Esquire
Articles
Artificial Intelligence
How ChatGPT Now Finds and Recommends Law Firms
The launch of ChatGPT Search in October 2024 fundamentally changed how the platform processes local business queries, including searches for attorneys. When someone asks ChatGPT to recommend a personal injury lawyer in their city or find the best criminal defense attorney nearby, the system no longer relies solely on its training data. It now searches the web in real time, evaluates multiple sources, and synthesizes recommendations on the spot. For law firms, this represents both a significant opportunity and a new optimization challenge. Understanding exactly how ChatGPT Search works is essential for any firm that wants to appear in these AI-generated recommendations.
Ryan Pitcheralle
February 6, 2026
Artificial Intelligence
Why Law Firms Need to Think Differently About Bot Management in 2026
Bot management used to be a relatively contained problem for law firm websites. A small number of well-understood search engine crawlers, a handful of bad actors, and some fairly blunt controls in your robots.txt file were usually enough. That approach no longer works.
Ryan Pitcheralle
February 5, 2026
Artificial Intelligence
The Year of the Agent is Here, What That Means for Law Firms
For most of the web’s history, the assumption was simple. Humans browse, websites respond. Search engines mediated discovery, but the interaction itself was always human-to-site. A potential client searched for a lawyer, clicked through to your website, read your content, and decide whether to contact you.
Ryan Pitcheralle
February 3, 2026
Artificial Intelligence
AI-Powered Answer Engines Are Here: What Law Firms Need to Know About the New Search Landscape
AI-powered answer engines like ChatGPT, Perplexity, and Google’s Gemini are fundamentally changing how potential clients find legal help. Instead of scrolling through pages of search results and clicking through to attorney websites, users are now getting instant, synthesized answers, and AI decides which law firms get mentioned.
Ryan Pitcheralle
February 2, 2026
Public Relations
Case Study: Inside Story of Anapol Weiss’s Roblox Litigation PR Campaign
Esquire Digital’s PR team worked with Anapol Weiss, a Philadelphia-based plaintiffs’ law firm, to design and execute a high-impact communications campaign around lawsuits against Roblox and Discord. These lawsuits, filed on behalf of children exploited by predators, attracted national and international media attention, increasing the firm's exposure and reinforcing its reputation as a foremost voice in child protection lawsuits.
Samantha Kessler, J.D.
December 15, 2025
Design
Case Study: A Fresh New Digital Presence for a Trusted Brooklyn Attorney
When Brooklyn attorney Roger Victor Archibald, PLLC came to us, he already had a strong reputation in criminal defense, civil rights, and police brutality cases, but his website didn’t reflect that. Rather than highlighting his professionalism and years of experience, the site felt outdated and impersonal.
Heather Pinheiro
November 28, 2025
Artificial Intelligence
AI ‘Search Everywhere Optimization’ for Lawyers
Today, your prospective clients aren’t just typing keywords into a search bar. They’re talking to AI, a reality that’s shaping how lawyers attract the attention of their next clients. With Google’s AI Mode, ChatGPT, Perplexity, and voice assistants like Alexa and Siri commanding a larger share of legal-related searches than ever before, it is becoming increasingly critical to gain visibility and authority in AI-powered searches.
Ryan Pitcheralle
August 25, 2025
Google Business Profiles
Google Is Testing a New AI Chat Support Button. What Does it Mean for Your GBP?
It takes a lot of work to manage your Google Business Profile. Between creating and publishing posts, responding to reviews, and updating new business information, you’re bound to run into a problem now and again that requires assistance. Currently, you have to create a support ticket. However, I’ve noticed Google testing an AI chat support option to help users find resolutions to their GBP-related problems.
Brad Wetherall
August 18, 2025
Google Business Profiles
Make Managing Your Google Business Profile Easier With These Top 3 Local SEO Tools
There are a lot of Google Business Profile (GBP) optimization tools out there and as the former Director of Operations at Google and now, the Chief Operating Officer of Esquire Digital, I’d like to highlight the ones that I use. Today, I’m sharing the top three local SEO tools I recommend. No gatekeeping here. Let’s jump in.
Brad Wetherall
August 7, 2025
SEO
How Google’s AI Mode Is Changing Local SEO in 2025: Insights From Brad Wetherall
In this article, Brad Wetherall explores how Google’s AI Mode is reshaping local SEO strategies in 2025. Unlike traditional search results that list clickable web pages, AI Mode provides users with consolidated overviews, pulling together key insights from both websites and Google Business Profiles (GBP).
Brad Wetherall
July 29, 2025
Google Business Profiles
Behind the Curtain: What Google Won’t Tell You About GBP Support
In many ways, a Google Business Profile (GBP) is the heartbeat of SEO, especially today, when Google AI Mode is prioritizing them over traditional website links. But we can all agree: managing it can be a headache at times.
Brad Wetherall
July 17, 2025
Google Business Profiles
Is Google Testing a Full-Page Business Profile Layout? Here’s What We Know So Far
There appears to be a new layout for Google Business Profile (GBP) and it could be a game changer for businesses nationwide. In years past, GBPs have shown up on the right side of the search engine results page, or SERP. But now, it seems that Google is quietly testing full-width business profiles, especially when someone searches for a business by name.
Brad Wetherall
July 7, 2025
Design
What Actually Works: The Law Firm Website Design Playbook for 2025
An effective law firm website in 2025 does more than look modern; it strategically communicates, builds trust, and converts. The best law firm websites combine a clear brand message, emotionally resonant design, and human-centered storytelling, with strong CTAs, seamless mobile usability, and trust-building proof points woven throughout. Design isn’t just decoration; it’s a silent advocate, working 24/7 to earn your clients’ confidence.
Heather Pinheiro
July 2, 2025
Artificial Intelligence
Why AI-Generated Content Will Lose SEO Value & AI Overview Prominence
Over the last year, law firms, marketers, and businesses across industries have rushed to incorporate AI-generated content, particularly from tools like Google’s Gemini & ChatGPT, into their websites. The appeal is obvious: it’s fast, cheap, and produces content at scale.
Brad Wetherall
February 6, 2025
Design
Harnessing Excellence: From Award-Winning Designs to Influential Judges
Our award-winning design team has evolved from merely winning awards to becoming esteemed judges for multiple academies. We take pride in shaping the benchmarks for excellence in web design and user experience.
Heather Pinheiro
April 4, 2024