Our CEO, Stephen Moore, recently wrote that “in the next five years, clients won’t visit your website, their AI agents will.” That statement might sound bold, but it reflects a fundamental shift in how people are already starting to search, choose, and engage with law firms and other professional service providers.
The solution is combined, for now, as the data suggests - GEO and SEO
For years, law firms have invested in SEO to rank in Google. But AI search engines like ChatGPT, Gemini, Copilot and Perplexity work differently. They do not simply list results; they generate answers by citing sources they can trust.
This is Generative Engine Optimisation (GEO). It builds on SEO but focuses on making your website AI-ready so that these new systems understand, trust and reference your content.
As Search Engine Land recently highlighted, GEO readiness can be measured across six dimensions:
- Can AI easily quote and attribute your content
- Does your content directly answer the way people ask questions?
- Are entities and relationships clear?
- Does your site demonstrate expertise and trust?
- Is your site technically accessible to AI crawlers
- Do you offer something unique compared to competitors?
searchengineland.com (2025)
"SEO gets you ranked. GEO makes you the answer."
Why a properly optimised law firm website still matters
We are not saying that your law firm’s website will no longer matter in the future; indeed, it will be more important than ever that you have a properly optimised site. As client behaviour shifts, your site needs to be more than a brochure.
A modern, well-structured legal website (ideally on a leading platform like WordPress) is still vital for human search, and it is the foundation of GEO: schema, FAQs, reviews and authoritative content that AI can consume. And, right now, your website remains the single most important asset in building AI visibility.
What we are seeing already
Our early GEO projects with law firms have delivered encouraging results: higher visibility in Google AI Overviews and more qualified enquiries. This is not just theory. GEO is already shaping who gets found and instructed.
Initial law firm customer GEO results for increasing numbers of enquiries
Early results from our initial law firm GEO projects are already showing measurable impact, as outlined in these screenshots from some of our analytics reports:-
AI traffic to a UK law firm website, showing particularly high numbers of visits via Google AI Overviews
"Your website is no longer a brochure, it's your AI identity."
Take action now
89% of websites are not prepared for AI search. Those who adapt early will lead. At MLT Digital, we are helping law firms bridge the gap with our AI-First GEO audit. It measures your website against the six key dimensions and provides a clear action plan.
Book your free GEO readiness audit today and see how your firm appears to AI systems – and how to secure your future visibility.
Contact us to request your free GEO audit.
YOUR QUESTIONS ANSWERED
FAQs on GEO for law firms
A review of your site against six GEO dimensions to see if AI can understand, trust, and cite your content.
Yes. Your site is the foundation for both human search and AI visibility.
A clear action plan to improve citation readiness, schema, answer alignment, authority signals, and technical accessibility.
Yes. GEO complements SEO, rather than competing with it. While your SEO agency may be focusing on traditional rankings, GEO targets a new layer of search visibility: AI-generated summaries and legal answers. Many firms successfully combine both approaches for maximum reach.
Firms typically see faster inclusion in AI Overviews and better-qualified enquiries once core fixes are implemented.
Gavin Ward
Gavin Ward is Projects Director at MLT Digital, combining legal expertise and digital strategy to help law firms grow through innovation and AI-driven marketing.
