This is the core of our services for law firms. Nobody controls which firm an assistant recommends, and we will not tell you otherwise. Our job is narrower: give each client question on your site an answer that is accurate, sourced and recognizably your attorney's.
How the work runs, step by step
- Authority Asset. Every firm knows things it has never published: the checklist a paralegal hands new probate clients, the fee explanation your attorney gives in every first meeting. We write that knowledge down, and the record feeds every later step.
- Voice DNA. Next we score how your attorney writes and speaks on 21 dimensions, such as word choice, sentence length and the way a hard topic gets explained to a worried caller. The result is your Voice DNA profile, which belongs to your firm.
- City Intelligence. Then we study your market: what people in your county ask, what competing firms already cover, and the gaps no one has filled. You get a ranked list of the questions to answer first.
- AEO Creation. Last, we draft and publish. Each page opens with its answer, backs it with specifics from the firm's record, names the attorney behind it, and carries markup that tells software what the page is. Our AEO guide for law firms lays out that pattern.
The order is deliberate: a writer working from documented knowledge and a written voice spec never has to guess about your firm.
Project or monthly plan: what changes
The method is identical. A project finishes; a plan continues. Either way, your attorney signs off and we publish.
| Project | Monthly plan | |
|---|---|---|
| What is included | All four steps once, ending with pages live on your site, not drafts in a folder | Market research and new pages each week, with the calendar, research and drafting on us |
| Length | Done in 30 to 60 days | Weekly publishing begins right away; the plan runs month to month |
| Voice DNA profile | Handed to the firm when the project closes | Tuned using your first three months of live pages, then handed to the firm |
| Attorney review | Your attorney reads and approves each page before it goes up | Roughly 30 minutes each month on smaller plans; larger plans take more |
| Reporting | No reports once the project closes | We run an agreed list of client questions through AI platforms and report what comes back; larger plans add competing firms for comparison |
| Market exclusivity | Not part of a project | Included on most plans |
| Starting price | From $9,500, with the fee fixed before work begins | From $1,500 a month with no setup fee |
Most monthly plans include market exclusivity. Your written proposal states whether yours does and spells out the practice area and the market it covers. See our pricing for starting figures, and read retainer or project for law firm content for help choosing.
Pages and posts we produce
We build each piece around a single question a real client has asked, and we put the reply first so a quoted paragraph stands on its own.
- Practice-area pages describing your work as your attorney describes it to a new client, with the questions people ask before booking a consultation. Our estate planning guide shows one practice in depth.
- County and city pages built from research on the local courthouse, procedure and what residents ask.
- Question pages, each devoted to one question, with the direct reply leading and the explanation after.
- Newsletters for former clients and the professionals who refer matters to you, written in the voice your site uses.
- Social posts cut from pages already published, so what your firm says on LinkedIn, in Google Business Profile updates and on the site stays consistent.
Not included: running your social accounts, answering comments or messages, or buying followers. Paid ads and video are separate services.
Bar advertising rules apply to every sentence
A sentence an assistant quotes from your site reaches the reader without its context, and the conduct rules still govern it. Under ABA Model Rule 7.1, what a lawyer says about the firm and its work may not be false or misleading, and the rule counts a message as misleading if it gets a material fact or the law wrong, or drops a fact the message needs to be accurate as a whole.
Case results need extra care. North Carolina's Rule 7.1 treats as misleading a statement likely to create an unjustified expectation about what a lawyer can achieve. Its comment [3] explains that even an accurate account of past wins can mislead when a reasonable reader would take it as a forecast for their own matter, and that suitable disclaimers or qualifying language may avoid that finding. For that reason our drafts leave results out; whether any appear, and how, is the attorney's call.
Each factual statement is traced to a primary source before your attorney sees the draft, and nothing goes live without the licensed attorney's approval. We do not give legal advice. Your own state's rules control, which is why attorney review is the last step.
Common questions
Who owns the pages you write for us?
Your firm owns every page we publish for you, whether you hired us for a project or a monthly plan. Project clients also keep the Voice DNA profile when the project closes.
Which option should we start with?
Begin with the free page rewrite. Send us one page from your site and we email back a rewritten version. A call afterward is optional.
Keep reading
Sources
- American Bar Association, Model Rules of Professional Conduct, Rule 7.1, Communications Concerning a Lawyer's Services (linked above)
- North Carolina State Bar, Rules of Professional Conduct, Rule 7.1 and comment [3] (linked above)