Help people find your firm on Google and in AI answers

How do people look for a lawyer now?

They search Google for things like “divorce lawyer in Tulsa” or “what to do after a car accident”, look at the map pack, read reviews, and some ask AI assistants. An AI answer usually names only a handful of firms. We can’t control who gets named, but the AI tools draw on things we can work on: clear practice-area pages, consistent directory listings, reviews and mentions across the web.

How do you keep the marketing within bar rules?

We use the ABA Model Rules 7.1 to 7.3 as the baseline, and your state bar’s rules override them. In practice:

• Nothing misleading: no “best”, no “top”, no comparisons nobody can verify, and no promised outcomes.
• No “expert” or “specialist” unless you’re certified by an approved body, which we name. That’s stricter than the ABA rule, and we check your state’s rule too.
• Case results and testimonials only with written client consent on file, plus the disclaimer your state requires.
• The name and contact details of the lawyer or firm responsible, on everything we publish for you.
• “Attorney Advertising” labels where your state requires them.
• Contact forms that say submitting doesn’t create an attorney-client relationship, and that ask for no confidential details.
• Two checks before anything goes live: Rhea, our compliance agent, checks it against the rules and our owner approves it. Then a lawyer at your firm signs it off.

We’re not a law firm and we don’t give legal advice. Your ethics counsel has the final word.

What do you do for a law firm?

• Practice-area pages (Quinn and Penn): one per practice area, and one per city only where you have a real office. Each covers who it’s for, what you do, how the process works, fees as you state them, timelines as ranges, what to bring to a consultation, and real FAQs.
• “What to do after…” articles: answer-first guides of the kind people read before they call a lawyer, with local court names, deadlines with the statute cited, and a note that laws change.
• Attorney bios: admissions, education, focus areas, real background and a human detail.
• Structured data (Sage): LegalService markup for the firm and Person markup for each lawyer, built only from facts you confirm.
• Google Business Profile (Lola) for each real office: categories, services, hours, photos and posts.
• Legal directories (Juno): your state bar directory, Avvo, Justia, FindLaw and Martindale-Hubbell, with the same name, address and phone everywhere. We never describe a paid listing as an award.
• Reviews within the rules (Lola): a request kit you use the same way with every client, with nothing offered in return.
• YouTube (Juno and Penn): many firms take cases across the state, and video can reach people far from your office. We plan topics from real client questions and write the titles, descriptions and chapters. You or your lawyers appear on camera. No AI-generated presenters.
• AI visibility checks (Otto): questions like “Who handles DUI cases in Mesa?” across ChatGPT, Perplexity, Gemini and Google.

How do you handle reviews for a law firm?

Carefully. Ask every client the same way, offer nothing in return, and never filter out unhappy clients. Google bans review incentives and asking only happy customers, and the FTC’s review rule bans incentives tied to a positive review.

Replies work differently for lawyers. Under client-confidentiality rules (Rule 1.6, and ABA Formal Opinion 496 on responding to online criticism), a reply must not confirm the reviewer was a client or discuss their matter. For a positive review, that means a general thank-you. For a negative one, often no reply at all, or a short neutral line. A lawyer at your firm approves every reply.

Do you sell link building to law firms?

No. Link schemes break Google’s spam policies, and a penalty can cost a firm its rankings. We earn mentions through your bar association, local press, legal directories and talks you give.

How do you charge law firms?

Flat fees only: a fixed project price or a fixed monthly fee - never a share of your fees, never per case or per lead. Those other arrangements can conflict with ABA Model Rules 5.4(a) and 7.2(b). Prices are scoped after the free snapshot.

What do you need from a law firm?

• The substance from a lawyer. You know the law and your clients. We add the structure, the markup and the search work. You can write it or dictate it.
• Your practice areas, the states you’re licensed in, and the case types you don’t take.
• Consultation terms (free or paid, contingency or hourly) exactly as you state them.
• Required disclaimers and any state filing rules for advertising.
• Written consent records for any case result or testimonial you want shown.
• Access by invite: Search Console, Analytics, your Google Business Profile and your website.
• A lawyer to sign off on each page, reply and post.

How do you measure results for a law firm?

• Qualified calls and consultation requests, using a rule we agree with you, such as calls over a set length.
• Search Console clicks and impressions for practice-area searches.
• Google Business Profile calls, website clicks and direction requests.
• AI answers: who gets named for your practice-area questions, and whether you’re one of them, over several months.
• New reviews and your average rating.

Frequently asked questions