Most Law Firms Are Invisible in AI—And Don't Know It
Clients are asking ChatGPT who to hire. If your firm isn't showing up, you're not even in the running.
The good news? You're early.
This Is Your 1999 Google Moment
Remember when Google launched in 1998? The smart businesses that started doing SEO in 1999-2001 dominated their markets for decades. They got in early, before everyone else figured it out.
This is that moment again—but for AI.
AI engines like ChatGPT, Perplexity, and Google AI Overviews don't offer paid placements yet. That means visibility today is earned—not bought.
The numbers prove the shift is happening:
90% of Google searches now include AI overviews
73% of professionals use AI tools for research
1 billion+ daily queries on ChatGPT alone
Your potential clients have already moved to AI. The question is: Have you?
Who Is Leah the Lawyer?
Leah Kabli is a UCLA Law graduate, attorney, and founder of RottenPages—the first AI visibility optimization agency built specifically for law firms.
As both a lawyer and AI strategist, Leah bridges the gap between legal expertise and cutting-edge AI optimization. She understands the unique challenges law firms face in the AI era and has developed proven strategies to help them dominate AI search results.
Leah's Background:
•UCLA Law graduate and practicing attorney
•Founder of RottenPages - AI optimization for law firms
•Pioneer in Generative Engine Optimization (GEO) for legal industry
•Developer of the first comprehensive AI audit for law firms
Her Mission: Help law firms get recommended by AI—not just ranked by Google.
What Is Generative Engine Optimization (GEO)?
GEO is the practice of optimizing content so AI engines like ChatGPT, Claude, Perplexity, and Google AI Overviews recommend your law firm when people ask legal questions.
Unlike traditional SEO, GEO focuses on:
Creating content AI engines want to cite and reference
Structuring information for conversational AI responses
Building authority signals AI platforms recognize and trust
Optimizing for natural language queries people actually ask
Why GEO matters for lawyers: Over 73% of professionals now use AI for research. If AI doesn't know about your firm, you're invisible to these prospects.
The Early Adopter Advantage
Just like SEO in 1999, the firms that master AI optimization now will dominate for years to come.
Early SEO adopters (1999-2002):
Got massive traffic for pennies
Built authority that lasted decades
Dominated their markets before competition caught on
Achieved ROI that was never possible again
Early AI adopters (2024-2026):
Get AI recommendations while competitors are invisible
Build AI authority before markets become saturated
Capture clients who've shifted to AI research
Establish dominance before paid AI placements exist
The window is closing. Every month, more law firms discover AI optimization. The competitive advantage belongs to those who act now.
What This Substack Covers
This is your complete resource for AI visibility in the legal industry. Whether you're a solo personal injury attorney or a large law firm, you'll find actionable strategies to make AI recommend your services.
You'll discover:
✅ Step-by-step GEO implementation guides for law firms
✅ Real examples of legal content that AI engines cite and recommend
✅ Testing strategies to see if AI recommends your firm
✅ Industry insights on how AI is changing legal marketing
✅ Case studies showing dramatic AI visibility improvements
Common Questions Leah Answers
| "Why isn't my law firm showing up when someone asks ChatGPT for a lawyer?"
Most legal websites are optimized for traditional search engines, not AI. AI engines need different content structures, authority signals, and conversational formats to recognize and recommend law firms.
| "How can I test if AI recommends my firm?"
| Use specific prompts like "Who are the top personal injury lawyers in [your city]?" across ChatGPT, Perplexity, and Claude. Most lawyers are shocked to discover they're completely invisible.
| "Is this just another marketing fad?"
No. This is a fundamental shift in how people find information. Just like mobile search replaced desktop, AI search is replacing traditional Google queries. The data shows this transition is accelerating rapidly.
| "Do I need to stop doing traditional SEO for GEO?"
No. GEO builds on good SEO fundamentals but adds specific optimizations for AI platforms. Think of it as "SEO Plus" rather than a replacement.
Why Choose Leah for Your AI Strategy
Legal Industry Focus: Unlike general marketing consultants, Leah specializes exclusively in legal AI optimization and understands the unique challenges lawyers face.
Technical + Legal Expertise: As both an attorney and AI technology expert, Leah bridges the gap between legal knowledge and cutting-edge AI optimization techniques.
Proven Results: Through RottenPages, Leah has helped law firms achieve dramatic improvements in AI visibility and client acquisition.
Ready to Dominate AI Search?
The opportunity is now. AI engines don't yet offer paid placements, meaning organic visibility is still possible for firms willing to optimize for this new landscape.
Don't wait until your competitors figure this out.
Ready to get started?
