UK Deed Poll Office: AI Search Success Story
UK Deed Poll Office is an online service for legal name changes in the UK. The service allows people to legally change their name from home through a fast and convenient process. The client competes against government and large players such as the Royal Courts of Justice Enrolment Office and The UK Deed Poll Service.
The Challenge
When someone in the UK asks, “How do I legally change my name?” – they receive a list of services. In a market based almost entirely on digital search, appearing in AI answers is a critical factor in getting customers. UK Deed Poll Office held only a 9% share of voice at the beginning – a fraction of the market, while the dominant competitor held over 60%.
The challenge was double: to become a “known name” to the AI, and at the same time, to make the AI describe the service in a way that drives action.
Our Approach
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AI Market Mapping: Analyzing how each competitor is presented by AI and building a strategy that takes advantage of the gaps.
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Building Targeted Content Authority: Creating comprehensive content that covers every possible question around changing a name in the UK – legal, procedural, and validity questions.
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Strengthening Citability and Credibility: Appearing in articles, blogs, and external websites that describe UK Deed Poll Office as a reliable and professional service.
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Brand Identity Management: Ensuring that when AI mentions the service, it highlights the right points: speed, simplicity, full legality, and an affordable price.
The Results
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3x Growth – from 9% to 27% – in Share of Voice.
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A peak of 24 mentions – 4x growth – in Brand Mentions.
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4x in share of voice, 4x in mentions – an advantage over the competitors.
UK Deed Poll Office became the dominant player in the field – leading by a significant gap over all competitors, including government bodies.
