The Zero-Click Reality

Why Fewer Clicks Don’t Mean Fewer Clients for Canadian Law Firms

By Dave Taillefer, Business Director / ICONA

For over two decades, law firms have measured digital success by website traffic. More clicks, more leads, more files. But that equation is rapidly changing.

Today, clients are finding legal information — and forming first impressions — without ever visiting a law firm’s website.

This is the zero-click reality, where answers, citations, and even contact options appear directly in search results, AI overviews, and digital assistants. It sounds unsettling, but for firms that adapt, it’s a major opportunity.

What “Zero-Click” Really Means

A zero-click search occurs when a user gets the information they need directly on the search results page — no website visit required.

In practice, this happens through features like:

  • AI Overviews (Google’s new generative answers)
  • Featured Snippets (“position zero” boxes summarising top answers)
  • People Also Ask panels
  • Knowledge Panels and Local Packs (Google Business Profile results)
  • In-app searches (ChatGPT/Perplexity, Google & Apple Maps, YouTube, etc.)

In other words, Google, Bing, and AI systems are answering your clients’ questions before they click — often using your own content or profile as a source.

How It Looks for Law Firms

Let’s look at zero-click in action across different areas of law:

Family Law Example

A user searches, “How is spousal support calculated in Alberta?”

Google’s AI Overview shows a clear answer drawn from a combination of law firm articles and government sources. One of those summaries quotes your firm’s page on “Spousal Support Guidelines in Alberta.”

Result: Your firm name is visible and trusted, but the user doesn’t click — they already got the answer.

Criminal Law Example

Someone types, “Can police search my car without a warrant in Canada?”

The featured snippet quotes a line from your criminal defence FAQ:

“In most cases, police need reasonable grounds to believe a crime has been committed before searching your vehicle.”

Result: Your brand appears directly in the answer — and you might also appear in the People Also Ask carousel.

Business Law Example

An entrepreneur asks ChatGPT, “Do I need a shareholders’ agreement in Alberta?”

The AI-generated response references your firm’s explainer blog as a source.

Result: Even if the user never visits your site, your firm becomes part of the ecosystem they trust for answers.

Why This Matters

The old marketing journey was:

Search → Click → Read → Contact.

Today, it’s often:

Search → Answer → Decide.

Research from SparkToro and Semrush shows that over half of Google searches now end without a click, and that number is growing as AI overviews expand.

This means:

  • Ranking first no longer guarantees visitors.
  • Visibility and citations are the new measures of reach.
  • Attribution is harder — clients who saw your name in AI results may call directly or search your firm name later.

It’s the same shift explored in our related articles on:

How Law Firms Can Compete in a Zero-Click Market

1. Optimise for Citations, Not Just Clicks

Write content designed to be quoted.

  • Lead with the answer (40–60 words).
  • Use clear, question-based headings.
  • Mark up Q&A or process content with schema (FAQPage, HowTo, LocalBusiness).
  • Include your province, practice area, and source attribution for accuracy.

2. Invest in Your Google Business Profile

For criminal defence, civil, or estate work, your Local Pack listing may be the first — and only — impression.

  • Keep categories, descriptions, hours, and services up-to-date.
  • Post updates and client reviews regularly.
  • Use Q&A sections to answer common questions (e.g., “Do you offer free consultations?”).

3. Publish “Answer-Ready” Content

Create structured, plain-language guides that:

  • Answer one specific question per section.
  • Use numbered steps for processes (“How to file a Statement of Claim”).
  • Include internal links for readers who do click through.
  • Stay compliant with provincial Law Society rules (avoid “expert,” keep disclaimers visible).

4. Measure the Right Signals

Traffic may dip — but your visibility might be soaring. Track:

  • Impressions vs. clicks in Google Search Console.
  • Featured Snippet and People Also Ask appearances.
  • Google Business interactions (calls, directions, messages).
  • AI citations in Overviews or platforms like ChatGPT and Perplexity.
  • These metrics show whether your brand is being seen, trusted, and mentioned — even without a session on your site.

The Takeaway

Zero-click search isn’t the death of SEO — it’s the evolution of how clients find and trust lawyers.

Your firm’s visibility now extends beyond your website, into the answers, summaries, and AI responses that shape public understanding of the law.

Lawyers who embrace this shift — building structured, citation-ready, and legally accurate content — will own that new frontier of discovery.

About the Author

Dave Taillefer is Business Director at ICONA Inc., overseeing SEO, content strategy and digital transformation for Canadian law firms. With deep knowledge of legal marketing, technical SEO, and now generative search strategy, Dave helps firms future-proof their online visibility.