Whitehat is a London-based HubSpot Diamond Partner helping UK B2B companies generate predictable revenue from search — in Google, in AI engines, and everywhere your buyers research. We combine 14+ years of ethical SEO expertise with answer engine optimisation, HubSpot implementation, and AI consulting — connecting every campaign to your pipeline so you can prove ROI to your board.
Our Story
Whitehat's story starts with an unlikely pivot. Founder Clwyd Probert began his career as a programmer building CRM systems for London investment banks, rising to Operations Director as the company grew from 7 to 70 people. When the firm was acquired by a NASDAQ-listed company, he moved to Wall Street as VP of Marketing.
Back in the UK, he raised venture capital for a tech business that didn't survive the post-9/11 funding drought — then pivoted to photography, building Pixcellence into a national brand. Teaching himself SEO to promote the business, he achieved first-page rankings for competitive terms across the UK. When business contacts started asking how he did it, Whitehat was born in 2011.
What started as one-to-one SEO consulting has grown into a full-service B2B marketing agency — a HubSpot Diamond Solutions Partner delivering SEO, AEO, PPC, CRM implementation, AI consultancy, and content marketing. The name reflects the philosophy that has never changed: ethical, transparent marketing that puts the client's long-term success first.
Key Milestones
Whitehat SEO founded in London by Clwyd Probert
Became HubSpot Solutions Partner — integrating CRM with SEO
Founded London HUG — now the world's largest HubSpot User Group (2,000+ members)
Won HubSpot Top Digital Agency (London) two consecutive years
Launched AEO and AI Consultancy services — pioneering AI search optimisation for B2B
Operating as HubSpot Diamond Solutions Partner — top 3% globally
What Makes Us Different
We founded and run the London HUG — 2,000+ members, events hosting 300+ companies. This gives us cross-industry pattern recognition into what works across hundreds of B2B businesses, plus direct access to HubSpot product teams and beta features.
We deliver both traditional SEO and answer engine optimisation as a single strategy, tracking AI-referred visitors through HubSpot to closed deals. AI-referred visitors convert at 4.4x the rate of standard organic traffic — and most agencies aren't optimising for this yet.
Every campaign connects to your HubSpot CRM pipeline. You see which keywords, pages, and AI citations generate pipeline and closed revenue — not just traffic and rankings. Partner-guided implementations deliver 53% more leads and 3x more deals than DIY.
No Lock-In
We publish our pricing in GBP across every service — from £980 HubSpot onboarding to £75,000 AI implementation. No long-term contracts, 30 days' notice. Because B2B buyers deserve clarity before the first conversation, not after three meetings.
HubSpot Diamond Solutions Partner
Whitehat is a HubSpot Diamond Solutions Partner — placing us in the top 3% of HubSpot agencies worldwide. Diamond status is earned through demonstrated client success, significant managed recurring revenue, and a minimum 80% client retention rate, verified by HubSpot every six months. It cannot be purchased.
For our clients, this means tangible advantages: direct access to HubSpot's priority technical support, early access to new platform features before general release, and a dedicated HubSpot Channel Account Manager supporting every implementation. We also contribute to HubSpot's own blog and participate in their Partner Advisory Council — giving us direct influence on platform development. With fewer than 170 Diamond Partners globally and approximately 40 in the UK, our status reflects a depth of platform expertise that translates directly into better outcomes for your business.
What We Do
Revenue-attributed SEO for UK B2B companies — technical, on-page, and off-page optimisation tracked through HubSpot to closed deals.
Learn more →Get cited — not just ranked — when buyers query ChatGPT, Google AI Overviews, Perplexity, and Claude. AI-referred visitors convert at 4.4x.
Learn more →Google Ads and Microsoft Advertising for B2B, connecting ad spend to closed revenue — not just clicks. Typically improves ROAS by 25–40% in Q1.
Learn more →Expert HubSpot implementation in 45–60 days. Diamond Partner status waives mandatory onboarding fees — saving you £1,200–£6,090 per Hub.
Learn more →Take your B2B organisation from AI-curious to AI-native in 3–6 months. Readiness assessment, strategy, governance, training, and deployment.
Learn more →SEO-driven content and HubSpot-native websites built to rank, get cited by AI, and connect every page view to your CRM.
Learn more →Ready to See What Whitehat Can Do for Your Pipeline?
Book a free consultation to discuss your goals, or explore our published pricing — no surprises, no lock-in.
What Our Clients Say
"This is the first time I've felt that the person on the other end of the phone understood our roadblocks and was able to help us prioritize and address them. Most agencies are happy to do design or SEO, but I haven't spoken with many that really understand the grubby business of nurturing and conversion. Whitehat seems different."
"Whitehat helped us create a world class sales and marketing system using HubSpot. Their knowledge, expertise and ability helped the project flow smoothly and made the end product functional and understandable. The project was well managed and delivered on time, despite us throwing curve balls at them!"
"We've been working with Whitehat for the past few months, and I've been seriously impressed by their ability to deliver us high-quality, to-spec modules and web dev tweaks on time with very minimal handholding. Very clearly know what they're doing and intuitively understand their customers' needs."
"Whitehat SEO is one of our favourite service providers. They're quick to respond, revert back with costings and always receive stellar reviews from HubSpot customers that work with them. We love to refer them!"
Read more client reviews or see our HubSpot Directory listing (5.0/5, 40 reviews).
Our Values
We lead with value. Every conversation starts with understanding your challenge, not pitching our services.
Deadlines met, promises kept, no excuses. Published pricing and no lock-in contracts reflect this commitment.
We know our stuff and back it with data — but we listen first and stay curious. Diamond Partner status speaks for itself.
Ethical, white-hat marketing is in our name. Transparent pricing, honest reporting, and long-term thinking over short-term wins.
Read more about our mission, values, and culture.
Meet the Team
Behind every campaign is a team of SEO architects, content strategists, HubSpot specialists, and project managers — led by founder Clwyd Probert (MSc Computer Science, UCL) with experience spanning Wall Street, venture capital, and 14+ years of B2B marketing.
We are deliberately lean — senior practitioners doing the work, not account managers outsourcing it. Every client works directly with the people delivering results.
Meet the Full Team →Let's Talk About Your Growth
Whether you need SEO, AEO, HubSpot, AI consulting, or all of the above — the first step is a conversation about where you want to be.
Last updated: March 2026 · Statistics sourced from HubSpot, Semrush, FirstPageSage, and Ofcom — cited on respective service pages.