Start a conversation
CaseLoad Select Tools

Diagnose the systembefore you changethe marketing

Six practical tools help law firms define their position, assess how they are found,direct demand toward the work they want more of,and see how incoming inquiries can be structured before the first callback.

Explore the tools Understand the ACTS Method
Choose by current problem

Start with the problem you can see.

CaseLoad Select publishes six free tools for small Ontario law firms: the Firm Voice Builder, the Law Firm Web Design Grader, the SEO/AEO Check, the Paid Search Readiness Worksheet, the Desired Client and Matter Definition, and the CaseLoad Screen demo. Each one demonstrates one part of the ACTS Method, the model built so a lawyer selects and signs better cases.

Each tool produces something the firm keeps: a definition, a score, or a working example. The tools published today are free, and most ask for nothing beyond the answers you type.

Define

When the firm needs to state a strategic decision clearly.

“I am not sure our marketing sounds like one firm.”

ALiveThe Firm Voice Builder

“We have not clearly defined the clients and matters we want more of.”

SLiveDesired Client and Matter Definition

“We are about to spend on Google Ads or Local Services Ads and have not written down what we are aiming at.”

TLivePaid Search Readiness Worksheet
Assess

When the firm needs to understand how an existing asset performs.

“Our website exists, but I do not know whether it helps the right clients choose us.”

CIn buildLaw Firm Web Design Grader

“I do not know whether search engines and AI answer systems understand our firm.”

CLiveSEO/AEO Check
Experience

When the firm needs to see how part of the model works.

“We receive inquiries, but the context is inconsistent and prioritization happens too late.”

SLiveThe CaseLoad Screen

Each problem has one tool. Find it in the directory below.

Authority

Define how the firm should be recognized.

Tool 1 · AuthorityLive

The Firm Voice Builder

Clarify how the firm should sound, what it should stand for, and how its expertise should be expressed consistently.

When to use it

Use this when the firm's website, content, advertising, and client communications do not sound like one recognizable organization.

You provide

Answers to an interview: about 25 questions, about 25 minutes, entirely in conversation. Nothing to paste, nothing to upload. Every answer you type is itself a writing sample.

You receive

A Firm Voice Profile: a document you paste into any AI so its drafts sound like you wrote them, with the Law Society's advertising rules and an AI-vocabulary blocklist built in.

Interactive · about 25 minutes · profile on screen at the end

Explore Authority
The Firm Voice BuilderLive · free · about 25 minutes
Capture

Assess whether the right clients can find and understand the firm.

Tool 2 · CaptureIn build

Law Firm Web Design Grader

Assess whether the firm's website communicates positioning, credibility, services, relevance, and a clear path to inquiry.

When to use it

Use this when the website exists but the firm is uncertain whether it helps the right clients understand and choose the practice.

You provide

The Grader is in build. When it ships, it scores a law firm website against the conversion architecture on the Capture page: structure, contact paths, credibility signals.

You receive

The scoring architecture is public already. It is the same architecture Capture runs for client firms, described section by section on the Capture page.

In build · the Capture page carries the architecture today

Read the grading architecture Explore Capture
Tool 3 · CaptureLive

SEO/AEO Check

Assess whether the firm is positioned to appear in traditional search and answer-oriented discovery environments.

When to use it

Use this when the firm is uncertain whether search engines and AI-supported answer systems can understand, surface, and represent the practice accurately.

You provide

The firm's website address. The check runs a mini-crawl of the site's pages. No account, no email address.

You receive

A scored report on screen, checked across a wide range of signals, with separate grades for SEO health, AI search readiness, and content policy.

Instant, on screen · free · no account

Explore Capture
SEO/AEO CheckLive · free · no account
Target

Define the clients, matters, and demand the firm wants.

Tool 4 · TargetLive

Paid Search Readiness Worksheet

Decide what a firm needs to define before it funds Google Ads or Local Services Ads.

When to use it

Use this before the first dollar goes to a platform, or any time paid spend is being considered without a written definition behind it.

You provide

Eight decisions a small Ontario firm settles before it funds paid search. About ten minutes, one question per screen, nothing to prepare.

You receive

A written Paid Search Decision Brief. Print it or save it. No account and no contact details, and your answers stay in this browser.

Instant, in the browser · entries stay in the browser until you clear them

Explore Target
Paid Search Readiness WorksheetLive · no account · stays in your browser
Screen

Define the work the firm wants, then see how inquiries are structured against it.

Tool 5 · ScreenLive

Desired Client and Matter Definition

Define the clients, matters, signals, and commercial characteristics the firm wants more of. The Screen applies this definition to every inquiry it touches.

When to use it

Use this before paid media, content planning, intake scoring, or major positioning decisions.

You provide

Guided choices about the practice, the clients, and the matters, in your own words. About fifteen minutes. No email address, and no client names or confidential details.

You receive

A written brief you own: print it, save it as a PDF, or download the text, and hand it to anyone marketing your firm. It is a working definition you can change as the practice changes.

Instant, in the browser · entries stay in the browser until you clear them

Explore Screen
Desired Client and Matter DefinitionLive · no email · stays in your browser
Tool 6 · ScreenLive

The CaseLoad Screen

See how an unstructured inquiry becomes a structured brief with context, likely work, and a priority band.

When to use it

Use this when the firm wants to understand how inquiry screening can improve the first callback without removing lawyer control.

You provide

One of three calibrated sample matters, or a situation of your own, then answers to five short questions. An email address if you want the report as a PDF.

You receive

The same Screen report your firm would receive if that prospect landed in its intake queue: the structured brief on screen, and a branded PDF marked as a demonstration.

Interactive · about five minutes · report on screen, PDF by email

Explore Screen
The CaseLoad ScreenLive · about five minutes
How the tools fit together

The tools are useful alone. Together, they reveal the operating system.

Authority

Define how the firm should be recognized.

The Firm Voice Builder feeds Authority.

Capture

Assess whether prospects can find and understand it.

The Web Design Grader and the SEO/AEO Check diagnose Capture.

Target

Define which clients, matters, and demand the firm wants.

The Desired Client and Matter Definition establishes Target.

Screen

Apply that definition when inquiries arrive.

The CaseLoad Screen applies it at inquiry stage.

Use the tool that matches the immediate problem. The complete ACTS Method connects the findings when a firm is ready to build the system as a whole. The ACTS Method page explains the model in full.

What happens after a result

A result should clarify the next decision.

1Use the result.

The firm receives the immediate value promised by the tool.

2Interpret the implication.

The result should help the firm understand what is clear, what is weak, and what requires a more structural response.

3Decide what happens next.

The firm can act independently, continue exploring ACTS, or start a conversation with CaseLoad Select.

The tools are useful on their own. A CaseLoad Select conversation becomes relevant when the finding points to a system problem.

Start a conversation Explore the ACTS Method
Questions about the tools

Clear answers before you use a tool.

Yes. The tools published today are free to use. The SEO/AEO Check runs without an account, the definition worksheet never asks for an email address, and the Screen demo and the Firm Voice Builder interview cost nothing.

No. Each tool stands on its own, and the result is yours whether or not the firm ever works with us. The engagement exists for firms that want the full system defined, built, and run on their behalf.

It depends on the tool. The SEO/AEO Check needs the firm's website address. The worksheet asks for guided choices about the work you want. The Firm Voice Builder asks interview questions you answer in your own words. The Screen demo asks you to pick a sample matter and answer five short questions, with an email address only if you want the report as a PDF.

The worksheets run in your browser, and your answers are not stored on our servers. The SEO/AEO Check reads the public pages of the site you submit. The Screen demo uses your email address to deliver the sample report. The Privacy Policy covers the details.

The tools available today do. The SEO/AEO Check scores the site on screen, the worksheet assembles your brief as you finish, and the Screen demo produces its report on screen and sends the PDF by email. The Firm Voice Builder produces the profile at the end of the interview.

Yes. Each tool answers a different question, and most firms start with the one that matches the problem in front of them. The directory above maps each tool to the problem it addresses.

Each tool demonstrates one part of a pillar. The Firm Voice Builder feeds Authority, the Web Design Grader and the SEO/AEO Check diagnose Capture, the Desired Client and Matter Definition establishes Target, and the Screen applies the definition when inquiries arrive. The ACTS Method page explains the model in full.

The result is yours to act on. Some findings are isolated corrections a firm can make on its own. When a finding points to a system problem, that is when a conversation with CaseLoad Select becomes relevant. Using a tool does not start an engagement or an obligation of any kind.

CaseLoad Select

Select better cases that
build the practice you want 

Start with a conversation about the clients, matters, and growth priorities that should shape your firm's next chapter.

Start a conversation