Websites, SEO and GEO (AI search) for law firms
I build fast websites for law firms that turn a search into a phone call: one page per practice area that answers what clients ask before they call, the lawyer responsible named on it, and a call-back form on every page. The same pages are built to be found on Google and cited in AI answers such as Google's AI Overviews and ChatGPT (generative engine optimisation, or GEO).
In our Australian AI Overview Index (scan of 23 October 2026, 8 law questions, 3 runs each), Google showed an AI Overview in 24 of 24 runs, citing about 7.2 sources each. An individual business's own website was among those sources in all 24.
Closest proof: a regulated professional-services firm, 32 to 870 Google clicks (28 days, May vs Oct 2026).
Last updated
What goes on the site
A page for each practice area, written around the questions clients ask (how long, what it involves, what to bring to a first meeting), not a list of services.
Each lawyer's profile with their admission and practice areas, linked to a public register where your state publishes one, such as the Victorian Legal Services Board + Commissioner's register of lawyers.
Structured data for the firm, each lawyer and each service, so search engines read the same facts your visitors do.
A call-back form, a tap-to-call number and a "book a call" link on every page, with each enquiry recorded against the page it came from.
The rules that apply
Legal services advertising has rules of its own. Advertising rules for some legal services, such as personal injury work, differ between states, and professional conduct rules apply to what a firm says about itself. I am not a lawyer: you, or whoever handles compliance at your firm, approve every page before it goes live.
More people now ask an AI assistant before they ring a firm: here is how a page gets cited in ChatGPT, Perplexity and AI Overviews, and what turns that visit into a call. If your firm is missing from those answers: why a law firm may not show up in ChatGPT and Google's AI answers. And to get the business itself named, not only its pages: how to get your business on ChatGPT, and check whether it is.
What Google's AI Overviews cite for law questions
The most-cited source types for law questions in the scan of 23 October 2026 (the Index names types, never individual sites):
- Individual businesses and practices: 24 of 24 AI Overviews
- Government and courts: 15 of 24 AI Overviews
- Social media, video and forums: 8 of 24 AI Overviews
The Australian AI Overview Index: all five industries, the questions and the method.
To see what AI answers say about your own business in your city: Want this checked every week instead of once? See the dashboard (A$99, then A$29/month).
Who does AI name when your clients ask?
The AI visibility dashboard puts questions like these (shown here for Canberra; yours use your city) to ChatGPT, Grok, Perplexity and Google's AI every week, and shows which businesses the answers name instead of you:
- Who is the best family lawyer in Canberra?
- How much does a family lawyer cost in Canberra?
- How long does it take to sort out a matter with a family lawyer in Canberra?
Start your AI visibility dashboard (A$99, then A$29/month)
Today: A$99 for the full check and the first month of your dashboard. Then A$29 a month from day 31; cancel any time before then and you pay nothing more.
Questions your clients ask first
Examples of the questions each page is built to answer. Your list comes from what your own clients ask.
How long does probate take?
Do I need a lawyer to contest a will?
What does a family law property settlement involve?
What should I bring to a first meeting with an employment lawyer?
Based in Canberra? See SEO and web design for Canberra law firms.
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Talk to the person who builds it.
Book a 15-minute call, or leave your number and I'll call you. You get a written scope and quote before any work starts.
Or call 0404 003 240 jarek@layerops.tech. I reply within one business day.