Your firm's back catalog, rebuilt for AI search

Start with what the firm has already written

Before planning anything new, we look for strong material your site holds that is hard to reach: client alerts and white papers locked in PDFs, where one passage is hard to quote or credit; the answer a client wanted, nine paragraphs into a practice group overview; partner expertise with no name attached.

Most was drafted for someone reading top to bottom; an AI system has to pull out one answer and figure out which lawyer it belongs to. Applying generative engine optimization to your existing library closes that distance.

Gaps between what you explain and what clients need

Large firm sites describe each practice in depth and say little about what a prospective client needs before calling. Our audit grades, page by page, each client question that page raises.

Grades come from a written question set, never keyword tallies. The figure shows a common pattern, not a measurement.

One site, several states' advertising rules

Each office's pages answer to its own state's rules. The ABA wrote its Model Rules as a template, and each state's adopted text is what binds your lawyers. Under Model Rule 7.2(d), a covered communication must identify a lawyer or firm accountable for it and a way to reach them, so a multi-office site decides, office by office, whose name and number each page carries.

When one page is read in many states, which rules control is a call for your ethics counsel. Model Rule 8.5 points to where the conduct happens or where its main effect lands, and the ABA applied that test in Formal Opinion 504. For one state in detail, see our North Carolina and Virginia guides.

Attorney bios and office details that agree everywhere

An AI system has to work out how your offices and practice groups connect. Consistency does most of that work.

• BiosOne layout in every office: practice groups, home office, bar admissions and matters handled.
• Office listingsName, address and phone match on every page, and the structured data repeats what the page shows.
• AttributionFor each page, whether it carries a named lawyer, what that lawyer can vouch for, and where firm authorship fits better.

A library for each practice group

We organize content the way clients frame their needs: by practice group, office, client type or matter. Every practice group gets its own library.

PDFs are handled one at a time. The original stays, we pull out the findings worth reusing, and they become a new page, fold into an existing one, or remain a download. If pages merge, a redirect specification maps every old address to its new home, so earned links carry forward.

Records your risk reviewers can audit

Each factual statement we write is verified against a primary source, and a ledger notes the source and the date checked. It can go straight to your ethics or risk committee, and no page goes live until a licensed attorney at your firm approves it.

For measurement, we put a fixed list of client questions to the major AI systems at set intervals and record which firms appear in your practice areas. The method is in how to track AI citations for a law firm.

Voice DNA across many offices

We give your writers a specification instead of replacing them. A Voice DNA profile captures how your firm writes across 21 dimensions, drawn from its best approved material rather than a generic style guide, and your in-house team can apply it to work we never see. A standalone profile is $2,500, credited back if you begin an engagement with us inside 90 days.

The three phases of an engagement

1. Audit and plan. We catalog pages, PDFs, claims, attorney and office data, and client questions, then deliver a scoped plan marking each item to rewrite, convert, merge, redirect or keep.
2. Build and restructure. We work through the approved scope one page at a time and hand over source files, fact-check records and notes for your web team. Any later additions carry a per-page price fixed when the scope was first agreed.
3. Governance, if you want it. Measurement, pages for new offices, and a current Voice DNA profile.

Scope is settled per page up front; starting prices are on the pricing page. To test the approach on your own content, ask for a free page rewrite: send one page, and we email back a rewritten version. A call is up to you.

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