Every now and then, you get an email that makes you stop for a second. Not because it’s long or detailed. Actually, the opposite.
But it says something important and validates all our hard work.
Recently, one of our clients sent us this email:
“Not sure we have shared with you Matt, that we have had several prospective new clients tell us they found us using ChatGPT.”
No big explanation. No deep breakdown. Just a quick note that they were happy.
Here is the actual email (client name removed):
How They Actually Get Leads from ChatGPT
A lot of people assume AI tools like ChatGPT just “know things.”
But that’s not really how it works.
They’re pulling from sources, patterns, and credible content that already exists online. And they tend to lean on sources that look trustworthy, consistent, and detailed.
In other words, they’re pulling from websites that have done a good job building real authority.
That’s where SEO comes in.
SEO Isn’t Just About Google Anymore
SEO used to mean “Let’s rank higher on Google for keywords.” And to be fair, that still matters a lot.
But the mindset and goals for a campaign for any brand should be more like:
“Let’s become the source that platforms trust enough to reference.”
Because when someone asks:
“What should I look for in a personal injury lawyer?”
They’re not always scrolling through search results to find that answer.
They’re asking a question and expecting a direct answer.
And if your firm is part of that answer, you’re in a completely different position than your competitors because search behavior varies so much these days. Everyone searches differently and has their preferred way of finding an answer or the product, or service, they were seeking.
The Firms Seeing This First
What’s interesting is this didn’t happen by accident.
The client who sent that email didn’t just get lucky.
They’ve been investing in:
- building out their content
- covering their practice areas in depth
- creating pages that actually answer real questions
Nothing flashy. Just us doing the work consistently and implementing it flawlessly.
And now that effort is showing up in places most firms are just now starting to think about.
It’s nice to get feedback from clients that our strategy is working and getting the results and ROI they expect. If you are interested in how we implement our SEO strategy for law firms, feel free to contact us today.
