A Website Is Half the Product.
Content Is the Other Half.
Most firms buy a website, watch it rank for their own name, and conclude SEO doesn’t work. The site wasn’t the problem. Nothing was published after launch. This program builds the site in the first two months, then publishes twelve posts a month for the next ten.
The Case
Why Content Is Structural, Not Optional
A new site enters a market where established firms have years of published material. Search engines rank on relevance, authority and freshness, and a site that stops publishing at launch competes on one of the three.
AI assistants have made this sharper. When someone asks ChatGPT, Claude or Perplexity for help with a legal question, the sources cited are the ones that have answered that specific question in a form the model can extract. A site with five practice-area pages has five chances to be that source. A site with five practice-area pages and a hundred and twenty articles has considerably more.
Twelve posts a month for ten months is a hundred and twenty permanent assets. Each targets a question your prospective clients are already asking, each is structured for direct-answer extraction, and each keeps working indefinitely. That’s the mechanism — not volume for its own sake, but coverage of the questions that precede hiring a lawyer.
The Program
How the Twelve Months Run
Phase 1 — Build (Months 1–2)
Everything in the standalone build: discovery and strategy, custom design and development, practice-area page copywriting, attorney bios with Person schema, the full schema stack, intake forms with source tracking, Search Console setup, and Google Business Profile creation or claim and optimization — which you own, with us holding Manager access only.
Testing across links, mobile, page speed and form routing. Two rounds of revisions included.
Phase 2 — Content (Months 3–12)
Twelve search-optimized posts per month. One hundred and twenty across the term. Each is researched against a specific keyword cluster, written to answer a real question, structured with FAQPage schema for direct-answer extraction, aligned to your practice areas, and published to your site with internal linking to the relevant service page.
Managed hosting throughout on WP Engine, with Cloudflare providing DNS, caching and security for the full term.
Content is yours as it’s published — each month’s work becomes your property on payment for that month. You are never renting your own website.
Commercials
How the Engagement Is Structured
One monthly fee across a twelve-month term. No separate build invoice, no deposit, no staged payments to track.
The build is delivered in Months 1–2, but its cost is spread across the full term rather than charged up front — so you’re not funding a large capital outlay before the site has produced anything. Content publishing runs Months 3–12 on the same monthly fee.
If you leave early, the unamortized portion of the build is due — the part not yet recovered through your monthly payments. It declines with every payment made and reaches zero at month twelve. Nothing else is owed, and there is no claim on your domain or on anything you’ve already paid for.
Pricing is quoted after a free Strategy Review, once we’ve scoped your practice areas, page count and integration requirements. You get a fixed monthly figure and a defined scope before you commit to anything — not an hourly estimate that moves.
Boundaries
What This Program Doesn’t Do
- We don’t guarantee rankings — search visibility, traffic and AI citations depend on third-party platforms and algorithms no vendor controls. We don’t promise specific positions, traffic volumes, AI-citation outcomes, or conversion rates. What we commit to is the work: the build, the cadence, and the technical foundation that makes ranking possible.
- We don’t manage paid advertising — this is organic search and AI visibility. Google Ads and paid social are out of scope.
- We don’t do CRM integration, custom development, or brand identity work under this program. All are available, scoped separately.
Out-of-scope requests are quoted before any work begins, submitted in writing. Nothing appears on an invoice you didn’t approve.
Your Side
What We Need From You
- A single decision-maker with authority to approve content and design.
- Feedback within three to five business days — this is the largest determinant of whether the build lands on schedule.
- Practice area input, once — we need to understand what you actually do and who you want to reach. After that, content runs without consuming your time: you review, you don’t write.
- Legal compliance review — you remain responsible for the compliance of published material with your state bar’s advertising rules and disclosure requirements. We’ll flag anything that looks like it needs your attention, but the call is yours.
Common Questions