I need to point out that a human wrote everything you are about to read. If you don’t believe me, please put this entire blog into an AI checker of your choice. However, please don’t assume I am arguing against AI—because I use it heavily. The reason why this blog passes AI detection is not because I am using tricks to fool it. It’s because I use AI to help me with various tasks associated with the writing process Read More

One of the misconceptions we focus on is the disconnect between reach and the number of clients coming through your door. In marketing, reach is the number of people who see your content (e.g., videos), advertisements, or messaging. It is a measurement of how many people are exposed to your content. If you were to put up a billboard, how many people drove past it and saw what you had displayed? No one expects every Read More

All the advice we give about marketing comes from things we do ourselves. In other words, we market our agency the same way we market our clients. You won’t catch us touting content marketing while secretly running SEO-centric campaigns for our website. We also tell law firms to dedicate about 10% of their revenue to marketing, which we do ourselves. I am willing to guess that you don’t spend that much. The hesitancy Read More

During a recent meeting, we discussed the differences between SEO and content marketing. (Our allegiance lies with the latter.) One of the most interesting trends is that people try content marketing and quickly abandon it. Content marketing has existed for hundreds of years, and if you don’t believe me, look at Poor Richard’s Almanack or the Michelin Guide. SEO, conversely, began in the 1990s.  When people Read More

I wrote about the difference between hunting and farming (marketing metaphors) in April 2024, but the confusion around this basic concept is deep enough that it bears repeating. As someone who works with attorneys daily, I can attest that many are laser-focused on hunting. In other words, they are searching for cold leads and turning to overly-priced marketing strategies, such as SEO, that fail more often than they Read More

Marketing plans are nothing more than organized approaches to promoting your law firm. Many people avoid making them simply because they don’t know how to get started. All they need are your goals, who you are contacting, and the methods for attracting new clients. Once you have a marketing plan, you must accompany it with a realistic budget that allows you to execute it. Budgeting incorrectly will lead to your plan Read More

When we published our 2024 Legal Marketing Trends Report, it said that 65% of law firms either didn’t have a marketing plan, checked it once a year, or couldn’t remember when it was updated. (If this is you, we can solve this right now; here’s a free marketing plan template.) Attorneys are professionals with high standards, and many are driven toward perfectionism. Marketing is an inherent need within the legal Read More

I used to be an SEO copywriter. When I was hired, one of my first assignments was to get a product onto the first page of Google, and I did that. Although I am uncomfortable discussing the product, it was relatively small in a niche market. In other words, I didn’t have the competition that many lawyers do, especially those in larger cities.  Despite getting on the first page, we saw no growth in terms of Read More

I have spent a decent portion of my adult life writing. I have published over 2,500 legal blogs, had a story in a magazine, created print ads, and churned out tens of thousands of social media posts. Writing is a craft and should be studied; no one was more suspicious of AI as a writing tool than I was.  In November 2022, my boss asked me and the other copywriters to try ChatGPT—long before it was a household Read More