ChatGPT Search for law firms: How to rank higher.

ChatGPT Search launched this month and it's set to take the SEO world by storm.

Why?

It could overtake Google as the number one search engine.

Last month, ChatGPT Search hit a market share of 4.33% compared to Google’s 83.43%.

While that doesn’t sound much, at BrightonSEO, Marcus Tober from Semrush shared a slide suggesting that if ChatGPT maintains its current 13% MoM growth rate, it could catch up to Google in four years.

Not to mention, ChatGPT Search has a clean, simple, conversational interface.

In contrast, Google’s current interface – blending AI Overviews, citations and organic results – has the same structural finesse as Ikea furniture assembled by a toddler.

So why is ranking for ChatGPT Search crucial for legal marketers?

People’s search habits are changing. If legal marketers don’t get a grasp of how to rank in LLMs like ChatGPT Search now, they risk losing out to competitors later who have put in the early research groundwork.

As the ever-diligent grafters, we’ve saved you a big job and done it for you. So read on to find out how your firm can better rank in ChatGPT Search.

Researching ChatGPT Search for law firms: the methodology.

We analysed 32 different law firm search queries, spanning six key search query types:

• Solicitor/Lawyer searches
• Best/Top searches
• Location-specific searches
• Specialists/Experts searches
• Advice/Help/Process searches
• No Win No Fee/Fixed Fee searches

From each of the 32 search queries, we analysed the top 3 results, totalling 96 pages analysed. For each page, we analysed key elements:

• Page URL: The URL of the page appearing in the search results.
• Type of content: Type of page (e.g. service page, article, home page).
• Word count: Approximate word count of the page.
• Number of H2s: Count of H2 headers used.
• H2 content/keywords: Example H2s or primary focus of the headers.
• Page elements: Key page features (e.g. bullet points, FAQ sections, video, client stories, trust signals).
• Number of links: Total internal and external links on the page.
• Page authority: Authority score of the page.

So let’s dig into the findings to discover exactly what makes law firms rank high in ChatGPT search.

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Query type analysis: “[Service] solicitor/lawyer”.

These are commercial search terms with high purchase intent and high volume. They’re the bread and butter of your business, so don't ignore them. We analysed results for the following example terms:

• "personal injury solicitor"
• "medical negligence solicitor"
• "business law solicitor UK"
• "family law solicitor UK"
• "wills and probate solicitor UK"
• "debt recovery solicitor"

Here’s what we found.

Page targeting

Out of 18 results:

• 9 were service pages
• 5 were articles
• 4 were home pages

This generally matches user intent, with a focus on finding a solicitor and taking users directly to a service page. Interestingly, the top three results for “wills and probate solicitor uk” were all articles. One focused on applying for probate. However, the site was poor and lacked depth (we won’t mention who it was as we’re not into bashing law firms). Another took us to the Law Society’s guide on making a will and guidance on finding a solicitor. And the third was an in-depth guide from Ringrose Law.

While there is little rhyme or reason on the first, the second result suggests that SearchGPT favours in-depth content from credible, impartial sources. The third reaffirms that comprehensive, well-structured guides continue to rank well.

Content metrics

Again, we evaluated critical content metrics to assess the highest-ranking pages’ length, structure, and authority. Key insights include:

• Relatively high average word count: The overall average word count was 926, with service pages averaging 1,160 words, articles 1,178, and home pages 1,321. This suggests ChatGPT Search favours comprehensive pages. Only one service page had a word count below 500 words.
• Quality over quantity when it comes to H2s: The average number of H2s was five, ranging from 1 to 17. This suggests that the keyword optimisation of H2s, rather than their quantity, is a stronger ranking factor.
• High number of internal links: The average number of links across all results was 30, rising to 38 for service pages with sub-service links. Articles had an average of 18 links, including internal and external links to related content and credible sources.
• Page Authority isn’t a major ranking factor: The average page authority was just 11, ranging from 4 to 14, indicating it may not be a strong ranking factor. The results featured six large national firms (such as Irwin Mitchell), two mid-size firms (such as Farley's Solicitors) and five regional firms (such as Freeman Harris Solicitors). This suggests that firm size is also not a significant ranking factor, with the results serving a blend of different–sized firms.
  Domain authority may be more of a ranking factor: The average domain authority was 34. While it ranged from 9 to 55, out of the 14 sites featured, 9 of them (64%) had a DA above 30, suggesting smaller sites will have to work harder with more in-depth, high-quality content to compete with larger sites.

Commonalities in the H2s

We analysed the H2s across all the sites to understand how content influenced rankings. We identified several common trends:

• Keyword-focused: H2s were highly optimised with specific service keywords (e.g. "Personal Injury Claims," "Debt Collection Solicitors"), with 90.5% of H2s featuring relevant keywords for better search visibility.
• Question-based structure: 47.6% of H2s were question-based (e.g. "What is Medical Negligence?", “What happens if you do not have a Will?”). 
• Emphasis on benefits: Out of the 18 websites, half of them included H2s emphasising benefits, such as "Why Choose Us?" and "The Benefits of Instructing Debt Recovery Solicitors."
• Client stories: Seven out of the 18 websites included H2s with client stories. 39% of the websites had client-story-related H2s on their pages.
• Location-specific: Out of the 18 websites, seven (38.89%) included local SEO keywords in their H2s, such as "Our Locations", "Our offices" and "Debt Recovery Lawyers in London".
• Action-oriented CTAs: Out of the 18 websites, eight (44.44%) included action-oriented language in their CTAs, such as “Book your free consultation” and “Request a callback”.
• Trust and credentials: Out of the 18 websites we analysed, nine (50%) included H2s highlighting accreditations, awards, or results.

Page Features

We then looked at specific page features to identify commonalities between them. Here are the common page attributes:

• Bullet point sections: These were used frequently to present information clearly and concisely, especially within the body copy and FAQ sections.
• Structured content: Pages often incorporated bullet points, numbered lists, and dropdowns to improve readability.
• Mega menus: Most websites featured mega menus, which allow for expandable sub-services, making it easier to explore a broader range of offerings.
• Service listings and related services links: Services (such as personal injury claims) were prominently listed and linked at the top and throughout the page, with related services also highlighted through internal links.
• List links: A significant number of pages included list links to services and sectors, enhancing internal linking and helping with navigation.
• FAQs: FAQs addressed specific long-tail user queries, like "What are the time limits for making a medical negligence claim?".
• Client stories: Many pages included case studies directly on the page, often paired with video content to build trust, instead of using off-page carousels.
• Internal linking and navigation: As most pages averaged more than 1000 words, jump-to links and internal links were strategically placed to help users navigate related service pages, local SEO pages, or other relevant content.
• Location and contact info: Office locations were prominently listed and linked, typically pointing to local SEO pages, with some pages offering direct contact links for specific offices.
• Client testimonials and reviews: Many pages included client reviews or testimonials from sources like Legal500, Trustpilot and ReviewSolicitors to build credibility.

Common order of top-ranking service pages

1. Introductory H2s: Establish trust or expertise (e.g. "Why Choose Us?" or "Trusted Family Solicitors").
2. Service offerings: Details on the specific service (e.g. "Our Personal Injury Solicitors").
3. Benefits or unique selling points: Highlights value to the client (e.g. "The Benefits of Instructing Debt Recovery Solicitors").
4. FAQs and informative sections: Addresses common long-tail queries (e.g. "What are the time limits for making a medical negligence claim?").
5. Client stories and testimonials: Builds trust (e.g. "Jane's Story").
6. Location-specific information: Links to offices or areas served (e.g. "Family Law Solicitors Across the UK").
7. Action-oriented CTAs: Encourages user engagement (e.g. "Book Your Free Consultation" or "Contact Us Today").

Checklist to rank in ChatGPT Search for “Solicitor/Lawyer” based search terms.

To rank highly for terms such as “[Service] Solicitor," and “[Service] lawyer”, law firms should:

Target high-intent keywords

• Use commercial search terms like “Personal Injury Solicitor,” “Medical Negligence Solicitor,” “Business Law Solicitor UK,” and “Debt Recovery Solicitor.” These high-volume, high-intent, and high-value keywords target individuals actively seeking legal services.

Optimise content length and structure

• Aim for at least 926 words per page, with service pages around 1,160.
• While H2s aren’t a strong ranking factor, aim for at least five.
• Include 30+ internal links for service pages and 18+ links for articles to aid in navigation and SEO.

Optimise H2s for SEO

• Use service-focused keywords in H2s (e.g. “Personal Injury Claims”).
• Incorporate question-based H2s (47% of all H2s analysed used them), such as “What is Medical Negligence?”
• Highlight benefits with H2s like “Why Choose Us?” or “The Benefits of Instructing Debt Recovery Solicitors.”
• Include client stories in H2s (39% of sites included them).
• Use location-specific H2s (e.g. “Debt Recovery Solicitors in London”) for local SEO.
• Add action-oriented CTAs like “Book your free consultation” or “Request a callback” (44% of sites used them).

Build trust with credentials

• Include trust markers such as accreditations, awards, or results in H2s and throughout content.
• Use trust-building language such as “trusted by clients nationwide” and “highly recommended by independent reviews” to reinforce authority.

Incorporate video content

• Add videos alongside client stories to build trust and increase user engagement.
• Videos can significantly improve time on page (which could be a strong ranking factor) and overall user experience, especially when paired with case studies or testimonials.

Enhance page features

• Use bullet point sections for concise communication in FAQs and body text.
• Add list links to services for better internal linking and easier navigation.
• Feature mega menus for easy navigation through subservices.
• Showcase service listings and related links throughout the page for better cross-linking.
• Use FAQs that target long-tail keyword questions like “What are the time limits for making a medical negligence claim?”
• Add client stories directly on the page, paired with video, instead of relying on carousels.
• Ensure internal linking with jump-to links and contextual links to other relevant pages (e.g. local SEO pages, related services).

Prominently display location and contact info

• List office locations and include links to local SEO pages, making it easier for users to find relevant information.
• Provide direct contact links for specific offices where possible.

Use client testimonials for credibility

• Include client reviews from platforms like Legal 500, Trustpilot, or ReviewSolicitors.
• Display testimonials prominently to reinforce trust and establish authority.

Improve readability with structured content

• Use bullet points, numbered lists, and dropdowns to break up content and improve page readability.
• Organise content in a clear, scannable format that aids user experience, especially on longer pages.

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Query type analysis: “Best/Top [service] solicitor”

These terms are based on the quality of the firm, including keywords such as “best” and “top”:

• "Best employment law solicitor”
• “Best employment law solicitor near me”
• “Best employment law solicitor in London”
• "Top employment law solicitor”
• “Top medical negligence solicitor in Hull”

Page Targeting

Out of 15 results:

• 6 were review sites 
• 4 were service pages
• 3 were American websites
• 2 were home pages

For terms involving “top…”, they were directed to review sites (ReviewSolicitors, Legal500, and Clutch). “Best…” went to a mixture of service and home pages.  “...in [location]” resulted in a mixture of home and service pages. However, “...near me” came up with American searches, despite setting the location to the UK. Many SEO commentators and developers have reported on ChatGPT Search’s poor local search functionality and multiple occasions where it would serve results from the wrong country.

Content Metrics

We analysed key content metrics to understand the top-ranked pages’ length, structure and authority. Here are some key factors:

• High average word count: Excluding review sites and American sites, the overall average word count was 1,252 words. Service pages averaged 1,313 words. This suggests that ChatGPT Search favours comprehensive pages.
• Average number of H2s: The overall average number of H2s was 12. Service pages averaged at 13 and home pages averaged at 11. However, this ranged from 8 to 19. This suggests that a higher number of H2s is more of a ranking factor for ‘Best/Top’-related searches than ‘Lawyer/Solicitor’ (which ranged from 1 to 17).
• Fairly high number of service links: The average number of links across all results was 24, rising to 25 for service pages with sub-service links.
• Optimise for “Best” and “Award-winning” keywords: The average page authority was 14, ranging from just 4 to 23. Excluding review sites and American sites, the results featured two large firms (Irwin Mitchell and Slater Gordon), two mid-tier firms (such as OH Parsons) and smaller regional firms such as Cavendish Employment Law, recommended for the term ‘best employment law solicitor in London’. We dug into Cavendish's backlink profile to see if this could be a major ranking factor and were surprised to discover they hadn’t engaged in any PR or secured backlinks from high-authority domains, but rather, they were featured in a range of online directories. Looking at their site, they use a scrollable banner at the top of the page, each one with different headers emphasising their expertise and awards e.g. "Best employment law firm", "Best London employment law firm”, and "Award-winning employment lawyers". This suggests ChatGPT Search’s algorithm isn’t quite as advanced as Google’s and is similar to Google Search 10 years ago. So, if you want to rank for ‘Best [service] solicitor in [location], building up listings on local directories and optimising your site for terms that include “Best” and ‘Award-winning’ can be highly effective, regardless of domain authority.

Commonalities between H2s

While H2s varied wildly between sites, there were three distinct commonalities:

• Question-based Format: Many H2s (43.75%) are structured as questions addressing user concerns (e.g. What can we help with?, How will I pay for legal help in my employment law case?). Questions often use who, what, why, and how (46%).
• Trust and credibility: H2s highlight expertise and authority with terms including “expert”, “industry-leading” and “best”.
• Practical guidance: Headings emphasise actionable and practical topics (e.g. "Funding your employment law or discrimination claim", "What will your employment law solicitor need from you?").

Page Features

We analysed the H2s across all the top 3 sites based on ‘Best/top’ keywords to understand how content influenced rankings. We identified several common trends:

• Service listings: Many pages featured relevant services prominently near the top, just below the title, making navigation straightforward.
• Quick links blocks: Additional blocks of related service links were often positioned further down the page for user convenience.
• Question-based H2s: A large number of headings were structured as FAQs, directly addressing common user concerns.
• Bulleted answers: Information was frequently presented in concise bullet points to enhance clarity and readability.
  FAQ Drop-Downs: "More Information" sections typically included expandable FAQ-style questions to provide further detail.
• Q&A video: Educational videos were featured to explain services or answer common questions, fostering trust.
• Local SEO integration: Pages often linked to local pages to improve geographic relevance and support SEO strategies.

Checklist to rank in ChatGPT Search for “Best/Top [Service] Solicitor” search terms.

Optimise on-page content

• Use quality-focused keywords strategically: Integrate terms like "Best," "Top," and "Award-winning" in H1s, meta descriptions, and image alt tags to enhance relevance for high-quality queries.
• Create comprehensive, user-intent-driven content: Write pages with 1,250+ words to address user queries and showcase expertise thoroughly.
• Structure H2s as questions: Use FAQ-style headings (e.g. “Why choose our award-winning solicitors?”) to capture user intent and improve rankings.
• Emphasise expertise and credibility in H2s: Use terms like “Industry-Leading Solicitors” or “Trusted Legal Advisors” to instil confidence.

Enhance page structure for user engagement

• Feature service listings prominently: Place service information near the top of the page to immediately meet user needs.
• Incorporate quick links blocks: Add links to related services lower on the page for smooth navigation.
• Include expandable FAQ drop-downs: Provide additional details in collapsible sections to keep pages clean and navigable. Don't forget to add FAQ shema.
• Present key information in bulleted lists: Improve readability with concise, digestible points for user convenience.
• Integrate Q&A videos: Boost trust and user engagement by providing visual and educational content.

Optimise for SEO and local search

• Strengthen local SEO: Develop location-specific pages and link them to broader service pages for better geographic targeting.
• Submit your site to reputable directories: Focus on building reviews on local and industry-specific directories to boost visibility and backlinks.
• Optimise metadata for “near me” searches: Ensure meta descriptions and tags include local keywords to capture nearby search traffic.

Build authority and credibility

• Leverage backlinks from niche directories: Focus on directories and local listings to strengthen authority in your practice area.
• Showcase awards and accreditations: Highlight these prominently to reinforce trust and credibility.
• Feature testimonials and case studies: Use real success stories to demonstrate your expertise and build user confidence.

Focus on review platforms

• Don’t underestimate review sites: Many "best/top" searches lead to review sites (e.g. Legal500, ReviewSolicitors). Encourage clients to leave reviews on these platforms and optimise firm profiles there.

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Query type analysis: Location-specific searches.

These terms are based on the location of the firm, including phrases such as “near me” and “in [location]”:

• "Law firm near me"
• "Divorce lawyer near me"
• "Criminal defence lawyer in Manchester"
• "Top-rated immigration solicitors in London"

ChatGPT Search is poor at location-based searches

ChatGPT struggles with location-based searches, often returning irrelevant results, such as American firms for "near me" queries. Using precise location terms improved results but still revealed issues with SEO fundamentals.

For instance, a search for "Criminal Defence Lawyer in Manchester" surfaced Tuckers Solicitors, which lacked H2s, omitted the target keyword in its H1, and had only 342 words on the homepage. Its inclusion suggests ChatGPT prioritises body text mentions of office locations over comprehensive law firm SEO optimisation.

Similarly, searching "Top-rated immigration solicitors in London" returned firms focused on immigration services, misaligned with the intent for criminal defence, highlighting gaps in keyword relevance and searcher alignment.

Content metrics

• Word count isn’t a key ranking factor: The average word count of all the top 3 pages was 874. However, it ranged from 342 to 1,881, suggesting little correlation between word count and ranking factor. 
• Optimising H2s doesn’t seem to make a difference: The average number of H2s was 7. However, many were neither keyword-optimised nor question-based.
• Average number of links: The average number of page links was 20, ranging from 12 to 26. 

Service pages & URLs

Service pages often included the location within the URL, which is good for local SEO.

Commonalities between H2s

Most results were home pages, so it didn't make sense to compare H2s like for like with service pages. However, there were some common threads:

• Client-centric focus: Several H2s (19%) focused on client testimonials or client satisfaction ("What our clients say about us", "Real Stories of Client Satisfaction", "Testimonials") These help build trust by showcasing positive experiences.
• Service-specific: Many H2s were directly related to the specific services the firm offers ("Visa and Immigration Services in the UK", "Expert Legal Representation for Visa Refusals"). This indicates a clear focus on presenting the firm's offerings.
• Location-specific focus: A significant portion of the H2s (38%) emphasised location or a particular city, which is typical for services targeting local clients ("Immigration Advice or Guidance in London", "Visa Services in London", "Top Immigration Lawyers London").
• Experience and reputation: Many H2s (38%) highlighted the firm’s knowledge or expertise ("We have been defending those who have been accused of committing criminal offences for over 35 years."). This suggests credibility and established authority in their field.
• Action-oriented language: Many of the H2s (again, 38%) use action-driven or solution-focused language, prompting potential clients to take specific actions or emphasising the outcomes of working with the firm ("Obtain a visa", "Contact our Immigration Lawyers London, UK").

Checklist to rank in ChatGPT Search for location-specific search terms.

ChatGPT Search currently struggles with location-specific queries, often returning irrelevant results such as American firms despite UK settings. In contrast, Google remains the dominant force in local search, thanks to tools like Google Maps and Google Business Profile.

That said, many of the insights we've uncovered can be effectively applied to Google search optimisation. Therefore, we recommend implementing these strategies to improve your visibility, regardless of the search engine.

Optimise for precise location terms

• Use specific location phrases like “Criminal Defence Lawyer in Manchester” instead of vague terms like “near me.”
• Target geographic keywords to avoid irrelevant results and improve local search visibility, as ChatGPT struggles with broader location terms.

Ensure keyword placement and relevance

• Include location-specific keywords in H1 and body text, ensuring that terms like “Top-rated Immigration Solicitors in London” appear prominently on the page.
• Incorporate the location naturally within the content to ensure the page aligns with search intent, as demonstrated by Tuckers Solicitors being ranked in the top 3 despite a lack of overall keyword optimisation.

Create service-specific H2s

• Craft H2s that mention specific services and locations (e.g. “Visa and Immigration Services in London”).
• Ensure your H2s reflect your services to help users and search engines quickly understand the content of your page, improving on-page SEO.

Leverage client testimonials and satisfaction

• Add H2s such as “What our clients say about us” or “Real Stories of Client Satisfaction” to build trust and credibility.
• Showcase positive client experiences to enhance user engagement and provide a social proof element, improving rankings through increased user trust and interactions.

Include action-oriented and solution-focused language

• Use action-driven language in H2s, such as “Obtain a visa” or “Contact our Immigration Lawyers London,” to encourage user interaction and engagement.
• Focus on solutions and next steps to guide potential clients toward taking action, which can also improve your page’s performance in search rankings.

Prioritise content relevance over word count

• Ensure content relevance rather than focusing heavily on word count. While word count can vary, focus on concisely delivering high-quality, relevant information.

Focus on clear, service-oriented URLs

• Ensure URLs are clear and descriptive, including the service and location (e.g. /criminal-defence-solicitors-manchester).
• Maintain consistent URL structure across local service pages to reinforce your location-targeting strategy and improve visibility in location-specific searches.

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Query type analysis: Expertise-specific searches.

These terms are based on the specialist of the firm, including phrases such as “specialist” and “experts”:

1. "Medical negligence specialists”
2. “Experts in dispute resolution”
3. “What are the top firms that specialise in immigration law”
4. “What are the best firms that specialise in immigration law in Liverpool”
5. "Personal injury law specialists near me"

Page targeting

Out of 12 results:

• 4 were service pages
• 4 were home pages
• 4 were American sites (despite setting the search to the UK)

For the term “medical negligence specialists”, Slater Gordon’s and Irwin Mithcell’s service pages topped the results, followed by Medical Solicitors. “Experts in dispute resolution” produced only American sites. “What are the top firms that specialise in [service]” tended to be a mixture of home and service pages. “...specialists near me” terms again produced on American results, despite setting the location to the UK.

Content metrics

• Word count doesn't appear to have a major impact on rankings: While the average word count was 2,273 words, this ranged from Laura Devine’s home page at just 270 words, right up to Reiss Edwards at a whopping 7,484.
• High number of H2s: The overall average number of H2s was 14. 62.5% of the law firms featured in the results had 16 or more H2s.
• Fairly high number of service links: The average number of links across all results was 25.
• Page authority appears to have little impact on rankings: The average page authority was 28. However, this varied wildly from 9 to 59, suggesting page authority didn't have a major impact on rankings.

Commonalities between H2s

• No mention of “experts” or “specialists” in H2s but lots in body copy: Interestingly, despite all the tested keywords including the term “specialist” or “expert”, not one H2 included these these terms. However, analysing the body copy, Slater gordon uses the term “specialist” five times on its landing page and the term “expert(s)” a total of 18 times. Irwin Mitchell only uses “specialist” three times on its landing page but uses the term “expert(s)” seven times. Medical Solicitors uses the both the terms “Expert” and “Specialist” in its H1, suggesting that ChatGPT Search can also rank lower authority sites if their home page H1s are optimised with these specific keywords. Gherson has a prominent “Expertise” section on its home page. Laura Devine has a home page slider (which we generally wouldn’t recommend) that quotes Legal500 UK using the term “experts” as well as another slider from Chambers and Partners USA stating they “specialise” in immigration law. Reiss Edwards uses the term “specialist/specialising” a total of 12 times.
• Question-based headers: Many service page H2s (37%) used question-style headings to address common client concerns (e.g. “What is medical negligence?”, “Do I need an immigration lawyer?”, “What steps should I take if I feel my dismissal is unfair?”).
• Keyword-dense: For “[service] specialists’ terms, top results had a high number of keywords in their H2s with Slater Gordon at 90% of all H2s and Irwin Mitchell at 82%. 
• Client guidance: Content provides practical advice, FAQs, or guidance on navigating legal processes (e.g. “How do I make a claim?”, “What are the time limits?”).
• Why choose us?: Most pages had a dedicated section or paragraph highlighting the firm's expertise, unique selling points, or client benefits (e.g. “Why choose our unfair dismissal solicitors?”).
• Case studies/testimonials: Many include real-life success stories or testimonials to build trust (e.g. “Anne's Story”, “Zach's Story”, “Recently settled unfair dismissal claims").
• Team/Expertise highlight: All service pages had sections or links dedicated to introducing the team (e.g. Meet the Medical Solicitors Team, Our Immigration Advice Packages).
• Call-to-Actions (CTAs): Strong CTAs were present, often encouraging contact (e.g. “Arrange a FREE Consultation”, “Contact Us”, “Let Us Help”).
• Bulleted information: Key points were often presented in bulleted lists for clarity and readability.
• FAQ or resource sections: Dropdown FAQs or legal guides provided detailed, structured answers to common queries.
• Client accessibility: Pages featured a mix of copy, links, and additional resources to guide clients (e.g. “Resources”, “How to Pursue an Employment Tribunal Claim”).

Page features

• Headers (H2s): Many H2s are written as questions, often targeting specific keywords (e.g. "medical negligence," "immigration lawyer," "unfair dismissal"). Some H2s directly link to subservices or related topics. A few pages feature generic H2s that do not target specific keywords.
• Service listings: Relevant services are listed and linked near the top of the page, often in blocks or dropdown menus. Some pages also include a secondary section for services further down.
• Content organisation: Text-heavy sections are often condensed with "read more" buttons for easier navigation. Pages were usually divided into client-focused advice for different audiences (e.g. individuals vs. businesses). FAQs are either dropdowns or embedded into the page as part of the main structure.
• Multimedia features: Featured videos (e.g. client stories or about the firm) are common. Maps or lists of office locations link to local SEO pages.
• Interactive elements: Tools like compensation calculators, pricing tables, and dropdowns to select services are used to engage users. Some FAQs are presented as real queries with personalized responses.
• SEO and navigation: Strong emphasis on local SEO with links to location-specific pages. Pages include related links or quick links to relevant services and advice guides.
• Client-focused features: Testimonials are often prominently displayed, sometimes scrolling at the top. Client benefits are highlighted through bullet points or numbered steps.

Checklist to rank in ChatGPT Search for expertise-specific searches.

Build targeted service pages for expertise-related queries

• Include "specialist" and "expert" keywords strategically: While no tested pages included these terms in H2s, top-ranking sites frequently used them in body copy, with firms such as Slater Gordon using "expert(s)" 18 times and "specialist" five times. Incorporate these terms naturally throughout the content for better relevance.
• Optimise H1s and key sections with expertise-related keywords: Medical Solicitors used both "expert" and "specialist" in its H1, demonstrating that optimised headers can help lower-authority sites rank higher. Prominent H2 sections like Gherson’s “Expertise” or testimonials quoting keywords (e.g. “specialise”) also reinforce authority.
• Write keyword-dense H2s focusing on client questions and concerns (e.g. “What is medical negligence?” or “Why choose our medical negligence solicitors?”).
• Structure content to include FAQs, case studies, or testimonials to reinforce expertise and authority.

Align content metrics with top-ranking pages

• Balance word count with value: While the average word count for high-ranking pages was 2,273 words, content ranged from 270 to 7,484 words. Focus on providing comprehensive, high-value content rather than arbitrary length.
• Incorporate many H2s: High-ranking pages averaged 16 or more H2s, so use detailed subheadings to organise content and address client queries.
• Add internal and external links: High-ranking pages averaged 25 links, so include links to related services, legal guides, or resources to enhance navigation and SEO.

Craft content that answers client questions

• Use question-style headings (e.g. “Do I need an immigration lawyer?” or “What steps should I take after a dismissal?”) to match client search intent.
• Create a detailed FAQ section addressing common client concerns, using dropdowns or embedded answers for easy navigation.
• Provide practical advice through bulleted lists, guides, or case studies (e.g. “Steps to make a medical negligence claim”).

Highlight unique selling points and team expertise

• Add a “Why choose us?” section showcasing the firm’s expertise, case success rates, or client benefits.
• Introduce your team with bios and highlights of their credentials, experience, and specialisations.
• Showcase real-life success stories or testimonials (e.g. “Anne’s Story” or “Recently settled unfair dismissal claims”) to build trust and credibility.

Enhance user experience and engagement

• Incorporate interactive elements like compensation calculators or dropdown menus for navigating services.
• Break up text with bulleted lists to present key information.
• Use multimedia elements such as videos for case studies.

Strengthen Call-to-Actions (CTAs)

• Add prominent CTAs, such as “Request a free consultation” or “Contact us today for expert advice.” in H2s
• Position CTAs throughout the page (e.g. at the top, mid-content, and end) to capture user interest.

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Query type analysis: Outcome-orientated searches.

These terms are based on outcomes, including phrases such as “help”, “advice” and “process” and are informational search terms rather than terms with a commercial intent:

1. "Help with personal injury"
2. “Medical negligence advice”
3. “Birth injury symptoms”
4. "Divorce process UK”
5. "Help with employment dispute"

Page targeting

ChatGPT Seacrh really struggled when it came to outcome-orientated terms, often serving US websites in results.

Out of 18 results:

• 8 were American law firms despite setting our location to the UK.
• 4 were guides from UK law firms
• 3 were guides from UK medical sites
• 1 was a guide from a US medical site
• 1 was a guide from a site offering direct access services to barristers
• 1 was a guide from the UK government website

Content metrics

• High average word count: As all search terms were informational based search terms, all results were expectedly comprehensive guides. Guides often have a high word count, written as in-dpeth pillar pages. The average word count 2,091, ranging from 883 to 6,452. 78% of the guides had a word count over 1,000 words and 44% of the guides had a word count over 2,000 words.
• High average number of H2s: The overall average number of H2s was 11. These are often structured in a Q&A format.
• High average number of internal links: The overall average number of internal links was 31, linking to related content and other reputable sources to increase authority.
• Page authority appears to not be a major ranking factor: While the average page authority was 21.75, it ranged from 1 to 38, suggesting that this isn;t a key ranking factor.

Commonalities between H2s

• Question-style headers (H2s): 46% of H2s are structured as questions addressing specific concerns or processes related to the topic (e.g. What is medical negligence?, How long does the divorce process take?).
• Keyword integration: H2s consistently incorporate relevant keywords, such as “medical negligence”, “birth injuries”, or “divorce process”.
• Process or guidance focussed: Many sections guide the user through a process (e.g. “How to claim for medical negligence”, “Step-by-step divorce process”). Advice is often practical, outlining steps, rights, or considerations (e.g. “Documenting injuries and treatment”, “The role of mediation”).
• FAQ-like structure: Many pages are structured like FAQs, with each H2 addressing a commonly asked question or concern (e.g. “Will I need a medical examination?”, “Do you have to be separated before divorce?”).
• Client-centric approach: Content is framed to answer potential client questions, offer reassurance, and guide them toward taking action (e.g. “What should I do if I think my child has a birth injury?”).
• Diversity of topics within a theme: Sections often break down a central theme into smaller, specific issues (e.g. “Types of injuries caused during birth”, “Grounds for divorce”).
• Educational tone: Content seeks to educate users on technical terms and legal jargon (e.g. “What is ‘causation’ in medical negligence?”, “Understanding the divorce process”).
• High number of H2s: Each topic is segmented into numerous subheadings for easy navigation and clarity, creating a comprehensive and structured user experience.

Page features

• Navigation aids: Many pages included a "jump to" menu or table of contents at the start, allowing users to navigate directly to key sections. Blocks of links (e.g. to related pages or questions) are strategically placed, often near the beginning or in sidebars.
• Header (H2) structure: Most H2s are either questions (e.g. FAQs) or categories (e.g. types of injuries or conditions). Headers often integrate long-tail informational keywords.
• Bullet points and numbered lists: Content frequently uses bullet points for clarity, particularly for symptoms, steps in a process, or considerations. Numbered lists are used to systematically outline steps, processes, or key points.
• Linked content: Types of claims, conditions, or injuries are often listed and linked at the start or in sidebars to guide users to relevant pages. Some pages are predominantly lists of links with minimal explanatory text.
• Content structure: Pages are divided into clear sections. They include early summaries or highlights (e.g. important considerations or key questions), step-by-step guides or numbered processes, and in-depth answers to specific questions.
• Visual aids: Many pages include images, illustrations, or tables to support or clarify the text. Tables (e.g. compensation amounts) are used for data-heavy topics.
• Focus on outcomes: Pages emphasise actionable outcomes, such as compensation, benefits, or steps to resolution.

Checklist to rank in ChatGPT Search for outcome-orientated searches.

Structure content around user questions and guidance

• Incorporate question-based H2s that address specific user concerns or outcomes (e.g. "How can I claim medical negligence compensation?" or "What steps are involved in a UK divorce process?").
• Focus on process and practical guidance, using step-by-step instructions and clear explanations of rights and options.

Use comprehensive, structured content

• Create in-depth pillar pages with a minimum of 1,000 words, ideally exceeding 2,000 for competitive topics.
• Segment content with numerous H2s (average 11 per page) to improve clarity and user navigation.
• Implement FAQ-like structures to address multiple, related queries within one resource.

Leverage navigational and visual enhancements

• Add a "jump to" menu or table of contents at the top of your page to enhance user navigation.
• Use bullet points and numbered lists for clarity, especially for symptoms, steps, or outcomes.
• Incorporate visual aids like tables or illustrations to make complex information more digestible.

Optimise keywords and content

• Target informational keywords like "help," "advice," and "process" along with long-tail phrases such as "medical negligence advice in the UK."
• Include keywords in H2s while ensuring they align with user intent and address specific outcomes.
• Mention actionable outcomes early in the content, highlighting benefits like compensation or resolution steps.

Strengthen internal linking and related content

• Include a combination of 20-30 internal and external links per page (where appropriate) to other guides, services, or resources to establish authority.
• Feature related links prominently in sidebars or at the start of the content to guide users to deeper insights.

Build authority through content tone and style

• Adopt an educational tone to simplify complex terms (e.g. "What is causation in medical negligence?").
• Emphasise credibility with client-centric framing, showcasing expertise and offering reassurance ("Our step-by-step guidance helps you navigate...").

Tailor for ChatGPT and user preferences

• Mention locations or UK-specific details in headers and body text to cater to ChatGPT Search’s sensitivity to geographic keywords.

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Query type analysis: Fee structure-related searches.

These terms are based on fee structures, including phrases such as “no win no fee” and “fixed fee”:

1. "Personal injury solicitors no win no fee"
2. "No win no fee personal injury lawyer near me"
3. "No win no fee accident solicitor in Manchester"
4. “Family law solicitors fixed fee”

Page targeting

All bar one result linked to service pages, rather than advice pieces or guides. This is likely due to the nature of the search terms. We have found in other analysis’ if the term was “[service] no win no fee”, this would generally produce advice pieces and guides because the intent is informational (people want to understand more about the fee structure first). 

However, our test terms were commercial, all including the term “solicitors”, directing users straight to service pages. Firms featured often had a dedicated ‘no win no fee’ page, separate to the main service page, which included the fee structure in the page URL, e.g. https://www.irwinmitchell.com/personal/personal-injury-compensation/no-win-no-fee-personal-injury-claims

Again, any term that included the suffix, “...near me” generated American results, despite us setting our location to the UK.

Content metrics

• Fairly high average word count: The average word count was 1,318
• Average number of H2s: 11
• Average number of links: 15
• Average page authority: 11 (range 6–15)

Commonalities between H2s

• H2 headings: Half of H2s (50.9%) were structured as questions, directly addressing user concerns (e.g. "What is No Win No Fee?" or "How much does a fixed-fee divorce cost?").
• Keyword inclusion: H2s frequently repeated core keywords, such as "No Win No Fee" or "Fixed-Fee Divorce," for SEO purposes. Slater Gordon includes the term “No win no fee” in 91.7% of its service page’s H2s. Irwin Mitchell uses “No Win No Fee” in 64% of its H2s. And Fletchers uses the term in 42.9% of its H2s.
• User guidance and education: Many H2s provided guidance on processes, costs, risks, and benefits (e.g. "How does a No Win No Fee claim work?" or "What’s included with a fixed-fee divorce service?"). FAQs are commonly featured, offering clear and structured answers to common user queries.
• Call to Action (CTA): Multiple pages included CTAs within the headings or content (e.g. "Contact Our No Win No Fee Specialists" or "Meet our expert fixed-fee divorce solicitors"). These encourage users to take immediate action.
• Firm differentiation: H2s emphasised why the firm should be chosen (e.g. "Why Choose Us?" or "Why choose Stowe Family Law for your fixed-fee divorce?").
• Expertise highlighted: Many headings emphasised the firm’s expertise, team, or experience (e.g. "Our expertise in No Win No Fee claims" or "Meet our no win no fee solicitors").
• Location specificity: Some H2s include location keywords (e.g. "No Win No Fee Solicitors Near You" or "Contact our no win no fee personal injury solicitors in Manchester") to target local SEO.
• Focus on costs and outcomes: H2s address financial aspects, such as costs and potential compensation (e.g. "How much do no win no fee lawyers take?" or "What does a fixed-fee divorce cost?").
• Structured content: Sections break down the process step-by-step or cover key considerations systematically. This approach caters to users seeking clarity and actionable advice.

Page features

• Content structure: Many pages featured lists of related services or claim types, often linked for navigation and SEO purposes. Quick links or jump-to sections were common near the top of the page for easier navigation. Bullet points were used to summarise key points in several sections.
• Videos: Some pages included testimonial videos, client stories, or explanatory videos about the service or working with the firm.
• Local SEO focus: Office locations were listed, often linked to local SEO pages for geographic targeting. On some pages, calculators or forms (e.g. for compensation estimates or claims) are prominently displayed.
• Call to Action (CTA): A sticky form or CTA (e.g. "Start Your Claim") was sometimes present, remaining visible as users scroll the page.
• Content depth: Pages varied in depth. Some included minimal text with simple content blocks, while others have detailed sections with questions and explanations.
• Supplementary features: Compensation calculators, related service blocks, and links to additional resources or services were frequently included.

Checklist to rank in ChatGPT Search for fee structure-related search terms.

Create dedicated fee structure pages

• Ensure a clear, focused URL structure: Include the specific fee-related term in the page URL (e.g. /no-win-no-fee-personal-injury-claims or /fixed-fee-family-law-services).
• Use service-specific landing pages: Separate fee-related pages from main service pages to target commercial intent directly.
• Add location-specific keywords where relevant: E.g. "No Win No Fee solicitors in Manchester."

Optimise headings (H2s) for SEO

• Incorporate the fee-related keywords frequently: Aim for a high percentage of H2s using terms like "No Win No Fee" or "Fixed Fee," mirroring successful examples (e.g. Slater & Gordon's 91.7% “no win no fee” keyword inclusion rate in H2s).
• Structure H2s as questions: Address user concerns directly (e.g. "How does a No Win No Fee claim work?" or "What does a Fixed Fee divorce cost?").
• Include CTA-focused headings: E.g. "Contact our No Win No Fee specialists."

Provide clear, structured content

• Answer common user questions: Offer FAQ-style content about fee structures, risks, and processes to address informational intent.
• Focus on costs and outcomes: Detail the financial implications, benefits, and steps involved in fee-based services.
• Use bullet points and numbered lists: Break down processes (e.g. "Steps to making a No Win No Fee claim") for clarity.

Boost content metrics

• Target a higher word count: Write in-depth content of 1,000–2,000+ words to meet user expectations for detailed answers.
• Include internal links: Average 15 links per page to related service pages, fee calculators, or local offices to enhance navigation.
• Incorporate visual aids: Use videos, tables (e.g. cost breakdowns), or infographics to supplement text.

Highlight local and expert features

• Optimise for local SEO: Include geographic keywords in H2s and body text (e.g. "Fixed Fee Divorce Solicitors in London").
• Showcase firm expertise: Use sections like "Why choose us?" or "Our expertise in No Win No Fee claims" to differentiate your firm.
• Include client-focused content: Add testimonials or case studies to build trust and show successful outcomes.

Enhance user experience

• Add navigation aids: Include "jump-to" menus or sticky CTAs for easier page interaction.
• Use CTAs effectively: Ensure forms (e.g. "Start Your Claim Now") are prominent and accessible throughout the page.
• Leverage supplementary features: Provide calculators for estimates or links to additional resources to increase engagement.

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