Case Study: Braun & Kollegen
ChatGPT and other LLMs recommend law firms whose websites describe their practice areas, lawyers and positions clearly and answer the questions clients ask before they look for a firm. Braun & Kollegen did both in five steps between February and September 2026. In AI answers it moved from second to first of 25 Munich firms.
When a client asks ChatGPT, Gemini or Perplexity which law firm to call, the answer names a handful of firms. On 21 September 2026 Braun & Kollegen, a Munich practice for succession, foundations and business law, is the firm those answers name most often, first of 25 Munich firms, up from second five weeks earlier. If you run business development or marketing for a law firm, this page shows what it took, step by step, read from the firm’s own accounts.
AI search visibility for a law firm is the share of AI answers to client questions that name the firm. In August 2026 we put 32 of the questions the firm’s clients ask into continuous measurement on ChatGPT, Gemini, Perplexity and Google AI Mode, scored against the other Munich firms that come up in the answers. The first reading placed Braun & Kollegen second of 26. The reading of 21 September places it first of 25, with 10.2% of all firm mentions against 9.1% four weeks earlier.
The three results below are not charts we drew. They are the firm’s own reports, as exported on 22 September 2026: Google clicks five times what they were a year ago, Google’s AI features showing the site 14,658 times in August, and Microsoft Copilot citing it 3,200 times since March, almost all of that since August.
Most of the pages behind those numbers are the firm’s own Ratgeber, 43 guides written since 2015. scaile’s first article went live on 3 August 2026; six are live at the time of reading. One of them, the guide to setting up a Familienstiftung, is already the fifth most-cited page of the domain in Copilot.
“Our clients describe a situation long before they go looking for a firm, and they ask an assistant first. What we did not have was any reading of where we stand in those answers, and on which questions we are simply not there. That is what we are writing against now.”
Alexander Braun
Rechtsanwalt, Braun & Kollegen
The firm’s clients are people with something to pass on: an owner with a business and no succession plan, a family weighing a foundation against a will, someone adopting a stepchild and asking what it means for inheritance tax.
They do not search for a law firm. They describe the situation, and an assistant answers with a shortlist. On adult adoption and vorsorge questions Braun & Kollegen was that shortlist. On foundations, business succession and inheritance disputes it often was not.
A law firm also cannot publish content that guesses at a cost, a deadline or a tax class, which is why the answers have to be produced against the firm’s own positions rather than assembled from the open web.
The firm’s practice areas, positions and the claims it is willing to make in public became one governed brand kit, so an article can be produced against the firm’s own answers rather than the open web.
Define your OfferingA panel of real German succession, foundation and business-law situations, scored against the Munich firms that come up in the answers across six engines, with the first reading taken before any article went live.
Find Customer IntentArticles written against the questions where the firm was absent and the ones where it appeared but never first. Six are live; the Familienstiftung guide has been cited 265 times by Copilot in its first seven weeks.
Publish ContentThe refresh queue follows which passages assistants cite, so the pages that earn answers get maintained and the ones that do not get rewritten.
Refresh ContentEvery reading is taken on the same questions and the same six engines, and the search figures come from the firm’s own Search Console and Bing accounts, so movement is movement and not a changed instrument.
Report and ImproveScreenshots from Google Search Console and Bing Webmaster Tools, taken on 22 September 2026. The monthly figures come from the same accounts’ exports of that day.
In August 2025 the site earned 218 clicks from Google web search. In August 2026 it earned 1,101, 47% more than in July, on 59,955 impressions, 126% more than in July.
The last 12 months add up to 5,860 clicks and 264,000 impressions at an average position of 9.7. The pages behind the growth are the firm’s Ratgeber guides on Pflichtteil, Erbschein and adult adoption.
Google Search Console, web search, last 12 months to 19 September 2026: 5.86K clicks and 264K impressions, daily
Search Console has reported impressions in AI Overviews and AI Mode since 18 May 2026: 601 in the rest of May, 1,668 in June, 5,300 in July, 14,658 in August and 10,867 in the first 19 days of September, 581 a day over the last two weeks.
141 pages appear in these features. The Pflichtteil calculator guide alone accounts for a third of the impressions.
Search Console report “Generative AI features”, impressions per day, 18 May to 19 September 2026: 33.1K in total
Bing Webmaster Tools counts 3,200 citations of braun-kollegen.de in Microsoft Copilot answers over six months, close to zero until July and rising from August to between 70 and 300 a day in September.
In Bing’s page export, the Berliner Testament guide leads with 895 citations. The scaile guide to setting up a Familienstiftung, live since 3 August, is fifth with 265 and takes 34% of all citations Copilot gives on the query “familienstiftung gründen”.
Bing Webmaster Tools, AI Performance (Microsoft Copilots and partners), citations and cited pages per day, six months to 21 September 2026
Read on 22 September 2026 from the firm’s own accounts. Google: Search Console, domain property braun-kollegen.de, web search; monthly figures from the API pull of that day. AI features: Search Console report “Generative AI features”, data since 18 May 2026. Copilot: Bing Webmaster Tools, AI Performance, six months to 21 September 2026; page and query figures from the exports of 22 September. AI answers: scaile platform, 29 tracked questions, 28 days to 21 September 2026, compared with the reading of 18 August 2026 (32 questions). The Ratgeber estate is the firm’s own; scaile’s six articles have been live since 3 August 2026 and hold 11% of the Copilot citations in the page export and 4% of the Google clicks since that date.
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Measure first: put the questions clients ask into continuous measurement and record which firms the answers name. Then publish pages that answer the questions where the firm is absent, written from the firm’s own positions rather than the open web, and re-measure on the same panel. On this account the firm moved from second to first of 25 Munich firms between 18 August and 21 September 2026; six new articles went live in the same period and the firm’s own guides carry most of the citations.
The share of AI answers to client questions that name the firm. The scaile platform runs 29 questions the firm’s clients ask on ChatGPT, Gemini, Perplexity and Google AI Mode and records every firm named in each answer. Over the 28 days to 21 September 2026, Braun & Kollegen holds 10.2% of all firm mentions, the largest share among the 25 Munich firms named at least once. On 18 August 2026 it was second of 26 with 9.1%.
On this site, Copilot citations stayed close to zero until July 2026 and rose from August to between 70 and 300 a day in September. The Familienstiftung guide that went live on 3 August was cited 265 times by Copilot in its first seven weeks. The AI-answer rank moved from second to first between two readings five weeks apart. These are the observed timings on one account, not a promise.
On this site the pages Copilot cites are the same pages Google ranks: the guides on Pflichtteil, Erbschein, Berliner Testament and adult adoption. Google clicks rose 47% in August 2026 on July and Google’s AI features showed the site 177% more often, on the same pages that carry the Copilot citations.
A small part so far, and the page says so. The 43 Ratgeber guides are the firm’s own, written since 2015 and moved to the /ratgeber/ path on 10 July 2026. scaile’s first article went live on 3 August 2026 and six are live at the time of reading. They hold 11% of the Copilot citations in Bing’s page export and 4% of the Google clicks since 3 August. The Familienstiftung guide is the fifth most-cited page of the domain in Copilot.
From the firm’s own accounts, taken on 22 September 2026: the Google Search Console performance report for web search over the last 12 months, Search Console’s “Generative AI features” report, and the AI Performance report in Bing Webmaster Tools over six months. The monthly figures come from the Search Console API and the Bing exports of the same day; the AI-answer rank comes from the scaile platform.