Sample report · illustrative
What £200 + VAT actually gets you
A complete walkthrough of a real audit — every section, in the same order your report has them — built around a fictional firm, “Calder & Rowe”, accountants in Leeds. Yours follows the same arc, with your data, your competitors, and your fixes. Freely readable, no email required.
Illustrative sample · figures and firm are fictional
Calder & Rowe • Leeds • 14 March 2026
Specialisations: Contractors, IR35, Construction (CIS)
Verdict
When Leeds buyers ask an AI assistant to recommend an accountant, Calder & Rowe is named in 2 of 28 answers — behind six local firms and well behind the national brands. You appear only on broad, generic phrasings (“an accountant in Leeds”) and disappear the moment a question gets specific about a service or a sector — which is exactly where buyers with money to spend ask. The good news: the firms winning your market do a small set of concrete, copyable things — state a specialism in their title, carry reviews that name a service, publish location and sector pages — and every one of those signals is within your control.
Visibility Scores
How often your firm was mentioned by name when AI assistants were asked relevant accountancy questions. Visibility Score is the percentage of queries in which your firm appeared. OpenAI = ChatGPT, Anthropic = Claude, Gemini = Google.
By platform
By question type
A very low or zero score on a single platform is often the platform, not you: some assistants — notably Claude (Anthropic) — name specific local firms far less often than ChatGPT or Gemini, so read a zero on Gemini as that assistant's behaviour as much as your standing, not a data error.
Share of Voice
Of every recommendation the AI assistants made across your accountancy queries, the share that went to you, to comparable local accountancy firms, and to large national accountancy firms. This is the clearest single picture of the gap.
| Who | Recommendations | Share |
|---|---|---|
| You | 3 | 4% |
| Local accountancy firms | 48 | 61% |
| National accountancy firms | 28 | 35% |
Who Wins (and how)
The local accountancy firms the AI assistants recommend most for your queries, and — in the AI's own words — how it describes them. How AI describes them is the language you would need to earn to be recommended in their place.
| Firm | Mentions | Visibility Score | How AI describes them |
|---|---|---|---|
| Northgate Accountancy | 9 | 32% | a strong choice for contractors and freelancers, with clear IR35 guidance |
| Bramley Tax Partners | 7 | 25% | specialists in startups and R&D tax credit claims |
| Whitcombe Finance | 5 | 18% | well regarded for construction and CIS subcontractors |
| Aire Valley Accounting | 4 | 14% | popular with local trades and sole traders, with lots of recent reviews |
The Ceiling — National Players
Large national accountancy firms that appear in AI responses for your queries. They serve a different market segment and command far greater resources — treat their visibility as a reference ceiling rather than a like-for-like target.
| Firm | Mentions | Visibility Score | How AI describes them |
|---|---|---|---|
| TaxAssist Accountants | 11 | 39% | a national fixed-fee network for small businesses and the self-employed |
| Crunch | 9 | 32% | an online accountancy service popular with contractors and freelancers |
| The Accountancy Partnership | 7 | 25% | a low-cost online firm offering unlimited support |
The nationals take the top slot in 11 of 28 answers — but only on the broadest questions. In the 9 most specific queries tested, a national brand led none of them. The more precise the buyer, the more local expertise wins — and precise buyers are the profitable ones.
Gap Analysis
Queries where your firm was absent from AI responses — the clearest missed opportunities — grouped by theme. Queries absent on all platforms are the highest priority: no AI assistant currently recommends you for that topic.
Specialisation — most recommended here: Bramley Tax Partners
- Accountant for contractors near LeedsAbsent on all platforms
- CIS / construction accountant LeedsAbsent on all platforms
- R&D tax accountant YorkshireAbsent on some platforms
Problem-based — most recommended here: Northgate Accountancy
- Who can help with an R&D tax claim in Yorkshire?Absent on all platforms
- IR35 review for a Leeds contractorAbsent on all platforms
Action Plan
Ranked recommendations to improve your AI visibility, highest-impact first. Each carries an impact indicator and a label showing whether it is distinctively about being cited by AI or standard good practice that also helps.
- 1Put your lead specialism in the homepage title and H1High impactAI-specific
Right now AI has nothing to attach you to. State “accountants for contractors and IR35 in Leeds” in your title tag and main heading so assistants have a specific phrase to recommend you for. This is the single biggest miss in your audit.
- 2Reset your Google Business Profile category and descriptionHigh impactFoundational
Change your category from the generic “Accountant” to your niche, and rewrite the description to name a service. AI reads GBP directly, and the category drives which questions you surface in — especially on Gemini, where you currently score zero.
- 3Publish location pages for the towns you serveHigh impactAI-specific
Add a page per surrounding town — for example “Accountant in Wetherby” — with content tailored to that area. Location pages capture the town-specific queries national brands cannot win and are one of the fastest gains for a firm with a defined geography.
- 4Ask five recent clients for a review that names the serviceMedium impactFoundational
Specific reviews are the phrases AI quotes back to buyers. Ask clients to mention what you did — “handled our CIS returns” — rather than leaving generic praise, so the language AI attaches to you matches how buyers ask.
- 5Add a dedicated CIS / construction accounting pageMedium impactAI-specific
Construction is a query your competitors win and you are absent on across every platform. A focused page opening with “We are Leeds accountants specialising in CIS and construction” gives assistants a page to match to that exact intent.
- 6Publish a Q&A page answering the questions buyers actually askLow impactAI-specific
Write plain-English answers to the questions behind your gap queries — “Do I need an accountant for IR35?”, “How does CIS work for subcontractors?”. Assistants pull heavily from FAQ-style content when answering buyer questions, and it gives them your words to quote back rather than a competitor’s.
Your audit ranks all ten recommendations; six are shown here.
Suggested Website Copy
AI-generated rewrites for your business description and key service pages, based on your existing website copy and your most significant visibility gaps. These are a starting point — review and adapt them to your own voice before publishing.
Rewrite · Business Description
Calder & Rowe are Leeds accountants specialising in contractors, IR35 and construction (CIS). We offer fixed-fee, same-day quotes and hold 120+ five-star reviews. From IR35 status reviews to CIS returns and year-end accounts, we help Yorkshire contractors and construction firms stay compliant and keep more of what they earn.
Rewrite · Contractor & IR35 accounting
We help Leeds contractors take home more and stay on the right side of IR35. Fixed-fee monthly accounting, off-payroll status reviews, and same-day quotes — built for freelancers and limited-company contractors across Yorkshire.
Rewrite · Construction & CIS accounting
Specialist accountants for construction firms and CIS subcontractors in Leeds. We handle CIS returns and verifications, gross-payment-status applications, and year-end accounts, so you get paid faster and reclaim what HMRC owes you.
Technical Readability
A factual check of three technical signals that affect whether AI systems can read and understand your site at all — we report what we found; we don't score it. These findings sit apart from the Action Plan in §7: those actions are about what your site says, and you or whoever writes your copy can act on them directly. The signals below are about how your site is built — markup and settings that live in the site's code — and will usually need whoever builds or maintains your website, so this is the section to forward to them. In the table, Why we check it explains what each signal does for your AI visibility, What we found is the result for your site when we ran this audit, and What to do is the short version of the next step. Fuller instructions for each signal follow underneath the table.
| Signal | Why we check it | What we found | What to do |
|---|---|---|---|
| Structured data | Hidden tags that tell AI what your business is and does, instead of leaving it to infer from your text. | Not found. | Add LocalBusiness schema markup to your homepage. |
| llms.txt file | A plain-text summary written for AI systems to read. New and optional; most sites don’t have one. | Not found. | Optional — the lowest priority of the three. |
| AI crawler access | Whether your robots.txt lets AI companies read your site for future answers. | None blocked. | Nothing needed — already open. |
Your site has no structured data, so AI systems have to infer what you do from your visible text alone, which is less reliable. Ask whoever maintains your website to add LocalBusiness schema markup to your homepage: a block of JSON-LD in the page’s code listing your business name, address, phone number, opening hours and the services you offer. It is a published standard (schema.org) that web developers will recognise by name, and it is a one-off addition rather than an ongoing task. Google’s Rich Results Test is a free way to confirm it is readable once it is live.
Your site does not have an llms.txt file. This is a new and optional convention that most sites don’t have yet, so its absence is not unusual and is not holding you back today — of the three signals here, we would treat it as the lowest priority. If you would like one, it is a plain-text file published at yourdomain.com/llms.txt that summarises who you are and what you do, and links to your key pages. Its value may grow if the convention is more widely adopted.
Your site’s technical settings do not block any of the major AI companies’ crawlers, so nothing stands between them and your content, and there is nothing to change. If your site is rebuilt or moved, or a plugin alters robots.txt, it is worth re-checking that this is still the case.
This report
What this report is, how it was produced, and what it does and doesn’t claim.
This is a point-in-time reading of how AI assistants answer buyer questions in your market — not a ranking you can climb by paying for it. Use it as a diagnosis: the gaps in §6 tell you where you are absent, and the Action Plan in §7 tells you what to do about it, in order.
How it was produced: 28 buyer-intent questions were each asked once per platform — ChatGPT, Claude and Gemini — on 14 March 2026. That is a single-run sample, not an average of repeated runs. AI answers vary over time, so the results reflect this run rather than a permanent ranking.
The questions: five query types, weighted towards higher buyer intent — someone asking “best CIS accountant in Leeds” is closer to hiring than someone asking what an accountant does, so the audit prioritises the questions that convert.
The full methodology is on our how it works page.
Excluded firms: large national firms that appeared in responses are filtered out of the local competitor analysis and listed separately in §5, so your benchmark compares you against firms you actually compete with. In this sample, that filter removed TaxAssist Accountants, Crunch and The Accountancy Partnership.
Appendix — Visibility Log
A row-by-row record of every question sent to every AI platform. Status shows whether your firm was mentioned. Client Description contains the exact words the AI used to describe you. Competitors lists any other accountancy firms the AI named in the same response. Each “Not mentioned” row is a specific opportunity to target, not a verdict.
| Query | Platform | Status | Client Description | Competitors |
|---|---|---|---|---|
| Best accountant in Leeds | OpenAI | Mentioned | a well-reviewed local firm offering fixed-fee accounting | Northgate Accountancy, Aire Valley Accounting |
| Best accountant in Leeds | Anthropic | Not mentioned | — | Northgate Accountancy |
| Best accountant in Leeds | Gemini | Not mentioned | — | — |
| Small business accountant Leeds city centre | OpenAI | Not mentioned | — | Bramley Tax Partners |
| Small business accountant Leeds city centre | Anthropic | Mentioned | a small Leeds practice for owner-managed businesses | — |
| Small business accountant Leeds city centre | Gemini | Not mentioned | — | — |
| Accountant for contractors near Leeds | OpenAI | Not mentioned | — | Northgate Accountancy, Whitcombe Finance |
| Accountant for contractors near Leeds | Anthropic | Not mentioned | — | — |
| Accountant for contractors near Leeds | Gemini | No response | — | — |
| CIS / construction accountant Leeds | OpenAI | Not mentioned | — | Whitcombe Finance |
| CIS / construction accountant Leeds | Anthropic | Not mentioned | — | — |
| CIS / construction accountant Leeds | Gemini | Not mentioned | — | — |
| Who can help with an R&D tax claim in Yorkshire? | OpenAI | Not mentioned | — | Bramley Tax Partners |
| Who can help with an R&D tax claim in Yorkshire? | Anthropic | Not mentioned | — | — |
| Who can help with an R&D tax claim in Yorkshire? | Gemini | Not mentioned | — | — |
The following large or national accountancy firms also appeared in AI responses but are excluded from the competitor analysis as they operate in a different market segment: Crunch, TaxAssist Accountants, The Accountancy Partnership.
This sample shows a representative slice of the log; your audit lists every question on every platform.
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