Technical Roadmap

More force. Same team.

Internal — March 2026

4
Phases
24
Projects
140
Deliverables
12+
Months

Timeline

Replatform + Reporting + Marketing Launch Months 1-3 Marketing Deepens & Compounds Months 3-9 Intake / Sales Months 9-12 Ops (Bespoke) Year 2+
Launch (Months 1-3) Growth (Months 3-9) Expansion (Months 9-12) Scale (Year 2+)
Phase 1 Months 1-3 Launch

Replatform + Reporting + Marketing Launch

Launch

Set up the reporting layer so the owner can see what is happening for the first time. Replatform the websites so marketing has a solid foundation. Simultaneously launch the marketing engines. The owner starts seeing weekly briefs with real numbers and real outputs within 30 days.

Gate

Both firm websites live on Astro with Lighthouse 90+, Salesforce read-only connector syncing, all 5 reporting dashboards delivering weekly, core marketing engines producing measurable output, and firm owners receiving weekly briefs with real numbers.

▶

Multi-Tenant Platform Setup

7 deliverables

P1 — Multi-Tenant Platform Setup

Convert the platform from single-tenant to multi-tenant. This is prerequisite infrastructure — nothing else works until tenant isolation is in place. Every row belongs to a tenant, every API request is scoped, every background job is isolated.

Add firm_id to all data tables

Migration across 42+ tables. Every row belongs to a tenant.

2-3 days
PostgreSQL RLS policies

Row-level security enforcing tenant isolation at the database level.

2 days
Tenant-aware auth middleware

JWT includes firm_id. All API requests scoped to tenant automatically.

1-2 days
Per-tenant firm config

Feature flags, branding, connector credentials, module toggles (connector vs. owned mode).

1-2 days
Redis namespace isolation

BullMQ jobs scoped per tenant. No cross-firm data leakage in background workers.

1 day
Tenant provisioning flow

Script/admin endpoint to create a new tenant: database seed, config, credentials.

1 day
Deploy to Railway

Docker deployment: API, workers, PostgreSQL, Redis. Health checks, environment variables.

1 day

Firm Involvement

None. This is invisible infrastructure.

▶

Website Replatform

13 deliverables

P1 — Website Replatform

The front door to every marketing initiative. Every ad click, every organic visit, every GBP action lands here. The site must perform before marketing spend makes sense. Both founding firms are on WordPress with Lighthouse mobile scores of 54-61/100, missing schema, and conversion architecture problems. Shared Astro codebase with a config layer that swaps firm name, branding, content, and credentials. Firm #3 is a config deploy, not a new build.

Content audit + information architecture

Extract all pages, practice areas, attorney bios, blog posts from WordPress. Map existing URL structure, define new IA with 5-7 nav items max.

1-2 days
Astro project setup (shared codebase, Tailwind, config layer)

Shared Astro project with configuration layer that swaps firm name, branding, content, and credentials per firm. Tailwind + Content Collections. Component library.

1-2 days
Homepage (client-centered framework)

Empathetic headline, phone + "Free Consultation," review score (Google Places API), practice area grid, 3-field form. Client-centered design from the UX audit. 3-4 mobile screens.

2 days
Practice area page template

Template for all practice area pages with conversion-optimized layout. Empathetic headline, "Is this you?", "Here's what happens next", results, FAQ sections, CTA, and structured data.

2 days
Attorney profile template

Attorney bio pages with real photos, plain-English bios, practice focus, results. Schema markup (Person), credentials, case results, and trust signals.

1 day
Contact, results, reviews pages

Contact page with multi-field form, map, and click-to-call. Case results page with filtering. Reviews aggregation page with live Google reviews feed.

2 days
Blog archive migration + 301 redirect map

Migrate all blog content from WordPress. Generate 301 redirect map for every old URL to prevent SEO loss. Preserve clean URLs for SEO continuity.

2 days
JSON-LD schema generation

Full structured data: LocalBusiness (per location), Attorney (per lawyer), AggregateRating, FAQPage, BreadcrumbList, WebSite + SearchAction. Automated from Content Collections.

1 day
GA4 + GTM + CallRail setup (single instance each)

Clean analytics setup: single GA4 property, single GTM container, single CallRail instance. No duplicates. Conversion event tracking for forms, calls, and chat.

1 day
Mobile sticky CTA bar

Persistent Call + Text buttons on mobile (React island). Always visible, non-intrusive. Minimum 44px touch targets.

0.5 days
AI chat widget placeholder

Placeholder component embedded on all pages. Activated with the real AI engine in Phase 3.

0.5 days
QA + Lighthouse audit (target 90+)

Full QA pass across all page types. Test at 375px, 768px, 1920px. Lighthouse audit targeting 90+ on Performance, Accessibility, Best Practices, SEO. Fix all regressions.

1-2 days
DNS cutover + monitoring

Coordinate DNS switch from WordPress to Cloudflare Pages. Stagger cutovers 2-3 days apart. Monitor traffic, 404s, and search console for 2 weeks post-launch.

1 day

Firm Involvement

Firm reviews content drafts and approves each page type. Provides attorney photos, bios, and case results if missing. Signs off on DNS cutover timing. Plan for 2-3 rounds of content review per page template.

▶

Website Replatform: DDT

8 deliverables

P1 — Website Replatform: DDT

Same deliverables as Rossen, using the shared Astro codebase. DDT-specific content, branding, and configuration. ~60% of the effort since templates and components are shared.

Content audit + IA

Extract content from WordPress. Define DDT-specific page hierarchy.

0.5 day
DDT content + branding config

Firm name, colors, logo, practice areas, attorney data, office locations.

0.5 day
Build all pages

Apply shared templates with DDT content. Homepage, practice areas, attorneys, contact, results, reviews, blog.

2 days
Schema generation (8 office locations)

8 office locations as separate LocalBusiness entries. Attorney schemas. AggregateRating (3,000+ reviews).

0.5 day
GA4 + GTM + CallRail

DDT-specific tracking. Separate GA4 property, same GTM setup pattern.

0.5 day
301 redirect map

DDT WordPress URLs mapped to new Astro URLs.

0.5 day
QA + Lighthouse

Same targets: 90+ mobile, test at 375/768/1920px.

0.5 day
DNS cutover + monitoring

Go live. Stagger 2-3 days after Rossen to avoid concurrent cutovers.

0.5 day

Firm Involvement

Derek reviews content and approves pages. Signs off on DNS cutover.

▶

Form to Salesforce

4 deliverables

P1 — Form to Salesforce

Website contact forms write leads directly to each firm's Salesforce pipeline. This is the first Salesforce touchpoint and validates the API connection before the full connector build.

Salesforce OAuth setup

Connected app in each firm's Salesforce. OAuth flow for API access.

1 day
Form submission edge function

Astro form, edge function, Salesforce Lead create. Maps form fields to SF fields.

1 day
UTM parameter passthrough

Source, medium, campaign captured from URL and stored on the Salesforce lead.

0.5 day
Test end-to-end both firms

Submit test leads, verify they appear in Salesforce with correct attribution.

0.5 day

Firm Involvement

Grant Salesforce API access. Verify test leads appear correctly.

▶

Salesforce Read-Only Connector

9 deliverables

P1 — Salesforce Read-Only Connector

Lightweight, read-only data pull from Salesforce Pro Suite. Both founding firms run on Salesforce and can grant API access in the same onboarding call as ad accounts and GBP. Required for Phase 1 reporting dashboards — leads, pipeline stages, signs, and revenue all live in Salesforce.

SalesforceIAO class

OAuth token management, SOQL query builder, bulk data sync, error handling. Follows the IAO pattern for external API integrations.

2 days
Lead data sync (read-only)

Pull leads, pipeline stages, lead sources, conversion dates, consultation status, sign/decline outcomes. Map to normalized warehouse schema.

2 days
Case data sync

Pull cases, statuses, assigned attorneys, matter types, court dates, dispositions.

2 days
Client/contact sync

Pull client records, contact information, co-defendants, expert witnesses.

1 day
Revenue/payment data sync

Pull revenue, collections, AR, payment plans, retainer balances, invoices, fee agreements. Map to financial reporting schema.

2 days
Attorney/team data sync

Pull attorney roster, caseload assignments, team structure, roles. Map to productivity reporting schema.

1 day
Background sync worker (incremental every 15 min)

BullMQ worker running incremental sync every 15 minutes. Full sync nightly. Uses Salesforce change data capture or modified date filtering. Handles rate limits and retries.

2 days
Webhook listener

Real-time updates from Salesforce outbound messages (new lead, case stage change, payment received).

1 day
Data validation + reconciliation

Compare warehouse totals against Salesforce reports. Flag discrepancies. Ensure data integrity before dashboards go live.

1 day

Firm Involvement

Firm grants API access via Connected App setup in Salesforce. Salesforce admin walkthrough. Identify custom objects/fields. Confirm which objects and fields to sync. Verify data accuracy against their own Salesforce reports after first sync.

▶

Marketing Connectors

8 deliverables

P1 — Marketing Connectors

Connect to ad platforms and analytics to power reporting dashboards and marketing engines. Each connector is an IAO class that handles authentication, data pull, and sync.

Google Ads IAO

Campaign data, ad spend, impressions, clicks, conversions, search terms.

2 days
GA4 IAO

Website traffic by source/medium, conversion events, landing page performance.

2 days
GBP IAO

Google Business Profile insights, review data, post performance.

1 day
CallRail IAO

Call recordings, call source attribution, duration, caller ID, first-time vs. repeat.

2 days
Meta Ads IAO

Campaign data, ad spend, impressions, reach, conversions, creative performance from Meta Business Suite.

2 days
Heymarket IAO

Text message data, response times, conversation history.

1 day
LSA IAO

Local Services Ads data: lead volume, cost-per-lead, budget pacing, dispute status. Required for M3 and M15.

1 day
Sync workers for all connectors

Background jobs for each connector. Incremental sync schedules. Rate limit handling.

2 days

Firm Involvement

Grant API access to Google Ads, GA4, GBP, CallRail, Heymarket accounts. Confirm which accounts/properties to connect.

▶

Analytics Warehouse

4 deliverables

P1 — Analytics Warehouse

Normalized reporting tables optimized for aggregation, not CRUD. Designed for dashboards and AI engines. All connector data flows into this unified schema.

Schema design

Normalized tables: leads, cases, revenue, marketing, calls, messages, attorneys. All with firm_id.

2 days
Aggregation views

Materialized views for common queries: cost-per-sign by channel, lead-to-sign conversion by period, revenue by practice area, caseload by attorney.

2 days
ETL pipeline

Transform data from connector raw tables into analytics schema. Handle deduplication, normalization, currency.

2 days
Data freshness monitoring

Track last sync time per connector per firm. Alert on stale data.

1 day

Firm Involvement

None directly. But they will surface data quality issues when they see the dashboards.

▶

Reporting — The Visibility Layer

11 deliverables

P1 — Reporting Dashboards

Setup-once, run-forever dashboards. They create the language you will use with the owner for the rest of the relationship. Every future conversation references these numbers.

Dashboard shell

Auth, layout, sidebar, firm switcher (for admin), theme. Responsive design for desktop and tablet.

2 days
R1. Weekly KPI Scorecard

Automated roll-up of leads, consultations, signs, revenue, collections, case closures. Delivered on a set cadence with red/yellow/green coding. Period-over-period comparison. The owner's single source of truth.

2 days
R3. Marketing Performance Report

Spend vs. signs by channel. Cost per lead, cost per sign, ROI by source. Translates agency reports into money language. Delivered weekly alongside the scorecard.

2 days
R4. Intake/Sales Pipeline Report

Lead volume, speed-to-contact, consultation set rate, show rate, close rate, average fee at sign. Full funnel visibility. Plants the seed for Phase 3 intake services.

2 days
R7. Client Satisfaction Pulse

NPS/CSAT scoring tied to review generation. Client experience tracking that feeds both ops and marketing.

1 day
R8. Custom Alerts & Exception Reporting

Automated flags when something breaks threshold. Collections drop, lead flow drops, caseload exceeds capacity. Email + dashboard notification. Proactive, not reactive. The owner hears about problems from you before they discover them.

2 days
R13. Lead Source Attribution & Budget Rebalancer

Connects CRM, call tracking, and ad platforms to build true source-to-sign attribution. Weekly cost-per-sign analysis by channel. Produces specific budget reallocation recommendations.

2 days
Automated weekly scorecard delivery

BullMQ cron: generate R1 scorecard every Monday, email to firm owner as formatted report.

1 day
I7/I11. Coaching Dashboard

Per-rep call scores over time, improvement trends, auto-generated coaching notes from Claude, coaching assignment tracking.

2 days
I4. Live Intake Script System

Dashboard view: rep sees the right talk track based on practice area, lead source, caller scenario. Pulls from objection patterns to keep scripts current.

2 days
I8. Fee Calculator

Dynamic quoting tool. Suggests retainer range based on practice area, complexity, jurisdiction, and historical fee data.

1 day

Firm Involvement

Firm reviews dashboards against their own Salesforce reports and flags discrepancies. Defines KPI thresholds for alerts (red/yellow/green). Provides feedback on what breakdowns matter most to them. Plan for 2-3 rounds of iteration per dashboard.

▶

Brand & Positioning

2 deliverables

P1 — Brand & Positioning

Completed during onboarding. The foundational work that every piece of marketing content depends on. Without clear voice and positioning, all marketing output sounds generic.

M23. Brand Voice Extraction & Enforcement System

Extracts and documents the firm's voice from the founder and existing content. Builds a voice profile with vocabulary guides, tone rules, and anti-patterns. Every piece of content runs through this filter.

2-3 days
M24. Positioning & Differentiation Workshop

Produces 3-5 positioning angles with messaging frameworks. Answers "why you vs. anyone else" before a single ad runs. Prevents the #1 problem with law firm marketing: sounding exactly like every other firm.

1-2 days

Firm Involvement

Founding partner participates in voice extraction sessions and positioning workshop. Reviews and approves voice profile, vocabulary guides, and positioning angles before any content is produced.

▶

Marketing Core Engines

8 deliverables

P1 — Marketing Core Engines

Services that start running in month 1 and produce visible, measurable output immediately. High-value to the owner and highly scalable across firms.

Engine framework

Base class for all AI engines: scheduled trigger, data pull, Claude prompt, structured response parsing, result storage, delivery. Shared by every engine in this phase and Phase 2.

2 days
M13. Generative Engine Optimization (GEO)

Weekly automated audit of AI visibility across top 20 keywords. Produces GEO plan, executes content structured for LLM citation, re-audits weekly to track movement. Most differentiated service on the menu.

3 days
M14. Meta Ads Autonomous Optimization Engine

Analyzes historical Meta performance, builds creative scoring matrix, generates 30+ ad variants, deploys tests, kills losers, scales winners, updates the model. Repeats every cycle. Directly impacts ad ROI from month 1.

3 days
M15. LSA Rank & Rating Automation

Weekly audit of LSA positioning across keywords and geos. Tracks rank shifts, budget pacing, cost-per-lead trends, competitor movement. Systematically rates every lead to train Google's algorithm. Weekly action brief. LSAs are the highest-ROI channel for most firms.

2 days
M20. Google Ads Keyword Cannibalization & Waste Auditor

Weekly crawl identifying wasted spend: non-converting terms, competing keywords, broad match bleed. Generates negative keyword lists, pauses waste, reallocates budget. Quantifies dollars saved.

2 days
M25. Content Atomization Engine

Takes one source asset (case result, blog post, video, podcast) and programmatically produces 15-25 distribution-ready assets across every channel: social posts, ad copy, GBP posts, email blocks, FAQ entries, GEO-optimized snippets, video scripts.

3 days
M2. Review Generation Engine

Systematic process to request, capture, and respond to Google reviews. Automated triggers tied to case milestones (Salesforce case status change, wait X days, send review request via SMS + email). Tracks request-to-review conversion rate. Reviews are the #1 trust signal and directly impact LSA rank, map pack position, and conversion rate.

2 days
Engine delivery system

Each engine's output delivered via: dashboard section, email summary, and PDF report (for firm owners who want to forward to staff).

2 days

Firm Involvement

Firm grants access to ad accounts (Google Ads, Meta), GBP, and review platforms. Reviews weekly engine output briefs and decides which recommendations to act on. Approves review request templates and content atomization assets before distribution.

▶

Marketing Knowledge Base

2 deliverables

P1 — Marketing Knowledge Base

A persistent, evolving repository of everything that has worked and has not for this specific firm. Every service feeds into it, every service pulls from it. The compound interest mechanism. This is the switching cost.

M29. Marketing Knowledge Base (Firm Intelligence Layer)

Persistent repository capturing what works and what does not for each firm. Every marketing service feeds results into it, every service pulls context from it. The longer a firm is on the platform, the smarter every output gets.

3 days
Knowledge base ingestion pipeline

Automated pipeline that captures outputs, outcomes, and learnings from every engine run and feeds them into the firm-specific knowledge base. Structured for retrieval by downstream services.

2 days

Firm Involvement

No direct involvement required. The knowledge base builds passively from day 1 as all marketing engines feed data into it. Firm sees the compounding effect as output quality improves over time.

Phase 2 Months 3-9 Growth

Marketing Deepens & Compounds

Growth

The Phase 1 engines are running and producing data. Now layer in the services that deepen competitive advantage, fill content gaps, and give the owner intelligence they have never had. The knowledge base is getting richer every week. Output quality is noticeably improving.

Gate

Phase 1 engines are producing weekly output, knowledge base is enriching every cycle, competitive intelligence is surfacing actionable insights, and content pipeline is filling gaps identified by the topical authority mapper.

▶

Competitive & Market Intelligence

4 deliverables

P2 — Competitive & Market Intelligence

Intelligence services that give the firm visibility into what competitors are doing and where the market is heading. Builds on Phase 1 data to provide context that no single-firm view can deliver.

M16. Competitor Intelligence Monitor

Weekly scan of top 5-10 competitors across Google Ads, LSAs, GBP, organic rankings, review velocity, and AI visibility. Flags changes and delivers a brief with recommended responses. Owners love seeing what competitors are doing.

3 days
M17. Review Velocity & Sentiment Engine

Monitors review volume, star rating trends, and runs sentiment analysis on review text. Identifies recurring themes, flags operational issues surfacing in reviews, benchmarks against local competitors. Pairs with M2 to close the loop.

2 days
M22. Referral Source ROI Tracker

Monitors every referral source and tracks sign rate, average fee, case type mix, lifetime value. Ranks by true ROI. Tells the firm which relationships to invest in and which are sending junk.

2 days
R14. Local Market Demand Forecaster

Pulls search trends, public records, court filing volumes, and seasonal patterns to forecast demand by practice area and geography. Refreshes quarterly. Tells the firm when to push spend and when to pull back.

2 days

Firm Involvement

Firm identifies their top 5-10 competitors and key referral sources. Reviews weekly competitor briefs and quarterly market forecasts. Decides which competitive responses to act on.

▶

Content & SEO Depth

4 deliverables

P2 — Content & SEO Depth

Services that fill content gaps, continuously optimize conversion, and keep engagement sequences fresh. These compound on top of Phase 1 engines and the growing knowledge base.

M18. Content Gap & Topical Authority Mapper

Automated crawl of firm site plus competitors. Maps topic coverage gaps, prioritizes content production queue by search volume, difficulty, and conversion intent. Refreshes monthly. Feeds directly into the content atomization pipeline.

2 days
M19. Website Conversion Auditor

Monthly automated audit of page speed, mobile UX, form completion rates, chat engagement, bounce rates by landing page. Produces prioritized punch list. Continuous improvement loop.

2 days
M21. Email & SMS Engagement Decay Optimizer

Monitors open/click/response rates across all sequences. Identifies when sequences go stale. Auto-A/B tests new subject lines, send times, and copy. Rotates in fresh variants and retires underperformers.

2 days
M28. Multi-Agent Campaign Validator

Before any major campaign, landing page, or ad set goes live, it gets reviewed by multiple AI expert agents covering conversion, SEO, direct response, and compliance, each evaluating independently. A QA layer that catches what one perspective misses.

3 days

Firm Involvement

Firm reviews content gap priorities and approves content production queue order. Reviews monthly conversion audit punch lists and decides which improvements to implement. Provides access to email/SMS platforms for engagement optimization.

▶

Channel Automation

6 deliverables

P2 — Channel Automation

Automated channel management tools that extend the Phase 1 Marketing AI Engines with direct platform integrations for publishing, optimization, and monitoring.

M1. GBP Posting Scheduler

Claude generates weekly GBP posts (case results, tips, FAQs) from content pipeline. Queued via GBP API. Firm approves with one click in dashboard. Q&A monitoring: new question alerts + Claude drafts answer.

2 days
M3. LSA Dispute Automation

Extends M15 engine: unqualified lead detected, auto-file dispute via LSA API without human intervention. Budget pacing alerts when spend ahead/behind target.

1 day
M4. PPC Auto-Optimization

Extends M20 engine: auto-pause underperforming keywords, auto-add negative keywords, auto-adjust bids based on cost-per-sign targets via Google Ads API. Human reviews weekly brief, overrides if needed. System acts by default.

3 days
M5. Technical SEO Monitor

Automated crawl: broken links, missing meta descriptions, crawl errors, Core Web Vitals regressions. Alert on issues. Auto-generate citation submissions to top directories.

2 days
M8. Social Media Scheduler

AI-generated post variants from content pipeline. Scheduling/publishing via platform APIs (Meta, LinkedIn) or Buffer integration. Performance tracking fed back to content scoring.

2 days
M10. Referral Tracking & Nurture

Referral source CRM: track who sends referrals, sign rate, case value. Automated nurture sequences (email/SMS) to top referral sources. Powered by M22 ROI data.

2 days

Firm Involvement

Firms approve AI-generated content with one click in the dashboard. System acts by default on optimization tasks; firms review weekly briefs and override if needed.

▶

Service Automation

4 deliverables

P2 — Service Automation

Deeper automation services that extend the core engines with content production, creative generation, CRO, and review response workflows.

M6. A/B Testing & CRO Toolkit

Automated Lighthouse monitoring, form completion rate tracking, heatmap integration (Hotjar/Clarity). Surfaces CRO recommendations alongside M19 conversion auditor data.

2 days
M7. Content Production Pipeline

Claude generates drafts from the M18 Content Gap Mapper queue. Content workflow: AI draft, human review queue, approved, publish to Astro site via CMS API or Git commit.

3 days
M9. Review Response Workflow

M17 engine detects new review, Claude drafts response, queued for human approval, posts to Google via GBP API. Negative reviews escalated with alert.

2 days
M12. Creative Generation

Claude + template system generates ad creative variants (headlines, descriptions, copy). Fed by winning patterns from M20 (Google Ads) and M14 (Meta Ads) performance data. Human selects winners.

2 days

Firm Involvement

Firm approves content drafts, creative variants, and review responses before publishing. Establishes a weekly review cadence for quality control.

▶

Additional Reporting

2 deliverables

P2 — Additional Reporting

Deeper operational dashboards that build on the Salesforce data flowing since Phase 1. These surface staffing and productivity insights the firm has never had visibility into.

R5. Attorney Productivity Dashboard

Caseload per attorney, cases opened/closed, revenue generated, average case cycle time. Gives the owner visibility into who is producing.

2 days
R9. Staff Utilization & Capacity Forecaster

Monitors caseload per team member, projects when the firm hits capacity and which role bottlenecks first. Re-runs weekly. Helps the owner plan hires before they are desperate.

2 days

Firm Involvement

Firm reviews attorney and staff data for accuracy. Defines capacity thresholds and staffing assumptions. Uses these dashboards in their own management meetings.

Phase 3 Months 9-12 Expansion

Intake / Sales

Expansion

By now the platform has proven it can move numbers. The owner trusts us. And the marketing data is telling the intake story: "We generated 140 leads last month but you only signed 38 — here is where the other 102 went." The R4 Pipeline Report set up in month 1 has been quietly building the case for 9 months.

Gate

Intake call scoring is running on real calls, CRM pipelines are rebuilt, follow-up sequences are firing automatically, and the intake team is receiving coaching based on AI-scored call data. The R4 Pipeline Report has been quietly building the business case for 9 months.

▶

Call Scoring

7 deliverables

P3 — Call Scoring

A working call scoring engine using the Claude API, scoring across 8 dimensions with CallRail and RingCentral integration. Needs adaptation for multi-tenant and connector-mode call data. Can be prioritized earlier if the firm is already recording calls.

Audit existing call scoring code

Review the AIScorIAO, intake_scores schema, scorer dashboard. Identify gaps for multi-tenant adaptation.

1 day
Multi-tenant adaptation

Ensure scoring pipeline is firm_id aware. Firm-specific rubrics stored in firm_config.

1 day
CallRail to scoring integration

CallRail webhook, download recording, Deepgram transcription, Claude scoring.

2 days
RingCentral to scoring integration

Verify existing RingCentral pipeline works with multi-tenant setup.

1 day
Scoring dashboard adaptation

Port the scorer page to the platform dashboard. Per-firm filtering.

2 days
End-to-end testing (20+ real calls per firm)

Score 20+ real calls from each firm. Validate dimensions, coaching notes, conversion predictions.

2 days
Low-score alerts

Trigger notification when a call scores below threshold (configurable per firm).

1 day

Firm Involvement

Firm reviews scoring rubrics and confirms they match how their firms evaluate intake calls. They decide whether scores are shared with the intake team or kept internal. Both firms need to confirm call recordings are being captured and stored.

▶

Autonomous Engines

7 deliverables

P3 — Autonomous Engines

AI engines that analyze intake performance, score calls, identify patterns, and recommend operational changes. Intake Call Scoring (I1) can be prioritized earlier if the firm is already recording calls and wants immediate visibility into intake performance.

I1. Intake Call Scoring & QA

Recorded calls scored against a methodology. Regular QA with coaching notes delivered back to the team. The revenue lever — intake is where money is made or lost.

3 days
I15. Intake Objection Pattern Analyzer

Runs across call recordings and transcripts to identify the most common objections by practice area, rep, and lead source. Monthly report with specific talk tracks for the top deal-killers.

2 days
I13. Fee Optimization Engine

Pulls historical fee data by practice area, case type, jurisdiction, and lead source. Identifies underpricing, overpricing, and payment plan issues. Monthly pricing recommendations with projected revenue impact.

2 days
I17. Intake Conversion Decay Analysis

Weekly analysis of how conversion rate degrades over time from first contact. Maps speed-to-contact to close rate. Quantifies revenue impact of funnel leaks in dollars.

2 days
I12. Call Routing & Distribution Optimizer

Analyzes which rep converts best by practice area, time of day, and lead source. Recommends routing changes. Reanalyzes after changes to confirm lift.

2 days
I14. Appointment No-Show Predictor & Intervention Engine

Risk model from historical no-show data. Scores upcoming consultations. Triggers automated intervention for high-risk appointments. Tracks whether interventions reduce no-shows.

2 days
I18. AI Receptionist Performance Auditor

Weekly audit of every AI-handled interaction scored for accuracy, tone, qualification quality, and conversion. Flags bad handoffs and produces tuning reports.

2 days

Firm Involvement

Firm grants access to call recordings, CRM write access, and phone system. Reviews scoring rubrics and confirms they match how the firm evaluates intake calls. Decides whether scores are shared with the intake team or kept internal. Reviews routing and pricing recommendations before implementation.

▶

Intake Analytics

4 deliverables

P3 — Intake Analytics

Deeper intake reporting powered by call scoring + Salesforce data flowing since Phase 1. These reports identify operational gaps — missed calls, slow follow-ups, pipeline leaks.

I2. Speed-to-Lead metrics

Measure first-response time from lead creation to first contact. Alert when leads wait too long. Quantify revenue impact of slow response.

1 day
I16. After-Hours Lead Analysis

Track what happens to every lead outside business hours. Quantify revenue lost between 6pm and 8am.

1 day
I9. Pipeline Management & Lead Recovery

Weekly pipeline scrubs, dead-lead reactivation campaigns, systematic follow-up for cold leads. Automated flagging of stale pipeline.

1 day
Intake analytics dashboard

Unified dashboard view surfacing speed-to-lead metrics, after-hours analysis, pipeline health, and conversion decay in a single intake performance overview.

2 days

Firm Involvement

These reports identify operational gaps. Firm decides which findings to share with their intake teams and how to address them.

▶

Setup & Coaching

7 deliverables

P3 — Setup & Coaching

Hands-on operational work that restructures the intake workflow: CRM pipelines, scripts, follow-up sequences, training, and fee presentation. These are setup costs that create the infrastructure the autonomous engines run on.

I2. Speed-to-Lead Optimization

Audit and redesign of the first-response workflow. Measure and improve time from lead creation to first contact. One-time engagement, high impact.

2 days
I3. CRM Setup & Configuration

Build out intake CRM with proper pipelines, stages, automations, and reporting. Foundation for everything else in this phase.

3 days
I4. Intake Script & Talk Track Development

Custom scripts per practice area covering qualifying questions, objection handling, urgency creation, and close.

2 days
I5. Follow-Up Automation Sequences

Multi-touch follow-up via text, email, and phone for leads that do not sign on first contact. Recovers 15-25% of "lost" leads.

3 days
I7. Consultation-to-Sign Conversion Coaching

Training and role-play for the person doing consultations. Based on patterns identified by the call scoring and objection analysis engines. Directly increases close rate.

2 days
I8. Fee Presentation & Payment Plan Optimization

How fees are quoted, when payment plans are offered, what financing options exist. Based on I13 fee optimization data. Small changes here = massive revenue lift.

2 days
I11. Intake Team Training Program

Ongoing training cadence covering sales skills, empathy, product knowledge, and call mechanics.

2 days

Firm Involvement

Firm provides full access to CRM for pipeline rebuild. Intake team participates in training sessions and role-play coaching. Founding partner approves scripts, follow-up templates, and fee presentation changes. Ongoing training cadence requires team availability.

▶

Follow-Up Automation

7 deliverables

P3 — Follow-Up Automation

Multi-touch sequences for leads that don't sign on first contact. Automated sequences contact real leads. Rollout is incremental — one sequence on one firm first, validate results, then expand.

Sequence builder

Define multi-step sequences: text (Heymarket/Twilio), email (SendGrid), task (assign follow-up call). Configurable delays and conditions.

3 days
Trigger system

Sequences fire based on events: new lead created, consultation no-show, lead stale for X days.

2 days
I5. Standard follow-up sequences

Build 3-4 standard sequences: post-consultation follow-up, missed call recovery, stale lead reactivation, after-hours capture.

2 days
I6. After-hours auto-response

Automated text-back within 60 seconds of after-hours lead. Captures intent, schedules callback.

1 day
Opt-out handling (TCPA compliance)

Respect unsubscribe requests. Compliance with TCPA for SMS.

1 day
Sequence performance dashboard

Track: sequences sent, response rates, leads recovered, revenue attributed to automation.

2 days
M11. Email/SMS Nurture Campaigns

Drip sequences for unconverted leads, past client reactivation, referral source stay-in-touch. Extends the sequence builder with marketing-specific templates and triggers.

2 days

Firm Involvement

Firm approves every sequence template, message, and timing rule before activation. Each firm may want different messaging and cadence. Start with one sequence on one firm, measure results over 2 weeks, then expand. TCPA compliance requires opt-out handling on all SMS.

▶

AI Chat Widget

5 deliverables

P3 — AI Chat Widget

AI-powered chat on every page of the firm's website. The first owned module that lives on the client-facing site. Activates the placeholder embedded during the Phase 1 website replatform.

Chat widget (React island)

Embedded on Astro sites. Opens as bottom-right overlay. Firm-branded.

2 days
AI conversation engine

Claude-powered: understands practice areas, qualifies leads, answers basic questions, collects contact info. Firm-specific knowledge base.

3 days
Lead routing

Qualified lead creates in Salesforce + Slack notification to intake team (business hours) or auto-text-back + schedule callback (after hours).

2 days
Conversation logging

Every chat interaction stored in the warehouse. Scored for lead quality.

1 day
Chat metrics dashboard

Conversations started, leads captured, conversion rate, top questions asked.

1 day

Firm Involvement

Review the AI's knowledge base (practice areas, FAQs, office hours, consultation process). Test the chat with real scenarios. Decide who gets the Slack notifications when a qualified lead comes in.

▶

Additional Reporting

5 deliverables

P3 — Additional Reporting

Financial and operational dashboards that require deeper CRM integration and write access. These reports surface profitability, AR health, and client lifetime value that the firm has never had visibility into.

R2. Financial Dashboard

Revenue by practice area, AR aging, collections rate, average fee, monthly/quarterly trends. Requires billing system access that is easier to get once you are established.

2 days
R6. Compensation & Profitability Modeling

What each seat costs fully loaded, what each practice area nets, where the margin is. Informs hiring decisions.

2 days
R10. Retainer & AR Decay Monitor

Trust account balances, payment plan compliance, AR aging. Flags accounts going sideways. Identifies payment plan patterns tied to default rates.

2 days
R11. Practice Area Profitability Ranker

True profitability by practice area after all costs (attorney time, staff time, marketing cost-per-sign, case cycle, overhead allocation). Models impact of shifting marketing spend between practice areas. Reshapes firm strategy.

2 days
R12. Client Lifecycle Revenue Mapper

Tracks clients across full relationship. Repeat engagement, cross-sell, referral generation. Lifetime value by acquisition source.

2 days

Firm Involvement

Firm provides access to billing, AR, and payment plan data. Reviews financial dashboards for accuracy against their accounting system. Defines profitability assumptions and overhead allocation methods.

Phase 4 Year 2+ Scale

Ops (Bespoke)

Scale

Ops is earned, not pitched. By year two, the platform understands the firm's business at a data level that no one else does. Ops conversations happen organically because we are the ones who see the inefficiencies in the data. Every firm's operational workflows are different enough that productizing ops would sacrifice the customization that makes it valuable.

Gate

The platform understands the firm's business at a data level that no one else does. Ops conversations happen organically because we are the ones who see the inefficiencies in the data.

▶

Bespoke Operational Engagements

2 deliverables

P4 — Bespoke Ops

Ops engagements are scoped individually per firm. Examples: client communication portal, case management automation, document workflow redesign, hiring trigger modeling, staff onboarding systems, collections workflow optimization, Salesforce buildout and integration. Each engagement is custom-scoped based on the operational inefficiencies surfaced by 12+ months of platform data. Ops is the highest-margin work and the deepest lock-in.

Ops engagement scoping & discovery

Custom scoping based on operational inefficiencies identified by platform data. Joint discovery with firm leadership to define workflow requirements, success metrics, and rollout plan.

Varies per engagement
Custom workflow implementation

Build and deploy custom operational workflows. Examples include client communication portals, case management automation, document workflows, hiring triggers, collections optimization, and deep Salesforce buildouts.

Varies per engagement

Firm Involvement

Firm provides full operational access for scoped engagements. Joint discovery sessions to define workflow requirements. Ongoing collaboration during implementation with the operational team.