4 Tips to Get Your Law Firm Found in AI Search Results

Why Your Firm’s Name Isn’t Showing Up in AI Answers and What To Do About It

There’s a new problem showing up in the way people search for legal help: your firm’s name might not appear anywhere—even if your SEO has been solid up to now. Tools like Google’s Search Generative Experience (SGE), Microsoft Copilot, and ChatGPT are answering legal questions directly, pulling information from websites and linking to the original source. But – most law firms aren’t being mentioned at all.

If your intake has slowed or your web traffic has taken a dip, this could be a great opportunity. Law firms that want to get cited in AI-generated answers need to focus on becoming a go-to source, not just for Google’s index, but for the models that power AI tools.

1. Audit How AI Talks About Your Law Firm

To see how AI tools like ChatGPT describe your firm, just ask them. If potential clients are asking AI tools about legal help in your market, you need to know what those tools are saying—and whether your firm even shows up. Start by asking questions like:

• “Tell me about [Your Law Firm Name]”
• “Who are the best car accident lawyers in Los Angeles?” (Adjust for your practice areas & markets)
• “What are the pros and cons of working with [Your Law Firm Name]?”

Pay close attention to what sources are being cited. Are they pulling from your site? Legal directories? Or somewhere else entirely?

This quick audit gives you insight into what content AI models are using to form answers—and how much authority your brand carries in those responses. If you’re not showing up, that’s a signal: your online presence isn’t giving AI enough to work with.

2. Optimize Your About Page to Strengthen Brand Recognition

AI tools are pulling from millions of websites to answer user questions—and your law firm’s About page is one of the most valuable pieces of digital real estate when it comes to controlling that narrative. If your brand message is unclear, inconsistent, or missing altogether, AI may ignore you entirely—or worse, cite your competitors.

To make sure your firm is recognized and cited accurately in AI-generated answers, your About page needs to clearly reinforce your firm’s name, location, areas of practice, and what sets you apart (awards, results, testimonials). That includes consistent use of your firm name across every digital channel: your website, Google Business Profile, legal directories, and social media. Content with this kind of consistency trains AI models to identify your brand as an authoritative source in the legal space.

One of the easiest ways to boost consistency is to lock in your NAP—Name, Address, and Phone Number—and make sure it appears exactly the same everywhere your firm is listed online. That includes punctuation, abbreviations, and even formatting. If your About page says “Main Street” but your GBP lists it as “Main St.,” that disconnect can dilute your authority in the eyes of AI and search engines. NAP consistency is foundational for building trust across platforms—and it signals to AI that your firm is credible, reliable, and worth surfacing in legal search queries.

3. Create Content That AI Tools Trust

Most AI-driven tools like ChatGPT and Bing Copilot rely on a narrow group of websites they already identify as reliable. That group often includes big sites like government pages, major legal publishers, and big-name firms with years of online authority. For smaller firms, the goal isn’t just to rank on page 1 anymore. Now it’s about turning your site into a source these systems pull from directly.

When someone types “What are the penalties for a second DUI in Texas?” into Google, they likely won’t get a list of blue links anymore. Instead, Google SGE can generate a full answer, pieced together from different sources. If none of those sources include your firm’s content, your visibility disappears from that first interaction—regardless of how well you ranked before.

Fortunately, there’s a path forward. AI models continue learning from the open web. When your site consistently publishes helpful, in-depth legal content, it becomes part of that learning process. Think of detailed FAQs, explainer pages on case types, or blog posts that walk someone through what to expect after an arrest, injury, or lawsuit. If it’s written to actually help a person—not just to rank—it’s more likely to be noticed. Over time, this increases the likelihood that your insights will be surfaced in AI-generated answers.

The key is consistency and clarity. Your content needs to answer real questions in plain language, cover topics thoroughly, and stay current. That means if your site is packed with jargon, thin on substance, or built around outdated keyword stuffing strategies, it’s unlikely to get pulled into the responses AI tools generate for users. This is where many firms fall short—but the ones who invest in getting it right are already seeing results.

For a deeper look at how AI is changing content visibility, read our breakdown of AI search tools law firms should be optimizing for in 2025.

4. Format The Content So AI Can Quickly Understand It

What these tools favor is well-structured content that teaches. Formatting matters, too. Headings, bulleted lists, internal links, and citations to reputable sources make a difference. AI tools interpret structure as a sign that the content is useful and trustworthy. If your site is a wall of text with no clear hierarchy, you’re giving these systems a reason to skip over you.

Timeliness also plays a role. Old content, especially if it hasn’t been updated in years, won’t be favored by models designed to serve up fresh and accurate information. Adding new data points, updating case results, and regularly reviewing your site’s most-visited pages all help improve your chances of being featured in AI-generated answers.

The firms that win here are the ones treating their content like an ongoing project—not a one-time SEO task. That switch in mindset will make a noticeable difference in how AI views your site.

Getting Found by AI Tools Starts with the Right Strategy

Search is changing. AI tools like Google SGE, Bing Copilot, and ChatGPT are influencing how potential clients get legal answers—and which law firms they come across first. If your firm’s name isn’t being mentioned when legal questions are asked, you’re losing visibility where it counts.

The firms that appear in these answers tend to have a consistent presence, publish useful information, and show up across trusted sites. Building that kind of reputation online doesn’t happen by accident. It takes a clear content plan, strong writing, and the kind of authority signals that AI tools pick up on.

This is exactly where TSEG helps law firms grow. We create strategies that are designed to get you noticed—not just by search engines, but by the systems clients now turn to for answers. Our team focuses on the content, structure, and outreach that make your firm more likely to be featured.

If your website isn’t poised to benefit from AI-powered search, let’s fix it. We’ll make sure your firm shows up where it should—and that the right clients are the ones finding you. Reach out to TSEG today.