Law Firm Visibility in the Age of AI: Key Takeaways from JD Supra “Office Hours” Webinar with G2BS

The search landscape has changed dramatically in recent years. AI-powered SERPs and LLMs are reshaping the way legal audiences discover and engage with content. Optimizing for keywords is no longer enough; legal marketers must level up their approach to visibility or risk falling behind.

But what will it take to future-proof your firm’s visibility strategy?

Vondrae McCoy, Digital Marketing Strategist, recently joined Paul Ryplewski on JD Supra’s Office Hours webinar to address this very question. Drawing on his decade of hands-on legal marketing experience, they outlined a practical roadmap for 2026 and beyond: what to publish, how to diversify formats, and the metrics that matter most.

Search, AI Answers, and Why Visibility Looks Different Today

The key takeaway from their conversation?  Search has become multi-surface, or multi-channel.

Instead of relying solely on traditional organic results, audiences now encounter content across a wide range of channels, including AI Overviews, social feeds, email alerts, newsletters, podcasts, and short-form video. What’s more, the AI systems that potential clients increasingly use to find legal expertise also learn from multiple formats: text, audio, video, and images.

Focusing solely on a single content format, such as blog posts or social posts, significantly limits your reach. To achieve discoverability in today’s AI-powered search environment, it’s essential that your firm maintain signals across each of these channels. This doesn’t mean abandoning blogging altogether. Instead, focus on repurposing that content into other formats—social media posts, video clips, audiograms—to increase the likelihood that both audiences and AI systems will encounter your firm wherever they search.

Your Visibility Playbook and Template

So what should your visibility playbook encompass?

This four-pillar roadmap is designed to facilitate a consistent stream of diverse content assets, without overwhelming you and your team:

• Build Your Content Engine: AI tools are great at creating the initial iterations of blogs, social posts, email copy, video scripts, and more. But it’s critical that law firms and other high-trust businesses institute a human-in-the-loop protocol to refine those early drafts and ensure both accuracy and compliance with their industry’s ethical standards. Creating prompt templates for specific topics and practice areas will streamline your content-creation workflow.
• Choose Formats that Fit: Video is no longer optional. But don’t limit yourself to the traditional talking-head format, particularly if you’re dealing with a camera-shy attorney. Instead, consider a 60-second audiogram based on a popular client alert, an animated explainer video, or a reel highlighting a compelling case study. If this content has demonstrated expertise and answers questions your clients are asking in search, the audiogram could be served up in AI answers.
• Meet Your Audience Where They Are: Ask yourself: “What is the best action my target client can take to engage with my firm after they see this?” Once you’ve identified the target audience, you can determine their preferred channels and distribute your content assets in those places, in addition to where the machines are crawling, to ensure it also shows up in AI answers.
• Simplify Your Tech Stack: Overlapping AI tools, schedulers, and analytics platforms only clog up your workflow and make reporting harder. Identify what works for your firm, then eliminate anything redundant.

Measuring Success

The episode closed with guidance on measurement, specifically, how to evaluate visibility in a way that reflects the new ways audiences discover content.

Focus on the KPIs that Matter

Combine metrics from various sources, for example, LinkedIn (reactions, comments, saves), email (opens and clicks), JD Supra (reads and downstream engagement).  

Web analytics remain critical, but as highlighted in our webinar on rankings and AI search, traditional KPIs like click-through rates are becoming less relevant. Instead, focus is shifting to engagement metrics –  How long are people on your site? How many pages do they visit?  How often do they convert? – and new AI metrics.

If you haven’t already, update your legal marketing KPI dashboard. The AI visibility metrics that are becoming available as the new search environment evolves, include:

• AI Search Share of Voice (AI SoV): How often your firm is mentioned in AI-generated responses versus competitors.
• AI Visibility Score: This is a custom rubric you can create from multiple KPIs to measure how often your firm appears in AI-generated answers compared to competitors.
• Mention Frequency is the total number of prompts in which a brand is included in AI responses, where each mention represents visibility in a unique AI query
• AI Citation Metrics: How often your firm or content is cited by AI systems as a source, even when this doesn’t generate direct clicks.
• Topic Coverage: Identifies high-performing topics where your firm appears, uncovers opportunities where competitors are present but you’re not, and highlights weaker topics where competitors are mentioned more frequently.

Once you’re focused on the right KPIs, you can report by content item, campaign, and practice area. Don’t get distracted by one-off wins; instead, watch for trends.

Leverage Your Analytics

If your analytics show that a piece of content is resonating, consider repurposing it via different channels, such as an audiogram, a LinkedIn post, a slideshow video, or even including it in a “top reads” roundup. Consider “time-box” recycling: revisiting and resurfacing content 2–3 weeks later if relevant news or events make it timely again.

Future Proof Your Visibility Strategy

In an era of AI-driven answers, your firm’s visibility strategy must evolve to meet the changing ways audiences discover information. To stay ahead, focus on creating content in diverse formats for humans and machines, tracking meaningful metrics, and amplifying high-performing pieces. With the right playbook, you’ll be well-equipped to thrive in 2026 and beyond.

If you’d like to learn more, the full webinar is available at the JDSupra website.
If you need further guidance, our SEO/AIO specialists excel at crafting and optimizing legal content to maximize visibility in both traditional search results and emerging AI platforms. Reach out today to learn how they can help. We’d be delighted to have a consultation on your specific visibility next steps.