Your next customer
may ask AI before
they ask you.
If someone uses ChatGPT, Perplexity or Gemini to research firms like yours, do you know whether you appear, how you are described, and which competitors are recommended instead?
The AI Visibility Scorecard gives established service firms a clear, evidence-backed view of how AI engines find, understand, trust, work with and cite their business.
£2,500
FIXED SCOPE / 10 WORKING DAYS
Three named competitors. 10-15 key pages reviewed. Built for decisions, not more noise.
SECTION 01 // DIAGNOSIS
The shift you are feeling.
Your marketing may not have stopped working. It may just be working in a market where the discovery journey has changed.
For years, the playbook was fairly stable: improve the website, publish useful content, build search visibility, keep refining the journey. Those things still matter. But they are no longer the whole picture.
Buyers are now using AI tools to research options, compare firms, summarise websites, and make sense of who to trust. They may arrive at your site later, with a shortlist already forming, or with assumptions shaped by what an AI engine has told them.
That creates a quieter risk for established service firms: you can keep investing in marketing and still not know whether AI engines understand your offer, surface your proof, or mention your competitors more confidently than you.
When buyers use AI to understand the market, are we showing up clearly, accurately and credibly?
SECTION 02 // OBJECTION
Why the usual answers do not work.
Most AI advice for businesses is still additive. Some of it may help. But it does not answer the first question: what is actually happening to your business when AI engines research your market?
If ChatGPT misdescribes your offer, more content will not automatically fix it. If Perplexity finds stronger proof for a competitor, another blog post may not be the priority. If Gemini cannot understand the structure of your key service pages, adding an AI feature misses the point.
The first move is diagnosis.
Before you invest in more activity, you need to know whether AI can find you, understand you, trust you, work with your site, and cite you as useful evidence. That is what the AI Visibility Scorecard is built to show.
The standard advice
Add this tool. Use this prompt. Publish more content. Put AI in the workflow. Ask your agency about GEO.
SECTION 03 // THE PRODUCT
What the Scorecard is.
The AI Visibility Scorecard is a fixed-scope audit for established service firms that want to understand how they appear in AI-shaped buyer research.
Over 10 working days, I test what ChatGPT, Perplexity and Gemini say about your business and three named competitors. I review 10–15 of your most important pages, then score your firm across five dimensions.
You receive a clear Scorecard showing where you are strong, where you are exposed, and what to fix first. The output is not a long strategy report. It is a decision artefact.
FIVE PRACTICAL QUESTIONS
-
Q_01
Can AI engines find you when buyers ask about your market?
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Q_02
Can they explain what you do accurately?
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Q_03
Do they find enough proof to treat you as credible?
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Q_04
Can AI-powered browsers and agents work with your site?
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Q_05
Can your content be cited or used as evidence in an answer?
SECTION 04 // FRAMEWORK
The five dimensions of AI visibility.
Five buyer-facing dimensions. Together, they show whether AI engines can recognise, explain and recommend your business in the moments where customers are forming a view.
Findability
Can AI engines discover and surface your firm when buyers ask about your market, services or problem space?
If you are hard to find, you may not enter the buyer's consideration set at all.
Understandability
Can AI engines accurately explain who you help, what you do, and when you are the right fit?
If your offer is unclear or inconsistently described, buyers may misunderstand you before they ever speak to you.
Trustworthiness
Can AI engines find enough proof, specificity and credibility signals to treat your firm as a confident recommendation?
If your evidence is thin, generic or buried, competitors may look safer by comparison.
Agent-Readiness
Can AI-powered browsers and agents work with your site, content, forms and key journeys?
If your site is difficult for agents to navigate or interpret, future buyer workflows may struggle to use it properly.
Citability
Can your content be quoted, cited or used as useful evidence in an AI-generated answer?
If your expertise is not extractable, specific or well-supported, AI engines have less reason to include you in the buyer's research journey.
SECTION 05 // ARTEFACT
What you get.
A practical Scorecard built to help you make decisions, brief the right people, and avoid spending more money on the wrong fixes.
- DEL_01Executive summary with your headline position and top priorities.
- DEL_02Five-dimension score across Findability, Understandability, Trustworthiness, Agent-Readiness and Citability.
- DEL_03Live AI-engine test results from ChatGPT, Perplexity and Gemini.
- DEL_04Competitor comparison against three named competitors.
- DEL_05Page review of 10–20 key pages from your website.
- DEL_06Page-by-page findings showing where the strongest and weakest signals sit.
- DEL_07Prioritised action list ranked by value, effort, confidence and urgency.
- DEL_0890-day priority view so you know what to fix first, what to defer, and what to monitor.
- DEL_09Delivery call to walk through the findings and decide the next step.
The aim is not the longest possible list of recommendations. It is to give you a clear view of where you stand, what matters most, and which actions are worth taking next.
Headline position & top three priorities.
vs. three named firms.
Fix first / defer / monitor.
SECTION 06 // METHOD
How it works.
Designed to be clear, contained, and easy to run alongside normal work. Seven steps over ten working days, with two short calls and a contained intake.
Fit call
We start with a short call to check whether the Scorecard is the right tool for your situation. If there is not enough website, content or customer journey to review, I will say so.
Intake
You share the context needed to judge the findings properly: your core services, ideal customers, main competitors, priority pages, and any current concerns about marketing, enquiries or visibility.
AI-engine testing
I test how ChatGPT, Perplexity and Gemini describe your firm, your market and three named competitors using a consistent set of buyer-style prompts.
Page review
I review 10–20 key pages from your site against the five Scorecard dimensions: Findability, Understandability, Trustworthiness, Agent-Readiness and Citability.
Scorecard production
I turn the evidence into a scored view of your current position, with competitor comparisons, page-level findings and prioritised recommendations.
Delivery call
We walk through the Scorecard together. You leave with a clear view of what to fix now, what to hand to your team or agency, and what to defer.
Next-step decision
Three possible routes: fix the priority actions with your existing team, use a Systems Design Sprint for cross-functional fixes, or monitor the lower-priority issues.
SECTION 07 // FIT
Who it is for.
For established service firms where trust, explanation and comparison matter before someone enquires, books or buys. Usually around 30 people, led by a founder, MD or senior operations lead.
- Your website already plays a role in how customers find and assess you.
- You sell a considered service, not a simple commodity.
- Your buyers need to understand your expertise before they act.
- You are already investing in marketing, content, SEO, paid media, agencies or website improvements.
- Enquiries, traffic or lead quality feel less predictable than they used to.
- You want clear priorities before spending more on content, SEO, AI tools or a website rebuild.
- You have very little website or content to review.
- You want general AI training, not a diagnostic.
- You need implementation work inside the audit itself.
- You already have a mature internal AI and digital strategy team.
SECTION 08 // POSITIONING
How this differs from SEO or GEO.
SEO
"Can your pages rank?"
GEO
"Can AI systems extract, summarise and cite your content?"
AI Visibility Scorecard
"When a real buyer uses AI to understand the market, do you show up accurately, credibly and usefully beside the competitors they are also considering?"
A more commercial question than keywords, metadata or traffic.
The Scorecard tests how AI engines describe your business, whether they understand your services, what proof they can find, how you compare with named competitors, and where your website or content may be making the wrong answer more likely.
It does not replace SEO. It gives you a sharper view of what SEO, content, website and AI-readiness work should prioritise next.
SECTION 09 // NEXT
What happens after.
The Scorecard leaves you with a clear next decision, not a vague sense that there is more to do. After the delivery call, the priority actions usually fall into one of three routes.
Fix now
Recommendations handled by your existing team, agency, SEO consultant, web partner or content specialist. Clear, contained fixes where the owner is obvious and the work can move quickly.
Design the system.
Some fixes cut across website structure, service positioning, content evidence, schema, measurement, internal workflows or agency ownership. The follow-on is a Systems Design Sprint: a focused engagement to turn the highest-priority recommendations into a joined-up plan, working briefs, and testable changes.
Defer & monitor
Not every issue deserves immediate action. Some findings may be lower-value, lower-confidence, or less urgent. Those should be monitored rather than allowed to distract the team.
SECTION 10 // PRACTITIONER
Why Steve.
AI has made execution cheaper. Judgement is the scarce part.
I have spent more than a decade improving digital journeys through experimentation, product thinking, UX, conversion optimisation and measurement. That background matters here because the Scorecard is not about chasing AI trends. It is about working out what is likely to change customer behaviour, what evidence supports that view, and what is worth fixing first.
My work sits between business goals, customer needs and emerging technology. I am interested in the practical middle ground: where AI changes how people research and decide, and where established firms need to adapt without being pulled into hype, tool-chasing or generic advice.
The aim is simple: help you see how AI understands your firm, then decide what to do about it with evidence.
STEVE QUINLAN // TECHNICAL CURATOR
Product, UX, conversion optimisation. Applied to AI, with the business at the centre of every decision.
SECTION 11 // PRICE & SCOPE
Fixed scope.
Ten working days.
The next step is a 15-minute call to check your situation, your site, and whether there is enough evidence to review.
Included
- A fit call before we begin
- Intake and competitor selection
- Live AI-engine testing — ChatGPT, Perplexity, Gemini
- Review of 10–20 key pages
- Scoring across the five Scorecard dimensions
- Competitor comparison against three named firms
- Prioritised recommendations (value, effort, confidence, urgency)
- A 90-day priority view
- A delivery call to walk through the findings
Not included
- Implementation of the recommendations
- Ongoing SEO or content production
- Paid media management
- General AI training
- Custom AI tool development
- Long-term monitoring or retainer
SECTION 12 // OBJECTIONS
Frequent questions.
Is this an SEO audit?
No. SEO is part of the evidence, but the Scorecard asks a different question: how does your firm appear when buyers use AI to research, compare and understand their options?
It looks at visibility, clarity, credibility, competitor positioning, agent-readiness and whether your content can be used as evidence in AI-generated answers.
Is this a GEO audit?
It includes GEO, but it is broader than that. GEO usually focuses on whether AI systems can extract, summarise and cite your content. The Scorecard looks at whether your business shows up accurately, credibly and usefully in an AI-shaped buying journey.
Do I need to give you analytics access?
No. The Scorecard can run from public website and content evidence, plus a short intake.
Analytics, Search Console data or CRM context can make the recommendations sharper, but they are optional.
What if AI answers change?
They will. That is why the Scorecard is not based on one prompt or one answer.
I test across multiple AI engines, compare your firm with named competitors, review your website and content evidence, and look for patterns rather than treating any single answer as permanent truth.
Which AI engines do you test?
The standard Scorecard tests ChatGPT, Perplexity and Gemini.
If a different engine matters for your market, we can discuss whether it should be included before the work begins.
Can our agency implement the recommendations?
Yes. The Scorecard is designed to be useful for your existing team, agency, SEO consultant, web partner or content specialist.
You will receive prioritised recommendations and action briefs that can be handed to the right people.
What if our site is small?
A small site is fine if it already plays a meaningful role in how customers understand and assess your firm.
If there is very little website, content or customer journey to review, the Scorecard may not be the right first step. I will tell you that before we begin.
Do you implement the fixes?
Not inside the Scorecard. The Scorecard is a diagnostic and prioritisation product.
If the findings show that the priority fixes cut across website, content, schema, measurement or team ownership, the follow-on option is a Systems Design Sprint.
What happens after the Scorecard?
You leave with three possible routes: fix the priority actions with your existing team or agency, use a Systems Design Sprint for cross-functional fixes, or defer and monitor lower-priority issues.
The aim is to make the next decision clear, not to create dependency.