Notes on law firm marketing.
What’s changing in search, AI, and what marketing should cost, from someone who’s done the work for over a decade.
The 5 Biggest Mistakes Law Firms Are Making Online in 2027
After onboarding our first firms at Associate, the five mistakes I keep seeing law firms make online: outsourced intake, neglected WordPress, agencies that grade their own work, AI done inside-out, and ignoring YouTube.
The Best Law Firm Marketing Agency is an AI Agent
After a decade running a legal marketing agency, I built an AI agent to replace the retainer. A service-line and cost comparison of agency versus Associate.
The New Law Firm SEO: From Ranking to Retrieving
Twenty years of law firm SEO, from the 2007 wild west to the agentic era. Why the old playbook is stale, and how AI shifts the game from ranking to retrieving.
Is Law Firm Marketing Too Expensive? It Depends.
Marketing costs are squeezing law firms. A breakdown of PPC, WordPress builds, and retainers, whether each is worth it, and how an AI agent changes the math.
Why I built an AI agent to run law firm marketing campaigns
Harvey is automating legal workflows at a $15B valuation. Legal marketing is stuck on the retainer model. Why I built Associate to automate the maintenance layer.
What Does It Cost to Market a Plaintiff's Law Firm?
What does it really cost to market a plaintiff's law firm? Three scenarios, from $40,000-a-month paid ads to a $499 agentic option that levels the field.
Is Gravity Forms a Liability for Your Law Firm?
Most law firm sites run intake through Gravity Forms, a self-hosted plugin storing sensitive client data. Why that is an ABA Rule 1.6(c) risk, and the fix.
The Coming Law Firm WordPress Security Crisis
AI is accelerating vulnerability discovery, and most law firm WordPress sites are full of holes. Why a security reckoning is coming, and what the ethics rules demand.
Lawyers: Be Careful With AI Generated Content
Law firms are embracing AI-generated content, but SynthID-Text watermarking and the EU AI Act are making it detectable. A safer approach for legal content.
Why does law firm SEO still cost $5,000 a month?
After 14 years in legal marketing, here is why the retainer model is breaking, why AI disrupts marketing before law, and the agent we built in response.
How Law Firms Should Approach Content in the Age of AI
Google is going zero-click and AI overviews are eating the ten blue links. Why law firms should trade shallow SEO copy for client stories and experiential depth.
Automating reviews without breaking confidentiality
Client reviews do more than reassure prospects. They tell search and AI engines which firms are real, active, and worth naming, if you handle them with care.
Ranking #1 and still invisible: the new gap
A simple way to check whether AI engines name your firm, and what it means when they don't.
How law firms get named in ChatGPT answers
GEO is the practice of getting your firm named and cited inside AI-generated answers. Here is how it differs from SEO, and why it matters now.
Law firm marketing costs: why AI changes the math
Why I built an AI agent to handle law firm marketing tasks.
When ChatGPT recommends your competitor
Why one firm appears in an AI answer, what actually changes that answer, and where law firms should focus first.
What a competitor’s new practice page really tells you
A new page is a signal, not an instruction. Here is how to separate useful competitive evidence from noise.
A new ruling drops. Which of your pages just went stale?
The practical challenge is finding the pages affected by a change without turning every legal development into marketing work.
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