For three decades, law firm marketing has been built around being “known”: directories, awards, rankings, pitch documents and carefully honed websites. That world hasn’t disappeared but the way clients first meet your firm has. And a new UK report on law marketing in the age of AI has thrown an interesting light on what your firm needs to do to be recognized by AI.
First impressions of law firms is increasingly formed not by your homepage, but by an AI system summarising everything it can find about you into a single paragraph, before the prospective client has clicked a thing.
In that world, the question stops being “Does my page rank?” and becomes “When an AI assembles a view of my firm, is that view distinctive, credible and worth recommending?”.
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