Do B2B clients really consult ChatGPT to choose a firm or consultancy?

Yes, and increasingly so. CFOs, CEOs and in-house counsel consult AI especially when they need a service outside their usual area of expertise.

How is this different from appearing in Chambers or Legal 500?

Chambers and Legal 500 are prestigious directories. AI draws from them but also from press, blogs and your own content. Mentio measures the AI's final recommendation, not your position in a directory.

Does it work for very local firms or only large ones?

Both. Local firms often discover that AI ignores them because they have no digital presence beyond their website. Mentio gives you the precise diagnosis.

Can I analyze multiple practice areas in the same report?

The analysis focuses on your firm as a brand, but questions are segmented by practice area. You can re-run analyses focusing on different areas.

How is this different from traditional SEO for the sector?

SEO works your Google ranking. GEO works the recommendation from ChatGPT, Gemini and Perplexity. They're distinct channels that coexist and both influence B2B client decisions today.

My firm is very niche — does GEO make sense?

Especially. Niche firms often discover that AI doesn't associate them with their specialization. Mentio gives you the data to fix that with content and presence in the right sources.

Can I measure the impact of a legal or industry PR campaign?

Yes. Re-run the analysis before and after. The Mentio Score shows you the real change in visibility per LLM.

Can Mentio compare me with Big Four or large firms?

Yes. On Pro you can add up to 5 competitors, Enterprise up to 10. They're shown in the competitive radar and visibility ranking.

GEO for professional services

Does ChatGPT recommend your firm when someone seeks professional advice?

B2B clients research through AI before requesting a proposal. Find out if your firm shows up — and what to do if it doesn't.

Analyze your brand free

No credit card required Results in 2 minutes Full AI coverage

mentio.tech/dashboard

Mentio Score

Excellent

Visibility

86%+12%

Position

#1.3

Top 2 avg

LLMs

5/5

Competitive Radar

Your brand

Competitors

Visibility ranking

Your brand94%

Competitor A78%

Competitor B65%

Competitor C41%

Visibility by model

ChatGPT

96%

Claude

88%

Gemini

82%

Grok

74%

Perplexity

68%

5 LLMs

analyzed per brand (ChatGPT, Claude, Gemini, Grok, Perplexity)

25+ questions

auto-generated for your practice area

2 minutes

to get your full report

Why your firm needs GEO

Professional services have historically been sold through referrals, specialist directories (Chambers, Legal 500, Financial Times) and niche SEO. A solid mid-tier law firm or consultancy lived on offline recommendations, industry events and Google rankings for searches like 'best M&A firm in London' or 'digital transformation consultancy for SMEs'. That world still exists, but there's a new layer on top. CFOs, CEOs and in-house counsel are consulting ChatGPT, Gemini and Perplexity before requesting the first proposal: 'What consultancies are reliable for ERP in the food industry?', 'Any recommended firm for a shareholder dispute in London?', 'Trustworthy tax advisory for expats that won't break the bank?'. AI doesn't return a sponsored ranking — it gives 2-3 firms with a justification about their specialization, reputation or size. In professional services, the weight of an AI recommendation is disproportionate because the client often has zero prior knowledge about a sector (IP, pensions, compliance). If your firm isn't in those initial 3 recommendations, you don't make the shortlist and you'll never know why. Generative Engine Optimization for professional services measures exactly how AI positions you, what competitors it puts ahead of you, and what reputation it builds about your firm from press, directories and your own content.

Very high-ticket decision

A B2B client can bill hundreds of thousands per year. A single lost recommendation is one of the biggest commercial leaks of the fiscal year.

Reputation over ads

In professional services, clients distrust those who buy visibility. AI rewards built authority: articles, media appearances, reviews from former clients.

Search by problem, not by firm

The client asks by problem ('collective labour dispute in healthcare', 'GDPR compliance audit'). AI decides which firm to associate with each problem. That association either brings the lead or leaves you out.

Directories and press cited

Chambers, Legal 500, Financial Times, The Lawyer, industry media. AI aggregates these sources. If your firm doesn't appear in them, it's invisible in the recommendation.

No industry SEO ceiling

AI can recommend you for 'compliance consultancy for fintech' or 'law firm for startup co-founder disputes' even if you don't rank for those phrases on Google.

What AI actually says when clients search for professional advice

This is a real example of the kind of response ChatGPT generates when someone seeks professional advice. Mentio analyzes hundreds of questions like this for your firm.

Question to ChatGPT

I need a law firm in London specializing in employment litigation for the tech sector — any recommendations?

For employment litigation in the tech sector in London, here are 3 firms that frequently appear in legal press: • [Name A] — Firm with a specialized employment practice, with recognized experience in tech company and startup disputes. • [Name B] — Mid-size firm with a strong employment team, has handled collective cases in software companies. • [Name C] — Boutique practice specializing in employment law, with regular clients from the digital ecosystem.

Mentio detects hundreds of questions like this for your practice area and tells you exactly how many mention you, in which position, and what attributes AI assigns to you (or doesn't).

What Mentio shows you about your firm

Mentio runs a complete generative visibility analysis built specifically for professional services. These aren't abstract metrics — they're answers to the questions a potential client would ask before requesting a proposal.

Intents by practice area

We analyze visibility by specific area (employment, corporate, tax, IT, IP) because a single firm can be a reference in one and invisible in another. Your Mentio Score is segmented by practice.

Real competitors in the response

Not always the firms your team tracks. AI can recommend specialist boutiques, regional firms or Big Four divisions that weren't on your competitive radar.

Perceived reputation

AI describes you with adjectives: 'prestigious', 'expensive', 'boutique', 'traditional', 'innovative', 'SME-focused'. That profile influences what type of client reaches out.

Industry sources cited

Chambers, Legal 500, professional directories, business media, legal blogs. Mentio identifies the sources feeding your AI reputation and the ones that are empty.

Mentio adapts to every type of professional services firm

A law firm and a transformation consultancy have different needs, but both need GEO.

Law firms

Your capital is authority in specific areas. Mentio detects whether AI associates you with the practices you want to grow — or pigeonholes you in the ones you're trying to leave behind.

Strategy and transformation consultancies

You compete with Big Four and niche consultancies. Mentio tells you for which specific problems (ERP, culture change, operational efficiency) you appear and where you've lost share to emerging competition.

Tax and employment advisories for SMEs

A saturated market with extreme sensitivity to trust. Mentio detects what attributes AI assigns to you: 'approachable', 'digital', 'freelancer specialist', 'tech-enabled'.

Architecture, engineering and technical firms

Very high-ticket projects with long decision cycles. Mentio tells you in which project types you appear (premium residential, retail, infrastructure) and where you're invisible.

How a professional services analysis with Mentio works

Three steps. Two minutes. A report your team can act on.

Enter your firm (30 seconds)

Add your firm, main practice area and city. Optionally add direct competitors or reference firms in your sector.

Mentio generates real questions (automatic)

We generate 25+ real questions B2B clients ask AI about your specialty — from generic to highly specific intent queries.

Get your Mentio Score and action plan (2 minutes)

You receive your Mentio Score by practice area, ranking, perceived reputation and action plan in 2 minutes.

You can re-run the analysis whenever you publish a relevant article, win a high-profile case, or reposition.

We're a mid-size firm with 40 years of offline reputation. Discovering that ChatGPT didn't even mention us for our strongest practice area was a shock. Mentio gave us the exact diagnosis: we weren't in Legal 500 and had no blog. Twelve months later, that's changed.

— Managing Partner, law firm

Frequently asked questions

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