The Visible Firm

I spent a chunk of the last few weeks reading law firm websites properly, across family, personal injury, wills and estates, commercial and criminal. Not skimming them, reading them the way a person with a problem would read them late at night, and then again the way a machine would.I went in assuming I would find bad websites. They were mostly fine. Well built, accurate, and plenty of them had clearly cost real money.The same four things were wrong on almost every single one. The opening paragraph is about the firm rather than the problem. The state is never named in the body of the article. Nobody's name is on it, and one byline simply said Admin. And everything is hedged until there is no sentence left plain enough to quote.I also went looking for the technical explanation, because firms are currently being offered AI optimisation packages with monthly fees attached, and Google's own documentation says there are no additional requirements and no special optimisations necessary.Free visibility check at ngcreative.au/contactChaptersReading law firm websites the way a client wouldThe pitch currently landing in principals' inboxesWhat Google's documentation actually saysOne: the opening paragraph is about the firmTwo: the state is never namedThree: nobody wrote itFour: hedged past the point of useA before and after on one paragraphWe tried a blog and nothing happenedLinks mentionedngcreative.au/insights/ai-search-optimisation-law-firms/developers.google.com/search/docs/appearance/ai-featuresngcreative.au/contact Hosted on Acast. See acast.com/privacy for more information.

Somewhere in Brisbane on a Tuesday night, at about half past ten, somebody opens their phone and types a question they would not say out loud to another person yet. It is not the name of a law firm and it is not even the word lawyer.This episode follows that search from the inside, from the diagnostic question a person actually types through to the follow up where they ask who they should talk to, which is the moment your firm is either in the answer or absent from it.I go through what has changed in the numbers, including SparkToro's finding that 68 per cent of Google searches now end without a click, what AI Overviews do to the click through rate on the top organic result, and why a report showing flat sessions is not telling you that your content failed.There is also the change I have made to my own client reporting this year, and the forty minute monthly check any firm can run for itself.Free visibility check at ngcreative.au/contactThis WeekThe question typed at half past tenWhat used to happen on that results pageThe follow up question, and who gets namedWhy directories are easy to quote and firm pages are notWhat a page has to do to get picked upThe numbers behind the storyWhat I put in a monthly report nowIs this just SEO with a new hat onLinks mentionedBlog: ngcreative.au/insights/ai-search-visibility-law-firms/SparkToro zero-click study: searchengineland.com/google-zero-click-searches-2026-study-479717Free visibility check: ngcreative.au/contact Hosted on Acast. See acast.com/privacy for more information.

Every client who walks into your office arrives with roughly the same five questions, and you have answered every one of them hundreds of times, which is exactly why it has never occurred to you that the answers are worth publishing.This episode covers the five as clients actually phrase them, why they outperform anything else you could write, how to answer them so a frightened person reads to the end, and the professional anxiety about giving away advice that stops most firms before they start.What we coverThe five questions, in the words clients use rather than the words lawyers useWhy familiarity makes your own expertise invisible to youThe three reasons these five outperform every other topicThe objection that they are answered everywhere alreadyGeneral information against advice, and why publishing the first demonstrates the need for the secondWhat to do this weekWrite your five, in the words your clients actually use when they ask, then rank them by how often you get asked and answer the one at the top. Talk it into your phone if writing is the barrier, which it usually is.LinksFree webinar: ngcreative.au/webinarBook a free discovery call: ngcreative.au/contactThe Visible Firm: thevisiblefirm.com.au Hosted on Acast. See acast.com/privacy for more information.

For family lawyer plus a suburb, the map pack sits above everything and frequently decides the whole thing before any website is seen, and it runs on a Google Business Profile that most firms claimed years ago and never opened again. This is the practical episode, covering what actually moves the map pack, how to reply to reviews including the bad one, what to post when you think you have nothing, and the thirty minute tidy that starts it.WHAT WE COVER- The map pack as the front page of your suburb- The shopfront nobody inside the firm ever looks at- The plain, unglamorous things that move it- How to reply to reviews, including a hostile one- How relevance, distance and prominence decide the threeWHAT TO DO THIS WEEKThe thirty minute tidy, then ten minutes a week.LINKSngcreative.au/webinarngcreative.au/contactthevisiblefirm.com.au Hosted on Acast. See acast.com/privacy for more information.

Clients are choosing a person to sit with them through the worst period of their lives, and most law firm websites hand them a logo instead. This episode makes the case for the principal's face as the most powerful trust asset a practice owns, and gives a straight answer to the sentence that stops everybody, which is that nobody is good on camera in take one and the only difference is who pressed record anyway.WHAT WE COVER- The trust maths of ninety seconds of video against a first  meeting- Why hiding the people hides a small firm's whole advantage- The take one truth, and why the pause is credibility- The dignity question and the professional exposure question- What to actually filmWHAT TO DO THIS WEEKOne video, phone on a stack of books, your most asked client question, keep the last take. You do not have to publish it.LINKSngcreative.au/webinarngcreative.au/contactthevisiblefirm.com.au Hosted on Acast. See acast.com/privacy for more information.