How we used AI optimisation to evolve Dier&Recht

The core idea is simple: users increasingly get answers directly from AI tools rather than clicking through to websites. AI optimisation is about making sure your content is the one these tools pull from, summarise, and cite — and for a cause-driven organisation like Dier&Recht, that visibility directly translates to impact.

AI engines are trained to surface the most trustworthy, clearly-stated, factually-grounded answer to a question. It's our job to make their task easier. Here's how we did it:

Content — We reworked Dier&Recht's content to perform as well as possible in AI-driven search, adopting a Question and Answer format where appropriate, with direct answers leading. Headings were restructured as questions, and key terms and entities were defined clearly through concise summary blocks.

Data mapping & structure — We leveraged schema markup so AI engines can efficiently interpret Dier&Recht's data, covering organisation information, campaign pages, linked reviews, and donation pathways.

Technical hygiene — Beyond ensuring the site was performant, we paid close attention to fast page loads, mobile-first layouts, and clean URL structures.

The results spoke for themselves. By restructuring Dier&Recht's content into a natural Q&A style, backing it with clear proof of credibility, and marking it up with structured data, we saw petition engagement rise by 21% and donations increase by 11% — with more of both coming directly from AI-referred traffic.

Collaboration via UX workshops

We absolutely love an Instance UX workshop! It gives both teams a chance to come together an collaborate on a deeper level than a brief or scope definition. We aim to challenge our clients and ask pointed questions to help uncover the underlying reasons things haven't worked in the past, and find new avenues and methods to tackle those challenges head on.

We translated workshop insights into a clear information structure that improves navigation, hierarchy, and overall discoverability. The main focus was making complex content easier to understand while ensuring users can quickly find relevant information and understand what Dier&Recht does and how to engage with it.

The build

To support long-term scalability, we created a modular component system that allows the Dier&Recht team to build and manage pages independently. The system balances flexibility with consistency, enabling content to be structured in different ways without losing visual or structural coherence. The website was developed as a robust, component-based platform focused on performance, accessibility, and maintainability. It was designed to be intuitive for non-technical users, making content management simple while ensuring the system can evolve without frequent redevelopment.

The new website provides clearer user journeys and a more structured presentation of information, helping visitors find what they need faster. Internally, the team benefits from a streamlined and flexible system that increases autonomy and reduces complexity, resulting in a future-proof platform that supports both communication and growth.