Legal visibility and trust engine
Make your firm easier to find, trust, and choose.
Helix turns your practice areas, local expertise, reviews, attorney knowledge, and client questions into a steady stream of better-qualified legal inquiries.
Before the first call
Helix owns everything before the first call.
The pages clients find you on, the local searches you show up in, and the reviews and guides that make them trust you before they pick up the phone.
Built for
Real buyers we found for law firms this week
Every card is a real conversation on Reddit, X, LinkedIn, or Facebook. In your account, we draft the response and ship it.
What a Helix scorecard looks like
Here's the scorecard for a firm like yours.
A fictitious Utah firm, real-shaped findings drawn from the same rubric we run on your site. Composite grade, 4 outcomes, findings ranked by severity, weekly + monthly shipping. Click "View full scorecard" to see the findings and cadence detail. Yours pulls real data, same shape.
Ashcroft & Wells, LLP
ashcroftwellslaw.com · Salt Lake City, Utah · Personal injury, estate planning, family law
Composite
C
2.10 GPA
Projected · 6 mo
+1.30 GPA with Helix
4 outcomes
SEO
C-
Ranks for the firm name and a handful of long-tail terms. Missing on the money queries: "personal injury attorney salt lake city," "estate planning attorney utah," "divorce lawyer near me."
1.70 GPA
GEO
D
ChatGPT, Claude, and Perplexity name the firm 0 times out of 20 when asked to recommend a Salt Lake City personal injury attorney. Answer engines pull from directory data, not the firm site.
1.30 GPA
Brand
B-
Reviews exist (12 on Google, 4 on Avvo) but no cadence. Bar admissions and Super Lawyers listing on-site but buried below the fold on the About page.
2.70 GPA
Website
C+
Site loads fast, mobile-clean, but structure is a single Services page with three paragraphs per practice area. No per-practice landing pages, no FAQ schema, no LegalService schema on the home.
2.30 GPA
View full scorecard(8 findings · shipping · monthly targets)
Top findings
8 findings shown
LegalService schema missing on homepage
No JSON-LD structured data detected on ashcroftwellslaw.com. Google can identify the site as a firm from title and NAP but has no schema-level signals for practiceArea, areaServed, or aggregate rating. Directly costs eligibility for attorney-specific SERP features (rich sitelinks, review stars, service-area cards).
What Helix does
Add LegalService JSON-LD to the homepage carrying name, url, address, telephone, areaServed (Utah + surrounding counties), and practiceArea list. Add Attorney schema to each bio page with alumniOf, knowsAbout, and memberOf (bar admissions).
Practice areas bundled onto a single Services page
ashcroftwellslaw.com/services lists personal injury, estate planning, and family law as three sections on one URL. Nothing on this page can rank for any specific practice-area query because it has no title, meta description, H1, or content depth tuned to a single intent. Every practice area is competing with every other for the page's ranking signals.
What Helix does
Split into per-practice landing pages: /personal-injury, /estate-planning, /family-law. Each carries scope, process, fees, FAQs, and 3-5 client-facing questions the practice area actually gets. Existing Services page becomes a hub linking to all three.
Google Business Profile categories are generic
GBP is claimed but primary category reads "Law Firm." No secondary categories for the specific practice areas (Personal Injury Attorney, Estate Planning Attorney, Family Law Attorney). Local pack visibility for practice-area queries falls off a cliff with the generic category alone.
What Helix does
Set primary category to the highest-intake practice area (typically Personal Injury Attorney for firms with a PI mix) and add secondary categories for the other two. Upload 20+ photos including office exterior, attorney portraits, and any bar-approved case-result graphics.
No FAQ or explainer content on practice areas
Answer engines cite content that reads like an FAQ answer. When Perplexity was asked "how much does a personal injury case cost in Utah," it cited a Denver firm and Nolo. Ashcroft & Wells has no page that answers this question and no FAQ schema on any page.
What Helix does
Publish 8-12 practice-area FAQ + explainer pages (What to bring to a divorce consultation, How much does an estate plan cost in Utah, How long does probate take in Salt Lake County). Add FAQPage schema. Each answers 1 question, ~800-1200 words, no filler.
No systematic review request flow
12 Google reviews collected over 4 years, no reviews on Avvo or Justia in the last 18 months. Local pack for personal injury attorney Salt Lake City averages 47 reviews across the top-3 firms. Review volume gap is the single biggest local-pack signal you're losing on.
What Helix does
Add a post-representation review request: automated email 3 days after case closure with a rotated review URL (Google primary, Avvo + Justia in rotation). Target 3+ new reviews per attorney per month. In 12 months the review gap closes.
Attorney bio pages missing schema and depth
Bio pages for the three attorneys are 2-3 short paragraphs each. No Attorney schema, no bar admissions listing with year, no education details, no linked publications or CLE speaking. Attorneys aren't ranking for their own names + practice area (e.g. "Sarah Wells Utah divorce attorney" returns Justia and Avvo instead of the firm).
What Helix does
Rewrite bio pages to 500-800 words each with Attorney schema (name, jobTitle, alumniOf, memberOf, knowsAbout). Link out to state bar profiles, Super Lawyers listings, and any speaking engagements. Add photo, contact block, and a "cases I handle" section per attorney.
Trust anchors buried on About page
Bar admissions, Super Lawyers listing, AV Preeminent rating, and years-in-practice are all on the About page but not on the homepage above the fold and not on any practice-area landing (there is only the single Services page). Prospects vetting the firm on mobile scroll past a hero, a generic services intro, and a contact form before seeing any credibility signal.
What Helix does
Move a compact badge row (Bar admissions + Super Lawyers + AV Preeminent + years in practice) above the fold on homepage. Repeat on each practice-area page. Prospects trust before they inquire.
Justia and Avvo profiles unclaimed
Free Justia and Avvo profiles exist for two of the three attorneys but neither is claimed. Both directories carry follow backlinks and rank for attorney-name queries. Unclaimed profiles show incomplete bios, no photos, and no firm link, which reads as unmaintained to a researcher.
What Helix does
Claim + complete Justia + Avvo profiles for all three attorneys. Answer Avvo Q&A weekly for the Avvo Rating lift. Free work, high trust return.
Shipped this week
Jul 7 - Jul 13, 2026
6
pieces published
blog: What to Bring to a Personal Injury Consultation in Utah
linkedin: When is a slip-and-fall actually worth pursuing
linkedin: Estate planning after a Utah divorce: three things people miss
linkedin: Case study: securing sole custody for a Utah father (anonymized)
+ 2 more
July 2026 targets
north star
Rank on page 1 of Google for "personal injury attorney Salt Lake City" by end of Q3 and be cited by name in ChatGPT + Perplexity when a Utah prospect asks for a recommendation.
Google ranking (personal injury attorney SLC)
Google reviews
Practice-area landing pages live
AI answer citations (ChatGPT + Perplexity + Claude)
This is what a Helix scorecard for your firm looks like. Yours pulls real data from your site, market, and answer engines.
Request your free scorecardBest fit
Built for firms who want their online presence to match their legal expertise.
Firms with valuable practice areas but weak web presence
Firms that rely heavily on referrals and want more owned inbound
Firms with generic practice-area pages that sound like everyone else
Firms expanding into a new city, county, or niche
Firms spending on paid ads but sending traffic to weak pages
Firms with reviews, attorney expertise, or proof that is underused
By practice area
Someone Googling a contract dispute and someone planning their estate need different pages.
How a client searches, and what makes them trust you, changes by practice area. We build the pages and proof each one actually needs.
Litigation & disputes
Problem-aware, high-intent searches. They want authority and real results where the bar allows.
Transactional & business
Fewer, higher-value searches. Buyers vet you on credibility and referrals; the win is being the obvious specialist for that deal type in your market.
Estate planning & probate
Research-heavy, local, and emotional. Plain-English education and reviews win the consult before anyone calls.
Where you're getting missed
Most law firm websites still read like bar-card brochures.
They list practice areas, but they do not help a worried client understand the problem, trust the firm, and take the next step.
- 01Practice-area pages say what you do, but not why a client should choose you
- 02The firm is invisible for city plus practice-area searches that matter
- 03Potential clients need education before booking, but the path is unclear
- 04Reviews and proof exist, but they are not built into the buyer journey
- 05Attorney expertise never becomes useful public-facing content
- 06Referral partners have no strong page or asset to send people to
What Helix builds
A legal authority system built around what clients actually search.
The goal is simple: help the right legal buyer understand that your firm handles their problem, in their market, with enough credibility to book a consult.
High-intent legal pages
Practice-area and location pages built around what a real client needs to know before they book a consult.
Local authority system
City, county, court, process, and local FAQ assets that make geography work for the firm instead of against it.
AI-search visibility
Clear, structured, authoritative content designed to show up in search engines and answer engines.
Trust and proof assets
Reviews, testimonials, attorney bios, case-result language where permitted, and referral proof placed where buyers need confidence.
Plain-English education
FAQs, explainers, and next-step sections that help clients self-identify without pretending to give legal advice.
Attorney-approved workflow
Drafts, claims, proof, and sensitive language stay inside firm-approved guardrails before anything goes live.
What the audit shows
Show where you're getting missed.
We zero in on one priority practice area and city.
Show the current page and why it is generic or underbuilt.
Map the searches and AI-answer questions the firm should own.
Show a stronger page outline with trust sections, FAQs, local proof, and CTA.
Recommend a referral or review campaign tied to that practice area.
Common questions
What firms ask before working with Helix.
Can Helix market my firm without giving legal advice or breaking bar rules?
Yes. We draft practice-area pages, local guides, and plain-English FAQs that help a potential client understand their situation and decide to reach out. An attorney at your firm approves everything before it publishes, and we keep claims, testimonials, and case results inside your bar's rules.
How do you get my firm cited when someone asks ChatGPT or Google's AI for a lawyer?
We shape your practice-area and location pages so the AI answer engines have a clear source to cite when someone asks about your kind of case in your city. Every week we check what those tools say about your market and add the pages and answers that get your firm named.
What does it cost, and who runs it?
Helix starts at $999 a month, run by our team. We drive four outcomes: your Google rankings, your citations in AI answers, your mentions in the conversations about legal help in your area, and how well your site turns a visitor into a booked consult. You get a written report every Friday.
Make the firm the obvious choice before the first call.
We will map one priority practice area, the local searches around it, and the trust assets your site should use to convert better inquiries.
Request a legal visibility audit