Why this matters
A practice-area page that has not changed in years stops showing up when people search for the service. Rewriting it from scratch takes attorney review time that a small firm does not have.
Frase scores the page you already have against the pages that rank, suggests the keyword clients search, and lists the questions they ask. Our made-up 2019 estate planning page went from 16 to 43 in one sitting. Frase also approved every claim without a source and wrote a line no lawyer would sign off on, so this lesson builds in those checks.
Practice
Do every step yourself in a practice copy of the real tool. It checks your work, and “Do it for me” finishes any step you get stuck on.
What you’ll build
You run marketing at a regional law firm. You paste the old estate planning page into Frase, set the keyword, reject a claim the firm cannot back, turn plain text into headings, add a client FAQ answer, and fix what a partner would flag before anything is published.
The screens are real screenshots from a Frase trial account, captured November 2026. The firm and its page are made up, and we published nothing.
What you need
- Nothing to start the practiceThe lesson is a practice copy of the real Frase screens.
- A Frase account, to do it for realFrase lists a free trial. On our trial, Analyze Content used 1 of the remaining articles, and the fixes after it used none. Check the current plans.
- One page that needs a refreshCopy its text, or use the live URL. Pick a page that matters for new clients, such as a practice area or service page.
Concepts
Approved does not mean verified
Frase found four claims in the page, such as over 20 years and full-service law firm, and marked every one Approved, with no source on file. It approved them because the page said them.
Reject what is not true and have a partner confirm the rest. On a law firm site, an unsupported claim is a professional problem, not just an SEO one.
Read every staged rewrite
Apply and Draft answer show the old text in red and the new text in green, and nothing changes until you click Accept. The drafted FAQ answer was useful, but it said only a licensed attorney can draft legally binding documents, which is not true.
Ask AI would not fix three spots across the page from one message. It asked us to highlight the section first. After we did, it staged all three fixes.
Skip junk research, keep real questions
Topics to cover came from other firms’ page titles, such as Top Rated Denver, CO Estate Planning Lawyers. Questions to answer mixed a real client question with What is the wealthiest type of lawyer?
Use what your clients actually ask. The checklist also counted Updated 2019 as a fact, so read what each tick is based on.
Do it for real
Now repeat it in your own account. Tick each step as you go.
Quick check
3 questions to check you’ve got it.
1. Frase marks every claim from your page as Approved, with no source on file. What does that tell you?
- Nobody has checked them yet
- Frase verified them online
- They are safe to publish
Show the answer
Nobody has checked them yet. They are approved because your page said them. Reject what is not true and confirm the rest with a partner.
2. Ask AI says to highlight the section you want changed. What should you do?
- Select the paragraph in the editor, then ask again
- Rewrite the whole page with Rewrite
- Give up and edit by hand
Show the answer
Select the paragraph in the editor, then ask again. With the paragraph selected, Ask AI staged the fix, plus the two from the earlier message, for you to review.
3. The pages that rank average about 2,000 words and yours has 368. What is the best next step?
- Answer the next real client question
- Pad the page to 2,000 words
- Accept every suggested topic
Show the answer
Answer the next real client question. Length follows usefulness. Padding, or covering other firms’ city names, makes the page worse for clients.