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.
Writing
Notes on visibility and getting found.
On AI visibility, GEO, and getting law firms found, in search and in the answers AI engines write.
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.
Read the post →More writing
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's 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's 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's how it differs from SEO, and why it matters now.