Two capabilities. One outcome.
We engineer your content to get cited by AI search engines, and we write it in your actual voice. The technical work and the voice work are inseparable. Here’s how both halves work.
How we architect content for AI search
Citation engineering is the part of the work no other attorney marketing company does, because it requires a methodology that didn’t exist two years ago.
The Strategic Gap Analysis
Before any content gets planned, we run a Strategic Gap Analysis comparing your site against your top 2-3 competitors. We pull every sitemap, identify every page they have that you don’t, and produce a prioritized Excel document covering practice area gaps, city and county page gaps, resource and FAQ gaps, trust signal gaps, and lead generation gaps.
The analysis also identifies leapfrog opportunities — pages nobody in your market has built yet that would give you a defensible competitive edge.
The gap analysis is the document that drives the build. We don’t write pages because they sound interesting. We write the pages that close real gaps against real competitors.
The Page Types
Generic content marketing produces blog posts. We produce seven different page types, each engineered for how AI engines actually use content: answer pages, comparison pages, calculator and decision-tree pages, tracker pages, checklist pages, glossary and authority pages, and booking pages.
Each page type is built to win a specific kind of citation — some get lifted as text, some get rendered as generative UI inside AI Mode, some get monitored by background information agents for the prospects tracking specific topics.
The Four-Tier Geographic Hierarchy
For local search, we build content across four geographic tiers: state, county, city, and neighborhood. Each tier captures different search behavior. State pages establish jurisdictional authority. County pages capture court-system and probate-specific queries. City pages capture “near me” intent. Neighborhood pages capture the hyperlocal long tail where AI engines now pull answers for prospects asking about specific parts of a metro area.
Most firms build city pages and stop. The ones that build all four tiers own the local AI citation market in their practice area.
The Technical Foundation
Schema markup, internal linking architecture, machine-operable summaries, JSON-LD, change triggers, last-reviewed dates that update only when a human actually reviews the page. The technical scaffolding that determines whether AI engines can read your content at all and whether background information agents surface your pages to the prospects tracking specific topics.
Done right the first time, not patched in month nine.
How we replicate your actual writing voice
If citation engineering is the architecture, Voice DNA is the material the architecture is built from. Citation engineering without Voice DNA produces content that gets indexed but discounted. Voice DNA without citation engineering produces authentic content that never gets found.
The Four-Tier Geographic Hierarchy
For local search, we build content across four geographic tiers: state, county, city, and neighborhood. Each tier captures different search behavior. State pages establish jurisdictional authority. County pages capture court-system and probate-specific queries. City pages capture “near me” intent. Neighborhood pages capture the hyperlocal long tail where AI engines now pull answers for prospects asking about specific parts of a metro area. Most firms build city pages and stop. The ones that build all four tiers own the local AI citation market in their practice area.The 21-Dimension Analysis
We analyze your writing across 21 distinct linguistic dimensions. Not “tone” or “style” in the generic sense — specific, measurable patterns that fingerprint how you actually write. Sentence architecture. Vocabulary fingerprint. Persuasion strategy. Emphasis techniques. Plus 17 more we’ve spent years refining. The output is a proprietary framework no other attorney marketing company has. The methodology stays ours. The results show up in every page we write for your firm.The Voice Profile
The output is a 30-50 page Voice Profile specific to you. Not a tone guide — a forensic linguistic blueprint that makes it possible to write content indistinguishable from what you’d write yourself, at scale. The Voice Profile drives every page we build for your firm. Not as a loose reference. As a strict input. The result is content your clients can’t tell isn’t yours and your competitors can’t replicate by buying a ChatGPT subscription.The foundation work, done fast on purpose
Most marketing companies stretch foundation work across 12 months of retainer billing. We do it in 30 to 90 days, depending on scope. The timeline matches what your firm actually needs, not an arbitrary billing cycle.
How projects get scoped
Before any content gets planned, we run a Strategic Gap Analysis comparing your site against your top 2-3 competitors. We pull every sitemap, identify every page they have that you don’t, and produce a prioritized Excel document covering practice area gaps, city and county page gaps, resource and FAQ gaps, trust signal gaps, and lead generation gaps.
The analysis also identifies leapfrog opportunities — pages nobody in your market has built yet that would give you a defensible competitive edge.
The gap analysis is the document that drives the build. We don’t write pages because they sound interesting. We write the pages that close real gaps against real competitors.
What the foundation usually looks like
For most firms (95% of what we build), the foundation is state, county, city, and neighborhood pages plus practice area page rewrites. The pages that win local citations in AI search and move the needle on intake. If your firm needs a different mix — deeper authority architecture, content silos, specialized topical coverage — we scope it into the project up front.
What happens in the first week, every project
Day 1: You sign on. We send the intake document (25+ questions) and request 10-30 writing samples.
Days 1-7: As you return the intake answers and samples, we run the Strategic Gap Analysis against your top competitors and the Voice DNA analysis for your firm. The faster you return the intake, the faster we finish both. You review and approve before any content gets written.
Then content production begins
Pages publish in batches as you approve them. Schema markup, internal linking, and the technical foundation deploy alongside each page, not in a separate phase at the end. By the end of your timeline — whether 30 days or 90 — the full foundation is live and being cited by AI engines.
The conversation we have when the foundation is done
The packages are foundation work. They build the pages that win local citations and move intake. They are not the entire content strategy for your firm.
Once the foundation is live and getting cited, the strategic conversation begins. This is the work that compounds on top of the foundation, deepens your authority in your market, and converts the prospects the foundation pages are now bringing in.
Topic-deep authority clusters built around the questions your prospects research before they call. Family business succession. Estate planning for blended families. Premises liability. Each silo starts with a Citation Blueprint mapping the 30-50 highest-citation-probability questions for the topic, then builds out hub pages, spoke pages, glossary nodes, and evidence pages — the full architecture needed to own a topic completely in your market.
Substantive long-form content that demonstrates your expertise to high-value prospects, gets used as lead magnets, and gets cited as authoritative reference material by AI engines.
Scripted video content in your voice, optimized for both YouTube search and AI engine citation. Google AI Overviews and AI Mode pull from YouTube transcripts for many practice-area queries, especially process and how-to questions. Most attorneys ignore this entirely.
Fast-turnaround content tied to news events, regulatory changes, or trending legal stories in your practice area. Published in your voice within 24-48 hours of a relevant event. Catches the surge of search traffic while attention is on the topic and positions your firm as the local expert on whatever just happened.
LinkedIn, Facebook, and Instagram content in your voice. Not generic “law firm Tuesday” filler. Real commentary on real cases, real explanations of real questions, real proof that you actually know your practice area.
Monthly newsletters that keep your firm top-of-mind with past clients, prior consultations, and warm contacts. Lead magnet email sequences that nurture prospects until they're ready to hire.
Custom GPTs trained on your firm's intake process, document drafting, or paralegal workflow. Internal efficiency tools that pay for themselves quickly.
Pricing for ongoing engagements starts at $1,500/month, with scope matched to what you actually need. Month-to-month, no contracts. If we stop earning it, you stop paying. See full packages and pricing.
Designed for the next phase, not just this one
At Google I/O 2026, Google announced that AI Mode now generates custom interfaces directly inside search results. When a prospect asks “should I use a will or a trust for my situation,” AI Mode no longer just returns a paragraph of text. It can build a comparison table, a decision tree, or a personalized calculator on the fly — pulled from the content of the sites it trusts most.
Most attorney content is structured as articles. AI Mode rewards content structured as answer architecture. We build comparison pages with clear criteria, decision pages with explicit if/then logic, calculator pages with defined inputs and outputs, and tracker pages that AI engines monitor for changes — as part of the standard infrastructure for every firm we work with.
The same principle applies to the background information agents Google launched alongside AI Mode. These agents monitor specific topics for users tracking them. Pages that publish clear change triggers in if/then format get surfaced to those users. Pages that don’t, don’t. Our content architecture publishes change triggers on every page where the underlying information is volatile.
This is the work most attorney marketing companies don’t know exists yet.
What you get, every engagement
Market exclusivity.
One firm per practice area per metro. Your direct competitors cannot hire us.
Project-based pricing.
The upfront foundation gets built in 30-90 days, not stretched across a year of retainer fees.
Month-to-month after.
If we’re not delivering, you fire us.
Unlimited revisions within scope.
We get the voice right or we keep working until we do.
Proprietary methodology.
Voice DNA and our citation engineering process aren’t off-the-shelf AI tools.
Referral rewards.
Refer another firm to us, get 5% off your bill for as long as they’re a client.
Book a 30-minute strategy call. We’ll run a preliminary gap analysis of your firm against your top competitors, show you what AI search engines currently see when they look at you, and walk through what an engineered content infrastructure would look like for your practice area and market.