Someone has just been handed a will to sort out. Another person is buying their first flat. More of them now open ChatGPT and type the question they would once have put to a friend. Who is a good probate solicitor near me?
The reply is a handful of firm names. Most people ring one of the first two. If your firm is missing, there is no record that the question was ever asked.
What do clients ask AI about solicitors?
Questions about legal help are specific. They name a town, a type of work and often a worry about cost. These are typical of what clients type.
- Who are the best conveyancing solicitors in Reading?
- Which family law firms in Leeds offer a free first meeting?
- I need a solicitor for a will and power of attorney in Bath. Who do people recommend?
- What does a no win no fee personal injury solicitor in Cardiff charge?
- Is there an employment solicitor near Croydon who deals with settlement agreements?
- Which law firms in Norwich handle probate for estates with a house?
Each practice area is its own contest. A firm can be named often for wills and never for divorce.
Why does AI pick some firms and skip others?
AI tools that search the web look for sources they trust about a place. For legal work those are mostly legal directories, review sites, Google Business Profiles and the firms' own sites.
Our own research shows how much weight directories carry. In our study of London dentists, published on 26 October 2026, we collected 1,309 AI answers. 64% of them cited a dental directory. Law is a different trade, though the pattern is a fair guide. The engines lean on outside listings they can check against each other.
So the firms that get named tend to share a few traits. Their details match everywhere. They have a steady flow of recent reviews. Their website has a plain page for each type of work, naming the town and the people who do it.
What should a law firm fix first?
Start with whatever makes you hard to trust or hard to place.
- Make your firm name, address and phone number identical on your site, Google and every directory listing.
- Give each practice area its own page. Say who does the work, where, and how fees are set.
- Ask happy clients for Google reviews as matters close, and reply to each one.
- Check your legal directory profiles. Old offices and departed partners confuse the engines.
- Add schema to your office and service pages so the facts are easy to read.
None of this is new to anyone who has done local SEO. The difference is that you now need to check what the AI tools actually say about you.
How does axgeo.ai help a law firm?
You choose the questions, such as the six above for your own town. axgeo.ai asks them every week across ChatGPT, Gemini, Perplexity and Google AI Mode, and records who gets named.
Answer accuracy breaks each answer into claims and grades them against a fact sheet you approve. If an engine gives an old office address, you see it, along with the page it came from. Local AI visibility shows which firms appear in your place. Google Business Profile reviews collects your reviews and drafts replies for you to edit.
Page checks run 59 tests on each service page. Rank tracking follows your Google keywords nightly, down to town level, with the map pack shown. You get a ranked list of fixes and a monthly report with your logo.
Which plan fits your firm?
| Plan | Price a month, plus VAT | Good for |
|---|---|---|
| Local | £99 | One office, 20 questions a week on four AI tools |
| Local Plus | £199 | One office, 40 questions, share of voice and source tracking |
| Local Pro | £299 | Two offices, 60 questions a week on all eight AI tools |
| Growth | £500 | Three offices and up |
Every plan is monthly with no contract. Full details are on the pricing page. For the groundwork that applies to any local firm, read our page on AI search for local service businesses.