AI search tools recommend a law firm when three things line up: the tool can retrieve a passage that answers the user’s question on its own, it can confirm who the firm is and where it practises, and it finds those details repeated consistently across sources it already trusts. This is not the same mechanism […]
Most law firm LinkedIn activity is measured by the wrong thing. A post about a team lunch, an award shortlisting or a partner’s conference photo will reliably outperform a post explaining what happens when a shareholder wants out of a private company – and the first will not produce a single enquiry while the second […]
In summary AI search tools (ChatGPT, Google AI Overviews, Perplexity, Copilot) increasingly answer legal questions directly, recommending specific law firms rather than just listing websites. These tools pull from structured data, consistent directory listings, and content that clearly demonstrates expertise — not from paid ads or size of law firm. Smaller and niche law firms […]