Performance Marketing Advisors (PMA Group) has been selected by personal injury law firm Brown & Crouppen, P.C. to lead its search engine optimization and AI visibility strategy, reflecting the growing importance of visibility across both conventional search and AI-driven discovery.

The engagement will cover technical SEO, content strategy, local search, digital authority, website performance and attribution. PMA Group will work with Brown & Crouppen’s marketing team to strengthen organic visibility and connect search activity with qualified inquiries, conversions and marketing efficiency.

Founded in 1979, Brown & Crouppen has more than 200 legal professionals and nine full-service offices across the St. Louis and Kansas City markets. The firm says it has recovered more than $2 billion for clients.

Market Landscape

Search behavior is becoming more fragmented as AI-generated summaries and conversational platforms become part of the consumer research journey. Pew Research Center found in 2026 that 60% of U.S. adults say they have read AI summaries at the top of search-engine results, illustrating how AI-generated information is becoming part of mainstream search behavior.

For marketers, the change creates a challenge beyond traditional rankings. Websites must compete for visibility in conventional results while also establishing the authority, relevance and structured information that can influence AI-powered discovery.

The legal sector is particularly dependent on digital discovery because prospective clients often research firms, attorneys, practice areas and local providers before making contact. This makes local SEO, content authority and conversion measurement important components of a broader search strategy.

Strategic Outlook

PMA Group says it has conducted more than 40 digital performance and SEO audits for law firms and has provided SEO and AI content optimization for additional clients. Its engagement with Brown & Crouppen expands that work into a strategy explicitly covering both traditional and AI-powered search.

The distinction matters because visibility in AI-generated answers cannot be evaluated solely through conventional ranking positions. Marketers increasingly need to understand whether their brands are being surfaced, accurately represented and associated with authoritative information across emerging discovery environments.

At the same time, traditional search remains important. Pew research examining Google searches found that users encountering an AI-generated summary clicked traditional search results in 8% of visits, compared with 15% when no AI summary appeared.

For Brown & Crouppen, the strategic opportunity is therefore not to replace SEO but to broaden it. The focus on technical foundations, content, local visibility, authority and attribution suggests an approach designed to connect search visibility with measurable business outcomes.

Top Insights

• Brown & Crouppen selected PMA Group for SEO and AI visibility strategy.
• The engagement covers technical SEO, content, local search and digital authority.
• AI-generated search summaries are becoming a mainstream discovery touchpoint.
• Brown & Crouppen operates across the St. Louis and Kansas City markets.
• Attribution will be used to connect search visibility with qualified inquiries and conversions.

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