GEO for law firms. When clients ask AI for a lawyer, be the name it gives.
Clients are starting to ask AI to recommend a lawyer before they search or ask for a referral. AI builds its answer from rankings, directories, reviews and firm websites. We make sure yours is in it, accurately, and within your regulator's advertising rules.
- GEO for law firms gets your firm named when clients ask AI assistants and Google's AI Overviews for legal help.
- AI leans on legal rankings and directories, client reviews, press coverage and firm websites.
- Accuracy matters: AI sometimes gets practice areas, offices and people wrong. We find it and fix it at the source.
- Every page goes to your team for sign-off, so it stays within SRA rules in the UK and state bar rules in the US.
Generative engine optimisation applied to legal services. The work of getting a law firm mentioned, cited and recommended accurately when people ask AI for legal help, within the advertising rules that govern lawyers.
Related: legal SEO, law firm AI visibility.
Where does AI look when it recommends a lawyer?
Mostly the same places a careful client would: independent rankings, directories, reviews and the firm's own practice area pages. The mix differs between the UK and the US.
We align your profiles across all of them, so AI sees one consistent firm instead of five slightly different ones.
The questions your clients are asking AI.
If AI can't find a clear answer to these on your site, it quotes someone else's.
What we do for law firms
Practice area pages that answer
Each page opens with the answer a client is looking for, in plain English, with the detail AI needs.
Lawyer profiles that prove expertise
Credentials, experience and publications, structured so search engines and AI can verify them.
Directory and rankings alignment
Consistent facts across every directory, and evidence that supports your rankings submissions.
Reviews, done properly
A review programme that follows your regulator's rules and each platform's terms.
Fixes when AI gets you wrong
Wrong offices, departed partners, missing practice areas: we trace the source and correct it.
Visibility by practice area
See where you're named, practice by practice and city by city, every month.
Your compliance team will like us.
Every page we draft is accurate, avoids claims you can't back up, and goes to your team for sign-off before it's published. We're not your compliance function, but we make its job easy.
We make your SRA Transparency Rules information, such as prices and service details, clear and easy for AI to read.
Content is drafted with state bar advertising rules in mind, such as those based on ABA Model Rule 7.1 on misleading communications.
One firm per practice area, per city. If we help you win employment law in Manchester, we won't help your rival.
What law firms ask us about GEO.
What is GEO for law firms?
GEO for law firms is the work of getting a firm named and cited accurately when people ask AI assistants and AI search for legal help. It builds on legal SEO and adds the directories, reviews and page structure that AI relies on.
Is GEO allowed under SRA and bar advertising rules?
Yes. GEO is about accurate, helpful information, and the same rules apply as for your website: be accurate, don't mislead, and back up any claim. Your team signs off every page before it goes live.
Can you fix wrong information AI gives about our firm?
Often, yes. We find where the wrong information comes from, usually an old directory listing or an outdated page, correct it at the source, then track whether the answers update.
Which AI tools do you track for law firms?
ChatGPT, Claude, Perplexity, Gemini, Microsoft Copilot and Google's AI Overviews, weighted by where your clients actually ask.
How long until we see results?
Accuracy fixes and page changes can show up within weeks. Being recommended consistently for competitive practice areas usually takes three to six months.
Do you work with firms of every size?
We work best with established firms that have clear specialisms. We take one firm per practice area in each city, so we may already be committed in yours. If so, we'll tell you straight away.
What does AI tell clients about your firm?
A free snapshot within 48 hours: which firms AI recommends for your practice areas, what it says about you, and your three quickest fixes.
James KevanCo-founder · Strategy & client relationships