Why Professional Services Firms Need to Act Now.
The impact of AI search on credential sites can’t be overstated. Artificial Intelligence (AI) is reshaping how potential clients discover and evaluate professional services firms. With AI-driven search engines like Google’s AI Overviews synthesising information and prioritising authoritative sources, firms relying on outdated websites are at risk of losing visibility and credibility.
AI Search: A New Reality for Professional Services
In May 2024, Google introduced AI Overviews in the US, with UK testing already underway. These AI-generated summaries provide users with instant answers at the top of search results, reducing the need for them to click through to multiple websites.
For professional services firms, this means that:
- AI algorithms prioritise sites with high-quality, informative, and authoritative content.
- Websites with weak authority scores may not appear in AI search results at all.
- Competitors who optimise their content for AI search could dominate the digital landscape.
The Risk of Being Invisible in AI Search
Imagine a potential client searching for your firm to verify credentials. Instead of finding your website, AI search results may direct them to a competitor who has:
- A stronger online presence, adhering to Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines.
- A high authority score, driven by backlinks, user engagement, and frequent content updates.
- Well-structured, AI-optimised content that directly answers client queries.
If AI search engines recommend a competitor as the “better option,” you risk losing a potential client before they even visit your website.
Why Websites Matter More Than Ever
Professional services firms often view their websites as “credential sites”—a static space to list expertise and contact details. However, the impact of AI search is making this mindset dangerously outdated.
Here’s why:
- AI Favours High-Quality Content – AI-driven search prioritises sites that provide valuable, engaging, and well-structured content.
- Organic Search Still Drives Traffic – Despite AI advancements, 53% of website traffic still comes from organic search. A poorly optimised website means missing out on new business.
- Low-Engagement Sites Are at Risk – AI search doesn’t reward sites that only provide basic credentials; it favours sites that educate, inform, and build trust.
How Potential Clients Use Credential Sites
Even with a personal referral, potential clients will conduct their own online research. They visit your website to:
- Validate your authority and expertise.
- Compare your firm with competitors.
- Assess whether you align with their needs.
A weak website experience at this stage can result in:
- Lost credibility – An outdated or minimal website can undermine trust.
- Competitive displacement – AI search may recommend a competitor instead.
- Missed opportunities – A lack of engaging content may cause prospects to look elsewhere.
EEAT: The Key to Thriving in AI Search
Google’s EEAT guidelines are now more crucial than ever. To improve your AI search visibility, focus on:
- Experience: Showcase case studies, testimonials, and practical applications of your expertise.
- Expertise: Publish thought leadership content, white papers, and in-depth guides.
- Authoritativeness: Build credibility with backlinks, media mentions, and expert collaborations.
- Trustworthiness: Ensure your site is transparent, accurate, and regularly updated.
Consequences of Ignoring AI Search Optimisation
Failing to adapt to AI search trends can have serious consequences:
- Declining traffic – AI-generated summaries may reduce clicks to your website.
- Lost business – If your firm isn’t optimised, AI search may favour competitors.
- Eroding credibility – A static website signals to clients that your firm is behind the curve.
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Action Plan: Future-Proof Your Website
- Invest in High-Value Content – Create educational resources, FAQs, and case studies.
- Optimise for AI and Traditional Search – Use SEO best practices, including schema markup and keyword optimisation.
- Manage Your Online Reputation – Monitor and respond to client reviews.
- Follow EEAT Principles – Demonstrate expertise, credibility, and trust.
- Rethink Your Website Strategy – Treat your site as a dynamic resource, not a static brochure.
Conclusion: The Time to Act Is Now
AI search is here, and it’s changing the rules of online visibility. Professional services firms that fail to adapt risk losing clients to competitors who embrace AI search optimisation. Do not make the mistake of underestimating the impact of AI search on your business.
Don’t let AI push you into obscurity—take action now to enhance your digital presence and ensure your firm remains the first choice for potential clients.
Download the full paper here to explore AI search strategies in detail.
Joanne Timney FCIM
Joanne is a Fellow of the Royal Chartered Institute of Marketing, an award-winning content marketer, neuromarketing expert and published author. With over 35 years’ experience, she also teaches Behavioural Design and Communication Theory at post graduate level at universities in the UK and USA. She is published in 7 countries and regularly speaks at conferences.
