Closed Won OS · 2 of 6 · Found and trusted
Earn
From persuasion to proof.
What stays with your people
Your point of view, your brand and your relationships. People still choose people.
What is changing, in two directions
Agents coming in
A buyer's agent researches, compares and shortlists before anyone calls. It reads facts and checks claims.
Your work moving to agents
Agents turn one idea into a whole campaign and keep watch on the market.
The problems we see
Each one with what you keep, and the questions buyers ask on the way to fixing it, answered.
Agents coming inAn agent cannot get into our site.
What you keep: Your security. Scrapers can stay out.
- Why would an AI assistant be unable to read our website?
- Many sites block automated visitors by default, or show their content only after scripts run. The setting that keeps scrapers out can also turn away the assistant a buyer sent.
- Should we let every bot in?
- No. There are three kinds: crawlers that collect, retrievers that fetch an answer for a person, and agents that act for a customer. Refusing the first is a fair choice. The other two may be buyers.
- How do I check ours without a developer?
- Put your address into the Shortlist Score. It reads your site as a text-only agent would and lists what it could and could not reach.
Agents coming inAn agent cannot tell what we sell.
What you keep: The design and the brand. People still see them.
- Our homepage looks great. What is the problem?
- An agent never sees the design. It reads the words, and many first screens are a slogan. If what you sell is not stated plainly, the agent has to guess.
- What should the first paragraph say?
- What you do, who it is for and what happens next, in sentences a stranger could repeat. The brand stays around it.
- Can a site serve people and agents at once?
- Yes. Mine is built that way on purpose: every page has a view for people and a view for agents, with a switch between them.
Agents coming inAn agent cannot check our claims.
What you keep: Your reputation and the relationships behind it.
- We say we lead our niche. Who is checking?
- The buyer's agent. It looks for evidence it can verify: named customers, numbers with dates, reviews on other sites. A claim with nothing behind it is set aside.
- Our best case studies sit behind a form. Should we open them?
- Open the proof. Put one question to every gate: would someone feel the trade was fair, or feel blocked? Proof that is locked away cannot be counted.
- How long does this take to fix?
- Often days. The material usually exists and is locked or scattered. The scan lists the fixes in order.
Agents coming inWe are missing from the shortlist.
What you keep: Your search work. The foundations carry over.
- A buyer asked an assistant for suppliers like us and we were not named. Why?
- The shortlist is drawn up before anyone visits your site, from what an assistant can read and verify. If the facts are thin you are left off, and you never learn there was a list.
- Is this search optimisation with a new name?
- The foundations hold: clear pages, real answers, mentions from others. What changes is the reader. It wants facts it can quote: price, fit, proof.
- Can anyone promise we will appear in AI answers?
- No, and be wary of anyone who does. You control four things: whether an agent can reach you, understand you, get answers and check your claims.
Your work moving to agentsOur content is sized to our team.
What you keep: The point of view. A person sets it.
- We publish what two people can make. Is that too little now?
- The volume matters less than how far each idea travels. Most good ideas become one post and are gone.
- How does one idea become a month of content without sounding machine-made?
- A person writes or records the anchor piece. Agents cut it into the form each channel needs. A person approves every one.
- Does that really work?
- You are watching it. This series comes from one essay and one map, a video a day.
What is in Earn
- Website and positioning
- Thought leadership
- Campaigns across channels
- Being found in AI answers
Each area can be bought three ways: we set it up once, we run it for you every month, or agents keep watch and each month you hear what changed and what to do next. Most start with the two-week assessment.
The free check for Earn
The Shortlist Score reads your website the way an AI agent does: can it get in, understand what you sell, get answers, and check your claims. You get a score out of 100 and your biggest gaps, free, in about half a minute.
Read
Your Next Customer Is an AI Agent: the essay behind this area.