Why does AI search matter for a law firm?
People now ask AI tools questions they used to type into Google, and legal questions are a big part of that:
- "How much does conveyancing cost in Colchester?"
- "Do I need a solicitor for probate if there is a will?"
- "Employment solicitor near Canary Wharf for unfair dismissal"
When Google searched for "law firm website design" in October 2026, it showed an AI answer above every normal result, citing three specialist agencies by name. The same thing is happening for searches your clients make. If your firm is not named in that answer, many people never scroll down to find you.
What makes AI tools quote one firm and not another?
AI tools tend to quote pages that Most law firm pages instead
Answer the question in the first sentence
Open with "We are a leading firm with over 50 years of experience"
Give specific, dated facts (fees, timescales, steps)
Stay vague to avoid committing
Show who wrote them and why they know
Have no author
Use clear question headings
Use headings like "Our approach"
Are marked up with structured data
Have none
What do we do?
- Baseline. We ask the main AI tools a set of questions about your practice areas and locations, and record what they say today.
- Fix the structure. Answer-first opening sentences, question headings, FAQ and LegalService markup, author pages for fee earners.
- Fill the gaps. Pages for the questions AI tools are answering without you, especially SRA-covered price questions.
- Build trust signals. Consistent firm details on the SRA register, the Law Society's Find a Solicitor, Google and legal directories.
- Track monthly. The same questions, asked again, reported next to your Google rankings.
What does it cost?
Authority
£3,997 per month
Growth
£1,997 per month
Local
£497 per month
Rolling monthly, 30 days' notice, no minimum term. No ranking, citation or revenue outcome is promised, because Google and AI providers decide those.
What we will not claim
We will not show you a made-up "AI visibility score" or promise a citation. AI answers change, and measurement is still imperfect. What you get is an honest monthly record of what the tools actually said.
Frequently asked questions
Is this about using AI inside our firm?
No. This page is about how AI tools such as ChatGPT, Gemini, Claude, Perplexity and Google's AI answers describe your firm to potential clients. It is marketing, not legal tech.
Do people really ask ChatGPT for a solicitor?
Yes, increasingly, especially for questions like 'how much does probate cost' or 'what should I do after being dismissed'. Those answers often name or link to firms. We check what they say about your practice areas and location.
Can you guarantee ChatGPT will recommend us?
No. AI providers decide what their tools say and change it often. We make your site as easy as possible to read and quote, and record what the tools say each month so you can see the trend.
How do you measure AI visibility?
We ask the main AI tools a fixed set of questions agreed with you, such as 'family solicitor in Wimbledon', record the answers before we start, then repeat monthly. It is a manual and tool-assisted check, not a perfect measure, and we say so in the report.
Is AI visibility sold separately from SEO?
No. The same pages do both jobs, so it is one service.