Digital marketing · Foundations
Website Development
We rebuild the website so a visitor, Google and AI assistants can all understand who the firm is for, what it does, and what happens when someone gets in touch.
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 practice pages sit behind tabs. Is that why AI assistants never name us?
- Accounting and finance
A buyer asks an assistant for an accountant and gets a directory. How do we become the firm?
- Medical and scientific
We hedge every claim. Is there anything left on the site that a patient can actually use?
- Travel and hospitality
The booking sites own the search. What is a rebuilt website supposed to do about that?
We rebuild the website so a visitor, Google and AI assistants can all understand who the firm is for, what it does, and what happens when someone gets in touch. Most professional services sites fail that test because the real explanation only appears after a click, or lives in a PDF. We rebuild the site as ordinary pages a person can read and a partner would be happy to send to a client.
This is not a visual refresh of the same structure. If the words and the way they sit on the page do not change, a new skin will not make the firm easy for an AI assistant to quote. Headings, prices, people and next steps belong in the page itself. Type, colour and photography do the rest. Cards, motion and a shell that only fills in after loading are what made the last site unreadable, and we will not rebuild them.
How this looks in your firm
In a law firm, practice pages often sit behind tabs, so a human visitor can find the work and AI assistants cannot.
In an accountancy, a buyer who asks an AI assistant for an accountant is sent to a directory because the firm's own pages never state, in plain sentences, who they act for.
In a medical or scientific practice, every claim is so hedged that a patient cannot use the page, and there is nothing left to quote.
In travel and hospitality, the booking sites own the search. A rebuilt operator site still has to verify the stay for a guest who arrives from AI assistants.
The rebuild starts with those sentences, not with a new palette. Legal, accounting and medical firms feel this first, because their sites were often built as applications. Travel has a different pattern, and we say so rather than forcing the same build onto every sector.
What you get
These are the concrete things the engagement delivers, not only a report and an invoice.
A rebuilt site on the same approach we use for our own: pages that arrive complete, typed content, and nothing fetched later just to show the words.
Each important claim sitting in the page itself, including answers inside closed accordions that can still be quoted.
Permanent redirects from the old addresses, mapped to the nearest live equivalent rather than dumped on the home page.
A staging review with the people who have to defend the copy, and a reading of what Google and AI assistants can see from launch.
MeasurementHow we know it is working
We report whether the pages that matter are present as soon as the page loads, whether the links between them work, and whether Google and AI assistants can fetch the site without being blocked.
Rankings and AI mentions move on a slower clock, usually three to six months, and we do not pretend a launch week will show them.
The commercial test is whether a visitor can tell in ten seconds if you are the right firm, and whether an AI assistant has a clear sentence it can quote.
Both are checkable from the published pages.
Measurement of what is actually being read is included, so you can see that, not only what a dashboard reports.
Who this is not for
If you want to keep the same words and the same structure with a fresher look, a redesign will not change how the firm is found. We rebuild websites around what the pages say, so the writing has to be part of the work.
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
Do you have to rebuild the whole website?
Often, and we will say so at the first review rather than six weeks in. If the current site only shows its real content after the page has finished loading in a browser, no amount of writing on top of it will make AI assistants quote it, because those tools never take that extra step. Where a rebuild is not justified we work within what exists and say plainly what that ceiling is. The decision is commercial as well as technical: a three month content programme on a site that cannot be read is wasted money, and we would rather refuse that work than take it.
Will the new site still look like a professional services firm?
Yes. The job is to make the firm easy to verify, not to make it look like a start-up. Headings, prices, people and next steps sit in the words on the page. Visual design stays quiet: type, colour and photography, not cards and motion. Partners should be happy to send the address to a client, and an AI assistant should be able to quote a sentence without needing the rest of the page.
What happens to the old URLs?
They are mapped, permanently, to the nearest live equivalent. AI assistant crawlers spend a large share of their visits on missing pages, so a broken address is not a small housekeeping issue. We do not send retired pages to the home page unless nothing closer exists. The redirect list lives with the rest of the site, which means it cannot drift from what is actually published.