Core Online Marketing helped Foisy & Associates give prospective clients a 24/7 way to get answers, and helped staff spend less time on inquiries that weren’t the right fit.
At a Glance
| Client | Foisy & Associates |
|---|---|
| Industry | Legal Services / Personal Injury / Long-Term Disability |
| The Solution | Custom AI Agent, Website Chatbot, AI Knowledgebase, Lead Qualification & Vetting, n8n Workflow Automation, Human Escalation |
| Project Status | Launched March 2026 |
| Key Capabilities | A 24/7 first point of contact that helps prospective clients get answers immediately, while helping the firm focus its time on the cases it’s best positioned to take on. |
Executive Summary
Foisy & Associates partnered with Core Online Marketing to design and launch a custom AI-powered chatbot built directly into the firm’s website. The goal wasn’t just to answer questions faster, but to give prospective clients a clear way to understand whether the firm could help them, and to give the firm’s team a head start on intake and prospect qualification before a single call was made.
The chatbot draws only from approved firm content, recognizes the difference between a personal injury inquiry, a long-term disability inquiry, and questions that fall outside the firm’s practice areas altogether, and routes each conversation accordingly. Sensitive or case-specific questions are handed off to a human, with the full conversation preserved for context.
The Challenge: Too Many Doors, Not Enough Direction
People rarely arrive at a law firm’s website knowing the right next step. They’re often navigating a stressful, unfamiliar situation they’ve never experienced, searching outside of business hours, and they don’t always know whether their circumstances are a fit for the firm they’re looking at.
That created a few distinct problems for Foisy & Associates:
- Personal injury claimants wanted to know quickly whether their situation (a car accident, a slip and fall, and similar) was the kind of case the firm handles, and what to do next.
- Long-term disability claimants were often dealing with a denied or disputed claim and needed a different set of questions answered before they were ready to talk to someone.
- Visitors outside the firm’s practice areas were reaching out because they didn’t know where else to turn, which meant staff time went toward calls that were never going to convert.
Each of these groups needed something slightly different from the website, and none of it was available outside office hours. Foisy & Associates needed a way to meet all of them at the point of first contact without adding to the team’s workload.
The Solution: Building a Secure, Custom Intake Chatbot
Every AI initiative at Core follows the same disciplined process before anything is built.
Our work with Foisy & Associates started with identifying where the firm was actually losing time: not every visitor reaching out had a case the firm could take on, yet each one still consumed staff time to sort through, and prospective clients were arriving on the website outside business hours with no way to get an immediate answer.
Core prioritized this as a focused, clear opportunity, then worked with the firm to map out exactly what the chatbot needed to do, what content it would draw from, and where the guardrails needed to sit for a legal environment.
From there, Core mapped the end-to-end workflow the chatbot would follow, from a visitor’s first message through to a resolved answer, a redirection, or a handoff to staff, and used that map as the blueprint for development.
That meant building an AI agent that could manage the process end-to-end with clear guardrails, working directly with the firm’s team throughout so the experience matched how they operate rather than how a standard chatbot would be configured.
That process produced a system built around four major components:
1. A Website-Embedded, Persona-Aware Chatbot
Rather than a generic FAQ widget, the chatbot recognizes what kind of visitor it’s talking to and adjusts its guidance accordingly. A visitor describing a car accident is guided differently than one asking about a long-term disability claim, and a visitor whose situation falls outside the firm’s practice areas is told so clearly and pointed toward more appropriate resources, rather than left to guess or wait for a callback that was never going to result in a fit.
2. AI Knowledgebase Grounded in Approved Firm Content
Core structured the chatbot’s responses around the firm’s own approved website content and intake guidelines, so answers stay accurate and consistent, and stay within clear boundaries around what constitutes general information versus legal advice. This gives visitors a conversational way to access years of accumulated firm resources that would otherwise require digging through the website.
3. Lead Qualification, Vetting, and Human Escalation
This is where the project goes beyond a typical support chatbot. The system gathers relevant early-stage information, such as the type of injury or claim involved, before a staff member is looped in.
That does two things at once: it saves the visitor from repeating themselves during intake, and it gives the firm a clearer picture of whether a lead is the right type of case before time is spent on it. Complex, sensitive, or clearly case-specific questions are escalated to a human, with the full conversation history intact.
4. Confidentiality and Guardrails
Working with a law firm meant designing the system with a clear understanding of what an AI assistant should and shouldn’t do. The chatbot is built to:
- Stay within general information and firm-service boundaries, and avoid anything that could be interpreted as legal advice
- Draw only from approved, firm-provided content rather than generating open-ended responses
- Recognize sensitive or high-stakes situations and route them to a human rather than attempting to resolve them
- Keep the intake process focused on the information the firm needs
Results & Long-Term Value
Since launching in March 2026, the chatbot has functioned as a reliable, always-on front door for prospective clients, delivering value across several areas:
- 24/7 Digital Front Door: Prospective clients get answers and direction the moment they reach out, regardless of the time of day.
- Better-Qualified Leads: By gathering injury and claim details upfront and clearly identifying out-of-scope inquiries, the system has helped staff spend their time on the cases the firm is positioned to take on.
- Faster, More Consistent Intake: Visitors don’t have to repeat themselves once a conversation reaches a team member, since the information they’ve already shared carries forward.
- Seamless Human Handoff: Sensitive or complex questions are escalated with the full conversation history preserved, so nothing is lost in the transition from AI to staff.
- Continuous Optimization Loop: Conversation logs give the firm ongoing visibility into what prospective clients are asking, creating a feedback loop to refine both the chatbot and the website’s content over time.
Why This Matters: Guide Prospects in the Right Direction, 24/7
Personal injury and long-term disability firms field a wide range of inquiries before a formal consultation ever happens, and not every inquiry is the right fit. Foisy & Associates didn’t choose a generic FAQ widget to help their clients; they invested in a custom system that helps route the right cases to the right people, protects sensitive information, and gives prospective clients a better experience from the very first message.
Core Online Marketing delivered a turnkey AI lifecycle for this project, including AI strategy, chatbot development, knowledge base creation, persona-based conversation design, lead qualification logic, workflow automation, and ongoing optimization.
If your organization is fielding a high volume of inquiries, supporting a multi-persona audience, or losing staff time to leads that were never the right fit, an AI intake chatbot is an ideal solution to help save your team time and support your prospects’ needs.
Schedule a Call with Core
Ready to see how much manual workload can be automated for you? Contact Core; we’ll take a look at your business and determine where exactly AI tools can improve your operational efficiency. Book a call with Core Online Marketing.
Frequently Asked Questions
What does an AI intake chatbot do for a law firm?
An AI intake chatbot gives prospective clients an immediate, conversational way to get information about a firm’s services, understand whether their situation is a fit for the firm’s services, and begin the intake process, all before speaking with staff.
Can an AI chatbot tell whether a lead is the right fit for a law firm?
Yes. A custom-built chatbot can be designed to recognize the type of case a visitor describes and guide them accordingly, including letting them know clearly when their situation falls outside a firm’s practice areas.
Does an AI chatbot replace legal advice?
No. A properly designed legal chatbot stays within general information and firm-service boundaries, and escalates sensitive or case-specific questions to a human rather than attempting to resolve them. An AI chatbot should never be used to replace legal advice.
How does an AI chatbot handle confidential or sensitive information?
The chatbot is built to draw only from approved firm content, avoid open-ended responses, and route sensitive or high-stakes conversations to a human, with full context preserved for the handoff. This helps avoid confidential or sensitive information being shared.
Is this type of chatbot only useful for law firms?
No, an AI intake chatbot is a valuable tool for a myriad of businesses. Any organization with a consultative or intake-driven client journey, including professional services, healthcare, insurance, and financial services firms, can benefit from a similar approach.
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