AI visibility tracker for law firms: the best options in 2026
The best AI visibility trackers for law firms: local legal prompts, city-level tracking, citation sources and published pricing, compared and ranked.
When someone asks an assistant "who is the best employment lawyer in Leeds" or "what should I do after a car accident, and who can help", the engine returns a short list of firms. Being on that list is the new first page. An AI visibility tracker shows whether your firm is on it, which competitors are, and which pages and directories the engine trusts. This guide compares the trackers that suit a law firm, with the pricing each vendor publishes.
This is a software comparison, not legal or marketing-compliance advice. Rules on attorney advertising differ by jurisdiction and bar, so have your own compliance process review anything you publish.
The short answer
Promptwatch is the best fit for most firms. It tracks visibility, share of voice, position and sentiment across the main assistants, shows the citations behind each answer, and identifies which AI-referred visitors reach your site and convert. For multi-office or regional firms, state and city tracking is available from the Business plan ($579 a month) and on every agency plan, and local GEO/SEO targeting pins a monitor to exact coordinates. That matters in legal, where nearly every query is local.
How legal searches differ
Legal prompts have three traits that change what you need from a tracker.
They are local. "Divorce lawyer in [city]" is meaningless without a place. Your tracker should be able to ask from the place.
They are practice-area specific. A firm that handles personal injury, employment and family law has three different competitor sets. Prompts should be tagged by practice area.
They lean on directories and review sites. Engines often cite legal directories, bar association pages, news and review platforms rather than firm websites. Citation analytics matters more here than in most industries.
Examples to track: "best personal injury lawyer in [city]", "do I need a lawyer for a small business dispute", "employment lawyer for unfair dismissal near [city]", "[firm name] reviews", "[firm] vs [competitor firm]". Include the brand and comparison types, not only discovery questions.
Ranked tools
1. Promptwatch
Pricing: Explore free (10 prompts, ChatGPT only), Essential $95 a month, Professional $245, Business $579, agency plans $199, $399, $799. Practice-area structure is handled with topics, tags and personas. Citation analytics shows page and domain citations, including offsite mentions where a firm is named without a link. Crawler logs start on Professional, useful for firms whose sites run on legal marketing platforms with unknown robots rules. The Content Agent, which plans and drafts content against gaps on a schedule, is on Business and Enterprise, with a review inbox so a lawyer approves before anything goes live.
Agency plans suit a legal marketing agency running many firms, with unlimited projects and city tracking. They do not include the Content Agent.
2. AthenaHQ
AthenaHQ Starter is $295 a month with 3,600 credits and 11 models. Enterprise adds multi-region support and persona targeting. A fit for a larger firm with an enterprise budget.
3. Scrunch AI
Scrunch AI Core is $250 a month, with 125 prompts, 5,000 responses and four LLMs, plus site audits and sentiment analysis.
4. BrightLocal Local AI Visibility
BrightLocal includes AI visibility on its Track, Manage and Grow plans, from $41 a month for one location on monthly billing. It tracks up to 20 prompts per location on ChatGPT, Google AI Mode and Google AI Overviews and scores each location against local competitors. A sensible choice for a single-office firm that already runs local SEO.
5. Local Falcon
Local Falcon scans from a grid of points around a location and maps where a business is recommended across ChatGPT, Gemini, Google AI Overviews, Google AI Mode and Grok. Monthly packages from $24.99 to $199.99. Good as a visual supplement, not a citations platform.
6. Profound
Profound is an enterprise platform (free 7-day trial, custom plan estimated near $40k a year). Built for large organizations rather than most firms.
Lower-priced monitors
Peec AI (from $95 a month) and Otterly.AI (Lite $29 a month, 15 prompts) track prompts and mentions, and suit a small firm that only wants a watch list.
Comparison table
| Tool | Entry price | Location handling | Citations | Content help |
|---|---|---|---|---|
| Promptwatch | $95/mo (free tier) | Country on paid plans, city from Business | Page and domain level | Gap analysis, Content Agent (Business+) |
| AthenaHQ | $295/mo | Multi-region on Enterprise | Yes | Action Center |
| Scrunch AI | $250/mo | Not stated | Yes | Recommendations |
| BrightLocal | $41/mo per location | Per location | Local focus | No |
| Local Falcon | $24.99/mo | Grid scans | Not the focus | No |
Who should pick which
- A multi-office or growing firm that wants one platform: Promptwatch.
- A single-office firm on a local SEO budget: BrightLocal.
- A firm that wants a visual local map: Local Falcon, alongside a platform.
- A legal marketing agency: Promptwatch agency plans.
What a tracker cannot do
It cannot guarantee that an assistant recommends your firm, and it does not provide legal or compliance guidance. Answers vary by run, engine and location. Judge by trends, and be careful about promoting any ranking to clients. Keep claims about results out of your marketing unless your own compliance process approves them.
First month
Pick two practice areas and one city. Write 20 prompts for each, include brand and competitor-comparison prompts, and run for four weeks. Read the cited sources. If a directory dominates, make sure your profile there is complete and consistent.