Learn to review professional recommendations with a critical eye.
Build a structured process for checking how your estate-planning practice appears in AI answers. Learn to distinguish supported information from uncertain or inaccurate claims.
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Build a verified reference before judging an AI answer
Create a reference sheet from information the firm has approved for public use. Include the firm name, offices, contact details, current lawyers, relevant jurisdictions, actual practice areas and consultation arrangements. Link each entry to its authoritative public page or a current professional directory entry where available. Record who confirmed the information and when it should be checked again. Keep client facts and internal matter details outside this exercise.
This reference makes review decisions consistent. A recommendation for estate litigation may be incorrect when the firm only provides planning and administration. A claim that a lawyer holds a particular credential may be unsupported until it is checked. A missing mention of a service is an omission, not necessarily an error. Giving these situations different labels prevents the report from treating every unfavorable observation as a technical problem or every favorable statement as a verified fact.
Capture enough context to investigate the actual claim
Use a review record with the complete question, platform, date, visible location context, the exact business description and any displayed sources. Break the answer into individual claims: who the firm is, what it does, where it practices and how to contact it. Check each claim against the reference. Open the cited page and record whether it supports the particular statement. The presence of a link beside an answer is not proof that the linked page substantiates every sentence.
For example, a hypothetical recommendation may correctly identify the firm's office but describe a lawyer who has left. Record the accurate office separately from the outdated person. Examine your biography pages, staff listings and visible directory sources before assigning a cause. If none explains the statement, retain an unknown-source finding. This gives the firm a useful correction plan without pretending to know which hidden information or process produced the answer.
Route findings by impact and control
Prioritize incorrect contact information, wrong jurisdiction and unsupported professional claims ahead of minor wording preferences. For each issue, name the factual correction, the page or profile involved, the person who can change it and the reviewer who confirms the wording. An outdated page under the firm's control can be corrected directly through its normal process. A third-party directory may require a documented update request. An unexplained answer needs monitoring and the platform's available feedback route rather than a fabricated source correction.
Save the approved change and repeat the same scenario later, recording any differences. A corrected website is a completed action; a changed AI answer is a separate observed result. Report both honestly. Do not promise immediate propagation or use a single successful retest as proof that all future answers are corrected. The review is valuable when it gives the firm a defensible record of public information quality and clear ownership of the next action.
Questions and answers
How should we respond when AI lists a lawyer who has left the firm?
First confirm which public pages still describe the lawyer as part of the practice. Check the team page, individual biography, practice pages and the external sources shown in the answer. Update inaccurate material the firm controls and request corrections from relevant directories. If a historical biography remains for a legitimate reason, make its status clear and remove misleading links from current service pages. Record the AI statement and the date so later checks can be compared. Do not claim the problem is solved everywhere merely because your website is corrected; different services may continue to display older or conflicting information.
What if an AI answer calls us the best estate-planning firm?
Treat the phrase as an unverified description from that system, not an award or an endorsement you can adopt. Record the context and inspect any explanation or sources. A ranking word may have no clear methodology, may vary between sessions, and may conflict with professional advertising requirements if repeated in your own marketing. Your reviewer should decide whether any proposed use is appropriate under the rules that apply to the firm. For the review itself, focus on verifiable information: services, jurisdiction, current lawyers and contact details. Those facts are more actionable than attempting to preserve a flattering adjective.
Can a marketing assistant conduct the review without reading client files?
Yes. Give the assistant an approved public-information reference, a defined set of hypothetical scenarios and a clear classification guide. They can capture answers, open the displayed links and compare factual claims without using a real client's name, documents or circumstances. Assign professional questions, such as the meaning of a qualification or scope of practice, to a lawyer. The assistant's task is to record evidence and proposed updates, not to decide legal accuracy independently. A short worked example helps: correct office, outdated biography, unsupported specialization and missing citation should be four separate findings with different next steps.
How many prompts do we need to monitor to get a useful result?
Begin with a manageable set covering the practice's main services and real locations, including a few scenarios that reveal important differences such as planning versus administration. There is no magic sample size that proves how every prospective client will see the firm. Keep the wording and context stable enough to compare runs, and add a scenario when it addresses a real service question or a recurring inaccuracy. Report the size and limits of the sample. Ten carefully documented observations can support specific corrections; hundreds of unrecorded prompts can still leave the firm unable to explain what changed or whether the descriptions are accurate.
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