What a Free AI Visibility Audit Reveals: A Walkthrough of One Michigan Law Firm's Marketing Score

An AI Visibility Audit is not a sales tool dressed up as a deliverable. It is a real benchmark that surfaces the specific gaps keeping a Michigan law firm from being recommended by ChatGPT, Perplexity, Gemini, and Google. Here is exactly what the audit measures — and the kinds of issues it typically reveals.

Entity Clarity

Is your firm one entity across the web, or five slightly different ones? The audit checks that your business name, address, phone, and website (NAP+W) are consistent across every directory, social profile, and review platform that matters. Most Michigan firms fail this in a dozen places without realizing it.

Structured Data and Schema

Attorney, LegalService, AttorneyAtLaw, Organization, LocalBusiness — the right schema wraps your firm the way AI expects to see it. The audit confirms which schema types are present, where they are missing, and whether they are valid.

AI Summarization Quality

We ask ChatGPT, Perplexity, and Gemini to describe your firm to a potential client and capture what they say. The audit scores how accurately you are summarized, how often you appear in recommended-firm queries, and where competitor firms beat you for the same prompts.

Citation Footprint

Every authoritative citation is a vote of confidence in your entity. The audit maps where you are listed (Avvo, Lawyers.com, FindLaw, BBB, court records, regional press), where you should be, and how often the listings match your firm exactly versus a near-duplicate phantom entity.

The output is a Marketing Score (0–100) across nine categories, plus a 90-day priority roadmap. If you would like a free audit for your Michigan firm, book a call and we will run one this week.