Services/industries/Legal

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Legal

Marketing for law firms — built around real legal queries, not keyword stuffing. Conflict-checked AI workflows, AEO for answer-engine citation on legal questions, regulated demand-gen that stays inside bar-association marketing rules.

05industries/legal.ts

our_take_on_legal

Legal marketing has been polluted by a decade of SEO mills writing formulaic blog posts that never answered the question the prospect actually had. Meanwhile the prospect now asks ChatGPT or Perplexity their legal question first — and the answer engine cites whichever firm bothered to publish a clear, accurate, useful response. Our angle: content built around real legal queries, conflict-check-aware AI workflows so the firm can ship at volume without creating exposure, and demand-gen that respects state bar marketing rules instead of pretending they don’t exist.

whats_broken_here

Common challenges.

01
Content mills produced content nobody wants to read — 800-word formulaic posts that rank for nothing meaningful and embarrass the firm when a client actually sees them.
02
Answer engines citing competitors — prospects ask ChatGPT a practice-area question and the cited answer comes from a firm three states away with cleaner content. Local intent left on the table.
03
Bar-association marketing constraints — testimonials, comparative claims, and certain solicitation patterns are restricted state-by-state. Most agencies don’t know the rules; firms end up self-censoring everything.
04
Conflict-check exposure on AI workflows — agents drafting content that references hypothetical clients, scenarios, or matter types without conflict-aware review. The risk is real; the mitigation isn’t hard if it’s built into the workflow.
05
Attorney bios as marketing dead weight — credentialed lawyers with five-line bios, no thought leadership, no practice-area surface area. The firm’s biggest asset, invisible in search.

how_we_work_in_legal

Our channels applied here.

SEO / AEO

Practice-area content tuned for the questions prospects actually ask — and structured so answer engines cite the firm on legal questions where local relevance matters.

Content Engineering

Conflict-check-aware editorial workflow — agents draft first against bar-compliant templates, attorneys edit, firm marketing approves a clean structured draft.

Paid Performance

Practice-area acquisition campaigns measured against signed engagement letters, not form fills. Bar-compliant creative review baked into the workflow.

Agentic Development

Attorney-page templates that scale, intake-form logic with conflict-aware routing, custom tooling where off-the-shelf legal marketing software misses the firm’s shape.

how_an_engagement_runs

A typical engagement.

PHASE 01

Practice + content audit

Map current visibility per practice area, attorney by attorney. Identify which queries the firm should own, which it’s losing to weaker out-of-market firms, and where bar-compliance constraints are blocking otherwise-good work.

week 1

PHASE 02

Foundation

Attorney-page templates, practice-area architecture, intake-form logic with conflict-aware routing, schema for attorneys / practice areas / locations.

weeks 2–5

PHASE 03

Content + AEO push

Practice-area content drafted by agents against bar-compliant templates, edited by the attorneys whose names go on it, structured for answer engines.

weeks 6–14

PHASE 04

Acquisition + retention

Paid campaigns measured against signed retainers. Email nurture for the prospect six months from a legal event. Reporting that survives a managing-partner review.

ongoing

what_success_looks_like

AEO

legal_citation

Practice-area content engineered so ChatGPT and Perplexity cite your firm on the legal questions your prospects ask.

Conflict

check_aware

AI drafting workflow designed so agents never write into conflict-exposure territory without attorney review.

Signed

retainer_attribution

Paid and organic measured against engagement letters, not form-fill vanity counts.

questions_we_get

Honest answers.

How do you handle conflict checks on AI-drafted content?

The drafting workflow is conflict-aware by design — agents work from approved templates that don’t reference hypothetical clients, opposing parties, or matter types outside the firm’s public marketing scope. An attorney reviews before publication. Bar-compliance review is built into the same step, not added on at the end.

Will the content actually sound like a lawyer wrote it?

First draft is the agent’s; the attorney whose name attaches to it edits. The voice is the attorney’s, the throughput is the agent’s. Most of the legal content we ship reads better than the formulaic posts firms were getting from content mills — because an actual lawyer is in the loop.

Can you work inside state bar marketing rules?

Yes. We work state-by-state — testimonial restrictions, comparative-claim limits, solicitation rules, certified-specialist disclosures. The constraints shape the creative; they don’t stop the work from shipping.

How do you measure success for a law firm?

Signed engagement letters and retainer revenue, attributed back to channel. Form fills are an intermediate metric; the partner meeting reviewing marketing budget cares about pipeline that actually became matters.

Ready to put The Nine to work in Legal?

next_step

~$nine init --audit

Start with an Insight Genesis audit. Six weeks. Fixed scope. A written diagnosis of where your marketing actually stands — plus a working agent prototype tailored to your business.

Start an audit→↵Book a discovery call⌘ B