Practical resource · For law firm leaders

AI Visibility Checklist for Law Firms

Before spending money on AEO, establish whether the foundations are actually in place.

This checklist is designed for managing partners, practice managers and law-firm marketing teams who want a practical starting point for understanding AI visibility.

Start the checklist→

What is AI visibility for a law firm?

AI visibility is how consistently a law firm appears — and how it is treated — when people ask AI systems for legal help: whether it is mentioned, placed into a consideration set or recommended, across the prompts, markets and platforms that matter.

Section 01

Can AI clearly identify your firm?

0/7

Firm name is represented consistently
Office locations are clear
Jurisdictions are clear
Lawyers are clearly associated with the firm
Practice areas are clearly defined
Firm and lawyer profiles do not contain conflicting information
Major third-party profiles accurately identify the firm

Section 02

Can AI understand what you are actually good at?

0/8

Practice-area architecture is clear
Specialist expertise is specific rather than generic
Lawyers are connected to their genuine areas of expertise
Important experience is supported by evidence
Relevant cases/matters are described where professionally appropriate
Publications demonstrate expertise
Content answers real client questions
Geographic expertise is clear

Section 03

Does the wider web corroborate you?

0/9

Review:

Question

Does the wider information environment tell approximately the same story about your firm that your own website does?

Section 04

Is your website technically accessible?

0/8

Important pages are indexable
Important content is rendered accessibly
Canonical URLs are correct
Structured data is appropriate
Author information is clear
Location information is clear
Robots directives are intentional
Important information isn’t hidden inside inaccessible interfaces

Section 06

Do not confuse a screenshot with measurement

Asking ChatGPT one question once can be useful.

It does not establish stable AI visibility.

Models can vary.
Prompts can vary.
Platforms can disagree.

Visibility should be measured across the questions, markets and systems that matter to the firm.

Further reading: Why “ranking in ChatGPT” may be the wrong mental model