How Are Competing Law Firms Getting Found? - The Law Firm Marketing Minute

Summary3 min read

Episode Overview

Main Theme:
In this episode of The Law Firm Marketing Minute, the host addresses a pivotal new trend in digital marketing for law firms—providing pricing information on your website to align with how Google's AI (Gemini) now surfaces businesses in local and service-based searches. The discussion centers on how law firms can become more visible online by responding to the most common client question: "How much does this cost?"

Key Discussion Points & Insights

1. Google AI and the "Get Prices" Button

Example Observed:
- The host describes a new feature seen in Google search for “HVAC Repair Seattle,” where an AI-powered "Have AI get prices" button appears ([00:00]).
- Insight:
  - Google's Gemini AI is capable of scanning websites for pricing information and serving that to users directly.

2. Importance of Showing Pricing Information

Shifting Best Practices:
- Previously, the prevailing advice was to avoid listing prices due to case complexity.
- The host strongly advises changing this approach since users and AI are looking for transparency in costs.
Law Firm Context:
- Exact prices may not be feasible for legal services due to the variability of each case.
- It's still valuable to offer at least a broad range or an explanation of the range, to address potential client concerns.

3. Practical Recommendations

How to Position Pricing:
- Provide a price range (e.g., "Divorce in North Carolina could cost anywhere from $3,000 to $30,000").
- Clarify what affects the price (e.g., the couple’s situation, assets, or children involved).
Outcome & Motivation:
- Including pricing will significantly improve a firm’s findability as AI-driven features expand.
- This single change can meaningfully impact client acquisition over the next year.

Notable Quotes & Memorable Moments

On the Shift in Google Search:
- “AI is now—Google's Gemini AI platform is capable of going to your website, looking for price information. And guess what? That is the number one question that most of your clients are asking when they're deciding if they want to do business with you.”
  — Host, [00:18]
Why Transparency Beats Perfection:
- “You don't have to be exact. Just give people a range, right? We work with a lot of law firms, and it's hard to give an exact price for a divorce on a website, right? Because there’s a million factors. So explain that.”
  — Host, [00:37]
Specific Pricing Example:
- “Just say, hey, divorce in North Carolina could cost anywhere from like $3,000 to $30,000. It might be closer to $3,000 if you are a young couple and you have no assets and you have no kids. And if you have kids and own multiple houses and have a lot of assets, it’s going to be on the other end of the spectrum.”
  — Host, [00:49]
Call to Action:
- “If the only thing you execute on is that you put price information on your website, you are going to do much better with AI search over the next 12 months.”
  — Host, [01:27]

Timestamps for Important Segments

00:00 — Real-world example of new Google AI "Get Prices" feature
00:18 — Explanation of why clients want pricing and why it matters in search
00:37 — Why law firms should give pricing ranges, not exact figures
00:49 — How to contextualize pricing for legal services (example)
01:27 — The strategic advantage for law firms: “put price information on your website”

Summary

This concise episode drills home a single, high-impact strategy: law firms must adapt to changes in Google’s AI-driven search by being more transparent about pricing on their websites. Even in complex fields like law, providing ranges and context around fees gives both clients and algorithms what they need, improving both trust and search visibility. The host’s advice is actionable, timely, and rooted in what’s working right now in digital marketing.

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Transcript2 lines

[00:01]
A
Something that really just happened in the last couple of weeks. I had not seen this before. Again, this actually is not here in Charlotte. I haven't seen it in Charlotte. But the search phrase on Google here is H Vac Repair Seattle. The button in red is have AI get prices. Okay? AI is now Google's Gemini AI platform is capable of going to your website looking for price information. And guess what? That is the number one question that most of your clients are asking when they're deciding if they want to do business with you. They are asking price questions. Not always looking for the cheapest option, but they are asking price questions. You need to answer that on your website. And conventional wisdom for a long time was don't do that. You need to start doing it. You need to start putting price information on your website. Here's the good news. You don't have to be exact. Just give people a range, right? We work with a lot of law firms and it's hard to give an exact price for a divorce on a website, right? Because there's a million factors. So explain that. Just say, hey, divorce in North Carolina could cost anywhere from like $3,000 to $30,000. It might be closer to $3,000 if you are a young couple and you have no assets and you have no kids. And if you have kids and own multiple houses and have a lot of assets, it's going to be on the other end of the spectrum. Okay? Give people a range, every one of you. I promise you, if you go, if the only thing you execute on is that you put price information on your website, you are going to do much better with AI search over the next 12 months. So give that some thought. How can you get pricing information on your website?
[01:40]
B
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