The best AEO tools for law firms in 2026 are OtterlyAI at $29 to $489 a month for most firms, Scrunch at $250 to $417 a month for larger prompt sets, Semrush’s AI search plans from $165 a month if you already use it, and Bing Webmaster Tools’ free AI Performance report for Copilot citations. Profound sells enterprise plans by quote, and Justia Elevate includes an AI Visibility Report for firms on its websites.
No tool changes what ChatGPT, Gemini, or Google AI Mode says about your firm. These products measure it. A law firm needs a measurement baseline, because the 2025 Clio Legal Trends Report found 14% of consumers have used AI to answer legal questions and 43% more would consider it, and BrightLocal’s 2026 survey found 45% of consumers now use ChatGPT or similar tools to check local reviews.
This list names real products, with prices taken from each vendor’s pricing page and capabilities taken from vendor announcements. Every option has a stated limitation. Where a vendor does not publish prices, we say so.
What are the best AEO tools for law firms in 2026?
The best tools depend on how many prompts you track and whether you already pay for an SEO suite. For most firms, OtterlyAI or Semrush covers the need, Scrunch suits larger firms, and the free Bing report is worth turning on for everyone.
| Tool | Verified starting price | Coverage | Real limitation | Best for |
|---|---|---|---|---|
| OtterlyAI | $29 a month (15 prompts), $189 (100), $489 (400) | ChatGPT, Google AI Overviews, Perplexity, Microsoft Copilot | Four engines on listed plans, no Claude or Gemini named | Solo and small firms testing one or two practice areas |
| Scrunch | $250 a month annual ($300 monthly) with 350 custom prompts | ChatGPT, Claude, Gemini, Perplexity, Google AI Mode and AI Overviews, Meta | Higher entry price | Multi office firms with many prompts |
| Semrush AI search plans | $165.17 a month annual for 50 daily prompts, $248.17 for 100, $455.67 for 200 | ChatGPT, Perplexity, Gemini and others | Prompt counts are modest, bundled with SEO | Firms already using Semrush |
| Peec AI | Starter 50 prompts, Pro 150, Advanced 350 (dollar amounts not shown on the page we reviewed) | ChatGPT, Gemini, Perplexity, Microsoft Copilot and others | Starter covers one country | Firms that want country level tracking |
| Ahrefs Brand Radar | From $199 a month for custom prompts | Multiple AI indexes | Priced as an add on to Ahrefs | Firms already on Ahrefs |
| Profound | Enterprise by quote, 7 day trial with 50 prompts | Up to 9 answer engines | No public price, demo required | Large firms and networks |
| Bing Webmaster Tools AI Performance | Free for verified sites | Microsoft Copilot citations | Copilot only, CSV exports, no API | Every firm, as a free baseline |
| Justia Elevate AI Visibility Report | Included with Elevate websites at no extra cost | ChatGPT, Gemini, Copilot, Claude, Grok, Perplexity, Mistral | Only for firms on Justia websites | Firms already on Justia |
1. Best free option: Bing Webmaster Tools AI Performance
Bing launched its AI Performance report in February 2026 for sites verified in Bing Webmaster Tools. It exports total citations and unique pages cited by day, page level citation counts, and the grounding queries that triggered citations. It covers Microsoft Copilot only, and exports are CSV with no API, but it is free and it tells you which of your pages are actually cited.
2. Best entry level paid option: OtterlyAI
OtterlyAI’s Lite plan is $29 a month for 15 prompts across four engines, with unlimited team members and daily tracking. Standard is $189 for 100 prompts and adds API access, and Premium is $489 for 400 prompts. Annual billing gives a 15% discount.
3. Best for larger prompt sets: Scrunch
Scrunch Starter is $250 a month billed annually, or $300 monthly, with three seats, 350 custom prompts, and three personas. Growth is $417 annual or $500 monthly, with 700 custom prompts. A seven day trial is available without a card.
4. Best if you already pay for an SEO suite: Semrush or Ahrefs
Semrush’s SEO plans with AI search tracking list prices from $165.17 a month billed annually for 50 daily prompts. Ahrefs lists Brand Radar AI from $199 a month. Both make sense when you already use the suite for classic SEO.
5. Best law specific option: Justia Elevate’s AI Visibility Report
Justia says its report covers ChatGPT, Gemini, Copilot, Claude, Grok, Perplexity, and Mistral, aggregated into one snapshot inside the CMS dashboard, at no additional cost to Elevate users. Justia lists Elevate websites from $82.50 a month. The limitation is plain: you need a Justia website to use it.
How much do AEO tools cost for a law firm?
AEO tools cost $0 to about $490 a month for most firms, and enterprise tools are quoted. A single practice area in one city fits a $29 plan, while a multi practice, multi city firm usually needs the $189 to $489 range or an enterprise quote.
The price driver is prompt count, not features. A prompt is a question you ask AI engines on a schedule, such as “best divorce lawyer in Austin.” More practice areas, cities, and phrasing variants mean more prompts and a higher plan.
Free options exist. Bing’s report costs nothing, and manual testing costs only time: run your 20 most important prompts monthly in ChatGPT, Gemini, Perplexity, and Google AI Mode, and record who is named. Manual testing has no history or automation, but it is a fair starting point. For a broader tool comparison, see AI visibility tracking tools and best GEO tools in 2026.
Before you buy any tracking plan, see what the main assistants say about your firm today. Run a free AI visibility audit and use the results to choose your prompts.
How many prompts does a law firm need to track?
A law firm needs one prompt per practice area, city, and intent, multiplied by a few phrasings. A firm with four practice areas, three cities, and eight phrasings tracks about 96 prompts, which fits a 100 prompt plan.
| Firm profile | Practice areas | Cities | Phrasings each | Prompts | Plan that fits |
|---|---|---|---|---|---|
| Solo, one focus | 1 | 1 | 5 | 5 | $29 plan (15 prompts) |
| Small firm | 2 | 2 | 8 | 32 | $189 plan (100 prompts) |
| Regional firm | 4 | 3 | 8 | 96 | $189 plan (100 prompts) |
| Multi office firm | 6 | 6 | 10 | 360 | $489 plan (400 prompts) or Scrunch |
This is our arithmetic, not a vendor benchmark, and it assumes you track each prompt on every engine. The point is that most firms need far fewer prompts than vendors’ top plans offer. Start narrow with your highest value practice area and expand once you see which prompts are worth watching.
Choose prompts that match how clients ask. People type questions such as “do I need a lawyer after a car accident” or “how much does a divorce lawyer cost,” not firm names. For the tracking approach, see ChatGPT citation tracking for law firms.
What do AEO tools not do?
AEO tools do not improve your visibility, guarantee citations, or verify that an answer is accurate. They report what an AI engine returned when queried, and results vary between runs.
Three limits matter for law firms. First, answers change run to run, so one result proves little and trends matter more. Second, tools report mentions, not clients. A mention in ChatGPT does not tell you a case came in, so pair tracking with intake source questions. Third, tools show you the gap but cannot close it. Closing it takes better pages, consistent profiles on Avvo, Martindale-Hubbell, Super Lawyers, Justia, and Lawyers.com, stronger Google reviews, and earned coverage.
Be careful with claims that any tool “boosts” AI citations. No tool on this list makes that promise in the pricing pages we reviewed, and we found no controlled public test that links a tracking subscription to higher visibility.
Which tool fits which law firm?
Match the tool to your prompt count and your existing stack. Use Bing’s free report plus manual testing if you are solo, OtterlyAI Lite or Standard for small firms, Scrunch or Semrush for larger programs, and Profound only if you are a large network that wants a demo.
Here is a simple decision path. If you are a solo firm with one practice area, turn on the Bing report, then pay $29 for OtterlyAI Lite if you want automation. If you are a small firm on a Justia website, start with the included AI Visibility Report. If you already pay for Semrush or Ahrefs, check the AI tracking tier in your current plan before adding a new vendor. If you have many offices and dozens of attorneys, price Scrunch and Profound against your actual prompt count.
Avoid buying more prompts than you will act on. A $489 plan with 400 prompts is wasted if nobody reviews the output. The best tool is the one someone looks at every month.
Do you need an agency or just a tool?
A tool is enough when someone in the firm can act on the results. You need outside help when the gap is production: pages to write, profiles to fix, and press coverage to earn, since AI assistants often cite third party sources.
Subscribe PR is not a tool. We are an agency that does earned press and AI visibility work for firms, and if you only need measurement, you do not need us. Buy a tracking plan, learn where you are absent, and decide from there. If the gap turns out to be sources that cite you, our law firm AEO page explains what we do about it.
Whichever route you choose, record a baseline now. A six month trend from a $29 plan is more useful than a perfect tool bought next year.
Frequently asked questions
What is the best AEO tool for a small law firm?
For most small firms, OtterlyAI is the best fit: Lite is $29 a month for 15 prompts and Standard is $189 for 100 prompts, across ChatGPT, Google AI Overviews, Perplexity, and Microsoft Copilot. Turn on Bing Webmaster Tools’ free AI Performance report too. If you already use Semrush, its AI search plans start around $165 a month billed annually.
Is there a free AEO tool for law firms?
Yes. Bing Webmaster Tools’ AI Performance report is free for verified sites and shows citation counts, pages cited, and grounding queries for Microsoft Copilot. You can also test prompts manually in ChatGPT, Gemini, Perplexity, and Google AI Mode and record the results monthly. Neither option has the history or automation of a paid tracker.
How much should a law firm spend on AEO tools?
Most firms should spend $0 to $490 a month. A solo firm can start at $29, a small firm at $189, and a multi office firm may need $489 or an enterprise quote. Spend only as much as the number of prompts you will review. A tool does not change visibility, so budget separately for content and press.
Can AEO tools guarantee that ChatGPT recommends my firm?
No. These tools measure what AI engines return, and results vary between runs. We found no controlled public test showing that a tracking subscription raises citations. Treat the data as a baseline for decisions about content, reviews, and press, and judge success by trends over several months.
Do I need an AEO tool if I use Justia?
If you are on a Justia Elevate website, start with its AI Visibility Report, which Justia says is included at no additional cost and covers ChatGPT, Gemini, Copilot, Claude, Grok, Perplexity, and Mistral. Add a separate tracker only if you need more prompts, history, or competitor comparisons.
How many prompts should I track?
Count practice areas times cities times phrasings. Four practice areas, three cities, and eight phrasings is about 96 prompts. Many firms need fewer than 50 prompts at first. Start with your most valuable practice area, then expand once you know which prompts you review and act on.
The short answer on AEO tools for law firms
Start free with Bing’s report and manual prompts, pay $29 to $189 a month when you want automation, and move to Scrunch, Semrush, or Profound only when your prompt count demands it. Tools measure visibility. The fixes still have to be done.
To get a baseline before you spend on any tool, see where your firm appears in AI answers and pick prompts from the gaps.
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