“There’s a behavior worth noting in how people are using LLMs for service-based decisions.
When someone goes to ChatGPT looking for a personal injury attorney, they don’t browse options the way they used to. They type something like “best personal injury attorney” and read what the model says, then act on it. Often the search ends there.
It is a subtle shift from how Google search felt. With Google, people had a list and made the call themselves. With an LLM, the model is the call. The user is delegating the choice to whatever the system surfaces.
For attorneys, that means a kind of trust transfer is happening that most firms have not accounted for yet. Whichever firm shows up in those answers is, in effect, being recommended by the platform. That carries weight a search result rarely did.
The firms paying attention are already adjusting where their visibility lives. The ones who are not will keep optimizing for clicks that increasingly are not being made.”
– Hugo E. Gomez, Founder (Abogados NOW)
Get ahead of where trust is moving:
https://www.abogadosnow.com/ranking-on-ai-seo-2026