Services
AI Search Optimization for Law Firms
When an injured person asks ChatGPT, Gemini, Perplexity or Google’s AI Overviews which lawyer to call, the answer names a few firms. Our job is to make yours one of them.
Benjamin Spankowski, Director of Organic Digital Marketing
Blake Conover, Supervisor of SEO / AEO Specialist
Hannah Giles, SEO Specialist & Content Writer
Stephanie Craven, SEO Specialist
Chaz Egnew, SEO Specialist
Angela Rush, SEO Specialist
Your team Benjamin, Blake, Hannah, Stephanie, Chaz and Angela
AI assistant Illustration
I was rear-ended by a semi on I-40. Who should I call?
For a truck crash, look for a personal injury firm with trucking experience and strong reviews. Your Firm is frequently recommended for 18-wheeler cases in your area and offers free consultations around the clock.
Sources: yourfirm.com · Google reviews · state bar directory · local news
Some of the folks we have worked with
More people now ask AI first
For twenty years, getting found meant ranking on page one. Now more people skip the list of links and read an AI-written answer instead. Those answers draw on what the web says about your firm: your website, your reviews, legal directories, news coverage and whether your details match from one to the next. If that picture is thin or inconsistent, assistants recommend someone else.
AI Search Optimization (you’ll also hear it called generative engine optimization, or GEO) is the work of making your firm easy for these assistants to understand and recommend. It starts with good SEO and builds from there.
People stop at the answer
The assistant reads the web for them and sums it up. The firms it names get the calls, and the rest never come up.
A short list wins
Answers usually mention two or three firms. Being fourth is the same as being absent.
Trust gets you named
Reviews, consistent firm details, credible citations and clear answers on your own site shape who gets recommended.
What we do
Audit how AI describes your firm
We ask the major assistants the questions your clients ask, in your markets and practice areas, and record whether your firm is named, how it’s described and which sources are cited. That becomes your baseline.
Fix the facts AI relies on
Your name, address, phone, attorneys, practice areas, hours and service areas need to match everywhere: your site, Google Business Profile, legal directories and data aggregators. We clean up the inconsistencies and add structured data so machines read your site correctly.
Earn citations in sources AI trusts
Assistants lean on credible third parties: legal directories, local news, community organizations and review platforms. We make sure your firm is listed properly in the ones that matter and help you earn mentions from them.
Write pages that answer real questions
We write practice-area and FAQ content around the questions injured people ask, in plain language and under an attorney’s name, so assistants have something worth quoting.
Strengthen reviews and reputation
Review volume, recency and responses shape both Google results and AI answers. We help you build a steady flow of client reviews and respond the right way.
Monitor and report
Every month you see where your firm appears in AI answers, how that’s changing, which sources are driving it, and how it lines up with calls and signed cases.
How it fits with everything else
AI visibility works best alongside the channels that build your name. TV, YouTube and social get people looking for you. SEO and AI search help them find you, and Calls & Cases answers when they call. We plan all of it together.
Five layers
Where we put AI to work
The five layers cover everything from the first question an injured person asks to the case your firm signs. Our people stay in charge of each one.
Be the answer
We audit how AI assistants describe your firm, fix the details they rely on, earn citations in sources they trust and publish answers to the questions injured people are asking.
Spend where cases come from
We plan markets, stations, dayparts and digital placements around cost per signed case. As results come in, the budget moves to what’s working.
Test more ideas, faster
Our Nashville studio still writes, shoots and directs. AI speeds up the versions (script variants, cut-downs and platform edits), so we can test more creative and give the winners more airtime.
Never miss the call
Calls & Cases, our intake team, answers and screens every lead to your criteria. Call analysis shows which ads bring in real cases and where intake could tighten up.
Prove what worked
We tie each call, form and signed case to the channel, market and spot that produced it, so the next plan is built on what worked last time.
Ground rules
How we keep AI in check
People make the calls
People with two decades in legal advertising decide the strategy, the buys and the creative. AI gives them more to go on.
Every ad is reviewed
Attorney advertising has rules. Nothing AI helps create goes out without a person checking it against them.
Measured on cases
Clicks and impressions are inputs. The number we answer to is the cost of a signed case.
Who’s on it
Your AI search team.
The people who’ll be doing this work for you.
Benjamin Spankowski
Director of Organic Digital Marketing
Blake Conover
Supervisor of SEO / AEO Specialist
Hannah Giles
SEO Specialist & Content Writer
Stephanie Craven
SEO Specialist
Chaz Egnew
SEO Specialist
Angela Rush
SEO Specialist
Partners & platforms
Put a premier partner on your side.
Clients
Firms that stay for decades.
I enjoy working with Whitehardt for three primary reasons. They are honest, efficient and responsive. In a world where people do not always do what they say, this is refreshing. All business is relational and requires trust. I trust Whitehardt. We have a great relationship, and they are good at what they do.
I enjoy working with Whitehardt for three primary reasons. They are honest, efficient and responsive. In a world where people do not always do what they say, this is refreshing. All business is relational and requires trust. I trust Whitehardt. We have a great relationship, and they are good at what they do.
Rhon JonesBeasley Allen Law Firm
When I invest, I tend to invest large. And when it's time to put millions of dollars into a tort campaign, Kevin & Whitehardt have my trust!
Truly scalable results, from a $25k test to $1 million a month, Whitehardt results are consistent and predictable.
I'd prefer nobody else know about you.
I don't have the expertise or time to handle the creative or the details of the ad buys and that is all done for me and done well.
Questions
Questions firms ask
Is AI Search Optimization the same as SEO?
They overlap. SEO is about ranking pages in search results. AI Search Optimization is about getting named and cited in AI-written answers. Good SEO is the foundation, and a lot of the same signals count for both.
Which AI assistants do you track?
ChatGPT, Google Gemini and AI Overviews, Microsoft Copilot and Perplexity, adjusted as client behavior changes.
How long does it take to see results?
Fixing inconsistent firm information and structured data can show up within weeks. Citations and reviews compound over months. You’ll see the trend in a monthly report.
Can you guarantee my firm will be recommended?
No, and be wary of anyone who says they can. AI answers vary by question, location and model, and they change over time. What we can do is make your firm the strongest candidate and track how often it gets picked.
Will AI replace our TV campaigns?
No. TV still builds the name people remember, and that name is part of what AI assistants pick up on. We use AI to plan and measure TV better, not to replace it.
How do you measure AI visibility?
We ask the major assistants the questions your clients ask, in your markets, on a schedule, and track whether your firm is named, how it’s described and which sources are cited. You see the trend alongside calls and cases.
Is AI-assisted creative safe for attorney advertising?
It is, as long as people stay in charge. AI helps with drafts and versions, and our team writes, directs and reviews every ad against attorney advertising rules before it runs.
Do we need to change agencies or tools to start?
No. Most firms start with an AI visibility audit and add layers from there, alongside the channels already working for them.
More ways we help