The old website no longer met expectations in terms of usability and efficiency. Visitors could not quickly find the right speaker, while internal processes such as inquiries, speaker invitations, and data management required a lot of manual work and were prone to errors. At the same time, there was a growing need for a future-proof strategy that goes beyond traditional SEO, with better measurability and a stronger focus on authority in both classic search engines and AI-driven search environments.
Automated internal workflows for smoother processes
Sprekershuys, an agency that connects speakers and moderators to business events, wanted to modernize its digital presence: a new website, smarter processes, and a strategy that works in both Google and AI-powered search engines. Because the market is highly competitive and many interactions take place online, a modern digital foundation was essential. We were asked to realize this in close collaboration with the Sprekershuys team.
The goal was to build a modern website that effectively guides visitors to the right speaker, streamlines internal processes, and supports the team. The website needed to align with the way people search today. In addition, we wanted to anticipate the future with a future-proof GEO (Generative Engine Optimization) approach. This ensures that Sprekershuys is not only visible in traditional search engines but also takes a leading position in the rapidly evolving AI search landscape.
We developed a new Umbraco website with a powerful and intelligent search function that corrects typos, offers filters, and prioritizes relevant results so visitors can find the right speaker more quickly. The website structure was improved, and internal workflows were automated, allowing inquiries and speaker invitations to run more smoothly. At the same time, we are building a GEO strategy together with Sprekershuys, based on question-driven content, structured data, and authority building through channels such as Wikipedia and new content formats.
Experts who strengthen your event
Sprekershuys is a Dutch speakers bureau that has been matching inspiring speakers, moderators, and experts with business events for over 10 years. They support clients from advice and selection to booking and guiding the right speaker, with a personal and content-driven approach that truly makes an impact.
Innovative in the speakers market
When Sprekershuys was founded in 2013, the speakers market was still relatively clear-cut and traditional. Today, the landscape has become broad and fragmented, with many new players, while at the same time numerous agencies are merging or being acquired. It is precisely within this dynamic that Sprekershuys makes the difference through transparency, personal guidance, and content-driven expertise—always focused on creating sustainable matches between speaker and client.
The team supports speakers in their professional development and provides tailored advice to clients, with attention to themes such as diversity, sustainability, and innovation. Their approach combines speed, accuracy, and creativity, enabling them to build an active community of speakers and clients.
Improved search, UX, and automation
The new website features a smart search function that helps visitors find the right speaker more quickly in a market with hundreds of profiles. At the same time, internal processes such as inquiries, speaker invitations, and data collection have been largely automated. Speakers can update their own profiles, and bookers can easily select multiple speakers in a single request. This combination of technical improvements and automated workflows saves time, increases efficiency, and ensures a consistent, professional experience for both visitors and employees.
SEO in an AI era
Our SEO specialists, Matthijs and Thomas, work together with the Sprekershuys team on a combined SEO and GEO strategy that addresses both traditional search engines like Google and AI models such as ChatGPT. The focus includes question-driven content, authority building, and technical website optimization using clear entities and structured data. This allows AI search engines to better understand and use the content. Early reports show a clear increase in AI-driven traffic, confirming the effectiveness of this approach.
Looking ahead
In the next phase, additional functionalities, new data fields, a possible CRM integration, and further GEO measurement will be introduced. Together with Sprekershuys, we are developing a scalable platform that is ready for the future.
Thanks to the improved search functionality and smart filters, visitors find the right speaker more quickly. At the same time, the site enables us to deploy GEO and SEO strategies, ensuring we remain visible in both traditional search engines and AI models.
We are happy to help you achieve digital success
We would love to tell you more about our solutions. You can reach us by phone or email.
