1 in 3 Americans feel that being the source for an AI generated response elevates an organization s credibility. (Scorpion - Dynata, 2024)
5 Ways to Win in an AI-First Search World
Own Your Own Brand and Online Reputation
1 in 4 people indicate that sifting through search results is the most frustrating part of online search. (Scorpion - Dynata, 2 24)
In an AI-first world, brand recall becomes more important than ever.
Consumers turn to conversational AI agents because they want a single, clear, trustworthy answer, not a list of links to click through and research. When your brand is recognizable and trusted, you’re more likely to be recognized and chosen. AI tools are more inclined to surface brands that show up consistently across the web with strong reviews, helpful content (including images and video), and a clear identity.
Make sure your brand communicates what differentiates your firm from other choices across your website. Build a consistent voice across popular platforms, including social media and video platforms like YouTube.
Collect (and respond to) reviews everywhere your clients leave them. I can't emphasize this enough. Reviews appear to be a critical signal for AI platforms.
A strong brand isn t just a bonus anymore; it s critical.
Be
Everywhere, Not Just Google
1 in 2 people downgrade law firms that do not maintain their social media presence. (Scorpion Law Firm Search Trends, 2 2 )
AI tools don t rely on one platform. They scan everything from your website to your Google Business Profile and other relevant directories and trusted online sources.
If you're only investing in Google Ads or organic SEO, you will miss big opportunities. Here are a few things to consider and prioritize:
Build a presence on Bing, Facebook, Instagram, directories, review platforms, and yes, even TikTok.
Make sure your practice s listings are accurate and complete. You may be surprised how generative AI currently sources long tail directories to answer questions about local firms.
Be consistently active in the channels your clients are using. That means social media platforms, YouTube, and Reddit; just to name a few.
When your digital footprint is wide, your chance of being discovered and hired increases.
Invest in Helpf l, H man Content
AI search is designed to deliver clari y, not cleverness.
That means your website and content need to answer questions with real answers. Not marketing fluff or vague promises. Write in plain speak, not jargon.
Use FAQs, how-to pages, and videos that show what you do and how you help. Be the authority in your space, not by being flashy, but by being useful.
Use Tools That Show Yo What’s Working
Marketing is more complex than ever, but it shouldn't be guesswork
When you integrate your marketing data with your case management and lead intake software, your firm gains critical knowledge.
With Scorpion’s RevenueMAX, law firms know exactly which channels are bringing in their best leads, where they’re getting the highest-value cases, and how their marketing contributes directly to revenue.
Greater insights into data mean smarter investments, especially when consumer behavior and the platforms they use are changing so fast.
Add
Conversational
Tools Like AI Chat
51% of people indicate the absence of website chat as a major red flag when searching for a lawyer (Scorpion Law Firm
When people visit your website, they expect answers right away.
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AI chat tools enable them to ask questions, get information, and book services without needing to pick up the phone. And they do it 24/7, even when your office is closed, so you never miss an opportunity.
Make your site experience feel more like a conversation.
Offer direct booking for consultations, instant replies, and fast answers.
Use AI chat to convert more visits into real leads.
The easier it is to connect, the more clients you’ll win. The r les are changing, b t the goal is the same.
People want fast, trusted answers. For over 20 years, Google has been the #1 source for those answers. New AI platforms want to change that, and so far, consumers are liking what they’re seeing.
Your job? Make sure your business is always part of the conversation, no matter where it’s taking place. The future of search is here. Scorpion is here to help you win in it.