AI Overviews and the Impact on Law Firm Leads

What Are Google’s AI Overviews?

Google’s AI Overviews are AI generated summaries displayed at the top of certain searches. Rather than showing only standard listings, Google now generates a direct answer using information pulled from multiple sources across the web.

The feature expanded significantly following March 2025, alongside the introduction of Google’s experimental AI Mode, which pushes search even further away from traditional search results.

For users, this creates a faster and more conversational experience. For businesses, particularly law firms, it changes how traffic is distributed and how users interact with content online.

Why This Matters for Law Firms

A large proportion of legal enquiries begin with informational searches.

People search things like:

• “Can I challenge a will?”
• “How long does divorce take?”
• “What is a shareholder dispute?”

Historically, firms created content around these topics to attract traffic through organic search.

The issue now is that many of these searches trigger AI Overviews, meaning Google answers the question directly before the user clicks on a website.

As a result, firms across multiple sectors are seeing reductions in click through rates, even where rankings remain strong. This is one of the biggest changes to affect legal marketing in years.

Informational Intent Searches Are Being Hit Hardest

The impact is most noticeable on searches with informational intent. These are searches where the user is researching or looking for a quick explanation rather than actively trying to instruct a solicitor.

For example:

• “What is a freezing order?”
• “Can grandparents apply for contact?”
• “What happens during probate?”

Google’s AI systems are particularly effective at summarising these types of queries, which means the user may never leave the results page.

This is why many firms are beginning to see changes in search traffic, even though their rankings have not necessarily dropped. A lot of keywords trigger AI Overviews where the search is educational or explanatory in nature.

Traditional SEO Still Matters

Despite the changes, traditional SEO still matters. Google’s AI systems still rely on information from external websites. In order to generate summaries, Google needs content from a trusted source.

The difference is that visibility now extends beyond ranking position alone.

Law firms need to think about:

• Whether their content appears within AI summaries
• Whether their brand is visible across different SERP features
• Whether users recognise the firm name when it appears

The firms most likely to perform well are usually those with stronger authority and clearer positioning within their niche.

AI Search is Changing User Behaviour

Another important shift is how users search in the first place. Search is becoming more conversational. Instead of typing short phrases into Google, users are asking longer and more detailed questions through AI-driven platforms and AI Mode.

For example:

• “What type of solicitor do I need for a business dispute?”
• “Who is the best family lawyer near me?”
• “Can a director bring a claim against another shareholder?”

This changes how legal content needs to be written. Pages built purely around repetitive keywords are becoming less effective. Content now needs to answer questions clearly, demonstrate expertise, and reflect how people actually search in real time.

What This Means for Law Firm Leads

For some firms, reduced organic search traffic will directly affect enquiries. This is particularly true where websites rely heavily on informational blog content to generate traffic. However, not all traffic is equal.

A person searching for a basic legal definition is very different from someone actively looking to instruct a solicitor. In practice, the more valuable searches are usually higher-intent searches such as:

• “Commercial litigation solicitor Manchester”
• “Family lawyer for financial settlement”
• “Debt recovery solicitor for businesses”

These searches are still far more likely to generate clicks because the user is actively looking for representation rather than general information. This means firms need to focus less on traffic volume alone and more on attracting the right type of visitor.

Why Brand Authority Matters More Than Ever

One of the biggest changes caused by AI search is the growing importance of brand authority. As users rely more heavily on AI summaries and less on standard rankings, firms with stronger recognition are likely to perform better.

Users are far more likely to click through when:

• They recognise the firm name
• The firm appears consistently across different platforms
• The content feels credible and specialist

This is why wider visibility is becoming increasingly important. LinkedIn, PR, reviews, niche authority, and broader digital presence all play a role in how firms are perceived online.

How Law Firms Should Adapt

The firms most likely to succeed in this environment are those that adapt early. That usually means:

• Focusing more on high-intent content
• Building stronger authority within specific practice areas
• Creating genuinely useful content rather than SEO filler
• Improving visibility beyond Google rankings alone
• Structuring content so it is easier for AI systems to understand and reference

Search is becoming increasingly fragmented. Users now interact with AI summaries, conversational tools, and multiple results featuring enhanced SERP features before they ever visit a website.

Law firms need to adapt to that reality rather than relying purely on older SEO approaches.

How BSD Legal Marketing Can Assist

At BSD Legal Marketing, we are already seeing the impact of Google’s AI developments across the legal sector. Firms that relied heavily on informational traffic are beginning to see changes in behaviour, while firms with stronger authority and better-positioned content are generally adapting more effectively.

Our approach focuses on building long-term visibility rather than chasing short-term rankings alone.

This includes:

• Creating authoritative content designed for both users and AI systems
• Improving visibility around higher-intent searches
• Strengthening broader online presence
• Supporting firms in building niche authority within their practice areas

As search continues to evolve, firms that adapt their strategy early are likely to be in a much stronger position than those relying purely on older models of traditional search and SEO.

Google’s AI Overviews are not the end of search, but they are changing how people interact with it. The firms that understand that shift early will usually be the ones best positioned to continue generating enquiries online.