A Squarespace study of over one million AI citations found that one-third point to listicles like comparison guides and how-to articles. Most law firms don't publish this content, so AI rarely surfaces their websites when people search for "best estate attorney" or "how to choose a family lawyer." Firms should publish practice-area-specific hiring guides to get cited by AI and attract clients.
Before someone hires an attorney, they usually ask AI for a comparison. Is your content in that answer? From a Squarespace study of over 1 million AI citations, 1 in 3 AI citations for legal services goes to listicle content— things like best-of lists, comparison guides, and how-to-choose posts. When someone searches best estate attorney in my area or how do I choose a family lawyer, AI reaches for that kind of content. Most firms don't have it. Try writing something like, what separates a great estate attorney from a good one? Or what to know before hiring a lawyer for the first time. Be specific to your practice area. That's the content AI pulls from. Make sure to write yours.
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