We Just Solved Three AI Blind Spots for Law Firms

As our team continues to send more cases to law firms through answer engine optimization (AEO), we want to eliminate as many blind spots as possible. After all, that’s what keeps our AI marketing platform, Sequoia, light-years ahead of the competition.

We’ve just rolled out three major upgrades to our platform, which lets us accurately discover the source of a clickless lead, gives us brand intelligence to know not only that your law firm was mentioned but what was said about your firm by the chatbot, and after tracking conversions from Grok in a few select markets, we’re now including the platform in our prompt ranking system.

The Clickless Caller, Solved

A clickless call from ChatGPT means your law firm was recommended by the chatbot, the user saw your firm and your contact information, and the user called you without ever visiting your website. They never clicked a link to get to you. They just called.

The problem is that ChatGPT often pulls a local profile from Yelp or scrapes Google Business data. If your law firm’s SEO team has set up proper call tracking on your Google Business profile (and they should have), every one of those calls is going to look like it came from a Google Maps listing. Sure, you still get the case, but a successful marketing strategy doesn’t just run on data; it runs on accurate data.

I love seeing a flood of new leads pour into our firms. I don’t love being kept in the dark about where they came from.

So we built the Lead-Source Listener.

For client accounts with call recording enabled, Sequoia now listens for self-identified referral language from callers. When a prospect says something like, “I was on ChatGPT and it said you handle a lot of serious injury cases,” or, “Gemini gave me your name,” Sequoia picks that up and reattributes the call to its real source.

A quick note on privacy, because this is a fair question to ask: Sequoia is only listening for the source-attribution language. Over the course of a recorded phone call that could run 10-15 minutes long, if the caller never uses an attribution keyword, Sequoia won’t hear anything.

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Brand Intelligence: From “Are We Showing Up” To “What’s Being Said”

Visibility tracking gives you a yes-or-no answer. Does the firm appear when someone asks an AI assistant for a personal injury lawyer in their city? Either it does or it doesn’t.

But “yes” is not always good enough. What exactly is the AI chatbot saying about your firm? If the AI mentions your firm and then tells the user that you “mostly handle small auto accidents,” when your firm is actually a catastrophic injury practice, that prospect has already crossed you off their shortlist before anyone at your firm ever saw them. Showing up is not enough. What gets said about you matters as much as whether you are in the room.

Brand Intelligence is a new layer in Sequoia that audits what AI is actually saying about your firm.

Sequoia regularly sends interrogations to each AI platform to build a profile of how each chatbot views your brand. Gaps in perception about your firm can be fixed by reshaping the narratives that fuel their recommendations.

When something is off, we can usually trace where the model picked it up. If the AI is describing outdated practice areas, Sequoia identifies the third-party source feeding that information into the response and pushes that source into a remediation queue. If the AI cannot answer a question well at all, that’s a content gap, and the question becomes a topic on the content production list.

The Brand Intelligence layer is also watching for narrative drift over time. If a firm was being described in March as a “leading divorce law firm” and by April the same firm is suddenly a “small general practice firm,” we want to catch that shift early, before it starts costing leads.

SEO and AEO are ultimately all about reputation. Being mentioned is not the same as being chosen. What AI is telling a prospect about your firm during a conversation no one from your firm will ever see is what tips that prospect toward calling you or skipping you. And now, at least Custom Legal Marketing’s clients aren’t left in the dark.

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Grok Prompt Rankings are Now Tracked

The controversial chatbot, Grok is not a major lead source for most of our law firms. Compared to ChatGPT and Claude, the volume is a fraction of what we see from the bigger platforms.

However, we have been tracking conversions for Grok since we launched the beta version of our AI Monitor last year. In a small group of markets we work in, Grok has been producing leads consistently enough that we decided to add it to our prompt ranking monitor and the new lead listener system mentioned above.

So Grok is now tracked alongside the other AI platforms Sequoia monitors, giving us one additional layer of lead-generation intelligence – even if activity is limited to just a few markets.

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Sequoia is Always Growing and So Should Your Firm

After several years of quietly developing our AI marketing platform for lawyers, we first publicly announced Sequoia in February. At the time, we said about the platform, “CLM Sequoia isn’t finished, and it never will be.” Since then, the Sequoia platform has received hundreds of updates and new features, with many more in the pipeline and under development right now.

If your law firm marketing company isn’t keeping up with the rapidly changing world of AI lead generation, we should talk. Set up a free appointment here.