AI is changing nearly every aspect of law firm websites, from how content is created to how websites are built, structured, and found.

If you’re responsible for your firm’s website, you’re probably asking: What should we be focusing on when it comes to AI? And what actually matters?

We wrote this whitepaper to answer those questions, cut through the hype, and help you create a website that works better for both people and AI systems. Topics include

1. Technology for AI visibility: What every law firm website needs to help AI systems find your content, understand your expertise, and recommend your firm.
2. AI-ready content strategy: Practical guidance for organizing and presenting content so your firm’s expertise is clear to both people and machines.
3. Rethinking bios for AI: How to transform attorney bios from resumes into “knowledge hubs” that more effectively demonstrate expertise.
4. Bot governance: How to give legitimate AI bots access to your content without allowing automated traffic to overwhelm your server or degrade the experience for human visitors.
5. Natural language AI site search: A new way for users to find information on your website by asking questions in everyday language.

We also look ahead at how AI agents could research and compare firms on behalf of prospective clients, and how your website can prepare for that future.

Whether you’re planning a redesign or considering improvements to your current site, this guide will help you focus your efforts on the areas that matter most.