Case Study: AI Visibility Driving Rapid Growth for a Specialist Law Firm

A specialist law firm wanted to strengthen its digital presence and improve visibility across emerging AI driven search platforms. Their goal was to increase visibility for core practice areas, establish authority within AI generated recommendations, and drive measurable growth in website traffic.

Key Findings

During the initial phase of the strategy, we implemented an AI focused SEO and content approach tailored to the firm’s practice areas and high intent legal queries. The following insights were observed:

• The firm ranks within AI Overview results for 87 keyword terms across its practice areas.
• The firm appears in ChatGPT recommendation lists as a leading law firm nationally for its core focus practice area.
• Website traffic from ChatGPT has increased significantly, with the most recent month showing a 222.2 percent month on month increase.

Recommendations

Following our analysis of performance, we recommended ongoing optimisation to maintain and build on results, including:

• Expanding AI optimised content across additional high intent practice area keywords.
• Strengthening authority signals to improve consistency of AI Overview visibility.
• Continuing to monitor AI referral traffic to refine content strategy and maximise growth.

Conclusion

This case demonstrates how a focused AI driven digital strategy can significantly improve visibility and traffic for law firms. By securing prominent placement within AI Overviews and recommendation lists, the firm increased exposure to high intent users, strengthened its market position, and achieved rapid growth in AI driven traffic.

For firms looking to future proof their digital marketing, this example highlights the growing importance of AI visibility in driving measurable and sustainable growth.