PR firms build other people's visibility for a living and often have very little of their own. New business comes from network and reputation, which works until you need growth on a timeline.
I run search programs for PR businesses directly, so a senior specialist does the work rather than an account manager relaying it. Every recommendation is judged on qualified enquiries, not rankings.
The site is a credentials deck: client logos, a services list, a contact form. Nothing is written for a business actively searching for PR help, so all that earned authority converts into almost no inbound.
You almost certainly have strong domain authority from coverage and media relationships, which most businesses spend years trying to build. That's a considerable head start, and it's usually completely unexploited.
Convert the authority you already have into visibility for the searches businesses make when looking for PR, then demonstrate the commercial value of coverage rather than reporting reach.
Businesses hiring PR follow a predictable path. Coverage is built at each point, in Google and in the AI tools now answering these questions.
A business works out whether it needs PR, what PR actually delivers and what it costs. Increasingly they ask an AI assistant.
“what does a PR agency do”, “PR vs advertising”
They shortlist firms. Sector experience, coverage results, reviews and whether an AI tool names you decide who makes the list.
“best PR agency [city]”, “[industry] PR agency”
One firm gets the call. Clear service scope, relevant coverage examples and credible people convert the enquiry.
“PR agency [city]”, “PR consultant [industry]”
Scope follows your business, your market and your service mix. These are the components a program draws on.
Getting specific about the sectors and PR types you win in, because generalist positioning can't be ranked for or matched by an AI model.
Pages that genuinely explain the service, the process and what results look like, for the sectors you actually want.
Structuring your work so it ranks for the sector and service searches prospects make, instead of sitting in a logo wall.
You likely have strong domain authority from coverage. Most firms never point it at pages built to convert, which is usually the fastest win available.
Structured data and consistent, corroborated facts so AI tools name your firm when a business describes the PR help it needs.
Tying coverage to enquiries and revenue, which is both a better client conversation and a stronger sales argument for you.
A business doesn't run on traffic. It runs on the work that gets won and what that work is worth.
LeadSight, my own attribution software, ties enquiries and closed work back to the channel that produced them, so your monthly report shows what SEO returned in dollars rather than which keywords moved.
How LeadSight works →I keep my client list small, and PR SEO works best where you have real authority sitting unused.
Where you own a vertical and specificity is a genuine advantage in search and AI answers.
Where new business currently depends entirely on network, and that's become a constraint.
Where you offer PR alongside content or digital and want the whole offering to be findable.
Digital PR and SEO overlap but they're not the same discipline. You earn coverage; SEO decides whether that coverage translates into search visibility and enquiries. Most PR firms are excellent at the first and have never had anyone look at the second, which is why the authority sits unused.
Almost always converting the authority you already have. Firms with years of coverage typically have strong domain authority pointing at a thin services page. Building pages worth ranking and directing that authority properly often moves things within weeks rather than months.
Yes, and it's the strongest thing you could add to your client conversations. Instead of reporting reach and impressions, tie coverage to enquiries and revenue. That's exactly the measurement problem I built LeadSight for, and it applies to your clients' reporting as much as your own.
It's the most common issue with PR firm sites. “Strategic communications” isn't a search or something an AI model can match to a need. Getting specific about sectors and outcomes is usually the first piece of work.
Not in the same sector and market. I keep my client list deliberately small and won't work both sides.
Often faster than most industries, because the authority is already there. Expect movement in the first two months, with the full picture over two to three quarters.
Send your domain through and I’ll review your site, your competition and your AI visibility before we speak. No obligation, and a straight answer on whether it’s worth the spend.