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

Business owners must understand the difference between lead nurturing and lead generation, yet few do. Lead generation focuses on attracting new potential clients to your business, often through ads and SEO. Lead nurturing involves building relationships with people already in your network—like past clients, referral sources, or leads who’ve shown interest—by staying top of mind and providing ongoing value. While Read More

The reason why law firms and other businesses choose to invest (sometimes) vast sums of money in Search Engine Optimization (SEO) is apparent. The logic fits. You get on the first page of Google, large numbers of people see you, and you’ll bring in clients. The reasoning behind this is why it’s more than a $20 billion industry in the U.S. alone.  Behind the curtain lies the secret of how it fails more than Read More

Good attorneys will get referrals regardless of how they market themselves. However, they’ll get more of them if they do. Tracking referrals is one of the most important things your firm can do, and I have found that very few people do it. You can leverage simple, cost-effective marketing strategies like newsletters to drive referral rates. You can’t know whether your marketing is working without tracking your Read More

Everyone quickly mentions Google, but YouTube is the world’s second-largest search engine. It has over 2 billion active users and deserves a place in your marketing plan. It’s a solid platform that allows you to create valuable, educational content that your past, current, and future clients can use. However, it is important to recognize that leveraging YouTube involves more than uploading videos. Let’s talk about Read More

Look at some of the marketing services we provide our clients: websites, blogs, e-newsletters, video FAQs, social media, and podcasting. These were not random choices but were designed to work together.  Imagine all of your past clients and connections are in the center of your circle. A touchpoint is when one of them comes in contact with one of your marketing efforts. However, not all of our services would land Read More

You must determine your goals before developing a marketing plan or strategy. Marketing is as broad a term as legal counseling. Under both umbrellas, there are a multitude of disciplines that apply to different types of problems. All four marketing misconceptions we outline can be traced back to this thought process.  Misconception #1: Blogs are for SEO Some marketing companies (we’re not one of them) view Read More

Recently, I created an advertisement for a magazine (people still do this occasionally). It was for Spotlight Branding and briefly discussed content marketing, ROI, and SEO. Like any proud son, I sent the ad to my mother so she could tell me how amazing I was. Instead, she told me she didn’t understand the ad copy and that maybe she wasn’t my target audience. I have also had other experiences where I emailed Read More