How Law Firms Can Adapt to GenAI Legal Searches to Enhance Client Acquisition

How Law Firms Can Adapt to GenAI Legal Searches to Enhance Client Acquisition

An article by Firesign Marketing notes that law firm rankings have gained renewed importance as prospective clients increasingly utilize GenAI legal searches. While Google remains a dominant search platform, its market share is slipping due to the rise of generative AI. By 2026, search engine volume is predicted to drop by 25%, making it crucial for law firms to understand and adapt to these changes.

A shift in search behavior is evident. The article cites a report by the legaltech company Clio that over one-third of potential clients begin their attorney searches online, with ChatGPT’s use rising from 1% to 5% in six months. A 2023 experiment revealed ChatGPT’s reliance on lawyer rankings like Best Lawyers and Super Lawyers for paid version users, while paid ads and SEO-optimized content dominate Google results.

The article suggests that firms should experiment with GenAI legal searches to evaluate their online presence. They must consider their target audience’s preferences—Google or ChatGPT—and tailor their strategies accordingly. Investing in rankings and maintaining an active presence in directories like Martindale-Hubbell and Super Lawyers can enhance visibility. Additionally, traditional SEO techniques remain essential for sustaining Google traffic.

Law firms should also:

• Conduct regular audits of their online rankings and presence.
• Strategize marketing efforts based on client demographics and preferred search platforms.
• Leverage directories and rankings to boost visibility.