AI Search Took Your Website Traffic: Rebuilding Law Firm Visibility and Client Intake

David Arato, Founder & CEO | Lexicon Legal Content

David Arato holds a JD from Saint Louis University School of Law and is the founder and CEO of Lexicon Legal Content, an attorney-owned legal content and SEO agency he launched in 2012 with his wife and business partner Erin Fitzgerald, a licensed attorney. Lexicon produces attorney-reviewed, bar-compliant content for law firms across practice areas and serves as the white-label content partner for legal marketing agencies nationwide.

• Education & Credentials

David Arato earned his Juris Doctor (JD) from Saint Louis University School of Law. He is an attorney and the founder and CEO of Lexicon Legal Content, an attorney-owned legal content and SEO agency established in 2012 alongside his wife and business partner, Erin Fitzgerald, a licensed attorney.

• Recognition & Leadership

David’s commentary has appeared in Attorney at Law Magazine and through the ABA Law Practice Division, and he speaks regularly on legal content strategy, E-E-A-T, and AI search on industry podcasts and panels.

• Professional Involvement

David Arato is actively involved in advancing conversations around legal marketing, content strategy, and emerging AI technologies within the legal industry. Through his published commentary and speaking engagements, he shares insights on legal content strategy, E-E-A-T, AI search, and the importance of creating trustworthy, bar-compliant content for law firms.

• Experience

David built Lexicon around a premise that has only become more relevant with AI: content that any competitor could have published will not earn trust from a reader or a citation from a search engine. His legal training shapes how the agency approaches bar compliance and editorial substance, and his work in recent years has focused on how law firms become the sources AI tools name when a prospective client asks for a recommendation.

Gyi Tsakalakis, Founder and President | AttorneySync

Gyi Tsakalakis is the founder and president of AttorneySync, a digital marketing agency dedicated exclusively to law firms. A licensed attorney turned legal marketing strategist, Gyi helps law firms build sustainable client development strategies through search engine optimization (SEO), local search, content marketing, website optimization, artificial intelligence, and ethical digital marketing practices. Drawing on his legal background and extensive marketing experience, he advises attorneys nationwide on how to grow their practices while maintaining compliance with professional responsibility rules.

• Education & Credentials

Gyi earned his Juris Doctor from University of Minnesota Law School after receiving his bachelor’s degree from University of Michigan. He is a licensed attorney whose career evolved from the practice of law into legal marketing consulting, where he combines his understanding of legal ethics with expertise in digital marketing, SEO, and business development for law firms.

• Recognition & Leadership

As founder of AttorneySync, Gyi is widely recognized as a leading authority on legal marketing and attorney ethics. He has built one of the legal industry’s best-known agencies focused exclusively on helping law firms improve online visibility and client acquisition. His insights on search engine optimization, local search, AI-powered marketing, and legal ethics have made him a sought-after speaker for bar associations, legal conferences, and professional organizations throughout the United States.

• Professional Involvement

Gyi is an active educator, author, and podcast host within the legal marketing community. He frequently presents continuing legal education (CLE) programs and industry conferences on topics including SEO, Google Business Profiles, artificial intelligence, law firm marketing, online reputation management, legal ethics, and digital advertising. He co-hosts the Lunch Hour Legal Marketing podcast and regularly publishes articles, videos, webinars, and educational content helping attorneys understand emerging technologies and effective marketing strategies while complying with attorney advertising rules.

• Experience

For more than a decade, Gyi has advised solo practitioners, boutique firms, and national law firms on developing data-driven digital marketing strategies. His experience includes search engine optimization, local SEO, website architecture, content strategy, AI-enhanced marketing, conversion optimization, online reputation management, analytics, and client acquisition. He works closely with law firms to improve organic search visibility, generate qualified leads, optimize Google Business Profiles, and integrate emerging technologies into their marketing efforts. His unique combination of legal training and marketing expertise enables him to provide practical guidance that aligns business development objectives with the ethical obligations governing attorney advertising and client communications.

SESSION 1 – Getting Your Law Firm into AI Search Results: What Wins Citations in ChatGPT, Google AI Basics, and Perplexity | 12:00pm – 1:00pm

Prospective clients are increasingly starting their search for a lawyer inside AI tools rather than a list of blue links. When someone asks ChatGPT or Google’s AI Basics to recommend a personal injury attorney in their city, a handful of firms get named and everyone else disappears. This session breaks down how large language models select and cite sources, why traditional SEO tactics no longer map cleanly onto AI visibility, and what practical steps a firm of any size can take to become the answer rather than a footnote. Attendees will leave with a working understanding of AI-driven search behavior, a framework for auditing their own firm’s visibility, and an awareness of the advertising and ethics questions this shift raises for licensed attorneys.

BREAK | 1:00pm – 1:10pm

SESSION 2 – Law Firm Business Development with AI Search | 1:10pm – 2:10pm

This webinar explores how artificial intelligence is transforming the way prospective clients search for legal services and how law firms must adapt to remain competitive. As more consumers turn to AIpowered tools such as ChatGPT and Google AI Mode instead of traditional search engines, firms face new opportunities and challenges in attracting and converting clients. Attendees will examine how user search behavior is evolving, why conventional marketing attribution models are becoming less reliable, and what these changes mean for law firm business development. The session will also provide practical strategies for improving visibility, credibility, and discoverability in AI-driven search environments, helping firms position themselves for success as the legal marketing landscape continues to evolve.