What does a law firm website look like when it’s built to answer questions instead of just asking for the call? Matthew Fornaro, a business law attorney in Coral Springs, Florida, described his on the Unscripted Small Business Podcast with host Abbey Crane, and it’s a useful model for any professional-services site you’re trying to get found.
When Abbey asked where people can find him, he didn’t just give a URL. He described a library:
“I have lots of videos on there on how to do things and like instructive videos. Then I have blogs on there, have white papers on there. So it’s a pretty good resource if you’re a business owner or you’re in business because I’ve answered a lot of questions that you may have just by posting all that stuff and then if you have more questions just contact me.”
That last line is the whole strategy. Answer first, then invite the conversation.
Your questions list is already written, you just haven’t published it
Listen to the episode and count the questions Abbey asks that a prospective client would also type into a search bar. What contracts does a new business need? What’s the difference between an LLC and an S corporation? Can I switch structures later? Can I hire a lawyer from another state? When should I bring an attorney in, and how much should I budget? Every one of those is a page.
Here’s the thing most firms miss: you don’t have to guess at those questions. You hear them every week on intake calls. Write them down for a month, then check which ones people search for in Search Console or a keyword tool like OpenSEO, and you’ll have a content plan built from real demand instead of a template. Matthew’s site does this with dedicated pages for business formation and a running set of articles on topics like personal guarantees and compliance checklists.
Write for the state you’re actually licensed in
One answer from the episode matters more for search than it first sounds. Asked whether you can hire a lawyer from any state, Matthew said you can, but he refers out anything beyond Florida and D.C.:
“I don’t try to pretend I know what to do in New York or I know what to do for Delaware or something like that.”
That’s good ethics, and it’s also good local SEO. A page that tries to answer “how do I form an LLC” for all 50 states competes with every national formation service. A page that answers it for Florida, names the Secretary of State filing and mentions that Broward County also wants a tax certificate, answers a narrower question better than anybody else can. Matthew brought up that county registration detail on the show, and it’s exactly the kind of local specific a national site won’t carry.
AI can draft the page, but you still own every word on it
Matthew’s warning about AI was aimed at lawyers, and it applies just as much to anyone publishing content with it:
“It’s a tool to enhance your productivity or to enhance your work product or to enhance your efficiency. It’s not a replacement for due diligence and actual work.”
He described attorneys who paste AI output into filings and end up citing cases that don’t exist. A firm website is lower stakes than a court filing, but the failure is the same one. If an AI-drafted article cites a statute that changed, or a deadline that’s wrong for your state, it’s your name on it. Use AI to get the first draft down. Then have the person whose license is on the line read every claim before it goes live.
What to steal from this for your own site
- Turn your intake questions into pages, one question per page, answered in the first paragraph.
- Mix formats the way Matthew does: short how-to videos, articles and downloadable guides like his Florida founders blueprint.
- Be specific about jurisdiction. The narrower the answer, the fewer sites can compete with it.
- Close every answer with the same invitation he used: if you have more questions, contact me.
The full conversation, including Matthew’s walkthrough of business structures and the contracts every business needs, is in the Unscripted Small Business episode recap. If you’re building out a content plan from podcast conversations, the one episode, twelve link assets SOP shows how we break an interview into pages.
Matthew Fornaro’s comments in this article are general information and are not legal advice.