Lead generation overhaul for a professional services firm

Key outcomes

The challenge

A mid-sized professional services firm had a respectable reputation locally but needed a comprehensive lead generation overhaul to fix an outdated website that failed to communicate their expertise. Traffic was flat, inbound client acquisition relied almost entirely on word-of-mouth referrals, and competitors with weaker track records ranked above them in search.

What we did

• Ran a positioning workshop to define their niche and proof points
• Rewrote core service pages with clear problem/solution structure
• Built an AEO content plan — 12 authoritative pages answering client questions
• Implemented FAQ schema and internal linking between related topics
• Delivered AI consulting — custom prompts and a content workflow the team could run independently

Impact

Within six months, organic enquiries became the second-largest lead source after referrals. The managing partner noted that prospects increasingly mentioned finding them through Google and AI search tools.

Key takeaway

Professional services firms win on trust and expertise. Making that expertise machine-readable (for search and AI) is now as important as making it human-readable.

"We finally have a marketing approach that matches how good we actually are at what we do. The AI training alone changed how our team works."