Attorney advertising is governed by ABA Model Rules 7.1, 7.2, and 7.3 — plus individual state bar rules that sometimes differ substantially. Our AI agents flag misleading claims, missing disclaimers, prohibited direct solicitation, and unjustified comparative statements before any content is generated or published.
Most marketing agencies don't know what Rule 7.3 says about real-time direct solicitation. We do. Every piece of advertising content we create for your firm has been evaluated against the applicable rules — including your state bar's specific variations on the Model Rules.
Our agents flag any statement about legal services that contains a material misrepresentation, omission, or claim likely to create false expectations about case outcomes. 'We win 95% of cases' without proper context fails Rule 7.1.
Every advertisement includes required disclosures (attorney advertising, responsible attorney name and contact info). Our agents check that all required language appears before content is approved — including state-specific variations like New York's required disclaimer format.
Automated intake follow-up must be indirect, not real-time direct solicitation. Our agents understand the difference between a pre-programmed email sequence (permissible) and targeted real-time outreach to a known prospect's personal circumstances (prohibited). The line is enforced at the system level.
Client testimonials and case results require disclaimers that past results do not guarantee future outcomes. Our agents automatically append required language and flag testimonials that imply a guarantee of results or that the experience is typical when it may not be.
A prospect who submits a legal inquiry and receives a response in under 2 hours is 7× more likely to retain than one contacted after 24 hours. Most law firms have no intake automation whatsoever — inbound leads sit in email inboxes until a paralegal gets to them Monday morning. We close that gap immediately: every inbound inquiry receives automated acknowledgment within 5 minutes and a live intake call within 2 hours.
Personal injury campaigns cost $60–200+ per click in competitive markets like New York. A firm generating 50 signed PI cases per year with $40,000 average fees has $2,000,000 in annual contingency revenue at stake. When you're paying $5,000–10,000 per signed case in marketing costs, you need to know exactly which campaign generated it — not just 'Google.' We build keyword-to-signed-case attribution inside Clio or Lawmatics.
The industry average intake-to-consultation conversion is 55–65%. The average consultation-to-retainer rate is 40–55%. Combined, you're losing 60–75% of inbound leads between inquiry and signed retainer. Most of that loss happens in the gap between intake call and scheduled consultation — a gap we fill with automated nurture sequences, calendar links, and two-step reminders that move prospects forward without any attorney time.
Bidding on broad 'lawyer' terms wastes budget on off-practice-area inquiries. We build practice-area-specific campaigns: personal injury by case type (car accident, slip and fall, workers comp), family law by proceeding type (divorce, custody, adoption), criminal defense by charge type. Each ad set has a dedicated landing page with practice-specific social proof, case results, and intake form — conversion rates are 2–3× higher than generic firm pages.
Intake processes that run through an attorney for initial screening waste billable hours. We build automated conflict check pre-screening — collecting opposing party names, case details, and circumstances in the intake form, then running a preliminary screen against your existing client database before a human ever looks at the lead. Only conflict-free, qualified inquiries reach the attorney or intake specialist for evaluation.
We integrate with Clio Grow, Clio Manage, MyCase, Lawmatics, Smokeball, and Filevine. When a consultation is scheduled in Clio, the reminder sequence fires. When a retainer is signed, the revenue is attributed back to the originating campaign. When a case is won or settled, the outcome is recorded for ROI calculations. Your practice management system is the single source of truth — our marketing attribution flows to it.
Most attorney SEO services chase vanity rankings for terms like "lawyer" that attract inquiries outside your practice area and waste intake hours. We rank you for the searches that precede a retainer — and we build the pages those searches land on.
Law firm SEO lives or dies on structure. One page per practice area, per location — 'car accident lawyer White Plains' gets its own page, not a bullet on a services list. Each page carries its own intake form, its own case results, and its own schema markup. This is what separates firms ranking on page one from firms buried on page seven.
We segment keywords by where the prospect sits in the decision. Informational queries ('is my case worth pursuing') earn authority content. Commercial queries ('best personal injury attorney near me') earn conversion-optimized practice pages. Bidding and content follow the intent — not raw search volume.
Attorney bios, practice area pages, verdicts and settlements, and intake forms designed around one job: turning a visitor into a consultation request. Law firm website design fails when it prioritizes the firm's history over the prospect's problem. We build for the person in crisis at 11pm, on a phone, deciding whether to call.
A Google Business Profile per office, each with practice-area-specific service listings, review generation workflows, and location pages that carry genuine local signals — not a duplicated template with the city name swapped. Multi-office firms compound this advantage; most competitors never build it.
A $200 click is reckless in family law and routine in mass tort. Every practice area has its own acquisition cost, intake-to-signed rate, and case value — and a campaign built without those numbers burns budget. Here is how we model each one.
The most competitive paid search vertical in law. We split campaigns by case type — car accident, slip and fall, workers comp, mass tort — because intake economics differ wildly between them. At $25,000–75,000 average case fees, a $7,000 acquisition cost is profitable; at a 15% intake rate it is not. We build to the signed case, never the click.
Emotionally driven, urgent, and heavily comparison-shopped. Prospects contact three to five firms before retaining, which makes response speed the single largest lever. Divorce, custody, and adoption run as separate campaigns with distinct messaging — the person facing a custody dispute is not the person planning an adoption.
Compressed decision windows — often hours, not days. Searches spike overnight and on weekends when firms are closed, which is exactly when an ABA-compliant AI intake agent earns its cost. Campaigns segment by charge type and severity, because a DUI inquiry and a felony inquiry are not the same case or the same client.
Long consideration cycles and high lifetime value through ongoing trust administration. Content-led rather than click-led: prospects research for weeks before contacting anyone. Nurture sequences and authority content outperform aggressive bidding in this practice area, and cost dramatically less per signed matter.
Plaintiff-side inquiries arrive in volume and require aggressive qualification — most do not have viable claims. Conflict checks and merit pre-screening protect partner hours here more than in any other practice area. We automate the screen so attorneys evaluate only cases worth evaluating.
Our AI agents are trained on ABA Model Rules 7.1, 7.2, and 7.3. They flag misleading claims, missing disclosures, and prohibited solicitation language before any content is published. All recommendations are reviewed against your specific state bar rules, which often differ from the Model Rules.
Industry benchmarks show most firms convert 20–35% of qualified intake inquiries to signed retainers. The biggest driver is response speed — leads contacted within 2 hours retain at 7× the rate of those reached after 24 hours. Our intake automation ensures no lead waits more than 5 minutes for initial contact.
We track the full conversion path: paid click → form submission → intake call → conflict check → consultation → retainer signed. Each stage is instrumented so you see exactly where prospects drop off and what each signed case costs by channel and campaign. Clio and Lawmatics are fully integrated for closed-loop attribution.
Yes. PI is our most heavily optimized practice area for paid acquisition. We know the competitive keyword costs ($60–200+ per click in major markets), the typical intake-to-signed rate (25–40%), and average case fee ($25,000–75,000). We build bidding strategies and landing page funnels specifically for PI intake economics — including mass tort, car accident, and workers comp as separate campaigns.
We integrate with Clio Grow and Manage, MyCase, Lawmatics, Smokeball, and Filevine — connecting your case management system to marketing attribution so that when a retainer is signed, that event flows back to the campaign that generated it. This is the law firm CRM layer most agencies skip entirely.
Law firm SEO means ranking for what prospects actually type when they need counsel: practice area plus city, case type plus 'lawyer near me', and question-style queries about their situation. It combines technical fixes, one page per practice area per location, Google Business Profile optimization for each office, and authority content reviewed against attorney advertising rules before it publishes. Ranking for the word 'lawyer' is not the goal — ranking for the case you want is.
Attorney advertising is governed primarily by ABA Model Rules 7.1, 7.2, and 7.3 — plus your state bar's variations, which often differ substantially. Rule 7.1 prohibits false or misleading claims. Rule 7.2 requires specific disclosures. Rule 7.3 restricts real-time direct solicitation. Testimonials and past results require disclaimers that prior outcomes don't guarantee future ones. Every asset we produce is checked against these before it goes live.
30-minute free Autopilot Audit. We'll review your intake response time, lead attribution, Google Ads account, and local SEO — and show you exactly how many signed retainers you're losing to slow response, missing follow-up, and keyword waste.
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