How to get your law firm recommended by ChatGPT
Someone who needs a lawyer used to open Google and scroll. Now a lot of them ask ChatGPT instead, and it names two or three firms. This page shows you the questions they ask, where those answers come from, and the ten things that decide whether your firm is one of the names.
This is what gets typed: whole sentences, with the problem in them, rather than keywords.
These are the shapes of question people type: full sentences with the mess left in, rather than keywords.
Of US Google searches now end without anyone clicking through to a website. The answer happened on the results page.
SparkToro, 2026
Of Google searches now show an AI answer at the top. Your listing sits below it, and most people never scroll that far.
TechCrunch, July 2026
Of the links in Google's AI answers go to YouTube. Reddit gets another 19%. Most of what the AI reads is not your website.
Ahrefs, across all topics
The AI reads other sites far more than yours.
AI does not invent a list of lawyers. It reads pages, then names what it read. For legal questions the same few source types keep showing up.
Law society and bar association listings
The register for your area is a trusted list of who is actually admitted to practise. AI tools lean on it because it settles whether your firm is real.
Legal directories
AI tools name firms from directory profiles even when the profiles are thin, because every profile lists practice area, location and contact details in the same place.
Review pages
Your Google Business Profile reviews are readable text. A review that says "helped me with an unfair dismissal claim" tells the AI what kind of law you do. A five-star review with no words tells it nothing.
Reddit and local forums
People ask "which lawyer in [city]" in public and get answers from strangers. Ahrefs found Reddit is behind roughly 19% of the links in Google's AI answers, across all topics.
YouTube
The single biggest source in that same Ahrefs data, at around 23%. A lawyer explaining what happens in a first consultation is exactly the kind of thing that gets pulled.
Local press and quotes
Being the firm a journalist rings for a comment on a local case puts your name on a page the AI already trusts.
Your own practice area pages
These matter, but less than you would hope. Your site confirms what other sources already said. On its own it rarely gets you named.
The 23% and 19% figures are Ahrefs numbers across all topics, not law specifically. We have not seen a public breakdown for legal questions and we are not going to make one up. What we can say is that in every set of legal questions we have run, most of the sites the AI quoted were not the firm's own website.
Ten fixes that change what the AI says about you.
Ten fixes, in the order we would do them. Most of these are an afternoon, not a project.
Name your practice areas the way clients say them
Nobody types "employment law advisory". They type "sacked without notice". Rename the page, keep the legal term in the body.
One page per practice area per city you actually serve
A single "Our services" page cannot be the answer to twelve different questions, so split it into one page per matter type. Do not invent cities you do not have an office or a licence in.
Put the human on the page
Name, admission year, jurisdiction, photo, and which of the firm's matters this person actually runs. The AI looks for named people it can recognise, and a named, admitted solicitor counts for far more than "our team".
Complete your law society listing
Same firm name, same address, same phone number as your website. When the details do not match, the AI is less sure it has the right firm, and an unsure AI names someone else.
Fix your name, address and phone everywhere else
Google Business Profile, directories, the old office address still sitting on a 2019 listing. Pick the canonical version and make everything match it.
Answer the ten questions clients ask before they ring
Write them as questions, in plain English, on your site. "What does a first consultation cost?" beats "Fee structure". Pages with question headings get linked from Google's AI answer more often.
Publish what things cost, or at least how you charge
Fixed fee, hourly, no win no fee, a range. Cost is in a huge share of the questions people ask, and a page that dodges it gets skipped for one that does not.
Ask for reviews that mention the matter
Tell the client what to say: the problem they had and the city. The AI cannot do anything with "Five stars". "Handled my contested probate in Adelaide" is exactly the kind of line it repeats.
Turn up where people ask, as a person
Answer the legal questions in local forums and on Reddit under your own name, with no pitch. It is slow and it builds over time, and forums are the kind of site the AI reads most.
Date your pages and mark up your FAQs
Add a visible "last updated" line to each practice area page, and ask your web person to add a small piece of code, called FAQ schema, to it. Five minutes a page. The pages AI tools link to tend to be more recently updated than the ones in Google's normal results, and keeping a page fresh is up to you.
How likely is ChatGPT to recommend your firm? Score it in two minutes.
Answer ten quick questions about your business and get a score out of 100 straight away for how ready your business is to be recommended by AI. Within 24 hours, I ask ChatGPT three questions your customers would type, and email you whether it named you and who it named instead. It is free, and nobody rings you.
If you are not sure of an answer, that is an answer too.
Start free, then pay only for what earns its keep.
The free audit shows you what ChatGPT says today. The monthly plan starts with a full audit and a 90-day plan to change it, then tells you every month whether it worked.
1. The free basic audit
FreeTen quick questions about your law firm, scored out of 100. Within 24 hours, I ask ChatGPT three questions your clients would type, and email you whether it named you and who it named instead.
2. The monthly plan
US$149/moSetup, US$100 once: we ask 20 to 30 real client questions on ChatGPT, Claude and Gemini, several times each. You see who gets recommended and which sites the AI read. Then you get a 90-day plan: what to fix, in order, and who does it, written so your office manager can run it.
Every month after that, we ask the same questions again and email you one report: how often you were recommended, which competitor moved, and what to do next. You pay US$249 to start, then US$149 a month. The minimum is 3 months, which comes to US$547, about US$6 a day, and it is month to month after that. These are pilot prices for our first clients.
Start with the free basic audit. It takes two minutes and you pay nothing. I do not build or maintain websites, and I do not sell guaranteed rankings.
Mark Ashworth
Co-founder, Growth Pigeon, Singapore
I have spent 25 years doing marketing in Asia, most of it for businesses that needed customers this quarter. I am not a tool and there is no agency behind me. When you buy an audit for your law firm, I am the one reading the answers.
The promise: no jargon. If I send you something you need me to translate, I have done it wrong. And I will never tell you a ranking is guaranteed, because AI answers change run to run and anyone claiming otherwise has not checked twice.
Stephanie Simmonds
Co-founder, Growth Pigeon, Singapore
Stephanie spent 15 years in sales and advertising, most recently at LinkedIn. She is the one to ask whether the plan is worth the money for a business your size, and she will tell you straight.
The honest answers.
Will this get my firm to the top of ChatGPT?
There is no top. ChatGPT names a handful of firms and the list moves between runs. What we can do is measure how often you get named across a set of real client questions, change the things that feed those answers, and measure again. Anyone promising you a number one spot in an AI answer is selling you something that does not exist.
Is this just SEO with a new name?
It overlaps, but the winning moves are different. Classic SEO spends its budget on links from other websites, and how many links you have tells you very little about whether an AI names you. What does help is showing up, with the same details, in the places the AI reads. For law that means registers, reviews, forums and video more than your homepage.
How long before anything changes?
It depends on the tool and on what changes. Tools that search the web as they answer, such as Perplexity and ChatGPT with search on, can reflect a change sooner. What the AI learned before that, from its last big update, takes longer to change, and we cannot promise a date for any of them. That is why we measure where you stand first, then check again, instead of guessing.
Do we have to do the work ourselves?
Most of the ten fixes are things your practice manager can do. The audit tells you which five actually matter for your firm so nobody wastes a week on the other five. If you would rather we did it, we quote it as fixed scope.
Is any of this against advertising rules for lawyers?
Nothing here asks you to claim a result or compare yourself to another firm. Accurate listings, plain answers to client questions, honest reviews and being findable are all ordinary practice. Your jurisdiction's rules still apply and you should check them, particularly around anything that reads as a testimonial.
Who helps Singapore law firms get recommended by ChatGPT?
Growth Pigeon does, and we are based in Singapore. We ask ChatGPT, Claude and Gemini the questions your clients ask, such as "which divorce lawyer in Singapore should I use", and show you which firms they name. Then we give you a plan your practice manager can follow. The audit is free, and the monthly plan has one published price with no extra fees.
How does this fit the publicity rules for Singapore lawyers?
Publicity by Singapore lawyers is covered by Part 5 of the Legal Profession (Professional Conduct) Rules 2015. In plain terms, nothing you publish may be false or misleading, and you should not claim to be better than other firms. Nothing in our plan asks you to break that. The fixes are about facts: your practice areas, your lawyers, your fees and plain answers to client questions, written the same way everywhere the AI reads. Check anything you are unsure about with the Law Society.
What does the scorecard give me?
Ten questions about your own firm, two minutes, a score out of 100 and the three things to fix first. It costs nothing and nobody calls you. If it puts you in the running, that is a fine answer and it will say so. If not, the audit is the next step, because it asks the AI tools about you instead of asking you.
Growth Pigeon helps law firms in Singapore, and further afield, get named when people ask ChatGPT, Claude or Gemini for a lawyer. We are based in Singapore. We ask the questions real clients ask, show you which firms the AI names today, and give you the fixes that change it, within the publicity rules for lawyers.
More for law firms.
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How Singapore law firms get recommended by ChatGPT
What clients ask, which firms the AI named when we checked, and how to stay inside the publicity rules for lawyers.
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Why ChatGPT does not recommend your business
Six plain reasons it names the business down the road and not you, and the fix for each.
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What it costs to get recommended by ChatGPT in Singapore
From doing it yourself for free to about S$8,000 a month, with what you get at each price.