20 points
Crawl and index foundation.
Pages should be indexable, canonicalized, fast enough, internally linked, and present in sitemap and robots-accessible paths.
Scorecard
Law firm AI visibility scorecard.
Use this scorecard to judge whether a specialist law firm is easy for buyers, search engines, and AI-answer systems to find, understand, compare, and cite.
Direct answer
How should a law firm score AI visibility?
A law firm should score AI visibility by checking five things: whether priority pages are crawlable, whether service pages answer real buyer questions, whether solicitor and firm proof is visible, whether schema matches the page, and whether competitors are easier to verify for the same matter type. The useful output is not a vanity number; it is a first-fix order.
What matters
Signals search engines and AI systems can use.
25 points
Answer-ready service pages.
The page should answer who the service helps, what problem it solves, what evidence is needed, what happens next, and why the firm is credible.
20 points
Trust and entity proof.
Firm name, solicitor names, regulatory details, author/context, reviews, contact route, and public citations should agree.
Score the buyer journey, not the homepage.
Start with one valuable matter type. Score the page that should win that journey, then compare it with named competitors. A strong homepage cannot rescue a weak practice-area page.
- Immigration refusal
- Senior executive settlement agreement
- High-net-worth divorce
- Private client succession planning
Use the score to decide what not to do.
If the page lacks clear answers, do not start with generic blogs. If entity proof conflicts, do not start with ads. If the enquiry route is weak, do not ask AI systems to send more visitors into a broken path.
- No generic content before source clarity
- No paid ads before the offer route is clear
- No retainer before the leak is specific
- No hidden schema claims
A 70+ score can justify a paid audit.
If a firm scores 70+ but still has competitor gaps, the founding Visibility Leak Audit is likely worth discussing. If the score is below 50, the first move may be a website/content repair rather than an AI visibility audit.
- 70-100: audit candidate
- 50-69: repair before scale
- 0-49: basic website clarity first
- Any score: no guarantee claim
Related authority pages
Keep the topic connected.
FAQ
Questions this page should answer clearly.
What does the scorecard measure?
It measures whether a law firm can be found, understood, compared, trusted, and cited across search and AI-assisted research journeys.
Is the score a ranking guarantee?
No. It is a diagnostic filter. A high score means the public evidence is clearer; it does not guarantee rankings, enquiries, or AI citations.
Who should use it?
Managing partners, founders, practice heads, marketers, and agencies responsible for high-value law firm visibility.