AI SEO for lawyers.
When your customers ask ChatGPT, Gemini or Perplexity who to go to, the answer names a handful of businesses. This page is how your firm becomes one of them — the exact queries, signals and pages that decide it.
That’s the whole game: being the name inside the answer.
What your customers are asking AI right now
Real query patterns for lawyers. Every one of these ends with an AI naming businesses — the only question is whose.
- “family lawyer near me free first consultation”
- “how much does a will cost”
- “unfair dismissal lawyer [city]”
- “best criminal lawyer near me”
- “conveyancing fees [state]”
Why lawyers win or lose in AI answers
Clients arrive at AI with a problem, not a practice area
Many prospective clients describe a problem rather than type "litigation services" — for example, "my landlord kept my bond, what can I do?". Content that meets the problem can improve relevance if an AI answer also surfaces local firms.
Fee opacity filters out real clients
"How much does a will cost" and "what does conveyancing cost" are shortlisting questions. Honest ranges provide useful comparison information, while "contact us for pricing" adds friction and gives answer systems little to cite.
One firm, five practice areas, zero clarity
Specific expertise is easier to verify than a broad list. A firm page that compresses ten practice areas into one paragraph can dilute relevance, while substantial practice-area pages provide clearer evidence of scope.
The exact signals that get a lawyer named
- 1Attorney / LegalService schema (real schema.org types) — one per practice area, not one generic block
- 2A page per practice area written around the client's question, not the legal category name
- 3Plain-English fee guidance where the work is standardisable: wills, conveyancing, first consultations
- 4Google Business Profile and Bing Places per office, consistent across directories and law-society listings
- 5Lawyer profile pages with credentials in text — engines verify people, not just firms
The generic version of this list, with difficulty ratings, is in our 20-step guide — the list above is what it looks like for your trade specifically.
Question pages that win for lawyers
LLMs quote pages that answer one question plainly. These are the ones worth owning in your area:
- "How much does a will cost in [state]?" — perennial, high-volume, rarely answered plainly
- "Unfair dismissal: do I have a case?" — meets the client at the moment of the problem
- "What happens at a first consultation" — lowers the barrier AI clients feel
Lawyers ask us
How do law firms get recommended by ChatGPT?
Per-practice-area schema and pages, consistent listings, credential-rich lawyer profiles and content that answers the client's question make specialist expertise easier to verify. A generic paragraph covering ten practice areas usually provides weaker evidence, and no structure guarantees a mention.
Is publishing fee information appropriate for a law firm?
For standardisable work — wills, conveyancing and fixed-fee consultations — ranges can be client-friendly and citable where professional rules allow. For complex matters, explain how fees work instead (hourly vs fixed, what a first consult covers). Both provide more useful context than silence.
We're a referral practice — does AI visibility matter?
Some referred clients verify a firm through search or AI before calling, asking about the practice area and process. Accurate, contextual information can reinforce a referral; missing or conflicting information may introduce doubt.
We do this for other industries too
Ready to make your legal services easier to verify?
The $200 audit tests your real customer queries across ChatGPT, Gemini and Perplexity, and hands you the fix list — use it with us or run it yourself.