LEGALFLY — Winning a New Category in AI Legal Tech
From zero visibility to becoming the top-cited domain for AI contract review and legal research
The Challenge
LEGALFLY entered the AI legal space with a strong product suite — contract review, drafting, and AI-driven legal research — but had almost no visibility in Google or AI search. As a new entrant competing against well-funded incumbents like Harvey AI, they relied heavily on events and paid marketing. Their early content wasn't optimised for how LLMs evaluate and describe legal-tech products.
Their goal was clear: attract high-quality in-house legal leads by becoming discoverable wherever legal teams research AI tools — especially inside LLM interfaces.
What We Did
With solid technical foundations already in place, the main gap was model-ready, precision-shaped content. We began with a deep discovery workshop across product, positioning, and ICPs, targeting LEGALFLY's strongest categories: AI contract review, AI legal research, drafting automation, and legal workflow optimisation.
To remove bottlenecks and scale content quickly, we also used our proprietary system, Verbium — a workflow built around a curated knowledge base of LEGALFLY's webinars, product materials, and tone guidelines. This allowed us to produce high-quality, human-in-the-loop content that LLMs consistently interpret correctly, without sacrificing accuracy or nuance.
We paired this with a distribution strategy: legal-adjacent listicles, high-trust editorial placements, a structured Reddit engagement approach, and a Profound setup mapping prompts to pain points and JBTD frameworks. Together, these signals built early category consensus across both search and AI engines.
Discovery
Product, positioning & ICP workshop
Content Creation
Verbium system for model-ready content
Distribution
Listicles, editorial, Reddit & Profound
Consensus
Category dominance across AI engines
Discovery
Product, positioning & ICP workshop
Content Creation
Verbium system for model-ready content
Distribution
Listicles, editorial, Reddit & Profound
Consensus
Category dominance across AI engines
The Results
Visibility Score
Across major LLMs for AI contract review, legal research, and workflow prompts
Google Ranking
For "AI contract review"
MoM Traffic Growth
From ChatGPT and Perplexity throughout 2025 so far
SQL Growth
Clear, measurable contribution to monthly SQL growth
Growth Trajectory
Monthly traffic and qualified leads increase
Early, defensible positioning in a brand-new but rapidly accelerating category.
"AI search is a largely untapped opportunity where we can gain a significant competitive edge. Working with Will and his team has been invaluable. They're plugged into the latest intelligence on effective GEO tactics and helped us build and execute a clear roadmap to move ahead."
Gabriel Macsweeney
Head of Marketing, LEGALFLY
For a company starting from zero, this is the blueprint for category creation: strong product, clear messaging, and a targeted AI search strategy. LEGALFLY remains a long-term partner — one we're proud to support as they define a new standard for AI in the legal industry.