Clients Are Asking AI for Lawyers: How Small Firms Get Picked
Prospective clients aren't starting on Google like they used to. They're asking generative AI for recommendations - and big firms are getting named first.
Recent analysis shows large language models surface large firms over small firms 60% of the time. Why? Volume. More articles, citations, mentions, and reviews send stronger authority signals. Add to that: 72% of searchers use Google's AI Overview when it appears, which reduces the impact of traditional SEO you've invested in.
Another survey point worth noting: 85% of people still use Google in their process (down from 90% in 2023), while 28% say they use ChatGPT. The shift is underway. You don't have to like it - but you do need a plan.
Why SEO Alone Isn't Getting You Named
Generative AI doesn't "rank webpages" the way classic Google does. It compiles an answer from sources it views as credible, consistent, and corroborated across the web.
- Authority: Articles, citations, and thought leadership that others reference.
- Trust: Reviews, case studies, and third-party mentions that validate claims.
- Corroboration: Your name, address, and phone (NAP) match everywhere; facts align.
- Structure: Clear entities and schema that help systems identify your firm and practice areas.
If you've banked on rankings alone, you may still show up on page one - yet remain invisible to AI answers.
What To Do Now (No Hype. Just Steps.)
- Publish authority content: Short, plain-language answers to real client questions. Add FAQs, explanatory pages, and "If/Then" scenarios that mirror how clients ask.
- Show corroboration: Align your NAP across your website, Google Business Profile, Bar profiles, and key directories. Inconsistencies trigger mistrust.
- Earn mentions: Get listed in reputable directories and industry associations. Contribute quotes to local media and legal publications. Citations move the needle.
- Accelerate reviews: Build a weekly review routine. Ask every satisfied client. Respond to each review. AI weighs review volume, recency, and consistency.
- Use schema: Implement LegalService and LocalBusiness schema for practice areas, attorneys, locations, and reviews. Make your data machine-readable.
- Tighten your intake loop: Ask every new client, "Where did you find us?" Double down on what's working; reallocate what isn't.
30/60/90-Day Action Plan
- Days 1-30: Fix NAP across GBP, website, Bar directories, Avvo/Justia, and your top 20 citations. Ship 10 Q&A-style posts that answer specific client queries. Start a weekly review request cadence.
- Days 31-60: Add schema to services, attorneys, reviews, and locations. Publish two explanatory guides per practice area. Pitch quotes to one local journalist and one legal publication.
- Days 61-90: Create conversational resource pages ("What to do after…", "How the process works"). Host a short webinar or write a case study others can cite. Refresh older posts with clearer answers and sources.
Small Firm Advantage: Specific > Generic
Big firms win on volume. You win on focus. Go deep on the exact matters you want. Write like you talk to a client in your office. Keep it concrete and verifiable.
Examples: "First steps after a rear-end crash in Texas," "What counts as material breach in a small business contract," "How Texas courts handle possession schedules." Specificity signals relevance - and earns links.
Measure What Matters
- AI visibility: Ask Perplexity, ChatGPT, Claude, and Gemini who they recommend for your practice + city. Track monthly.
- Review velocity: Count new reviews per week and response time.
- Entity consistency: Audit NAP and schema quarterly.
- Referral source clarity: Intake form includes "How did you find us?" with AI options.
- Brand queries: Watch growth in "[Your Firm] + practice area + city" searches.
Tools and References
Understand how Google frames AI Overviews and experiment with how your content appears there.
Time vs. Money: Pick Your Path
- More time than money: Write two Q&A pages per week. Standardize review requests. Fix citations. Add schema. Track AI recommendations monthly.
- More money than time: Hire help for content, schema, PR placement, and review systems. Require monthly reporting on AI visibility, not just keyword rankings.
Bottom Line
SEO isn't gone, but it won't carry you. AI looks for authority, consistency, and proof. Give it what it needs and you'll get named more often - by machines and by people.
If you want a simple way to get up to speed on AI tools and workflows that support this strategy, explore curated options here: AI Courses by Job.
Your membership also unlocks:
