How law firms get recommended by AI assistants

People now ask assistants questions like "Which employment lawyers in Chicago handle small business disputes?" The answer is a short list of firms. Getting onto it accurately matters, and for law firms it has to be done within the professional rules on advertising, which vary by jurisdiction.

Practice area and location pages

Assistants answer by practice area and place. Each practice area deserves a clear page: what matters you handle, who you act for, which courts or regions you cover, and what a client should expect. If you have several offices, give each location its own accurate page.

Lawyer profiles

Keep each lawyer's profile complete: admissions, years in practice, practice areas, notable matters where you're permitted to mention them, and publications. Make sure directory listings and LinkedIn match the firm's site.

Directories and rankings

Legal directories and published rankings are among the sources assistants cite most for law firm questions. Keep your listings complete and current, and take part in the research processes of the established guides that apply to your practice.

Google Business Profile for each office

For local questions, Google Business Profile matters, especially for Gemini and Google AI Overviews. Keep categories, hours, addresses and phone numbers accurate for every office, and respond to reviews professionally, within your rules on client confidentiality.

Answer the questions clients ask

• What the process looks like, step by step.
• How fees work, such as hourly, fixed fee or contingency, where you can say so.
• How long matters typically take.
• What to bring to a first meeting.

Plain, careful answers to these questions are exactly what assistants quote, and what prospective clients want to read.

Check what assistants say about the firm

Ask assistants about your firm and your lawyers by name every month. Look for outdated partners, closed offices or wrong practice areas, and correct the source.

Common mistakes

• One page listing every practice area, with no detail on any.
• Lawyer profiles that are out of date with directory listings.
• Office pages with old addresses or phone numbers.
• Marketing language that runs against your local advertising rules.

See our approach for regulated professions on GEO for consultancies and professional services.