From Firm-Level SEO to Expert-Level Discovery
Most firms still think of marketing in terms of the firm as a single brand. But buying decisions in legal and other professional services are often made at the expert level.
Clients want the right partner, the right solicitor, or the right adviser for a specific issue, and Lanyard is built around that reality.
That changes how visibility should work. Instead of asking how the firm ranks, the better question is: which person inside the firm is most likely to be recommended for this specific need? Lanyard helps firms answer that question with data rather than guesswork.
This is a strong product thesis because it aligns with how buyers already behave. People do not just hire firms; they hire people they trust to solve a problem. AI search is simply making that decision process more explicit.
Lanyard’s advantage is that it makes the expert visible in a machine-readable way. That is much more forward-looking than another dashboard of keyword rankings.