Problem-first
“A former employee is threatening to sue us for discrimination. What should we do first, and who handles this?”
The moment of need. The buyer describes the problem before they know which kind of lawyer to hire.
AEO, GEO and SEO for law firms
Clients ask AI who to hire.Make sure it names your firm.
You have the matters, the clients and the reputation. AI assistants now shortlist firms before a client ever calls, and many established firms are simply not named. We fix that, with SEO as the foundation and AI answers as the aim.
- For established firms
- Partner-led and reputation-first
- Written by people, approved by you
Free instant audit. See what AI says about you.
Rather have a person do it?Ask for a free manual audit
Built to get you named in
Google
ChatGPT
Gemini
Claude
Perplexity
Who are the best employment lawyers for a mid-size company in Chicago?
AI answer
- Large national firm
- Another national firm
- Legal directory listing
- Your firm is not named
Illustrative example
How clients ask now
Your next client is typing a question, not a firm name
Before anyone phones a firm, they describe a situation to an AI assistant and read the shortlist it gives them. Each of these questions is a place your firm is either named or invisible.
Comparison
“Best mid-size law firms for commercial real estate disputes in Texas”
A shortlist query. AI leans heavily on rankings and directories to build the list.
Category
“Employment law firm that represents employers, not employees”
Positioning matters here. A firm that does not state who it acts for is hard to place.
Local
“Business litigation attorney in Denver for a contract dispute”
Local and practice signals together. Offices, attorney profiles and reviews all feed the answer.
Problem-first
“Our founder wants to sell the company. Do we need an M&A lawyer or a corporate lawyer?”
A confused buyer asking a real question. The firm that answers it clearly gets considered.
Comparison
“Should we hire a boutique firm or a large firm for a trade secrets case?”
A buyer weighing firm types. Honest comparison content is rare, which makes it quotable.
Examples of how buyers phrase these questions, not measured search volumes.
Why firms go unnamed
Reputation is real. It is just not written where AI can read it.
Established firms assume AI will find them the way referral sources do. It does not work like that.
Partners know. AI only knows what is written down
Your reputation lives in referrals and relationships. An AI assistant only sees what is published about you in places it trusts, and most firm sites describe the firm in general terms.
Directories and rankings do the talking
In our audit of 22 established firms, a firm’s own website accounted for 0.6% of the sources AI cited. Rankings, directories and reference sites did the rest.
The biggest brands crowd everyone else out
The same few global names kept appearing whatever was asked. Kirkland & Ellis was named as an alternative in 20 of 110 answers, Latham & Watkins in 15 and DLA Piper in 14.
Practice pages answer lawyers, not clients
Pages list services and credentials. Clients ask about situations: what happens, what it costs, what to do first. Without those answers there is nothing for AI to quote.
Where AI looks
The places AI looks before it names a law firm
These sources appeared most often in our audit of 22 established firms. If you are not present and accurate in them, you are harder to name.
Wikipediaen.wikipedia.org- BBest Lawyersbestlawyers.com
- BBest Law Firmsbestlawfirms.com
- CChamberschambers.com
- SSuper Lawyerssuperlawyers.com
- JJustiajustia.com
- LLegal 500legal500.com
- CClioclio.com
Counted across 880 citations in our October 2026 audit. A source appearing here is not an endorsement, and we do not guarantee placement in any directory or ranking.
Our audit
We audited 22 established law firms. Most were hardly named.
We asked AI assistants five buyer questions per firm, with the firm’s name left out. The results were not close to what these firms’ reputations suggest.
23.6%
Average AI visibility across 22 established firms and 110 buyer queries
19 of 22
Named in two of five queries or fewer
8 of 22
Not named in a single query
0.6%
Of cited sources were the firm’s own website
Research
We audited 22 established law firms for AI visibility
Every firm, every score, the full method and its limits. Free to read.
Read the full auditEstablished mid-to-large firms only, chosen by us rather than at random, so this likely flatters smaller practices. One run on one day, and AI answers change. Three firms could not be scanned.
Practice area map
The same firm, a different question for every practice area
AI does not rank a firm. It answers a question. So the work is different for each practice area, because the question and the sources behind it are different.
| Practice area | What the client asks AI | What the answer leans on | Our first move |
|---|---|---|---|
| Employment and labour | A manager wants to dismiss someone on medical leave. What are the risks? | Explainers, state guidance and a few ranked firms | Situation pages that answer the first-call questions, written with a partner |
| Corporate and M&A | How do I choose a lawyer to sell my company? | Rankings, directories and large-firm brands | Deal-stage guides and credible third-party mentions |
| Commercial litigation | Who handles a breach of contract dispute worth over a million dollars? | Directories, legal media and coverage of outcomes | Matter-type pages and press coverage, within your disclosure rules |
| Real estate and construction | Who can enforce a construction contract against a developer? | Local firm profiles, industry bodies and trade media | Sector pages and industry-body presence |
| Personal injury | What should I do after a serious accident? | Local results, reviews and community forums | Local entity signals, a clean review profile and plain-English answer pages |
| Private client and estates | Do I need a trust, or is a will enough? | Explainers and local directories | Decision guides that say when each option fits, with honest limits |
The programme
AEO and GEO first. SEO as the foundation underneath.
AI assistants and Google read the web the same way. They look for a clear entity, direct answers and agreement from sources they trust. We build all three, in the order that gets your firm named.
01
Make the firm legible to AI
Who you are, which matters you handle, where and for whom, stated consistently across your site, your profiles and your directory listings.
- Firm and attorney entity profiles and structured data
- Practice-area positioning in the words clients use
- Fixes so AI crawlers can read every page
02
Answer the client’s first call
Plain-English pages that answer what clients ask before they hire: what happens, how long, what it costs and what to do first. Written by people who know the subject and reviewed by your partners.
- Situation and question pages for each practice area
- Comparison guides, such as boutique or large firm, fixed fee or hourly
- Answer blocks built to be quoted
03
Earn the mentions AI trusts
Directories, rankings, legal media and professional bodies shape what AI names. We help your firm earn an accurate presence there, openly and within your advertising rules.
- Directory and ranking profile audit and clean-up
- Legal media and thought-leadership placements
- Review and reputation profile management
04
Measure what AI says
We track how assistants describe your firm across the questions that matter and report it next to search performance, so you can see movement in both.
- A baseline audit of AI answers for your practice areas
- Ongoing citation and mention tracking
- Search impressions, enquiries and consultations booked
SEO is the foundation of all of this, and we run it properly: technical health, structure, content and links. The aim is the AI answer, because that is where the shortlist is forming. The work that gets a firm cited tends to strengthen classic search as well, but we do not promise rankings, citations or a number of enquiries.
Pick your lane
Most firms start with Inbound. Some add outbound.
Answer four questions and see which lane fits a firm like yours. It is a starting point for the discovery call, not a quote.
Your recommendation
Answer the four questions to see which lane fits.
It takes about twenty seconds. The answer is a starting point for the discovery call, not a quote.
Our usual recommendation for Law firms
They find you
Inbound
$2,500 a month
Or $6,000 a quarter, or $18,000 a year, paid up front.
AEO, GEO and SEO programme with visitor identification and scoring, so the attention you earn is worked, not just counted.
How AEO and GEO workYou reach them
Outbound
$2,500 a month
Or $6,000 a quarter, or $18,000 a year, paid up front.
Managed outreach across calls, email and LinkedIn to the accounts you choose, timed by buying signals, with human approval before anything sends.
How signal-based outbound worksBoth, as one system
Full Hybrid
$5,000 a month
Or $12,000 a quarter, or $36,000 a year, paid up front.
Inbound and Outbound together, synced to one file per prospect, so nothing falls between the two.
Compare the three lanesBilled monthly with no lock-in. We recommend around six months because search and AI citations compound, but it is a recommendation, not a minimum. Prices exclude taxes. Full pricing and Terms.
Is it worth it?
What is one new client worth to your firm?
No benchmarks and no promises. Enter your own figures and see what a few more consultations from search and AI would be worth against the programme fee.
Your numbers, not ours
The figures pre-filled are placeholders, not benchmarks. Replace them with yours. If you do not have them yet, the manual audit estimates demand for you.
4.5
Consultations a month
1.1
New clients a month
$16,875
New fees a month
0.9
Months to cover six months of fees
Six months of the programme at monthly billing is $15,000. At $15,000 a client, one new client covers it.
Arithmetic on the figures you entered. It is not a forecast and not a promise of results, and it ignores churn, repeat work and cost of service.
Regulated marketing
Built for how lawyers are actually allowed to market
Lawyer advertising and solicitation are regulated. We write for that from the first draft, and your partners and ethics counsel approve everything before it goes live.
Claims we will not write
Superlatives such as “best”, and terms such as “specialist”, are restricted in many places. We write claims you can substantiate and that your jurisdiction allows.
Results and testimonials
Case results, client reviews and endorsements follow your local rules, including any required disclaimers and client confidentiality.
Outreach is not accidental solicitation
Where outbound is used, it is aimed at organisations. Live telephone and in-person solicitation of individuals is restricted in many states, and we do not do it.
Your approval, your counsel
Nothing publishes or sends without approval. We are glad to work with your ethics or compliance counsel on wording and process.
General information, not legal advice. Lawyer advertising and solicitation rules differ by state and country, and your own bar rules apply. The American Bar Association Model Rules 7.1 to 7.3 are a reference point, not a substitute for your jurisdiction’s rules.
Free, two ways
Start with an audit. Pick who runs it.
Both are free. One is instant and automated. The other is a person doing the full job.
Option one: instant
Audit my site, now
Enter your domain and our AI visibility checker shows how assistants talk about your law firm today and which pages they read to build the answer.
- How AI assistants currently describe you
- Which sources they cite instead of you
- Where your site falls short for AI readers
Option two: a real person
Ask for a manual audit
A member of our team reviews your business by hand. You get the findings and the data, free, whether or not you work with us.
- Full business and website audit
- Competitor research: who gets named and why
- Demand research: what your market actually asks
- The data presented to you, not locked behind a pitch
Free for established businesses auditing their own site. Please use your business email so we can match it to your domain, or email [email protected] confirming the site is yours. We do not run free audits for agencies working on behalf of clients. See white label AEO.
Honest fit
Who this is for, and who it is not for
A good fit
- Established, partner-led firms with a track record and a client base you are proud of
- Matters worth enough that one new one pays for the service
- A managing partner or marketing lead who can approve content
- A firm ready to be specific about what it is best at
Not a fit
- Brand-new firms with no client base yet
- Anyone asking for superlatives your bar rules will not allow
- Volume lead-vendor models where every enquiry is bought, not earned
- Firms that want guaranteed rankings or guaranteed case numbers
Works on whatever your website runs on
WordPress
Webflow
Shopify
Squarespace
Wix
Framer
Next.js
Questions
Law firms: AEO, GEO and SEO, answered
The questions we get asked first.
Why do AI assistants name other firms and not mine?
Because AI names what is clearly described and widely corroborated. If your firm is described vaguely on its own site and is thin on the rankings, directories and media AI trusts, it is hard to place, however strong your reputation is.
How is this different from legal SEO?
SEO earns a place in a list of links. AEO and GEO aim to get your firm named inside the answer an AI assistant gives. They share foundations, so we do both, but the AI answer is the aim because that is where clients increasingly start.
Does this respect our state bar advertising rules?
We write for lawyer advertising rules from the first draft and nothing goes live without your approval. Rules differ by state and country, so your own counsel should make the final call on wording.
What do you need from our partners?
A discovery call, a review of the game plan, and timely approval of pages and content. We handle the research and drafting, and a partner reviews each page for accuracy.
Do you guarantee our firm will be named?
No. We do not guarantee rankings, AI citations or a number of enquiries, and nobody honest can. We tell you plainly what we expect for your practice areas, and we say so if this is not the right fit.
Do you buy links or run fake reviews?
Never. We help you earn accurate profiles and genuine mentions, openly. Some directories and rankings are paid, and we will tell you which are before you decide.
How long before we see results?
The first months go on foundations, and search and AI citations compound over time. We report early signals from the start and recommend around six months, but you pay monthly and can cancel any time.
What does it cost?
Inbound is $2,500 a month on monthly billing with no long-term commitment, or $6,000 a quarter or $18,000 a year paid up front. Outbound is the same price and Full Hybrid is $5,000 a month. See the pricing page for full detail.
Is the free audit really free?
Yes. The instant audit runs on our AI visibility checker. A manual audit is done by a person for firms reviewing their own site, using a business email matched to your domain. We do not run free audits for agencies working for clients.
Can you also do outbound for our firm?
Yes, where it fits, aimed at organisations rather than individuals and within your rules. Many firms start with Inbound and add outbound once their visibility foundation is in place.
Be the law firm AI names when your buyers ask.
Thirty minutes. We look at where you stand in AI answers and search, who is being named instead, and whether this programme makes sense for your business. If it does not, we will say so.
- A clear scope and price before any commitment
- A game plan you validate before work begins
- A free audit either way, instant or by a person
Pick a time that suits you
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Receipts
Where the numbers on this page come from
- 01
Deligatr AI visibility audit of 22 established law firms
110 live grounded buyer queries and 880 citations, run in October 2026. Average visibility 23.6%. 19 of 22 firms named in two of five queries or fewer. Three firms could not be scanned.
- 02
American Bar Association, Model Rules of Professional Conduct, Rules 7.1 to 7.3
Model rules on communications about legal services, advertising and solicitation. State rules differ and take precedence in each jurisdiction.
Google, ChatGPT, Gemini, Claude, Perplexity and the other names and logos shown on this page are trademarks of their respective owners. They are shown to identify the search and AI platforms, website platforms and publications we refer to, and do not imply endorsement or affiliation. The AI answer mock-up and buyer questions are illustrative.