Create a representative prompt set
Include branded questions, nonbranded service questions, local queries, comparison questions, and informational questions clients ask before hiring.
Record five fields
- System, mode, date, and location context
- Exact prompt
- Whether the firm is mentioned
- Sources or citations used
- Accuracy, sentiment, and missing facts
Separate visibility from value
A mention in an irrelevant answer isn't success. Track qualified referral traffic, branded searches, consultations that cite AI, and pages that earn citations.
Review monthly, not hourly
Run the same prompt set on a regular cadence. Annotate major site changes and new third-party coverage. Look for patterns across several observations rather than reacting to one answer.
What shapes an AI recommendation
Start with the limitation
AI systems change, different experiences use different sources, and a firm can't guarantee inclusion. Treat visibility as an evidence and clarity problem, not a trick.
Signals that may help systems understand a firm
- Consistent name, location, attorneys, and practice information
- Clear service and jurisdiction pages
- First-party expertise that answers specific questions
- Reputable third-party mentions and citations
- Accurate local and professional profiles
- Structured data that matches visible content
- Recent, accessible pages that can be crawled and cited
Build an evidence trail
Publish attorney bios with relevant experience, explain services without ambiguity, earn coverage and links from real organizations, and keep facts synchronized across the web.
Test honestly
Use a repeatable prompt set across multiple systems and dates. Record whether the firm appears, which sources are cited, whether the answer is accurate, and which competitors appear. Don't personalize or cherry-pick the test.