A Chinese company considering a UAE expansion may hear about a law firm through a referral, find an expert article in a business publication, or encounter the firm while researching online. An AI-generated answer may become part of that research too. The practical question is whether the information a prospective client finds is clear, credible and easy to verify.

For UAE law firms, intellectual property practices and specialist B2B advisers, visibility is not simply about reaching more people. It is about helping the right decision-makers understand what the firm does, where it works and why its expertise is relevant to their situation.

Why China-facing professional services require trust, not just mass-market reach

A company choosing legal or intellectual property advisers is making a consequential decision. It may need to assess relevant experience, professional credentials, jurisdictional knowledge, responsiveness and conflicts of interest. That assessment can involve several people and take time.

There is no single research journey shared by every Chinese business. Some prospective clients may begin with a trusted introduction; others may search in Chinese or English, consult industry contacts, review a firm’s website or use an AI tool to summarise options. A firm should make its expertise verifiable across the places its intended clients are likely to look.

This is why a broad-reach campaign alone is unlikely to answer the questions that matter: Does this adviser understand our issue? Are they qualified to work in the relevant jurisdiction? Can we verify their experience?

PR: Build authority where Chinese business decision-makers research

Strategic PR can help a firm explain its expertise in settings where business audiences already seek relevant information. 

Chinese-language PR is especially valuable when a UAE firm is still unfamiliar to Chinese decision-makers. Credible coverage can provide a searchable introduction to the firm, its areas of expertise and its professionals. 

Where a Baidu Baike (Chinese Wikipedia) entry is appropriate, coverage from eligible, independent Chinese news sources can also support the external references needed 

also don’t forget to use relevant China–UAE events and partner publications

Speaking at a focused business event or contributing to a reputable partner publication can help put expertise in context. The firm should choose opportunities that bring together relevant businesses, advisers or trade groups, and make clear whether its role is editorial, sponsored or event-based.

GEO / AI visibility: How AI-assisted research changes discovery

Generative engine optimisation (GEO), also called AI search visibility or answer engine optimisation (AEO), is the work of making a firm’s expertise clear, accessible and consistent across its online presence.

Create clear practice-area, jurisdiction and China Desk pages

A prospective client should be able to tell which services the firm offers, which jurisdictions it covers and what its China Desk actually does. Avoid relying on general claims such as “full-service” or “international expertise” without explaining the relevant services and experience.

• Keep bilingual identity and credentials consistent

Firm names, lawyer names, job titles, qualifications and practice descriptions should be consistent across the English and Chinese versions of the website and across authoritative profiles. Where a legal title or qualification does not translate directly, explain it accurately rather than substituting a misleading equivalent.

• Answer specific cross-border questions with factual content

Useful content may explain common steps, relevant considerations, key terminology or questions a company should raise with its adviser. It should separate general information from legal advice, state its jurisdiction and date where relevant, and direct readers to qualified counsel for advice on their specific circumstances.

• Strengthen third-party corroboration and technical foundations

A firm’s website is one source among several that may inform research. Professional directories, regulator records, reputable media and event profiles can provide additional context—provided that their information is accurate and consistent.

Chinese AI tools should be assessed separately. Official information describes web-search capabilities for products such as DeepSeek and Kimi, while Tencent’s Yuanbao search documentation describes access to public internet resources and Tencent content sources. 

How PR and GEO support each other

PR and GEO address related but different parts of discovery. A well-placed PR article creates a  public reference that search engines and AI systems may consult as part of broader online research. It does not guarantee inclusion in a particular AI answer, but it expands the firm’s verifiable footprint beyond its own website. GEO helps make the firm’s own information clear and accessible, and reduces inconsistencies that may confuse readers or search systems.

This approach gives prospective clients several useful ways to assess the firm. It may also make accurate information easier for search systems to interpret. 

A practical 90-day starting framework

Days 1–30: Audit. Review the firm’s website and key profiles in English and Chinese. Check service descriptions, jurisdictional scope, lawyer credentials, dates, contact details and existing third-party references. Identify the questions prospective Chinese clients are most likely to ask, based on the firm’s actual practice and client conversations.

Days 31–60: Develop expert content and relevant PR. Choose one or two specific cross-border questions the firm can answer well. Create expert-reviewed content, then identify relevant legal or business media, partner publications or events.

Days 61–75: Improve technical and entity clarity. Make important pages easy to find and navigate, correct inconsistencies across profiles and confirm that the firm’s contact and practice information is accessible.

Days 76–90: Monitor and refine. Review referral traffic, coverage, branded searches, inquiry quality and a documented sample of AI answers. Use what you learn to update content and choose the next relevant topic. Treat the first 90 days as a baseline and learning period, not a promised-results window.

For China-facing professional-services firms, the strongest starting point is a precise account of what the firm can do, supported by credible experts and consistent evidence. China-focused PR, specialist business media and executive thought leadership can help bring that expertise to relevant audiences. 

For more on how AI is changing discovery in China, see CMEA’s articles on Chinese AI and consumer decisions and brand visibility on Chinese AI platforms.

Suggested internal reading: Chinese AI Is Becoming the New Gatekeeper of Consumer Decisions · How to Improve Your Brand Visibility on Chinese AI Platforms?