Sharp thinking for


legal marketers

No marketing team, no retainer, a few hours a month. What a solo or two-attorney practice should actually do — and the expensive things worth ignoring entirely.

Choosing is the part everyone writes about. Managing is the part that decides the result — the first ninety days, the standing questions, and when to leave.

Two very different things are sold under one name — a professional referral network, and a company selling you leads. Telling them apart before you join matters.

The attorney page is where people decide, and it is usually a photograph, a job title and a list of qualifications. What that page is actually being asked to answer.

Every shortlist looks convincing until you know what you need. The difference between CRM and case management, the requirements that matter, and why rollouts fail.

Ranked lists are mostly paid placements. Everything you need to judge an agency is public — their own marketing, their clients' results, who actually works there.

Callers with a legal problem work down a list. What separates a service that captures matters from one that takes messages — and how to test one before you sign.

Partnerships hire senior marketers and then withhold the authority the title implies. When a firm genuinely needs a CMO, and what the role requires to survive.

Most firm newsletters fail because they are asked to win strangers. Email is for the people who already know you — referrers, former clients, enquiries that went quiet.

Subchapter 4-7 governs everything a Florida firm publishes. What every advert must contain, what makes one misleading, and the 20-day filing rule your website is exempt from.