Clarion’s case for AI search: +255% AI Overview citations

How we helped Clarion grow AI visibility as legal searches become zero-click journeys

Legal search is no longer an open-and-shut case. People are still seeking reassurance, clarity, and genuine expertise from those who know what they’re talking about. But they’re increasingly finding answers through AI platforms such as ChatGPT and Gemini - also known as large language models, or LLMs - before they ever reach a law firm’s website.

For many firms, that shift means less visibility and fewer opportunities to convert the right enquiries. Paid media can help fill the gap, but it’s an expensive place to become over-reliant.

As Clarion’s long-standing SEO and development partner, we’ve helped them take a different approach: defending a strong organic position, growing visibility across AI-led discovery and strengthening the website experience around that demand.

The challenge

Clarion already had a strong organic presence, backed by expert-led content (and an SEO partner that really knows their stuff). But with search shifting fast, a “this has always worked before” approach wasn’t quite going to cut it.

Our challenge was to help Clarion’s expertise travel further. And not just across traditional search results, but into the messier, more fragmented world of LLMs, AI answers and zero-click journeys.

At the same time, their onsite experience needed attention. Faster load speeds, stronger technical foundations and more streamlined routes through the site would help people arriving with legal questions quickly find support, without wrestling with the website first.

Structuring content for search and AI

Clarion’s solicitors write their own insight content, bringing the legal expertise that makes the guidance useful in the first place. Our role was to shape that around how people search now, and earn more attention.

Working collaboratively with the team, we gave strategic direction on FAQs, key facts and topic clustering, helping priority pages become more accessible to users and easier for search engines, AI Overviews and LLMs to understand.

For topics like discretionary trusts, prenups, mutual wills and gifting property, the focus was simple: make the most useful and in-demand answers easier to surface.

Strengthening authority signals

For legal content to perform, it needs to show the expertise behind the advice upfront. We improved author profiles and structured data, helping search engines, AI systems and users connect Clarion’s guidance with the people qualified to give it. That meant adding stronger cues around experience, expertise, authority and trust - widely known as E-E-A-T - across priority content.

We also optimised the site's technical architecture, stripping away indexing conflicts so search engine crawlers and AI bots could map Clarion’s content with zero friction.

Improving site speed, UX and conversion journeys

Visibility gets people to the front door. The onsite experience decides what happens next.

Alongside our SEO work, we improved the speed, accessibility and usability of Clarion’s website, creating a faster, smoother experience across key pages. That meant strengthening the technical foundations, reducing anything that slowed the site down and making important actions easier to take.

From optimised media loading and lighter third-party elements to more accessible components and clearer CTAs, the focus was on reducing friction and building confidence at every touchpoint.

The results

AI search has led plenty of legal firms to reach for the panic button. Or the paid media budget. Sometimes both.

That’s not the case for Clarion, who now have a much stronger footprint across the places people are looking for legal guidance, from traditional search results to AI-led discovery.

In April 2026 alone, Clarion was cited 195 times in AI Overviews, a 255% year-on-year increase, while LLM visibility also grew by 161%, reaching 319 citations.

Just as importantly, traditional organic performance rose too. In a sector where many firms are seeing organic traffic fall, Clarion’s organic sessions increased by 34% to 15,008 in April 2026.

So while the search journey gets messier, Clarion is growing visibility on both fronts: showing up in AI-led discovery and strengthening the organic channel that continues to bring people closer to the legal guidance they need.