How law firms can get more clients with AI
People hire lawyers after a stressful search, usually by describing their problem in plain words. AI can help a firm write clear pages for each practice area and answer new inquiries quickly, so the right matters reach an attorney. Advertising rules apply, so a lawyer should review what is published.
Talk through your firm with the person who builds it
A free 30-minute call. You leave knowing which part of your law firm to hand to AI first, what we would build, and roughly how long it takes.
Write the way clients search
Clients do not search for a legal term. They search “my landlord won’t return my deposit” or “do I need a will if I rent.” A page per practice area that starts with a plain answer matches how people look.
AI can draft these from an attorney’s notes. The attorney corrects them for accuracy and local law before anything is published.
Reply quickly and carefully
The first firm to respond usually gets the consult. A reply should thank the person, ask a few intake questions, state clearly that no attorney-client relationship exists yet, and offer a time to talk.
Check your state’s attorney advertising rules, including how you describe results and specialties.
Make a consult easy to book
Many visitors leave because the next step is vague. A clear button, a short form that asks the matter type and a stated reply time keep them moving. Include office hours and whether the first call is free, if it is.
Picture this
Examples of what it can look like. Illustrations, not clients.
A person searches for help with a small business lease dispute. A well-built page on commercial lease disputes explains the first steps, and the contact form asks for key dates.
A referral from another attorney arrives at night. The firm sends a prompt, polite acknowledgment and a request for the file.
The rules that apply, in their own words
“unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful.”
“header information that is materially false or materially misleading.”
Sources
- 15 U.S.C. § 7704 (CAN-SPAM Act): Rules for commercial email: honest headers, opt-out, address.
- ABA Model Rule 1.6: Confidentiality of Information: The model ethics rule on protecting client information.
- NIST AI Risk Management Framework: The U.S. standards body’s framework for using AI responsibly.
- 15 U.S.C. § 45 (FTC Act, Section 5): The federal ban on unfair or deceptive business practices, ads included.
Talk through your firm with the person who builds it
A free 30-minute call. You leave knowing which part of your law firm to hand to AI first, what we would build, and roughly how long it takes.
Questions
Can I promise outcomes on my site?
Be careful. Most bar rules restrict promises and comparisons. Have your ethics rules in front of you when you review copy.
Who writes the final copy?
A lawyer at your firm. AI drafts and organizes, and a person approves.
Is paid advertising worth it?
That depends on your practice area and budget. Start by making your site and intake strong so any traffic you pay for converts.
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