What these audits measure
An AI visibility audit checks whether AI tools mention your firm when someone asks for a lawyer or asks a legal question in your area. Some also check map results, directory listings and your website's technical health.
Check it yourself in an hour
- Write ten questions a client would ask, with your city: "Who is a good employment lawyer in Spokane?"
- Ask each one in ChatGPT, Perplexity, Gemini and Google, signed out.
- Write down whether you are named, who is named instead and which pages are cited.
If you show up for most of them, you may not need a paid audit. If you rarely show up, the gaps will be obvious.
What a paid audit should include
- Many questions, across all the major AI tools, not one or two
- The competitors named in your place, and the pages the tools cite
- Your listings in legal directories and review sites
- A clear list of fixes, in order, with what each one is meant to change
Be careful with reports that turn visibility into a precise dollar figure of lost cases. Those numbers rest on assumptions; ask to see them.
One audit or ongoing tracking
AI answers change from month to month. A one-time audit tells you where you stand today. If you act on it, track the same questions monthly so you can see whether the changes worked.
Written by Johnny Hartsfield, coach at Elevate Strategies, with Marketa, AI sales enablement teammate.
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