For the last 14 years, I have helped more than fifty law firms grow with digital marketing. For the last two and a half years my focus had shifted to other businesses as I saw a structural decline in the efficacy of the tactics we used on behalf of clients. Put plainly, a lot of the old SEO growth hacks stopped working, and I became uncomfortable with a retainer billing model I couldn't really justify for many of my accounts.
I recently came back to the industry while selling a business, and because AI presents exciting new opportunities to reimagine my old consultancy.
So, with a fresh slate I can look at the state of the legal marketing industry with a long track record of experience, but also as someone who isn't beholden to the old system, which has grown crowded and sclerotic.
The legal marketing industry is stuck in place
Clients used to come to me worried AI would take their jobs as attorneys. Several of my bankruptcy clients were especially worried. The irony is that I think AI eats, or at least massively disrupts, marketing before it does law.
Retainers were built on labor
Marketing agency retainers used to be rooted in the reality that growing a business website required a team of people to service the work. For example, as a content library grows it takes a lot of effort to keep content up to date, optimize page titles, write and deploy refreshes, fix broken links, look for missing meta descriptions, add new media, link to newly created content, etc.
JSO Digital, my agency, has always been a content first agency. I used to hire NYU law students to handle our content process, and it paid dividends. We built some of our plaintiff's client sites to the 100,000 monthly page view mark, a level that is very rare in law.
Local SEO was another department. We tracked name, address and phone number consistency across every major legal citation source, as well as "horizontally aligned" directories like Yahoo, and feeder sources.
My team made notes for each major citation source with tips on how to access and maintain profiles. For example, our 2020 Local SEO Guide had these notes for claiming a Justia profile:
After creating or claiming a profile, Justia will require you to verify it. Usually there are three options available: phone, fax, and email verification. If you choose fax verification, Justia will redirect you to the page where you can download a form, which a client will have to sign and fax over back to Justia along with a copy of his/her bar license.
Notes like this from our team were compiled across more than 100 sites we regularly worked with for clients.
The point I am making is all of this took a lot of time. There was no way to do the job without serious man hours, which meant bigger costs. Our biggest retainers were always for clients with multiple offices, who wanted to invest in content marketing, and who emphasized some form of digital PR. The content assets we used to spend hours, or even days on, can now be built in 15 minutes using a frontier AI model.
Again, that content was produced, distributed, and updated by NYU law students. For firms with the budget to work with us, we delivered excellent results.
Our range was between $1,250 for primarily local SEO engagements for single office law firms in smaller and middle markets, to north of $5,000 for plaintiffs firms in larger markets who needed us to produce content. In some cases, very large plaintiffs firms were on retainer for upwards of $15,000 per month, and that doesn't include paid ad spend.
What the industry still charges
And that is still the state of the industry today. It's not uncommon for agencies to charge retainers in the $60,000 to $100,000 annual range before the cost of paid ads. That number is totally fair in the pre-AI era, where, as I have noted, there was a lot of labor that went into maintaining legal marketing campaigns.
But the game has changed. SEO and GEO still work, PPC can work when firms have mastered intake, and local SEO and reputation management is still critically important. But no longer do these tasks require manual labor and large headcount.
The disruptive legacy of the AI era won't be "AGI," or everyone losing their jobs, but it will be automated workflows and agentic processes, and almost nowhere is the use case for AI agents stronger than in legal marketing.
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Most marketing is really maintenance
What gets passed off as marketing is very often maintenance of a mature campaign. If you are a lawyer, see if this resonates. You hire an agency. They come in guns blazing and get your digital life in order. Traffic to your site goes up and they talk a good game about KPIs and driving new cases. Since you are starting from maybe 700 to 800 total visits to your site to begin with, the early results are big. You hear the phone ringing more often and the firm gets to add a "we grew traffic by 400% year over year" case study to their own website. Everyone wins. But over time, you hear less from the agency and there is less work to do. You get a monthly report that looks pretty good, but you also have the sense the report might look the same if you weren't having to shell out $5,000 per month for SEO.
And you'd be right.
Because the truth of the legal marketing world is that the value is often heavily front loaded. The agencies can help get your house in order.
They want to charge you like a SaaS product, except none of them have built their own software.
This leaves the firm stuck between a rock and a hard place. On the one hand, they would feel lost managing their own website, and their internal team isn't savvy enough to do it. But on the other hand, they're hemorrhaging money in an increasingly competitive landscape.
Why we built Associate
This is the reason we built Associate. Associate is an AI agent built for the legal industry that continuously monitors Google API data from several sources, frontier AI model API data, competitors, the firm website, and relevant changes in case law. It synthesizes all this data into one inbox where you approve the work. It never writes full pages of AI copy slop. Instead, it finds weaknesses in your website and fixes them with updates or work orders you can pass to an agency to complete.
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Three ways to use Associate
There are excellent agencies in legal doing great work. If you work with one of these agencies, you can use Associate to make sure you get your money's worth from your retainer.
If you're a firm that wants to keep overhead to a minimum, you can use Associate as your marketing North Star as it keeps tabs on the competition and suggests your highest leverage marketing moves. For firms that don't have an agency partner, we will perform work orders a la carte rather than on a monthly retainer.
Last, if you want to harness the power of our AI and want us to manage the whole show, that is the scenario where we do offer traditional retainer arrangements. Retainers work well for some firms, but they aren't always a fit.
To learn more about Associate, drop us a line.
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