Law firms: how to get recommended by ChatGPT, Gemini and Claude

Updated 27 September 2026

“Which employment lawyer in [town] to challenge a dismissal?”: more and more people put this question to an AI before phoning a firm. To be cited, a firm needs to make its practice areas and expertise visible, while respecting the profession’s rules on communication.

What AIs check for a lawyer

• The profession’s directories: your bar’s directory and the national directory (in France, the Conseil national des barreaux; in England and Wales, the Law Society’s Find a Solicitor).
• The firm’s Google Business Profile.
• Legal articles that answer the public’s questions, on your website or in the press.
• Professional rankings and guides, for commercial firms.
• The pages of your website dedicated to each practice area.

AIs link a lawyer to a specific question when a page covers that subject clearly: a website limited to an “Our expertise” page listing fifteen areas of law is unlikely to be picked.

What professional rules govern

Pages to create on your website

1. One page per practice area you genuinely cover, explaining the situations you handle, the steps and the usual timescales.
2. Articles answering clients’ frequent questions, with references to the legislation and an updated date.
3. A fees page setting out how you charge (fixed fee, hourly rate) and, in France, reminding readers that a written fee agreement is mandatory.
4. One page per lawyer: bar, background, any specialisation certificates, languages.
5. A practical page: address, directions, booking, remote consultations, legal aid where applicable.
6. LegalService or Attorney structured data (schema.org), matching the visible content.

Client reviews and professional secrecy

• Fake reviews and paid testimonials are forbidden, under both professional rules and consumer law.
• Never reply to a review in a way that confirms a client relationship or mentions a case.
• Opt for a general reply and an invitation to talk privately.
• Before asking for reviews systematically, check your bar’s or regulator’s guidance.

Mistakes to avoid

• Claiming to be a “specialist” without the certificate, or calling yourself “the best lawyer in [town]”.
• Undated legal articles, which an AI may reuse after the law has changed.
• A lawyer who has left still listed on your website or in directories.
• Check your robots.txt file: blocking OAI-SearchBot, Claude-SearchBot or PerplexityBot can keep you out of answers that use web search. You can refuse the training crawlers (GPTBot, ClaudeBot) without blocking the search ones.

Law firm checklist

• One page per practice area you genuinely cover.
• Dated, sourced legal articles.
• A clear fees page.
• Directory and Google listings consistent with your website.
• No comparative claims and no uncertified “specialist” title.
• Replies to reviews that respect professional secrecy.
• AI search crawlers allowed in robots.txt.

Measure your visibility in AI answers

Ask questions by practice area and by town, as a member of the public would, and note the firms and sources cited. Saykora’s free test does this on ChatGPT, Gemini and Claude with web search on, using questions generated from your website, and gives you the AIs’ exact answers, the competitors cited and an action plan. See our method.

FAQ

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