Based on what buyers actually ask
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Law firm SEO
Law firm SEO for the age of AI answers
Prospective clients now ask AI which firm to call. WriteWorks shows whether ChatGPT and Google's AI answers recommend your firm for each practice area and market, flags anything they get wrong about you, and helps your team publish practice-area content that partners can sign off.
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SCSam Cartersam@example.com
WRITEWORKS
Measure/AI visibility
Search brands, prompts, competitors…⌘K
New1.2M (62%) leftAsk AI
The challenge
Why legal SEO needs to cover AI answers
The gaps between ranking for a practice area and being the firm AI recommends.
AI answers name a few firms, not a page of results
"Who is the best family lawyer near me" now gets a short answer with two or three firms in it. Legal SEO that stops at rankings can't tell you whether you are one of them.
AI gets firm facts wrong
Out-of-date offices, retired partners, practice areas you no longer cover or fees you never quoted can all appear in an AI answer, and nobody at the firm sees it.
Practice-area pages are thin or locked away
Insight sits in PDFs and partner bios, while practice-area pages say little a model can quote. Firms with clear, specific pages get cited instead.
Review slows publishing to a crawl
Every page needs a partner's sign-off. Without a shared workflow, drafts stall in inboxes and the content calendar slips.
The solution
How WriteWorks runs law firm SEO
Track practice-area prompts, check the facts, ship cited pages, keep partners in the loop.
Register the questions clients ask for each practice area and city, and see whether AI answers mention your firm, at what position, and which firms they name instead. Tracked across 20+ markets.
Every claim AI engines make about your firm is checked against the facts in your Context: offices, practice areas, people and services. Wrong claims are flagged with the evidence and ways to fix them.
Briefs and drafts for practice-area, FAQ and explainer pages in the editor, reviewed on the Search, Human and Brand tabs, with Human Signal scoring the expertise and first-hand detail in each draft.
Content approvals route each draft to the right reviewer and show what is waiting and for how long, so sign-off happens inside the platform rather than over email.
Success story
What real brands fixed with WriteWorks
What each brand fixed, measured before and after with the same audit, in their own words.
“Turning caching on made our pages 2.5 times faster for crawlers. While we were in there, we fixed the headings too: guides with a clean heading structure went from 32% to 100%.”
S4
Capabilities
Built for law firms
Measurement, accuracy and review tools for firms and the agencies that serve them.
Practice-area prompt tracking
Questions grouped by practice area, persona and market, captured daily.
Truth Check
AI claims about your firm compared with your own facts, with fixes.
Human Signal
EEAT and information gain reviewed on every draft.
Local and AI discoverability checks
Organization markup, crawler access and page structure on every crawl.
Approvals and audit logs
Reviewers, roles and a record of who changed what.
Reports for partners
Scheduled reports with PDF, PPTX and email delivery.
Time savings
What changes for firm marketing teams
The manual checks and slide decks a tracked programme replaces.
TaskBeforeWith WriteWorksTime saved
Check whether AI recommends the firmAsking assistants by handTracked per practice area, dailyRepeat checks gone
Find what AI gets wrong about the firmNoticed by accident, if at allTruth Check flags it with evidenceBuilt-in
Draft a practice-area pageBlank page and a partner's notesBrief from the prompts you loseResearch time
Report to the management committeeScreenshots in a slide deckScheduled reportHours a month
Included
What's included for law firms
AI search visibility, Truth Check and the content engine in one platform.
Practice-area and local prompt tracking across 20+ markets
ChatGPT on every plan; Google AI Overviews and AI Mode from Growth
Truth Check for wrong facts about your firm
Human Signal review for expertise and first-hand detail
AI discoverability crawl with Organization schema checks
Content approvals, roles and audit logs
Competitor firm share of voice
Scheduled reports with PDF and PPTX export
Built for
Who it's for
Marketing, BD, partners and the agencies that run legal SEO.
Law firm marketing and BD
Make AI answers a measured channel for new enquiries, by practice area.
Legal SEO agencies
Run law firm SEO for several firms, with a workspace per client on agency plans.
Partners and practice heads
Turn expertise into pages AI can cite, without writing every draft yourself.
Risk and compliance
Approvals, roles and audit logs around everything the firm publishes.
Featured story
GraftPal
“A near-perfect audit score made it easy to think the job was done. WriteWorks found the one gap that mattered: none of our homepages said who we are in a way a machine could read. We added Organization markup in every market and dated every FAQ page, and key pages carrying the schema AI expects went from 92% to 100%. Small changes, and a much clearer picture of GraftPal for AI.”
GraftPal team
Read the full story0% → 100%
Market homepages with Organization markup
20% → 100%
Articles and FAQs with a modified date
6.7x
Faster median server response to crawlers
FAQ
Frequently asked questions
Everything teams typically ask before getting started.
What is law firm SEO in AI search?+
Law firm SEO has always meant ranking for practice-area and local searches. AI search adds a second outcome: being one of the few firms an AI answer recommends. WriteWorks measures that outcome directly, practice area by practice area, alongside the page-level work that supports it.
Can WriteWorks fix what ChatGPT says about my firm?+
No tool can edit an AI answer. Truth Check finds where AI engines state something about your firm that contradicts your own facts, shows the evidence, and suggests the fixes, usually a clearer page on your site or a correction to an out-of-date source. Re-runs show whether the answer changed.
Which AI platforms are covered?+
Starter tracks ChatGPT. Growth adds Google AI Overviews and Google AI Mode. Enterprise and agency plans track every platform WriteWorks supports, including Claude, Gemini, Perplexity, Microsoft Copilot and Meta AI.
Does WriteWorks give legal advice or check content for regulatory compliance?+
No. WriteWorks measures visibility and helps your team write and review content. Accuracy and regulatory sign-off stay with your lawyers, which is what the approvals workflow is for.
Is this suitable for SEO agencies serving law firms?+
Yes. Agency plans give each client firm its own organisation with its own prompts, competitors, brand context and reports.
Is there a free trial?+
Yes. Starter has a 7-day free trial, enough to set up a practice area's prompts and see where the firm stands on ChatGPT.
Explore more
Keep exploring
Related solutions, adjacent use cases, and platform features.
Make your firm the one AI recommends
See where your firm stands for each practice area, correct what AI gets wrong, and publish the pages that earn the recommendation.