Most SEO agencies sell law firms the same package they sell dentists, plumbers, and e-commerce stores. Keyword research. Monthly blog posts. A backlink campaign. A report with charts that go up and to the right.
That was fine in 2020. It's not fine anymore.
The law firms winning new clients in 2026 aren't just ranking on Google. They're getting named by ChatGPT. They're cited by Perplexity. They're showing up in Claude's recommendations and Google's AI Overviews. And their SEO agency has no idea this is happening — because traditional agencies don't track AI.
If you're evaluating an SEO optimization agency for your law firm, here's the checklist that matters now:
Technical site audits, keyword research, on-page optimization, backlink building, content strategy, local SEO, Google Business Profile management, monthly reporting. If they don't offer all of these, walk away.
Does your agency track what ChatGPT says when someone asks for a lawyer in your practice area? Does it monitor Perplexity's cited sources? Does it know whether Claude recommends your competitor instead of you? If the answer is no — and for 99% of SEO agencies it is — they're flying blind on the fastest-growing client acquisition channel.
Does your agency implement JSON-LD schema for AI crawlers? Do they create an llms.txt file — the instruction manual specifically for AI platforms? Do they generate FAQ schema that AI answer engines can extract directly? Most agencies have never heard of llms.txt.
Luna Legal AI, LLC started as a software company — we built generative engine optimization tools for law firms. But we kept hearing the same thing from managing partners: "This is great, but I don't have a marketing person who knows how to implement it."
That's why Luna Legal AI now offers agency services alongside the software. The Agency plan at $1,999/month includes everything: software access, up to 4 implementations per month, a dedicated account manager, and 1,000+ AI search queries monitored across 7 platforms.
We're not a generalist SEO shop that bolted on AI monitoring. We're an AI visibility company that added implementation services because the market demanded it.
Ask them these three questions. If they can't answer all three, they're behind the curve.
"What does ChatGPT say when someone asks for a [your practice area] lawyer in [your city]?"
If they don't know, they're not monitoring AI search. Period.
"What is an llms.txt file and does my site have one?"
If they've never heard of it, they're running a 2022 playbook in a 2026 market.
"How many AI platforms do you monitor for my firm?"
The answer should be at least 5. If it's zero, you need a different agency.
Luna Legal AI monitors 7 platforms, generates 18 deliverables, and implements the changes for you. That's the standard your SEO optimization agency should meet.
Before you hire any agency, run Luna's free AI visibility audit. See your score across 7 platforms, discover who AI recommends instead of you, and get the deliverables to fix it.
Start Your Free Audit →AI is becoming the new front door for legal services. The firms that get this right now will dominate the next decade of client acquisition. The firms that wait will wonder where all their leads went.
Start with the audit. The rest will become obvious.