Imagine this scenario: A potential client types a legal question into ChatGPT, and within moments, an answer appears, sourced from the writings of expert lawyers.

In this scenario, why does the AI repeatedly quote the work of some lawyers, while others remain practically invisible?

The difference isn’t luck. It’s market positioning.

AI Rewards Specificity

In the era of AI, a narrowly focused attorney bio isn’t just clever branding; it’s the key to visibility. Bios that position a lawyer broadly, for example, as a “defense litigator” or “corporate lawyer,” get ignored. On the other hand, bios that are clearly focused on a precise niche (e.g., a securities lawyer serving venture-backed startups) are magnets for attention from the AI answer engines.

Why? Because AI rewards specificity. Attorneys who have carved out a niche naturally include language that is more precise and more likely to mirror client queries. So, when someone asks AI about “the pros and cons of a SPAC versus a traditional IPO,” the SPAC-focused lawyer has a massive advantage over a generic securities lawyer.

Topical Authority Matters

And it’s not just about keywords—topical authority matters. When an attorney consistently publishes focused, high-quality content on a specific subject, it signals to AI engines that the lawyer is a true expert. This credibility is what prompts AI to surface their name and insights in its answers.

“Bios that are clearly focused on a precise niche are magnets for attention from the AI answer engines.”

Three Steps to Achieve Narrow Positioning

Narrow positioning isn’t just about improving visibility in AI searches; it has the potential to change the economics of your practice. For example, niche-focused attorneys:

• Know precisely what clients to target, which makes marketing and business development much simpler.
  
  
• Are more memorable and authoritative, allowing them to stand out in a crowded marketplace.
  
  
• Command higher fees by attracting premium clients from around the world.
  
  

With every step an attorney takes toward narrowing their focus, they reduce the number of competitors clients perceive as viable alternatives.

So, how does an attorney reshape their bio to be niche-focused? It starts with these three steps.

1. Pick a niche. Ideally, a single service for a single client type. The narrower, the better.
   
   
2. State it clearly. The first sentence of a bio should function like a positioning statement. Skip the puffery. Clients, and AI, reward you for being clear and direct.
   
   
3. Substantiate your claim of expertise. It’s not enough to simply state that you’re an authority; you need to demonstrate it. For your bio to serve as a living portfolio of reputation-building content, it should feature articles, blog posts, case studies, presentations, videos, and testimonials. The aim is to elevate it from a static resumé into a dynamic hub of authority that proves your credibility at a glance.

“When it comes to AI optimization, the fundamentals of SEO remain the foundation. When your site is technically sound, your content clear, and your authority signals strong, you are well positioned for AI.”

The Website Infrastructure Behind AI Visibility

Of course, positioning alone isn’t enough. Your bio has to live on a website that can support AI visibility. As our friend and SEO expert Joe Giovonoli says, “When it comes to AI optimization, the fundamentals of SEO remain the foundation. When your site is technically sound, your content clear, and your authority signals strong, you are already preparing for GEO, AEO, and AIO.” To achieve this:

1. Ensure that the site is “Google-ready.” This means having a website that is easily accessible by Google. For example, fast page loading is essential, and technologies like React.js can help achieve it. Canonical URLs prevent duplicate content penalties, and semantic HTML enables AI engines to understand what matters most. Also, an XML sitemap makes content easier for search bots to discover and prioritize. And strong SEO controls over page titles, slugs, and meta descriptions directly influence what both Google and AI search results display.
   
   
2. Schema.org markup is critical. Schema markup structures data in a way that Google (or AI) can understand it. For example, Schema markup will make clear that a particular attorney authored an article. This added precision yields much greater visibility in Google and AI answer engines.
   
   
3. Engaging content formats are helpful. As always, clear, authoritative, and well-structured content is the key to SEO success. To enable this, your site should seamlessly support a mix of engaging formats, from FAQs and information graphics to videos, that reinforce and amplify their subject-matter authority.
   
   
4. Embrace content teasing. A well-optimized website should include strategic content-teasing tools on the bios (among other places). These tools spotlight your most current and compelling pieces, such as articles, blog posts, and case studies, that reinforce an attorney’s niche expertise, positioning them as a trusted authority in the eyes of both potential clients and AI-driven search engines.
   
   

In short, positioning plus a proper website infrastructure equals visibility. Firms that invest in both are far better positioned to stand out and get found.

The Bottom Line

In today’s AI-driven marketplace, being broadly positioned is a recipe for invisibility. However, attorneys who stake their claim on narrow ground and support their market positioning with thought leadership and success stories are more likely to be noticed and achieve success with marketing. Combine that focus with a technically sound, AI-friendly website, and you’ll do more than build a presence; you’ll become discoverable.