AI assistants are the new front door for legal enquiries. When someone asks ChatGPT "Who are the best conveyancing solicitors near me?" or tells Perplexity "Recommend a family law firm in Manchester", the AI does not show ten blue links. It names specific firms. If your law firm is not one of them, you are losing instructions to competitors who may be smaller, newer, or less experienced — but whose data is better structured.
The good news: getting visible to AI assistants is not complicated, and most law firms have not started yet. This guide walks you through the six steps that matter most in 2026. Each one is actionable, and several are free.
Claim and Complete Your Google Business Profile
Your Google Business Profile (GBP) is one of the first data sources AI assistants check when recommending local businesses. If you have not claimed yours, do so immediately at business.google.com. Once claimed, complete every field: primary category (Solicitor), secondary categories (e.g. Conveyancing Service, Immigration Attorney), a detailed business description that includes your key practice areas and locations, office photos, opening hours, phone number, and website URL. Add all your office locations if you have more than one. AI tools like Gemini and Google AI Overviews pull directly from GBP data, so a half-finished profile means half the visibility. Make sure your firm name on GBP matches your SRA register name exactly — inconsistencies between platforms reduce AI confidence in your data.
Add LegalService Schema Markup to Your Website
Schema.org markup is structured code added to your website that tells AI exactly what your firm does. For law firms, the most important schema type is LegalService. Your markup should include your firm name, SRA number, practice areas (conveyancing, family law, commercial litigation, immigration, employment, wills and probate), office addresses with postcodes, opening hours, aggregate review data, and a sameAs property linking to your SRA register entry and other authoritative profiles. This markup is invisible to visitors — it sits in your page code — but it is the single most important signal for AI platforms. Without it, AI tools have to guess what your firm does based on unstructured text, and they often guess wrong or skip you entirely. If you do not have a developer, TendorAI Pro installs this markup on your website automatically as part of the subscription.
Audit Your NAP Consistency Across SRA, Google, and Directories
NAP stands for Name, Address, and Phone number. AI tools cross-reference your business details across multiple sources — your website, Google Business Profile, SRA Solicitors Register, directories, social media profiles, and review platforms. If your firm name is “Smith & Jones Solicitors” on your website but “Smith and Jones Solicitors LLP” on Google and “S&J Legal” on LinkedIn, AI tools cannot confidently match these as the same entity. Audit every platform where your firm appears and ensure the name, address format, and phone number are identical. Check your SRA listing, Google Business Profile, ReviewSolicitors, Law Society Find a Solicitor, Trustpilot, and any local directories. Even small differences such as “St.” versus “Street” or a missing postcode can cause problems. Inconsistent NAP data is one of the most common reasons law firms are invisible to AI assistants.
Claim Your TendorAI Profile
TendorAI creates AI-readable structured data profiles specifically for UK professional services firms. Claim your free profile and fill in every detail: your SRA number, practice areas, specialisms, office locations, fee ranges, and client types. Unlike a standard website, which AI has to interpret from unstructured text, a TendorAI profile presents your firm’s data in a format AI tools are built to consume. TendorAI pulls directly from SRA regulatory data, so your profile starts with verified information that AI platforms already trust. Include your client sectors (individuals, SMEs, corporates), languages spoken, and any accreditations such as Lexcel or Conveyancing Quality Scheme. The free profile gets you listed; the paid plans add schema markup installation on your website and weekly AI mention tracking so you can monitor which platforms recommend you.
Publish FAQ Content That Answers Real Client Questions
AI assistants answer questions — so your website needs to contain the answers. Write FAQ pages that match how real people phrase queries to AI tools. Instead of generic headings like “Our Services”, write specific questions your clients actually ask: “What does a conveyancing solicitor do?”, “How much does a divorce solicitor cost in 2026?”, “Do I need a solicitor to buy a house?”, “How long does probate take in England and Wales?”. Mark up your FAQs with FAQPage schema so AI tools can parse them directly. This content serves double duty: it helps your traditional SEO and feeds directly into AI-generated answers. Aim for at least one FAQ page per practice area, with five to ten questions each. Write in plain English that a member of the public would understand — not legal jargon.
Add Pricing or Fee Structure Information to Your Service Pages
AI platforms strongly favour businesses that are transparent about pricing. When someone asks ChatGPT “How much does conveyancing cost in Bristol?”, AI looks for firms that publish fee information. Add clear pricing or fee ranges to each practice area page on your website: fixed fees for conveyancing, hourly rates for litigation, estimated costs for divorce proceedings, and disbursement breakdowns where relevant. You do not need to publish exact figures if that does not suit your practice — fee ranges and “starting from” prices are effective. Include pricing in your Schema.org markup using the priceRange property. SRA transparency rules already require solicitors to publish pricing for certain services (conveyancing, employment tribunals, immigration, probate, motoring offences, debt recovery), so this aligns with your regulatory obligations. Firms that publish fees are consistently recommended more often by AI assistants than those that require a phone call to discuss costs.
Quick Summary: The 6-Step Checklist
- Claim and Complete Your Google Business Profile
- Add LegalService Schema Markup to Your Website
- Audit Your NAP Consistency Across SRA, Google, and Directories
- Claim Your TendorAI Profile
- Publish FAQ Content That Answers Real Client Questions
- Add Pricing or Fee Structure Information to Your Service Pages
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