AI Visibility Audit
AI Visibility Checklist for UK Law Firms
20 checks to audit your firm's visibility in ChatGPT, Perplexity, and Claude. Check off items as you complete them, and see your score update in real time.
20
Checks
32/100
UK avg score
4%
Score 60+
Not started
Work through the checks below. Your score updates automatically.
Results update automatically.
Website Clarity
AI systems need plain-language descriptions to understand what your firm does, and when to recommend you.
Why it matters
AI systems prefer plain language. "We help businesses resolve contract disputes" beats "Commercial litigation expertise." ChatGPT can't recommend you if it doesn't understand what you do.How to check
Read your Services page out loud. Would a non-lawyer understand each service within 10 seconds? If not, rewrite in plain English.3 more checks locked
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Trust & Credibility Signals
Third-party validation and social proof are strong authority signals that AI systems weight heavily.
Why it matters
Third-party industry rankings are among the strongest authority signals for AI systems. A Chambers ranking tells AI you are a credible, vetted provider, not a generic listing.How to check
Is your Chambers, Legal 500, or SRA accreditation badge visible above the fold on your homepage? If it's buried in the footer or a separate page, move it up.3 more checks locked
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Technical Foundations
Speed, security, and structure affect how AI systems read and index your site.
Why it matters
AI systems crawl your website to extract information. Slow sites are deprioritised. A 4-second load time loses you both AI citations and human visitors simultaneously.How to check
Go to pagespeed.web.dev and run your homepage URL. Is your mobile score 90+? Look at Core Web Vitals; LCP should be under 2.5s.3 more checks locked
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Content & Authority
Regular, substantive content builds the authority signals that AI systems use to decide who to recommend.
Why it matters
AI systems are trained on and cite recent, authoritative content. Firms that publish regularly signal ongoing expertise. Inactive blogs suggest dormant or low-authority sources.How to check
Go to your blog or insights section. When was the last post published? Do you have a content calendar? Aim for 2+ posts monthly, such as practical guides, legal updates, and client FAQs.3 more checks locked
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AI-Specific Optimisation
Signals specifically designed to improve recommendation frequency in ChatGPT, Perplexity, and Claude.
Why it matters
You cannot optimise what you have not measured. Most firms have never asked AI "recommend a [specialty] solicitor in [city]." The answer reveals exactly what AI thinks about your firm, or whether it knows you exist at all.How to check
Open ChatGPT, Perplexity, and Claude. Ask: "Recommend [your specialty] law firms in [your city]." Do you appear? Ask "[your firm name], what are they known for?" Document the answers as your baseline.3 more checks locked
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