Content & Search Visibility for Law Firms
Attorney-led content, local search strategy, and clear answers to the questions prospective clients ask before they call.
Send one page from your site. We rewrite it and email it back as copy you can keep. A call is available if you want one, and never required.
Before
If you have been injured, you need an aggressive advocate on your side. Our team fights for maximum compensation.
After
We represent people hurt in car, truck, and motorcycle crashes1 in Mecklenburg County and the surrounding counties.2 The first call covers who pays medical bills while a claim is open, what the insurance adjuster may ask you to sign, and what to keep from the scene.3
Dimensions of your own writing analyzed to build your Voice Profile.
Days to deliver a foundation project, at a fixed price quoted before you sign.
Firm per practice area per market. A direct competitor cannot hire us.
Page is reviewed and approved by you before it is published.
i. Results
A higher ranking is not a new client, and an AI citation is not a consultation. We report each measure on its own, name where the number came from, and never add them together.
How often your pages appeared in search results. Shows reach, not clicks or calls.Google Search Console
Where a page placed for a specific search. Moves daily and varies by location.Dated rank checks
Whether an assistant named or linked your page for a tested question. Answers vary, so every test is dated.ChatGPT, Perplexity, Gemini, Google AI Mode
Forms and calls that came from the site, before anyone screens them.Form records and call tracking
Inquiries about matters you take, in places you practice.Your intake records
Meetings booked and held with prospective clients.Your calendar or case software
Signed engagements. The number your practice runs on.Your practice management system
Bar lengths show the order of the measures, not volumes.
Figures from client reporting and Google Search Console, each with its period. The common thread: as the answers go live, inquiries rise, and more of them become clients.
See client resultsii. See the work
Most practice-area pages open with reassurance. A prospective client wants to know whether you handle their situation, where, and what happens next. Here is one page opening, before and after.
Welcome to our estate planning practice. We are committed to helping clients plan for the future with personalized solutions tailored to their unique needs.
Planning ahead brings peace of mind for you and your loved ones. Our experienced team is here to guide you every step of the way.
Contact us today to learn more.
We help parents, homeowners, and retirees1 put plans in place for their children, their homes, and their savings. Most of our work is wills, revocable living trusts, durable powers of attorney, and health care powers of attorney,2 along with updates after a marriage, a divorce, or a new grandchild.
We meet clients at our Cary office or by video, and work with families across Wake County.3
A will names who receives your property and who you want as guardian for minor children. A revocable trust can keep assets titled to it out of much of the court-supervised probate process.4 Which one fits depends on what you own and how it is titled.
Your first meeting takes about an hour. Bring a list of what you own and the people you would trust to make decisions for you, then book online or call the office.5
| What a reader needs | Before | After |
|---|---|---|
| Who the firm helps | "Clients," unnamed | Parents, homeowners, and retirees |
| What matters it handles | "Personalized solutions" | Four named documents and the life events that prompt updates |
| Where it practices | Not stated | Office, county, and how meetings happen |
| What clients need to understand | "Peace of mind" | A plain answer to the will or trust question |
| What to do next | "Contact us today" | How long the meeting takes, what to bring, how to book |
Illustrative example with a fictional firm. Any legal explanation on a published page is reviewed by a licensed attorney for the jurisdiction it describes before it goes live.
iii. What we fix
Most firm websites describe the attorney. The ones that bring in the right matters answer the client.
A strong month, then a quiet one, and no clear reason for either. Often the pages for the matters you want most are the thinnest on the site.
A paragraph of reassurance where the reader wanted to know how a custody case moves, or what a business formation includes.
Posts that swap in a city name and little else. Readers notice, and so do the systems that decide which pages to show.
When you rewrite your own marketing, the time comes out of client work. Drafts should arrive close to right, in your voice, with sources attached.
Reports full of activity and short on what changed. You should see every page, every date, and every number's source.
Without separating visibility from inquiries, and inquiries from retained clients, there is no way to tell which work paid off.
Prospective clients now research in more places: Google results and map listings, AI Overviews, and assistants such as ChatGPT, Perplexity, and Gemini. Each is a way in. None replaces the consultation.
What helps across all of them is the same work: pages that state clearly who you help, what you handle, and where, with accurate explanations a system can quote and a person can trust. Nobody can promise a firm a spot in every answer. Clear, accurate, accessible content gives yours a fair chance of being found and cited.
Read the AI search guides for law firms, by state, practice area, and question.
"Do I need a trust, or is a will enough?"
A clear, accurate answer in your voice, with a next step.
A call or a booked consultation.
iv. How it works
You always know what we need from you, what you get back, and where you sign off before anything moves forward.
The matters you want more of, the ones you want fewer of, your service area, and access to your current site.
A profile of your credentials and approach in your own words, plus a review of your pages against two or three local competitors.
The target matters and the market, before any page is planned.
10 to 30 samples of your own writing and answers to an intake questionnaire.
A Voice Profile built from 21 dimensions of your writing, plus standards for terms you use, claims you avoid, and your state's advertising rules.
The profile and standards, before production starts.
Firm-specific facts we cannot confirm on our own, such as fees, office hours, and the courts you appear in.
Research for each market you serve, the questions clients ask there, and a page plan that shows what each page is for.
The page plan, before writing begins.
Page reviews, and intake numbers if you want reporting through to consultations and retained clients.
Finished pages with sources, headings, internal links, metadata, and structured data, then a report on the seven measures.
Every page, before it is published.
v. Services
The content work comes in six kinds, each with a concrete deliverable. Open a tab to see what lands in your hands, then see the rest of what we do for law firms below.
The pages that decide whether a prospective client calls. Each one explains the service, the situations that lead people to need it, and what happens at the consultation.
Coverage only where you actually take clients. Every county or city page has its own reason to exist: the local court, how filings work there, and what clients in that area tend to need.
Articles, FAQs, glossaries, and topic collections built around the questions your prospective clients actually ask, gathered from intake calls, search data, and tested AI answers.
Content that reads like you wrote it, because it is built from your own writing. Approved samples and your feedback keep every page consistent, whoever drafts it.
The parts readers rarely notice and search systems rely on. Clear headings, internal links that lead somewhere useful, accurate title tags and descriptions, and structured data that describes the page truthfully.
After the foundation is in place, ongoing work can keep you in front of past clients, referral sources, and prospective clients who are not ready to call yet.
Custom intake or drafting tools are available on request and scoped separately.
vi. Practice areas
A parent facing a custody case and a founder forming a company research in very different ways. We start from the questions your prospective clients ask, then build the page that answers each one.
Do I need a trust, or is a will enough?
Will or trust: how to decide in [state]
What happens if someone dies without a will here?
[County] probate guide for families
Who should be guardian for my children?
Estate planning checklist for new parents
Who pays my medical bills after a crash?
Medical bills after a car accident in [state]
Should I talk to the other driver's insurance company?
What to say, and not say, to an adjuster
How long do I have to file a claim?
Filing deadlines explainer, reviewed for your state
How do judges decide custody?
Child custody in [state]: what the court weighs
What does a separation agreement cover?
Separation agreements, section by section
How long does a divorce take here?
[County] family court process, step by step
Should my company be an LLC or a corporation?
Choosing a business entity in [state]
What belongs in an operating agreement?
Operating agreement checklist for owners
Do I need a lawyer to review this contract?
Contract review: what we check and why
What happens at a first court date for a DWI?
Your first DWI court date in [county]
How long does a family petition usually take?
Family petitions: steps and current timelines
Can my employer fire me for filing a complaint?
Retaliation after a workplace complaint
How do families pay for long-term care?
Paying for long-term care in [state]
Illustrative examples. Bracketed names are filled in for your market.
vii. Attorney clients
I have a number of sites and have been with Smart Chimp month-to-month for over two years. Beyond their brilliance with content, they're honest, and I can depend on them for anything.
Smart Chimp's content strategies are second to none. We've learned so much and continue to break record intake month over month
Grateful for our relationship with Smart Chimp. Their AEO content strategies got us cited in days.
Smart Chimp is brilliant. Their content strategies got us cited and ranked. I can't thank them enough.
viii. Project structure and pricing
Two ways to work, priced separately. A project is fixed-price and finished in 30 to 60 days. A monthly plan is month to month, with no setup fees.
From $9,500, fixed before you sign
We scope the project from a gap review of your site against your top competitors, then quote one number and hold it through delivery.
Starts at $1,500 per month
Once the foundation is live, ongoing work builds on it. Scope is set after the foundation, matched to what your firm needs next.
ix. Common questions
A rewritten version of one existing page on your site, delivered by email as copy you can keep and use, with short notes on what changed. A practice-area page gives the clearest comparison. You do not need to book a call to receive it.
No. Search engines and AI assistants decide what to show, and answers vary by person, place, and day. We build pages that are clear, accurate, and easy to read and quote, then report what changed using measures you can check yourself.
We study 10 to 30 samples of your own writing across 21 dimensions, such as how you build sentences, explain a process, and handle a hard question. That becomes your Voice Profile, which every page is written against. You review it before production starts.
More detail is on how Voice DNA works.
We source statutes, court procedures, and local facts, and flag anything we could not confirm. You review and approve every page before it is published, because the professional responsibility for your advertising stays with you.
Two ways to work. A fixed-price project, finished in 30 to 60 days and starting at $9,500, or a month-to-month plan starting at $1,500 a month. Every starting price is on our pricing page.
Market exclusivity comes with most monthly plans. While your plan is active, we work with one firm per practice area in your market, so a direct competitor there cannot hire us for the same work. Your proposal names the practice area and the market it covers; projects and the Essentials plan do not include it.
Yes. We design and build law firm websites on Netlify, WordPress or Squarespace, starting at $5,000, and write the content too. Your firm owns the domain, the hosting account and every page. Hosting fees and ad spend are paid by your firm directly.
x. Start with one page
The fastest way to judge our work is on your site, not someone else's. Send one page and we will send back a rewritten version you can compare line by line.
We email you to confirm the page and your delivery date before work begins. Prefer to talk first? Book a 30-minute strategy call. It is optional.
Thank you. We have your page and will email you to confirm it and the delivery date.
If you want to talk it through, you can book a strategy call.
