How Google’s AI Overviews are changing legal search visibility

When someone searches for legal advice on Google, they’re increasingly seeing AI-generated answers at the top of the results page before they see any law firm websites.

These AI Overviews, which Google rolled out widely in 2024, are fundamentally changing how potential clients find solicitors.

For law firms that have invested years building their search rankings, this shift presents a real challenge.

The traditional model was straightforward. You create quality content, optimise it for search engines, build authority and eventually rank on page one. When someone searches for “employment law advice Leeds” or “how to challenge a will”, your firm appears in the results and they click through to your website.

But AI Overviews disrupt this model.

Google now pulls information from multiple sources and generates a summary answer directly on the search results page. The user gets their answer … without clicking anywhere. Your carefully crafted content might inform that AI answer, but your firm doesn’t get the visit.

This is particularly problematic for legal practices. Many potential clients start their journey with informational searches: “Can I be dismissed while on sick leave?” or “What counts as constructive dismissal?”

These are exactly the queries where AI Overviews now dominate.

Google synthesises information from various sources and presents an answer that often satisfies the searcher’s immediate need.

Your firm’s expertise might be included in that answer, but you receive no credit, no visit and no opportunity to convert that person into a client.

So what should legal firms do?

First, understand that informational content alone is no longer enough. You still need it because Google uses it to train these AI responses, but you can’t rely on it to drive traffic. Your content strategy needs to extend beyond answering legal questions.

Focus on creating content that AI can’t easily replicate. Personal case insights, local court procedure knowledge, specific fee structures and detailed explanations of your firm’s approach to cases. These elements are harder for AI to summarise because they’re unique to your practice.

Think about search intent differently. When someone searches “what is probate”, they’ll likely get an AI Overview. But when they search “probate solicitor Leeds city centre”, they’re looking for a specific service provider. That’s where you need to be visible.

Optimise for the searches where people are ready to instruct a solicitor, not just gathering information.

Your Google Business Profile becomes more important than ever. When AI Overviews answer the initial question, the next step for many users is looking at local firms. Make sure your profile is complete, regularly updated and includes client reviews. This is often your first real touchpoint now.

Build your brand beyond search. AI Overviews reduce the effectiveness of pure SEO strategies, which means other channels matter more. Email marketing, LinkedIn presence, local networking and direct relationships become more valuable. If someone already knows your firm name, they’ll search for you directly and bypass the AI Overview entirely.

Consider using structured data markup more strategically. This helps Google understand your content better and can increase the chances of your firm being cited or linked within AI Overviews. While you might not get direct traffic from the overview itself, being referenced as a source builds authority.

Video content is still largely absent from AI Overviews. Creating video explainers, case study discussions and legal update briefings gives you content that stands apart from text-based AI summaries. Host these on your website and YouTube channel to create alternative discovery paths.

Monitor which of your pages are losing traffic to AI Overviews. Google Search Console can show you which queries are triggering impressions but not clicks. These pages need rethinking. Can you add tools, calculators or interactive elements that AI can’t provide? Can you shift them towards conversion-focused content rather than pure information?

Accept that the game has changed. Fighting against AI Overviews or hoping they’ll disappear isn’t productive. They’re here to stay and Google will continue refining them. Law firms that adapt their digital strategy now will maintain visibility, while those that stick to old SEO approaches will see declining returns.

The fundamental truth remains: potential clients still need solicitors. AI can answer basic legal questions, but it can’t represent someone in court, draft a will or negotiate a settlement. Your job is to be visible and credible at the point when someone moves from information-gathering to actually instructing a lawyer.

AI Overviews don’t eliminate the need for law firm websites or content marketing. They simply change when and how people find you. Adapt your strategy to focus on later-stage searches, build your brand recognition and create content that AI can’t easily replicate.

The firms that understand this shift and adjust accordingly will continue to attract clients. Those that don’t will wonder why their traffic keeps declining despite ranking well for informational queries.

Ascensor are an award-winning digital agency based in Leeds, with experts specialising in SEO and content marketing.

If you need advice on adapting your digital strategy for AI Overviews and changing search behaviour, we’ve got a proven track record of helping legal practices get more from their digital assets.

Get in touch with the Ascensor team to discover how we can help you maintain visibility in this new search landscape.