At Google I/O 2025, one message came through clearly: search is going AI-first.
That means generated summaries will often appear at the top of the results page, with a few select pages cited beneath. These summaries aren’t pulling from your entire website. Instead, they’re picking and choosing what feels most relevant, readable and useful.
If your site isn’t written and structured with both humans and machines in mind, it may simply be left out.
Put simply…ignored.
What’s changing (and what’s not)
AI search isn’t replacing everything. At least not yet. Most users will still click through to websites. But how they get to you, and what impression they form along the way, is changing. If the summary answers their question and your site isn’t cited, you may miss out.
The good news? If your content is already in decent shape, this is about making thoughtful improvements, not starting from scratch.
What good looks like in AI-mode
A few things matter more now than they used to:
- Answer the actual question. Focus on what clients are really asking, and answer it clearly and early.
- Go deeper than surface-level content. The summaries draw from detailed, useful pages, not vague overviews.
- Make your content ‘liftable’. One question, one neat paragraph. Easy for Google to grab, easy for readers to understand.
- Include FAQs. And use proper schema so machines recognise them.
- Attribute your authors. Bio pages and named authors build credibility, both with humans and machines.
- Check the technical side. Fast load, mobile-friendly, well structured, with no confusing dead-ends.
- Secure relevant mentions and links. Google is looking at your wider digital footprint too.
- Optimise your images. Descriptive file names and proper alt text help more than you think.
- Prioritise your homepage. AI journeys often start there. Make it clear what you do and who you help.
Plain language is a ranking tool now
AI understands structure and clarity. Your clients do too.
That means the usual plain language advice applies (the very same principles outlined in our plain language whitepaper):
- Keep sentences short.
- Use clear headings.
- Stick to the active voice.
- Lead with the important bit.
- Cut the clutter.
If your site is packed with long, lawyerly paragraphs or internal jargon, it’s not just hard to read, it’s also hard to rank.
Structure pages for humans and machines
Use headings properly. Break up long sections. Write concise meta descriptions. Add a quick “so what?” check – is it clear why each section matters?
For content to be picked up in summaries, each paragraph needs to stand on its own. Avoid burying the point in a wall of text. FAQs, bulleted lists and single-topic paragraphs make things easier for both researchers and robots.
Need some practical help? Take a look at our website content checklist.
SEO meets UX in the AI age
It’s not just about keywords anymore. AI search is trying to match real intent with trustworthy, easy-to-understand content. If your page answers the wrong question (or buries the answer under a pile of preamble) it may get skipped.
Think:
- Are you using the language clients actually use?
- Is the value of the page obvious?
- Can someone land, scan and act easily?
If not, there’s a good chance you’re losing visibility, even if your search rankings look fine on paper.
Legal directories and AI search are now intertwined
Directories researchers increasingly use online summaries, PR and search as one way of verifying your claims. If your submission says you lead in a sector or service, but your website doesn’t back that up, it may raise a red flag.
Try this quick check:
- Does your homepage support your key practice strengths?
- Do bios and service pages use consistent language?
Are past matters, testimonials or press included (in some form)? - Are PR and submissions aligned, or are they saying different things?
Think of it less as a one-off update, and more as a joined-up content system.
Monitor and iterate
Once you’ve refreshed your site, keep an eye on which of your pages are showing up in AI summaries, how your content is being paraphrased, and which firms are showing up alongside you (post-launch monitoring is another core step in our website content checklist).
You won’t catch everything, but even checking monthly will help you spot patterns and adjust your strategy.
Where to start
Start with your most important pages, the ones that explain what you do, who you help, and why clients come to you.
Check whether they go beyond the surface:
- Do they offer enough depth to answer real client questions?
- Are you using the language your audience would search for?
If not, it’s time for a refresh.
If you’re not sure where to start, work your way through our quick wins checklist:
- Add FAQs (and mark them up properly using schema).
- Review your author bios and link them to relevant articles, news and practice areas.
- Don’t forget your homepage. Many AI-generated search journeys begin there, so make sure it clearly lays out your key services and strengths.
- Review image alt text and file names.
- Check for broken links.
- Make sure your site loads quickly and works well on mobile.
Finally, take a step back and check that your PR, submissions and website content are all pointing in the same direction. If they’re not, it’s worth fixing, for both rankings and real-world trust.
How ELE can help
At ELE, we work at the intersection of great legal content, plain language, and digital strategy. If you’re not sure whether your site is AI-ready, we can show you where to improve, from structure and messaging to SEO and content clarity.
If you need help rewriting pages so they speak clearly to both humans and machines, we’ve got that covered too. We also offer ongoing copywriting support post-launch, helping you keep pace as AI search evolves.
AI-first search is here, there’s no getting around it. Those who thrive will be the ones that speak clearly, to humans and machines alike.
