Insights

Law firm websites are entering a new era where brand, structure, and AI optimization work hand in hand. Platforms like ChatGPT, Gemini, and Perplexity are changing how clients find, understand, and evaluate firms online. The question is: does your website reflect what you want AI and your audience to know about you?

Firms are engaging in more digital marketing activity than ever: articles, social posts, newsletters, SEO campaigns, and more. On the surface, this looks like momentum. But, peel back the layers, and it may be disconnected, inconsistent, or worse, ineffective.