For seven years, Melissa Dailey worked as a subcontractor in the legal marketing industry – ghostwriting, editing, and redesigning websites for some of the top firms in the country. Before that, she spent many years as a freelance SEO writer and marketing specialist after earning her programming degree. “I have a knack for placing written and visual content on a webpage in a pleasing, easy-to-digest way.”
With an eye for detail and a passion for strict accuracy, she built up her reputation and assembled a team of disciplined writers. “I wanted every single law firm we worked with to be more than happy with every single piece of content – I wanted them to feel confident. And they were.”
Many lawyers trusted them to publish content with no review. “We always gave every piece our all, but our knowledge only goes as far as the internet does. We did not go to law school,” Dailey says. “I believe that every piece of content destined for a lawyer’s webpage should be at least looked over by someone with legal expertise.”
Anticipating the risks of letting a third party publish content on a law firm’s behalf, as well as the impact that AI would have on her role in content creation, Dailey made a shift. She devised a business model that allows lawyers to generate SEO content in-house at a fraction of the price of standard content creation.
“We essentially create a digital product customized to your law firm and your needs,” Dailey says. “This tool, of sorts, works with the AI to generate content that sounds like you and obeys the rules we tell it to. That’s your AI persona – a piece of programming that tells the AI who to be and how to behave.”
Each AI platform uses a different term for this “persona,” but the concept is the same. First, the lawyer selects the platform they prefer. From there, Dailey’s team constructs the persona according to their (and the firm’s) specifications, taking into account the desired tone, optimal first impression, local attorney advertising rules, ideal clients, and more.
With these custom-built personas, Dailey Curation’s clients are able to draft their own content in less time with less effort. As with traditional content creation, someone (or something) writes up a draft to be reviewed by the lawyer, or someone the lawyer trusts, for accuracy prior to publication. “AI brings reduced cost and lower risk to this process,” Dailey says. “With an AI persona, our attorney clients feel far more motivated to check its work.”
Once the AI persona is built, the law firm is empowered to take control of its SEO and content marketing. But Dailey Curation does offer ongoing keyword research and maintenance services to ensure that the persona remains useful over time as AI models continue to evolve.
“Before the year is out, our Better SEO in 30 Days for Lawyers package will launch,” Dailey says. “Each package will include an SEO Keyword Vault filled with long-tail keywords we handpick for each practice of law.”
Dailey Curation is also conducting a comprehensive study analyzing law firm websites across all 50 states. It is a manual audit of live sites – evaluating selling propositions, brand messaging, modern GEO and SEO methods, and more. “Law firms can submit their domain to join the study for free. Simply click the banner at the top of our website,” Dailey adds.
Dailey looks forward to seeing more law firms keep a close eye on their website’s content strategy by using her AI-powered process. “SEO is not a mystical phrase that we marketing specialists throw around,” she says. “There is a real checklist we follow. It can make the difference for any website, for any law firm.”
“Just take my company’s custom AI persona built specially for your law firm, follow the instructions we provide with it, double-check its work for accuracy, publish, and watch your authority and audience grow.”
For more information or to submit your domain for the law firm website study, visit legalfeeds.net.
