Before you spend another pound on Google Ads…
before you renew another directory listing…
you should know what ChatGPT already says about businesses like yours.

Get AI to recommend your business.

Because right now, people are opening AI tools and asking questions like:
“Who are the best family law solicitors in [your city]?”
“Who’s a good tax accountant near me?”

And here’s the uncomfortable bit:
If your business’s name doesn’t show up in that answer… as far as that potential client is concerned, you don’t exist.

This time, we’re going to show you why some businesses come up as answers on ChatGPT while others don’t.

We’re going to use solicitors as our example niche:
I’ll ask ChatGPT about solicitors in a given area,
show you which firms it picks,
and break down exactly why they get mentioned –
and what they’re doing on their websites that most firms aren’t.

Hello, and welcome back to Episode 3 in this series on
How to Get AI to Pick Your Business.

I’m Amy, one of the co-founders of Nomadic UK, an award-winning video agency based in Cheltenham.

• In Episode 1, we talked about why AI tools like ChatGPT and Gemini are becoming the new gatekeepers for search.
• In Episode 2, I showed you how to add your video transcripts and summaries to your site, so AI can truly understand what you do.

Today, we’re flipping it around and looking at it from the client’s perspective.

Instead of talking in theory, we’re going to see what happens when a real person asks AI to recommend a business.

We’ll then be able to cover:

• What kind of firms show up
• What their websites look like
• And what you can copy from them – starting this week – so you’re not invisible in those AI-powered recommendations.

Let’s go! 

Imagine I’m a prospective client.

Maybe I’m going through a separation, or I’ve just been dismissed from work, or I’m buying a house.

I type something like:

“Who are the best intellectual property law solicitors in [the South West]?”
“Who are the top employment solicitors in [Bristol]?”
“Good conveyancing solicitors near me?”

‘Who is the best divorce solicitor in the South West?’

What I usually see is:

• A short list of firms by name
• A brief description of each
• Sometimes a mention of their specialism, sometimes their location
• And it all sounds incredibly confident – even if you know the market and think,
  “Hmm… not sure they’re actually the best.”

Now, regardless of whether those firms are truly “the best” or not…
what matters is:

👉 Those are the names AI is putting in front of clients first.

So the real question is:

Why is AI recommending those firms?

ChatGPT and Gemini AI and tools like them are basically doing two things:

1. Scanning the web for firms that match the query – “family law solicitors in [city]”, “employment law firm”, “conveyancing” etc.
2. Summarising what those firms say about themselves on their websites and profiles.

If your competitors are getting mentioned and you’re not, it’s usually not because:

• They’re better lawyers than you
• Or they’ve been around longer
• Or they’ve got fancier branding

It’s often because their online content is clearer and easier for AI to understand.

Let’s look at what the firms that do show up tend to have in common.

When you click into firms that AI recommends, you’ll start to see patterns.

You don’t need to copy their branding, but you can copy the structure and clarity.

Pattern 1 – Clear area of law + location, right at the top

On their homepage or key service page, they make it very obvious:

• What area of law they specialise in
• Who they act for (individuals, businesses, both)
• Where they’re based
• What kind of matters they handle

Not:

“We are a leading full-service law firm providing bespoke, client-focused legal solutions…”

But:

“We are specialist family law solicitors in [Cheltenham], helping separating couples resolve divorce, finances and child arrangements.”

Or:

“We are an employment law firm in [Bristol], acting for employees in unfair dismissal, redundancy and discrimination claims.”

That kind of sentence is exactly the sort of thing AI looks for when it’s trying to answer
“Who’s a good [type of solicitor] in [city]?”

Scroll a little further and you’ll see:

• Dedicated pages for specific areas: Family, Employment, Wills & Probate, Conveyancing, Commercial, etc.
• On each page, they spell out:
  • The type of client (individual / business)
  • Types of matters they handle
  • Typical outcomes clients are looking for

This tells AI:

• “This firm is relevant to family law enquiries in [location].”
• Or “This firm is suitable for employer-side employment work.”

If your site buries everything under a generic “Services” list with one sentence per area, AI has far less to go on.

The firms that show up tend to have content that actually answers client questions:

• Blog posts or guides like:
  • “How long does a divorce take in England & Wales?”
  • “What are my rights if I’m made redundant?”
  • “What does a conveyancing solicitor do?”
• FAQs on their service pages covering:
  • Costs
  • Timescales
  • Process
  • What happens at the first meeting
  • Whether they offer fixed fees or legal aid

When a user asks AI:

“How much does a divorce cost with a solicitor?”
“What should I look for in a good employment solicitor?”

AI goes hunting for clear question-and-answer content.
If your competitors are publishing that and you’re not… then AI can’t find you.

And more and more, you’ll see:

• Short explainer videos on key pages – e.g., “What happens in your first meeting with our family team”
• With written summaries and sometimes full transcripts underneath

We covered this in Episode 2.

This is a dream scenario for AI tools:

• They can identify the topic from the video
• Understand the detail from the summary and transcript
• And feel confident recommending that firm as a helpful resource

If your website just has a glossy “About our firm” video with no text around it, it looks impressive… but to AI, it’s almost invisible.

Let’s turn this into something practical.

Here’s a 5-point checklist you can use to audit your own firm’s site.

If you want AI tools to say your name when someone searches for solicitors like you, start here.

1. Can someone tell what you do in 5 seconds?

Go to your homepage or your main practice area page and ask:

• Would a stranger know:
  • What area(s) of law you focus on?
  • Whether you act for individuals, businesses, or both?
  • What town/city/region you serve?

You’re aiming for something like:

“Employment law solicitors in Bristol, advising employees on unfair dismissal, redundancy and discrimination claims.”

If your hero section could belong to any professional firm in any city, it’s too vague.

2. Do you have clear, separate pages for your key areas of law?

For each area of law you truly want instructions in, do you have:

• A dedicated page (not just a bullet in a list)?
• A short explanation of who it’s for – “we act for employees / employers / landlords / tenants / families / small business owners…”
• A simple breakdown of typical matters?

For example, on a Family page:

“We advise on:

• Divorce and separation
• Financial settlements
• Child arrangements and contact
• Cohabitation and prenuptial agreements”

That gives AI a much clearer picture of what queries you’re relevant for.

3. Are you openly answering client questions?

Take your top 10 questions from consultations, phone calls and emails, and ask:

• Do we have a blog post, guide or video that answers each of these openly?

Common ones for solicitors:

• “How much does a divorce cost with a solicitor?”
• “Do you offer fixed fees or hourly rates?”
• “How long does [type of case] usually take?”
• “Do I have to go to court?”
• “What is probate?”
• “Can I get legal aid?”

Firms that answer these questions clearly on their site give AI exactly the material it needs to recommend them when users ask those same questions.

4. Do your FAQs sound like real clients?

On your service pages, do you have FAQs written in actual client language, for example:

• “What happens at my first meeting with a solicitor?”
• “Can I bring someone with me to an appointment?”
• “What if my ex won’t engage with the process?”
• “What if my employer has offered me a settlement agreement – do I need a solicitor?”

And do your answers sound like a human, not a textbook?

2–4 sentences in plain English is perfect.

AI tools love this format:
ANIMATED CAPTION: Question → clear, conversational answer.

5. Do your key pages have video + summary + (ideally) transcript?

On your most important practice area pages, do you have:

• A short video introducing the team/area, explaining how you help and what to expect
• A written summary underneath (“If you’d rather read than watch…”)
• And, ideally, a full transcript below that?

If yes, you’ve made those pages dramatically easier for AI tools to understand and recommend.

If not, this is a high-impact improvement that also builds trust with human visitors – they can see you, hear you, and then read at their own pace.

1. Can someone tell what you do in 5 seconds?

So here’s a simple exercise you can do this week.

Pick one area of your business that really matters. Sticking with the theme of solicitors, let’s say Family, Employment or Conveyancing Law.

1. Open ChatGPT or Gemini and type:
   “Who are the best [family law solicitors] in [your city/region]?”
2. Look at which firms get mentioned.
3. Click through to two or three of those websites.
4. Ask yourself:
   • How quickly do they make it obvious what they do and who they help?
   • What pages do they have that we don’t?
   • What questions are they answering that we’ve never tackled on our site?

Then go to your equivalent practice area page and run through the 5-point checklist.

You’ll almost always find one or two easy wins:

• Clarify your messaging
• Add a small FAQ section
• Write one proper guide answering a pricing or process question
• Plan a short video + summary for that page

That’s how you start shifting from “we have a website” to
“we have an AI-ready, client-focused resource that gets us found and trusted.

So, quick recap.

When we ask ChatGPT for recommendations for businesses in a given area, the firms that show up tend to:

• Be very clear about what they do and where they are
• Have dedicated pages for key areas of their business, whether products or services
• Answer real client questions in their content
• Use FAQs in plain English
• And increasingly, use video backed up with text – summaries and transcripts

If you want AI tools to say your firm’s name when someone looks for a solicitor like you, start by fixing your clarity and your helpfulness online.

If you’d like a simple version of the “AI Checklist” from this episode, drop a comment with “AI CHECKLIST”, and we’ll send it over.

On the YouTube video, hit like and subscribe for more practical episodes like this, and stay tuned for Episode 4.

For today, that’s a wrap. 🎬

See you soon!