Purplepatch does marketing for legal software vendors — positioning, content and demand generation for companies selling into law firms and legal departments, where the objection is rarely price.
The Constraint
A law firm’s cost of adoption is not the license fee. It is the hours a fee earner spends learning the system instead of billing, and those hours are visible on a report that somebody has to explain. A product that saves money and costs time is a harder sell than one that costs money and saves time.
Firms also buy conservatively, and for a defensible reason. New software touches privileged material, retention obligations and client confidentiality. Risk is assessed before efficiency is even considered, and a page that leads with productivity gains is answering the second question first.
The trigger, when it comes, is usually a failure rather than an ambition — a missed deadline, a document that could not be found, an audit that went badly. Content written for aspiration misses that moment entirely.
What We Do
Content that addresses risk, privilege and retention before it addresses efficiency.
Material for a buying group where the partner, the administrator and the paralegal want three different things.
Separate messaging for litigation and transactional practices, which buy on different grounds.
Answer engine optimization for questions firms research quietly before contacting anyone.
How We Work
We start by finding out where you stand. We take the questions your buyers ask and check how AI engines such as ChatGPT, Google AI Overviews and Perplexity answer them: whether your site is cited, whether your company is named, and which companies appear instead. That tells us where to begin.
From there we publish on a regular schedule, with each article built around one question a buyer asks. Every article goes through a checklist before it is published, and every statistic links to its source. We track how often your content appears in AI answers and report on it.
Because the switching cost is billable time, and the risk is professional. The change usually waits for a failure that makes standing still more expensive than moving.
Rarely the person who uses it most. A partner signs, an administrator evaluates, and a paralegal lives with the outcome — and each of them reads the same page for a different thing.
Yes, and the distinction is worth writing for. Litigation buys around deadlines and volume; transactional buys around accuracy and version control. One page addressed to both usually persuades neither.
Usually not. Training time, disruption during a live matter, and whether the firm’s existing files survive migration all rank ahead of license cost in most conversations.
By whether AI engines cite your pages or name your company when your buyers ask questions. We still look at search rankings and traffic, but they don’t show whether an answer engine used your content.
Thirty questions your buyers actually ask, run across five answer engines. One report, before we propose anything.
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