New findings show law firms need visibility in both the traditional search results and Google’s AI Overviews, as the two now appear side by side for many legal searches.
After analyzing reams of data, LawAgenz also reviewed Semrush’s examination of 10 million terms and found that 78% of legal inquiries now result in a Google AI Overview. This is the greatest rate in any industry. Buyers are no longer starting their research with the traditional ten blue links. Between January and May 2025, AI referral traffic to legal websites increased by 527%. The conversion rate from AI was 4.4% higher, and when choosing a lawyer, 1 in 5 chose ChatGPT.
The traditional results page, the familiar list of firm websites ranked by relevance and authority, is still very much active, and still where a large share of prospective clients look and click. What has changed is what now sits above it. Google’s AI Overviews are drawing on a select group of sources to generate a direct answer at the top of the page, giving firms a second, distinct opportunity to be seen before a user even reaches the listings below.
“We’re not telling clients to abandon what already works. What we’re doing now is layering AI search strategy on top of legacy strategies, so that a firm shows up whether someone scrolls through results the old way or reads the AI-generated answer first, “ said Mr. Manik Luthra, Founder and CEO, LawAgenz.
The analysis points to trends shaping this shift:
Primarily, the rise of zero-click searches where AI summarizes information satisfying user intent without clicking a single link.
Google is running traditional search results and AI Overviews in parallel, giving firms two distinct paths to visibility on the same page.
The sources Google’s AI chooses to cite are often the same firms that already invest in clear, well-structured, authoritative content, the same fundamentals that support strong traditional rankings.
Firms that build for both surfaces at once are appearing more consistently across a client’s entire search journey, from the first AI-generated summary to the traditional listing they may still click through to.
LawAgenz is using these findings to help clients strengthen their presence across both surfaces at once, combining proven SEO fundamentals with AI search strategy rather than treating them as separate efforts.
About LawAgenz: LawAgenz is a Canadian digital marketing agency that works exclusively with law firms across the country, combining Google Ads, SEO, and AI-driven search visibility strategies.