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Industry · Legal Services
AI answers the first legal question. Your firm has to win the second.
How do clients choose a law firm now?Copy answer
Clients ask an AI assistant the preliminary legal question first, then choose a firm on judgement and intake: whose pages show they understand the problem, who explains how fees work, and who replies quickly and qualifies the matter properly. For local, urgent work the map listing and reply speed decide it; for business work, being named in the answer does.
Pick your practice area for the version written for your clients: what they ask, where they compare, and the three places a good firm usually loses them.
01 · Pick your practice area
Eight practice areas. Eight different clients.
Each playbook follows one kind of client from the first question to the signed instruction, then lays out the five moves we'd make first. Every one is free to read.
Emotionally difficult research done privately. Tone decides the enquiry as much as ranking.
Read the playbook Corporate & commercialReferral-led, but the firm gets checked online before the introduction is accepted.
Read the playbook ImmigrationRules change constantly. Freshness and accuracy are the entire competitive advantage.
Read the playbook Personal injuryThe most expensive keywords in search. Qualification matters more than volume.
Read the playbook Property conveyancingPrice-sensitive and comparison-driven — transparency converts better than persuasion.
Read the playbook Criminal defenceUrgent, mobile, out-of-hours. Speed of response beats every other factor.
Read the playbook IP & trademarksProcess questions attract businesses long before they need to instruct anyone.
Read the playbook Employment lawBoth employers and employees search the same terms with opposite intent. Separate them.
Read the playbook02 · How clients choose
Explained by AI, decided by judgement and intake.
Assistants now answer the preliminary question that used to bring someone to your blog. What is left for the firm is judgement — showing you understand this client's problem — and intake: a clear fee answer, a fast reply, a proper conflict check, and qualifying matters before paid spend is wasted on the wrong ones.
The three moves we'd make first
Legal services are regulated and trust-first. Everything we publish stays within the professional conduct and advertising rules that apply to you: no outcome promises, no unverifiable testimonials or case claims, client confidentiality respected, and every legal page reviewed and approved by your own lawyers.
03 · Where we start
The services law firms need first.
Most law firms need these four working together before anything else. Each practice area playbook adds what its clients need on top.
Editorial, video and design produced with AI leverage and human judgement — quotable by readers and answer engines.
Read more Conversion OptimisationLanding pages, funnels and forms tested continuously so the traffic you already pay for returns more.
Read more SEO ServicesTechnical, on-page and off-page SEO built on entity and topic architecture — so you rank in Google and get retrieved by AI answer engines from the same work.
Read more AI Search OptimisationAEO and GEO — the work that gets your brand named inside ChatGPT, Gemini, Claude, Perplexity and Google AI Overviews, not just ranked beneath them.
Read moreIncluded with every plan
A free 5-page website for law firms.
Assistants and buyers cite pages they can read. Yours comes with schema, a sitemap and llms.txt from day one, so there is something worth quoting.
- 5 pages, your choiceHome, About, Services, Key service, Contact
- Live in 48 hoursFrom the launch checklist
- AI-readableSchema, sitemap and llms.txt built in
- Yours to keepDomain and hosting in your name
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
Questions law firms ask
Straight answers, no sales script.
If yours isn't here, a 30-minute call is the fastest route. No pitch, no deck.
Book a 30-minute callCan law firms market themselves online?
Yes, within the professional conduct and advertising rules that apply where you practise, and those differ by market and by type of lawyer. We work inside them: no outcome promises, no unverifiable testimonials, and every legal page approved by your lawyers before it goes live.
If AI answers legal questions, is content still worth it?
Content that only explains the law is worth less now, because assistants summarise it. Content that shows judgement — what to do first, common mistakes, when to get advice — still earns trust and is what assistants cite. Practice-area pages should answer before they pitch.
Which playbook should I read first?
The one for your highest-value practice area, then the one with the most enquiries. If you run a full-service firm, the free audit shows which practice area leaks the most.
Do you write legal content?
We research, structure and draft it so clients and assistants can understand it. A lawyer at your firm reviews and approves every page, and we show who reviewed it and when. We never publish legal advice on our own.
How long before a firm notices a difference?
Intake, reply-time and profile fixes often show within weeks, because they plug existing leaks. Ranking and assistant citations for new practice areas take longer, usually a few months. We don't guarantee rankings, mentions or instructions.
Is the website really free?
Yes. Every monthly plan includes a free 5-page website for your business — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
See what a client sees before they call you.
We'll check what AI assistants and the map show for your practice areas, review your fee and practice-area pages, and time how fast an enquiry gets answered — then send you what we found.
- Reply in 1 business dayFrom a strategist, not a bot
- Free 5-page websiteIncluded with any plan
- Never sold or sharedYour details stay with us
Prefer a call? Book an AI growth call
Social presence
Clients check a firm's people before they call: partners on LinkedIn for business matters, the map and WhatsApp for urgent personal ones — all within professional conduct rules.
Social Media Marketing