A sports site built to be found by AI assistants

The context

timezone.football answers a simple question that football fans ask all the time: what time is the match where I live? It is exactly the kind of question people now ask AI assistants instead of searching.

The problem

A site like this lives or dies on being the answer. If an AI assistant answers the question itself, or names another site, the visit never happens. The site needed to be built so that AI tools could find it, trust it and point people to it.

What we did

• Built for AI search from day one. The site was built with clear, crawlable pages that state the facts plainly, so AI tools can read and quote them.
• A custom integration for ChatGPT. We built a custom integration (using the Model Context Protocol, a standard way for AI assistants to connect to outside services) and submitted it to ChatGPT, so the site’s data can be used directly inside ChatGPT’s answers.
• Built with AI tools. The site itself was built using Claude Code, the same AI-assisted way of working we use for client projects.

The results

AI assistants are now the site’s biggest source of visitors. Over 28 days in October and November 2026, 46% of visitors arriving from search, social and AI came from AI assistants. That is 1.5 times as many as came from Google search, and more than double social media.

It is not just more visitors. 61% of people arriving from AI assistants engaged with the site, on a par with visitors from Google. They arrive with a clear question, and the site answers it.

What it shows

Getting recommended by AI is not only about fixing what already exists. For new products and sites, building with AI search in mind from the start is the most direct route to being part of the answer.