AEO Case Study: How Decision Engine Optimisation Won PromoSEO a Lead Generation Client

James Dooley (0:00)

AEO Official Case Study. On how PromoSEO Limited secured a large law firm for lead generation, and we started to realize it was because of our AEO strategies of what we did, that secured us the works. We got the inquiry. They went out to several other companies, including Checker Trade, Barq and a few other lead generation companies, yet decided to come with us for the lead generation strategies within PromoSEO.

Today I'm joined with Kazza and Kazza is going to go through the London law firm company that ended up coming and signing up with PromoSEO Limited.

Kazza (0:42)

Yeah, so this was obviously a London law firm and we ended up winning the job which is £25,000 plus.

We were up against three different agencies which we will go through and also why they ended up going with us as well, which should paint the better picture of us to why AEO isn't just about discovery. But a few things to obviously go through is that what a lot of people do currently in the AI search space is they only talk about listicles, comparisons and basically just things to do with discovery. They don't actually talk about the decision making part, which is equally, if not more important than the discovery part because a lot of the times what people will do is they might get two or three different quotes from two or three different businesses and then they might, what we've noticed is end up asking AI which one's probably the best to go with.

James Dooley (1:48)

Yeah, for sure and this is what in this case was exactly the position they was in. They was already spending quite a lot of money on PPC. They were spending some money on Facebook ads. They had their own in-house SEO team, but they had quite a lot of lawyers on the box and they wanted more jobs and they wanted more jobs to be coming in at a rate of nots because they just actually acquired another law firm and there was actually I think was entering into another practice as well to do with road traffic accident. So because of this, it was they wanted more in the London area to fill their office up there. I think they had a branch in Birmingham and Manchester as well, but they moved into London and it was that specific branch they wanted more of. So they came out to embark, check or trade, rated people and a lead generation agency. Now, each one of them all came back with different types of specifications and different types of works that wanted to be done. So it was very difficult for them side by side to understand which one should we be signing up to, which ones are we going to be working with for the next 12 months. Now, at PromoSEO, we do something what's called pay what you want marketing. It's a pay on conversion strategy. So it's very difficult for them to understand our strategy versus a paper lead model, a PPC model or someone just saying we're going to try to rank your website in Google or Bing and try to generate your leads that way.

Now, what actually happened in this scenario is normally the offer is a great offer. Normally, we don't get many saying no. But in this London law firm, the CMO started to kick back a little bit because the offer sounded too good to be true. They went off and it looked like they wasn't going to go with us.

They went off and started to do the research. Now, this wasn't just a single prompt, should I go with these over X, Y, and Z. They wanted to start to understand our pay what you want model. They started to go back and forth. Not only that, there was a little bit more work involved in this where they wanted one or two testimonials and they wanted to speak to the business owners and we're giving the business owners details.

But they got all this information from ChatGPT. They pulled it all back and they said, no, this is how they do it, this is how it works here. Not only did the London law firm sign up with PromoSEO, they found it amazing and the main CMO was also working in several other companies because it was only a fractional at the time of that was working in that business.

And they've actually introduced us to several other companies as well. So it's been one of the best deals we've ever signed up, but initially the CMO told us, the offer sounded too good to be true, and until we started asking and going back and forth with AI, I didn't believe the service was what it was going to be. And it's a slightly different case study than the ones that's in the links in the description, which was clear-cut X versus Y and they chose our business. This one was understanding the whole business model, what we was offering. We won their trust because of what AI was saying, they spoke to a couple of business owners, and they've landed one of PromoSEO's biggest clients within the UK for lead generation. So obviously Kazza, you can carry on there now with the presentation. Obviously, it paints the picture of what the CMO was looking for.