Free white paper
AI search is here. Is your firm the answer, or a footnote?
The short answer
When someone asks an AI assistant which solicitor to use, it names two or three firms. This playbook is the work that decides whether yours is one of them: entity setup, schema, page structure, and how to measure assistant referrals in GA4.
- How AI engines pick a solicitorWhat ChatGPT, Gemini, Perplexity and AI Overviews actually retrieve, and why they cite three sources instead of ten blue links.
- Becoming an entity, not a websiteConsistent NAP, Companies House and SRA records, Wikidata, and the corroboration that makes a firm quotable.
- Structuring pages to be quotedDirect-answer blocks, question headings, tables and the schema types that survive extraction - Service, FAQPage, Person, LegalService.
- Content that survives an AI summaryWhy process, cost and eligibility content gets cited and why 'we are a leading firm' never does.
- Measuring AI visibilityTracking assistant referrals in GA4, prompt-set monitoring, and what a realistic first-quarter baseline looks like.
- The compliance guardrailsSRA advertising rules applied to AI-facing content, plus what not to let a chatbot say on your behalf.
Questions, answered
Before you download
Is the playbook actually free?
Yes. You give us a work email, we send the PDF. There's no call requirement and no drip sequence - one email with the download, one follow-up a fortnight later, then nothing unless you reply.
Who is it for?
Marketing leads, practice managers and partners at UK law firms. It assumes no SEO background but doesn't waste your time explaining what a keyword is.
Can our in-house team implement it without an agency?
Most of it, yes - that's the point. The entity, schema and content-structure work is documented step by step. The parts that need outside help are digital PR and ongoing measurement.
Want the version applied to your own firm instead of a generic PDF? Ask for a Law Firm Visibility Audit.
