Building a multi-practice-area law firm site with all 26 skills

Hartwell Law is expanding from personal injury into family and estate law, and the new practice areas need a site that ranks. This is all 26 LawGrowth skills run as one pipeline, from market research to launch, with the jurisdiction and advertising constraints that make legal its own animal.

A firm adding practice areas is the ideal case for the Full Stack, because it is not one page or one campaign, it is a full build that has to be planned, written, made compliant, and measured as a unit. The $299 LawGrowth Full Stack is all 26 skills plus the START-HERE guide, the WORKFLOWS chains, and the SOP templates, priced below the sum of the bundles because the bundles were always parts of one machine. This post runs that machine end to end on Hartwell Law expanding into family and estate work.

Legal makes the pipeline more demanding than the medical equivalent in three specific ways, and they show up at every stage: the work is jurisdiction-bound (the law differs by state and county), it has a hard urgency axis (some clients are searching mid-crisis), and every publishable asset has to clear attorney-advertising rules. The stack is built around all three.

The whole stack in one project

mkdir -p hartwell-expand/.claude/skills
cp law-full-stack/skills/*.md hartwell-expand/.claude/skills/
cp law-full-stack/WORKFLOWS.md  hartwell-expand/
cp law-full-stack/START-HERE.md hartwell-expand/
cd hartwell-expand
echo "@.claude/skills/" >> CLAUDE.md   # import the whole skills folder
echo "@WORKFLOWS.md"     >> CLAUDE.md   # the documented chains
claude

Read WORKFLOWS.md before starting. It documents which skill feeds which, so the build order is not a guess. What follows is one of those chains, run the whole way through.

Strategy: is the new practice area worth entering?

Expanding into family and estate law is a bet, and the strategy skills test it before a page is built. Legal Market Research takes the new practice areas, the Denver metro, and the known competitors, and returns the shape of the opportunity: demand for family-law and estate terms locally, where the market is saturated, and the client-intent clusters worth targeting. It will tell the firm if family law in the metro is brutally contested, rather than the encouraging answer, because the firm needs to know that before committing.

Competitor Reverse-Engineering maps how the entrenched family and estate firms rank, including their directory and LSA presence. The Practice-Area Profitability Mapper is a legal-specific skill that earns its place here: it weighs case value against SEO difficulty and demand, so the firm can see that high-value estate-planning work might be a smarter content priority than a high-volume but low-value segment. Legal Keyword Intent Clustering then organizes the terms along the axes that matter in law: the emergency intent ("emergency custody order"), the transactional ("hire a divorce lawyer"), the informational ("how is property divided in Colorado"), and the local. Those clusters become the content plan.

Architecture: silos and jurisdiction-aware pages

The Legal Sitemap Generator reads the clusters and builds the structure: a practice-area silo for family law, another for estate, the supporting sub-service pages, the attorney bio pages, the FAQ. This is where the first legal-specific demand shows up in the architecture. The Local Landing Page work is jurisdiction-aware, not just "near me." A family-law page has to speak to Colorado law and, where relevant, the specific county and courthouse, because legal advice that ignores jurisdiction is wrong advice. The location pages are built around real jurisdictional specificity, which is also what makes them genuinely useful rather than thin doorway pages.

The Internal Linking Strategist defines the authority flow from the broad practice-area pages down to the specific sub-services and out to the jurisdiction pages, concentrating equity where consultations convert. The Legal UX Audit reviews the planned structure for the trust signals that matter in law, bar admissions, verifiable attorney credentials, case-result framing that stays within advertising rules, and a low-friction consultation path, before any content is written.

Content operations: the compliance-heavy core

This is the highest-value cluster and the one where the advertising and ethics rules bite hardest. The EEAT Legal Content Writer writes each page to be authoritative and attorney-credible while observing the hard constraints: no outcome guarantees ("we will win" is prohibited in most jurisdictions), no language that constitutes the unauthorized practice of law (the content educates, it does not give the reader case-specific advice), and the general-information framing that keeps an article from becoming legal counsel. It refuses to fabricate case results, statutes, or citations, and flags every claim an attorney must verify.

The Practice-Area Page Generator builds the workhorse pages in a consistent structure: what the matter involves, the process, what to expect, an FAQ, all written for a worried potential client rather than a lawyer. The Legal-Issue-to-Service Mapper is the legal answer to symptom-first content: it bridges how people actually search in a crisis ("my landlord won't return my deposit," "I was served divorce papers") to the service that addresses it, without giving the reader legal advice about their specific situation. The Legal FAQ Schema Builder produces valid FAQPage JSON-LD for the voice-search opportunity on conversational legal questions.

The gate every asset clears

Then everything routes through the Readability and Compliance Rewriter, which is the attorney-advertising gate built into the workflow as a step. It runs a plain-language pass, inserts the required disclaimers (the "this is general information, not legal advice" framing, and where case results appear, the "past results do not guarantee future outcomes" disclaimer many bars require), checks for prohibited superlatives and outcome language, and produces a clean draft with a precise list of what counsel must sign off on. Because advertising rules vary by state and change, the skill flags rather than assumes, and nothing publishes without the human review. Building that gate in as a discrete, repeatable step is what lets the firm produce legal content at volume without producing bar-complaint risk at volume.

Local SEO: profile, directories, and safe reviews

GBP Service Optimization restructures the firm's profile to add the new family and estate practice areas using the vocabulary the content engine established, so the profile and the site match. The legal directory ecosystem matters more here than it does in medical, so the local work accounts for Avvo, Justia, FindLaw, and Martindale presence, the places potential clients actually check a lawyer's reputation. GBP Post Generation produces educational posts per practice area with no case-specific claims. Review Response and Reputation Pattern Analysis handle reviews with the strict confidentiality rule: never confirm or deny that a person is a client, never reference case facts in a public reply.

Local comes after content for the same reason it does in the medical pipeline: the profile and directories inherit the content's vocabulary, so running it here keeps the firm described consistently everywhere instead of optimizing against practice areas that have not been defined yet.

Analytics and operations: baseline, attribution, and the SOPs

On a new build the analytics skills set the baseline to measure against. The SEO Equity Analyzer records the starting point for the new practice areas, near-total dependency on referrals and ads for now, so next quarter can show organic equity beginning to build against the LSA treadmill. Legal Lead Attribution is wired at launch and is case-type-aware from day one, weighting a signed estate matter differently from a low-value inquiry and capturing the phone calls, so no signed case is invisible. The AI SEO Audit documents the clean launch state, including the legal-directory signals. The Content Decay Detector is scheduled to watch for both ranking erosion and law changes that will stale the new pages.

Finally the Agency SOP and Fulfillment Builder captures this entire pipeline, all five categories with their attorney-review gates, as the firm's documented expansion playbook, adapting the bundle's SOP templates to the exact chain just run. The next practice area Hartwell adds is a documented process, not another full-effort build from zero.

What the full pipeline produced

A market-tested decision to enter the new practice areas, a jurisdiction-aware architecture justified by that research, a full set of advertising-compliant legal content built on it, a profile and directory presence consistent with that content, and an analytics baseline wired to measure signed cases, plus the SOPs to repeat it. Twenty-six skills, one workflow, because each skill's structured output fed the next. A prompt pack would have handed the firm 26 disconnected outputs and left the jurisdiction, urgency, and advertising constraints for someone to remember at the end. The stack builds them into every handoff.

It is also the clearest demonstration of why this model transfers across regulated verticals. The medical Full Stack and the legal Full Stack are the same machine with the substance rewritten, structured chaining, compliance gates as steps, baseline-then-measure, which is exactly what a defensible vertical SEO product should be.