Digital marketing · Visibility
Digital PR and Off-Site Visibility
We earn mentions on the lists, directories and publications your buyers already trust, because most professional services recommendations in AI answers still point at somebody else's list.
The issue
The problem shows up differently depending on the firm. These are the questions we hear, in the words clients actually use, and the answer we would give in the room.
- Legal
The directories get cited. Our own site does not. Which lists actually matter?
- Accounting and finance
If the shortlist is always someone else's ranking, what is the point of our own pages?
- Medical and scientific
Which publications can we be in without a regulator asking why we advertised?
- Travel and hospitality
Tripadvisor already has the reviews. What mention would an assistant actually trust?
We work to get the firm mentioned in the places AI assistants already trust: the directories, lists and publications your buyers consult, and increasingly the professional communities and video channels where firms get discussed. Press coverage can help, but it is not the measure of success on its own. The real job is to become easy to quote away from your own website, on the specific lists your buyers, and the tools those buyers ask, already use to decide who is worth a call.
An AI assistant that finds you on a directory still has to verify you on your own site. Off-site work without a readable site is an incomplete result, and we will not sell it as a substitute. The language has to match as well: if the list is titled with the words a buyer uses, and your site uses a different phrase, you are invisible to both. We hold that language consistent on and off the domain.
How this looks in your firm
In a law firm, the shortlist is often a legal directory, a specialist publication, or a referral page AI assistants already trust.
In an accountancy, listing sites win the citation because they are structured and current, while the firm's own pages describe services in language that could belong to any practice in the city.
In a medical or scientific organisation, the question is which publications you can be in without creating an advertising problem for a regulator.
In travel and hospitality, review platforms already own a large share of mentions. The useful remaining work is the operator-level sources a guest, or an AI assistant, would use to verify the stay.
The programme names those sources rather than spraying outreach across a generic media list. If a list will not include firms that publish prices, that is a reason to publish them. If a list will not include you for another reason, we write that reason down rather than repeating the same email.
Legal, accounting and medical firms feel this first, because the lists in those sectors are the shortlist. Travel has a different pattern, and we say so rather than forcing the same programme onto every sector.
What you get
These are the concrete things the engagement delivers, not only a report and an invoice.
A named target list of directories, publications and communities your buyers use, not a generic media grid.
Outreach and listing work against that list, with the firm's category language held consistent.
Monthly reporting of new mentions and of whether those mentions are the kind AI assistants actually cite.
Coordination with the on-site work, because a mention that lands on an unreadable site is an incomplete result.
MeasurementHow we know it is working
We count eligible listings won, notable mentions, and whether the page those mentions send people to can still be read.
Recommendations in AI assistants are the commercial test and they move slowly, so we do not report it as a weekly score.
Three to six months is the honest window for a change in the shape of enquiries.
If nothing is moving in the mentions that matter by the second month, the target list was wrong, and we change it rather than repeating the same outreach.
We do not promise a particular list will include you.
We do promise to tell you why it will not, when that is the case.
Who this is not for
If you want general press coverage with no particular audience in mind, this is not the service. Everything we do away from your website is aimed at the specific lists, directories and publications your buyers actually read, so we will ask you to name them before we start.
An example of this work
Ranked on page one and invisible to every assistant
Disputes practice, north of England, around 40 partners. Anonymised.
Practice areas loaded on click, the case studies were PDFs, and the team pages were generated in the browser. Google could still read the site. The assistants their clients asked never quoted it.
Questions
Is this the same as traditional PR?
It uses some of the same relationships and none of the same success metric. A press cutting that never appears in a list AI assistants consult does not help you get recommended. Most professional services citations in AI answers point at third-party lists rather than at the firm's own site, so the work is to become eligible for those lists and to be described in the words they are titled with. Coverage still matters. Being quoted in the places buyers and models already trust matters more.
How long before this shows up in AI answers?
Changes on your own site can show up in days. Mentions on other sites run on a slower clock, usually three to six months before the shape of recommendations changes, because lists and directories update on their own cycle. We report new listings and notable mentions monthly so you can see progress before the commercial result arrives. If a list will not include firms that publish prices, that is a reason to publish them, not a reason to wait.
Do we still need to change the website?
Yes, in almost every case. An AI assistant that finds you on a directory still has to verify you on your own site. If the site cannot be quoted, the mention does not complete. We will not sell off-site work as a substitute for a site that hides its claims behind a click or a PDF. Where the site is already readable we say so, and the off-site programme can run without a rebuild.