challenge
Most of the website described features. The people the business wanted to reach were searching for something else: how to solve a particular problem, how one tool compares with another, whether a product works with what they already use. Those searches, and the AI answers built from them, pointed to competitors and review sites.
The business also had no way of knowing how AI assistants described it, or whether that was changing.
What we built
A search and AI visibility programme with three parts:
- Structure. A map of the questions buyers ask, grouped into use cases, comparisons and integrations, with one page per question and clear internal links between them.
- Content. Pages written to answer each question directly near the top, then in depth, in a form that search engines and AI assistants can quote accurately. Each page carries structured data for the product, its FAQs or the article.
- Tracking. A weekly check of agreed prompts across AI assistants, alongside Google rankings, recording whether the business is named and cited and which sources are used instead when it is not.
Findings from the tracker feed straight into the next month's content plan.
How we delivered
We started with the question map and a written plan, agreed with the marketing and product teams. The structure and technical changes went in first, so new pages had somewhere to live, followed by content in priority order. The programme runs as a monthly retainer, with the same cycle every month: review, plan, publish and report.
What changed
The website now answers the questions buyers ask before they know the product, not only after. The team can see, week by week, how the business appears in search and in AI answers, and decides what to write next from that evidence.
