The new plaintiff journey: How consumers find attorneys in the AI search era

For years, consumers who were searching for legal help often followed a familiar path: experience a problem, search online for answers and eventually find an attorney who may be able to help. AI search is reshaping that journey by giving consumers new ways to ask questions, find legal information and explore their options. 

For law firms, that shift is also changing how they reach potential plaintiffs. 

Sarah Mirando, Director of Marketing at Top Class Actions, shares her insights into the role of AI in plaintiff acquisition, what these changes mean for law firms and how they can adapt as the plaintiff journey evolves.

Search is becoming a conversation

For years, online search followed a familiar pattern: A consumer identified a problem, entered a few keywords into a search engine and clicked through different websites looking for answers.

AI search is changing that process.

Instead of knowing the right legal terminology, consumers can describe what happened in their own words. Then, an AI search tool can help identify the potential issue, explain relevant legal concepts and suggest possible next steps. 

As a result, the traditional plaintiff journey may be changing from:

Problem → keyword search → multiple websites → possible attorney

to:

Problem → AI conversation → issue identification → eligibility questions → verification → action

For law firms, this changing search behavior creates a new challenge. Consumers may get answers to their initial questions without ever visiting a law firm’s website. Firms that once relied on informational searches to introduce people to their brand may need to find new ways to reach potential plaintiffs.

Why law firms need both SEO and GEO

One way law firms can adapt is by expanding how they think about search optimization. Traditional search engine optimization (SEO) remains important, but law firms must also consider generative engine optimization (GEO): creating authoritative content that can be discovered, understood and referenced by AI search tools.

SEO and GEO are not competing strategies. Law firms still need content that performs well in traditional search, but they also need to consider whether that content provides the context, expertise and useful information AI search tools look for when generating answers. The goal is to build visibility across traditional search methods and new AI search tools.

What makes legal content trustworthy to AI search tools

When it comes to AI search tools, strong performance starts with the fundamentals: a well-performing website, clear page structure, credible authorship and original, well-sourced content. These elements make legal information easier to access, understand and evaluate — for both search tools and the consumers looking for answers.

But strong legal content should do more than explain an issue. It should help consumers understand whether that issue may apply to their circumstances, determine whether they may qualify to take action and identify an appropriate next step.

By providing useful, credible information throughout that process, law firms can build trust and establish authority before a potential plaintiff is ready to contact an attorney.

Reaching potential plaintiffs requires more than publishing content

These shifts can seem daunting, but adapting does not mean law firms need to build a full-scale media operation in-house. 

Instead, law firms can combine their legal expertise with the reach of an established media partner. Attorneys bring subject-matter knowledge and legal services, while the right partner can provide consumer education, trusted distribution and an established audience.

Together, those capabilities can help support the new plaintiff journey:

Problem → AI conversation → issue identification → determining potential eligibility → connecting with an attorney

How TCA helps law firms navigate the new plaintiff journey

As a trusted, established media partner, Top Class Actions gives law firms access to an audience that has been built over nearly 20 years of consumer-focused legal journalism. These consumers are actively seeking information about settlements, investigations and their legal rights.

TCA is also incorporating AI-powered tools into our site to help support the changing plaintiff journey. These AI products allow consumers to describe their experiences in plain language, identify relevant attorney-led investigations and better understand key eligibility criteria.

Our combination of trusted content, audience reach and technology helps firms connect with potential plaintiffs across multiple touchpoints and at different stages of their journey.

Staying visible as the plaintiff journey evolves

The way consumers search for legal information will continue to change, but their need for credible information and a clear path forward will remain the same. Top Class Actions helps law firms adapt to the evolving plaintiff journey by connecting them with potential plaintiffs across traditional search, AI search and other trusted channels.

Learn how Top Class Actions can help your firm reach potential plaintiffs.