Not Just Google Anymore: Why AI Traffic Is Generating Real Revenue for Law Firms

I spotted something fascinating in our website analytics recently that I had to share with you.

Looking at just one day’s worth of traffic to a law firm’s website, a clear pattern emerged that could significantly impact how you approach your firm’s marketing strategy.

Let me break down what I saw:

1. Bing Bot: 1.6K visits
2. Google Bot: 744 visits
3. ChatGPT User: 290 visits
4. GPT Bot: 203 visits
5. Apple Bot: 63 visits
6. Claude Bot: 57 visits

The numbers tell a compelling story. While traditional search engines like Google and Bing still dominate, AI platforms—specifically Large Language Models (LLMs) like ChatGPT and Claude—are now driving substantial traffic to law firm websites.

This Isn’t Just Traffic—It’s Converting

What’s truly exciting is that this isn’t just passive traffic.

Law firms are signing actual cases through platforms like ChatGPT and Perplexity. Real clients with real legal needs are finding attorneys through these AI assistants.

Think about that: potential clients are asking ChatGPT questions like “Who’s the best personal injury attorney in San Jose?” or “How can I find a good divorce lawyer near me?” and then following through on those recommendations.

Why This Matters for Your Firm

For years, the formula for online success for attorneys has been relatively straightforward: rank well on Google, get clients. But the search ecosystem is rapidly diversifying.

When a potential client has a legal question today, they might:

• Type it into Google
• Ask Siri or Alexa
• Prompt ChatGPT, Claude, or Perplexity
• Use Bing’s AI-enhanced search
• Ask a question through a messaging app

Each of these pathways represents a potential client finding—or missing—your firm.

How AI Search Differs From Traditional Search

Not Just Google Anymore: Why AI Traffic Is Generating Real Revenue for Law Firms

I spotted something fascinating in our website analytics recently that I had to share with you. Looking at just one day’s worth of traffic to a law firm’s website, a clear pattern emerged that could significantly impact how you approach your firm’s marketing strategy.

Let me break down what I saw:

1. Bing Bot: 1.6K visits
2. Google Bot: 744 visits
3. ChatGPT User: 290 visits
4. GPT Bot: 203 visits
5. Apple Bot: 63 visits
6. Claude Bot: 57 visits

The numbers tell a compelling story. While traditional search engines like Google and Bing still dominate, AI platforms—specifically Large Language Models (LLMs) like ChatGPT and Claude—are now driving substantial traffic to law firm websites.

This Isn’t Just Traffic—It’s Converting

What’s truly exciting is that this isn’t just passive traffic. Law firms are signing actual cases through platforms like ChatGPT and Perplexity. Real clients with real legal needs are finding attorneys through these AI assistants.

Think about that: potential clients are asking ChatGPT questions like “Who’s the best personal injury attorney in Phoenix?” or “How can I find a good divorce lawyer near me?” and then following through on those recommendations.

Why This Matters for Your Firm

For years, the formula for online success for attorneys has been relatively straightforward: rank well on Google, get clients. But the search ecosystem is rapidly diversifying.

When a potential client has a legal question today, they might:

• Type it into Google
• Ask Siri or Alexa
• Prompt ChatGPT, Claude, or Perplexity
• Use Bing’s AI-enhanced search
• Ask a question through a messaging app

Each of these pathways represents a potential client finding—or missing—your firm.

How AI Search Differs From Traditional Search

Looking at the search examples I’ve shared, the difference between Google and ChatGPT becomes immediately clear.

Google search: When someone searches “statute of limitations personal injury Texas,” they see:

• Multiple website options to click through
• An AI Overview with a brief summary
• Several competing law firm websites (Anderson Injury Lawyers, Attorney Brian White)
• Featured snippets from various legal resources
• Related questions under “People also ask”
  

ChatGPT response: For the same query, ChatGPT provides:

• A complete, conversational answer with the two-year timeframe
• Detailed explanations of exceptions (Discovery Rule, Minor Plaintiffs, Mental Incapacitation)
• Specific citations to law firm websites (troyburchlaw.com, simmonsandfletcher.com)
• A recommendation to consult with an attorney
• All information on one screen without requiring additional clicks

Notice something crucial? ChatGPT actually cites specific law firms as sources and includes their websites. These citations represent direct referral opportunities that forward-thinking firms are capitalizing on.

This fundamentally changes how potential clients discover legal services. Instead of clicking through multiple websites to piece together information, they’re getting

What Forward-Thinking Firms Are Doing

Law firms seeing success with AI platforms are taking specific actions:

1. Creating LLM-friendly content: Writing clear, structured content that AI systems can easily parse and reference
   
2. Establishing expertise markers: Building content that positions the firm as an authoritative source that LLMs will cite
   
3. Monitoring AI mentions: Tracking when and how AI systems reference their firm or content
   
4. Optimizing for semantic questions: Structuring content around natural questions clients ask rather than just keywords

For example, a family law practice in Chicago saw a 22% increase in consultation requests after restructuring their content to better address the specific questions ChatGPT users were asking about divorce proceedings in Illinois.

The Multiplatform Future Is Already Here

The traffic data I shared isn’t a prediction—it’s happening right now. Law firms that understand and adapt to this shift are already benefiting, while others risk being left behind.

Consider this: five years ago, voice search was just gaining traction. Today, millions of potential clients find legal help through voice assistants. The AI shift is happening even faster.

What You Can Do Today

1. Review your analytics: Check if you’re getting traffic from AI platforms (look for OpenAI, Anthropic, or similar referrers)
2. Create FAQ-style content: Develop content that directly answers common legal questions in your practice area
3. Build demonstrable expertise: Create in-depth guides that establish your authority on specific legal topics
4. Structure your data properly: Ensure your firm’s name, location, practice areas, and achievements are clearly marked up for easy extraction
5. Test AI platforms yourself: Ask ChatGPT about attorneys in your specialty and location to see if you appear

A criminal defense attorney in Austin did precisely this and discovered ChatGPT was recommending a competitor based on their more structured content. Within two months of updating their site, they began appearing in AI recommendations and saw a 15% increase in initial consultations.

This Is Just the Beginning

While Google still dominates search, its market share is gradually declining. As AI platforms become more integrated into everyday devices and services, their influence on how clients find attorneys will only grow.

The law firms that adapt early will have a significant advantage as this shift accelerates.

Casey Meraz Casey Meraz is an entrepreneur, SEO expert, investor, creator, husband, father, friend, and CEO of Juris Digital. Casey is a frequent speaker at industry events and the author of two books on digital marketing, including "Local Marketing for Personal Injury Lawyers" and “How to Perform the Ultimate Local SEO Audit”