Law firm traffic is down, and the culprit isn’t your content, your SEO, or even your competition.
It’s Google. Again.
More specifically, it’s AI Overviews. You know, those new summary boxes at the top of search results that answer users’ questions without ever sending them to your site?
Like this:
If you’ve noticed your impressions are still high but your click-through rate is tanking, you’re not going crazy.
Google is still showing your content, but users may not need to visit your site anymore to get the answer.
So what do you do when you’re visible but not getting the visit?
This article breaks down exactly how law firms can adapt. Whether you’re an SEO consultant, in-house marketer, or firm partner trying to understand the drop in leads, this is the playbook.
Why Your Law Firm’s Traffic Is Dropping (Even if You’re Ranking)
Let’s get one thing straight: your rankings might not have changed. You may still be on page one. But thanks to AI Overviews, users are getting their answer directly from the search results (maybe even powered by your own site) and bouncing without ever clicking.
This isn’t just speculation. We’re seeing it across the board:
- Impressions remain high in Google Search Console
- CTR is declining, especially for top-funnel queries
- Conversion paths are getting disrupted
Google is giving away the answer, not the click.
Here’s proof from one law firm (click image to enlarge):
Who This Hits the Hardest
Personal injury firms, estate planning firms, immigration attorneys—basically anyone in a high-volume, YMYL (Your Money or Your Life) niche. These are the types of queries where Google’s AI feels confident stepping in to “help.”
If your content answers legal questions like:
- “Can I sue if I slipped in a store?”
- “What should I do after a car accident in Texas?”
- “Is it illegal for insurance companies to delay a claim?”
Then odds are you’re getting hit by AI Overviews.
You Still Own the Impression (So Use It)
Here’s the key insight:
Just because a user didn’t click doesn’t mean your content didn’t get exposure.
Your site still helped Google answer the question. That’s a touchpoint. And if you know where those impressions are happening, you can build an entire marketing strategy around that visibility (even without the initial visit).
But how?
Glad you asked. Let’s continue.
The Playbook: How Law Firms Can Fight Back
Here’s a step-by-step breakdown of how to pivot your SEO and digital strategy when AI is stealing the click.
1. Identify High-Impression, Low-Click Queries
Start with Google Search Console.
Pull a report of queries with high impressions but low CTR. These are often top-of-funnel questions like “how to file a personal injury claim” or “what is a contingency fee.”
Look specifically for question-based searches—anything starting with “can I,” “should I,” “how do I,” etc. These are prime candidates for AI Overviews.
👉 What you’re doing here is spotting where you’re visible in search but not getting traffic. That visibility still has value.
2. Target Queries That AI Can’t Fully Answer
AI can summarize facts, but it can’t close a deal.
Focus on search terms that are high-intent, personal, and hard to reduce into a paragraph.
Examples:
- “Best personal injury lawyer for Uber accidents in Houston”
- “Spanish-speaking injury lawyer with free consultation”
- “Car accident attorney near me open now”
These are queries where users want a person, not just an answer.
Rework your content to better target these terms, and make sure you’re using structured schema (FAQ, Review, LocalBusiness) to reinforce authority and intent.
3. Set Up Behavioral Retargeting
If someone does land on your site but doesn’t convert, don’t lose them.
Use behavioral tracking tools like Microsoft Clarity or Google Tag Manager to monitor page views, scroll depth, and time on page.
Then build retargeting audiences in:
- Facebook and Instagram (Meta)
- YouTube pre-rolls
- Google Display Network
Customize your ad creative to match the topic they showed interest in. If they read a blog post on rear-end accidents, show them a testimonial ad from a client who won a rear-end case with you.
👉 This is how you reclaim the attention you lost from AI.
4. Use Lead Magnets for Top-Funnel Traffic
Lead magnets are underused in legal marketing but they can work, especially when the brand is strong.
Create downloadable resources tied to high-impression topics:
- “Complete Guide to Car Accident Claims in Texas”
- “10 Mistakes That Could Ruin Your Personal Injury Case”
- “What to Do After an Uber or Lyft Crash in Houston”
Distribute these via Facebook Lead Ads or Instagram Stories. Gate them with simple lead forms (name + email) and tag these contacts as top-funnel.
👉 This turns your impression into a lead, even if they didn’t click the first time.
5. Retarget Across Channels with RLSA
Now that you’ve built audiences from all those missed clicks and soft leads, it’s time to close the loop.
Use Google Ads RLSA (Remarketing Lists for Search Ads) to target people who’ve already interacted with your site.
Let’s say someone read your article about rideshare accidents and then left. Two days later, they search this:
“Best Uber accident lawyer near me”
With RLSA, you can:
- Increase your bid for that search
- Show a stronger CTA
- Drive them to a high-converting landing page
👉 This works especially well in personal injury, where the user journey often starts with research and ends in urgency.
Bonus: Feed It Into Your Omnichannel Machine
Once you have these audiences built, don’t stop at search.
Push them into your full ecosystem:
- Meta Ads
- Email nurturing
- Display retargeting
- YouTube explainer videos
- Even Spotify or podcast ads if you’re running audio
The goal isn’t just traffic anymore. It’s visibility + recall + conversion over time.
My Final Take
AI isn’t going away and neither is your visibility. But waiting around hoping users click again is a losing strategy.
The law firms that adapt now (by treating impressions like assets and building retargeting and conversion systems around them) will dominate in this next phase of SEO.
If you want help setting this up or want me to audit where your traffic is leaking, reach out. This is what I do.