We build AI SEO systems to make sure your customers find you.
The way your customers search has changed. They ask AI, they trust the answer. We engineer your business to be that answer.
AI SEO matrix
Engineered for both Google rankings AND AI citation surfaces (AIO, ChatGPT, Perplexity). Stats + quotes + citations together drive +30-40% AI citation lift.
Custom website included
No upfront build fee at any tier. The custom website is bundled into your monthly subscription, built to convert traffic into customers.
60-day page-1 guarantee
Your monthly billing pauses entirely on day 60 if missed. A real line on your Stripe invoice.
One trade per area. If we sign you, we won't take on another in your trade in your town or your neighbouring towns.
Your funnel. Fixed.
What changes when you stop renting attention and start owning it.
Before
Where most service businesses are stuck.
- £3,000 to £10,000 websites that look fine and bring no enquiries
- Race to the bottom, quoting from directory leads
- Google Ads bidding wars eating into your margin every month
- Word-of-mouth ceiling, with no compounding growth
- Manual quote-chasing, forgotten follow-up, ghosted enquiries
After
Where the Kelso Creative system gets you.
- Custom website built as part of your monthly, no separate upfront fee
- Hundreds of pages ranking for the exact terms your customers search
- A compounding organic asset that grows every month you keep it
- Predictable lead flow direct from Google to your phone, no ad spend
- 60-day page-1 guarantee, billing pauses if we miss
How it works.
Book a call
A 30-minute discovery call to confirm fit.
We build
Custom website plus your AI SEO matrix, in one to two weeks.
You rank
Page 1 of Google within 60 days, or billing pauses.
Page 1 in 60 days, or your billing pauses.
If you don't have at least 5 pages on page 1 of Google within 60 days of launch, you stop paying. Your monthly billing pauses on Stripe automatically and we keep working at no additional cost until you do. No questions, no caveats, no extending the goalposts.
Auditable, not vague
Most SEO agencies promise to "work for free" if they miss the deadline. That's rhetorical. We're more specific. Your monthly billing pauses entirely on day 60. It's a real line on your Stripe invoice, visible to you, auditable, no goalposts to move.
Some of the websites we've built.
A rolling sample of UK service-business websites Kelso Creative has shipped over the years.
Djuka Electrics
Electrician · Solar · EV
Safety Compliance Matters
Health & safety training
Utile Accountancy
Accountancy
Warwick Plumbing Co.
Plumber · Warwickshire
Highland Roofing
Roofer · NFRC certified
Foster & Sons Builders
Builder · 3 generations
Sharp Edge Joinery
Bespoke joinery · Stratford
Brushwork & Co.
Painter & decorator
KeyLine Locksmiths
24/7 emergency locksmith
Greenfield Garden Design
Landscape design
Warwickshire Paving
Driveways & paving
Sparkle Pro Cleaning
Commercial & domestic cleaning
ClearPath Driving School
Driving instructor
Djuka Electrics
Electrician · Solar · EV
Safety Compliance Matters
Health & safety training
Utile Accountancy
Accountancy
Warwick Plumbing Co.
Plumber · Warwickshire
Highland Roofing
Roofer · NFRC certified
Foster & Sons Builders
Builder · 3 generations
Sharp Edge Joinery
Bespoke joinery · Stratford
Brushwork & Co.
Painter & decorator
KeyLine Locksmiths
24/7 emergency locksmith
Greenfield Garden Design
Landscape design
Warwickshire Paving
Driveways & paving
Sparkle Pro Cleaning
Commercial & domestic cleaning
ClearPath Driving School
Driving instructor
The full system. Not just a website.
A custom-designed website
Built for your trade, not a recycled template. Hosting, SSL, and 99.9 % uptime included.
Programmatic AI SEO matrix
Hundreds of landing pages targeting every service × location combination you cover. Built around the citation triad (stats + quotes + citations) so they rank on Google AND get cited by AI Overviews, ChatGPT, and Perplexity.
Page-1 guarantee
5+ pages ranking on page 1 of Google in 60 days or your billing pauses until they are. Verbatim, no caveats.
Live Google Reviews integration
Reviews pulled live from your Google Business Profile. No hardcoded testimonials. As they grow, your site updates.
Schema markup on every page
LocalBusiness, Service, FAQ, and BreadcrumbList JSON-LD so Google understands exactly who you are and where you serve.
Monthly performance report
Clicks, impressions, ranking shifts, and the next 3 ranking wins we’re working on. Straight from Google Search Console.
Let's see if we're a fit to scale your business.
A short 5-step quiz to match you to the right next step.
From our web-design work over the years.
“Where do I even start! To say that Will has turned my vision into reality would be an understatement. We waited almost 3 years to build our website due to the scale and creativity of our vision. What Will has created is quite literally perfect, and I will be eternally grateful for not only his skill and precision but his nature and communication throughout the process.”
Rohan Mahan
The Mission Planet
“I had an excellent experience working with Will on my website. He was incredibly helpful throughout the entire process. He was quick to respond, patient, and clear in his explanations. The final result exceeded my expectations, and it's very clear Will has a passion and drive to create something incredible. Highly recommend.”
Hannah
Simply Pilates by Han
“I've really enjoyed working with Will. It's hard to find a trustworthy person to work with, so glad to find him. He's been supportive since the start of the project and held my hand through it all. His communication is great and he's very experienced in what he does. Highly recommend!”
Verified Client
via Upwork
“Will worked with us to help bring our vision to life! Anything and everything we asked, he found a way to make it happen, no matter how bizarre the request. His passion was amazing. He worked on it with the enthusiasm and attention to detail as if the project was his own. The final website was unbelievable. He's a top lad and incredible at what he does!”
Tomas Dunn
The Mission Planet
“Will delivered a long list of web updates. Some were simple, others required layout tweaks, responsive fixes, and problem-solving. He delivered everything fast, accurately, and with great communication. Easy to collaborate with, not just for execution, but for bouncing ideas. No overcomplicating, just solid solutions. Highly recommend.”
Verified Client
via Google
“I've worked with Will on several projects now, and he's always been reliable, skilled, and professional. His attention to detail is excellent, and he takes real pride in his work. A top designer I'd happily recommend to anyone.”
Jack Lund
JOL Construction
“Excellent collaborator with great attention to detail and communication skills. He completed the project quickly and always ensured quality outcomes.”
Verified Client
Upwork
Will Kelso
Stratford-upon-Avon, Warwickshire
The people you speak to are the people who build it.
I'm Will Kelso. I started Kelso Creative because I saw too many UK businesses spending thousands on pretty websites that never brought in a single lead.
We're a small team. There's no anonymous account manager between you and the build. The people you speak to on the discovery call are the same people designing your site, building your pages, and answering when you ring.
The no-upfront-build-fee structure is the proof I believe the system works. The 60-day billing pause is the proof you will not end up paying for it if it does not.
Why AI SEO is the bigger lever for UK service businesses.
Buying behaviour has shifted hard in the last 18 months. UK homeowners now start with ChatGPT, Google AI Overviews, and Perplexity, then verify on Google. Four numbers explain what changed.
37%
of consumers now start their search with an AI tool instead of Google.[1]
+35%
more clicks for brands cited inside Google AI Overviews than competitors who aren’t.[2]
-58%
fewer clicks to traditional organic results, ceded to AI Overviews.[3]
47%
of consumers say AI now influences which brands they trust.[4]
AI citations aren’t bought. Google Ads and Meta Ads are paid placements, people see the “Sponsored” label and discount accordingly. AI citations are what the AI engine chose to surface as the answer. That’s a category of trust paid ads can’t compete with.
“Brand visibility has been redefined from a ranking game to a citation game.”
“AI shapes the shortlist. Search drives conversion.”
A controlled study from Princeton and the Allen Institute for AI tested which content patterns make a page more likely to be cited inside AI-generated answers. Pages enriched with statistics, quotations, and citations were cited up to 40% more often than unmodified content.[5] Every Kelso-built page is engineered to that pattern.
Three things we do differently.
+30 to 40%
The citation triad on every page.
Stats + quotes + citations together drive +30-40% AI citation lift (Princeton GEO paper, KDD 2024). Every Kelso page carries all three by default. Most agencies skip this.
+40%
Schema density across the site.
Schema markup drives up to 40% more appearances in Google AI Overviews. LocalBusiness, FAQPage, and Service schema on every page, validated before deploy.
~115%
Programmatic pages compound hardest.
Programmatic pages in the rank-5-to-10 band see ~115% citation lift from GEO tactics. Our matrix sits in that band by design. Rank-1 pages barely move. Rank-5-to-10 pages compound.
- [1] Bain (via Search Engine Land), Consumers start searches with AI tools instead of Google, 2025
- [2] Seer Interactive, AIO impact on Google CTR, September 2025 update (3,119 queries, 25M impressions)
- [3] Ahrefs, AI Overviews Reduce Clicks by 58%, 2025
- [4] Attest, 2025 Consumer Adoption of AI Report
- [5] Aggarwal et al., Princeton + Allen Institute for AI, GEO: Generative Engine Optimization (arXiv:2311.09735, 2023)
- [6] Ridge Marketing, How People Search in 2026: Understanding the Split-Path Model
- [7] The Synthesized Search Economy, 2026 industry report on AI-mediated discovery
The usual questions, answered.
Is there a catch with the website being included?
No catch. The custom website is bundled into your monthly subscription, with no separate upfront fee. The monthly starts at signup so we are both committed from day 1: you are not waiting on us, we are not chasing brand assets for weeks. The 60-day page-1 guarantee runs from launch and pauses your billing if we miss, which keeps our incentives honest.
What happens to the website if I cancel?
The website, hosting, and AI SEO matrix are part of your subscription, same model as Shopify or Webflow. If you cancel, the site goes offline. Your domain stays yours (you registered it). Any lead data captured through the site is yours. We bear the build cost upfront with no separate fee, so the monthly is how the model works for both sides.
What if I want to cancel?
Thirty days notice, no contracts, no exit fees. The site goes offline at the end of your notice period. Your domain stays yours, your captured lead data stays yours, you just stop getting new AI SEO pages and new rankings from us.
How long does the build take?
One to two weeks for the website from discovery call to launch, depending on how quickly you turn around brand assets, photos, and approvals. The SEO landing-page matrix then layers on top from launch and indexes over the following weeks. We’ve gone faster on the website. Rarely longer than three.
Why does the subscription start at signup and not at launch?
Skin in the game from both sides. The website is bundled in (no separate upfront fee), and you commit financially the day you sign on. That filters bad-fit prospects, keeps both sides moving at pace during the build, and matches the subscription model your monthly already covers. The 60-day guarantee runs from launch: billing pauses on day 60 if we miss, and we keep working until you are on page 1.
What happens if you miss the 60-day guarantee?
Your monthly billing pauses on day 60. We keep building, keep optimising, keep working until you have at least 5 pages on page 1 of Google. No questions, no goalpost-moving, no extra fees. Once we hit, regular monthly billing resumes.
Aren't AI search results unreliable? I've heard AI makes things up.
Two things to separate. AI engines do hallucinate when answering open-ended questions, that is well-documented (Tow Center, 2025). But for citation-style queries like “best plumber in Stratford”, the AI is pulling from sources it can attribute, not generating from thin air. The risk you would worry about with AI summarising medical advice does not apply when AI is recommending a local trade business: it is citing pages, not inventing them. Our job is to make sure your page is the one being cited.
Can my competitor work with you too?
No. We only work with one trade per area. If we take you on, we won’t take on another in your trade in your town or your neighbouring towns. We also cap new clients at 3 to 5 a month so attention to detail stays sharp.
Ready to be on page 1?
Two-minute application. If it's a fit, we book a discovery call within 48 hours.