AI and marketing for law, accounting, and professional firms

What owners in professional services bring me

“Clients ask ChatGPT for a firm and our name never comes up.”Get found by AI assistants: check-up $150, profile $600
“Our associates are pasting client documents into ChatGPT.”Getting people to use it: one-page AI policy $750, ongoing from $3,500 a month
“We are a new firm and nobody knows we exist.”Brand & website: one-page site $1,500, identity from $2,500
“The partners want an AI plan before the clients ask.”Fractional AI lead: $3,500, $6,500, or $11,000 a month
“Half the week goes to drafting the same letters.”AI workshop: the $450 session, or a half day for $1,500
“Our website reads like it was written for other lawyers.”Brand & website: websites from $6,000

Work in this industry

Lukes & Lukes. My own machinery and equipment appraisal firm (I am a Certified Machinery & Equipment Appraiser, NEBB, 2026): from a new LLC to the first call in 90 days, with Bing Copilot citations up from 835 to about 2,100 in 90 days.
U.S. Asset Appraisals. Brand identity, sitemap, and website copy in one week. I am its fractional CTO.
Thomson Reuters. A group project on ways to bring AI into the Westlaw product lifecycle, and how lawyers would use AI as it matures.

Bing Copilot citations for Lukes & Lukes, 90 days.

The U.S. Asset Appraisals site, delivered in one week.

How do I get my firm recommended by ChatGPT?

Answer the questions clients ask on your own site, in plain words with prices or ranges, keep your Google Business Profile and listings complete, collect reviews, and measure where assistants cite you every week. I did it first for my own appraisal firm: from a new LLC to the first call in 90 days, with Bing Copilot citations up from 835 to about 2,100. The case study shows the numbers.

How can a small law firm use AI?

On first drafts of routine letters and intake summaries, research assistants that cite sources a lawyer checks, document review help, and the billing and admin side. Client confidential information goes only into tools the firm has vetted, and a lawyer reviews everything that leaves. Your ethics and malpractice rules decide, and I am not a lawyer. More in how a small law firm can use AI.

How will AI change law and accounting firms?

The drafting, searching, and first-pass review get faster, and the judgment, signing, and client relationship stay with people. The Thomson Reuters project I worked on looked at exactly this: how lawyers would use AI inside Westlaw as it matures. More in whether AI will change how firms work.

How do I market a new professional services firm?

A name and identity that say what you do, a site that answers clients' questions with prices or ranges, a Google Business Profile, listings and reviews, and answer pages assistants can quote. The U.S. Asset Appraisals brand, sitemap, and copy were done in one week. More in marketing a new firm.

What does it cost to start?

An AI search check-up is $150 and a full profile is $600. A one-page site is $1,500, and brand identity starts at $2,500. A one-page AI policy is $750, and a half-day workshop is $1,500. A fractional AI lead is $3,500, $6,500, or $11,000 a month. Anything over $3,000 can be paid by the month, no interest.

Case studies

Lukes & Lukes · 2026 From a new LLC to the first call in 90 days. How I built the brand and search presence for a new appraisal firm: first call in 90 days, then about 2,100 Bing Copilot citations in 90 days.

U.S. Asset Appraisals · 2020 A hand-drawn brand for a national appraisal firm. How I drew the U.S. Asset Appraisals mark by hand, built the sitemap, and wrote the site in one week in 2020, and why the mark is still in use in 2026.

Questions

Can a law firm put prices on its website?

Many can, for flat-fee work and starting ranges. Check your state's advertising rules first; a range answers the client's first question and gives assistants something to quote.

Do professional firms need a Google Business Profile?

Yes. It is the first thing Google and many assistants read about a local firm, and setting it up properly is $600.

What should a firm's AI policy cover for client files?

Which tools are approved, what client information never goes into them, who reviews output before it leaves, and who to ask. One page, signed off by the partners.

Do you work with appraisal firms?

Yes. I am a Certified Machinery & Equipment Appraiser and built my own appraisal firm's brand and search from scratch.

How long before a new firm shows up in AI answers?

For my own firm, the first call came within 90 days of forming the LLC. Your market and competition change the timeline, and weekly measurement shows the trend.

Can you train our partners on AI?

Yes. A half-day session on real, non-confidential files is $1,500, and partners usually leave with a short list of what to try first.

Owners in professional services also ask

How can a real estate agent or brokerage use AI?Use it for listing description drafts you check for accuracy and fair housing language, follow-up with leads, market summaries from data you already have, and accurate photo edits. Then make sure your name comes up when buyers ask ChatGPT for an agent. A 90-minute session is $450, a half-day workshop for a brokerage is $1,500, and an AI search check-up is $150.
How can a small law firm use AI?Start with the work a lawyer reviews anyway: first drafts of routine letters, intake summaries, research that cites sources the lawyer checks, first-pass document review, and the billing and admin side. Client confidential information goes only into tools the firm has vetted, and a lawyer reviews every output. A 90-minute session on the tools you already pay for is $450, and a one-page AI policy is $750.
How can an independent insurance agency use AI?Use it on the work around the advice: quote prep and side-by-side comparison summaries, renewal reminders, answering staff questions from the policy documents, email drafts, and marketing. Client data goes only into tools the agency has vetted, and licensed agents give the advice. A 90-minute session is $450, a half-day workshop is $1,500, and a one-page AI policy is $750.
How do I market a new professional services firm?Get a name and identity that say what you do, a site that answers the questions clients ask with prices or ranges, a Google Business Profile with consistent listings and reviews, and answer pages that AI assistants can quote. Then measure it every week. My own appraisal firm went from a new LLC to its first call in 90 days doing exactly this.
Will AI change how accounting and law firms work?Yes. The drafting, searching, and first-pass review get faster, while judgment, signing, and the client relationship stay with people. When a draft takes minutes, clients start asking about hourly bills, so a firm should write a policy, run one pilot, and train its people on real files this year. A half-day workshop to start is $1,500.
How do I get my business mentioned by ChatGPT?Answer the questions your buyers ask, in plain sentences, on pages that say who you are, where you are, and what things cost. Keep your name, address, and services the same everywhere you are listed, get mentioned on sites assistants already trust, and measure it, because the AI reports are new and nobody's guess is reliable. On my own appraisal firm's site, Bing Copilot citations went from 835 to about 2,100 between readings five weeks apart.

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