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AI answers for law firms: practice areas, people and offices, stated plainly

People now ask AI assistants the kind of questions they used to type into a search box. For law firms they sound like this:

• Which law firms handle employment disputes in my city?
• Does this firm work with startups or only large companies?
• Who are the partners at this firm?

An assistant can only answer well if your own pages state the facts clearly and consistently. Nobody can make an assistant cite you, but you can make yourself hard to get wrong.

Checked on 13 October 2026 against schema.org and Google Search Central documentation. Open the source links before you rely on a detail.

Facts to state plainly on your own site

• The firm's legal name and the short name people actually use
• Each office with its own address, if you have more than one
• Practice areas as a clear list, not only inside marketing paragraphs
• Who you act for (for example private clients, SMEs, employers or employees)
• Lawyers' names and roles on one up-to-date people page
• Languages you advise in and jurisdictions you cover

Mix-ups worth checking for

• Lawyers who moved firms still listed on your site or on old press pages
• A merger or rename where the old name keeps showing up
• Offices you closed still appearing in directories
• Practice areas described so vaguely that an assistant cannot tell what you do

Our why AI gets you wrong guide explains the usual causes behind mix-ups like these.

Structured data: the type to use

Use LegalService (or its subtype Attorney). On schema.org the path is Thing > Organization > LocalBusiness > LegalService > Attorney. Google's local business documentation asks you to use the most specific subtype possible.

Example only. Every value below is a placeholder; replace each one with your real, current facts, or leave the property out.

{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Example Law Firm",
  "url": "https://www.example.com/",
  "telephone": "+45 00 00 00 00",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Example Street 1",
    "addressLocality": "Example City",
    "postalCode": "0000",
    "addressCountry": "DK"
  },
  "areaServed": "DK",
  "knowsLanguage": [
    "da",
    "en"
  ]
}

Do not add ratings about yourself. Google's review snippet documentation limits local business and organization ratings to sites that capture reviews about other businesses (it calls the rest self-serving reviews).

Careful with claims

Never state case results, win rates or “best lawyer” claims to look good to AI. Professional conduct rules on advertising apply to your website just as they do anywhere else.

What we do not claim

• We do not claim structured data or any file makes an AI assistant mention or recommend you.
• We do not claim to know how any specific assistant ranks businesses in your industry.

Check your own site

The free check looks at robots rules, structured data, llms.txt and About facts in your browser. Nothing is uploaded. If you want the files done for you, the Month-1 pack covers them at a fixed price.

Run the free AI-readiness check

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