Full text of the 28-slide pitch deck, in order. Prepared by Position Strategy Group for Annie Seifullah and Aurore DeCarlo of Incendii Law. Confidential. Text only: charts and grids are written out, and the return calculator on slide 24 shows its prefilled values.
Confidential · October 2026
Prepared for
Annie Seifullah, Esq. & Aurore DeCarlo, Esq. Founding Partners, Incendii Law PLLC
Prepared by
Josh Paul Popkin, MBA Position Strategy Group, LLC
Executive summary
01 · Opportunity
Clients research before they call
Incendii is adding a partner and an office while high-value clients increasingly research lawyers across AI, Google, social and the press before they make contact. No single system owns that path today.
02 · Recommendation
Foundation, then 12 months of growth
Rebuild the website so search engines and AI can read it, then run a 12-month program across AI answers, search, content, social and the press, measured from first mention to signed client.
03 · Target
2 signed clients a year
About $360,000 in potential gross fees in year one, plus measurable growth in qualified inquiries. Targets, not guarantees. Investment follows the plan.
Contents
| # | Section | Covers | Slide |
|---|---|---|---|
| 01 | Why now | The firm is changing, and so is how clients find lawyers. | 4 |
| 02 | Mission | Make Incendii the answer, and the two KPIs. | 7 |
| 03 | Methodology | Funnel, channels, tracking, baseline and prompt set. | 9 |
| 04 | Content | First-party, security, third-party and the press goal. | 15 |
| 05 | Timeline | Monthly cadence and the 12-month plan. | 19 |
| 06 | Investment | KPI targets, the two projects and the return. | 21 |
Why now · 01 The firm is changing
Incendii's Inflection Point.
Incendii is approaching an inflection point. Our partnership establishes, systemizes and optimizes for the firm to take on more clients that fit the firm's growth strategy.
01
New partner
More capacity to take on cases, be a bigger force in the industry and have more expertise.
02
New location
A second office gives the firm a larger presence and another local signal for search and AI.
03
New clients
A growing caseload. Tracking starts now, so every new inquiry can be traced to where it came from.
The baseline is set before these changes land, so year-one growth shows up clearly against last year.
Why now · 02 The client journey is changing
| Where AI users start researching a purchase | AI chatbot | |
|---|---|---|
| 2024 | 43% | 25% |
| 2026 | 24% | 46% |
L.E.K. Consulting, Apr 2026, survey of 2,650 US consumers who use AI
1.2 billion
People use ChatGPT every week. OpenAI, DevDay, Sept 2026
2 billion
Monthly users of Google’s AI Overviews, according to Google. Alphabet Q2 2025 earnings call, July 2025; global
77%
Nearly 77% of consumers surveyed say AI helps them make faster decisions. UVA Darden, citing consumer research, June 2025
The shortlist forms before the website visit. Among consumers already using AI to shop, AI now leads Google as the first research stop.
Why now · 03 Where Incendii stands today
| Finding | What it means |
|---|---|
| Built on Squarespace | A template platform with limited control over structured data, speed and AI crawler settings. |
| No page descriptions | Home, About and Practice have no meta description, so Google and AI write their own summary. |
| Generic structured data only | The site tells machines it is “a website,” not a law firm. No LegalService, Attorney or FAQ markup. |
| One page for every practice area | No dedicated page per practice area for AI or Google to match to a specific question. |
| 3 articles published | The newsletter holds three posts, so there is little for AI to quote or cite. |
| No llms.txt, no click-to-call | No guide file for AI agents, and no tap-to-call link on the home page. |
Checked on incendiilaw.com, October 28, 2026. Not yet measured: how often ChatGPT, Gemini and Google name Incendii, and which firms they name instead. That baseline is the first deliverable, in month one.
Mission
01
Increase Visibility
From AI answers, social media, Google, third party press and attorney referral network.
02
Increase Traffic
From humans and AI chatbots - tracked, systemized and optimized.
03
Increase Leads
From people who need help and are qualified for Incendii to take on as clients.
This plan covers the methodology, timeline and strategy to hit the desired KPIs.
KEY PERFORMANCE INDICATORS
01
Qualified inquiries
Potential clients that have engaged with our marketing, taken action and are qualified to be brought on as a client.
Qualified inquiries — People who contact the firm about a matter that fits its practice areas
Signed clients — Qualified inquiries that become signed cases
Compared with the same months last year — So seasonality can’t flatter the numbers
02
Brand visibility
When specific prompts and queries are typed into AI chatbots, social media and the internet, Incendii shows up high in the ranks and with a positive sentiment.
AI answers — ChatGPT, Google AI Overviews, Gemini, Perplexity, Copilot, Claude
Search and press — Google, Bing, Brave, client reviews, news outlets, podcasts, legal media
Social video — LinkedIn, TikTok, Instagram, YouTube Shorts
Methodology · The funnel
Top of funnel Awareness
Middle Interest
Bottom Conversion
Visibility Sentiment Ranking Social media views Website traffic Qualified inquiries Signed clients
Share of AI answers that name the firm
Tone of what AI, press and reviews say
Position when named; Google rank
Views across TikTok, IG, LinkedIn, YouTube
Human visits, AI referrals split out
Qualified inquiries: potential clients who contact the firm about a matter that fits
Signed clients: qualified inquiries that become signed cases
Methodology · Channels
| Channel | Visibility | Sentiment | Ranking | Social views | Website traffic | Inquiries | Signed |
|---|---|---|---|---|---|---|---|
| AEO Answer Engine Optimization. Get named and cited when people ask ChatGPT, Gemini or Perplexity for a lawyer. | yes | yes | yes | no effect | yes | yes | yes |
| SEO Search Engine Optimization. Rank on Google, Bing, Brave and all major search engine browsers. | yes | yes | yes | no effect | yes | yes | yes |
| Social media Short video cut from one monthly filming session, posted 20+ times a month. | yes | yes | yes | yes | yes | yes | yes |
| Public relations Press, podcasts and speaking: outside proof that AI models and other lawyers trust. | yes | yes | yes | yes | yes | yes | yes |
Legend: “yes” = the channel moves that metric. “no effect” = little direct effect. Columns run from top of funnel (left) to bottom of funnel (right).
Methodology · Tracking
01
AEO
Where Incendii and Annie show up in ChatGPT, Gemini, Perplexity, Copilot and Google AI Overviews. 30–60 prompts, run every week.
02
Social media
Views, watch time, shares and saves, per post and per platform.
03
Website traffic
Who visits the site and where they came from. People and AI agents are tracked separately.
04
Inquiries + signed
Qualified inquiries and signed clients. Counted, never named.
Victoria
PSG’s custom reporting agent made for Incendii. A 24/7 agent that communicates on email and will provide statistics, insights and all key information regarding the growth marketing plan.
Methodology · Attribution
People
Human visitors
GA4 · gtag.js custom “AI Assistants” channel group — Referrals from chatgpt.com, perplexity.ai, gemini.google.com, copilot.microsoft.com
UTM source / medium / campaign on every link — Each social post, press piece and podcast gets its own tagged link
GSC Bing WMT CF Web Analytics search + cookieless counts
Intake hidden source fields + “How did you hear about us?”
Machines
AI agents and crawlers
Cloudflare AI Crawl Control every verified bot hit, by page
Training crawlers — GPTBot · ClaudeBot · Google-Extended · Applebot-Extended · CCBot
Search indexers — OAI-SearchBot · PerplexityBot · Googlebot · Bingbot
Live user agents — ChatGPT-User · Claude-User · Perplexity-User: a person asked an AI, and it opened our page
Attribution chain: AI bot reads a page (Workers + Logpush) → an AI answer cites it → a person clicks or calls → intake records the source
Methodology · Baseline
| Metric | Source | Baseline | Compared against |
|---|---|---|---|
| Qualified inquiries | Firm intake records (counts only) | | Same months, last year | |
| Website visits | GA4 + Cloudflare Web Analytics | | Baseline month | |
| AI referral visits | GA4 “AI Assistants” channel | | Baseline month | |
| AI visibility | 30–60 prompts × 5 AI engines | | Baseline month | |
| Average AI ranking | Same prompt set | | Baseline month | |
| Sentiment | AI answers, press, reviews | | Baseline month | |
| Social views | TikTok, Instagram, LinkedIn, YouTube | | Baseline month | |
| AEO technical score | PSG 45-point check | | 100 / 100 by month 2 |
Recorded in the first 30 days. Leads are compared with the same period last year, so the year-one result is lift over what the firm already gets.
Methodology · Prompt set
Commercial intent · ~40%
Looking to hire
“Best lawyer for revenge porn cases in New York”
“Brooklyn attorney for online harassment”
“Lawyer for a teacher fired after a public scandal”
Informational intent · ~40%
Trying to understand
“Can I sue someone for sharing my intimate images in New York?”
“What do I do if I’m being shamed online?”
“Can I be sued for defamation for reporting harassment?”
Competitor intent · ~20%
Comparing firms
“[Competitor firm] vs. Incendii Law”
“Alternatives to [competitor firm] for sextortion cases”
“Top privacy law firms in NYC”
How PSG picks them: internal agents test hundreds of candidate prompts and keep the ones with real search demand, answers that shift day to day (so they can be won), and a clear intent. Examples are illustrative; the final set is chosen from the data. Recommended: 30–60 prompts.
Content · First-party
Website
New incendiilaw.com, built for AEO
45-point technical check → 100/100
Schema: LegalService, Attorney, FAQPage
Practice pages that answer real questions
llms.txt, sitemaps, IndexNow pings
Secured on Cloudflare (next slide)
Articles
Truth document: facts AI should get right
Voice harness: writes like Annie
Voice notes → article
Video → article
Formatted for AI agents to read and cite
8+ articles a month
Social media
One filming session a month
Video clipper: one session → 20+ clips
Captions and transcripts on every clip
TikTok, Instagram, LinkedIn, YouTube Shorts
Performance read monthly, next shoot adjusted
20+ posts a month
Content · Website security
01 · Hosting
Static site on Cloudflare Pages
No WordPress, no database, no plugins. Nothing on the server for an attacker to break into.
02 · Edge
WAF and DDoS protection
Cloudflare’s managed rulesets and rate limiting stop attacks before they reach the site.
03 · Transport
TLS 1.3, HSTS, DNSSEC
Every connection is encrypted, and the domain can’t be spoofed or hijacked at the DNS level.
04 · Intake form
Turnstile, not CAPTCHA
Blocks spam bots without a puzzle and without tracking the person filling it in.
05 · Data
Nothing stored on the site
Form submissions go through an encrypted Cloudflare Worker straight to the firm. PSG never sees the contents.
06 · Privacy
No ad pixels on intake pages
Strict Content-Security-Policy headers. Zero Trust Access login on the dashboard.
Content · Third-party
AI models often weigh what other sites say about a firm more heavily than what the firm says about itself.
01
Press
Expert-source requests (Qwoted, Featured, Source of Sources) answered daily. Direct pitches to reporters on the beat.
02
Podcasts
Guest bookings on survivor, legal, tech-abuse and women’s-interest shows. Each episode becomes clips and an article.
03
Speaking
CLE panels and bar associations first, then conferences, then keynote stages.
04
Reviews + directories
Google Business Profile, Avvo, Justia, Super Lawyers. Reviews requested within NY attorney advertising rules.
5+ targeted pitches every month. PSG pitches on Annie’s behalf and confirms with her before anything is accepted.
Strategy · Press and podcast ladder
Starting point
City & State Law Power 100 · NYLJ Innovation Award finalist · ABA Commission on Domestic & Sexual Violence · Scarlet Hashtag
Stage 1
Legal + local
Law.com, NY Law Journal, Above the Law, Brooklyn outlets, bar association panels.
Stage 2
Niche podcasts + newsletters
Survivor advocacy, tech abuse, employment law, women’s careers.
Stage 3
National press
The Cut, Glamour, Refinery29, Slate, NPR segments. TEDx and conference stages.
The goal
Marquee
Reclaiming with Monica Lewinsky, The Mel Robbins Podcast, and keynotes at major events.
Strategy · Operating rhythm
Monthly · 60 min
Strategy review
What moved, what didn’t, and next month’s plan. Numbers first.
Weekly · optional
Check-in
30 minutes, if Annie or the firm wants it. Press approvals and quick decisions.
Monthly · half day
Filming session
At least once a month. Becomes 20+ social posts and several articles.
As needed · 48 hrs
Approvals
Every article and every press opportunity is confirmed with Annie first.
Week 1
Filming session Strategy review Monthly report delivered
Week 2
Clips posting daily Articles 1–4 published Press pitches out
Week 3
Clips posting daily Articles 5–8 published Podcast bookings
Week 4
Prompt set re-scored Lead counts updated Next shoot planned
Governance: Incendii keeps final approval over legal claims, attorney advertising, case references and public statements. PSG publishes no legal content without attorney approval.
Timeline · 12 months
Foundation
Momentum
Scale
| Full AEO report on Incendii + Annie, action plan | M1 |
|---|---|
| 30–60 prompts chosen, tracking + baseline live | M1 |
| New AEO website, 45-point check → 100/100 | M1–M2 |
| Voice harness: voice notes + video → articles | M1–M2 |
| Filming 1× a month, 20+ posts a month | M2–M12 |
| 8+ first-party articles a month | M3–M12 |
| 5+ high-intent press pitches a month | M3–M12 |
| Monthly strategy review + report | M1–M12 |
Milestones
M2: Site live, 100/100
M3: First lift in AI visibility
M4: First qualified inquiries
M6: Mid-year review
M12: Target: 2 signed clients
Planning targets
Qualified inquiries a month · 20 a year: M4 1, M5 1, M6 2, M7 2, M8 2, M9 3, M10 3, M11 3, M12 3 (none in other months)
Signed clients · ~10% of inquiries: M11 1, M12 1 (none in other months)
Planning targets, not forecasts: 20 inquiries × 10% = 2 signed clients, landing in M11–M12.
KPIs · Year-one targets
| KPI | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| OUTPUTS · CUMULATIVE · PSG COMMITS TO THESE | |||
| AEO technical score (45-point check) | 100 / 100 | 100 / 100 | 100 / 100 |
| First-party articles published | 8 | 32 | 80+ |
| Social posts published | 40 | 100 | 220+ |
| High-intent press + podcast pitches | 5 | 20 | 50+ |
| OUTCOMES · TARGETS, NOT GUARANTEES | |||
| AI visibility vs. baseline | Measurable lift | 1.5× | 2× |
| Press + podcast placements earned | 1 | 3–4 | 6–8 |
| Qualified inquiries per month | — | 2 | 3 |
| Signed clients (cumulative) | — | — | 2 (target) |
Investment · Project one
Project one · Website
$8,000
One-time fee
Pages
5
Live by
End of month 2
AEO technical score
100 / 100
What’s included
Five pages, rebuilt A focused rebuild of incendiilaw.com around the cases Incendii wants.
AEO-optimized Schema and page structure that ChatGPT, Gemini and Google can read and quote.
45-point technical check Every item on PSG’s AEO check fixed, to a score of 100/100.
Connected to PSG’s voice harness Annie’s voice notes and video, turned into articles.
Clearer calls to action A clear next step on every page: call or request a consultation.
Copy cleaned up for AEO Plain answers to the questions clients ask before they hire.
Mobile-optimized Built for phones first, and fast to load.
Security and tracking Cloudflare security, plus call and form tracking that feeds the dashboard.
Investment · Project two
Project two · AEO growth retainer
$7,000
Per month, flat fee for 12 months
Year one
$84,000
Channels
AEO, SEO, social, PR
Target
2 signed clients a year
What’s included, every month
AEO Daily tracking of how ChatGPT, Gemini, Perplexity and Google AI answer the firm’s prompt set.
SEO Rankings on Google and Bing for the firm’s practice areas.
Articles, 8+ a month Written to be cited by AI, approved by Annie before they go live.
Monthly filming session Half a day with Annie, cut into 20+ social posts.
Press and podcasts 5+ pitches a month, building toward tier-one coverage.
Live dashboard Visibility, traffic, inquiries and signed clients in one view.
Monthly strategy review 60 minutes, numbers first. A weekly check-in if wanted.
Approvals in 48 hours Nothing goes out without Annie’s sign-off.
Investment · PROJECTED RETURN
The firm’s numbers · edit live
Average case value — Typical settlement or award
$600,000
Firm’s fee — Contingency percentage
30%
Fee per case — Case value × fee
$180,000
Target: signed clients this year — Qualified inquiries that sign
2
Website — One-time fee
$8,000
Monthly retainer — Flat fee, 12 months
$7,000
Year-one investment — Website + 12 months · 26% of target fees
$92,000
At target · 2 signed clients
3.9×
gross fees ÷ the year’s investment
Potential gross fees
$360,000
Year-one investment
−$92,000
Fees less investment
+$268,000
| Signed clients | Gross fees | Fees less investment | Multiple |
|---|---|---|---|
| 5 | $900,000 | +$808,000 | 9.8× |
| 2 · target | $360,000 | +$268,000 | 3.9× |
| 1 | $180,000 | +$88,000 | 2.0× |
Break-even at 0.51 of one case. A 10× return needs 5.1 signed clients.
RISK MITIGATION · One case
| Line | Amount |
|---|---|
| Fee from one signed case ($600,000 average settlement × 30%) | $180,000 |
| Year one with PSG ($8,000 website + 12 × $7,000) | −$92,000 |
| Gross fee left after the year’s investment | $88,000 |
| Year-one target: 2 signed clients (3.9× the year-one investment) | $360,000 |
Sized for a 30-case practice
Hundreds of cold leads would swamp intake. The aim is a few high-value clients who arrive already sold on Annie.
One case you would have lost
Break-even needs one extra case a year that would otherwise have gone to a competitor.
An asset that keeps working
The site, articles and AI citations stay after year one and keep bringing in cases.
Illustrative only: gross fees before firm costs, and fees may arrive after year one. PSG takes no share of legal fees.
Investment · Year one
| Item | Includes | Fee |
|---|---|---|
| Project one · Website One-time | 5-page AEO website, 100/100 on the 45-point check, live by the end of month 2 | $8,000 |
| Project two · Retainer Monthly, 12 months | AEO, SEO, social and PR, run every month for 12 months | $7,000 / month |
| Year-one total | $8,000 + 12 × $7,000 | $92,000 |
| Return at target | 2 signed clients × $180,000 in fees · 3.9× the year-one investment | $360,000 |
Performance incentive
Optional, at Incendii’s discretion, tied to metrics agreed up front: AI visibility, placements, inquiry volume. Never a share of legal fees.
Outside costs
Paid directories, placements or ad spend only with your approval, billed at cost.
Summary · Year one
Target, not a guarantee.
What Incendii gets
2
Signed clients
Year-one target
20
Qualified inquiries
In year one
2×
AI visibility
Against the baseline, by month 12
6–8
Press and podcasts
Placements earned in year one
80+
Articles
First-party, approved by Annie
220+
Social posts
From one filming session a month
100/100
New website
5 pages, AEO technical score
M2
Voice harness
Live with the website by month 2
What Incendii invests
$7,000
Per month, plus a one-time website
Website, one-time
$8,000
Year-one total
$92,000
Return at target
3.9× · +$268,000
Close
[Closing slide, no text: Incendii logo on a dark background with an animated flame.]