Be the firm
the AI recommends.
When a client searches for a lawyer, or asks an AI for one, your firm should be the answer. We are the SEO and Answer Engine Optimization firm for law firms, and we build the site it all runs on.
What is Answer Engine Optimization, and why does a law firm need it?
Answer Engine Optimization makes your firm the name an AI gives when someone asks ChatGPT, Perplexity, or Google's AI for a lawyer. More prospective clients now ask before they search, and an AI answer names two or three firms, not ten. AEO runs on the same foundation as SEO, so we do both, and build the website they run on.
Three reasons a firm calls us.
Invisible when clients search
When someone searches for a lawyer in your market, your firm is nowhere near the local pack, so the call goes to whoever Google shows first. Being in business is not the same as being found.
Absent from the AI's answer
Clients now ask ChatGPT, Perplexity, and Google's AI for a lawyer and trust the names that come back. If your firm is not the answer, you never even enter the conversation.
A site that cannot compete
A slow, generic, or unstructured website cannot rank and cannot be cited. The foundation has to be built to be found, or every other effort fights uphill.
When your next client asks an AI, the firm should be the answer.
Prospective clients no longer just search, they ask. They put their question to ChatGPT, Perplexity, and Google's AI, and they trust the names that come back. AEO structures your practice content, entities, and authority so the answer engines cite your firm, not the firm down the street.
When someone searches for a lawyer, the firm should be at the top.
Most clients still begin at Google, and the firms in the local three-pack get the calls. We build the local foundations, structured practice content, and honest authority signals that put your firm where prospective clients are already looking, the same foundation the answer engines draw from.
Four lines of work, led by search.
Answer Engine Optimization
When a prospective client asks ChatGPT, Perplexity, or Google's AI for a lawyer, your firm should be the name it returns.Detail →02SEO & Local Search
When someone searches for a lawyer, the firms in the local pack get the calls. We build the foundations that put yours there.Detail →03Content & Authority
Practice-area writing and thought leadership that reads like counsel, the fuel that ranks you and gets you cited.Detail →04Website Design & Development
The foundation it all runs on: a fast, legal-specific site built for search, answer engines, and the way firms win clients.Detail →Real firms, redrawn and ranked.
Rebuilding Michelman & Robinson's website around a new brand
A rebuild for a business law firm in the middle of a rebrand: more than 600 pieces of content moved into one system, and the main content loading in 1.9 seconds instead of 3.1.
Securing and growing a regional litigation firm's website
A three-year retainer that turned a vulnerable, neglected website into a secure, fast, conversion-focused asset, and lifted its SEO health from 52 to 73.
“At long last, the reimagined Michelman Robinson website is live. It's been a long and at times arduous process, but the end result is fantastic, and I have Madison to thank for that. If there were a Yelp for web development, a review of Madison (and WhatArmy) would be impossible. There simply aren't enough stars!”
A foundation, then a partnership.
A one-time Foundation engagement builds the asset and the search setup. Then a monthly retainer does the SEO and AEO work that compounds. Starting floors, published up front. No surprise scope.
Local and organic search, handled. Firms that need to be found in search and the local pack first.
Be found in search and cited by the AI. Firms that want to win both the search result and the AI answer.
Own your market in search and in AI. Firms intent on being the obvious answer in their market.
Straight answers to what firms search for.
What firms ask us first.
Tell us about your firm. We'll tell you honestly what we'd do.
No pitch deck, no pressure. A short call with a principal to understand the practice and whether we're the right firm for the work.