If SEO was the buzzword of the 2010s, optimizing for AI is the headline of the next decade.

This isn’t about doing everything on your site for Google search anymore. It’s about making your site work with the AI tools your clients are already using to find information, ask legal questions, and decide who they want to work with.

NOMOS Marketing is here to help break down what optimizing for AI really means, and why it’s especially important for law firms today.

AI Is Changing How People Search

Search engines used to just crawl websites and index keywords. Now, AI tools like ChatGPT, Perplexity, and even Google’s own AI overviews are synthesizing content to deliver quick, human-like answers. These tools don’t just look for keywords—they look for relevance, authority, and clarity. If your site isn’t built for that, you’re not in the conversation.

And in legal marketing, not being in the conversation means not being found.

Structured Content Matters

When AI scans your site, it’s trying to understand what it means and what category it fits into. That means content needs to be structured clearly and consistently. Use H1 and H2 headings to define sections, keep paragraphs concise, and make it easy to parse. Think of it as writing not just for your clients, but for the AI that will introduce you to them.

Quick example: Instead of burying your firm’s practice areas in a long block of text, list them clearly with headings. It’s better for your human reader and the AI that’s indexing your content.

Write Like a Human, Not a Machine

This might sound counterintuitive when talking about AI, but hear us out: the best way to connect in this new landscape is to sound natural, clear, and informed. AI tools favor content that’s readable, structured, and answers common questions effectively. That means ditching jargon, using active voice, and aiming for plain-language explanations of what you do.

At NOMOS, we translate legal concepts into language that feels approachable but never dumbed down. It’s smart, but not showy. Conversational, but never casual to the point of cliché.

FAQs Are Your Best Friend

AI thrives on questions and answers. If your website doesn’t have a strong FAQ section, or if it’s hidden at the bottom of a buried page, you’re missing out on a huge opportunity. Think of every client question you’ve ever been asked. Those should be visible, scannable, and well-answered on your site.

Even better? Structure them so AI can lift those answers directly into its own summaries and overviews.

Think Beyond Search

AI isn’t just about Google anymore. Legal consumers are using tools like voice assistants, AI chatbots, and smart search to find legal answers fast. If your content isn’t ready to be “read” by those tools, you risk becoming invisible to a growing part of your audience.

Let’s Look Ahead Together, Reach Out to NOMOS Marketing

Optimizing for AI is about future-proofing your digital presence. It’s how smart firms stay visible, credible, and connected to their communities. And done right, it doesn’t just help you rank. It helps you resonate.

Want help making your website AI-friendly? Let’s talk. NOMOS helps law firms build smarter sites with content that works for humans and the algorithms that guide them there. Get started today.