I help attorneys sign more cases consistently through SEO (still not dead), AI optimization. Secret vibe coder.
Denver, CO
Joined November 2010
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Just saw this from a Juris Digital Partner.
[Client] found us by using ChatGPT. She uploaded the contract that [Competitor] sent to her, and AI told her that she should look for another firm. It then suggested that she call our firm.
I love the work we do :)
Halloween is tomorrow. What's the scariest thing on your Google Business Profile that nobody at your firm has checked this year?
A client asked us a fair question this week: what is the accident blog actually bringing in?
AI answers now cover a lot of the basic questions those posts used to get clicks for. So we're moving some of that effort into interviews with the attorney. Things a chatbot can't copy.
Which of your blog posts has ever brought in a signed case?
From Clio's 2026 Legal Trends Report: nearly one in four U.S. adults (24%) have already used AI to answer a legal question, and another 40% say they would consider doing so.
For a lot of people, the first explanation of their legal problem now comes from a chatbot.
When a caller opens with "ChatGPT told me...", does your intake team know what to say next?
A client wanted to reach a community that speaks another language. Good instinct.
The catch: ads in that language could make people assume they'd get legal help in it, and they wouldn't.
You can reach a community without promising something your intake can't deliver. Does anything in your ads promise that?
A solo attorney told us this week he answers every call and form himself. When he's in court, people wait. Then comes the back and forth to find a time.
Some of them just hire whoever booked them first.
If you can't always call back fast, could a new client at least pick a consult time on their own?
Joy Hawkins at Sterling Sky shared that Google's AI version of the map results sometimes isn't connected to the right Business Profile. Elizabeth Rule (@ownyourserp) has been digging into it.
One fix that worked for them: make the business name on your website match your Google Business Profile name exactly. Even capitalization can matter.
Is your firm "Smith Law" on one page and "The Smith Law Firm" on the next?
Krista Walsh, a website copywriter, told Matt Green (@MChuckGreen) on A Non-Billable Hour that copy is allowed to be gentle. "You may be feeling this way" instead of listing every way the reader is in trouble.
For someone in the middle of a divorce or an immigration emergency, that tone lands better. And as Matt pointed out, lawyers can't promise the biggest check anyway.
Read your homepage out loud. Would you say it that way to a scared client across your desk?
youtube.com/watch?v=L-GBba2l…
Joy Hawkins (@JoyanneHawkins) shared a tip from Colan Nielsen (@ColanNielsen) that any firm thinking about a second office should hear before signing a lease.
On Google Maps, being close to competing businesses makes it harder to rank. Close enough, and Google may filter your listing out of some searches entirely.
A building full of law firms can look like a great address and still hide you on the map. His advice is to map out how many competitors are nearby before you commit.
Clio's 2026 Legal Trends Report has a number worth reading twice: just 26% of consumers are comfortable with AI making decisions, and only 6% are comfortable with it in high stakes personal matters.
Someone facing a charge or going through a divorce wants to know a person is on it.
Does your website make it obvious which lawyer will actually handle their case?
clio.com/resources/legal-tre…
Talked with a firm this week that has barely needed marketing. Nearly all its cases come from referral relationships built up over years.
Now it's opening in a new state where nobody knows them.
Referrals don't move with you. If your best referral source retired tomorrow, where would your next case come from?
Is ChatGPT taking your law firm's leads? Check where your best inquiries come from before changing strategy. AI search is growing, but the numbers should drive the decision. #AISearch #LawFirmMarketing
Open your oldest practice page and your newest one.
Do they list the same attorneys and the same phone number?
Something we tell firms early on: don't switch on Local Services Ads in month one just so there's activity in the first report.
Those are the Google ads at the very top that charge per lead. They take time to ramp up and cost real money while they do.
A busy looking first report is an expensive thing to pay for.
A concerning trend: attorneys hiring agencies off a checklist. 100 blog posts. 20 links.
Then a bad experience, and the same checklist with the next agency.
In PI, a handful of cases can bring in most of the year's revenue. If your agency doesn't know which ones, what are they building toward?
A checklist of tasks isn't money in the bank.
Another one from Clio's 2026 Legal Trends Report: only 6% of consumers named modern technology or AI as a deciding factor when choosing a lawyer.
People still pick on the quality of the work, what it's like to work with you, and cost.
So "we use AI" probably doesn't belong in your headline. What would your last happy client say made you worth hiring?
Had a consult this week where the website and the ads were run by two different companies. Neither could say where the leads were coming from, and from what I could tell they'd never been on a call together.
When calls drop, each one can point at the other.
Who at your firm gets your website people and your ads people talking?
Lily Ray (@lilyraynyc) said she got 7 pitches for AI visibility tools in a single day.
If one of the best known people in SEO gets that many, law firm inboxes are next.
Before you buy one, ask what it actually checks and what you'd do differently once you have the answer.