Podcast Summary: "Why Google Is Sending Clients to Other Firms First"

The Law Firm Marketing Minute
Host: Spotlight Marketing + Branding
Date: January 26, 2026

Episode Overview

This episode focuses on a crucial shift in how Google, specifically using its Gemini AI platform, processes service-related search queries. The host explains that Google is now directly surfacing price information in results—making it imperative for law firms to answer the top question on prospective clients' minds: "How much will this cost?" The episode offers actionable advice for law firm owners on how to update their websites to remain competitive and visible in AI-driven search results.

Key Discussion Points & Insights

1. Google's New AI-Powered Price Search Experience

• New Developments: Google’s Gemini AI is now capable of scanning websites for pricing data and delivering that information directly to users.
  • Example: Using the search “HVAC repair Seattle,” users can now click a red button labeled “Have AI get prices” ([00:13]).
• Why This Matters: The main question clients have when searching for law firms is about price—not always for the cheapest, but for clarity and expectations ([00:24]).

2. Old Advice vs. New Reality for Law Firm Websites

• Conventional Wisdom: The traditional marketing advice was not to publish your pricing online.
• Required Shift: With Google’s AI, failing to mention pricing risks losing visibility and leads to competitors who do share this information.

3. How to Communicate Pricing Effectively

• No Need for Exact Numbers:
  • "You don't have to be exact. Just give people a range, right?" ([00:37])
• Explaining Variability Matters:
  • Use examples to clarify why costs can vary.
  • Quote:
    • “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.” – Host ([00:43])

4. Concrete Example for Law Firms

• Price Ranges for Divorce Cases:
  • $3,000 if straightforward (no assets, no kids, young couple)
  • Up to $30,000+ if complex (kids, multiple properties, substantial assets) ([00:49])
• Communicating Uncertainty:
  • Guide potential clients through the reasons for the broad price range to build trust and transparency.

5. Urgent Action for Law Firms

• Immediate Recommendation:
  • "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 ([01:19])
• Next Steps:
  • Law firms should quickly determine how to present their pricing information (ranges, explanations, etc.) and update all service pages accordingly.

Notable Quotes & Memorable Moments

• On Price Transparency:

  • “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 ([00:20])
  • “Give people a range, every one of you. I promise you... you are going to do much better with AI search over the next 12 months.” – Host ([01:15])

• On Adapting Old Advice:

  • “Conventional wisdom for a long time was don't do that. You need to start doing it.” – Host ([00:33])

Timestamps for Important Segments

• [00:00] — Introduction to Google’s new AI search feature and what it means for searchers
• [00:24] — Why clients’ price questions are pivotal in their decision-making
• [00:33] — Why the old advice of hiding prices no longer works
• [00:37] — How to present pricing: ranges instead of exact figures
• [00:43] — Example: Divorce case cost variance explained
• [01:15] — Emphatic restatement of the critical action law firms should take now

Summary Takeaways

• Google’s AI search is putting price information front-and-center—firms that provide pricing (even as ranges with explanation) will stand out and capture more leads in AI-powered search.
• Hiding pricing is a thing of the past; law firms must address this shift immediately to avoid losing prospective clients to more transparent competitors.
• The solution is practical and simple: publish price ranges and a clear explanation for why costs vary.