Is this a fit?
AI-powered client acquisition, intake automation, and reputation management for solo attorneys and small law firms
Skills to bring or develop
- Marketing Strategy
- Lead Generation
- Content Marketing
- Local SEO
The starting sequence
- Complete intake — tell us about your practice areas, target clients, and goals
- AI builds your website, intake forms, and email sequences
- Review and customize with your firm branding and attorney bios
- Connect your case management and intake systems
- Launch and start generating qualified consultations
Find your first customers
Treat this customer profile as a starting hypothesis. Talk to people in this role and find out what they already do, what it costs them, and whether they want help.
Role
Solo Attorney / Small Firm Partner
Company size
1-5 attorneys
Industry
Legal Services
Problems to investigate
- Website is a template that doesn't differentiate from 100 other firms
- Intake process is manual — leads go cold before callback
- No systematic follow-up for consultations that don't convert immediately
- Referral network is informal — no tracking, no nurturing
- Bar advertising rules create fear of marketing mistakes
Channels to test
- Local Networking
- Partnerships
- Content Marketing
First launch approach
Offer free website audit + competitive analysis to 20 solo/small firm attorneys. Focus on one practice area first (PI or family law have highest marketing spend).
Ways to find your first customer
- Partner with legal tech consultants and practice management vendors (Clio, MyCase)
- Attend state bar association and local bar events
- Run case study: "How this PI firm added 15 cases/month with AI marketing"
- Cold email firms with no blog, outdated website, or <20 Google reviews
- Partner with legal answering services (they talk to attorneys daily)
Content ideas
- Why your law firm website isn't generating leads (and how to fix it)
- Google Local Service Ads for lawyers: the complete 2026 guide
- Law firm SEO: ranking for "[practice area] lawyer [city]"
- How to get more Google reviews without violating bar ethics rules
Shape the offer & delivery
These are example packages to adapt, not current market rates or promises of sales. Choose one deliverable, set a revision limit, and test the scope with a real buyer before expanding.
Starter
$497/mo example price
- AI-built law firm website with intake forms
- Google Business Profile optimization
- Monthly SEO report for practice area keywords
- Basic email templates (new client welcome, case status updates)
- 10 social media posts/month
Growth
$997/mo example price
- Everything in Starter
- Full content marketing (blog + newsletter + social)
- Automated intake follow-up sequences
- Review generation system
- Practice area landing pages
- Referral source tracking
- Monthly strategy call
Premium
$1,997/mo example price
- Everything in Growth
- Paid ad management (Google LSAs + Search)
- AI chatbot for 24/7 intake qualification
- Client portal with case status updates
- Multi-practice-area SEO campaigns
- Video content coordination
- Dedicated account manager
Build and deliver the offer
Service delivery
Packages
Name
Starter
Deliverables
- AI-built law firm website with intake forms
- Google Business Profile optimization
- Monthly SEO report for practice area keywords
- 10 social media posts/month
Timeline
1-2 weeks setup, then ongoing monthly
Included in this example
- AI-built law firm website with intake forms
- Google Business Profile optimization
- Monthly SEO report for practice area keywords
- Basic email templates (new client welcome, case status updates)
- 10 social media posts/month
Name
Growth
Deliverables
- Everything in Starter
- Full content marketing
- Automated intake follow-up sequences
- Practice area landing pages
Timeline
Ongoing, monthly
Included in this example
- Everything in Starter
- Full content marketing (blog + newsletter + social)
- Automated intake follow-up sequences
- Review generation system
- Practice area landing pages
- Referral source tracking
- Monthly strategy call
Client onboarding
Step
Collect firm branding, practice areas, and attorney bios
Who handles it
client
Step
Confirm required state bar disclaimers for the firm's jurisdiction
Who handles it
client
Step
Connect intake forms and CRM
Who handles it
client
Step
Deliver first website draft + practice-area pages for approval
Who handles it
you
Kickoff conversation
- Confirm practice areas and attorney bios to reflect on the site
- Walk through required bar-compliant disclaimers
- Set expectations on intake follow-up cadence
Your launch roadmap
Work through the phases at your own pace. Durations and task hours are estimates; client conversations, sales, and other outcomes depend on the response you receive. Growth and exit steps are optional later decisions.
0 of 17 tasks checked
01 · Foundation 1 week · suggested pace
AI builds practice-specific marketing system
AI-led conversation captures practice areas, target client types, geographic market, case management system, and growth goals
Target deliverable: Complete firm profile
Tool examples: Waymaker Intake
Planning allowance: 1 hours · AI can assist; review the output
Builder creates website with practice area pages, attorney bios, intake forms, testimonials section, and required disclaimers
Target deliverable: Draft website ready for review
Tool examples: Waymaker Builder
Planning allowance: 2 hours · AI can assist; review the output
Consultation follow-up, new client onboarding, case status update templates, and referral source nurture sequences
Target deliverable: 5 email sequences ready
Tool examples: Waymaker Email Builder
Planning allowance: 2 hours · AI can assist; review the output
Keyword research for "[practice area] lawyer [city]" terms, Google Business Profile optimization, and local citation plan
Target deliverable: SEO keyword map + GBP checklist
Tool examples: Waymaker SEO
Planning allowance: 2 hours · AI can assist; review the output
02 · Launch 2 weeks · suggested pace
Go live and activate intake automation
Attorney reviews website, adjusts copy, uploads headshots and firm photos, approves email sequences and disclaimers
Target deliverable: Approved website + emails
Tool examples: Waymaker Builder
Planning allowance: 3 hours
Link case management (Clio, MyCase, PracticePanther), set up intake form routing, configure auto-response for after-hours
Target deliverable: Intake automation live
Tool examples: Waymaker Integrations
Planning allowance: 3 hours
Activate post-case review requests (filtered by case outcome), set up review response templates
Target deliverable: Review system live
Tool examples: Waymaker Automation
Planning allowance: 2 hours · AI can assist; review the output
Publish first 4 blog posts targeting practice area keywords, begin LinkedIn posting schedule
Target deliverable: Content engine running
Tool examples: Waymaker Content, LinkedIn
Planning allowance: 4 hours · AI can assist; review the output
03 · Scale 2 months · suggested pace
Expand lead sources and build authority
Set up Google Local Service Ads with background check, manage reviews and disputes, optimize for target practice areas
Target deliverable: LSA campaigns running
Tool examples: Google LSAs
Planning allowance: 6 hours
Build tracking system for attorney-to-attorney and professional referrals, automated thank-you and status updates to referral sources
Target deliverable: Referral tracking active
Tool examples: Waymaker Automation
Planning allowance: 4 hours · AI can assist; review the output
Deploy 24/7 website chatbot that qualifies leads, collects case details, and schedules consultations
Target deliverable: Chatbot live
Tool examples: Waymaker AI Chat
Planning allowance: 4 hours · AI can assist; review the output
Build dashboard showing consultations booked, cases signed, revenue per marketing channel, and cost per case
Target deliverable: Live ROI dashboard
Tool examples: Waymaker Analytics
Planning allowance: 4 hours · AI can assist; review the output
04 · Exit 60 days · suggested pace
Prepare your law firm AI growth platform for sale, acquisition, or hands-off operation
Create comprehensive standard operating procedures covering every repeatable process in your law firm AI growth platform — client onboarding, delivery workflows, billing, and support. A buyer needs to run this without you.
Target deliverable: Complete SOP handbook with video walkthroughs
Tool examples: Notion, Loom, Google Docs
Planning allowance: 12 hours · AI can assist; review the output
Record the questions this step raises for your business, location, and circumstances. Confirm requirements and assumptions with current official sources and a qualified professional before acting.
Target deliverable: Valuation estimate with supporting financials
Tool examples: Google Sheets, ChatGPT
Planning allowance: 6 hours · AI can assist; review the output
Organize all financial records, contracts, customer data, IP documentation, and legal documents into a virtual data room that a buyer or their advisor can review.
Target deliverable: Organized virtual data room
Tool examples: Google Drive, Google Sheets
Planning allowance: 10 hours
Identify every area where the business depends on you personally. Delegate, automate, or document each one. Test by taking 2 weeks off and measuring impact.
Target deliverable: Owner dependency scorecard (before/after)
Tool examples: Notion, Zapier, Slack
Planning allowance: 20 hours
Create a teaser document (blind profile) for your law firm AI growth platform and either list on marketplaces (Acquire.com, Flippa, Quiet Light) or reach out directly to 5-10 potential acquirers.
Target deliverable: Teaser document + 5-10 buyer conversations started
Tool examples: Acquire.com, Google Docs, Email
Planning allowance: 8 hours · AI can assist; review the output
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Tools, budget & effort
These are tools named in the original playbook, offered as examples to evaluate. Check current capabilities, pricing, licensing, and data handling with the provider before subscribing. Start with the tools you already have.
- Waymaker Builder
- HubSpot
- Google Business Profile
Tools to evaluate
Item
Waymaker Builder (website + intake forms)
Why consider it
Core deliverable across every tier
Make the numbers your own
Include setup, subscriptions, selling, fulfillment, revisions, support, and your time. Use your actual inputs and compare a cautious case with a better case.
Open the experiment calculator →AI roles & prompt templates
Assign a clear job, provide approved inputs, and review the result. These are role and prompt ideas; this page does not run AI or connect your accounts.
Seo Strategist
Research SEO keywords for this firm's top practice area
Operations Manager
Design an intake follow-up sequence for new case inquiries
Use the first task above as your opening prompt. Include your audience, desired output, constraints, and how you will judge quality.
Your first small test
- Choose one customer. Find five people who have the problem described in this guide.
- Show one useful sample. Ask about their current process, priorities, and objections.
- Offer a clearly scoped pilot. Agree on deliverables, a price to test, and what success means.
- Record the evidence. Track responses, costs, hours, and what the buyer actually used. Decide whether to continue, change, or pause.
Explore related ideas
Adapted from Ashley’s Waymaker side-hustle playbooks, imported October 15, 2026. This is a published snapshot, not a live connection to your Waymaker account. Source examples are planning material, not verified customer outcomes. Explore Waymaker.