AI marketing software for law firms — built to win clients, not directory retainers.
Iriscale is the AI marketing platform law firms use day to day — AI agents that learn your practice areas, jurisdictions, and brand voice, then build and execute a full marketing operation across SEO, AI search, and social.
Works with the tools your firm already runs on
Knowledge Base
Content Architecture
AI Search Ranking
You're losing clients to FindLaw, Avvo, and AI — before they call.
The old playbook — a website, a Google Business profile, maybe a print ad — is invisible to clients searching AI assistants and directories today.
Google Ads CPCs are brutal.
Personal injury clicks cost $80–$250. Every lead you buy from directories erodes your margin further. You're competing on price before the first consultation.
AI is answering legal questions directly.
When someone asks ChatGPT "do I need a lawyer after a car accident?" your firm needs to be the cited source — not an aggregator like Avvo or FindLaw.
Content compliance is a real constraint.
Bar advertising rules limit what you can claim. Generic AI content gets your firm in trouble. You need a platform that understands the guardrails.
65%
of Americans have already used an AI chatbot for legal help.
A full legal marketing operation — tuned to your practice.
From first search to signed retainer — on autopilot.
Every feature, mapped to your industry.
| Section on page | Iriscale feature | How it shows up |
|---|---|---|
| Know your firm | Knowledge Base | Encodes practice areas, jurisdictions, fee structures, case types, attorney bios, and brand voice. |
| Win AI search | AI Search Ranking Intelligence | Tracks citations across ChatGPT, Claude, Gemini, Perplexity for "[practice area] lawyer in [city]" queries. |
| Research keywords | Keyword Repository | P1/P2/P3 priority for legal terms ("personal injury attorney", "divorce lawyer cost", "DUI defense [city]"). |
| Know competitors | Competitor Analysis | Battle cards for rival firms: practice areas, review themes, web authority, ad spend signals. |
| Build a smart site | Content Architecture | Pillar pages per practice area with cluster articles and FAQ content targeting high-intent queries. |
| Plan full-funnel | Topic Strategy | Discovery (what happens after a car accident), Evaluation (how to choose a lawyer), Decision (best firm in [city]). |
| Answer AI search | AI Optimization (Q+A) | Optimizes answers to "Do I need a lawyer for a fender bender?" so your firm gets cited in AI engines. |
| Ship content weekly | Articles + Social Posts | On-brand blog and LinkedIn content per practice area, bar-rule aware, with UTM tracking. |
| Find conversations | Opportunity Agent | Monitors Reddit, Nextdoor, local FB groups for "can anyone recommend a lawyer in [town]" posts. |
| One agent runs it | Chief Marketing Agent | Ask "draft a Q4 personal injury content plan" and it executes across all channels. |
What changes when your firm runs on Iriscale
Most firms we talk to have the same story - great legal work, weak and expensive marketing. Iriscale flips that.
Without Iriscale
- Directory retainers ($500–$2K/month per platform) with opaque lead quality.
- Generic blog posts that look like every other firm's SEO content.
- No presence in AI search — when clients ask ChatGPT for a lawyer, you're invisible.
- Google Ads CPCs of $100+ for competitive practice areas.
- Social media updated sporadically by whoever has time.
- No intelligence on what competing firms are doing to win clients.
With Iriscale
- One flat subscription — no pay-per-lead surprises.
- Weekly practice-area content planned around your client's actual search journey.
- Tracked AI-search citations in ChatGPT, Gemini, Perplexity — content built to rank.
- Organic pipeline that reduces dependence on high-CPC paid search.
- Consistent on-brand LinkedIn and blog presence, scheduled and shipped.
- Live competitor intelligence — always know who's moving in your market.
–41%
cost per signed client
+9 hrs
reclaimed per week by partners
6×
more AI-search citations in 60 days
Built for the people actually running the business.
Solo practice
“I can't afford a marketing agency and I don't have time to write blog posts.”
Encodes her practice once. Ships 2 blog posts a month, weekly LinkedIn updates, and tracks AI-search citations — all from one dashboard without hiring anyone.
Sarah M.
Personal injury attorney · solo · mid-sized city
Mid-size firm
“Our agency produces generic content that doesn't reflect our actual expertise.”
Knowledge Base captures each attorney's voice and specialties separately. Every piece reads like it was written by the attorney — not a content mill.
Derek
Director of operations · 12-attorney firm · two practice areas
Specialty boutique
“We compete with BigLaw on cases we should win. They out-rank us everywhere.”
Competitor Analysis maps BigLaw content gaps. AI-search optimization captures queries like "business dispute lawyer in [city]" where depth beats brand spend.
The Harmon Firm
Business litigation boutique · dense metro
Every feature feeds the next. That's the Iriscale difference.
Teach Iriscale about your business once — the Knowledge Base becomes the foundation. From there, every other capability draws from the same brain. No retyping, no re-briefing, no context loss.
From the Founder
“Law firm marketing is broken - you're paying $100+ per click to directories that resell your leads. Iriscale builds the owned content and AI-search presence that makes clients call you directly, not a directory.”
Dean Gannon
Founder · Iriscale
Common questions
Iriscale doesn't replace your compliance review — it flags content for attorney sign-off before publishing. The Knowledge Base stores your jurisdiction's rules so the AI avoids prohibited claims by default. You're always the last set of eyes.
Yes. The Knowledge Base captures each attorney's voice, areas of focus, and client philosophy. Content is generated against that profile — not a generic legal content template.
Those are directories that aggregate clients and resell the lead. Iriscale builds your firm's owned marketing engine - so clients call you, not a shared lead pool.
Yes. Each practice area gets its own pillar page structure, keyword repository, and topic strategy. One Knowledge Base, multiple content tracks.
Most firms see AI-search citation changes in 3–6 weeks. Competitive metro markets with existing SEO equity move faster.
Iriscale is your marketing layer and doesn't touch your matter files, so it runs alongside Clio, MyCase, Filevine, or Smokeball without accessing client data. It works with your CRM or intake tool for UTM tracking and lead attribution, while your practice-management system keeps running matters.
AI engines lift clear, accurate answers from well-structured pages. Iriscale builds bar-rule-aware Q+A content on questions like "do I need a lawyer after a car accident?" so your firm is the cited source in your practice area and jurisdiction, not an aggregator like Avvo.
You own all content Iriscale produces - it remains yours if you ever leave. The Knowledge Base is built from your public-facing and approved materials, and no privileged client information is required to run the platform.
See what Iriscale would do for your firm.
In a 20-minute walkthrough we'll load your firm, show you your current AI-search visibility, and map out the first 90 days.