Boutique law firm

The firm had drifted into generic boutique-litigation language. We ran a two-week positioning sprint, partner interviews, win-loss notes, three reference client calls, and rewrote the core proposition around a specific posture (the practice areas they actually wanted to be hired for, not the ones their site happened to list).

Mapped every practice area to the queries real prospects type into ChatGPT and Perplexity, not just Google. Each practice-area page got a citable definition block under the H1, an FAQ section answering the four to six questions that matter, and a clear path to the intake form. No fluff, no SEO filler, no thin city pages.

Built on Next.js 16 with Tailwind v4. Static generation throughout, server-side schema, and a contact flow wired to Resend with internal routing rules so partner-level inquiries land in the right inbox the same minute they submit.

Attorney plus LegalService plus Organization plus Person schema, all wired through stable @id references. Every practice-area page is its own LegalService with the right serviceType, areaServed, and provider. AI assistants treat the firm as a citable entity, not a string of words.

Every page has at least one self-contained 60-to-80-word answer block engineered to be lifted into an AI answer. We monitor a 60-query prompt panel monthly across ChatGPT, Perplexity, AI Overviews, and Bing Copilot, and engineer new passages for any emerging query the panel surfaces.

Retainer covers monthly citation tracking, two new long-form articles per month engineered for AEO, schema audits, GBP hygiene, and a single monthly report that the managing partner actually reads. Any urgent intake issue routes through a shared Slack channel.