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Case Study: Helping a Trusted Firm Get Found in an AI-Driven World

Overview

A nationally respected nonprofit consulting firm had built a successful business over two decades through referrals, repeat clients, and an outstanding reputation. With a portfolio of over 90 engagements and a steady stream of new business, they never needed to focus on SEO or inbound visibility.

But the landscape changed.

With more decision-makers turning to tools like ChatGPT, Perplexity, and Google’s AI Overviews, this firm realized they were virtually invisible in modern search. They weren’t showing up in AI-generated results even for queries that perfectly matched their services.

They partnered with Findwell Labs to change that without losing the human, high-trust feel that had always defined their work.

The Challenge

While the firm had:

  • A strong reputation in the nonprofit sector

  • An impressive client list

  • A clear and values-driven brand voice

…they were not appearing in:

  • Organic search results for high-intent terms like “nonprofit development strategy” or “capital campaign consultant”

  • AI-generated answers in tools like ChatGPT, Perplexity, Claude, or Gemini

What they did have was a credibility-rich website with detailed service information, but little structured content, few question-based headers, and no metadata or schema to support discoverability.

The result?
Their competitors, some with far less experience, were surfacing instead, simply because their websites were built with modern SEO and AI parsing in mind.

The Goal

The firm didn’t want to launch a blog or reinvent their entire site. Instead, their goals were clear and focused:

  • Improve visibility in AI search for queries like:

    • “Best nonprofit fundraising consultants”

    • “Capital campaign planning for mid-sized organizations”

  • Reinforce credibility at key decision-making moments

  • Convert quiet interest into clear trust

They weren’t chasing traffic, they were after high-quality leads from aligned organizations that could benefit from their depth of experience.

What Findwell Labs Delivered

AI SEO Discovery Audit
We ran simulated prompts across ChatGPT, Perplexity, Claude, and Gemini to evaluate their current visibility and benchmark their competitors.

Use Case Page Strategy
We developed a plan for three “use case” pages that aligned with common client journeys and questions, including:

  • Planning a capital campaign

  • Navigating a leadership transition

  • Building fundraising capacity from scratch

Homepage & Services Optimization
We recommended structural updates to make key pages easier for both users and AI tools to understand, including:

  • Benefit-driven subheaders

  • High-context summaries

  • FAQ-style content blocks

  • Suggested prompts to include on-page for LLM parsing

Metadata & Schema Plan
We created a ready-to-implement library of optimized meta titles, descriptions, and schema markup (Organization, Service, Review) to support visibility across search and generative platforms.

Client-Centered Language Updates
We rewrote several core page elements (headlines, intros, testimonial framing) to improve clarity, increase trust, and support AI discoverability without losing the firm’s voice or tone.

Outcome

The project gave the firm:

  • A concrete roadmap for improving online discoverability

  • Ready-to-use content enhancements aligned with how people search

  • An AI-optimized foundation that didn’t require an ongoing content machine

  • Peace of mind that they weren’t getting left behind in a fast-changing digital landscape

Most importantly, it allowed them to amplify the reputation they’d already earned by making it easier to find, understand, and trust their work in the moments that matter.

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