If you search for GEO courses right now, you will find more than thirty of them on Class Central alone. Coursera has a Generative Engine Optimisation specialisation. Udemy has half a dozen. GetCito — founded by Avinash Tripathi, the consultant who coined the term “LLM SEO” and has trained over 50,000 professionals worldwide — offers a free seven-day programme that is genuinely good. Will Scott ran a six-hour GEO masterclass through SMX in October 2025 for $299. These are real, credible resources from people who know what they are talking about. Go and use them if they are right for you.
They are not, however, built for you if you are a managing partner at a consulting firm, a marketing director at a law practice, or the founder of a specialist advisory business. They are built for digital marketers and SEO professionals who want to add a new capability to their toolkit. The audience is right for those courses. The subject matter is real. The credentials are solid.
But the problem those courses solve is not your problem. Your problem is not a knowledge gap, tt is an implementation gap.
What actually stops professional services firms from building AI visibility
The professional services principals and marketing leads I work with are not short of information about AI. Most of them have read the Gartner projections, seen the statistics about AI Overviews appearing in 70% of B2B technology queries, and understand — at least conceptually — that their buyers are increasingly starting their research in ChatGPT rather than Google.
What they have not done is open their website dashboard, check whether their llms.txt file exists, and restructure a single service page for AI citation. Not because they do not want to. Because the gap between understanding something and doing it — consistently, intentionally, in the limited hours available alongside client work, business development, and everything else — is where most good intentions quietly expire.
This is not a professional services problem specifically. It is a human problem. Research from Harvard Business Review found that traditional online courses see 10–15% completion rates. Programmes with coaching and accountability structures reach 70–85%. An EdSurge study moved completion from 5% to 85% by introducing accountability partnerships alone. The content was identical. The difference was entirely structural.
The Expert Circle Programme is built around that structural difference.
What we offer that nobody else in the UK is offering for professional services
The programme runs on a simple rhythm. On the first of every month, a masterclass and workbook are released. The masterclass is pre-recorded and self-paced — you work through it in your own time, in your own way, at whatever hour fits around your practice. The workbook gives you step-by-step instructions for implementing what you learned, with templates and prompts designed for professional services firms specifically.
At the end of every month, everyone comes together for a live accountability meeting. You bring your completed workbook. You share what you built. You get honest, direct feedback. You hear what other firms did with the same material and the same constraints. You leave with a specific next step confirmed.
That is the format. It is not complicated. But it is — to the best of my knowledge — the only programme in the UK offering this specific combination for professional services:
A curriculum built entirely around AI visibility for knowledge-based, reputation-dependent firms. Pre-recorded delivery that respects the reality of a principal’s schedule. A live accountability structure that ensures implementation happens rather than being perpetually deferred. A growing community of peers — managing partners, marketing directors, consultants, advisors — who are working on the same problem and willing to share what they are finding.
The six masterclasses running through to December 2026 take members from a complete AI visibility audit of their own firm, through authority signal building, content restructuring, technical implementation, monitoring, and pipeline conversion. By the end of the programme, every member has a documented case study of what they built and what changed.
Why I am not worried about anyone copying this
I am not keeping this a secret. The curriculum is published on the Expert Circle website. The approach is transparent. Anyone can see exactly what we do and how we do it.
What cannot be replicated quickly is the community itself, and the practitioner credibility that gives the accountability meetings their value.
The accountability meeting is only worth attending if the person running it has done the work themselves. I am currently implementing every element of the Expert Circle curriculum on my own firm — documenting the results honestly, publishing the findings, and using what I learn to make the programme better. The case study I am building is the same case study I teach from. That is not a marketing position. It is the only intellectually honest way to teach a discipline that is changing as fast as this one is.
As the programme community grows, so does the value of being in it. A room of twenty professional services principals sharing real monitoring data, real implementation decisions, and real results is worth more than any course content. The community is the product as much as the curriculum.
What this programme is not trying to be
It is not a technical certification. There are better routes to that — GetCito’s free course, the SMX masterclass, Coursera’s specialisations. If you want a formal GEO credential to add to a digital marketing career, those are the right options.
It is not a replacement for an agency. If you want someone to implement AI visibility on your behalf, Definition and similar B2B SEO agencies offer that service. It is not cheap, and it means outsourcing both the understanding and the execution — which is a legitimate choice, but a different one.
The Expert Circle Programme is for professional services principals and marketing leads who want to understand what they are doing and why, implement it themselves or direct their team to implement it, measure the results honestly, and do all of that alongside peers who are navigating the same challenges.
Why professional services specifically, and why now
There is no professional body in the UK currently offering structured training in GEO or AEO for professional services firms. The Law Society, ICAEW, the CIM, the Management Consultancies Association — none of them have a curriculum for this yet. That will change, and when it does, the firms that acted in 2026 will have a head start that is genuinely difficult to close.
The firms currently appearing in AI-generated answers for professional services queries did not get there because they had the biggest marketing budgets. They got there because they happened to have the right content structure, the right authority signals, and the right technical setup — in many cases, by accident rather than design. The Expert Circle Programme teaches you to get there by design.
That is the positioning. Not the best GEO course. Not the most technical. Not the cheapest.
The only accountability-based, community-driven, professional-services-specific AI visibility programme in the UK.
If that is what you are looking for, the door is open.
Join the Expert Circle Programme
Larysa Hale is Founder and Managing Director of Expert Circle and a contributing writer for PM Magazine, where she covers AI’s impact on professional services visibility and B2B marketing strategy.
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