Zeth: a results-first portfolio that AI search already cites

Zeth connects brands with creators. We rebuilt their site from a creator roster into a portfolio of cases with hard campaign numbers, and AI assistants now send them visitors.

Visit zeth.nl ↗

Client: Zeth
Industry: Marketing agencies
Services: Launched
Live site: zeth.nl ↗

visitors from AI assistants in 90 days

48%

of all visitors come from search engines, 820 people

case studies, each led by campaign numbers

Measured in Orbit, the 90 days up to 15 October 2026. AI assistants: ChatGPT 66, Gemini 1.

01 · The challenge

Strong work, a site built for the wrong reader

Zeth connects brands with the right creators through creativity, data and strategy, for brands like Revolut, HEMA, Axe, Bol.com and LEGO.

Their old website put the emphasis on talent management. It spoke to creators looking for representation, not to the brand managers and marketing teams Zeth wants to work for, and it didn't show the results behind their campaigns.

Built for creators. The site read as a talent roster, not as a partner for brands.
Results out of sight. The campaign results that sell Zeth weren't on the page.
An outdated first impression. It didn't match the calibre of brands Zeth works with.

Shift the focus from creators to brands, and build a site that matches the quality of their work.

02 · Our approach

Who needs to be convinced?

We didn't start with design. We started with a question: who needs to be convinced by this website? The answer was brand managers and marketing teams at major companies, not creators looking for representation.

So the site became a case portfolio. Every case page carries the campaign's own numbers in the copy, in the language a brand manager uses: views, likes and reach.

Strategy
Brands first, creators second: messaging and structure for brand managers.
Structure
One way to present every case, always led by hard numbers, plus clear creator profiles.
Design
A visual identity in line with the brands Zeth works for.
Build
A site Zeth updates on its own, so new cases go live without help.

03 · Key decisions

Three decisions that shaped the site

Cases, not a roster

The site leads with what Zeth achieved for brands, not with who they represent.

Numbers in the copy

1.7M views and 78K likes for AirUp, 315K views for Coolblue's Pay per Note, 73,000 live viewers for Odido. Every case proves results in the reader's own terms.

One format for every case

Every case follows the same structure, which makes new ones quick to add, and easy for search engines and AI assistants to understand and recommend.

04 · What we built

A portfolio built for Google and ChatGPT

A fully rebuilt site that positions Zeth as a strategic partner for brands. Clear case pages, clear creator profiles and named results: exactly what AI assistants look for when they recommend an agency.

05 · The results

AI assistants send visitors

In the last 90 days, ChatGPT sent 66 visitors to zeth.nl and Gemini 1: 67 visitors from AI assistants, 4% of all visitors. Search engines bring in 48%, 820 people.

The structure is what makes this possible. Case pages with named brands and hard numbers give AI assistants something concrete to point to.

Measure	Before	After
Focus	Talent management	Brands and their results
Cases	Not the core of the site	Six-plus case pages with campaign numbers
Visitors from AI assistants	No meaningful channel	67 in 90 days, 4% of traffic

06 · In their words

Juul HurkmansFounder, Zeth67visitors from AI assistants in 90 days, 4% of all visitors

07 · What’s next

What's next

Next: measuring the enquiries that come in through Zeth's contact form, so this case can show leads next to visitors. The first enquiries are already coming in.