Your $80K-CAC clients are asking ChatGPT for a lawyer. ChatGPT is sending them to a competitor.
Law firms have the worst-best dynamic for AEO/GEO: high LTV per case ($30K-$300K+ for PI, $5K-$50K for family/estate), brutal Google Ads CPCs ($200-$500+ per click on competitive practice areas), and a generation of clients who now research lawyers via ChatGPT before they ever Google. If you're cited as 'best personal injury lawyer in [city]' or 'top estate planning attorney [zip]' by ChatGPT, you bypass the entire Google Ads arms race. If you're not cited, you're paying $300/click for the same lead your AI-visible competitor is getting for free.
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What we'll get you cited for
The 10 queries your prospects are asking AI right now.
Every law firm firm we work with has the same problem: prospects ask ChatGPT or Perplexity, and the AI names a competitor. Here's the list we'll engineer your citation for.
“Best personal injury lawyer in [city]”
“Top estate planning attorney [zip]”
“Divorce lawyer with mediation experience [city]”
“Personal injury settlement timeline”
“How to choose a divorce lawyer”
“Estate planning vs living trust cost”
“Wrongful death attorney [city]”
“Family lawyer who handles military divorces”
“Personal injury lawyer no upfront cost”
“Best lawyer for traumatic brain injury cases”
The Diagnosis
Why AI engines aren't citing you yet.
Most law firms websites fail AI citation for the same reasons. Each one is fixable. We've seen them all.
- Incomplete Avvo profile (the single biggest miss — 80% of firms ignore Avvo Q&A)
- Generic practice area pages without state-specific procedure content
- No FAQ schema on practice-area pages (LLMs love legal Q&A)
- No bio pages with bar admissions + verdicts + settlements per attorney
- Stuffing Google Ads but neglecting organic + AI presence
- Outdated 'free consultation' messaging without specific case-type targeting
- No content depth on niche sub-practices (LLMs reward specificity)
Expected lift
Law firms typically lift from 3-10/100 to 60-75/100 within 90 days. Practice-area-specific cite rate (e.g., 'personal injury lawyer + city') is where the dollar lift compounds — 1 cited PI case at $30K-$300K LTV justifies a year of Premium tier subscription on its own.
Recommended tier
Premium
What We Ship
Three layers of AI citation engineering.
01 / Schema
Structured data LLMs read first.
- LegalService schema with practice areas + service areas
- Attorney Person schema with bar admissions + verdicts + specializations
- FAQPage schema on every practice-area page
- LawFirm Organization schema with sameAs Avvo/Martindale/Justia profiles
- Review schema aggregating Avvo + Google + Yelp
- LegalGuide content schema for explainer pages
02 / Citations
Authority sources LLMs quote.
- Avvo — Highest-cited legal directory in AI responses — profile completeness directly drives citation
- Martindale-Hubbell — Authority signal for AI engines — AV rating drives citation in PI/corporate queries
- FindLaw — Aggregator LLMs reference for 'find a lawyer' style queries
- Justia — Free legal information authority — LLMs cite for procedure + cost queries
- State bar directories — License-verification source — must have complete profile per state
03 / Content
Quotable surface area for every query.
- Practice-area FAQ pages (top 15 questions per practice area)
- State-specific procedure content (e.g., 'how divorce works in [state]')
- Attorney bio pages with verdicts/settlements + bar admissions visible
- Case study / verdict pages (with client permission)
- Cost transparency content (LLMs cite firms with explicit fee structures)
Citation Seeding Targets
The 8 sources LLMs read for your vertical.
These are the directories, review platforms, and credentialing sources AI engines disproportionately quote. We get you live on each one.
Avvo
Highest-cited legal directory in AI responses — profile completeness directly drives citation
Martindale-Hubbell
Authority signal for AI engines — AV rating drives citation in PI/corporate queries
FindLaw
Aggregator LLMs reference for 'find a lawyer' style queries
Justia
Free legal information authority — LLMs cite for procedure + cost queries
State bar directories
License-verification source — must have complete profile per state
Super Lawyers
Peer-reviewed authority signal LLMs treat as credential validation
Google Business Profile
AI Overview pulls; complete practice-area attributes drive cite rate
Lawyers.com
Cross-platform with Martindale — secondary authority signal
Case Example
A law firm firm we worked with.
Setup
[Pseudonymized] 6-attorney PI firm in a major metro, $4.2M revenue, paying $40K/mo Google Ads. Visibility score before: 5/100. Avvo profile claimed but not active. Martindale AV rating but no profile maintenance.
Before
ChatGPT for 'best PI lawyer [city]' named a national TV-ad firm. Their firm appeared on page 3 of Google for branded queries only. Cost-per-acquisition climbed 22% YoY despite increased spend.
After (90 days)
Visibility 73/100 in 88 days. Cited in ChatGPT + Perplexity + Gemini for 7/10 target queries including 4 specific case-type queries (wrongful death, TBI, motorcycle). 14 net-new case leads in Q1 attributed to AI referral. Estimated CAC dropped 31%; total case revenue up 19%.
Case study pseudonymized. Real numbers, real timeline, written with client permission.
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