Generative AI (Gen AI) is Changing the Way People Find and Choose Law Firms
Tools like ChatGPT, Gemini, Perplexity, and Claude, are quickly supplanting traditional search engines. Understanding and influencing how these AI Search Bots represent your firm matters now more than ever.
Unlike Traditional Search that gives users a list of options to explore, Gen AI delivers one direct answer, essentially presented as “fact”, even when it’s based on limited or outdated information. That means that what AI “knows” about your company or brand could be the first and only impression a potential customer gets.
Why Gen AI Search Optimization Matters
470%The growth in Gen AI search in the last year.
60%The amount of Google searches that end with no clicks—people are getting answers from Gemini, not your website.
64%AI answers are seen as more persuasive than humans 64% of the time.
23%Gen AI users convert at a rate 23% higher than organic search.
25%Traditional search traffic is projected to drop an additional 25% by 2026.
What Gen AI Sees is What Consumers Believe
Your brand’s digital footprint—website content, social media, SEO signals, third-party mentions,
advertising, PR, etc—shapes how Gen AI presents your firm.
If these signals aren’t consistent or aligned with your firm’s brand narrative and goals, Gen AI will
misrepresent (or ignore) your strengths entirely.
Gen AI Optimization Works by Focusing on Three Key Areas
Content
Develop content that's topical and conversational and built for Gen AI to easily understand.
Digital Brand Perception
Optimize the firm's entire digital brand presence, including website, social, PR, and rankings, to create a consistent message across multiple channels.
Context
Ensure the firm is positioned correctly on third party websites to appropriately reinforce firm strengthens to Gen AI.
To grow your business, you need a professional digital marketing strategy that speaks to your customers and their needs.
CLEAR INSIGHT INTO HOW AI SEES + TALKS ABOUT YOUR BRAND
BETTER VISIBILITY IN AI-DRIVEN SEARCH RESULTS
A STRONGER, MORE CONSISTENT DIGITAL BRAND ACROSS PLATFORMS
MORE OPPORTUNITIES TO ATTRACT + CONVERT HIGH-VALUE CUSTOMERS