NamedLocal › Studies › Boise personal injury lawyers
We took 20 established Boise personal injury firms and asked Perplexity the questions an injured person actually asks. One firm came up every single time. Most came up never.
Hepworth Holzer was named in all 10 questions and Litster Frost in 6. After those two the field falls off a cliff: 17 of 20 firms were invisible.
This isn't us scoring everyone low to sell something — one firm posted a perfect 10. The story is the gap behind it. In a market where a single case is worth a fortune, second place in AI is sitting wide open.
How we checked
No tricks, and nothing you can't repeat yourself. We sent Perplexity (the AI search engine behind a growing share of "who's the best…" questions) 10 real client-style questions and recorded the firms it named back. A few of them:
A firm counts as "invisible" if it was named in none of the 10 answers. Our list came from public Boise personal-injury directories, so it skews toward established, well-reviewed firms. A random sample of every firm in town would almost certainly look worse, not better.
The firms
| Firm | Named in | |
|---|---|---|
| Polyakov Law | 0/10 | invisible |
| Mahoney Law PLLC | 0/10 | invisible |
| Goicoechea Law Offices | 0/10 | invisible |
| Monteleone Law Offices | 0/10 | invisible |
| Curtis Porter & Adams | 0/10 | invisible |
| Caldwell Law Group | 0/10 | invisible |
| Blackburn Law PC | 0/10 | invisible |
| Thompson Law Group | 0/10 | invisible |
| Johnson & Lundgreen | 0/10 | invisible |
| Skaug Law | 0/10 | invisible |
| Andrew Injury Law | 0/10 | invisible |
| Shep Law Group | 0/10 | invisible |
| Attorneys of Idaho | 0/10 | invisible |
| Rossman Law Group | 0/10 | invisible |
| Racine Olson | 0/10 | invisible |
| Smith + Malek | 0/10 | invisible |
| Idaho Liberty Defense | 0/10 | invisible |
| The Idaho Advocates | 1/10 | partial |
| Litster Frost Injury Lawyers | 6/10 | partial |
| Hepworth Holzer | 10/10 | named every time |
Snapshot from June 2026. AI answers shift over time, so this is where things stood when we ran it, not a permanent verdict. This measures whether AI names a firm, not the quality of its work, and we're not affiliated with any of these firms.
Who AI does name
Perplexity didn't spread its answers around. Hepworth Holzer anchored almost every response, with a few other firms (some not even on our list, like Montgomery Dowdle and Jane Gordon Law) trading the leftover slots.
| Firm AI named | Times |
|---|---|
| Hepworth Holzer | 10/10 |
| Montgomery Dowdle Law | 8/10 |
| Jane Gordon Law | 7/10 |
| Pedersen Whitehead & Hanby | 7/10 |
| Feller & Wendt | 7/10 |
| Litster Frost | 6/10 |
| Joe Frick Law | 3/10 |
| Law Offices of Matthew G. Gunn | 2/10 |
For every firm that isn't Hepworth Holzer, that's the opening. AI is clearly willing to name injury firms in Boise. It just isn't naming yours. The ones it does name tend to have sites it can read and cite cleanly.
Why it happens
AI assistants name businesses whose websites spell out their services, the areas they serve, and client questions in a form a machine can read, backed by steady reviews on the sources these tools trust. A firm can have strong results and a five-star reputation and still get skipped, because the signals an AI relies on aren't on the page in a way it can use.
There's no ranking report and no traffic drop to warn you when this happens. The only way to know where you stand is to ask the AI the way your clients do.
A note for the firms on this list
If you run one of these firms and want the specific questions you were missing from, plus the two or three things on your site that would most improve your odds, email jeff@namedlocal.com and I'll send your breakdown. No charge, and no pitch you didn't ask for.
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