Insights · 101 guides · reviewed November 2026
Plain answers to the questions founders ask us.
How buyers find suppliers now: what Google, ChatGPT, Claude and Gemini say when a buyer asks who to hire, and what to do about it. Written by the three founders, from the work.
Start here.
Four guides founders read first
David Adams · 12 min read
Browse by topic.
Seven topics · each with a guide that explains the whole subject
14 guides
Getting named by AI assistants
How ChatGPT, Gemini, Copilot and Google's AI features decide which firms to name, and what to change so yours is one of them.
- Does ChatGPT use Google or Bing, and does Bing matter for a B2B firm?David
- What is GEO, and is it just SEO?David
- Do we need schema markup for AI assistants to understand our site?David
12 guides
Content that gets quoted
How to write pages and guides that ChatGPT, Gemini and Google's AI features quote when buyers ask for advice, and what to fix before you write anything new.
- Can we outsource our content without losing our voice?Ross
- What makes ChatGPT treat our content as expert rather than marketing?Ross
- Does ChatGPT prefer long articles or short ones?Ashley
14 guides
Press, reviews and being trusted
Why AI assistants check what other sites say about your firm before naming it, and how to earn the coverage, reviews and accreditations that count.
- Founder profile or company page: which matters more for AI answers?Ashley
- Which reviews count for a B2B firm: Google, Clutch, G2 or Trustpilot?Ashley
- Should the founder post on LinkedIn, and does it help ChatGPT recommend the firm?Ross
15 guides
Websites that bring work in
What a B2B website has to do to turn buyers and AI assistants into enquiries, how to judge what it should cost, and when to rebuild or keep improving.
- Will a website redesign lose our Google rankings? What we learned moving 310 pagesDavid
- Should a B2B firm publish its prices?David
- Does our website's speed and accessibility really affect enquiries?David
7 guides
Meetings and pipeline
How founder-led B2B firms get meetings with decision makers who fit: outbound that is legal and welcome, what it costs, and how to move beyond founder-led sales.
- Does cold email still work in 2026, and what do the Google, Yahoo and Microsoft sender rules mean?David
- In-house SDR or outsourced outbound: what does each really cost in the UK?David
- Word of mouth has dried up. How do B2B firms win clients beyond referrals?Ross
11 guides
How buying is changing
What happens to enquiries, rankings and sales when B2B buyers ask AI assistants first, and what a UK firm should do about it now.
- Can we wait a year before doing anything about AI search?Ross
- How is AI changing the way B2B buyers choose suppliers?Ross
- What is Google AI Mode, and how is it different from AI Overviews?Ashley
11 guides
Costs, returns and the business case
What being named by AI assistants costs, how to measure whether it pays back, and how to put the case to a board that wants numbers, not promises.
- Fractional CMO, agency or in-house: what does each cost in the UK?Ross
- How do I get my board to approve budget for AI search?David
- Can we just do content, or do we need PR and a better website too?David
Guides for your sector.
One guide per sector · 17 sectors
Each sector guide also comes as a free designed PDF. See the sector playbooks ↗
See how we work with firms in: professional services, technology and SaaS, fintech, recruitment and agencies and consultancies.
Every guide.
101 guides · sorted by most recently published
- Founder profile or company page: which matters more for AI answers?Press, reviews and being trustedAshley Kenerson10 minPress, reviews and being trusted · Ashley Kenerson · 10 min
- Does cold email still work in 2026, and what do the Google, Yahoo and Microsoft sender rules mean?Meetings and pipelineDavid Adams11 minMeetings and pipeline · David Adams · 11 min
- In-house SDR or outsourced outbound: what does each really cost in the UK?Meetings and pipelineDavid Adams10 minMeetings and pipeline · David Adams · 10 min
- Fractional CMO, agency or in-house: what does each cost in the UK?Costs, returns and the business caseRoss Williams11 minCosts, returns and the business case · Ross Williams · 11 min
- Will a website redesign lose our Google rankings? What we learned moving 310 pagesWebsites that bring work inDavid Adams11 minWebsites that bring work in · David Adams · 11 min
- Should a B2B firm publish its prices?Websites that bring work inDavid Adams11 minWebsites that bring work in · David Adams · 11 min
- Word of mouth has dried up. How do B2B firms win clients beyond referrals?Meetings and pipelineRoss Williams10 minMeetings and pipeline · Ross Williams · 10 min
- Does ChatGPT use Google or Bing, and does Bing matter for a B2B firm?Getting named by AI assistantsDavid Adams9 minGetting named by AI assistants · David Adams · 9 min
- Are appointment-setting agencies worth it? The pitfalls and the questions to askMeetings and pipelineDavid Adams10 minMeetings and pipeline · David Adams · 10 min
- Which reviews count for a B2B firm: Google, Clutch, G2 or Trustpilot?Press, reviews and being trustedAshley Kenerson11 minPress, reviews and being trusted · Ashley Kenerson · 11 min
- How do we move beyond founder-led sales, and when should we hire our first salesperson?Meetings and pipelineRoss Williams11 minMeetings and pipeline · Ross Williams · 11 min
- How does a B2B fintech get recommended when buyers ask ChatGPT?Sector guidesAshley Kenerson11 minSector guides · Ashley Kenerson · 11 min
- Should the founder post on LinkedIn, and does it help ChatGPT recommend the firm?Press, reviews and being trustedRoss Williams11 minPress, reviews and being trusted · Ross Williams · 11 min
- What does pay-per-meeting lead generation cost in the UK, and what counts as a meeting?Meetings and pipelineDavid Adams11 minMeetings and pipeline · David Adams · 11 min
- Is cold emailing other businesses legal in the UK?Meetings and pipelineDavid Adams11 minMeetings and pipeline · David Adams · 11 min
- What is GEO, and is it just SEO?Getting named by AI assistantsDavid Adams11 minGetting named by AI assistants · David Adams · 11 min
- Can we outsource our content without losing our voice?Content that gets quotedRoss Williams12 minContent that gets quoted · Ross Williams · 12 min
- Can we wait a year before doing anything about AI search?How buying is changingRoss Williams12 minHow buying is changing · Ross Williams · 12 min
- Digital PR or traditional PR: which gets a B2B firm named by ChatGPT?Press, reviews and being trustedRoss Williams13 minPress, reviews and being trusted · Ross Williams · 13 min
- Do we need schema markup for AI assistants to understand our site?Getting named by AI assistantsDavid Adams13 minGetting named by AI assistants · David Adams · 13 min
- Do we still need SEO now that buyers ask ChatGPT instead of Google?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- Does our website's speed and accessibility really affect enquiries?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- How do I get my board to approve budget for AI search?Costs, returns and the business caseDavid Adams12 minCosts, returns and the business case · David Adams · 12 min
- How do we get ChatGPT to recommend our firm when buyers ask?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- How does a B2B tech company get recommended when buyers ask ChatGPT?Sector guidesAshley Kenerson12 minSector guides · Ashley Kenerson · 12 min
- How does a financial planning firm get named when clients ask ChatGPT?Sector guidesAshley Kenerson12 minSector guides · Ashley Kenerson · 12 min
- How is AI changing the way B2B buyers choose suppliers?How buying is changingRoss Williams12 minHow buying is changing · Ross Williams · 12 min
- How much does a B2B website cost in the UK?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- How often do we need to publish for AI assistants to notice us?Getting named by AI assistantsDavid Adams11 minGetting named by AI assistants · David Adams · 11 min
- What is domain authority, and do AI assistants actually use it?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- What is Google AI Mode, and how is it different from AI Overviews?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- What makes ChatGPT treat our content as expert rather than marketing?Content that gets quotedRoss Williams12 minContent that gets quoted · Ross Williams · 12 min
- What should a B2B website include?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Which law firms does ChatGPT recommend, and how do we become one?Sector guidesRoss Williams12 minSector guides · Ross Williams · 12 min
- Why does ChatGPT name the big firms and not our consultancy?Sector guidesRoss Williams12 minSector guides · Ross Williams · 12 min
- Why does ChatGPT recommend other recruitment agencies to employers?Sector guidesRoss Williams13 minSector guides · Ross Williams · 13 min
- Are guest articles in trade magazines still worth our time?Press, reviews and being trustedRoss Williams12 minPress, reviews and being trusted · Ross Williams · 12 min
- Can we just do content, or do we need PR and a better website too?Costs, returns and the business caseDavid Adams12 minCosts, returns and the business case · David Adams · 12 min
- Do awards and accreditations make ChatGPT more likely to recommend us?Press, reviews and being trustedRoss Williams12 minPress, reviews and being trusted · Ross Williams · 12 min
- Do backlinks still matter for ChatGPT and AI search?Press, reviews and being trustedAshley Kenerson12 minPress, reviews and being trusted · Ashley Kenerson · 12 min
- Do our B2B buyers really look at our website on their phones?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Does ChatGPT prefer long articles or short ones?Content that gets quotedAshley Kenerson11 minContent that gets quoted · Ashley Kenerson · 11 min
- Does ChatGPT prefer newer content, and how old is too old?Content that gets quotedAshley Kenerson13 minContent that gets quoted · Ashley Kenerson · 13 min
- Does ChatGPT trust press coverage more than our website or our ads?Press, reviews and being trustedAshley Kenerson12 minPress, reviews and being trusted · Ashley Kenerson · 12 min
- Does our website platform affect whether ChatGPT can read our site?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Does publishing our own research help ChatGPT recommend us?Content that gets quotedAshley Kenerson13 minContent that gets quoted · Ashley Kenerson · 13 min
- How can a private equity firm tell whether ChatGPT recommends its portfolio companies?Sector guidesRoss Williams11 minSector guides · Ross Williams · 11 min
- How can we tell which of our new leads came from ChatGPT?Costs, returns and the business caseAshley Kenerson12 minCosts, returns and the business case · Ashley Kenerson · 12 min
- How do AI crawlers read my website, and are we letting them in?Getting named by AI assistantsDavid Adams11 minGetting named by AI assistants · David Adams · 11 min
- How do I know whether our website is actually working?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- How do I organise our content so AI assistants see us as the expert?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- How do we audit our existing content for AI assistants?Content that gets quotedAshley Kenerson13 minContent that gets quoted · Ashley Kenerson · 13 min
- How do we build a simple dashboard to track AI recommendations?Costs, returns and the business caseAshley Kenerson12 minCosts, returns and the business case · Ashley Kenerson · 12 min
- How do we choose a firm to help us get recommended by ChatGPT?Costs, returns and the business caseDavid Adams12 minCosts, returns and the business case · David Adams · 12 min
- How do we find out whether ChatGPT is recommending our firm?Costs, returns and the business caseAshley Kenerson12 minCosts, returns and the business case · Ashley Kenerson · 12 min
- How do we get trade journalists to call us for comment?Press, reviews and being trustedRoss Williams12 minPress, reviews and being trusted · Ross Williams · 12 min
- How do we measure the return we get from our website?Websites that bring work inAshley Kenerson12 minWebsites that bring work in · Ashley Kenerson · 12 min
- How do we turn our own data into coverage in the trade press?Press, reviews and being trustedAshley Kenerson12 minPress, reviews and being trusted · Ashley Kenerson · 12 min
- How does a commercial property firm get named when businesses ask ChatGPT?Sector guidesRoss Williams13 minSector guides · Ross Williams · 13 min
- How does a construction firm get named when clients ask ChatGPT?Sector guidesRoss Williams10 minSector guides · Ross Williams · 10 min
- How does a health tech or healthcare supplier get recommended by ChatGPT?Sector guidesAshley Kenerson12 minSector guides · Ashley Kenerson · 12 min
- How does an architecture practice get recommended by ChatGPT?Sector guidesRoss Williams12 minSector guides · Ross Williams · 12 min
- How does our agency get named when clients ask ChatGPT for one?Sector guidesRoss Williams13 minSector guides · Ross Williams · 13 min
- How does our training company get recommended when HR asks ChatGPT?Sector guidesAshley Kenerson12 minSector guides · Ashley Kenerson · 12 min
- How long does PR take to work, and what should a year look like?Press, reviews and being trustedRoss Williams11 minPress, reviews and being trusted · Ross Williams · 11 min
- How much does AI search optimisation (GEO) cost in the UK?Costs, returns and the business caseDavid Adams12 minCosts, returns and the business case · David Adams · 12 min
- How should we organise our website so buyers and AI understand it?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Is being named by ChatGPT cheaper than paying for Google Ads?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- Is our website technically ready for ChatGPT and AI search?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Should I still pay a marketing agency now that AI can do the work?How buying is changingRoss Williams12 minHow buying is changing · Ross Williams · 12 min
- Should our content answer the questions our customers actually ask?Content that gets quotedRoss Williams13 minContent that gets quoted · Ross Williams · 13 min
- Should we build a glossary so AI assistants use us as the reference?Content that gets quotedAshley Kenerson12 minContent that gets quoted · Ashley Kenerson · 12 min
- Should we redesign our website or keep improving the one we have?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- Should we turn our webinars and podcasts into written content?Content that gets quotedRoss Williams12 minContent that gets quoted · Ross Williams · 12 min
- Template or custom website: which does a B2B firm need?Websites that bring work inDavid Adams11 minWebsites that bring work in · David Adams · 11 min
- We rank first on Google. Why does ChatGPT not mention us?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- What are Google AI Overviews and what do they mean for my firm?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- What does an article that ChatGPT actually quotes look like?Content that gets quotedAshley Kenerson12 minContent that gets quoted · Ashley Kenerson · 12 min
- What does ChatGPT tell candidates about working at my firm?Press, reviews and being trustedRoss Williams12 minPress, reviews and being trusted · Ross Williams · 12 min
- What does it cost us to leave our website unchanged for years?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- What happens when buyers let an AI agent build the shortlist?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- What is AI share of voice, and how do we compare with competitors?Costs, returns and the business caseAshley Kenerson12 minCosts, returns and the business case · Ashley Kenerson · 12 min
- What is E-E-A-T and why do AI assistants care about it so much?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- What is it costing us not to be recommended by ChatGPT?Costs, returns and the business caseDavid Adams11 minCosts, returns and the business case · David Adams · 11 min
- What makes a buyer trust our website enough to get in touch?Websites that bring work inDavid Adams12 minWebsites that bring work in · David Adams · 12 min
- What should my website do now that visitors arrive pre-sold by AI?How buying is changingRoss Williams12 minHow buying is changing · Ross Williams · 12 min
- Which accountant does ChatGPT recommend, and why is it not us?Sector guidesRoss Williams12 minSector guides · Ross Williams · 12 min
- Which AI assistants do buyers actually use, and how do they differ?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- Which kinds of PR actually win work for a B2B firm like ours?Press, reviews and being trustedRoss Williams11 minPress, reviews and being trusted · Ross Williams · 11 min
- Which sources does ChatGPT cite when a B2B buyer asks who to hire?Getting named by AI assistantsDavid Adams12 minGetting named by AI assistants · David Adams · 12 min
- Why does ChatGPT describe my firm wrongly, and how do I fix it?Getting named by AI assistantsDavid Adams13 minGetting named by AI assistants · David Adams · 13 min
- Why does ChatGPT ignore our website when we have hundreds of pages?Getting named by AI assistantsDavid Adams13 minGetting named by AI assistants · David Adams · 13 min
- Why does ChatGPT name other debt collection agencies and not us?Sector guidesRoss Williams12 minSector guides · Ross Williams · 12 min
- Why does ChatGPT never quote our blog, and how do we fix it?Content that gets quotedAshley Kenerson12 minContent that gets quoted · Ashley Kenerson · 12 min
- Why does ChatGPT recommend other energy firms when businesses ask?Sector guidesAshley Kenerson10 minSector guides · Ashley Kenerson · 10 min
- Why does ChatGPT recommend other insurance brokers and not us?Sector guidesAshley Kenerson13 minSector guides · Ashley Kenerson · 13 min
- Why does ChatGPT sound unsure about our firm, and how do we fix it?Press, reviews and being trustedAshley Kenerson13 minPress, reviews and being trusted · Ashley Kenerson · 13 min
- Why is our website traffic falling when our rankings have not?How buying is changingAshley Kenerson12 minHow buying is changing · Ashley Kenerson · 12 min
- Will a cheap AI search package get us recommended by ChatGPT?Costs, returns and the business caseDavid Adams10 minCosts, returns and the business case · David Adams · 10 min
- Will ChatGPT and Google quote content written with AI or for SEO?Content that gets quotedAshley Kenerson12 minContent that gets quoted · Ashley Kenerson · 12 min
- Will UK and EU regulation change who AI assistants recommend?How buying is changingRoss Williams12 minHow buying is changing · Ross Williams · 12 min