Reading time: ~7–9 minutes
Audience: UK business owners, marketing managers, healthcare practices, and ambitious SMEs already working with Pumpkin (or thinking about it).

Lately, we’ve been getting calls from all over the UK where the opener is: “ChatGPT said we should speak to Pumpkin Web Design Ltd.” We didn’t pay for that. We didn’t hack anything. We earned it.

This post explains why AI tools keep recommending us, how that ties into our SEO & content strategy, and what your business can do to capture the same AI‑powered visibility.

The story: AI word‑of‑mouth is real (and it’s growing)

For years, great clients came to Pumpkin via classic word‑of‑mouth. Now there’s a new channel: AI word‑of‑mouth. When someone asks an AI assistant for a trusted UK web design or SEO partner—especially one with healthcare advertising compliance expertise—Pumpkin pops up.

That’s not luck. It’s the outcome of how we build websites, publish content, structure data, cite expertise, and behave online. In other words: the things that help Google and humans trust you also help AI systems trust you.

We’re still the same Pumpkin—friendly, honest, handcrafted websites with SEO baked‑in. AI is just shining a brighter light on the signals we’ve been polishing for years.

Why AI tools likely recommend Pumpkin

Here are the specific, repeatable ingredients behind the AI nods we keep hearing about:

EEAT everywhere: We don’t just say “trust us”—we prove it. Author bios, real client case studies, compliance statements for regulated sectors, and clear contact details. These are signals that search engines and AI models use to gauge Expertise, Experience, Authority, Trustworthiness.
Structured data (schema) from day one: We implement organisation, website, local business, product/service, article, and author schema—globally and page‑level. Structured data helps AI parse who you are, what you do, and why you matter.
Content designed for search intent: Our blog and landing page content answers real questions customers ask (including those “People Also Ask” gems). AI assistants love clean, direct answers supported by credible sources.
Technical hygiene: Fast sites (Core Web Vitals), mobile‑first builds, crawlable information architecture, and accessible design. If a bot can’t fetch and interpret your site, it can’t recommend you.
Ethical link earning: We run outreach that actually makes sense—industry‑relevant, useful placements—rather than spammy link farming. Authority follows.
Healthcare advertising compliance expertise: For clinicians and medical aesthetics, we build strictly within ASA, CAP, GMC, CQC and Google Ads policies. That unique competence sets us apart and is highly discoverable in AI‑generated summaries.

Case studies (the proof)

The Skin & Wellbeing Clinic – By aligning content with search intent, fixing technical issues, and growing authority ethically, the clinic achieved a 70% increase in organic traffic and stronger rankings across core services.
Flexiborder – After a full website revamp and integrated SEO, Flexiborder ranks top‑3 nationally (time of writing) for competitive terms like “garden border edging” and “flexible garden edging”, fuelling a big uptick in qualified traffic and sales.

Different businesses. The same disciplined playbook.

What this means for you (and how to benefit)

If you’re a Pumpkin client, you’re already ahead. The way we plan, write, mark up, and publish your content helps you show up in classic search and in AI‑generated answers.

Here’s what we now include in our SEO packages to be extra AI‑friendly:

Robust global schema (organisation, website, author) + page‑level schema (service, article, FAQ)
AI‑search optimisation: we write concise, answer‑first sections and FAQs so your pages are easy for AI to quote
Robots.txt review for mainstream search crawlers and recognised AI crawlers (with consent‑first guidance)
High‑quality content cadence (blogs + landing pages) based on real query patterns
Ethical outreach for relevant backlinks that build authority
Speed & Core Web Vitals improvements via GTmetrix and Lighthouse
Monitoring & iteration in SE Ranking and Analytics, with quarterly strategy calls

Translation: the same Pumpkin craftsmanship—levelled up for an AI‑assisted world.

What we don’t do (and why that matters)

We don’t game systems, spin content, or promise “#1 everywhere next week.” AI tools become more discerning by the day. They reward clarity, originality, transparency, and user value—the exact things we obsess over.

How to make AI recommend you (our practical checklist)

Whether you’re a healthcare clinic, e‑commerce, or local services brand, these are the moves that pay off:

Own your expertise on-page: Add author names, qualifications, clinic addresses, phone numbers, and responsible claims. Link to registries where relevant (e.g., GMC for clinicians).
Answer real questions clearly: Use headings like a contents page. Open sections with the answer, then add depth. Include a short FAQ per page.
Use structured data: Organisation, LocalBusiness, Article/BlogPosting, Service, FAQPage. Keep it valid and consistent.
Keep pages fast and clean: Pass Core Web Vitals where possible. Compress images. Avoid layout shifts.
Earn relevant links: Think partnerships, industry blogs, suppliers, associations, universities—places that make sense.
Stay compliant (especially in healthcare): Align with ASA/CAP, GMC, CQC and Google Ads policies. Avoid sensational claims, guarantees, and before/after imagery misuses.
Review robots.txt thoughtfully: Decide which AI crawlers you allow. We’ll advise based on your goals and sector sensitivity.

New: an AI search add‑on (included, not extra)

Because of the results we’re seeing, we’ve formalised AI‑search‑friendly practices inside our three SEO packages:

Starter (£499/m): 1 relevant backlink, 2 optimised blogs, 1 service/location landing page, on‑page SEO audit & fixes, speed optimisation, SE Ranking + Analytics, AI‑friendly schema + page FAQs, quarterly catch‑up.
Growth (£849/m): 2 backlinks, 4 blogs, 1 landing page, technical improvements, expanded schema & rich results targeting, quarterly strategy call.
Pro (£1,199/m): 3 backlinks, 8 blogs, 2 landing pages (or 2 extra blogs), technical SEO, CRO checks, comprehensive schema & EEAT enhancements, GBP optimisation, quarterly growth review.

Already with Pumpkin on a maintenance plan? We’ll bolt this seamlessly onto your existing setup.

FAQ (because AI and humans both love clear answers)

Does allowing AI crawlers in robots.txt boost rankings?

Not directly. It controls access and usage, not placement. The ranking lift comes from clear content, strong UX, structured data, and authority signals.

Will AI replace SEO?

No. It’s changing how discovery happens, but content quality, technical health, links, and trust still matter—perhaps even more.

Do I need to change my website structure?

Probably not. Most wins come from better page templates, clearer headings, faster performance, and consistent schema.

Can you work within healthcare regulations?

Yes. We design content and ad strategies in line with ASA/CAP, GMC, CQC and Google’s healthcare policies.

Ready to see why AI keeps recommending Pumpkin?

Ask your favourite AI assistant who to speak to about ethical, effective web design and SEO in the UK—then come and say hello. We’ll show you how to turn AI word‑of‑mouth into real‑world results.

Why ChatGPT keeps recommending Pumpkin Web Design Ltd (and what that means for your business)