MLT Digital’s CEO, Stephen Moore, has recent published an article with a bold but realistic prediction that within five years most clients will not visit a law firm’s website to book an appointment.
Instead, per the article “In the next 5 years people won’t visit your website” they will instruct personal AI agents to find, qualify, and schedule with the right solicitor. Those agents will talk directly to a firm’s digital agent to check availability, complete compliance steps like ID and AML, and gather initial information before any human conversation happens.
This flips the design brief for legal websites. Rather than building for human clicks, firms should create machine-readable service hubs that can converse with client agents using Generative Engine Optimisation principles and API-style interfaces.
“In the next five years, clients will not visit your website. Their AI agents will.”
Why this matters now
- Client journeys compress from days to minutes when agents handle search, triage, and onboarding.
- In your law firm’s digital marketing, it’s important that website UX shifts toward structured data, service endpoints, and agent-to-agent messaging.
- Winning firms map services, availability, fees, and intake into machine-readable formats so AI can complete tasks autonomously.
Practical next steps to prepare
- Adopt GEO practices so agents can verify expertise, reviews, and scope quickly.
- Inventory services and encode them with clear inputs, outputs, fees, and availability.
- Pilot an AI reception layer that can prequalify and route matters securely.
FAQs
What is an AI appointment agent for legal services?
An AI appointment agent is software that interprets a client’s instruction, finds suitable firms, checks availability and requirements, and books the meeting without the client using a website.
How do law firm websites need to change?
They should act as machine-readable service hubs with structured data, documented service offerings, intake endpoints, and availability so client agents can complete tasks.
What is Generative Engine Optimisation in this context?
GEO is the practice of structuring content, data, and services so AI systems can understand, verify, and action a client’s request, including evidence of expertise, reviews, fees, and process.
Can AI agents handle compliance like ID and AML?
Yes. With secure integrations, agents can request ID, run checks, and pass verification results to a firm’s systems ahead of the meeting.
How should pricing and fees be presented?
Expose typical fee models, fixed-fee examples, and scope notes in structured formats so agents can compare and explain costs to clients.
What metrics show this is working?
Agent-originated bookings, prequalified leads, time-to-appointment, verified-intake completion rates, and conversion to instructed matter.
Will this replace human intake teams?
No. It reduces manual steps and lets humans focus on complex triage, empathy, and higher-value client conversations.
How do firms keep data private and secure?
Use audited vendors, encrypted data flows, strict access controls, and data minimisation. Document DPIAs and client consent.
What content helps agents choose a firm?
Clear service definitions, jurisdictions, team bios, testimonials, case studies, accreditations, and availability. All should be verifiable and structured.
Where should a firm start?
Prioritise your highest-volume service, define the intake and outputs, publish structured data, and pilot an agent-friendly booking flow.
