For law firms

Your reputation is real. The AI answer names someone else.

When a prospective client asks ChatGPT or Perplexity for a lawyer, the answer is assembled from directories, bar listings and the few pages that actually answer the question. A firm can be respected by everyone who knows it and still be missing from that answer.

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Working withLaw firms and professional services across the US · English and Spanish
A check we ran in Miami

Named in 0 of 7 answers.

In September 2026 we ran our AI visibility check on a family law boutique in Miami. Board certified partners, well described in the directories that matter. Then we asked ChatGPT and Perplexity the questions a buyer would type.

0 of 7answers to buyer questions named the firm
2 of 2assistants described it accurately when asked by name
5directories and bar sources that description was built from

The question built around what the firm is best known for, a board certified attorney for a high net worth divorce, went to other Miami firms in both assistants. The reputation was there. It just wasn't reaching the answers where buyers were still choosing.

One run per assistant, one firm, one week. A sample, not a census. We don't name the firm: it never asked to be an example.
Where the answers come from

A handful of directories do most of the talking.

A 2026 index of legal AI visibility by 5W found that assistants recommending lawyers lean on a short list of directories, Chambers, Legal 500, Super Lawyers, Best Lawyers, Martindale, Avvo and Justia, and that individual firms rarely show up as a source in their own right (read the index). So the work is less about another blog post and more about what those sources, and your own pages, say about you.

Credentials only in page text

Board certifications, bar leadership, years in practice: written in a paragraph a person reads and a machine can't verify. Structured data that names the firm and none of its attorneys.

Profiles thinner than the firm

The firms that got named in Miami came through Super Lawyers, Avvo and Justia listings. A dated or half-filled profile there is invisible exactly where the recommendation gets built.

No page answers the question

How fees work, how long a divorce takes, what to bring to a first meeting. When a firm's site doesn't say it, the assistant quotes a cost guide or a competitor instead.

Before AI, the map

A suspended profile is the emergency nobody plans for.

We read what firm owners write in Google's own help community and in the Local Search Forum. The most common problem wasn't rankings. It was a suspended Business Profile: rejected video verifications, appeals denied without an explanation. Right behind it, reviews that were fake or simply vanished.

We treat that as part of visibility. A firm that drops off the map loses the calls the map was sending, whatever any assistant says.

How we work with firms

Three scores, measured before and after.

LAYER 01

Found

The firm appears for the practice areas and places it actually serves: in search, on the map and in AI answers about lawyers in your market.

Practice area pagesBusiness ProfileDirectoriesAI answers
LAYER 02

Trusted

Attorneys, certifications, admissions and practice areas described in structured data a machine can check, and saying the same thing on every directory the assistants read.

Attorney schemaProfile consistencyReviews
LAYER 03

Chosen

Whether the firm gets named when a buyer asks. We run the same questions every month, so progress is a number you can see, not an impression.

Buyer questionsAnswer pagesMonthly measurement

Where this fits, and where it doesn't.

Probably not a fit

  • You buy personal injury leads by the week
  • You want a guaranteed ranking or a "best lawyer" claim
  • You need new calls before this month closes
  • You'd rather keep attorney credentials off the site

    • Strong fit

  • You run an estate, family or business law practice
  • Your reputation is stronger offline than online
  • You already pay for Ads or LSA and want a channel you own
  • You'll keep your directory profiles complete and current

    • Questions firms ask

    Does this work within our state bar's advertising rules?
    That's the starting point, and your firm stays responsible for what it publishes. Nothing we write promises an outcome, calls an attorney a specialist or an expert without the certification to back it, or pays anyone for a referral. Some states, Florida among them, go further than the ABA Model Rules, so your state's rules are part of the brief from day one.
    Can you guarantee ChatGPT will recommend us?
    No, and nobody honest can. Assistants change their answers from one week to the next. What we can do is measure where you're named today, fix what they read, and ask the same questions again so you see whether it moved.
    Our Google Business Profile is suspended. Can you help?
    We can work out what likely triggered it, what the reinstatement request needs and what to fix before you send it, then keep the profile consistent with every directory afterwards. Reinstatement itself is Google's decision, so we won't promise it.
    Do we need to start a blog?
    Not necessarily. What assistants quote is usually a page that answers one question well: how fees work, how long a process takes, what to bring to a first meeting. A few of those do more than a blog that stopped years ago.
    Our clients ask in English and Spanish. Does that matter?
    A lot, in markets like Miami. Buyers ask assistants in both languages. We work in both, so each version of a page can answer the questions its readers actually type.

    Read before you book.

    Strategic audits start at USD 1,500. Ongoing partnerships start at USD 1,800 a month. See what each includes

    Let's see who the AI names in your market.

    A 30-minute call to look at what a buyer finds today when they ask for a firm like yours, and whether this is worth building.

    Book a Strategic Fit Call
    Engagements are scoped around the business, opportunity and level of support required.
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