How We Help/Build Online Authority
INTRODUCING AUTHORITY BUILDER

Keep your website.
Build your authority.

Your firm has already built something worth keeping. Now make sure the rest of the web knows why you’re the one to trust.
For established estate planning and elder law firms. Booking opens IMS’s 15-minute discovery-call page.
Your Website Matters. So Does Everything Around It. A firm's website connects to its Google Business Profile, reviews, media mentions, professional profiles, YouTube, LinkedIn, search content, and AI search.
01The shift

SEO trained us to think about traffic.
AI forces us to think about influence.

People still search for attorneys. But they also ask AI tools who to trust, compare firms across platforms, read reviews, watch videos, and notice who appears in the conversation. Your website is an important foundation. It is no longer the whole picture.

Generative engine optimization (GEO) and answer engine optimization (AEO) bring a broader question into focus: What does the web say about your expertise when your firm isn’t doing the talking?
02Beyond your domain

Authority is built everywhere
your name appears.

A stronger online authority profile gives people—and the systems helping them search—more reasons to recognize your firm.
01

Earned attention

Media mentions, published articles, expert contributions, and useful ideas worth referencing.
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02

Professional proof

Accurate directories and profiles, consistent positioning, and credible third-party references.
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03

Community trust

Reviews, local visibility, and the signals that show where and how your firm serves people.
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04

Recognizable expertise

YouTube, branded mentions and links, branded search, and content that actually helps.
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In an analysis of 75,000 brands, Ahrefs found that YouTube mentions and branded web mentions correlated strongly with visibility in AI responses. Branded anchors and branded search also correlated, while conventional link-volume measures were weaker. Correlation does not prove causation or guarantee citations.
03A smarter starting point

Don’t rebuild.
Get clear.

If your current site is credible, functional, and true to your firm, a rebuild may not be the smartest next investment. We begin by asking better questions.
  1. Where are you already strong?
  2. Where are you invisible?
  3. What does Google understand about your firm?
  4. Which authority signals are missing?
  5. What are competitors doing better?
  6. What should your firm become known for?
04The starting point
Every Authority Builder engagement begins here.

Your Authority Blueprint.

Not an excuse to rebuild your website. A focused view of what is working, what is missing, and where to go next.
01 / ASSESS

Local Visibility Audit

Understand your Google Business Profile, reviews, local rankings, geographic reach, citations, and competitive gaps.
02 / FIND

SEO + AEO Audit

Identify performing pages, lost visibility, meaningful content opportunities, priority practice areas, and technical obstacles.
03 / ALIGN

Authority Profile Audit

Review key professional profiles for inconsistencies, missing information, weak positioning, and opportunities to strengthen trust.
04 / PLAN

12-Month Authority Roadmap

Define what your firm should become known for, with strategic direction for the year and a detailed first 90-day plan.
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Build with intention. Revisit the strategy quarterly and adjust to what is actually happening in your market.
05Your authority level

Choose the Level of Authority Your Firm Needs

Not every law firm needs the same level of authority-building. Some need to strengthen the foundation. Others are ready to publish more consistently and become recognized around the topics they want to own. And some want the fullest possible presence across search, AI, written content, video, and YouTube.
Authority Builder gives you a clear path based on where your firm is today and where you want your visibility and reputation to go.
01

Authority BuilderBasic

Build a stronger foundation for visibility and credibility.

Best for firms that already have a solid website and marketing foundation but need help strengthening how they appear across search, AI platforms, local results, and third-party sources.

Authority Builder Basic is designed to help your firm establish a broader, more consistent authority footprint so prospective clients — and the platforms they use to find answers — encounter stronger signals of credibility and relevance.

02

Authority BuilderAdvanced

Become more consistently recognized as an authority in your market.

Best for firms that want to go beyond simply being present and begin building a stronger body of authoritative content around the topics and services they want to own.

Authority Builder Advanced is designed to increase the depth, frequency, and consistency of your firm’s authority signals, helping you strengthen visibility across search and AI while reinforcing your expertise with prospective clients.

03

Authority BuilderComplete

Build your fullest authority presence across written content, video, and YouTube.

Best for firms that want a more comprehensive authority strategy and understand that today’s buyers consume information in multiple formats before deciding whom to trust.

Authority Builder Complete expands your authority-building presence into video and YouTube, helping your firm become more visible, recognizable, and credible across the places prospective clients search, watch, research, and compare.