AI referral traffic: a new era for law firm marketing
The legal sector is experiencing a significant shift in how clients find and engage with your law firm online. Over the past 10 months, our clients have witnessed a steady rise in referral traffic originating from AI-driven platforms like ChatGPT, Perplexity, SearchGPT, and Gemini. This isn’t just a passing trend, it’s a real shift in how people find legal help online, and it’s something every law firm should keep an eye on.
AI referral growth at a glance
While the volume of enquiries our clients receive from AI-driven sources such as ChatGPT and Perplexity is still relatively small, it has been growing every month since June 2024, and is expected to continue to grow each month (see graph).
Why is AI referral traffic on the rise?
Several factors are driving this shift:
- Mainstream AI adoption: 2025 is widely regarded as a tipping point for AI in the legal sector, with AI tools moving from experimental to essential. Nearly all UK law firms now use AI in some capacity, and client demand is accelerating this adoption
- Changing consumer search habits: Prospective clients are increasingly turning to AI-powered search engines and assistants for legal information and recommendations, rather than relying solely on traditional search engines or word-of-mouth referrals
- Enhanced personalisation and relevance: AI platforms can deliver highly tailored content and recommendations, connecting users with law firms that match their specific needs.
- Improved user experience: AI-driven chatbots and virtual assistants provide instant answers and seamless engagement, making it easier for potential clients to connect with law firms
Client example
One of our clients has seen a remarkable increase in AI-driven enquiries over the last 6 months, and is now receiving as much as 10% of their enquiries from SearchGPT and Gemini.
The impact: more enquiries and greater visibility
The numbers speak for themselves:
- Over the past 3 months, our clients have seen a 22% average increase in enquiries, both overall and from organic channels
- Organic search impressions are up by an average of 21%, with AI overviews playing a growing role in driving visibility and engagement
These gains aren’t just about volume, they reflect a deeper engagement with potential clients who are more informed and ready to act.
What should law firms do next?
To capitalise on this emerging trend, law firms should:
- Optimise for AI discovery: Ensure your website and content are structured for AI platforms; this includes clear, authoritative information, schema markup, and up-to-date FAQs that AI can surface and reference
- Invest in AI-driven content marketing: Use AI tools to generate high-quality, relevant content that addresses the specific needs and questions of your target audience. This not only improves your visibility in AI-powered search but also builds trust with prospective clients
- Leverage AI for lead generation and client engagement: Implement AI-powered chatbots and automated follow-ups to engage visitors 24/7, answer common questions, and convert more leads into clients
- Monitor and measure AI referral performance: Track how much traffic and how many enquiries are coming from AI sources. Use these insights to refine your strategy and stay ahead of the curve
Looking ahead
AI referral traffic is still in its early days, but its growth suggests it will soon become a major channel for client acquisition in the legal sector. Law firms that adapt now, by embracing AI-driven marketing and optimising for AI discovery, will be well-positioned to lead in this new digital marketplace.
Pay attention to the potential of AI referral traffic, and take steps now to ensure your firm is visible, accessible, and ready for what’s next. To find out how to incorporate AI into your legal practice or for marketing advice, please contact us to find out more.
Anna Palmstierna
As Data Manager, I’m responsible for monitoring, analysing and reporting on all data insights for MLT and clients.
Emma Wyatt
As Digital Marketing Manager, my focus is on helping our law firm succeed and raise MLT's brand awareness.
