The development and implementation of Artificial Intelligence (AI) has had a significant impact on Search Engine Optimization (SEO), how websites and content are ranked on Google Search Engine Results Pages (SERP), and how online traffic converts for your website.
More and more people are using AI-powered platforms and features like ChatGPT, Gemini, Google AI Mode, and more to find the information that they need online. These AI solutions serve as a powerful vehicle that can drive traffic to your law firm’s website — but is that traffic the same quality and volume as the traffic created by your organic content and search results?
This is one of the questions that many law firms invested in their website and online presence are asking when they do a deeper dive into their website analytics. Does AI traffic still convert for law firms? Civille is here to help answer your questions about AI-driven traffic and how it impacts the success of your law firm.
Contact Civille today to learn more about our digital marketing services and how we can help your law firm succeed!
READ MORE: How Does Google AI Mode Affect Law Firm Search?
How Does AI Traffic Affect Law Firm Conversions?
If you value online traffic to your law firm’s website and hope to generate more traffic that converts to high-quality leads, you know and understand that not all website traffic is created equal. Not all traffic to your law firm’s website leads to conversions — many online visitors are there just to find answers to a specific question they have about specific practice areas. This makes the volume of traffic to your website and the quality of leads to your website even more important.
With increased implementation of AI next-generation platforms like ChatGPT, Gemini, and Google AI Mode — which may be defined as Large Language Models (LLM) — that can lead to additional online traffic and leads, there are many law firms that want to know if these AI-powered leads convert better or worse than organic traffic.
A study done by the digital marketing agency Amsive that examined six months of data from multiple websites has helped answer this question and has shed light on AI traffic and conversions. The study has found that the conversion rate for traffic that originates from AI platforms like ChatGPT, Gemini, and Google AI Mode is remarkably similar to the conversion rate for organic traffic.
The data provided by the study showed that organic traffic has a general conversion rate of 4.6% — compared to a 4.87% conversion rate for traffic that is driven by LLMs. When the study further explored the data under statistical settings, the difference in conversion rates was even closer.
AI Traffic Leads vs Organic Traffic Leads
You may be asking — why does this matter to my law firm, isn’t any lead valuable? Online leads that translate into conversions are valuable to a law firm, no matter how they happen, but there are claims that AI-powered leads and referrals are more valuable and lead to higher quality clicks. But is that totally true?
A study performed by Dan Taylor of SALT.agency indicates that website visitors who arrive via organic traffic are more engaged than online visitors who arrived via AI platforms — but the study did also show that visitors from AI platforms are more engaged in a few select markets like healthcare and careers.
With similar conversion rates and quality leads from both sources, the key difference between organic traffic leads and AI traffic leads is volume. The previously-mentioned study performed by Amsive also found that website traffic from AI platforms like ChatGPT, Gemini, and Google AI Mode represented less than 1% of sessions. By comparison — organic traffic was responsible for an estimated 32% of website sessions.
READ MORE: Why Link Building is Important in the AI Era?
Conclusion
If your law firm is taking a closer look at how Artificial Intelligence will impact your website and your online traffic, you may be asking — does AI traffic still convert for law firms?
The short answer is Yes. Website traffic that arrives via ChatGPT, Gemini, Google AI Mode, or a different platform has a similar conversion rate to organic traffic and can provide higher quality engagement and leads in select markets, like healthcare and career searches. And while it is true that all leads are valuable — including AI-powered leads — it is important to note that AI-driven traffic represents a smaller percentage of overall website traffic when compared to organic traffic.
Armed with a better understanding of how AI traffic leads and organic traffic leads are different, you can make more informed decisions about the digital marketing strategies used for your law firm. This can help you better allocate your resources when it comes to digital marketing and drive long-term success for your law firm.
Contact the Civille Team today to learn more about our custom law firm websites and how our SEO, content marketing, and digital marketing services can help you make the most of AI and organic traffic!
