Situation
A regulated financial services firm with real expertise and an established client base, but almost no presence in search. In the three months before the programme began, the website produced no enquiries at all.
There was no authority, no rankings on core commercial terms and no content strategy. The firm was competing against larger, better funded rivals and couldn’t be found alongside any of them.
Response
We ran one continuous programme across Google and AI search, with technical SEO, content, Digital PR and paid search working as a single engine rather than as separate campaigns.
Digital PR did the heavy lifting. Earned placements built the referring domains, the referring domains built the authority, and that authority is why the firm now outranks larger competitors and why AI systems cite it.
Content did the other half. We wrote guides answering the questions prospects research before they speak to an adviser, gated them to capture contact details, and structured them for AEO and GEO citation before AI search became a channel. Paid search was rebuilt around the same guides, so it captured contacts instead of chasing cold forms.
Key strategic elements included:
- Digital PR and expert commentary tied to regulatory change, so the firm was the voice explaining the rules when they moved
- Gated guides that rank organically and capture contact data at the same time
- Content structured for citation in AI search
- Technical SEO and on-page optimisation
- Paid search campaigns built to capture contacts through gated guides
- Monthly reporting on booked consultations and direct enquiries, not traffic
The Results
From a starting point of zero website enquiries in the previous three months, the campaign grew to:
- 105 booked consultations and direct enquiries per month
- 52% of enquiries coming from organic search
- 16.5% contact-capture rate from AI search referrals
The result was a measurable shift from little to no website-generated demand to a consistent flow of qualified enquiries from both traditional and AI-assisted search.
// Testimonial
What the
client says
“Organic search went from producing nothing to being our biggest source of new clients. The authority Woya built is why we now show up in Google and in AI search, ahead of firms far bigger than us.”
