Devstars
Blog
Date: 22/12/2025
Stuart WatkinsYour prospects aren’t finding you the way they used to. Here’s what Devstars is seeing across our B2B clients, and what’s actually working now.
59% of Google searches now end without a click. For B2B, the impact is even more pronounced. Your prospects are completing their entire research phase inside AI tools like ChatGPT and Perplexity, then jumping directly to shortlists and decisions.
The game has changed. Most B2B companies haven’t noticed yet. That’s your window.
At Devstars, we’ve spent 20+ years helping B2B organisations build digital infrastructure that generates measurable results. What we’re seeing now is the biggest shift since Google AdWords launched. Here’s what you need to know.
Open your Google Search Console. Look at impressions versus clicks over the past 18 months. What we’re seeing across our B2B clients is impressions rising whilst clicks decline. Creates a visual “jaw” pattern.
This isn’t a glitch. It’s the new reality.
But here’s the counterintuitive bit: the traffic that does arrive is converting better. Higher engagement, longer sessions, more qualified enquiries. People who’ve researched via AI have already done their homework. They’re serious.
At Devstars, we’ve built our approach around this shift. We call it the bifurcated search model: optimise for AI tools in the research phase, capture conversions in the purchase phase. Most agencies are still stuck on old-school SEO. We’re building for where search is going.
When a procurement manager asks ChatGPT “Which IT consultancies specialise in SalesForce integration?” or “Best B2B web development agencies in London?”, your business needs to appear in that answer.
The technical term is Generative Engine Optimisation (GEO). Basically SEO for AI systems.
What Devstars does differently: We’ve been implementing structured data architecture and content strategies specifically designed for AI citation. For one client, we built a complete SalesForce CRM integration with bespoke content architecture. The result: a Web Excellence Award and 9+ years of partnership that keeps evolving.
Quick win: Make sure your website clearly states what you do, who you help, and what makes you different. Not buried in corporate waffle. Right on the homepage, in plain English. AI systems extract this to form recommendations.
Google is no longer the only game. Your prospects are researching on:
At Devstars, we help clients build visibility across all these platforms, not just Google. Our target: no single traffic source above 30% of total enquiries. Anything higher is a vulnerability.
Quick win: If your leadership team isn’t posting on LinkedIn, start there. Three posts per week builds significant visibility over 6-12 months.
Traffic from AI search sources converts 4.4x better than traditional organic traffic. Why? Because AI-researched prospects are further along in their decision-making.
The old game: get as many website visitors as possible. The new game: get the right visitors and convert them efficiently.
What this means: Bottom-of-funnel content (comparisons, case studies, “best X for Y” articles) matters more than top-of-funnel thought leadership. Conversion rate optimisation becomes critical.
At Devstars, we don’t just build websites. We build conversion systems. Lead qualification, progressive profiling, CRM integration. For one B2B marketplace client, we took a concept to live delivery in under 30 days, with complete multi-vendor architecture and employer onboarding flows.
We’ve been solving complex digital problems since 2003. Our core team has worked together for two decades. Our average client relationship lasts years, not months.
Our B2B credentials:
We’re not a template agency. We build what doesn’t exist yet.
For B2B companies ready to move, here’s what we recommend:
This isn’t exhaustive. It’s the minimum to stay competitive whilst your competitors figure out the shift.
Track these:
Ignore these:
At Devstars, we monitor share of voice in AI recommendations, citation frequency across AI tools, and the “jaw effect” progression. The goal isn’t to reverse the jaw. It’s to capture maximum value from the traffic that arrives.
Your business probably won’t collapse. But here’s what we’re seeing across B2B companies that haven’t adapted:
The businesses that’ll struggle most are those selling on expertise, trust, or relationship, where prospects research extensively before choosing. Professional services, consultancies, B2B technology. If that’s you, this matters a lot.
20+ years of digital excellence. Founded in 2003, we’ve navigated every major shift in digital marketing. This AI transition is familiar territory.
Long-term partnerships. Our clients stay. 9-year relationship with Investors in Property. 8-year relationship with Headmasters. We still work with clients we started with in 2016.
Technical depth. We build bespoke platforms, integrate enterprise systems, and deliver complex projects fast. Concept to live in under 30 days when needed.
GEO leadership. Whilst 90% of agencies cling to outdated SEO tactics, we’re building strategies for AI-mediated search. First-mover advantage is still available.
Results that matter. 100+ high-intent keywords in 6 months. Web Excellence Awards. £6.7M turnover supported for multi-location clients. Specific numbers, not vague promises.
No hard sell. Just an honest discussion about what you’re trying to achieve and whether we’re the right partner.
Email: hello@devstars.com Phone: +44 (0)20 8898 3993 Web: devstars.com
Pick one thing from the 60-day framework and do it this week. The gap between you and your competitors closes with every systematic improvement.
Currently scheduling strategic partnerships for Q1-Q2 2026. Limited spaces remain.
Get a free technical consultation and project roadmap. We’ll assess your requirements and provide transparent pricing for your growth-stage development needs.
Call: +44 020 8898 3993
