Your next client may ask AI, not Google. Here's how to show up

AI Is Changing How Clients Find Lawyers: What Small Firms Must Do Now

Prospective clients are starting to ask generative AI for legal help before they scroll Google. New analysis from JD Supra points to a clear shift: large language models recommend large law firms over small ones roughly 60% of the time. That advantage tracks with volume - more articles, citations, and mentions.

Because these systems lean on authority signals, the bias is set to grow unless small firms adapt. Meanwhile, 72% of searchers now use Google's AI Overview when it's available, which reduces the impact of years of traditional SEO work. This is not the disruption most small firms expected, but it's here.

Why AI Doesn't See SEO as Enough

Generative AI doesn't "rank" the old way. It synthesizes. It looks for authority, credibility, trust, and corroboration across the web - not just keyword relevance.

If your firm lacks reviews, third-party mentions, citations, or structured data, you can still sit high in Google and stay invisible to AI answers. Those rankings matter, but they aren't the only path to referrals anymore. The National Law Review has been clear: firms must adjust their marketing to match how AI gathers and weighs signals.

The Playbook: How Small Firms Get Seen by AI

• Publish authority content that answers real questions. Create plain-language pages that address specific client problems: "What happens after a DWI in Texas?" "How does probate work if there's no will?" Use conversational resource pages, short explainers, and FAQs. Aim for clarity and depth, not jargon.
• Build outside credibility, not just your blog. Earn mentions in local media, bar associations, legal directories, and respected community sites. Ask happy clients for reviews on Google and relevant platforms. Citations and reviews are strong trust indicators for AI.
• Track how new clients found you. Add "How did you hear about us?" to intake. Double down on what's working. If AI gets mentioned, invest more there - content, reviews, and third-party features.
• Fix your Google Business Profile (GBP). Make sure your name, address, phone, hours, categories, and services are accurate and consistent across the web. Discrepancies lead to AI mistrust.

Practical Upgrades That Compound

• Structured data: Add Organization, LocalBusiness, Attorney, and Review schema to key pages to help AI systems verify details.
• Credible bylines: Include attorney bios with credentials, jurisdictions, and recognitions. Link those bios to your articles and FAQs.
• Evidence over hype: Publish matter overviews, checklists, and process pages. Avoid puffery; show how you work.
• Systematic reviews: Ask at key milestones, provide a direct link, and respond to every review.

What the Numbers Say (And How to Respond)

An iLawyer marketing survey found that more than 85% of people still use Google as one option in their search for legal services, down from over 90% in 2023. At the same time, 28% reported using ChatGPT. SEO still delivers, but its share is shrinking as AI gains ground.

If You Have More Time Than Budget

• Ship one helpful explainer or FAQ per week based on actual client questions.
• Request two to three client reviews per month and reply to each one.
• Pitch one local media or association mention per month. Start small, stay consistent.

If You Have More Budget Than Time

• Engage a legal-focused marketing partner (like MACH10X) to produce authority content, secure citations, and tighten GBP and structured data.
• Set monthly targets: content volume, review counts, and third-party mentions.
• Measure lead sources and cost per qualified consult across SEO and AI channels.

Signals That Tell You It's Working

• Higher inclusion in AI answers (clients mention ChatGPT, Perplexity, Gemini, or AI Overview).
• Steady growth in reviews and third-party mentions.
• More branded searches and direct inquiries in your intake notes.

Bottom Line

AI is now a referral source. Large firms win by default because they flood the web with authority signals. Small firms can close the gap with consistent content, credible citations, clean data, and a disciplined review process. Start this month, measure weekly, adjust monthly.

If you want structured training on AI tools that impact legal marketing and intake, explore Complete AI Training by job role and pick a track that fits your team.