The Challenge
The firm’s website had long been viewed as a cost of doing business rather than a potential revenue engine. Inquiries through the previous contact form were often spam or came from prospects outside the firm’s ideal client profile, reinforcing a belief among the partners that website leads weren’t valuable.
At the same time, the way prospects find professional services firms was rapidly changing. Buyers increasingly turn to AI tools like ChatGPT, Claude and Perplexity to research and shortlist providers, and that traffic is becoming harder to see in standard analytics reports. When the firm decided to rebuild its website, it needed a site written to be found and understood by both people and large language models (LLMs), along with a reliable way to know where new inquiries were coming from.
How Inovautus Helped
1. Shaped the site structure alongside the firm’s developers. We worked closely with the firm’s web development team throughout the rebuild, providing strategic input and guiding the site's structure so that services, expertise, and next steps were easy for visitors and AI tools alike to navigate and interpret.
2. Rewrote the website copy with AEO in mind. Every page was rewritten from an answer engine optimization perspective, applying current best practices in content and structure so the firm’s expertise could surface in AI-generated answers. The copy was always written for human readers first, but it was also designed around how large language models read, summarize, and recommend firms, making this one of the first sites we approached with both audiences in mind from the very start.
3. Built lead source attribution into the contact form. The contact form was redesigned to include a “How did you hear about us?” question with AI search listed as an option. It was created as a multi-select question to reflect the reality that prospects often encounter a firm through several channels before reaching out, and kept it optional to reduce friction. This gives the firm a clearer view of how prospects are finding them, even as AI-driven traffic becomes less visible in analytics platforms.
Results
The new site launched August 2026.The figures below reflect approximately two months of data:
84.2% higher monthly lead rate: The previous form generated 152 leads across 16 months, averaging 9.5 per month. In its first two active months, the new form generated 35 leads - an average of 17.5 per month, around 1.8x the previous rate.
High-quality, marketing qualified leads: The new submissions aren’t spam or vendor pitches - they’re genuine marketing qualified leads from prospects actively looking for the services the firm provides. One inquiry that came through AI search has already turned into a potential six-figure potential engagement.
533.8% increase in conversion efficiency: Submissions per page view rose from 3.16 to 20 on the new form; a strong early sign that the restructured site and copy are moving visitors to take action.
Search as the largest lead source: Combining AI search and traditional search, search accounts for 48.6% of new submissions, making it the top source of new inquiries.
A website that works as a revenue engine:With more inquiries, better-fit prospects, and a clearer view of where they come from, the firm now has early evidence that its website can bring in meaningful new business.
Because the new form has a shorter run history and lower traffic volume than the previous one, we’re treating these results as a strong early signal rather than a long-term benchmark, and will continue tracking lead volume, sources, and quality over time.
