London Law Expo, Wednesday 7 October. Find us at stand 13. The UK Law Firm AI Visibility Index is revealed at 2:25pm on the Operations Stage. Details →London Law Expo, Wed 7 Oct: stand 13. Index reveal 2:25pm, Operations Stage. Details →
AI Search for UK law firms
Clients are changing how they look for a solicitor: instead of scrolling through ten links, they ask ChatGPT, Gemini, Perplexity or Claude for a recommendation. If your firm is not the one named in that answer, the matter goes to the firm that is.
See whether ChatGPT, Gemini, Perplexity and Claude name you or a competitor
Generate your Client Acquisition MapOur AI Search programme restructures your site, your content and your authority signals so that, when an assistant is asked about the matters you want most, your firm reads as the clear, trustworthy answer. Three things make it worth doing now. AI answers now sit above the ten links on many searches, so a client can be handed a shortlist before they see a single result. Fewer of those clients click through, but the ones who do arrive further along, having already been told who to consider. And the SEO you have already paid for does not, on its own, decide whether an assistant names you: you have built the authority, and this work makes sure it shows up where clients are now asking.
If you are still early, a basic SEO or PPC programme is often a better first step. This programme builds on practice-area and location pages that already compete, and if yours do not yet, the map will say so plainly rather than steer you into work you are not ready for. If you are already competing on page one and want to stay there as search changes, this is for you.
Either way, the map is the honest place to start. It puts your clients' questions to ChatGPT, Gemini, Perplexity and Claude, shows you which firms are named today, and does it free, in about 25 minutes, before anyone asks you to spend anything. The walkthrough call that follows is free as well, whether or not you buy anything, and it is where we will tell you plainly which side of this line your firm is on.
We benchmark where you appear today when a client asks ChatGPT, Gemini, Perplexity or Claude about your practice areas, your locations and your firm by name, and which firms are being recommended instead of you.
You see the answers side by side, question by question, with the firms each assistant named, so the starting point is a record rather than an impression. This is the AI answers pillar of your Client Acquisition Map, one of the six that make up your Client Acquisition Score, and a senior strategist reviews it before you see it. Every later check is measured against this baseline: the same questions, put to the same four assistants.
We rewrite and restructure your key practice-area and location pages so each one answers the question a client actually asks in its first lines, in plain English, and stays inside the SRA Transparency Rules from the first draft.
You see which pages we are changing and why before any of it goes live: the client question each page now answers, its new title, description and headings, and the order we work in. Progress is measured page by page, against the questions the audit showed naming a competitor or naming nobody, so you can watch that list shorten rather than take a word count on trust.
We clean up your schema and site structure so that who you are, what you do and where you practise are stated clearly enough for an assistant to read and repeat without guessing.
The map's technical pillar shows where that clarity breaks today, from a crawl of up to 1,000 pages and more than 600 automated checks: thin and duplicate pages, pages reachable at more than one address, and commercial pages that nothing links to. You see the clean-up as an ordered list, most costly first, and each item is checked off against a fresh crawl, so a fix only counts once the site itself shows it.
We strengthen the on-site and off-site evidence of your expertise: the people pages, citations and mentions that show what your firm is known for beyond its own website.
The map's authority pillar shows where to start: who clients already search for by name at your firm, and which pages give them no route to that expert. You see a short list of the people and pages to strengthen first, and progress is measured by the same test the audit used, whether the assistants name your firm when asked the same client questions again.
We put the same client questions to the assistants again on a schedule, track where your firm is named and which enquiries follow, and adjust the plan towards what is producing instructions.
You see the before and after in the same format as the map, question by question, with the firms named each time, rather than a summary of activity. Reporting is weekly and written for the partners' meeting: what we did, why, and what it produced, in enquiries and matters rather than mentions. Those enquiries are read from your own Analytics data, because a mention that never becomes an instruction is not an outcome we count.
Our goal is simple: more qualified matters from AI-driven search. Every outcome below is tied to something you can check for yourself: what the four assistants answer, which enquiries arrive, and how both have moved when the same questions are asked again.
More mentions of your firm in AI answers for your core practice areas and locations.
You can check this yourself. The map records what each of the four assistants says today, question by question, and the monitoring puts the same questions again on a schedule, so the before and after sit side by side in the same format.
Better-fit enquiries, because the content is written for the exact matters you want.
Each page answers one client question in plain English, so the people who arrive are already asking for the work you take on. Your own Analytics data shows which pages they came through and which enquiries followed, and that is the measure we report on.
Stronger perceived authority when prospects see your firm cited by more than one assistant.
It compounds with the rest of your marketing: the firm a prospect has already seen named is the firm they are readier to call. The map shows how many of the four assistants name you today, and the monitoring shows how that count moves.
Protection for your existing SEO investment as more searches start with an AI answer.
The same pages, structure and evidence that earn a place on page one are what this work builds on, so nothing you have paid for is thrown away. The map scores organic demand and AI answers as separate pillars, side by side, so you can see both move.
The UK Law Firm AI Visibility Index 2026
We asked four AI assistants 268 questions a client might ask, collected 8,576 answers, and counted how often each of 269 large UK firms came up.
Revealed on Wednesday 7 October 2026 at the London Law Expo.
See the IndexWritten inside the SRA Transparency Rules from the first draft.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesWe ask. The map puts the questions your clients ask to ChatGPT, Gemini, Perplexity and Claude, records which firms each one names, and shows you the answers side by side. So the starting point is a measured fact, not a guess, and it is one of the six pillars in your Client Acquisition Score.
The UK Law Firm AI Visibility Index did the same at scale: four assistants, 268 questions across 38 practice areas and 10 cities, 8,576 answers, and a count of how often each of 269 large UK firms came up. Your map uses the same method for your own firm, and it takes about 25 minutes.
No. It sits alongside it. The map scores AI answers as its own pillar, next to demand, conversion, authority, technical and paid efficiency, because being named by an assistant is a different result from ranking on page one, and a firm can do well in one and badly in the other.
The weighting says the same thing: demand carries 30 of the score's 100 points and AI answers 15. Most of the work, pages that answer the question in their first lines, a clear site structure and expertise that is visible beyond your own site, helps both, which is why this programme usually runs with SEO rather than instead of it.
No. The Index counts 269 large UK law firms. The map measures any firm, from its own data, and it is free. If your firm is in the Index, the map shows what the assistants say about your firm today and which pages on your site would change that; if it is not, the map is where the measurement starts.
Either way, start with the map rather than the Index. The Index is a benchmark across the sector; the map is specific to your firm, your practice areas and your locations, and it comes with a free walkthrough call to take you through what it found.
It depends on where you start and how far behind the named firms you are, which is why the map comes first: it shows which client questions already name a competitor, which name nobody, and which pages on your site would answer them. Nobody can promise a date, and we do not.
The 90-day plan is built to that horizon: every change in order, the new titles, descriptions and headings ready to upload, and the technical clean-up listed first to last. It re-runs the map at day 90, so you see what moved in the assistants' answers rather than take our word for it, and it carries a 14-day satisfaction refund.
Yes, and it is the most common case. The map measures what the assistants say about your firm and what is on your site today, not who did the work. Most marketing leads use it to check that what they are being told matches what the assistants actually answer.
If the answers are good, you have evidence to take to the partners. If they are not, you have a specific list of which questions name a competitor and which pages would change that, which is a better brief for any agency than a hunch. Access to your Google data is read-only and revoked as soon as your data is read.
About 90 seconds to start. You keep the report either way.
Generate your Client Acquisition MapOne report per firm. Reviewed by a senior strategist before you see it.
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