AI Optimisation

08 10 2026

What’s the best way for me to attract new business?

Looking to grow your business, drive more traffic to your website and boost sales? One of the ways to do this is to attract new people to your organisation. With a steady influx of potential customers visiting your website, engaging with your social content or signing up to receive your emails, you can create a healthy pipeline of new leads. How you achieve this will depend entirely on your business goals, your ambitions and your resource allocation.

Maximise your existing customer base

Your existing customer base is a fantastic resource for attracting new business when you can use it to build online reviews and direct referrals. Research has highlighted the importance of online reviews, which have a significant effect on over 60% of consumer buying decisions. Approximately 91% of consumers trust online reviews more than marketing information, demonstrating the power of positive feedback for future business growth.

Taking it offline works too. Word of mouth marketing or direct referrals can have just as big an impact on a business. Referred customers are associated with up to a 16% higher lifetime value, because they are advocates almost from the beginning of their journey with the brand. Referred customers also make 31-57% more referrals themselves compared to other types of customers, further demonstrating their value to an organisation.

Both of these options are proven to drive new business very effectively. But more than that, they often deliver high-quality new customers that are loyal and continue accelerating your business growth. Incentivising reviews or referrals with small discounts or added value can be a highly cost-effective and worthwhile investment.

Website optimisation

Beyond the utilisation of your existing customers, there are several ways to reach completely new audiences. Before designing and implementing outreach campaigns, it is crucial to ensure that your website is optimised. This helps to engage with traffic driven from external sources, converting interest into genuine action – whether that is a newsletter sign up, survey completion or purchase. Website optimisation is also essential for building credibility in the digital space, to get your website seen in organic searches and to help AI platforms find your products or services.

Design & navigation

At its core, your website must be findable, usable, accessible, useful, desirable, credible and valuable to visitors. It should be simple to navigate and easy to understand, with some personalisation available for frequent visitors to streamline their journey, for example.

Content

All content should be informative but easily scannable, engaging and inclusive. Focus on solving problems and highlighting the benefits for potential customers, rather than listing technical features. The content should also be designed to facilitate Search Engine Optimisation (SEO) and Answer Engine Optimisation (AEO), making it easier for people to find your website from different sources.

Backend configuration

Significant work can also be done to enhance both SEO and AEO in the backend of the website. For example, prioritising high-leverage schema types will help AI platforms better understand your content and increase the chance of it showing your page when people ask relevant long-tail questions. This aids AI visibility and creates effective channels to drive potential new customers to your website.

Strategic outreach marketing

With everything else in place, a strategic marketing plan will propel your customer acquisition efforts, increasing enquiries and delivering a greater return on investment. To prepare an effective strategy for your organisation, you’ll need to first define:

Your unique value proposition – what distinguishes you from others?
Your brand – how do you want customers to perceive you?
Your messaging – what do you want to say and how?
Your target audience – who are your typical customers?
Your marketing mix – which channels will reach your target audience?

From here, you can design a plan that will communicate the right content to the right people in the right ways. Consider the most appropriate social media platforms for your audience, the relevance of offline marketing materials and potential company partnerships that could promote your brand effectively. A combination of organic social media activity and paid advertising can prove advantageous for outreach initiatives, ensuring that you access completely new audiences. Just be sure to target advertising campaigns so that you generate relevant leads and increase the chance of conversion.

The content you share will have a major impact on whether people engage. Keep it relatable, personable and on-brand to really connect with individuals and showcase your company in the right way.

Consider also where you direct traffic to – a dedicated landing page is often the best way of retaining visitors’ interest and encouraging them to stay on your website. It can also help individuals choose their next steps more easily, whether that’s to learn about your organisation, sign-up to a newsletter or move straight to product pages.

From leads to new business

Generating leads is only the beginning. To convert enquiries into actual business and new customers into advocates, you need to build trust and nurture prospects. This often requires a dedicated marketing strategy that manages ongoing communication, keeping leads connected and encouraging them to make a purchase when they’re ready. Consistency is important. Email campaigns are typically very effective in this regard, providing a way to engage with leads that can be customised and fully tailored to their journey so far.

Common marketing pitfalls to avoid when attracting new business:

Trying too many platforms/channels at once
Copying competitors
Changing marketing messages or approach too often
Expecting instant results
Not measuring performance
Not maximising online reviews or direct referrals
Inconsistent branding
Not nurturing leads

Conclusion

Attracting new business is essential for any organisation, regardless of industry, size or maturity. For a high return on investment, a lot of prep work is required behind the scenes. Once solid foundations have been established, a structured and data-backed approach to outreach marketing will become a powerful driving force behind sustainable customer engagement and business growth. If your marketing strategy is lacking, or you’re not sure how to create one that will facilitate genuine customer acquisition and conversion, the experts at We Do Marketing can help. We provide strategic growth audits, actionable marketing plans and ongoing support services designed to increase brand awareness and business revenue.

Discover the power of strategic marketing for your customer acquisition >

Click Here To Get Started

Written by Lydia McKeown

Marketing Director

Lydia founded We Do Marketing in 2016 and has chartered marketer status. Lydia acts as a Marketing Director for a select few of our clients and works with the team on the client’s strategies. She does lots of consultations with new clients and runs our discovery sessions. She also writes client marketing plans and strategy which feeds into all of the marketing we produce or plan for our clients.

Get In Touch

Written by
Lydia McKeown

Marketing Director

Get In Touch

08 10 2026

Is my business visible to AI platforms and AI search results?

Tino AI Optimisation

Artificial intelligence (AI) has become a staple in everyday life. For businesses, it also provides a powerful tool to increase workflow efficiency, reduce costs and grow the customer base. Understanding the opportunities and limitations of AI is key to unlocking its full potential in a safe and effective way.

What is AI visibility?

To explore the topic of AI visibility, it is important to first define what that means. Put simply, AI visibility describes how often and accurately a brand, product or website appears in answers generated by AI search engines. Both citing information from a webpage and providing a direct link would count. Some of the most popular programmes include Google AI Overviews, ChatGPT, Gemini, Perplexity and Copilot. If these engines are regularly drawing information from a brand’s content, or directing people to related websites, then AI visibility is high.

Why does AI visibility matter?

AI search platforms have become a go-to source of personal and work-related information and ideas for many people. The top three reasons for using platforms like ChatGPT – accounting for approximately 80% of all searches – are seeking information, practical guidance and content writing. Usage of these platforms is growing exponentially, with an increase of just under 500% reported between 2024 and 2025.

While it is understood that AI platforms currently deliver a very small percentage of overall website traffic at just 0.14%, their contribution is growing. Semrush estimated that AI traffic increased by 66% in 2025. If this trend continues, AI sources will become a major driver of website traffic in the coming years.

In short, if AI can’t see your brand, or doesn’t give it the credibility it deserves, it won’t share your information or send people your way. In time – and probably less than you think – this could really hurt your general brand visibility and business growth.

Assessing AI visibility

AI programmes use several mechanisms to find your website and share its details when reacting to appropriate prompts from users. They combine traditional web crawling and semantic text analysis to scan public platforms for key information – much like traditional search engines.

To assess your AI visibility, you have to track how often and how positively your brand appears in AI-driven search engine answers. It is necessary to consider both the volume of searches that produce a link to your brand, and the sentiment of any answers provided associated with the brand.

Seems simple, right? Unfortunately not.

The conversational nature of outputs by most AI platforms means that there are no fixed and logged rankings. Plus, no two answers are ever exactly the same so it would be challenging to group them accurately in a quantitative way. In addition, AI programmes don’t currently offer public access to search volume data like Google Search Console does, for example. Should this data become available in the future, this would be a precious, and likely expensive, commodity.

For now, the trick is to identify and use the most reliable data, and to implement it in a meaningful way that allows for the nuances of AI monitoring today. Using data from the source and avoiding third-party figures may help. Another tip is to use the data in a comparative way, rather than solely relying on the numbers – for instance, review trends over time and compare to data patterns that competitors seem to follow for genuinely useful insights.

Optimising your AI visibility

Answer engine optimisation (AEO) is fast becoming an essential to website performance. As AI platforms continue to grow in popularity and power, its importance will increase simultaneously. Despite the fluid and fast-evolving nature of the AI landscape, it is important that organisations include AEO within their broader marketing strategy now.

So, what can you do?

First, it’s necessary to understand that AEO is an extension of SEO (Search Engine Optimisation). The latter has been around much longer and most businesses have incorporated SEO into their marketing already. Improving AI visibility is about building on this SEO foundation, not replacing it.

Second, AI uses several different sources to find information, assessing each one for quality, completeness and credibility. Once it has selected the most appropriate sources, it will replicate the content in response to a user’s prompts. The key here is that no one platform will revolutionise your AI visibility on its own. Multiple channels contribute and so multiple channels must be optimised. That said, any improvement on any limited number of platforms will help.

The website is an obvious place to start. High-quality, original content is key, with clearly structured pages and simple explanations for products or services. Consider adding dedicated landing pages that utilise long-tail keywords or that provide information that can be linked to by industry publications for added credibility.

An up-to-date LinkedIn profile is another powerful tool in driving AI visibility. This is because it strengthens your digital authority, confirms your company legitimacy and reinforces your thought leadership position in the industry. Search engines also regularly index public LinkedIn content, giving AI programmes access to the same information when they browse the web.

Of course, this is only the start – effective AEO requires a comprehensive approach, long-term consistency and ongoing review and improvement on the back-end of your website too.

Here are some top tips from our AEO experts on how to improve your AI visibility:

#1 – Ensure high-quality, original content on the website, avoiding low-word-count pages

#2 – Add schema on product or services pages to make it easier for AI to crawl

#3 – Tailor content or add dedicated landing pages that incorporate long-tail keywords and phrases

#4 – Increase backlinks to the website from trusted industry sources (publications, associations, etc.)

#5 – Maintain brand consistency across all digital platforms

#6 – Add an author to blog and article content

Start a Marketing Audit

Written by Sophie Chalk

Client Marketing Manager

Sophie has been in marketing for more than 15 years, providing support to all types of organisations in different industries from healthcare to renewable energy. From marketing strategy to social media and content creation, Sophie enjoys all aspects of the sector and is keen to maintain consistency across multiple platforms to help clients get genuine results. She works with the entire We Do team to ensure that deadlines are met, opportunities are maximised and high quality standards are achieved every day.

Get In Touch

Written by
Sophie Chalk

Client Marketing Manager

Get In Touch

23 03 2026

7 Must-Have’s For AI Search Visibility

Denham AI Optimisation

Search is Changing

AI isn’t going anywhere, and every day more and more people use it for searching, like they would a search engine. And this means organic clicks will go down. So what do we do about it?

“Gartner Predicts Search Engine Volume Will Drop 25% by 2026, Due to AI Chatbots and Other Virtual Agents.”

Gartner

The way humans and AI interact is more human than it is AI, as AI tries its hardest to understand human behaviour. And in turn AI platforms respond and provide data to users in the clearest way possible.

So, in order to increase your AI search visibility, you need to allow AI to fully understand your website and webpages in an efficient way. Most frontend techniques are aimed at how easy it is for the user to consume the information you are giving them. AI platforms will recognise that, and reward you for it.

SEO Foundation

Before implementing AI search visibility techniques, you should ensure your website’s SEO is in order. AI search tools rely heavily on search indexes, like Bing or Google to find information.

Crawlability: If search bots can’t crawl your site, AI assistants won’t know you exist.
Sitemap: Ensure your robots.txt is optimised and your XML sitemaps are up to date.
Backlinks & Authority: High-quality backlinks act as great trust signals.
Technical Health: Fast load times, mobile-friendliness, and security (HTTPS) remain basic requirements.

Once your technical foundation is solid, it’s time to optimise for AI.

1: Modular Structure

AI systems will always break down information in chunks, so it will do the same for your website. H1 & H2 titles act as a dividing line between two pieces of content. Your H1, meta title, and meta description should all align to the same topic or subject. This sends a strong signal to AI, telling it what the actual purpose of the page is. Here are some tips:

Meta Titles: Keep your titles clear and inline with the search intent of the page.
Meta Description: Avoid keyword stuffing. Clearly state the value or outcome of the page.
Headings: Don’t go for simple headings like “Features” or “Learn More”. Use more descriptive language. “5 Benefits of This Product” is great as it tells the AI there’s 5 benefits or features to this particular product. By using a more positive word like benefits instead of just the standard “features” you set a persuasive tone that highlights the page’s value rather than just listing dry facts. It also makes the content much more engaging for your human readers.

2: Content & User Intent

User intent is about what your users’ motivations are when they ask AI a question or run a search on Google. And you have to match that intent in your content.

Think about how people speak to AI compared to traditional search engines. They don’t just type a few fragmented keywords like “best SEO software”; they ask conversational, highly specific questions like, “What is the best SEO software for a small e-commerce business looking to improve local reach?”

To capture this visibility, your content needs to be deeply conversational and comprehensive. Anticipate the “why” and “how” behind a user’s query. If you are writing a guide, ensure it answers the core question immediately, but also addresses the natural follow-up questions a user might have.

3: Clarity Is Key

AI models, specifically Large Language Models (LLMs), rely heavily on Natural Language Processing (NLP) to parse and understand your content. If your writing is bogged down by industry jargon, overly complex sentence structures, or unnecessary fluff, the AI will struggle to extract the core value of your page.

Write in clear, plain language. Use the active voice to make your points direct and authoritative. The simpler it is for a human to read and comprehend your content, the easier it is for an AI to digest it, summarise it, and present it as the definitive answer to a user’s prompt.

4: Snippability

Blogs and articles are used to educate your audience. But they can also be an opportunity to get snippable content that then links back to your website as a source.

How can you accomplish this?

Find articles on your website that are asking a specific question
Underneath the blog title there should be; who wrote it (link to author page), and the date it was published
Then your first piece of content should immediately answer the question asked in the title

The above will definitely increase your chances of getting snipped and sourced.

5: Customised Schema

Schema markup (or structured data) is essentially a direct translation layer for AI. While AI is smart enough to read text, schema tells it exactly what that text represents without any guesswork.

Implementing customised schema, like FAQ, Article, How-To, Product, or Organisation schema, organises your data into a neat format. When an AI tool is pulling together an answer, a page with rich, customised schema is much more likely to be used as a primary source because the data is already categorised and verified by the website owner.

Home Page Schema Example:

    <script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebSite",
      "@id": "https://www.example.com/#website",
      "url": "https://www.example.com/",
      "name": "Example Company",
      "alternateName": "ExampleCorp",
      "description": "Your go-to source for industry-leading products and services.",
      "potentialAction": {
        "@type": "SearchAction",
        "target": {
          "@type": "EntryPoint",
          "urlTemplate": "https://www.example.com/search?q={search_term_string}"
        },
        "query-input": "required name=search_term_string"
      }
    },
    {
      "@type": "Organization",
      "@id": "https://www.example.com/#organization",
      "name": "Example Company",
      "url": "https://www.example.com/",
      "logo": {
        "@type": "ImageObject",
        "url": "https://www.example.com/assets/logo.png",
        "width": 500,
        "height": 500
      },
      "contactPoint": {
        "@type": "ContactPoint",
        "telephone": "+4412227 742468",
        "contactType": "customer service",
        "areaServed": "UK",
        "availableLanguage": "English"
      },
      "sameAs": [
        "https://www.facebook.com/example",
        "https://twitter.com/example",
        "https://www.linkedin.com/company/example",
        "https://www.instagram.com/example"
      ]
    }
  ]
}
</script>

6: Format and Punctuation

It isn’t just about what you say; it’s about how it looks on the page. Formatting is crucial for AI extraction. Walls of text are difficult for both humans and bots to process.

Use bullet points, numbered lists, and data tables wherever applicable. AI models love extracting data from tables because the relationship between the data points is inherently structured. Proper punctuation ensures that NLP algorithms don’t misinterpret where one thought ends and another begins. Clean grammar and logical formatting create a frictionless experience for AI crawlers.

7: Hidden Data

AI visibility isn’t limited to the text on the page; it extends to the data living behind the scenes. This includes elements typically associated with web accessibility.

Alt Text: AI vision models are becoming standard in search. Highly descriptive alt text allows AI to “see” your images and serve them in multimodal search results.
Aria Labels: Ensure interactive elements on your site are properly tagged so AI understands site navigation and structure.
File Names: Before uploading an image or PDF, name it descriptively (e.g., “ai-search-visibility-graph.jpg” instead of “IMG_0945.jpg”).

When you optimise the hidden data, you provide a 360-degree context for AI, ensuring no valuable information is left unread.

Is your website, or business AI-ready?

If you haven’t made any adjustments to your website, and are unsure of where to start, reach out to our team:

Written by Denham Thompson

Web Developer & SEO Manager

Denham maintains and updates our current clients’ websites, as well as designing and developing brand new professional sites for new clients and their businesses. Something you need to know about Denham is that all of his web development skills are self taught from the age of 15 – that’s 11 years experience working with clients in varying industries!

Get In Touch

Written by
Denham Thompson

Web Developer & SEO Manager

Get In Touch