Quick answer: most firms need three free installs: claude-seo for practice-area and local SEO audits, Corey Haines’ marketingskills for page copy, and Anthropic’s Marketing plugin for brand review. Then add a small skill of your own that checks every draft against ABA Model Rules 7.1 to 7.3 and your state bar’s rules. Paid packs are optional. Install commands and the compliance skill template are below.
Law firm marketing has a problem most industries do not. A sentence that would be ordinary copy for a plumber (“we always win”) can be a professional conduct violation for a lawyer. So when a firm hands its website to an AI tool, speed is the easy part. Staying inside the advertising rules is the hard part.
Claude Code skills help with both, if you pick and configure them well. A skill is a folder with a SKILL.md file that teaches Claude one repeatable job. You can install skills that write practice-area pages, audit local SEO, build schema, and draft intake content, then add your own skill that checks every draft against your state’s version of ABA Model Rules 7.1 to 7.3.
This guide covers the free and paid options, the workflows that matter for firms, example prompts with what the output should contain, and the compliance limits you cannot hand to a model. It is research-based: we read the repos, READMEs and official sources and checked GitHub data on 2 November 2026. We did not run a hands-on test campaign, and we say so wherever that matters.
This is marketing guidance, not legal advice. Your state bar’s rules control.
New to skills? Read what Claude Code skills are first.
The short answer: what should a law firm install?
Start with three free tools: AgriciDaniel’s claude-seo (it ships seo-local, seo-maps and seo-schema skills), Corey Haines’ marketingskills for copy and conversion work, and a small custom skill your firm writes that encodes your state’s advertising rules. Add Anthropic’s claude-for-legal repo only if the same people also do legal work, because it targets lawyers’ workflows rather than marketing.
The custom compliance skill is the one most firms skip, and it matters most. No public skill we found knows your jurisdiction’s specialist-certification rule, required disclaimers or filing requirements. You have to write that file, and a lawyer at the firm has to approve it.
The shortlist at a glance
| # | Tool | Source | Free or paid | Best for | Stars (2 Nov 2026) | Last push |
|---|---|---|---|---|---|---|
| 1 | claude-seo | github.com/AgriciDaniel/claude-seo | Free (MIT) | Local SEO, schema, page audits | ~25.6k | 1 Nov 2026 |
| 2 | marketingskills | github.com/coreyhaines31/marketingskills | Free (MIT) | Copy, CRO, site architecture | ~57.9k | 31 Oct 2026 |
| 3 | Marketing plugin (Anthropic) | github.com/anthropics/knowledge-work-plugins | Free (Apache-2.0) | Campaign plans, brand review | ~34.4k (repo) | 1 Nov 2026 |
| 4 | Legal plugin (Anthropic) | same repo, legal folder | Free (Apache-2.0) | In-house legal tasks, compliance checks | same repo | 1 Nov 2026 |
| 5 | claude-for-legal (Anthropic) | github.com/anthropics/claude-for-legal | Free (Apache-2.0) | Legal practice plugins, marketing-claims review | ~9.9k | 29 Oct 2026 |
| 6 | claude-skills | github.com/alirezarezvani/claude-skills | Free (MIT) | Broad skill library | ~29.1k | 31 Oct 2026 |
| 7 | ranql-skills | github.com/clearfield-labs/ranql-skills | Free plugin, needs Ranql account | Law firm ad and creative work | 1 | 24 Jul 2026 |
| 8 | Your own compliance skill | your repo | Free (your time + lawyer review) | Rules 7.1 to 7.3 checks | n/a | n/a |
| 9 | Inflectual Master Marketing Skills Bundle | inflectual.gumroad.com | Paid: $167 one-time | Large general marketing pack | n/a | n/a |
| 10 | Contra Ultimate Claude SEO & AEO Skills Pack | contra.com | Paid: $39 (shown vs $79) | SEO and answer-engine pages | n/a | n/a |
| 11 | SuperSkills | superskills-one.vercel.app | Paid: $50 | General skill pack | n/a | n/a |
| 12 | DataForSEO (data, not a skill) | dataforseo.com | Pay-as-you-go, $50 minimum top-up, $1 trial | Live SERP and local pack data | n/a | n/a |
Stars are a popularity signal, not proof that a tool suits a law firm.
Why law firm marketing needs guardrails before it needs speed
Lawyer advertising is regulated speech. Every state has adopted some version of the ABA Model Rules on communications, and an AI model trained on general marketing copy will happily write claims those rules prohibit. The guardrail has to come before the volume.
Here is the mechanism. General-purpose marketing skills, including good ones, are tuned for persuasion. They push toward specificity, social proof, outcome promises and urgency. In most industries those are features. In legal marketing, each one maps to a known risk:
| Marketing habit | Why it is risky for a firm | Rule area |
|---|---|---|
| Outcome promises (“we will get you compensated”) | Can create unjustified expectations | Model Rule 7.1 and its comments |
| Big verdict numbers with no context | A truthful result can still mislead if readers expect the same for their case | Rule 7.1 comments |
| ”Expert” or “specialist” in headings | Claiming certification is restricted unless the certifying body qualifies and is named | Rule 7.2(c) |
| Comparisons (“the best injury firm in Dallas”) | Unsubstantiated comparisons can mislead | Rule 7.1 comments |
| Paying a lead source per referral | Giving value for recommendations is restricted, with exceptions | Rule 7.2(b) |
| Automated follow-up calls to accident victims | Live person-to-person solicitation is restricted | Rule 7.3 |
| Fake testimonials or AI-generated reviews | False communication; FTC rules on reviews also apply | Rule 7.1, FTC |
So a law firm’s skill stack needs two layers. One layer produces content. The other layer checks it against rules the first layer was never written to know. If you only install the first layer, you have built a faster way to publish risky claims.
There is also a second, separate rulebook: ABA Formal Opinion 512, which covers how lawyers use generative AI at all. That one is about competence, confidentiality and supervision, and it touches marketing because intake forms and chat flows handle prospective client information. We cover both below.
Takeaway: treat compliance as a skill you install, not a step you remember.
ABA Model Rules 7.1 to 7.3: the advertising limits your skills must respect
Rule 7.1 bans false or misleading communications about a lawyer’s services. Rule 7.2 sets specific rules on advertising, paying for recommendations, specialist claims and required contact details. Rule 7.3 restricts solicitation, especially live person-to-person contact for money. The ABA revised these rules in 2018, folding the old Rules 7.4 and 7.5 into Rules 7.1 and 7.2. Your state may not have adopted those revisions, so check the version your state supreme court adopted.
Rule 7.1: false or misleading
Rule 7.1 is short. A lawyer must not make a false or misleading communication about the lawyer or the lawyer’s services. A statement is misleading if it contains a material misrepresentation of fact or law, or leaves out a fact needed to keep the whole statement from misleading.
The comments do the heavy lifting for marketers. They say a truthful statement can still mislead if it is presented so that a reasonable person forms an unjustified expectation that the same results could be obtained for other clients in similar matters. That sentence is why case-results pages carry disclaimers and why “we recovered $4M for a client” needs context. The comments also flag unsubstantiated comparisons with other lawyers.
What this means for a skill: the checker must flag outcome language, comparisons, superlatives and results without context. It should not try to decide what is permitted. It should mark and route to a lawyer.
Rule 7.2: specific rules
Rule 7.2 permits advertising through any media, then sets limits:
- Paying for recommendations. A lawyer generally must not give anything of value to a person for recommending the lawyer’s services. There are exceptions, such as the reasonable costs of advertising, qualified lawyer referral services, and certain reciprocal referral arrangements. This matters for pay-per-lead vendors, so get the arrangement reviewed.
- Specialist claims. A lawyer must not state or imply certification as a specialist in a particular field unless certified by an organization approved by an appropriate authority or accredited by the ABA, and the certifying organization is clearly named.
- Contact information. Any communication made under the rule must include the name and contact information of at least one lawyer or law firm responsible for its content.
Rule 7.3: solicitation
Rule 7.3 targets live person-to-person contact for pecuniary gain. A lawyer must not solicit employment that way unless the contact is with another lawyer, a person with a family, close personal or prior business or professional relationship with the lawyer, or a person who routinely uses the type of legal services offered for business purposes. The comments describe live person-to-person contact as in-person, face-to-face, live telephone and other real-time visual or auditory contact, and distinguish it from chat rooms, text messages and other written communications that recipients can ignore. Solicitation is also barred where the target has said they do not want it, or where it involves coercion, duress or harassment.
For marketing automation, that means: an AI-written email newsletter is a different category from an outbound calling script, and any workflow that triggers live calls to people who have not contacted you deserves a lawyer’s review first.
Your state comes first
The Model Rules are a template. States adopt, modify or ignore parts of them, and several states have their own filing, labeling or disclaimer requirements for lawyer ads. Your compliance skill should name your state’s rule numbers and link to your state bar’s text, not the ABA’s.
Sources: ABA Model Rules of Professional Conduct table of contents at americanbar.org; ABA 2018 report amending Rules 7.1 to 7.5 (hosted by the Connecticut Bar Association).
ABA Formal Opinion 512: using generative AI inside a law firm
ABA Formal Opinion 512, “Generative Artificial Intelligence Tools,” issued 29 July 2024 by the Standing Committee on Ethics and Professional Responsibility, is the ABA’s first formal opinion on lawyers’ use of generative AI. It ties AI use to existing duties: competence (Rule 1.1), confidentiality (Rule 1.6), communication with clients (Rule 1.4), candor toward the tribunal and meritorious claims, supervision (Rules 5.1 and 5.3), and reasonable fees (Rule 1.5).
Most of the opinion is about legal work, not marketing. Three parts still land on the marketing team:
- Competence and understanding the tool. Lawyers should understand the benefits and risks of the tools they use, including terms of use and how input data is handled. For a marketing workflow, that means someone at the firm should know what Claude Code does with files in the project folder and what connectors the installed skills call.
- Confidentiality. Prospective client information is protected. If your intake content workflow involves pasting real inquiries into a model to “make the FAQ better,” you have a confidentiality question. Use anonymized or synthetic examples instead.
- Supervision. Firms are expected to set policies and train non-lawyer staff, which includes marketing staff and outside agencies. A written AI policy that names approved tools and the review step is the practical answer.
The opinion is the ABA’s view. State bars have issued their own AI guidance, and that guidance may be stricter. We read summaries from several bar and law firm publications plus the Minnesota Lawyers Professional Responsibility Board’s hosted copy of the opinion; read the full text before writing your policy.
Takeaway: Rules 7.1 to 7.3 govern what your marketing says. Opinion 512 governs how the firm uses the AI that writes it.
The 6 best free Claude Code skills for law firm marketing
The free stack covers almost everything a firm needs: local SEO, schema, page copy, conversion work and claim review. None of these were built for lawyers specifically except the Anthropic legal repos, so you supply the rules.
1. claude-seo (AgriciDaniel)
The most useful single install for a firm that depends on local search. The repo’s skills folder includes seo-local, seo-maps, seo-schema, seo-page, seo-content-brief, seo-technical and seo-programmatic, among others. That maps closely to what firm websites need: Google Business Profile and local pack work, LegalService and Attorney schema, and audits of practice-area pages.
- License: MIT. Stars: about 25.6k. Last push: 1 November 2026.
- Watch out:
seo-programmaticcan generate city-by-practice pages at scale. Thin “car accident lawyer in [suburb]” pages are an SEO risk and, if they imply offices you do not have, a misleading-communication risk.
See Claude Code skills for local SEO for a deeper look.
2. marketingskills (Corey Haines)
A broad execution library. Skills we saw in the repo include copywriting, copy-editing, cro, site-architecture, schema, seo-audit, ai-seo, content-strategy, customer-research and lead-magnets. For firms, site-architecture helps plan the practice-area hub, and cro helps with consultation forms.
- License: MIT. Stars: about 57.9k. Last push: 31 October 2026.
- Watch out:
marketing-psychologyand persuasion-heavy copy defaults lean toward urgency and social proof. Run its output through your compliance skill.
3. Anthropic Marketing plugin
Anthropic’s official plugin for campaign planning, brand voice review and performance reports. Install it with:
claude plugin marketplace add anthropics/knowledge-work-plugins
claude plugin install marketing@knowledge-work-pluginsIt is useful for firms that run a quarterly content plan and want brand voice checks. Our review is at Anthropic Marketing plugin review.
4. Anthropic Legal plugin (knowledge-work-plugins)
Yes, it exists. The legal folder in anthropics/knowledge-work-plugins is a plugin aimed at in-house legal teams, built primarily for Cowork but working in Claude Code. Its skills include compliance-check, review-contract, triage-nda, legal-risk-assessment, legal-response, meeting-briefing, brief, vendor-check and signature-request. Install:
claude plugin marketplace add anthropics/knowledge-work-plugins
claude plugin install legal@knowledge-work-pluginsFor marketing, the relevant piece is compliance-check, whose description says to use it “when marketing or product proposes something with regulatory implications.” The README states the plugin does not provide legal advice and that its default playbook reflects US positions (Delaware, New York, California). It is not a lawyer-advertising checker out of the box. You configure it through a legal.local.md playbook, which is where you could add your state’s Rule 7 requirements.
5. claude-for-legal (Anthropic)
A separate, larger Anthropic repo: “a suite of plugins for legal workflows” covering commercial, corporate, employment, privacy, product, litigation, regulatory, IP and AI governance work, plus law school clinic plugins. The product-legal plugin includes a marketing-claims-review skill that extracts every claim in copy and classifies it as puffery, factual, comparative, implied or absolute, then checks substantiation.
That taxonomy maps well onto Rule 7.1 thinking, though the skill is written for product marketing claims, not bar rules. The README says every output is “a draft for attorney review.” Installation is through /plugin marketplace add pointing at the repo, then /plugin install product-legal@claude-for-legal, followed by a restart, per the repo’s QUICKSTART.
- License: Apache-2.0. Stars: about 9.9k. Last push: 29 October 2026.
6. claude-skills (alirezarezvani)
A wide MIT-licensed library with marketing bundles. Useful if you want one repo with many content skills. Less local-SEO depth than claude-seo.
Honourable mention: ranql-skills
clearfield-labs/ranql-skills describes itself as a Claude Code plugin to “turn Claude into your law firm’s marketing operator” with the Ranql MCP: competitor ad teardowns, brand extraction, creative and landing pages. It is the only law-firm-specific marketing plugin we found on GitHub. It had 1 star and no declared license when we checked, and it depends on a Ranql account. We could not find Ranql’s pricing in public, so treat it as pricing not public and evaluate with care.
Paid Claude Code skill packs: do law firms need them?
Probably not to start. No paid pack we verified is built for law firms, and none includes bar advertising rules. The paid options below are general marketing packs. They can save setup time, but the compliance layer is still yours.
| Pack | Price (verified) | What you get | Fit for firms |
|---|---|---|---|
| Inflectual Master Marketing Skills Bundle | $167 one-time, 167 skills | Large general marketing library | Wide coverage, no legal rules |
| Contra Ultimate Claude SEO & AEO Skills Pack | $39 shown vs $79 | SEO and answer-engine page skills | Useful for practice-area pages |
| SuperSkills | $50 | General skill pack | Generic |
| DataForSEO | Pay-as-you-go, $50 minimum top-up, $1 trial | SERP, local pack and keyword data via API | Useful for local rank checks |
Sources: inflectual.gumroad.com/l/master-marketing-claude-skills-bundle; superskills-one.vercel.app; Contra listing; dataforseo.com. Prices as shown on the live pages at the time of checking. Prices change, so confirm before buying.
The honest comparison: the free stack above already covers what most firms need. Spend money on DataForSEO credits if you track local rankings across several cities, and spend lawyer time on the compliance skill. That is the part no vendor sells.
You will also need Claude itself. Claude Pro is $20 a month, or $17 a month billed yearly, and includes Claude Code.
Workflow 1: practice-area pages that rank and stay compliant
A practice-area page should answer what the legal issue is, who the firm helps, how the process works, what it costs to talk, and where the firm practises, with a named responsible lawyer and no outcome promises. Claude Code can draft that structure fast. Your compliance skill keeps the claims in bounds.
The chain
site-architecture(marketingskills) plans the hub: one page per practice area, sub-pages only where search demand and real expertise exist.seo-content-brief(claude-seo) builds the brief from SERP data.copywritingdrafts.- Your
bar-ad-checkskill reviews. - A lawyer approves and signs off.
Example prompt
Using site-architecture and seo-content-brief, plan and brief a
"Texas workers' compensation" practice-area page for our Houston office.
Use only facts in /firm-facts.md. Then draft it with copywriting.
Then run bar-ad-check on the draft and list every flag.What the output should contain
- A plain-language explanation of the issue and the process, with state-specific terms checked by a lawyer
- Who the firm represents and who it does not
- What the first consultation involves and whether it is free (only if true)
- The name and contact details of the responsible lawyer or firm (Rule 7.2 contact requirement)
- Case results only if real, with your state’s required disclaimer
- No “specialist” or “expert” unless the certification rule is met and the certifying body is named
- An FAQ built from real client questions, anonymized
- A flag list from
bar-ad-check, not silent edits
The firm-facts file
Most bad AI drafts come from the model guessing. Write a firm-facts.md with office addresses, bar admissions, certifications (with certifying body), fee structures, languages spoken and approved case results with their disclaimers. Tell every skill to use only that file. That one file removes most invented details.
For page copy craft, see Claude Code skills for landing page copy.
Workflow 2: local SEO for law firms
For most firms, local search is where consultations come from, so the jobs are Google Business Profile hygiene, consistent name, address and phone data, location pages that match real offices, and schema that describes the firm accurately. claude-seo’s seo-local, seo-maps and seo-schema skills cover those jobs.
Example prompt
Run seo-local on https://examplefirm.com for our two offices in
/firm-facts.md. Check NAP consistency across the site, flag location
pages for cities where we have no office, and recommend LegalService
and Attorney schema using only verified details.What the output should contain
- A NAP consistency table: each page, the name, address and phone it shows, and mismatches
- A list of location pages, each marked “real office” or “service area only”
- Schema JSON-LD for each office, with no invented ratings or review counts
- Google Business Profile checks: primary category, hours, services, photos
- A priority list ranked by effort and expected impact, labeled as estimates
Two law-firm-specific cautions
First, location pages for cities without an office can imply a presence you do not have. That is a Rule 7.1 question as much as an SEO one. Write them as service-area pages that say where the office is.
Second, do not let any skill generate or solicit fake reviews, and do not mark up review stars you did not earn. FTC rules on fake reviews apply to law firms too, alongside Rule 7.1.
Schema details: Claude Code skills for schema markup.
Workflow 3: intake content (forms, FAQs, chat scripts)
Intake content is the page or flow where a prospective client first tells the firm about their problem, so it carries both conversion stakes and confidentiality stakes. Claude Code is good at drafting form questions, confirmation emails and FAQ answers. It should never be fed real inquiry data to do it.
What to build
- Consultation form questions that collect the minimum needed for a conflict check
- A “what happens next” confirmation page and email
- A “no attorney-client relationship yet” notice drafted with your lawyers (prospective clients still have protections under Model Rule 1.18, so the wording matters)
- Chat or text scripts for responding to people who contacted the firm first
- FAQ answers about fees, timelines and what to bring
Example prompt
Using cro and copywriting, draft a consultation request form and
confirmation email for our family law practice. Use synthetic example
inquiries only. Keep questions to what a conflict check needs.
Add a placeholder for the lawyer-approved disclaimer. Then run
bar-ad-check and list flags.What the output should contain
- Form fields with a reason for each one
- Plain-language confirmation copy that does not promise representation
- A clear placeholder, not invented text, where the disclaimer goes
- Response scripts only for inbound contacts, with a note that outbound live calls fall under Rule 7.3
- Flags for any urgency or outcome language
Opinion 512’s confidentiality point applies here. Keep real inquiries out of prompts, and check what any connected CRM or form tool sends to the model.
How to build your own bar advertising compliance skill
A compliance skill is a SKILL.md that lists your state’s rules in plain checks, tells Claude to flag rather than fix, and ends with a mandatory lawyer sign-off line. It takes an afternoon to draft and a lawyer’s review to approve. Our walkthrough is at how to build a Claude Code skill.
A starting structure
---
name: bar-ad-check
description: Review law firm marketing copy against [STATE] Rules of
Professional Conduct 7.1 to 7.3 and firm policy. Use for any page,
ad, email, social post or intake script before publishing.
---
# Bar advertising check ([STATE])
Source of truth: [link to your state's adopted Rules 7.1 to 7.3]
Firm facts: /firm-facts.md (never use facts not in this file)
For every draft, list flags in a table: quote, rule, reason, suggested reframe.
Do not silently rewrite. Do not decide compliance.
Check for:
1. Outcome promises or guarantees (7.1)
2. Case results without context or required disclaimer (7.1 comments)
3. Comparisons or superlatives not substantiated (7.1 comments)
4. "Specialist", "expert", "certified" without qualifying certification
and named certifying body (7.2(c))
5. Missing responsible lawyer or firm name and contact details (7.2(d))
6. Any reference to paying for referrals or leads (7.2(b))
7. Scripts for live outbound calls or real-time contact (7.3)
8. Testimonials or reviews not on the approved list
9. [State-specific labels, filing or disclaimer rules]
End every review with:
"Draft for attorney review. Approved by: ________ Date: ______"Why “flag, do not fix”
If the skill rewrites copy silently, nobody learns where the risk sat, and the lawyer reviewing the final draft cannot see what changed. A flag table keeps a human in the loop, which is also what Opinion 512’s supervision point asks for.
You can also feed this list into Anthropic’s Legal plugin playbook (legal.local.md) or adapt the claim taxonomy from marketing-claims-review in claude-for-legal.
Common mistakes firms make with AI marketing tools
The repeat mistakes are publishing AI drafts without lawyer review, letting skills invent firm facts, scaling thin city pages, and pasting real client data into prompts. Each one is avoidable with a file or a rule.
- No lawyer sign-off. The Model Rules put responsibility on lawyers, and Opinion 512 expects supervision of non-lawyers and tools. Build sign-off into the skill output.
- Letting the model fill gaps. Without a facts file, models guess bar admissions, years of experience and office hours. Guessed facts in an ad are misleading facts.
- Using “expert” casually. Fine in plumbing, restricted in law. Search your site for it.
- Scaling programmatic city pages. It looks like coverage and reads like spam, and it may imply offices you do not have.
- Copying general marketing urgency. “Call now before it is too late” may be fine in context, or it may be pressure your bar frowns on. Flag it and let a lawyer decide; statutes of limitation are a real clock, but say so accurately.
- Pasting real inquiries into prompts. Use synthetic examples. Confidentiality covers prospective clients.
- Trusting a skill you have not read. Skills can run scripts. Read
SKILL.mdand any scripts before installing, as covered in how to install Claude Code skills. - Assuming the ABA version is your state’s version. It often is not.
Free vs paid: which route fits your firm?
Solo and small firms should start free. Larger firms or agencies with many clients may buy a pack for setup speed, but they still need the compliance skill.
| Firm type | Recommended stack | Rough monthly cost |
|---|---|---|
| Solo practitioner | claude-seo + marketingskills + bar-ad-check | Claude Pro $20 |
| Small firm, one city | Above + Anthropic Marketing plugin | Claude Pro $20 per user |
| Multi-office firm | Above + DataForSEO credits for local rank data | Claude plan + pay-as-you-go data |
| Legal marketing agency | Above + one paid pack if it saves setup time | Plan + one-time pack cost |
Costs are list prices for tools, not a forecast of your total spend. Agencies serving several firms should keep one compliance skill per state. More on agency setups: Claude Code skills for marketing agencies.
FAQ
Can lawyers use Claude Code for marketing?
Yes, as long as lawyers review what goes out. The advertising rules apply to the content, whoever or whatever drafted it, and ABA Formal Opinion 512 expects lawyers to understand and supervise the AI tools they use.
Is there a Claude skill for law firm marketing specifically?
We found one law-firm-specific marketing plugin on GitHub, clearfield-labs/ranql-skills, which depends on a Ranql account. Most firms combine general SEO and copy skills with a custom compliance skill.
Does Anthropic have a legal plugin?
Yes. The legal plugin in anthropics/knowledge-work-plugins targets in-house legal teams, and the separate anthropics/claude-for-legal repo has practice-area plugins, including a marketing-claims-review skill in product-legal.
Will the Anthropic Legal plugin check my ads against bar rules?
Not out of the box. Its default playbook reflects US commercial positions. You would need to add your state’s Rule 7 requirements to the legal.local.md playbook, and a lawyer still reviews the output.
What does ABA Model Rule 7.1 prohibit?
False or misleading communications about a lawyer or the lawyer’s services, including statements that omit facts needed to avoid misleading. The comments say truthful results can mislead if they create unjustified expectations.
Can a law firm website say “expert” or “specialist”?
Under Model Rule 7.2(c), a lawyer should not state or imply certification as a specialist unless certified by an approved or ABA-accredited organization that is clearly named. States vary, so check yours.
What is ABA Formal Opinion 512?
The ABA’s July 2024 formal opinion on lawyers’ use of generative AI. It applies existing duties of competence, confidentiality, communication, supervision and reasonable fees to AI tools.
Does Opinion 512 apply to marketing?
Indirectly. It is mostly about legal work, but its confidentiality and supervision points apply to intake content and to marketing staff and agencies using AI.
Can AI write practice-area pages?
It can draft them. A lawyer should check legal accuracy, jurisdiction terms and every claim before publishing. Feed the model a firm facts file so it does not guess.
Are AI chatbots on law firm websites solicitation?
Rule 7.3 targets live person-to-person contact, and its comments distinguish real-time voice or in-person contact from text-based communications recipients can ignore. Responding to someone who contacted you is different from reaching out. Check your state’s rule.
Which Claude Code skills help law firm local SEO?
claude-seo’s seo-local, seo-maps and seo-schema skills are the strongest free option we found.
Should I use programmatic SEO for city pages?
Carefully. Pages for cities without an office can be thin and may imply a presence you lack. Write honest service-area pages instead.
Is it safe to paste client inquiries into Claude?
Treat it as a confidentiality question under Rule 1.6 and Opinion 512. Use synthetic or anonymized examples for content work.
How much does this cost?
The core skills are free. Claude Pro is $20 a month ($17 billed yearly) and includes Claude Code. Paid packs we verified range from $39 to $167.
Are paid skill packs better for law firms?
None we verified includes bar advertising rules. They save setup time on general marketing, nothing more.
Do I need to disclose that AI wrote my marketing?
The ABA Model Rules do not set a general disclosure rule for AI-drafted ads that we found. Some firms add a note voluntarily. Check your state bar’s AI guidance.
How do I start?
Install claude-seo and marketingskills, write a firm facts file, draft a bar-ad-check skill, and have a lawyer approve it before the first page ships.
Sources and methodology
This post is research-based, not hands-on tested. We did not run these skills on a live firm website or measure ranking or lead outcomes.
- GitHub data (stars, license, last push, archived flag) via the authenticated GitHub API on 2 November 2026 for: AgriciDaniel/claude-seo, coreyhaines31/marketingskills, anthropics/knowledge-work-plugins, anthropics/claude-for-legal, alirezarezvani/claude-skills, clearfield-labs/ranql-skills.
- Skill lists read from each repo’s folders and READMEs, including the legal plugin README and the
compliance-checkandmarketing-claims-reviewSKILL.md files. - ABA Model Rules of Professional Conduct, table of contents: americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/model_rules_of_professional_conduct_table_of_contents/
- ABA report amending Rules 7.1 to 7.5 (2018), hosted at ctbar.org.
- ABA Formal Opinion 512 (29 July 2024), copy hosted by the Minnesota Lawyers Professional Responsibility Board at lprb.mncourts.gov, plus summaries in National Law Review and JD Supra.
- Paid pack prices from their live product pages.
- Reddit: we searched for r/LawFirm and related threads on AI marketing but could not retrieve thread content, so no Reddit quotes appear here.
Your next step
Write firm-facts.md today, then draft bar-ad-check and send it to the lawyer who signs off on your advertising. Once that is approved, install claude-seo and marketingskills and run Workflow 1 on your highest-traffic practice-area page. Compare the flag list with what is live now. That gap is your first fix list.
For the broader picture, see Claude Code skills for marketers.
