It’s no secret that search behaviour is changing. Ten years ago, your goal was simple: appear high in Google results and get people to click through to your website.
But in 2025, the landscape looks very different. Thanks to AI-powered search, featured snippets, and Google’s ever-expanding answer boxes, more searches than ever end without a single click.
They’re called zero-click searches - and they’re transforming how potential clients discover law firms online.
What are zero-click searches?
A zero-click search happens when Google gives users all the information they need directly on the search results page - no website visit required.
You’ve seen it:
- Legal definitions pulled into featured snippets (“What is conveyancing?”)
- Local firm listings in Google Maps and Business Profiles
- Quick answers in “People also ask” boxes
- AI summaries from Google’s Search Generative Experience (SGE)
It’s fast, convenient, and helpful for users. But for law firms relying on organic website traffic, it means fewer opportunities to convert visitors into enquiries.
Why it matters for law firms
For most people seeking legal advice, the journey starts online. But increasingly, it might end before they ever reach your website.
Someone might:
- Search “divorce solicitors near me” and call directly from Google Maps.
- Read a quick answer about settlement timelines without clicking for more detail.
- Compare firms using review snippets - without opening a single tab.
That means your first impression now happens on Google itself, not your homepage. Your visibility, reviews, and clarity in those search results are shaping client decisions before you even know they’ve searched.
The risk of doing nothing
If your firm isn’t optimised for zero-click visibility, you’re effectively invisible in the spaces where potential clients are making decisions.
Without structured data, you’ll miss out on rich snippets.
Without strong Google Business reviews, your competitors will dominate local results.
Without concise, authoritative content, your answers will never appear in “People also ask” boxes.
The result? Even if you rank well, someone else gets the call.
How law firms can respond
You can’t stop zero-click searches - but you can make them work for you. Here’s how:
1. Optimise your Google business profile
Treat your profile like a second website.
- Keep services, opening hours, and descriptions up to date.
- Use real photos of your team and office.
- Encourage happy clients to leave reviews - they’re now your most powerful differentiator.
- Add posts and FAQs regularly to keep your listing active.
This ensures that when someone searches locally, your listing earns the click (or call) - not your competitor’s.
2. Target featured snippets and “People also ask” results
Google loves concise, authoritative answers. Create short, clear responses to common questions - “How long does a personal injury claim take?” or “What happens after a house purchase exchange?” - and structure them using proper heading tags and schema markup.
You might lose the click, but you’ll win the visibility and trust that come with appearing as the expert source.
3. Leverage structured data and schema
Adding legal-specific schema markup (for services, FAQs, and reviews) helps Google understand your content. This increases your chance of appearing in enhanced results - like FAQ dropdowns or knowledge panels - where users interact with your brand directly from search.
4. Publish bite-sized legal insights
Not every searcher wants a full 1,000-word blog. Short, scannable Q&A content, local updates, or “myth-busting” articles can earn prominent placement in AI-generated summaries and social search feeds.
Focus on clarity and authority, not word count.
5. Build brand familiarity beyond search
If people aren’t always visiting your site, make sure your brand appears elsewhere.
- Stay active on LinkedIn and local directories.
- Contribute thought leadership to industry publications.
- Ensure your firm’s name, address, and phone number are consistent across all listings.
When users recognise your name from multiple sources, they’re more likely to reach out when it matters.
The goal has changed
Traditional SEO aimed to drive traffic.
Modern SEO for law firms aims to capture attention and trust - even without the click.
When your firm shows up consistently across search results, local maps, and AI summaries, you’re not just chasing visits - you’re building authority at every stage of the client journey.
Ready to make zero-click search work for you?
At Ascensor, we help law firms evolve their digital strategies to thrive in a changing search landscape - from structured data and Google Business optimisation to content designed for AI search results.
Your next client might never visit your website - but they’ll still find you first.
Get in touch today to optimise your online presence and turn zero-click visibility into real-world enquiries.
