Proof
The work behind clearer service websites.
A website should help buyers recognize the value your business offers. See how we approached that job for an HR advisory firm and a broader business-services company, with the work and search figures behind each story.
Two free steps before anything is sold.
A percentage can make growth look impressive. But the numbers it started from…
- What were the starting numbers?
- Which dates does this cover?
- Where did these figures come from?
- How much did the actual numbers change?
- Did people see the site or click through?
- What changed on the website?
- How similar is this business to mine?
- How long did this change take?
- What else could have affected the result?
- Did the change last?
- What does this result leave out?
- What can this tell me about my own site?
Find a starting point like yours.
The HR firm needed clearer ways into its services. Xporate needed a website that reflected the breadth of its business. Start with the problem that sounds familiar, then explore the work.
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HR advisory: help buyers find the right expertise.
A fractional HR firm for startups had its offer on one page. We organized its services into eight named choices and added a chooser that connects specific business problems to relevant help.
Google impressions a day, rounded
- 1 January to 28 February 2026, 59 days
- 13
- 1 July to 26 September 2026, 88 days
- 69
Google clicks a day
- 1 January to 28 February 2026, 59 days
- 0.22
- 1 July to 26 September 2026, 88 days
- 0.66
Google Search Console, Web Search. Daily averages for the dates shown, captured 2 October 2026.
The later period recorded more daily impressions and clicks. Visibility fluctuated between the periods, including 207.3 impressions a day in April. These are search results, not enquiry or sales figures, and do not isolate the effect of individual changes.
For a service business whose expertise needs clearer ways in.
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Xporate: the business was bigger than its website.
Xporate helps founders in India find a workspace and set up and run the company behind it. Its old site led with a workspace search box. We built a broader website around what the business actually offers and launched it in June 2026.
Google impressions a day
- March to May 2026
- 463
- 1 July to 26 September 2026
- 1,143
Clicks a day
- March to May 2026
- 7.1
- 1 July to 26 September 2026
- 14.2
Web Search property totals. March to May: 92 days. July to 26 September: 88 days. Daily averages account for period length.
28% of clicks from the brand name
Daily clicks averaged 14.2 compared with 7.1 in the earlier period. The recorded share of clicks from searches containing the brand name fell from 45.2% to 28.2%; disclosed examples include virtual-office searches by city. This shows the search picture beyond the brand name. It does not measure enquiries or sales.
Relevant when a site explains only part of the business.
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Welsh manufacturer: enquiries closer to a buying decision.
A July 2026 rebuild was followed by monthly work. The client’s feedback focused on the readiness of the enquiries it attributed to ChatGPT.
A manufacturer in Wales reported a first ChatGPT-referred enquiry from a buyer close to a decision, followed by further enquiries during monthly work. Client feedback recorded on 1 October 2026.
How prepared a buyer is matters alongside how they found you. This is client-reported experience, rather than a measured enquiry or sales uplift.
See how setup and ongoing work fit together.
Start with a comparable business problem. The scope for your website follows from what we find there.
Understand what changed and why it mattered.
A useful case study connects the business problem to the work and the result. We show the pages, the source of the figures and the dates so you can judge how relevant the example is to you.
What to look for in a case
- The starting point. What the website needed to explain better.
- The work. The structure, pages and choices we changed.
- The result. Dated search figures or clearly attributed client feedback.
- The context. What the figures measure and how the periods compare.
- The fit. What is useful for your own business.
A clearer basis for the next conversation.
For your business, we agree the goal and measurement before work starts. The cases above show their own historical periods; your plan starts with your own baseline.
Research, run on real sites.
Our AI Visibility Benchmark, edition 2026.06, reviewed 50 service-business websites using a published rubric for discoverability, clarity, supporting evidence and next steps. It is a website review, not a measurement of how often assistants recommend each business. The dataset, method and limits are published with it.
Bring your website into the conversation.
You do not need to decide on a rebuild or an ongoing plan from a case study alone. Bring your site and the business you want it to support. We’ll use the Clarity Call to discuss where the work should begin.
Questions
Which case should I start with?
Read the HR advisory case if several services sit behind one broad offer. Read Xporate if your website explains only part of what your business does. Xporate serves buyers in India; the starting-point lesson is about presenting the full offer.
Where do the results come from?
The search figures come from the clients’ Google Search Console records, with dates beside each comparison. The manufacturer story is client feedback. Search activity and reported enquiries are different types of evidence.
Would we need the same changes?
Your starting point decides the work. We look at your services, the questions buyers bring and what the website already does well before recommending a clearer page, a rebuild or ongoing work.
How will you measure our progress?
We agree the goal before starting. Our planned reading gives a change 14 days to settle, then compares 28 days with the previous 28. We review search activity alongside the enquiry information available from your business. The historical cases here retain their own stated dates.
Why are some clients not named?
They are unnamed by agreement. We share the work and results we can publish while protecting the client’s identity.
How do we find out what our website needs?
Start with a free Outside View. We assess how your website presents the business, then discuss the priorities on a free Clarity Call before proposing paid work.
See where you stand first.
Send us your website. Within two business days you know how your business looks from the outside, in writing, free. Then a free Clarity Call sets the direction and the price.