GW Labs / Industries / Professional services
Professional services
When clients ask AI for a firm like yours, are you on the list?
People now ask ChatGPT, Google and other AI tools which lawyer, accountant or consultant to call. We measure whether your firm is named, whether your practice areas, people and offices are right, and report it every month next to the consultations you book.
We test and optimize for
- ChatGPT
- Google AI
- Gemini
- Claude
- Perplexity
- Grok
- Copilot
- Meta AI
Named by 2 of 8, and both list your old address. Clients asking this mostly hear about other firms.
The shift
AI is becoming the first consultation.
- It answers before anyone calls. A short list of firms, a line on each, and a reason to pick one.
- It mixes up the details. Practice areas you dropped, a partner who retired, an office you closed.
- It leans on directories and reviews. Profiles you haven’t touched in years can carry more weight than your own site.
What AI gets wrong
One answer. Three problems.
A sample answer, annotated the way our audit marks it. These four kinds of error come up again and again.
Work you stopped doing
Old directory profiles keep practice areas alive.
Partners who left
Departed partners stay; new ones go missing.
Addresses you moved
Old suites and closed offices linger for years.
How you charge
Intake details are copied from outdated pages.
Who are the best estate planning attorneys near me?
Three firms come up often for wills, trusts and probate:
- A rival firmFocuses on trusts and probate, with strong client reviews.
- Your firmHandles wills and trusts from an office at 12 Main Street, Suite 400. Offers a free first consultation.
- A national chainLow-cost online wills, with attorney review for an added fee.
What people ask
Twelve questions. Eight AI platforms.
The audit tests the questions your clients actually ask, side by side with the firms you compete with. Here is a fictional sample of what the results look like.
How we work
Be found. Be right. Prove it.
Be found
- Named when clients ask about your practice area, not just your name
- Your share of AI answers against the firms you compete with
- Eight AI platforms, tested every month
Be right
- Practice areas, people, offices and fees stated correctly
- The directories and profiles AI leans on, found and cleaned up
- Bios and practice pages AI tools can read
Prove it
- A one-page monthly Scorecard for your partners
- Consultations, intake calls and referral sources next to AI visibility
- What moved, what likely moved it, and what to do next
Prove it
What your partners see every month.
One page, in plain English, with the numbers you’re judged on next to last year and next to your AI visibility. It shows trends side by side; it doesn’t claim that any one change caused them.
- What moved
- AI answers naming you rose 9 points, led by estate planning questions.
- What likely moved it
- Corrected practice-area pages and two cleaned-up directory profiles.
- What’s next
- Two assistants still show the old office address. Both trace to one directory.
The rules we work within
Written for your bar’s and board’s rules.
Truthful and verifiable
Lawyer advertising rules, modeled on ABA Model Rule 7.1, prohibit false or misleading statements, and accounting rules are similar. Every recommendation is sourced, and you approve it before it goes live.
No planted content
We don’t write reviews, seed forum posts or pay for “independent” rankings. The FTC’s rule against fake reviews and testimonials has been in effect since October 2024.
Client confidentiality
We work from public information and the totals you choose to share. We never need client files.
Rules vary by state. Your reviewers have the final say on anything we recommend. We aren’t lawyers, and nothing here is legal advice.
The engagement
Three steps. Clear prices.
Free AI snapshot
A 3-page read on how five AI platforms answer the questions your clients ask, next to up to three competitors.
Two-week audit
Eight AI platforms, your competitors, your website and listings, your first Scorecard and a 90-day roadmap you keep.
One monthly plan
Your Scorecard every month and the tools run for you. Growth and Full Partner add the fixes. Setup included.
Minimums: 3 months (Visibility), 6 months (Growth), 12 months (Full Partner). Larger or multi-audience work is scoped after a conversation. See full pricing →
Boutique by design
Founder-led. Senior from day one.
You won't be handed to a junior account manager. The people who run your audit build what comes next, with the same AI tools we sell.
GW Labs was founded by Rob Goldstein, who has spent more than 20 years building brands, events and the revenue behind them, including co-founding an Inc. 5000 craft beverage company.
- Inc. 5000craft beverage company our founder co-founded and served as CMO, then CRO
- Top 4%of ~11,000 U.S. craft breweries by production
- 100,000+email subscribers built from zero
- 30+festivals produced
FAQ
Questions
Can you guarantee AI will recommend our firm?
No one can. AI answers change, and nobody controls them. We measure where you stand, correct what’s wrong, strengthen the sources AI relies on, and report the trend every month.
How do you handle advertising rules?
Everything we recommend is factual and sourced, and nothing goes live until you approve it. We don’t write testimonials, rankings or claims about results.
Do you need access to client files?
No. We work from public information, your website and the totals you choose to share, such as consultations booked each month.
Do you replace our marketing agency?
No. We handle the AI layer and the measurement. Your marketing, PR and web partners keep doing what they do, with a clear brief from us.
What does it cost?
The snapshot is free. The two-week audit is $6,500, and monthly plans start at $3,000. Larger firms with several offices or practice groups are scoped after a conversation.
Find out what AI
says about your firm.
Free, in plain English, with no sales call required.