How buyers in legal decide
Legal clients hire confidence. Before they call, they've read your reviews, your site, and increasingly an AI's summary of who handles cases like theirs. Practices with visible authority — clear practice-area pages, real answers to real questions, strong reviews — win the consultation before the phone rings.
And when it rings, speed matters more than lawyers like to admit: potential clients in urgent matters call down a list until someone answers.
10
reviews read, on average, before trusting a bigger decision. Content, reputation, and responsiveness decide the shortlist.
What usually breaks
Directories own your category
Avvo and FindLaw outrank you for your own practice areas — and sell those clicks to competitors.
Thin practice-area pages
One paragraph per practice area can't win against firms publishing real answers.
After-hours calls go nowhere
Legal emergencies don't schedule themselves inside business hours.
The playbook
Where I’d start in legal
1
SEO
Practice-area content that outranks directories for the searches that matter.
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2
AEO
Be the firm AI names when someone describes their situation.
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3
AI Optimization
Every inquiry answered in seconds — including the 2am ones.
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Every engagement starts the same way regardless of industry: a full audit in week one, a one-page plan in week two. See the process.
Marketing for legal, handled.
Tell me what’s broken. I’ll tell you how I’d fix it — 15 minutes, no obligation.
Not ready for a full engagement? Start with The Checkup — $450/mo, month to month, cancel anytime.