Get found, and cited, when buyers ask AI
A custom contract-furniture brand that designs, fabricates and delivers furniture programs for hotels, restaurants, wineries, multifamily developments and workplaces. Their buyers are architects, interior designers, specifiers and developers, people who research hard before they ever pick up the phone, and a growing share of that research now starts in AI tools.
When a single hospitality or multifamily program can furnish an entire property, one new conversation with the right specifier can pay for the entire program many times over.
The brand had a beautiful site and deep expertise, but zero pages showing up as sources in AI answers. Much of its most valuable content, materials, catalogs and brochures, lived in PDFs that people struggle to read on a phone and that AI tools rarely use. The mission: turn that expertise into pages AI tools can read, trust and cite.
From invisible to a trusted AI source
794 AI citations
AI answers have cited the brand’s website 794 times, up 166% compared with the previous period.
September 17 to October 9, 2026 vs. the previous period. Source: Searchable AI visibility tracking.
0 → 20 pages cited in AI answers
20 of the brand’s own pages are now used as sources in AI answers, up from zero. The pages cited most are its solutions, mission, collections and industry pages: clear, well-structured web pages that answer what buyers actually ask.
September 17 to October 9, 2026. Source: Searchable AI visibility tracking.
In about four months
All of this happened in about four months from kickoff, with the biggest jump arriving right after the new pages went live.
Optimize → Create → Distribute
The brand’s team had the answers specifiers and developers were searching for. Too much of it sat in PDFs and too little of it was on the website, so buyers couldn’t find it, and neither could AI. We changed that with our three-part system:
Optimize
We fixed the technical issues that kept AI crawlers and buyers from reading the site: titles and descriptions, image descriptions, social previews, indexing and mobile display.
Create
We launched 17 new pages built around what specifiers and developers ask: industry pages, a specifier’s guide, an FAQ, a materials glossary and collection stories. Key PDF content is being rebuilt as real web pages.
Distribute
With the onsite foundation in place, we began building the brand’s footprint across the web: earned mentions, digital PR and citations from the sources AI tools trust.
The 20 pages cited today are the starting line
AI search rewards brands that are easy to understand and widely corroborated. Every new page gives AI tools another clear answer to cite. Every earned mention gives them another reason to trust it.
The more places buyers meet your expertise, the more of them show up ready to talk.
New content ships in quarterly waves. Technical updates and offsite work happen every day and every month.
Content keeps earning citations. Citations keep building trust. Trust keeps sending buyers to your sales team. This is growth that compounds month after month, not a spike that fades.