01
Are you being named?
The same set of questions, asked of each AI tool on a schedule, phrased the way clients phrase them. We track whether you're named, how often, and what's said.
AI search for law firms
Ask ChatGPT who to hire. Does it name your firm?
More people now ask ChatGPT, Google's AI answers, Gemini or Copilot for a lawyer instead of scrolling a page of links. The AI names two or three firms. We do the work that makes yours one of them.
50 to 100 Extra Calls a Month, From ChatGPT.+50 to 100 CallsReal result · Family Law · AI SearchA family law firm now showing up first in ChatGPT. It has added 50 to 100 calls a month over the last three months, and they're signing a lot of them.Read the story
Individual result, not a promise of any specific outcome.
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
See it for your firm
Picture your firm as the answer.
Type your firm, city and practice area. This is the kind of answer we work toward: an AI assistant naming your firm, with reasons it can point to.
Illustration of the goal. Results vary.
- 1Someone asks an AI assistant who to hire.
- 2The answer names your firm.
- 3It gives its reasons: your reviews and your own guide.
The short answer
If you read one part of this page, read this.
AI search is the work of getting your firm recommended inside AI answers: ChatGPT, Google AI Overviews and AI Mode, Gemini and Microsoft Copilot. There's no ad spot inside those answers to buy. These tools read what's public about your firm (your website, Google Business Profile, reviews, directory listings and content) and name the firms they're most confident about.
So the job is making that picture clear, consistent and credible everywhere the AI looks. We restructure your website so AI tools can read and quote it, make your details match across Google, Bing and the legal directories, build the review and content signals they lean on, and track the calls that come from it.
It's a slow build: months, not days. One of our family law clients now shows up first in ChatGPT, and over the last three months that has added 50 to 100 calls a month. Once you're the answer, you tend to stay the answer.
The mechanism
How AI answers decide which firms to name.
Nobody outside these companies knows the exact recipe, and it keeps changing. But working on this for our clients, the pattern is pretty consistent.
- They search, then summarize
Ask ChatGPT, Gemini or Copilot "who's a good DUI lawyer near me?" and it usually runs a web search behind the scenes, reads the pages that come back, and writes an answer from them. Google's AI Overviews and AI Mode do the same with Google's own index and Business Profile data.
So the pages and listings that show up for those searches are the raw material. If you're not in the material, you're not in the answer.
- They look for agreement
AI tools get more confident when the same facts show up in lots of places: your firm name, practice areas, city and phone number, all matching.
If your website says one thing, your Avvo profile says another and your Google profile is half empty, the AI tends to name someone it's surer about.
- They trust other people more than you
What you say about yourself counts. What other people say about you counts more: reviews, directory listings, mentions on other sites, local news.
Reviews get read closely: how many, how recent, and what they say you actually did. AI answers often quote them back to the person asking.
- They need pages they can quote
An AI can only recommend you for what it can find written down. One vague page listing twelve practice areas doesn't tell it what you're good at.
A clear page for each practice area and location, a plain answer at the start of each, and structured data that labels who you are make you easy to understand and easy to quote.
- Different tools read different sources
Google's AI Overviews, AI Mode and Gemini live in Google's world: its index and your Business Profile. Microsoft Copilot is built on Bing, and ChatGPT's web search has drawn on Bing results too.
A firm that has only ever thought about Google can be close to invisible on the Bing side. Covering every tool means covering both.
Who it's for
Is this right for your firm?
A two-minute test: ask ChatGPT, Gemini and Copilot who to hire for your practice area in your city. If you're not named, someone else is getting that call.
A good fit
- Practice areas where people ask for a recommendation: family law, estate planning, personal injury, criminal and DUI defense, immigration and similar.
- Firms building for the long term that will keep feeding it reviews and content.
- Firms changing direction. One of our clients used it to move from family law into estate planning.
- Firms with a working website, an active Google Business Profile and reviews coming in. If you're missing those, we build them first, because they're exactly what the AI reads.
Probably not the right fit
- Firms that need signed cases this month and nothing else. AI search is a months game. Pair it with ads if you need cases now.
- Firms that won't ask for reviews at all. The AI wants proof from real clients.
How it works
Step by step.
Five stages, and the last one never really ends.
We check what the AI says about you today
We ask ChatGPT, Google AI Mode, Gemini and Copilot the questions your clients ask, in your city, and record who gets named and what's said about you. That's the baseline every later check is measured against.
We fix the facts everywhere
Firm name, address, phone, practice areas, hours and website, identical on your Google Business Profile, Bing Places, the legal directories, your bar or law society listing and your social profiles. Mismatches are one of the most common reasons an AI hedges.
We restructure your website so AI can read it
A clear page for each practice area and location you want to be known for, a plain answer at the start of each, structured data that labels who you are, and nothing blocking AI crawlers.
We build the signals that keep coming
A steady flow of reviews, regular Business Profile posts, and short videos and answers from you that keep the picture current. This is the part that compounds.
We measure and adjust
We re-run the same questions on a schedule, watch AI referral traffic in your analytics, and ask new callers how they found you. Then more goes into what's moving.
What we work on
Six places the AI looks, and what we do in each.
AI search isn't one task. It's a handful of places that all have to tell the same story about your firm.
- Your website
The one source you fully control, so it carries a lot of weight. A page for each practice area you want to be known for, and location pages where you genuinely work. Each opens with a plain answer, then the detail: who you help, how the process works, and the questions people ask in consultations.
Behind the scenes: structured data (labels that tell machines this is a law firm, these are its lawyers, this is what it does and where), a fast site, and AI crawlers allowed in. You'd be surprised how many law firm sites block them by accident.
- Google Business Profile
It feeds Google's AI answers directly, and Gemini draws on the same data. We fill in every field, pick the right categories, list your services, add real photos and post to it regularly. Calls from it are free, because it isn't an ad.
- Reviews
AI tools count them, check how recent they are, and read what's in them. A review that describes what you actually did tells the AI far more than five stars and the word "great."
We set up a simple ask at the right moments: after a consultation goes well, and when a matter closes. A one-star review on a profile with 80 reviews is noise. On a profile with 6, it's the headline.
- Legal and local directories
Avvo, Justia, FindLaw and Martindale-Hubbell, your bar or law society listing, and general ones like Yelp and the BBB show up constantly for lawyer searches, so AI tools read them constantly. We claim the ones that matter for your practice area and keep every detail matching.
- Bing
The one most firms forget. Copilot runs on it, and ChatGPT's search has drawn on Bing results too. We set up Bing Places, connect your site to Bing Webmaster Tools, and submit new pages through IndexNow so Bing picks up changes quickly.
- Your content
Your videos and posts do double duty. People watch them before they call, and AI tools read them to understand what you know. We turn the questions clients already ask into short videos and posts, lined up with the practice areas you want to be named for.
Working with us
What the first three months look like.
Nobody can promise when an AI starts naming you. Here's what we actually do, and when.
Week 1
The baseline
We ask each AI tool the questions your clients ask, in your city, and write down who's named and what's said about you. We also pull every listing of your firm we can find. You get both: where you stand, and what we're fixing first.
Month 1
The fixing
Mismatched details corrected on Google, Bing Places and the directories. AI crawlers checked and let in. Review requests going out at the right moments. The first practice-area pages rewritten to open with a plain answer. The heaviest month of work, and most of it you never see.
Month 3
The first honest read
We re-run the same questions against the baseline and show you what moved, next to AI referral visits in your analytics and what new callers say. Some firms see clear movement by now. For many, the picture is still forming. We'll tell you which one you are.
Who does what
What we do, and what your firm does.
Most of this is on us. Your part is the stuff only a lawyer can do, and you're probably doing most of it already.
What we do
- Check what ChatGPT, Google's AI answers, Gemini and Copilot say about your firm today
- Fix your details across Google, Bing, the directories and your social profiles
- Rebuild or restructure website pages so AI tools can read and quote them
- Run your Google Business Profile: services, photos and regular posts
- Set up review requests so they go out at the right moments
- Plan content topics, then edit and publish your videos
- Track AI referrals and tell you plainly what's moving
What your firm does
- Ask happy clients for a review when the system prompts you
- Film short answers to the questions you hear every week, an hour or two a month
- Check new pages for accuracy before they go live
- Tell us when something changes: a new practice area, office or lawyer
Measuring it
How we measure results.
Attribution here is the fuzziest of anything we do. Some callers will tell you ChatGPT recommended you. Most won't, so we measure it from four angles.
02
AI referral traffic
Visits from ChatGPT, Gemini, Copilot and Perplexity show up as referrals in your analytics. We separate them out so you can see the trend month to month.
03
"How did you hear about us?"
The simplest tracker there is. We add it to your intake forms with an AI option, and ask you to note the answer on calls.
04
Calls and signed cases
In the end it should look like more calls and more signed cases from people who already trust you. Lead sources in your CRM keep the overall trend visible, even when a single call can't be traced.
Real results
What this looked like for real firms.
The first two are AI search results. The third is the reputation work AI tools read: six months building a credible presence, and now people approach the firm first.
50 to 100 Extra Calls a Month, From ChatGPT.
AI searchFamily Law · AI Search
+50 to 100 Calls
Read the full storyA family law firm now showing up first in ChatGPT. It has added 50 to 100 calls a month over the last three months, and they're signing a lot of them.
- An extra 50 to 100 calls a month over the last three months.
- Showing up first in ChatGPT.
- Signing a lot of them, with lead quality the firm calls incredible.
Identifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
“They are always well-prepared and provide honest feedback, and hold you accountable with regular calls and check-ins.”
Before you book
What owners ask us first.
The five things owners ask before they hire us for this, answered straight.
“I tried an agency before and got burned.”
A lot of our clients came to us after exactly that. No long-term contracts, you own everything we build, and you deal directly with the people doing the work, not an account manager.
And on AI search you get the week-one baseline, so you can check our progress against the same questions yourself.
“I don't have time for this.”
Most of it is on us. Your part is asking happy clients for a review when the system prompts you, checking new pages for accuracy, and, if you're up for it, filming short answers an hour or two a month.
“Will this work in my market or practice area?”
It pays off fastest where people ask for a recommendation: family, estate planning, personal injury, criminal and DUI defense, immigration. We work with law firms across the US and Canada, and also in Australia and the UK. The AI tools work the same way in all four; what changes is who you're up against, and the week-one baseline shows you that.
“What if the leads are bad?”
People who call because an AI named you have usually read about you first. The family law firm in our case study is signing a lot of those calls, and calls the lead quality incredible. Individual result, not a promise. Either way, every call's source is tracked, so you'll see the quality for yourself.
“How do I know it's working?”
The same questions, asked on a schedule and compared against your week-one baseline, plus AI referral visits and what callers say on the form. Expect it to show up as more calls overall, since most people won't mention the AI.
The next step
30 minutes, and a straight answer.
It's a conversation about your firm, not a presentation about us. Here's exactly what happens on it.
You tell us how cases come in today
Your practice areas and market, what's running now, what you've tried before, and what didn't work.
We tell you what we see
Where the gaps are, what we'd start with and why, and what it would need from you.
You get a straight answer
If we can help, we outline what working together would look like. If we can't, we say so.
“He was a thoughtful listener and quickly grasped the unique aspects of my practice. The plan he outlined was cohesive, insightful, and felt highly actionable.”
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
Common mistakes
Where firms go wrong.
We see these constantly. Each one quietly lowers the odds the AI names you.
Treating it as a one-time project
The AI's picture of you keeps updating. A burst of work followed by a year of silence lets a more active competitor take your place.
Blocking the AI crawlers
Some security settings and website plugins block AI crawlers by default. If they can't read your site, they can't recommend you.
Details that don't match
An old address on one directory, a different phone number on another. Each mismatch makes the AI a little less sure you're who it thinks you are.
Forgetting Bing
Plenty of firms have never touched Bing Places or Bing Webmaster Tools. That's a big part of what Copilot reads, and it's a quick fix.
Quitting before it forms
It builds over months, and most of it shows up as "more calls" rather than a neat line in a report. Firms that quit early hand the spot to someone else.
FAQ
Questions lawyers ask us.
Straight answers to what comes up on almost every first conversation.
Can a law firm really show up in ChatGPT?
Yes. One of our family law clients now shows up first in ChatGPT, and over the last three months that has added an extra 50 to 100 calls a month. Individual result, not a promise, but it shows the channel is real.
Can I pay to be recommended by ChatGPT or Google's AI?
No. Some of these tools show ads around their answers, but you can't pay to be the firm the AI recommends. That comes from what's public about your firm: your website, profiles, reviews and content.
How long does AI search take to work?
Months, not days. The AI's picture of a firm builds slowly, and once it's formed it tends to stick. If you need cases sooner, run ads alongside it. Most of our clients do.
Is this just SEO with a new name?
There's overlap: clean website structure, a strong Business Profile, reviews and consistent listings help in regular Google results too. We don't sell SEO as a separate service, because that work is built into AI search and the websites we build.
The difference is the target. Instead of a ranking position, we work on what the AI says when someone asks for a recommendation, which also means covering Bing and the directories AI tools read.
Which AI tools do you cover?
ChatGPT, Google AI Overviews and AI Mode, Gemini and Microsoft Copilot, and we check Perplexity too. They pull from different places (Google's index, Bing's index, directories and review sites), so the work covers all of them.
Do I need a new website for this?
Not always. Often we can restructure what you have: clearer practice-area pages, plain answers, structured data. If the site is slow, hard to edit or blocks crawlers, rebuilding can be quicker than patching. We'll tell you which once we've looked.
Want to be the firm the AI names?
Book a free 30-minute call. Tell us your practice areas and city, and we'll walk you through how we'd approach it for your firm. If we can't help, we'll say so.