Why ChatGPT Recommends Your Competitor's Law Firm (Not Yours)

The Hidden Client Acquisition Channel

More clients are asking ChatGPT, Claude, and Perplexity for attorney recommendations before they pick up the phone. If your firm doesn't appear in those answers, you're not in the consideration set. BiDigest's Family Law AI Visibility Benchmark found that 47% of family-law-intent queries return zero attorney recommendation, and only about 12% of divorce attorneys show up in ChatGPT's top suggestions.

That gap is a growth opportunity for firms that optimize for how AI recommends—not just for Google.

What the 47% Refusal Rate Means

When we say "47% visibility gap," we mean that in nearly half of relevant queries, the AI doesn't recommend any attorney. Sometimes it's because the model is cautious; often it's because it couldn't find enough clear, trustworthy signals. When it does recommend, it tends to favor firms with strong online signals: credentials, reviews, and clear content.

Top 5 Reasons AI Skips Your Practice

• Missing bar credentials on your website. AI looks for clear licensing and bar membership. If it's not obvious, you're easier to skip.
• No recent reviews (e.g. older than 30 days). Fresh reviews signal an active, trusted practice. Stale or no reviews hurt visibility.
• No pricing transparency. Even "starting at" or "consultation fees" help. Zero pricing info can make AI hesitant to recommend.
• Generic "family law" description. Specific practice areas (e.g. custody, divorce, support) and locations help AI match you to the right queries.
• No FAQ section. FAQs (with schema when possible) give AI direct answers to common questions and improve the chance you're cited.

How to Check Your Visibility

You can ask ChatGPT yourself ("best divorce attorney in [your city]") and see if you appear. For a systematic view across ChatGPT, Gemini, and Claude, use a free AI visibility score. That shows where you stand and what to fix first.

Quick Fixes for Each Gap

Add a clear credentials section (bar number, jurisdictions). Start a review strategy and respond to reviews. Add a simple pricing or fee-information section. Rewrite your practice description with specific areas and locations. Add an FAQ page (e.g. "What should I bring to a divorce consultation?") and implement FAQ schema if you can. Small, consistent improvements compound.