Growth for legal, starting from what buyers ask.
Below is the working prompt set for this vertical — 8 questions your buyers put to an assistant before they ever reach your site. Everything we build is scored against it.
Get your prompt setThe prompt set
8 questions we measure against
- 01Personal injury lawyer with free consultation near me
- 02Employment solicitor for an unfair dismissal claim
- 03How much does a commercial lease review cost
- 04Which firm handles cross-border corporate disputes
- 05Do I have a case for constructive dismissal
- 06Family lawyer who offers fixed-fee divorce
- 07Immigration lawyer for a skilled worker visa refusal
- 08What happens at a first consultation and what should I bring
Your live set is built around your categories, locations and competitors. This is the starting template for the vertical.
What makes this vertical different to work in
Intent is urgent and local, so speed to lead decides most matters
Practice-area pages read as brochures rather than answers to the client's question
Fee opacity pushes qualified enquiries toward firms that publish a range
What we usually run here
Example implementation framework. What follows describes how we would approach a legal engagement. It is method, not a record of a completed client project, and contains no performance figures.
Regulatory constraints
Legal advertising rules vary by jurisdiction and bar association. Claims and testimonials are checked against local rules before publishing.
Business challenges
Intent is urgent and speed decides the matter
The firm that answers first is very often the one instructed. Response time is usually measured in days.
Practice pages read as brochures
They describe the firm rather than answering the question the client typed.
Fee opacity loses qualified enquiries
Clients move toward firms publishing a range, because uncertainty is itself a deterrent.
AI marketing, SEO, GEO and AEO strategy
Speed-to-lead first
Routing, alerting and a first-touch sequence measured in minutes — usually the highest-return change available.
Question-led practice pages
Do I have a case, what will it cost, how long does it take — answered directly.
Fee range publication
A range or fixed-fee option removes the objection sending enquiries elsewhere.
Local and matter-type structuring
Practice area combined with jurisdiction, structured for map and assistant retrieval.
30, 60 and 90 day action plan
- Days 1–30
Baseline and foundation
- Prompt set by matter type
- Baseline recorded
- Speed-to-lead measurement
- Technical and local audit
- Days 31–60
Structure and publish
- LegalService and Attorney schema
- Question-led practice pages
- Fee transparency
- Intake routing rebuilt
- Days 61–90
Convert and corroborate
- Consultation conversion work
- Local citation and review programme
- Matter-type reporting
- First re-measure
Expected workflow
- 01DiscoverBuild the prompt set from real buyer language, record the visibility baseline across four assistants, and audit the technical foundation.
- 02DiagnoseRank findings by commercial impact rather than severity label, and agree what qualified means with the people who take the calls.
- 03BuildRemediate the foundation, deploy the schema graph, and restructure templates so a complete answer sits at the top of each page.
- 04PublishShip answer-first content against the highest-value prompts, with every statistic carrying a named source and date.
- 05CorroborateBuild the mentions, listings, reviews and coverage that let an assistant verify claims somewhere other than your own site.
- 06MeasureRe-measure against the recorded baseline monthly and report pipeline first, with attribution limits stated in the report.
Deliverables
- Category prompt set and recorded visibility baseline
- Technical audit with a prioritised, costed fix list
- Schema graph across every page template
- Answer-first content programme
- Citation and corroboration programme
- Conversion instrumentation and attribution model
- Monthly report opening with pipeline created
AI tools and automation
AI visibility
- ChatGPT
- Google Gemini
- Perplexity
- Microsoft Copilot
- Claude
Search & measurement
- Google Search Console
- Bing Webmaster Tools
- GA4
- Looker Studio
Technical
- Screaming Frog
- PageSpeed Insights
- Schema validators
- Lighthouse CI
Automation & CRM
- HubSpot or equivalent CRM
- Workflow automation
- Lead routing and alerting
- Conversational agents
KPIs legal businesses typically monitor
Speed to first human response
The metric most correlated with instruction rate in legal services.
Citation rate by matter type
Different practice areas compete in entirely different answer sets.
Consultation bookings by practice area
Matters have very different economics and should never be blended.
Enquiry-to-instruction rate
Measures qualification quality, not just volume.
Review volume by office
A dominant local ranking and trust signal.
Frequently asked questions
It usually decides the matter. Legal intent is urgent and local, and the firm that answers first is very often the one instructed.
Find out what AI says about you right now.
We run your real buyer prompts through four assistants and send you the transcript, with your position and your competitors’. No charge, no call required to receive it.
Typical turnaround: 3 working days.