What goes into it
You provide 10 to 30 samples of your own writing and answers to an intake questionnaire. We study how you build sentences, explain a process, and handle a hard question, along with the rest of the 21 dimensions. The result is your Voice Profile, plus standards for the terms you use, the claims you avoid, and your state's advertising rules.
It is step two of our four-step process, and production does not start until you sign off. More detail is on the Voice DNA page.
Why it matters in AI search
Assistants repeat what they find. If your pages read like every other firm's, there is little to set yours apart, which is one likely reason AI names a competing firm instead of yours. Google's guidance on helpful content asks whether a page clearly demonstrates first-hand expertise and depth of knowledge. Pages written in a practicing attorney's own voice, with that attorney's judgment and local detail, are better placed to show it.
What it does not replace
A Voice Profile governs how a page sounds, not whether it is accurate. Every page is still sourced, checked against your state's rules, and approved by you before it is published. The ethics side of AI drafting is covered in whether lawyers can use AI to write their websites. For the kinds of pages a profile is applied to, see our estate planning page guide.
Go deeper
The GEO guide for law firms covers what makes a page worth citing by name, including writing in your own voice.
Common questions
What counts as a writing sample?
Anything you wrote yourself for a public or general audience, such as articles, blog posts, newsletters, or past web pages. Leave out confidential client information.
Is a Voice Profile the same as a brand style guide?
No. A style guide sets rules for a brand. A Voice Profile describes how one attorney actually writes, so pages sound like that person rather than a generic firm.