How popular isWillis Legal?
In October 2026, people searched for Willis Legal by name about 870 times in New Zealand, a 27.5% decrease from the previous year. These searches made up 31.1% of all New Zealand Napier law firm searches, placing Willis Legal first out of seven firms. When we asked both ChatGPT and Google AI Overviews about Napier law firms, Willis Legal appeared in two of the three answers and was the fourth most recommended of the seven.
Willis Legal is the most searched of 7 competitors and the fourth most recommended in the AI answers we collected.
Willis LegalShare of searches 31.1%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
Langley Twigg LawShare of searches 26.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
Sainsbury Logan & WilliamsShare of searches 18.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
Carlile DowlingShare of searches 18%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
Legal MattersShare of searches 3.3%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
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Top Napier law firms in ChatGPT and Google AI Overviews
In three ChatGPT questions, Willis Legal was mentioned in two out of three: in two of the three ChatGPT answers. Willis Legal is the fourth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Langley Twigg Law3 of 3Named in 3 of 3 ChatGPT answers
- Sainsbury Logan & Williams3 of 3Named in 3 of 3 ChatGPT answers
- Carlile Dowling3 of 3Named in 3 of 3 ChatGPT answers
- Willis Legal2 of 3Named in 2 of 3 ChatGPT answers
Brown & Bates2 of 3Named in 2 of 3 ChatGPT answers- Legal Matters1 of 3Named in 1 of 3 ChatGPT answers
Goodwill Law0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Napier law firms
3 answers
Asked ChatGPT
“Which law firm should I hire in Napier, New Zealand?”
Asked ChatGPT
“What are the best law firms in Napier, New Zealand?”
Asked ChatGPT
“What's the best law firm in Napier, New Zealand for legal advice?”
Searched Google, AI Overview
“lawyer napier”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“family lawyer napier”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
How often do people search for Willis Legal compared with other New Zealand Napier law firms?
Share of searches by month for Willis Legal, Langley Twigg Law, Sainsbury Logan & Williams, Carlile Dowling, Legal Matters. The figures are in the table below the chart.
View monthly share of searches table
| Month | Willis Legal | Langley Twigg Law | Sainsbury Logan & Williams | Carlile Dowling | Legal Matters | Brown & Bates | Goodwill Law |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 40% | 24.6% | 18.5% | 13.1% | 2.3% | 0.77% | 0.77% |
| Dec 2025 | 35.8% | 30.2% | 17.9% | 12.3% | 1.9% | 0.94% | 0.94% |
| Jan 2026 | 33.6% | 34.3% | 18.6% | 10.7% | 1.4% | 0.71% | 0.71% |
| Feb 2026 | 33.1% | 27.5% | 22.5% | 14.1% | 1.4% | 0.7% | 0.7% |
| Mar 2026 | 35.2% | 29.1% | 20% | 12.7% | 1.8% | 0.61% | 0.61% |
| Apr 2026 | 33.3% | 31% | 19% | 13.5% | 1.6% | 0.79% | 0.79% |
| May 2026 | 34.6% | 35.3% | 14% | 13.2% | 1.5% | 0.74% | 0.74% |
| Jun 2026 | 34.1% | 31.7% | 17.1% | 12.2% | 1.6% | 2.4% | 0.81% |
| Jul 2026 | 31.4% | 32.2% | 19% | 13.2% | 2.5% | 1.7% | 0% |
| Aug 2026 | 34.4% | 32% | 18.9% | 10.7% | 1.6% | 1.6% | 0.82% |
| Sep 2026 | 35.6% | 29.5% | 17.4% | 12.9% | 2.3% | 1.5% | 0.76% |
| Oct 2026 | 31.1% | 26.2% | 18.9% | 18% | 3.3% | 1.6% | 0.82% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 31.1% | 380 | -19.1% | -4.5 points | |
| 2, held 2nd | 26.2% | 320 | -17.9% | -3.3 points | |
| 3, held 3rd | 18.9% | 230 | 0% | +1.4 points | |
| 4, held 4th | 18% | 220 | +29.4% | +5.2 points | |
| 5, held 5th | 3.3% | 40 | +33.3% | +1 points | |
| 6, held 6th | 1.6% | 20 | 0% | +0.1 points | |
| 7, held 7th | 0.82% | 10 | 0% | +0.1 points |
31.1%
Held 1st. 380 estimated branded searches, -19.1% vs prior month. Share -4.5 points.
26.2%
Held 2nd. 320 estimated branded searches, -17.9% vs prior month. Share -3.3 points.
18.9%
Held 3rd. 230 estimated branded searches, 0% vs prior month. Share +1.4 points.
18%
Held 4th. 220 estimated branded searches, +29.4% vs prior month. Share +5.2 points.
3.3%
Held 5th. 40 estimated branded searches, +33.3% vs prior month. Share +1 points.
1.6%
Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.
0.82%
Held 7th. 10 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Willis Legal and its closest rivals
Every comparison with Willis Legal
13 comparisons
- Langley Twigg Law vs Willis Legal
- Sainsbury Logan & Williams vs Willis Legal
- Carlile Dowling vs Willis Legal
- Bramwell Bate vs Willis Legal
- DK Legal vs Willis Legal
- Gifford Devine vs Willis Legal
- Legal Matters vs Willis Legal
- Luscombe Legal vs Willis Legal
- Gresson Grayson vs Willis Legal
- Mansfield Law vs Willis Legal
- Brown & Bates vs Willis Legal
- Thrive Lawyers vs Willis Legal
- Goodwill Law vs Willis Legal
How has branded search demand for Willis Legal changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for Willis Legal in New Zealand fell from 1.2K to 870.
- Across the 12 months ending October 2026, Willis Legal’s share of searches among Napier law firms in New Zealand decreased from 40% to 31.1%.
How did search popularity change for New Zealand Napier law firms in October 2026?
6 changes
In October 2026, Carlile Dowling gained share of searches among Napier law firms in New Zealand, from 12.9% to 18%.
In October 2026, Sainsbury Logan & Williams gained share of searches among Napier law firms in New Zealand, from 17.4% to 18.9%.
In October 2026, Legal Matters gained share of searches among Napier law firms in New Zealand, from 2.3% to 3.3%.
In October 2026, Willis Legal lost share of searches among Napier law firms in New Zealand, from 35.6% to 31.1%.
In October 2026, Langley Twigg Law lost share of searches among Napier law firms in New Zealand, from 29.5% to 26.2%.
Estimated monthly branded searches for Brown & Bates in New Zealand rose 100% over 12 measured months, from 10 to 20 in October 2026.
How are Willis Legal’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Willis Legal’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- willis legal
- willis legal napier
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Where does Willis Legal compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Napier law firms | 1st of 7 | 31.1% | Shown above |
| Hastings law firms | 4th of 8 | 14.7% | Show ranking |
Is Willis Legal your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.