Case Studies on Improving Visibility in ChatGPT: 10 Enquiries From 6 UK Businesses in 3 Months
Most agencies selling SEO say they can get your business recommended by ChatGPT. Few show how many enquiries that produced, or how it compares with everything else coming in.
These are ours: three months of tracked data, August to October 2026, from six UK businesses we work with. How many people ChatGPT sent to each site, where they landed, how many got in touch and how that compares with every form enquiry the business received. For your own business, our free AI visibility report shows who ChatGPT recommends when your customers ask.
The headline numbers
Between August and October 2026, across six clients:
140 visits from ChatGPT
10 contact form enquiries from those visits, roughly 1 in 14 ChatGPT visitors
104 form enquiries in total across the six websites over the same period
So ChatGPT accounted for just under 1 in 10 form enquiries
6 of the 10 ChatGPT enquiries started on the homepage, and 4 started on a specific service page
Two of the six only have Google Analytics data from mid-September 2026, so for those two, both the ChatGPT figures and the total enquiries cover mid-September to the end of October. We also fixed or set up form tracking on several sites in September. The monthly split of ChatGPT enquiries (1 in August, 3 in September, 6 in October) partly reflects better measurement, not just more enquiries.
A small fraction of their total enquiries
For five of the six businesses, ChatGPT brought in fewer than 1 in 5 of their form enquiries. For the business with the most enquiries overall, it was 1 in 31. Most of their work still comes in through other channels.
The ChatGPT figures are also a floor. Phone calls aren't tracked in Google Analytics, so anyone who read a ChatGPT answer and rang the number isn't counted. Neither is anyone who saw a business named in ChatGPT, then searched for it on Google, which shows up as an ordinary Google visit.
What makes this traffic worth having is who it brings. By the time these visitors land, an AI tool has already pointed them at the business as an answer to their question.
Six ChatGPT visibility case studies from UK businesses
Each business is described by its trade and area. They're ordered by how much of their form enquiries came from ChatGPT, from most to least.
An inspection company in the south of England
11 ChatGPT visits, 3 ChatGPT enquiries, 11 form enquiries in total since mid-September
Since tracking went live in mid-September, this business has had 11 form enquiries through its website, and 3 of them came from ChatGPT. That's the highest share of the six, from a very small sample. One enquiry more or less would move it a long way, and it's forms only: this business takes more enquiries by phone than through its website.
Most of the ChatGPT visits landed on service pages rather than the homepage. Two of the three enquiries came straight into a service and location page, one for a type of inspection in London and one for another in a nearby county, and both visitors enquired on the page they landed on.
One of those location pages also appeared third on Google for a 13-word search asking which inspection body offers the best service of its kind in the UK. Searches that long are usually written with an AI tool's help rather than typed by a person, and they're exactly the kind of search we build pages to answer.
A landscaping and building company in Surrey
7 ChatGPT visits, 2 ChatGPT enquiries, 11 form enquiries in total
Between August and October, this business had 11 form enquiries, and 2 came from ChatGPT. ChatGPT only sent seven visitors in that time, all in September and October, so two enquiries is a high hit rate from a very small number.
Four of the seven visits landed on the homepage, one on the brickwork page and one on a blog post about how deep gravel should be on a driveway. The September enquiry came in on the brickwork page and was sent from that same page. The October one came through the homepage.
A glass extension company in Yorkshire
66 ChatGPT visits, 2 ChatGPT enquiries, 20 form enquiries in total since mid-September
Google Analytics on this site starts in mid-September 2026. Since then, the business has had 20 form enquiries, and 2 came from ChatGPT. In October, ChatGPT sent 56 visits, about 2% of all the site's visits that month.
ChatGPT sent most of these visitors to high-ticket service pages rather than blog posts: luxury conservatories, winter garden conservatories, glass box extensions and period hardwood conservatories. One visitor came in on the glass box extensions page and went on to the contact page to enquire.
ChatGPT visitors also downloaded brochures 10 times, which we haven't counted as enquiries but which count for a lot on jobs of this size.
A garden designer in London
37 ChatGPT visits, 1 ChatGPT enquiry, 14 form enquiries in total
Between August and October, this business had 14 form enquiries, and 1 came from ChatGPT, in August. ChatGPT sent it more visitors than any client except the glass extension company, but the smallest share of them enquired: 1 in 37.
Most of those visits, 23 of the 37, landed on design-ideas blog posts: ideas for triangle-shaped plots, free border design templates, circular garden layouts and gravel gardens with pots. Those are informational searches. Someone looking for border templates is at the ideas stage, and plenty will do the work themselves.
Compare it with the inspection company, which turned 11 visits into three enquiries. Volume isn't the same as intent, and a case study that only reports traffic can't tell you which kind it's showing.
This is also a business where we've used the method set out further down. After the owner asked us about AI visibility, we checked the exact searches ChatGPT ran when asked for the best garden designer in their area, then published a post written to answer that search. In October, ChatGPT sent a visitor straight to that post.
A driveway company in the West Midlands
12 ChatGPT visits, 1 ChatGPT enquiry, 17 form enquiries in total
Between August and October, this business had 17 form enquiries, and 1 came from ChatGPT, through the homepage in October.
Half of the 12 ChatGPT visits landed on how-to and ideas articles: whether resin driveways are slippery, stamped concrete designs, looking after a pattern imprinted driveway and options for steep drives. Most of the rest went to service pages, a project page, the contact page and the homepage.
That's research traffic, from people weighing up materials or looking for ideas before they're ready for quotes. The articles still earn their place. Visits from Google and ChatGPT build the authority that helps the company's service pages rank, and service pages are where buyers land.
A conservatory roof company in Berkshire
7 ChatGPT visits, 1 ChatGPT enquiry, 31 form enquiries in total
This business had the most form enquiries of the six between August and October, 31, and just 1 came from ChatGPT. It's the clearest example here of ChatGPT being a small extra on top of everything else.
ChatGPT sent seven visitors in those three months. Four landed on the homepage and two on the conservatory roof replacement page. The one enquiry came in through the homepage in September.
What the six case studies have in common
Most ChatGPT enquiries start on the homepage. Six of the 10 landed on the homepage, which is what you'd expect when ChatGPT names a business and links to it. That homepage needs to show what the business does, where it works and why to trust it, with a contact form in view.
Service pages turn visitors into enquiries. Of the four ChatGPT enquiries that started on a service page, three were sent from that same page. Every service needs its own page with a form on it, so a visitor never has to go looking.
Blog posts bring readers, not buyers. No ChatGPT enquiry in this data started on a blog post. The posts still bring in visitors and authority, which is why we keep writing them.
ChatGPT sits on top of everything else. Across the six businesses, just under 1 in 10 form enquiries came from ChatGPT, and the business with the most enquiries got the smallest share from it.
Tracking has to be in place first. Several of these sites had no reliable form tracking until September 2026. Any agency showing ChatGPT results should be able to tell you exactly how they were measured.
How we get trades businesses into ChatGPT answers
ChatGPT visibility is SEO done properly. ChatGPT doesn't keep its own list of recommended businesses. When a question needs current information, it searches the web the way a person would and cites what it finds.
The difference is in the searches. OpenAI's help page on ChatGPT search explains that it rewrites a question into one or more targeted searches, and can follow up with more specific ones after seeing the first results. Ask it for a roofer in Rugby and it may well search for a lot more than "roofer Rugby", pulling in details from the question like the type of roof work or whether finance is available.
Our job is to find those searches and make sure our client's pages are the best answer to them. This is how we do it:
Ask the questions customers ask. We put real questions for the trade and area into ChatGPT, Gemini and Google's AI Overviews, and record who gets recommended.
Find the searches behind the answer. We use a few different tools to see the exact searches ChatGPT runs to build its answer. They're usually longer and more specific than anything a person types.
Check what the site already shows up for. Google Search Console shows the long, question-style searches a site already appears for. Searches of seven words or more are usually written with an AI tool's help, and they show which pages are close to being cited.
Build pages that answer the whole question. A page for each service, and for each area people treat as a separate place to search, written around those searches and backed with proof: reviews, qualifications, real project photos, and details like finance where the business offers it.
Build authority to those pages. Links from real sites that get real traffic, plus consistent listings across the web, so the pages rank and AI tools find the same details wherever they check.
Measure enquiries. ChatGPT visits and form submissions tracked in Google Analytics, reported every month alongside Google Search Console and the business's total enquiries.
None of this is separate from getting found on Google. Pages that rank well on Google tend to get cited by AI tools more often, so one piece of work covers both.
Frequently asked questions
How do I find a ChatGPT SEO agency in the UK?
Look for an agency that can show tracked enquiries from ChatGPT for businesses like yours, set against their total enquiries, not just visibility scores. Ask how it finds the searches ChatGPT runs and how it measures results. There's no separate ChatGPT SEO industry with its own qualifications. The agencies doing this well are SEO agencies that have kept up with how AI tools search.
Which UK agency can help get my business mentioned by ChatGPT?
We can, if you run a UK trades, construction or local service business. Every case study on this page is a Slingshot client. No agency can promise a mention, and OpenAI itself says there's no way to guarantee top placement in ChatGPT search. What we do is make your business the clearest, best-supported answer to the searches ChatGPT runs for your trade and area.
Which UK agency has the strongest track record for AI search visibility work?
There's no independent league table for AI search work, so the fairest test is the evidence each agency publishes. Look for tracked enquiries, real sample sizes, clear date ranges and totals to compare against, from businesses like yours. For trades and construction businesses, our record is on this page: between August and October 2026, 140 ChatGPT visits and 10 form enquiries across six clients, out of 104 form enquiries in total. We were also named SEO Agency of the Year at the British Agency Award 2026.
Which UK agency can help us get found in AI search results as well as Google?
We can, and it's one job rather than two. AI tools search the web and tend to cite pages that already rank well, so the work that gets you found on Google is the same work that gets you cited by ChatGPT, Gemini and Google's AI Overviews. For trades businesses, that covers a new website where you need one, your Google Business Profile, service and location pages, links from real sites, and Google Ads, all in one monthly fee. We're based in Congleton, Cheshire, and work with businesses across the UK.
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