Most people have heard of SEO. It’s the long-term strategy for showing up in unpaid search results. You write content. You structure it properly. And you try to climb Google's ranking system. But a new acronym is starting to matter just as much—GEO, short for Generative Engine Optimization. It’s not about optimizing for search engines like Google. It’s about optimizing for AI-driven engines like ChatGPT, Bing’s Read More

When you realize that 500 hours of video are uploaded onto YouTube every minute, stop and take notice. Lawyers may push back against being on camera, but the data says you need to be polished or internet famous to make an effective video. There’s still ample room for high-end branding videos to be displayed on your homepage; you certainly aren’t limited to them. They will watch if your content helps your PNCs do Read More

Law firms will spend money on ads, invest in a new website, and test out social media campaigns, but they will still wonder why leads aren’t converting at a higher rate. The issue may not be visibility or messaging—it’s follow-up. Many firms either misunderstand this vital component of an effective marketing strategy or completely ignore it.  Every click, every form submission, and every phone call is the Read More

Before writing this blog, we went to Google and asked it a general question: What is an estate plan? Two years ago, you’d see sponsored ads above the organic results. Most people went to the first three organic results, a stomping ground that SEO companies battled over.  A year ago, this same query would deliver an AI-generated answer with website links below it. People began fighting for those spots, but Read More

If you have been on social media or even the internet in the last few days, you may have come across this new thing called Veo 3. We wanted to talk about it because of its potential impact on your law firm’s content marketing. Google throws an event called I/O, and it’s a place where developers and businesses go to see Google’s new tools and platforms. This is where Google began talking about Veo 3, and it’s Read More

Recently, we’ve been discussing how effective email marketing can be. Anyone who has worked with us or has read this blog knows how strongly we encourage people to send an e-newsletter at least once a month. It’s a means of staying top of mind and driving referrals. But let’s shift gears for a moment and talk about other forms of email marketing. There are a lot of things you can learn that can also be incorporated Read More

This is not a knock on Google, but more of a slight nudge to people who think it is the only method of getting more clients. Part of the reason why people are so hyper-focused on Google is that the marketing industry was too for a long time. And while Google still has a place in a well-rounded marketing plan, small law firms should take note that how people search for legal help is evolving. Potential clients Read More

People often tend to view marketing as a checklist. There are professional marketers who do the same thing as well. It’s an easy trap to fall into, especially if you are diligent enough to set aside time each quarter to map out a marketing strategy. On these plans, people list various initiatives, such as newsletters, events, and social media ads.  All these tactics will remain disconnected—and the results Read More

Let’s imagine that you, as the owner of a law firm, have accepted that you need a presence on social media. You want people to look you up after they are referred to you, and you want to stay in touch with your existing audience. You consistently post educational and valuable content, assuming you have high visibility on platforms like Facebook.  After months of doing this, lawyers may become frustrated with Read More

Marketing is helping a product or service connect with those who want to buy or use it. Regarding Facebook ads, you could have the cleanest copy, the most eye-catching creative, and even a perfect funnel—and still fail. Why? Another critical component of your ad is ensuring it is in front of the right people. Ultimately, you have a tremendous amount of autonomy in who sees your ads, and more importantly, you can Read More