Two losses. Both invisible.
AI is recommending other firms when your prospect asks for one. Your team is grinding on work Claude already shipped Skills for. Neither shows up until you're already losing. Lab 7 maps both sides — Visibility and Operations — in 90 minutes.
Season 1 finale. Membership opens June 1 — 50 Founding seats lock $197/mo for life.
Full session · recorded live May 27, 2026
Inside this recording
What you'll walk away with
Two losses, both invisible. AI assistants are recommending other firms when your prospect asks for one (47% of legal queries now trigger an AI answer). And your team is grinding on work Claude already shipped Skills for. You won't see either loss because the prospect never tells you about the first one and your team is heads-down on the second.
AI isn't a different Google. Google ranks pages by keywords and returns 10 blue links. AI recommends entities by authority and names 1-3 firms. Schema markup is what makes AI confident enough to name you — and most law firm sites have zero of it.
robots.txt, llms.txt, schema. Three files that decide whether AI cites you. Block training crawlers, allow answer crawlers, ship a llms.txt menu, replace deprecated Attorney schema with LegalService + Person. Firms that ship them in 2026 get cited 2x more than firms that don't.
Claude shipped a Legal plugin. Nine Skills built for legal work, free to install. /brief, /triage-nda, /legal-response, /review-contract, /vendor-check, plus four more. They're your starting point — not your final Skills. Customize them with your voice and your matter folders and they become yours.
The four-move customization rubric. Point at your voice file. Pin your firm's rules. Wire to your matter folders. Add the boring step the default skips. Same Skill, four moves, completely different draft. Without your voice every output sounds like ChatGPT. With it, a senior associate.
The brain is distilled, not dumped. Five principles from Notion, GitLab, Zettelkasten and Anthropic. Active matter notes, practice-area SOPs, voice, intake script, institutional memory — those belong. Every email and document, CRM data, things AI already knows, anything that changes weekly — those don't. Three documents this week. Eight by week twelve. A moat by month six.
The Two Sides
Visibility recovers leads. Operations recovers hours.
Most firms work one and ignore the other. Marketing-heavy firms forget operations. Ops-heavy firms quietly lose market share to firms AI knows about and they don't. Lab 7 covers both.
Side One
AI Visibility
Get found by ChatGPT, Perplexity, Claude, Google AI Overviews. Stop bleeding ad spend on the wrong creative. Be the firm AI hands the client to, not the one buried below.
Lab 7 recap of Lab 1 (5 Levers) + Lab 2 (Ad Intelligence) + the new news: robots.txt, llms.txt, schema updates for 2026.
Side Two
Operations
Triage intake the second it lands. Draft in your voice, not generic legalese. Issue-spot NDAs. Run weekly billing and client pulse on autopilot. Turn meeting prep into a 90-second read.
Claude shipped a Legal plugin with nine ready-made Skills covering most of this. Customize with the four-move rubric and they become yours.
The Build Sheet
Six moves to ship this week
The shortlist Irfad walked the room through. Three on the Visibility side, two on Operations, one on how to think about your firm brain so it compounds instead of rotting.
robots.txt for AI in 2026
Block the training crawlers (GPTBot, ClaudeBot, Google-Extended, Applebot-Extended, Meta-ExternalAgent, CCBot) — they take, they don't cite. Allow the answer crawlers (OAI-SearchBot, PerplexityBot, Claude-SearchBot). That's the swap most firms haven't made yet.
Ship llms.txt + llms-full.txt
A Markdown menu you hand to AI assistants. 'If you only read five things on our site, read these.' Spec by Jeremy Howard, Sept 2024. About 10 percent of sites have it. Law firms basically zero. First movers get cited first.
Fix your schema markup
Schema.org deprecated 'Attorney' — use LegalService for the firm, Person for each attorney. Add FAQPage to every practice area (44 percent jump in AI citations in 2025). Most firm sites are still on the old type — half a day of work.
Install Claude's Legal plugin
Nine ready-made Skills shipped by Anthropic: /brief, /compliance-check, /legal-response, /legal-risk-assessment, /meeting-briefing, /review-contract, /signature-request, /triage-nda, /vendor-check. Settings → Connectors and Plugins → Legal → Install. Free.
Customize one Skill this week
Four moves: point it at your voice file, pin your firm's rules, wire it to your matter folders, add the boring step (conflict check, attorney review). Same Skill, four moves, completely different output. Start with /legal-response.
Distill, don't dump
Five principles. Less is more. One idea, one note. Single source of truth. Owner and date on every page. Plain English in your firm's voice. The brain is the distilled layer above your DMS — not a copy of it.
One a day for a week. By next Wednesday your firm reads differently to AI and runs differently to your team.
Your next move
Season 1 ended with Lab 7. Two ways to keep going.
Founding Cohort · 50 seats
Stay in the Room
Season 2 opens June 1 as a paid membership. Founding members lock $197/mo for as long as they stay active. Weekly Office Hours start the same day. After June 1 the rate goes up and the lock disappears.
- Weekly Office Hours between Labs
- Every Lab and recording going forward
- Bonus Portal — templates, Skill library, prompts
- Slack community with 200+ attorneys building together
50 Founding seats. $197/mo locked for life. Doors close June 1.
Six-pillar audit · For your firm
Revenue Leak Audit
We run the full Digital Dominance Report on your firm one-on-one. Every pillar walked through with you — what's working, what's leaking — compared against three of your actual competitors.
- Full 6-pillar Digital Dominance Report
- Side-by-side comparison vs 3 competitors
- Prioritized fix list across every pillar
- 30-minute 1:1 walkthrough with our team
Free. 30 minutes. No pitch unless you ask.
Watched the Lab. Now ship one move.
Pick one of the six. If you're a Founding member, the bonus portal has two extensive Claude Cowork prompts — one that generates your robots.txt, one that generates your llms.txt and llms-full.txt. Paste into a Cowork project that already knows your firm. About two hours of attorney time to deploy all of it.
Not a Founding member yet? Reserve a seat before the June 1 deadline.