{"id":5397,"date":"2026-11-08T16:56:44","date_gmt":"2026-11-08T21:56:44","guid":{"rendered":"https:\/\/gamachemedia.com\/?p=5397"},"modified":"2026-11-08T18:10:41","modified_gmt":"2026-11-08T23:10:41","slug":"riendeau-avocats-case-study","status":"publish","type":"post","link":"https:\/\/gamachemedia.com\/en\/riendeau-avocats-case-study\/","title":{"rendered":"One in five clients now comes from AI: what we did for Riendeau Avocats"},"content":{"rendered":"<p class=\"gma-lead\">A Montreal law firm, specialized websites for each area of law, ads adjusted within hours and AI search optimization for impaired driving. Here\u2019s what we did for Riendeau Avocats, with the numbers to back it up.<\/p>\n<section class=\"gma-box gma-box-test\"><span class=\"gma-eyebrow\">The short answer, if you\u2019re in a hurry<\/span><\/p>\n<p>Riendeau Avocats has worked with us since 2018. We split the firm\u2019s services into specialized websites, managed its Google Ads campaigns day to day and built its presence in AI answers for specific searches. In 2024, the campaigns generated more than 42,000 clicks and more than 3,000 calls. Today, according to the lead source tracked in CallRail, about one client in five arrives through ChatGPT and other AI tools.<\/p>\n<\/section>\n<div class=\"gma-example\" role=\"group\" aria-label=\"Engagement summary\">\n<p class=\"gma-example-label\">Engagement summary<\/p>\n<ul>\n<li><strong>Client:<\/strong> Riendeau Avocats, a Montreal law firm<\/li>\n<li><strong>Practice areas:<\/strong> criminal and penal law, immigration, family law, traffic tickets<\/li>\n<li><strong>Client since:<\/strong> 2018<\/li>\n<li><strong>Scope:<\/strong> practice-area websites, Google Ads, SEO and AI search optimization (GEO), video and social media<\/li>\n<li><strong>Key result:<\/strong> about one client in five arrives through ChatGPT and other AI tools (lead source tracked in CallRail)<\/li>\n<\/ul>\n<\/div>\n<p>It\u2019s 11 p.m. Someone has just been arrested for impaired driving. He\u2019s sitting in his car, heart pounding, and he takes out his phone. Two years ago, he would have typed \u201cimpaired driving lawyer\u201d into Google. Today, he writes to ChatGPT: \u201cI got arrested tonight. Am I going to lose my licence, and which lawyer can help me?\u201d<\/p>\n<p>The answer comes back in seconds. It explains the process. Then it names a few firms. Not ten. A few.<\/p>\n<p>For Riendeau Avocats, this isn\u2019t a hypothetical. About 20% of the firm\u2019s clients now arrive through conversational AI. It\u2019s not a hunch: it\u2019s measured, lead by lead, in CallRail. Here\u2019s how we got there, step by step.<\/p>\n<h2 id=\"the-starting-point\">The starting point: one firm, one website<\/h2>\n<p>When the firm first approached us, it had <mark>5 lawyers<\/mark>, a single website and a limited presence on Google. The goal was clear: attract better-qualified clients in each practice area to support the team\u2019s growth.<\/p>\n<p>The problem with a single website, for a firm that handles criminal law, immigration, family law and traffic tickets, is that it speaks to everyone at once. And when you speak to everyone, you speak to no one. The person arrested at 11 p.m. isn\u2019t looking for the same thing as a family preparing an immigration application.<\/p>\n<h2 id=\"one-website-per-area-of-law\">1. One website per area of law<\/h2>\n<p>It\u2019s the same idea as in a store: one aisle per need. Rather than putting everything in one place, we built a network of <a href=\"https:\/\/gamachemedia.com\/en\/redesign-web-design\/\">specialized websites<\/a>, each with a domain name tied to its area of practice:<\/p>\n<ul>\n<li><a href=\"https:\/\/riendeauavocats.ca\/\">riendeauavocats.ca<\/a>, the firm\u2019s main website;<\/li>\n<li><a href=\"https:\/\/www.mtlticket.ca\/\">mtlticket.ca<\/a>, for contesting a traffic ticket, with packages you can buy online;<\/li>\n<li>immigrationavocats.ca, with online appointment booking;<\/li>\n<li>avocats-famille.ca and riendeaucriminel.ca, with specialized content on family law and criminal law.<\/li>\n<\/ul>\n<p>Each site answers the questions of a single type of client. It\u2019s clearer for the person searching. And it\u2019s easier to understand for Google and for AI tools, which look for the most precise source for a precise question.<\/p>\n<figure class=\"gma-figure\"><img class=\"wp-image-5424\" src=\"https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/riendeau-avocats-sites-par-domaine.webp\" alt=\"Home pages of three Riendeau Avocats websites: riendeauavocats.ca (criminal law), immigrationavocats.ca (immigration) and avocats-famille.ca (family law)\" width=\"2032\" height=\"408\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/riendeau-avocats-sites-par-domaine-768x154.webp 768w, https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/riendeau-avocats-sites-par-domaine-1024x206.webp 1024w, https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/riendeau-avocats-sites-par-domaine-1536x308.webp 1536w, https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/riendeau-avocats-sites-par-domaine.webp 2032w\" sizes=\"auto, (max-width: 760px) calc(100vw - 32px), 720px\"><figcaption>Three of the firm\u2019s websites: criminal law, immigration and family law each have their own address, look and questions.<\/figcaption><\/figure>\n<h2 id=\"ads-that-adapt\">2. Ads that adapt within the day<\/h2>\n<p><a href=\"https:\/\/gamachemedia.com\/en\/google-ads-management\/\">Separate Google ads<\/a> for each practice area, adjusted based on the calls and forms received. Results in 2024: more than 42,000 clicks and more than 3,000 calls.<\/p>\n<p>The numbers look good, but what really matters is speed. One day, the firm needed to fill a new lawyer\u2019s schedule. We readjusted the budgets. A few hours later, the phone was ringing more. Within a week, the consultations they wanted were booked. Joanie Chainey, the firm\u2019s general manager, tells the story in her video (below).<\/p>\n<h2 id=\"one-page-per-offence\">3. MTL Ticket: one page for each offence<\/h2>\n<p>On MTL Ticket, each offence has its own page. Someone looking up a specific offence lands directly on the right answer, right when they need it. Not on a general page asking them to \u201ccontact us for more information.\u201d<\/p>\n<figure class=\"gma-figure\"><img class=\"wp-image-5425\" src=\"https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/mtl-ticket-page-par-infraction.webp\" alt=\"Cellphone-while-driving page on mtlticket.ca, with the list of offences and the flat fee to contest the ticket\" width=\"1336\" height=\"760\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/mtl-ticket-page-par-infraction-768x437.webp 768w, https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/mtl-ticket-page-par-infraction-1024x583.webp 1024w, https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/11\/mtl-ticket-page-par-infraction.webp 1336w\" sizes=\"auto, (max-width: 760px) calc(100vw - 32px), 720px\"><figcaption>On MTL Ticket, each offence has its own page, with its flat fee and the other offences one click away.<\/figcaption><\/figure>\n<h2 id=\"ai-search-optimization\">4. AI search optimization: answering the 11 p.m. question<\/h2>\n<p>We worked on the firm\u2019s presence for search intents related to impaired driving: the questions people ask in the hours after an arrest. Clear answers that make sense without reading the rest of the page. The same information everywhere on the web. And proof that the firm knows what it\u2019s talking about. <mark>In practice, this is our method for <a href=\"https:\/\/gamachemedia.com\/en\/geo-ai-search-optimization\/\">AI search optimization (GEO)<\/a>: <a href=\"https:\/\/gamachemedia.com\/en\/seo-services-montreal\/\">structured data<\/a> that tells search engines and AI tools clearly who the firm is, where its offices are and who its lawyers are; articles signed by the firm\u2019s own lawyers; and pages that directly answer the questions people ask after an arrest.<\/mark><\/p>\n<p>The result, and I\u2019ll say it again because it\u2019s the heart of the story: about one client in five now arrives through ChatGPT and other AI tools. <mark>We measure it with the source of each lead in CallRail, the tool that tracks the firm\u2019s calls and forms.<\/mark> Imagine the loss if the AI had named another firm. One client in five, sent elsewhere, without anyone noticing.<\/p>\n<aside class=\"gma-cta\" aria-label=\"Is your firm easy to find, and to choose?\">\n<p class=\"gma-cta-title\">Is your firm easy to find, and to choose?<\/p>\n<p>We look at your websites, your ads and what AI tools say about you, then we tell you where to start.<\/p>\n<p class=\"gma-cta-actions\"><a class=\"gma-btn\" href=\"https:\/\/gamachemedia.com\/en\/contact\/\">Book a free consultation \u2197<\/a><a class=\"gma-link\" href=\"https:\/\/gamachemedia.com\/en\/professional-services-healthcare-marketing\/\">Our marketing for law firms<\/a><\/p>\n<\/aside>\n<h2 id=\"video-and-social-media\">5. Video and social media<\/h2>\n<p><a href=\"https:\/\/gamachemedia.com\/en\/content-creation\/\">Video clips<\/a> and <a href=\"https:\/\/gamachemedia.com\/en\/social-media-marketing\/\">regular posts<\/a>, with a few targeted campaigns. It wasn\u2019t the main driver of the strategy, but it keeps the firm visible and puts a face on its lawyers. In a field where clients are scared, a face is reassuring.<\/p>\n<h2 id=\"the-results\">The results, by the numbers<\/h2>\n<div class=\"gma-table-wrap\" role=\"region\" aria-label=\"Riendeau Avocats results\" tabindex=\"0\">\n<table class=\"gma-table\">\n<thead>\n<tr>\n<th scope=\"col\">Metric<\/th>\n<th scope=\"col\">Result<\/th>\n<th scope=\"col\">Period<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\">Clients arriving through AI<\/th>\n<td>About 20%<\/td>\n<td>2026, according to CallRail<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Clicks on Google ads<\/th>\n<td>More than 42,000<\/td>\n<td>2024<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Calls received<\/th>\n<td>More than 3,000<\/td>\n<td>2024<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Visibility on Google<\/th>\n<td>Up more than 50%<\/td>\n<td>First months of the engagement<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Team size<\/th>\n<td>From 5 to 35 lawyers<\/td>\n<td>Since 2018<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Let\u2019s be clear: a firm grows first and foremost because of its lawyers. Our job is to make sure the right clients find them, on Google and in AI answers alike. Other projects, in other industries, are in <a href=\"https:\/\/gamachemedia.com\/en\/our-work\/\">our work<\/a>.<\/p>\n<section class=\"gma-box gma-box-case\"><span class=\"gma-eyebrow\">In the field<\/span><\/p>\n<h2 id=\"what-joanie-says\">What Joanie says<\/h2>\n<p>Joanie Chainey, general manager of Riendeau Avocats, in <a href=\"https:\/\/www.youtube.com\/watch?v=xerTirEVIDE\">her 45-second video<\/a> (in French, translated here):<\/p>\n<figure class=\"gma-figure gma-video\">\n<div style=\"position:relative;aspect-ratio:16\/9;border-radius:12px;overflow:hidden;background:#0e1a2e\"><button type=\"button\" class=\"gma-video-btn\" data-yt=\"xerTirEVIDE\" aria-label=\"Play video: Joanie Chainey testimonial, Riendeau Avocats (0:45, in French)\" style=\"all:unset;cursor:pointer;position:absolute;inset:0;display:block\"><img src=\"https:\/\/gamachemedia.com\/wp-content\/uploads\/2026\/09\/maxresdefault.jpg\" alt=\"Joanie Chainey, general manager of Riendeau Avocats, in her video testimonial\" width=\"1280\" height=\"720\" loading=\"lazy\" decoding=\"async\" style=\"width:100%;height:100%;object-fit:cover;border-radius:0\"><span aria-hidden=\"true\" style=\"position:absolute;left:50%;top:50%;width:76px;height:76px;margin:-38px 0 0 -38px;border-radius:50%;background:#E85D1F;box-shadow:0 6px 24px rgba(0,0,0,.35)\"><span style=\"position:absolute;left:30px;top:24px;width:0;height:0;border-style:solid;border-width:14px 0 14px 22px;border-color:transparent transparent transparent #fff\"><\/span><\/span><\/button><\/div><figcaption>Joanie Chainey, general manager of Riendeau Avocats (45 seconds, in French). The video loads from YouTube when you click.<\/figcaption><\/figure>\n<p><script>(function(){document.addEventListener('click',function(e){var b=e.target.closest&&e.target.closest('.gma-video-btn');if(!b)return;var f=document.createElement('iframe');f.src='https:\/\/www.youtube-nocookie.com\/embed\/'+b.getAttribute('data-yt')+'?autoplay=1'+String.fromCharCode(38)+'rel=0';f.title=b.getAttribute('aria-label');f.allow='autoplay; encrypted-media; picture-in-picture; fullscreen';f.setAttribute('allowfullscreen','');f.style.cssText='position:absolute;inset:0;width:100%;height:100%;border:0';b.parentNode.replaceChild(f,b);});})();<\/script><\/p>\n<blockquote>\n<p>\u201cThe first thing that comes to mind is responsiveness. As soon as we have a need, we reach out to the team, and the adjustment or the need is quickly taken care of. For example, we needed to keep a new lawyer busy. We contacted the team and asked for the advertising budgets to be readjusted. It took a few hours and the phone was already ringing more. We could see more traffic on our websites. People were contacting the office and, within a week, we had booked the number of consultations we wanted for her. It\u2019s great to see that when we have a need and something has to be adjusted, we contact the team and it\u2019s done right away.\u201d<\/p>\n<\/blockquote>\n<p>And in her Google review (translated from French): \u201cVery satisfied with the services offered and the service received from Gamache M\u00e9dia. The team is proactive and professional! A special mention to \u00c9mile and Paul, who are a great help to us on a regular basis.\u201d<\/p>\n<\/section>\n<h2 id=\"what-i-would-do\">What I would do in your place<\/h2>\n<p>You don\u2019t need five websites to get started. Here\u2019s the order I would follow for law firm marketing, or for any professional practice.<\/p>\n<ol>\n<li><strong>Take the five-minute test.<\/strong> Ask ChatGPT, Gemini and Perplexity the questions a client would ask. Are you named? Who is named instead of you? The details are in our <a href=\"https:\/\/gamachemedia.com\/en\/ai-search-geo-smes\/\">article on GEO<\/a>.<\/li>\n<li><strong>Write the 11 p.m. question.<\/strong> For each key service, a page that directly answers the question a panicked client would ask. Timelines, steps, what to expect. Not a \u201ccontact us.\u201d<\/li>\n<li><strong>Clean up your listings.<\/strong> Same name, same address, same phone number everywhere: Google Business Profile, directories, the Barreau du Qu\u00e9bec, social media.<\/li>\n<li><strong>Ask how people found you.<\/strong> Add \u201cChatGPT or another AI\u201d to the choices on your form. Without it, you\u2019ll never know what AI brings you.<\/li>\n<li><strong>Keep ads that can move.<\/strong> SEO takes months. Ads, on the other hand, can fill a schedule in a week, as long as someone is watching them closely.<\/li>\n<\/ol>\n<h2 id=\"faq\">Frequently asked questions<\/h2>\n<h3>How can a law firm get recommended by ChatGPT?<\/h3>\n<p>By answering clearly, in black and white, the specific questions people ask: an offence, a procedure, a deadline. You also need the same information everywhere on the web (website, Google Business Profile, directories) and verifiable proof, such as reviews and mentions. That\u2019s what we did for Riendeau Avocats on impaired driving.<\/p>\n<h3>Do you need a separate website for each area of law?<\/h3>\n<p>Not always. For Riendeau Avocats, specialized websites made it possible to speak to one type of client at a time and to rank better in each area. For a smaller firm, clearly separate sections on a single website can be enough.<\/p>\n<h3>How long does it take to see results?<\/h3>\n<p>Google Ads bring in calls almost right away: when the firm asked for more consultations for a new lawyer, the phone was ringing more within a few hours. SEO and AI search optimization, on the other hand, are built over several months.<\/p>\n<h2 id=\"in-short\">In short<\/h2>\n<p>Riendeau Avocats didn\u2019t bet on a magic trick. The firm bet on clarity: one website per type of client, one page per question, ads that follow the office\u2019s needs, and solid information that AI can repeat without getting it wrong.<\/p>\n<p>Someone looking for a lawyer at 11 p.m. doesn\u2019t read ten websites. They call the first one that clearly answers their question. Our job is to make sure that\u2019s you.<\/p>\n<aside class=\"gma-cta\" aria-label=\"Does AI recommend your firm?\">\n<p class=\"gma-cta-title\">Does AI recommend your firm?<\/p>\n<p>We ask AI tools the questions your future clients ask, and we show you who they name, and why.<\/p>\n<p class=\"gma-cta-actions\"><a class=\"gma-btn\" href=\"https:\/\/gamachemedia.com\/en\/contact\/\">Let\u2019s talk about your AI visibility <span aria-hidden=\"true\">\u2197<\/span><\/a><a class=\"gma-link\" href=\"https:\/\/gamachemedia.com\/en\/professional-services-healthcare-marketing\/\">Explore our marketing for law firms<\/a><\/p>\n<\/aside>\n<section class=\"gma-sources\" aria-label=\"Sources\">\n<h2>Sources<\/h2>\n<ul>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=xerTirEVIDE\">Video testimonial from Joanie Chainey, Riendeau Avocats (YouTube, in French)<\/a><\/li>\n<li><a href=\"https:\/\/riendeauavocats.ca\/\">Riendeau Avocats<\/a> and <a href=\"https:\/\/www.mtlticket.ca\/\">MTL Ticket<\/a><\/li>\n<li><a href=\"https:\/\/gamachemedia.com\/en\/ai-search-geo-smes\/\">GEO: how to get recommended by ChatGPT and Google AI<\/a><\/li>\n<\/ul>\n<\/section>\n<p><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"How can a law firm get recommended by ChatGPT?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"By answering clearly, in black and white, the specific questions people ask: an offence, a procedure, a deadline. 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C\u2019est le fun de voir que quand on a un besoin et qu\u2019il faut r\u00e9ajuster, on communique avec l\u2019\u00e9quipe et c\u2019est tout de suite fait.\",\"publisher\":{\"@id\":\"https:\/\/gamachemedia.com\/#organization\"}}<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Practice-area websites, ads adjusted within hours and AI search optimization for impaired driving: how roughly one in five Riendeau Avocats clients now arrive through ChatGPT and other AI tools.<\/p>\n","protected":false},"author":3,"featured_media":3861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[],"class_list":["post-5397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogue"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Law firm marketing: the Riendeau 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