Situation: This PE-backed company’s buyers increasingly get their answers from LLMs instead of visiting the websites at a time when website traffic in general was dropping industry-wide.
Task: Keep the company discoverable as search moved to answer engines, and keep the website producing pipeline.
Action:
Drove a brand refresh across the website, events, and campaigns, aligning every asset to evolving messaging.
Used Profound and other AI tools to streamline content creation, optimization, and discoverability.
Built a Claude skill used by the cross-functional team to keep voice and positioning consistent.
Partnered with the PR agency and executives on thought leadership, pitch angles, keynote scripts, and messaging pillars.
Lead a three-person content, SEO/AEO, and design team, plus content, design, and web development contractors.
Result: Website visitors from LLMs rose nearly 50% quarter over quarter in H1 '26. Opportunity value from site form fills grew despite industry-wide drops in organic website visitors.