How we help
AI Impact Assessment
Quantify the risk of zero-click search and demonstrate what you can gain from capturing AI-driven demand in an easily digestible snapshot that your board will actually read.
Zero-click search and AI assistants are quietly reshaping how people discover professional services organisations like yours.
On the surface, your visibility in Google looks healthy. Your rankings are improving and your content is appearing in more results than ever before.
But the benefits stop there. Despite stronger positions and greater exposure, fewer people are actually clicking through to your site.
The gap is widening because AI-generated answers and overviews are now resolving users’ questions before they ever reach you.
Our AI Impact Assessment sprint gives you a clear, data-driven view of:
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How exposed you are to the decline in traditional organic search
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How much value you’re already getting from AI-driven traffic
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What to do in the next 90 days to protect visibility and capture new demand
The rules are changing
The channel you rely on most is losing momentum:
For most organisations, reporting still treats “organic search” as a single, stable channel. However, in reality:
- Search results are increasingly answers, not links and your content can be seen without ever generating a click.
- AI assistants are starting to intercept demand, recommending organisations directly inside tools like ChatGPT and Perplexity.
- Standard GA4 dashboards don’t tell you how much risk this creates for your existing traffic, or how much upside there is from AI referrals.
You need a strategic response:
As a CMO or Head of Digital, you need a concise, defensible story you can take to your executive committee and partners:
- How dependent are we on organic search today?
- How much is being lost to zero-click behaviour?
- Are AI assistants already sending us valuable visitors?
- What should we actually do about it and in what order?
That’s exactly what the AI Impact Assessment is designed to answer.
What is the AI Impact Assessment?
A short, sharp, done-for-you analysis of your existing data that:
- Quantifies your dependency on organic search and the impact of zero-click behaviour
- Surfaces the early signal from AI and LLM referrals (ChatGPT, Perplexity, and others)
- Benchmarks engagement and conversion from AI visitors against your other key channels
- Translates the findings into a board-ready snapshot and clear next steps
It’s not a new tool or another dashboard. It’s a productised piece of thinking, built from your GA4 and search data, framed specifically for professional services leadership teams.
What you’ll receive
You’ll get a concise, leadership-ready package:
AI Visibility snapshot:
A PDF you can drop straight into an Executive Committee or board pack, including:
- Risk: The decline of Organic Search and the risk to your visibility
- Trend in organic sessions and share of total traffic
- Branded vs non-branded performance
- Impressions vs clicks vs CTR to illustrate zero-click impact
- Reward: What you can gain from capturing AI-driven demand
- Traffic and engagement from AI/LLM sources (e.g. ChatGPT, Perplexity)
- Conversion rates and lead quality vs organic search and other channels
- Role of AI referrals in broader user journeys
- Implications and priorities
- Headline risks and opportunities
- Recommended focus areas for the next 90 days
- How this connects to content, schema, measurement and your wider digital strategy
60–90 minute walk through session:
A live session with your CMO / Head of Digital and core team where we:
- Walk through the findings in plain language
- Answer questions and challenge assumptions
- Discuss the trade-offs and options available to you
Tailored support:
If you choose, the diagnostic rolls naturally into:
- A 90-day “Stay Visible” sprint to address the biggest risks and quick wins
- A wider 12-month AI Readiness programme covering content, UX and measurement
Our process
How it works
Translating your brands shifts in search performance and AI discovery into something concrete for your leadership team. We'll frame the problem, surface the evidence, and show what the next 90 days should look like.
Step 1
Scoping
We agree the domain(s), markets and time period to analyse, then take light-touch access to your GA4 and Search Console accounts.
Step 2
Analysis & build
We run our standardised analysis across:
- Organic search dependency and performance
- Zero-click symptoms (impressions vs clicks, CTR trends)
- AI/LLM referrals and other high-intent channels
We then build your tailored visibility snapshot using our AI Readiness framework.
step 3
Read-out
60–90 minute session with your stakeholders to walk through the findings, answer questions and lay out your 90-day "Stay visible" action plan.
Who is this for?
This diagnostic is designed for:
- CMOs and Heads of Digital in professional services organisations.
- Marketing and BD leaders who need a clear story for partners and boards.
- Organisations who are already investing in content and digital and want to stay ahead.
If you are asking:
- “Are we at risk of becoming invisible in AI-driven search?”
- “Are we already getting AI-referred traffic – and is it any good?”
- “How do we react to capitalise on AI-driven search?”
This assessment will give you concrete, evidence-based answers.
Book a 30-minute intro call
We help professional services firms redesign their website experience and content strategy for the age of AI.
Our AI Readiness framework tackles the four key challenges AI presents to marketers:
- Stay visible – mitigating the impact of zero-click search
- Own the conversation – teaching AI who you are and what you know
- Stand out – building distinctive content and digital assets
- Shape the future – continuously testing and scaling what works
The AI Impact Assessment is often the first step: a focused way to understand your current position and build momentum for change.