AI SEO Success: Driving a 40% Lead Conversion Rate from LLM Referrals for a User Research Client

Discover how our innovative AI SEO strategy delivered a 40%+ traffic-to-lead rate, 100% Lead to RFQ conversion, and a measurable pipeline uplift for our user research client! 

Background

Our client — a specialist in qualitative and user research — is trusted by brands and agencies across the UK.

Their tailored recruitment helps research teams uncover human insights that drive smarter decisions — and together, we’re helping them reach even more clients who value that precision and quality.

The Opportunity

Our client already had a strong reputation and impressive digital performance. But when AI-driven search began reshaping how people discover suppliers, we spotted a chance to get ahead of the curve.

Our hypothesis was simple: if we could optimise content for AI and large language model (LLM) SEO, we could capture high-intent, commercial traffic before competitors even realised it was happening. 

Before this initiative, there was no tracked visibility or funnel impact from AI referrals. We estimated a 5% traffic-to-lead conversion rate would be a strong result vs other channels for this client. What actually happened went far beyond our expectations. 

The Solution 

To seize this opportunity, Angelfish Marketing partnered closely with our user research client to build and implement an AI SEO strategy that delivered measurable results from day one. 

• Optimising for AI discoverability: Refining content and technical SEO so their site could be easily read, referenced, and recommended by AI systems.
• Mapping high-value prompts: Targeting commercially relevant prompts such as “recommend a user research supplier”
• Aligning CTAs and landing pages: Tailoring key pages to match user intent and drive seamless conversion journeys.
• Implementing HubSpot tracking: Creating a dedicated AI/LLM referral channel to track visibility and conversions.
  

How We Did It 

Years of SEO groundwork made this success possible.

Our user research client had been implementing our Core SEO package for several years, creating a technically sound and content-rich foundation that we could layer AI optimisation onto. 

• Technical SEO: Fast, mobile-friendly, and fully indexable site structure.
• Content Strategy: Commercial, intent-driven landing pages and blog/pillar content.
• On-page Optimisation: Keyword-rich headings, metadata, and internal links.
• Authority Building: Backlinks and citations from credible sources.
• Continuous Measurement: Analytics and HubSpot tracking to measure performance and ROI.
  

The Power of Topic Clusters

At the heart of our SEO strategy lies the topic cluster model — a content framework that builds authority and enhances discoverability.

By organising the client’s content around central pillar pages such as “user research recruitment,” and supporting them with interlinked cluster pages such as “recruiting Gen Z for user research” we 

• Signalled expertise and authority to search engines and AI platforms.
• Enhanced natural link building and brand mentions.
• Improved site navigation and user experience.
• Strengthened internal linking and SEO value.
• Ensured content remains fresh, discoverable, and high-performing.

Adding the AI SEO Layer

When AI-driven search began influencing how buyers source suppliers, we added our AI SEO services to take performance to the next level. 

We introduced: 

• Prompt Research and Mapping: Identifying commercially valuable AI prompts and questions.
• Content Tailored for AI: Structuring and marking up content for machine readability and credibility.
• Technical AI SEO: Using schema markup and structured data to make content easier for LLMs to reference.
• AI Visibility Tracking: Capturing and analysing AI/LLM brand mentions and converted referrals in HubSpot.
• Continuous Optimisation: Monitoring visibility, conversions, and pipeline to stay ahead of evolving AI trends.

By combining years of topic cluster-driven SEO with cutting-edge AI SEO tactics, our client gained first-mover advantage — turning a new discovery channel into a consistent, high-converting lead source.  

The Results 

We'll let the numbers tell the story...

40.7% of AI referral visits converted to SQLs — four times higher than our original target.

100% of SQLs requested a quote — the highest RFQ rate we’ve seen across any channel.

11 x RFQs in pipeline from just 27 visits, marking a strong start for a brand-new channel.

Each customer can represent £50k+ in value, with many partnerships lasting years — giving these leads an exceptionally high lifetime value (LTV). 

Redefining What’s Possible

This campaign didn’t just open a new lead source — it redefined what AI SEO lead acquisition can achieve. Our AI/LLM SEO strategy didn’t just deliver more leads; it delivered better leads. Higher intent, higher quality, and higher long-term potential. 

Our initial expectation: a 5% conversion rate. 

The reality: 40%+ traffic to lead conversion, 100% lead to RFQ conversion, and high-LTV, relationship-driven opportunities.

Ready to Unlock AI SEO for Your Business?

AI SEO isn’t coming — it’s already here. If you want to capture high-intent traffic, attract better leads, and build sustainable pipeline growth, Angelfish Marketing can help. As your trusted B2B search agency, we combine strategic insight, technical expertise, and measurable digital marketing to help ambitious B2B brands stay ahead of the curve. 

Ready to see what AI Search can do for your business? Book in your free SEO session and let's get started!