# AI for Law Firms: The Law Firm Marketing Agent Product page: https://www.winstondigitalmarketing.com/products/ai-for-law-firms/ Price: $47 USD // product / law firms ## AI for law firms: it learned from law firm websites, and that is the problem. A marketing and intake agent for a law firm. It refuses outcome promises, specialist wording your attorneys may not be entitled to, results without disclaimers, and review replies that confirm someone was a client. Twelve workflows, eight lines you do not cross, and an audit of the site your website vendor left you. **$47** [Get the kit](/contact/?product=ai-for-law-firms) [Or read the free guide first](/playbooks/law-firm-seo/) Buying goes through a short email for now: the button opens a request, and John sends the kit and a payment link the same day. Fourteen day refund, no questions, including that you read it and decided it was not for you. > General information, not legal advice. Lawyer advertising, solicitation, specialization, testimonial and confidentiality rules are set state by state and they differ. Most states start from the ABA Model Rules and change something. Confirm anything here with your state bar's ethics resources and your own ethics counsel. ## Why an AI assistant is risky in a law firm. Law firm marketing has a house style. Aggressive. We fight for you. Guaranteed. Maximum compensation. Specialist. Millions recovered. No fee unless we win. Those phrases are on a great many law firm websites, so they are in what an AI assistant learned from. Ask for a car accident page and you get the average car accident page, and the average one implies an outcome nobody controls or uses a title your attorney may not be entitled to in your state. The model is reproducing, accurately, what law firm websites say. And lawyers answer for their firm's advertising whoever drafted it. The agent refuses those categories and writes what the firm actually does instead. That converts better anyway. Someone who was served yesterday wants to know what happens next and roughly what it costs. They read past aggressive. ## Five hazards, and the assistant walks into all of them by default. - **Promises.** Guaranteed, we win, never lose, maximum compensation, beat the charges. Most states treat a statement that creates an unjustified expectation about results as misleading, and the softened versions leave the same impression. - **Titles.** Many states restrict specialist and certified to lawyers certified by an approved body, and some require naming that body. The assistant does not know who at your firm holds what. It writes specialist because the genre does. - **Results and testimonials.** Settlement figures with no disclaimer, "millions recovered", quotes from clients who never agreed to be quoted. This is where state rules differ most, and the assistant will invent both if nothing stops it. - **Clients.** A review reply that mentions the custody outcome confirms someone was a client and what the matter was. Lawyers have been disciplined for replies like that, and the ABA addressed it in Formal Opinion 496 (2021). - **Fees.** No fee unless we win, free consultation, flat fee. Each has conditions, and contingency language without the line on costs and expenses is the one that turns into a dispute. ## The site you did not write. Most firms have practice area pages from a website vendor, often the same template the vendor sold to every other firm in the country. Nobody at the firm has reread the truck accident page since it went up. That is where the aggressive advocates, the specialist wording and the uncaveated contingency promises usually sit. The included checker reads your whole site in one command and returns every flagged phrase with a file, a line number, the reason and a replacement. It ships with over a hundred rules. For a lot of firms that five minutes is the most useful thing in the box, and the output is a list you can hand straight to the attorney who signs off on advertising. ## Where it actually helps. - **Practice area pages that answer the real questions.** What usually happens next in this kind of matter, how the firm handles it, how fees work, what to bring. Built from fifteen minutes of your attorney explaining it the way they do on the phone. - **"What happens next" pages.** "I was just served." "I was arrested." "I was in an accident." One page per situation your callers describe, general information only, matching how people actually search. - **Intake call scripts.** A conflict-check warning before the caller shares details, the same questions every time, and a clear explanation of what happens next, so the first call does not depend on who answered. - **Consultation confirmations and follow-ups.** What to bring, where to park, a thank-you, a follow-up a week later. Templates with merge fields. No client information ever goes into the assistant. - **The decline letter.** The "we can't take your matter" letter most firms type from scratch. Approved once by an attorney, word for word, then used every time. - **Attorney bios and fee pages.** Bios that say what each attorney handles, in approved wording. A fee page that explains how the firm charges, with conditions in the same place. ## Where it does not help, whatever anyone selling it says. - **Legal work.** Research, pleadings, contracts and discovery belong to tools built for them and to your professional judgment. This kit is marketing and front office only, on purpose. - **Anything about a client or a matter.** No files, no intake notes, no documents. The agent stops if client information appears. - **Deciding what your state allows.** Labels, filing requirements, results and testimonial rules, solicitation rules and specialist wording vary by state. The agent applies a conservative line and marks what to ask. Your bar's ethics resources and your counsel answer, and the profile records it. - **Targeted outreach.** It will not write letters or texts to people because the firm learned they were in an accident or arrested. That is solicitation, and the rules are strict. - **Getting the phone answered.** A better page brings a call. Whether that caller becomes a client depends on who picks up and how fast. ## The urgent situation rule. Some readers need help today: someone in danger, someone in custody right now, a deadline measured in hours. A callback form is the wrong answer for them. The agent never positions a consultation booking as the response to those situations, never writes a checklist that helps a reader decide whether their deadline has passed, and never states a filing deadline as a number unless your attorney has approved the sentence. It puts your urgent route on every page where it matters, in your wording. ## What a Skill is, if you have never heard the word. A Skill is a saved, written set of instructions an AI assistant reads before it does anything. Some products call it a Project, a Gem, a custom GPT or saved instructions. The idea is the same as your firm's intake checklist: the process is written down once, so the result does not depend on who is working that day or how they phrased the request. That matters most for work you do the same way every week, which is most of the writing in a law office outside the legal work itself. This kit is that checklist, written for an assistant, with your bar's rules as you understand them built in. ## What it is not. Not software, not a course, not a list of legal AI tools. A folder of markdown files you read and then hand to an assistant you already pay for. It works with Claude, ChatGPT, Gemini or Copilot. It never touches your case management system, your documents, your client portal, your intake software or your trust account, and it is instructed to stop if client information appears. It never gives legal or ethics approval: every draft lists its legal statements separately so an attorney can review them quickly, but the review still happens. If you would rather have someone set this up and run it for the firm, that is a service Winston offers. [Ask about it](/contact/). ## Refunds. Fourteen days, no questions, for any reason including that you read it and decided it was not for you. Email john@winstondigitalmarketing.com. ## Frequently asked questions. ### Can a law firm use AI to write its website content? For most of it, yes. An assistant is good at practice area pages written as process, "what happens next" pages, fee pages, attorney bios, intake scripts, follow-up templates and Google Business Profile content. What it must be stopped from writing is the house style of legal marketing: outcome promises, specialist wording, results without disclaimers, and fee claims without their conditions. It learned from law firm websites, so it reaches for those by default. A written instruction file that refuses them, plus an attorney approving everything before it publishes, is the setup that works. This is general information, not legal advice. ### Can a lawyer call themselves a specialist on their website? In many states, only if they are certified as a specialist by a body the state recognizes, and some states require naming that body in the same place. Some states also take a view on the word expert. Rules differ, so check with your state bar's ethics resources. This kit uses only the titles and certifications your profile records for each attorney, in the exact wording you give it. ### Can a lawyer respond to a bad online review? Carefully. A reply that mentions the matter, the outcome or anything about the reviewer can reveal confidential information, even when the reviewer said it first and even after the matter is over. Lawyers have been disciplined for it, and ABA Formal Opinion 496 (2021) addresses responding to online criticism. The agent writes replies that acknowledge the feedback, give the managing attorney's contact, and say nothing about the person. Ask your counsel about anything you have already posted. This is general information, not legal advice. ### Can we put past results and settlements on our website? Often, with conditions. Many states require a disclaimer with past results, and some restrict how results may be presented. The agent never invents, rounds or totals a figure, and writes results only when your profile gives the exact approved sentence and its disclaimer, in the same place. ### Is it safe to put client information into ChatGPT or Claude? This kit says no and is built so the question does not come up. The agent works from a profile of public facts about your firm. Follow-ups and confirmations are written as templates with merge fields, and your own systems fill them. If a client file, an intake note or a document from a matter appears in the conversation, the agent is instructed to stop and tell you. Your own obligations here are a question for your counsel; ABA Formal Opinion 512 (2024) on generative AI is a sensible place to start. ### What should a law firm website say instead of aggressive or guaranteed results? What the firm actually does. How it investigates a matter like the reader's, how it prepares and negotiates, when it goes to trial, how fees work, and what happens after someone calls. That is a claim about your firm, which you can stand behind, rather than a promise about an outcome, which you cannot. It also reads better to someone who has already seen five firms promising to win. ### What do I need to run this? An AI assistant you already pay for, or a free tier. The kit is plain markdown and works with Claude, ChatGPT, Gemini or Copilot. The included checker needs Python 3, which is already on every Mac and most Linux machines. You also need one attorney willing to approve drafts before they publish, and the profile asks you to name them. ## Related reading, free. This kit is built on guides already published here, which cost nothing. Read those first if you would rather not pay for anything. - [law firm SEO](/playbooks/law-firm-seo/) - [local SEO for law firms](/playbooks/local-seo-for-law-firms/) - [local SEO for personal injury lawyers](/playbooks/local-seo-for-personal-injury-lawyers/) - [GEO for law firms](/playbooks/geo-for-law-firms/) - [the rest of the products](/products/) ## AI for Law Firms The marketing and intake agent, twelve workflows, the site audit, and the eight lines you do not cross. $47. [Get the kit](/contact/?product=ai-for-law-firms) [Read the free guide first](/playbooks/law-firm-seo/) Buying goes through a short email for now: the button opens a request, and John sends the kit and a payment link the same day. Fourteen day refund, no questions, including that you read it and decided it was not for you.