Date: January 27, 2026
Time: 1:00 p.m. CST
Sponsored by: 
Domain: Business Development
BoK Competencies: Sales Techniques, Website Development and Management
In the first session, Rory Grant (former law firm CMO, now Chief Growth Officer at Squiz)
showed how modern platforms and AI-powered search create the data foundation AmLaw 200
marketers need to prove ROI and surface opportunities. This follow-up zeroes in on the content
structure and workflow that determine whether your expertise is visible when clients ask
questions through AI.
Prospects now use ChatGPT, Claude, and Google’s AI features for guidance before they ever
reach your site. Whether your firm appears in those answers depends on how “LLM-ready” your
content is—how clearly it’s organized, how well models can interpret it, and whether you’ve
tested it for answerability. We’ll move beyond “plain English” to a practical, repeatable workflow
that blends UX, content strategy, and LLM-driven discoverability.
This session will demonstrate how conversational search on your website elevates user
experience while revealing the real questions clients ask. You’ll see how LLM-based testing
exposes content gaps, informs updates to bios and practice pages, and improves on-site and
off-site visibility as models evolve. The session is vendor-neutral and focused on practical steps
law firm marketers can use to strengthen BD signals and uncover revenue opportunities.
Learning Outcomes:
- Understand how LLMs interpret content and why architecture drives discoverability and answerability across AI platforms
- Discover how conversational search reveals client intent, uncovers content gaps, and surfaces early-stage opportunities
- Explore content strategies - schema, question-led optimization, and AI-ready formatting - that improve on-site search and off-site visibility
- Discuss a practical workflow (UX + content strategy + LLM testing) to continuously tune content as models change
Presenters:
Joel Goodman, VP Growth Strategy, Squiz
Rory Grant, Chief Growth Officer, Squiz
Price:
Members: Complimentary
Prospective Members: $79
Hosted on: 