Local legal skill pack
Personal injury, family, criminal defense, immigration, estate planning, business, employment. Legal pages convert on a different axis from trades or medical — readers are usually in a stressful situation and want to know they're being heard, that the firm has handled cases like theirs, and that talking to someone is easy and low-commitment.
Local legal is selectable when creating a site, but its archetype and service-type lists currently fall back to the local-trades pack while the legal-specific configuration is finalised. The brief and draft generation themselves apply legal-aware shaping — what's missing is the picker UX, not the underlying logic. Full pack configuration ships in an upcoming release.
Page archetypes (planned)
| Archetype | What it's for |
|---|---|
| Homepage | Firm landing page. Practice areas overview, partners, jurisdictions, how to schedule a consultation. |
| Practice area page | One area of law (e.g. divorce, DUI defense, immigration appeals). The bulk of legal SEO surface lives here. |
| Sub-practice page | Narrower slice of a practice area (e.g. uncontested divorce, child custody, prenuptial agreements within family law). |
| Attorney bio | One attorney — bar admissions, education, notable cases, memberships, languages spoken. |
| Location page | City or county served. Particularly important where venue matters (e.g. local court familiarity). |
| Educational article | Top-of-funnel. "Do I need a lawyer for X", "What to do after a car accident", "How long does probate take". |
| FAQ / process page | "What happens during a consultation", "How firm billing works", "What documents to gather". |
Service types (planned)
- Consultation — initial intake, free or paid
- Litigation — adversarial proceedings
- Settlement / negotiation — pre-litigation resolution
- Document preparation — wills, contracts, applications
- Court representation — appearing at hearings
- Advisory — ongoing counsel without a specific matter
- Appellate — appeals and post-judgment motions
- General matter — fallback when the page covers multiple types
What the legal pack emphasizes
- Empathy framing on personal injury, family, and criminal defense — readers are often in distress
- Free consultation language where ethically permitted in the jurisdiction
- Practice area depth signals — case volume, years focusing on this area, courts the firm appears in
- Clear next-step CTAs — "Schedule a consultation", "Send us a message" — usually higher-friction than trades, lower-friction than enterprise
- Schema:
LegalService,Attorneyfor bios,FAQPagewhere applicable
What the legal pack avoids
- Promising specific outcomes — "we'll get your case dismissed", "guaranteed settlement of $X" — flagged for replacement
- Citing case results without disclaimers — past results don't guarantee future outcomes; the bar in most states requires this disclaimer when results are mentioned
- Specific legal advice in educational content — "based on your situation, you should…" is replaced with "speak with an attorney about your specific circumstances"
- Solicitation language regulated by the state bar — flagged where the pack detects it
- Comparing your firm to a named competitor — usually a bar-rule violation
FAQ patterns
- "How much does a consultation cost?"
- "Do you offer free consultations?"
- "How are your fees structured?" (hourly / contingency / flat)
- "How long will my case take?"
- "Do you handle cases in [jurisdiction]?"
- "What information should I bring?"
- "Will I work directly with the attorney I meet first?"
The legal pack ships drafts with the standard "past results don't guarantee future outcomes" disclaimer pattern and avoids common solicitation pitfalls. State bar rules vary — review every draft against your specific jurisdiction's advertising rules before publishing.