In this episode of Your Law Firm Success Podcast, Stephen Moore is joined by Chris Davidson from MLT Digital to examine how artificial intelligence is reshaping digital marketing for law firms. The conversation focuses on how search behaviour is changing, what that means for lead generation, and why firms need to rethink long-standing assumptions about SEO.

Chris brings more than seventeen years of experience in online business generation. His perspective is grounded in practical results rather than theory, making the discussion especially relevant for firms that rely on digital channels for new enquiries.

One of the episode's central themes is the shift away from treating search engine optimisation as a single discipline. Chris explains that traditional SEO still matters, although it no longer tells the whole story. AI-powered platforms now influence how potential clients discover information, compare providers and decide who to contact.

Tools such as Google's AI overview and conversational platforms like ChatGPT are beginning to shape visibility in ways that standard rankings do not capture. This change has led to the concept of generative engine optimisation, where the goal is not only to rank but also to appear as a trusted source within AI-generated answers.

A key insight from the discussion is that traffic arriving through AI platforms behaves differently from traditional search traffic. While volumes remain lower at present, the quality of enquiries is often higher.

Chris notes that people who arrive via AI tools tend to be further along in their decision-making. They have already absorbed context and comparison before they reach a firm's website. As a result, conversion rates can exceed those seen from conventional organic search.

For law firms, this means fewer but more valuable enquiries, which changes how success should be measured.

The episode also covers the challenge of measurement. AI-driven referrals do not always appear clearly in analytics platforms, which makes attribution more complex. Chris stresses the importance of close monitoring, sound interpretation of data, and regular performance reviews.

Rather than chasing every new tool, firms benefit from watching how enquiries change over time and adjusting their approach based on evidence. This requires patience and ongoing attention rather than one-off optimisation work.

The conversation concludes with a clear message. Law firms do not need to abandon SEO, although they do need to broaden their thinking. Visibility now extends beyond rankings into AI-generated environments, and firms that adapt early are likely to benefit.

Continuous learning, testing, and adjustment will matter more than rigid adherence to old playbooks. Firms that treat digital marketing as an evolving system rather than a fixed checklist will be better placed to stay competitive.

This conversation is brought to you by ReceptIO, learn more here.

In this episode of the Your Law Firm Success Podcast, host Stephen Moore returns after a short break to explore one of the most talked-about topics in the legal world right now: AI integration.

Stephen is joined by Alex Hutchinson, an expert in helping boutique law firms implement technology to boost efficiency, productivity, and client service. Together, they break down how law firms can take practical steps toward adopting AI — starting with defining a clear narrative, identifying specific use cases, and understanding how these tools fit into existing workflows.

Alex also shares his perspective on the importance of aligning AI strategy with client expectations and firm-wide goals, offering actionable insights for legal leaders ready to embrace change.

If you're a managing partner, operations lead, or forward-thinking lawyer wondering how to make AI work for your firm, this episode is packed with practical advice to get you started.

⏱️ Episode Breakdown 00:00 – Welcome back to the Your Law Firm Success Podcast 00:42 – Introducing Alex Hutchinson: AI expert for law firms 03:15 – The common challenges law firms face with tech adoption 07:09 – Understanding AI’s impact on the legal industry 12:32 – Why every firm needs a clear AI narrative 16:56 – How to build your narrative from the ground up 17:10 – Crafting a firm-wide mission statement 18:02 – Adapting your message for different practice areas 19:11 – Communicating AI goals effectively across the firm 19:56 – Identifying realistic AI use cases 21:21 – Defining and documenting your use cases 24:03 – Implementing AI tools in legal practice 29:44 – The future of AI in the legal sector 32:07 – Closing thoughts and takeaways

Listen now to learn how to bridge the gap between curiosity and implementation — and set your law firm up for success in the age of AI.

In this episode, Stephen Moore sits down with Shaun Jardine to discuss the decline of hourly billing in the legal profession and the rise of value-based pricing. Together, they delve into the profound implications this shift has for clients, lawyers, and law firms. Topics include the challenges of adopting new pricing models, understanding client value, and how technology is revolutionising legal services.

Shaun draws on his experience as a consultant to highlight the importance of effective communication and change management within firms, while Stephen explores how value-based pricing can transform law firms financially. He also discusses the benefits of empowering lawyers to choose their clients and establish stronger, more transparent relationships.

The conversation takes a forward-looking turn as they consider the evolving legal profession, touching on the influence of technological advancements and the changing expectations of younger lawyers entering the field. Don’t miss this insightful discussion on the future of legal services and the transformative power of pricing innovation.

00:00 – Ditching the Billable Hour: An Introduction 02:49 – Value-Based Pricing: A New Paradigm 05:54 – The Challenges of Change in Legal Practices 09:10 – Understanding Client Value and Outcomes 12:12 – The Role of Technology and AI in Legal Services 15:02 – The Importance of Effective Communication with Clients 17:54 – The Penguin Metaphor: Change Management in Law Firms 21:13 – The Future of Legal Pricing and Client Relationships 25:02 – Value-Based Pricing: A Game Changer for Law Firms 30:39 – Empowering Lawyers: The Shift in Client Relationships 39:39 – Financial Outcomes: The Impact of Value-Based Pricing 46:54 – The Future of Law: Adapting to Change and New Generations