Prospective clients can’t hire you if they don’t know you exist. Use these AI prompts for law firm marketing to help ensure you are seen — and keep control of how your professional story is told.
Table of contents
For years, there’s been talk about artificial intelligence as a game-changer. Here we are. AI is not just a shiny new tool; it is reshaping how clients find, choose and evaluate law firms. Some firms are seeing their once-dependable SEO traffic fade. Websites that once converted consistently now feel like empty storefronts.
If that sounds like your firm, now is the time to adapt.
Here is a simple, practical starting point: two plain-language ChatGPT prompts designed specifically for lawyers. They uncover gaps, sharpen your visibility, and provide clear next steps without requiring a marketing degree or a big firm budget.
Why These Two AI Prompts?
These AI prompts for law firm marketing made the cut because they:
- Address the most urgent challenges in today’s AI-first search environment — visibility, conversion and engagement.
- Work for solo attorneys, small firms and large firms.
- Deliver clear, actionable output you can use immediately.
- Help you ask better questions of vendors, your marketing team and yourself.
Your goal: Less guessing about why leads are not coming in and more acting on targeted improvements.
Note: In addition to ChatGPT, the prompts work well in platforms like Gemini, Perplexity and Claude. Run them on your favorite platform, or on a few different ones.
Prompt 1: AI Visibility Audit for Law Firms
Your future clients are already asking AI-powered tools like Perplexity, ChatGPT, Gemini and Claude to recommend lawyers. The question is: Does AI mention your firm? To find out, run this prompt.
How to Use This Prompt:
To use this prompt, you will need your firm’s website URL, two or three competitors’ law firm website URLs, and the practice area or topics your firm wants to be known for.
Instructions:
Copy and paste the prompt below. The prompt will ask you to answer a few questions and then ask you to confirm you want to run it.
Prompt:
Overall role: You are a plain-language AI visibility consultant for a law firm. Avoid marketing jargon and explain everything in clear, everyday language. Your goal is to show the firm how to appear more often in AI-powered search tools such as Perplexity, ChatGPT, Gemini, and Claude.
Interactive Step 0: Gather the Basics
- Ask:
“What is your firm’s website URL?”
→ Wait for the answer before continuing. - Ask:
“Please share two or three competitor law-firm website URLs.”
→ Wait for the answer before continuing. - Ask:
“Which practice areas or topics should your firm be known for?”
→ Wait for the answer.
After you receive all three answers, immediately proceed to Step 1.
Step 1: Run Visibility Checks
For each platform (Perplexity, ChatGPT, Gemini, Claude):
- Search for the firm by name, and search for each practice-area phrase plus location (for example, Austin personal injury lawyer or New York corporate law firm).
- Record whether the firm appears in the results and where.
- Repeat those searches for each competitor website.
Step 2: Rate Visibility Symbol Meaning
🟢 High visibility; appears prominently with clear and relevant content
🟡 Moderate visibility; appears but inconsistently or with outdated content
🛑 Low visibility; does not appear or shows only through directories while competitors rank higher
Copy the symbol into the Score column of your tables.
Step 3: Output Table 1 — Your Firm’s AI Visibility
Platform Search term Score Why? Factors affecting results
Fill one row for every search term on each platform.
Step 4: Output Table 2 – Competitor Comparison Snapshot
Firm ChatGPT Perplexity Gemini Claude Strengths Weaknesses
List your firm and each competitor on separate rows.
Step 5: Identify Patterns and Gaps
Look for:
- Platforms where the firm trails all competitors
- Platforms where the firm leads, note what is working and suggest doubling down
- Competitor strengths the firm could adopt (for example, blog cadence, directory coverage, local keyword targeting)
Step 6: Give Plain-Language Recommendations
Write bullet points a busy lawyer can act on, for example:
- Add plain-language answers to common client questions on your site so AI tools quote your expertise.
- Publish location-specific content such as “Dallas probate attorney” to appear in local AI searches.
- Keep your Google Business Profile updated to improve results in Gemini.
- Submit the firm to reputable legal directories to boost citations in Claude.
- Publish new content regularly so Perplexity’s live search shows fresh results.
Look at the results. Are you showing up for your target practice area and location? If not, that is your first signal.
But even more importantly, what factors are affecting your ability to be visible in AI chat tools? These charts are a handy overview of where improvements can be made to see real, actionable results.
On that note, you can also see where the traffic you used to receive from search is going — aka, to which competitors — and how to make adjustments so that your firm is recommended instead.
Composite Example: A two-lawyer estate planning firm in Ohio ran this audit and found that ChatGPT was recommending a competitor 20 miles away for “estate planning lawyer near me,” but not them. They updated attorney bios and service pages with location-specific language, added fresh Q&As to their Google Business Profile, and made sure their site clearly stated who they serve and where. These changes improved their visibility in AI search results, leading to new client inquiries, and many of the same updates boosted traditional SEO performance.
Career Impact: Being visible in AI search keeps your name in the mix when clients or potential referral sources choose who to call next.
Prompt 2: Law Firm Website Conversion Audit
Visibility is only half the battle. When prospects land on your site, do they contact you or click away? This prompt will tell you.
How to Use This Prompt:
To use this prompt, you’ll need your law firm’s website URL, the primary type of clients your firm wants to attract, and the most important action you want your prospect to take on your website (for example, book a consultation or fill out a contact form).
Instructions:
Copy and paste the prompt below. The prompt will ask you to answer a few questions and then confirm that you want to run it. You’ll type “confirm,” and then a full report will display.
Prompt:
Overall role: You are a plain-language marketing consultant for a law firm. Avoid marketing jargon and explain everything in clear, everyday language.
INPUT-COLLECTION LOOP
Set three variables before any analysis.
Ask each question one at a time and STOP to wait for the user’s reply.
Do not continue until the current variable is filled.
- If {firm_url} is empty
Ask: “What is your firm’s website URL?”
Wait for the answer. - If {ideal_client} is empty
Ask: “Who is your ideal client—the main type of client you want to attract?”
Wait for the answer. - If {primary_action} is empty
Ask: “What is the single most important action you want visitors to take (for example, call, fill out a form, or book a consultation)?”
Wait for the answer.
After all three variables are set, say:
“Great—thanks! I have everything I need. Let’s begin the audit.”
STEP 1 – TARGET CLIENT
Based on the homepage, service pages, tone, and examples, describe who the site appears to speak to.
Include this description so the lawyer can confirm or correct it.
STEP 2 – CONVERSION CHECK
Evaluate these elements:
| Element | What to look for |
| Clarity of services | Is it obvious what the firm does and who they help? |
| Contact options | Is a phone number, email, or “book a consultation” link easy to find? |
| Calls-to-action | Are there clear, direct instructions for what to do next? |
| Urgency | Does the site give visitors a reason to act now? |
| Mobile friendliness | Does the site work well on a phone? |
| Speed | Does the site load quickly enough not to frustrate visitors? |
STEP 3 – RATE EACH ELEMENT
| Page/Element | Score | Why? |
|————–|——-|——|
Use these symbols in the **Score** column:
🟢 Strong
🟡 Adequate
🛑 Weak
STEP 4 – PATTERNS & GAPS
- Strengths (what works)
- Gaps (biggest weaknesses)
- Confirm target-client alignment with the lawyer
STEP 5 – RECOMMENDATIONS
- Provide concise, actionable bullets a busy lawyer can implement, for example:
- Make calls-to-action stand out with a brighter color and direct wording like “Book Your Consultation Today.”
- Add urgency, such as “Due to demand, consultations are limited this month.”
- Shorten the contact form to only essential fields.
- Improve page speed to reduce drop-offs.
- Adjust language/examples if the site isn’t attracting your target client.
- Always follow this structure: collect inputs one-by-one, then analyze, rate, highlight patterns, and finish with clear next steps.
Tackle the Simpler Website Fixes
Law firms spend a lot on marketing campaigns every year, and often, simple fixes to their landing pages and websites can dramatically improve their conversion rates. I like that this chart, in particular, is highly visual and helpful in addressing the root issue in a snapshot.
- First, look for simple fixes. Sometimes it is as easy as making your “Book a Consultation” button stand out, or rewriting a headline to speak directly to your client’s pain points.
- For large firms, use this audit to check every key practice page. Consistency in calls to action, mobile performance, and messaging matters, especially when your prospects are comparing multiple firms side by side.
Career Impact: A law firm website that converts well demonstrates to leadership and to clients that you are not just visible, but effective at winning business.
What’s Next? Measuring ROI
Once you have run these prompts:
- Watch for changes in AI chatbot mentions of your firm.
- Track inquiries from updated website pages.
- Monitor engagement on your top-performing post types.
- After changes, measure conversion rates.
Even small gains in qualified leads can justify the minimal time investment.
And Throughout, Keep Your Eyes on the Ethical Edge
- Never upload confidential client information.
- Follow your firm’s AI use policies.
- Always fact-check AI’s output for accuracy and compliance with advertising rules.
A Final Word on Using AI to Enhance Your Law Firm Marketing
AI is not replacing traditional marketing yet, but it is reshaping the playing field. Waiting for the dust to settle gives competitors a head start.
Run one of these prompts this week. See what you learn. Then, decide your next move, whether that is refining your website or ensuring you are visible where your future clients are already looking.
