Justia Connect Webinars Winning Referrals From ChatGPT, Google Gemini & Other Generative-AI Tools: Actionable Marketing Tactics for Modern Law Firms

Overview AI Webinar Summary

Winning Referrals From ChatGPT, Google Gemini & Other Generative-AI Tools: Actionable Marketing Tactics for Modern Law Firms

When a prospective client asks an AI assistant, “Who’s the best criminal lawyer in Los Angeles?” you want your name in that answer. Generative AI tools assemble their list of suggested attorneys from thousands of attorney profiles and other data sources. This webinar shows how lawyers can market themselves in generative AI LLM models like ChatGPT and Google’s Gemini.

We will cover how to optimize profiles on your law firm website and in law firm and lawyer directories, business directories, and social media to (a) present a positive narrative about you and your law firm and (b) be suggested by an AI service as a law firm when for a particular practice and locality.

We will cover how to use a question-and-answer format for website content to appear as a citation for user information searches on generative AI services. This will include technical details such as schema markup and where to find the questions you should answer to appear more often in generative AI services.

Finally, we will cover how law firms can focus on two AI issues specific to Google: (a) the importance of Google Business Profiles for Google Gemini law firm suggestions, and (b) Google’s view of AI-generated website content, and Google’s focus on personal experience in content for search rankings.

Topics covered include:

Legal Marketing Artificial Intelligence (AI) Legal Tech SEO & Websites

Duration of this webinar: 90 minutes

Originally broadcast: July 28, 2025 11:00 AM PT

Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

00:00 Introduction and Speaker Overview

Tim Stanley, CEO and founder of Justia, is introduced as the speaker, with a background in legal resources and technology. Tim discusses the importance of generative AI tools like ChatGPT and Google Gemini for law firms to enhance their online presence, given the changes in consumer behavior. He emphasizes the need to focus on these AI tools for marketing tactics and winning referrals. Tim plans to provide actionable steps and insights on using AI-optimized marketing effectively for law firms.

05:16 Generative AI Tools and Market Share

Tim discusses the market share of AI chatbots, highlighting ChatGPT's dominance with 60% of the market. He explains that ChatGPT and Microsoft's Co-Pilot together account for 75% of the market. Google's Gemini is gaining traction due to Google's integration of AI into their search services. Tim emphasizes the importance of Google and ChatGPT in driving referrals and traffic to law firm websites.

08:22 AI Strategies for Lawyer Directories & Profiles

Tim explains the significance of website content, as well as lawyer directories and law firm profiles, for referrals through AI tools. He emphasizes the need to fill out profiles on directories like Justia, Avvo, and Super Lawyers. Tim discusses the importance of business directories like Yelp and LinkedIn for visibility in AI searches. He advises against using identical text across profiles to avoid duplication in AI models. Tim suggests using AI tools to create varied profile texts while ensuring accuracy and compliance with ethical standards. He highlights the role of Google Business Profiles in AI rankings and the importance of reviews and narrative text. Tim provides examples of how AI models use directory profiles to suggest lawyers and law firms.

40:24 Google AI and Search Integration

Tim discusses the integration of AI into Google search and its impact on traffic and referrals. He explains the different modes of Google AI, including AI summaries, AI mode, and Google Gemini. Tim highlights the importance of Google Business Profiles in AI results and the need for strong profiles. He provides examples of AI overviews and their inconsistency in displaying results. Tim outlines strategies for ranking in AI searches, focusing on services.

01:28:14 AI Content Creation and Guidelines

Tim discusses the impact of AI-generated content on Google search and the importance of originality. He explains Google's focus on content creator experience and the need for personal input in AI-generated content. Tim advises using AI tools to assist in writing while ensuring accuracy and personal experience. He highlights the importance of awards and recognitions in profiles for AI visibility. He emphasizes the need for law firms to manage their online reputation and profiles effectively.

01:41:12 Managing Online Reputation and Profiles

Tim discusses strategies for managing online reputation and removing negative information from AI results. He reiterates the importance of business profiles and lawyer directories in managing online presence.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speaker

Tim Stanley CEO
Justia

Tim Stanley is the CEO and founder of Justia, one of the most visited legal portals in the world. Justia’s mission is to make law and legal resources free for all. Before founding Justia, Tim founded and was CEO of FindLaw. He is the general counsel and on the Board of Trustees of Public.Resource.Org, and was previously on the Board of Nolo and American LegalNet. Tim has a BS and MS from Stanford University and a JD from the University of Michigan Law School.