The Attorney Marketing Playbook
A strategic handbook for the firm that wants to sign the cases it actually wants to take.
For the solo or small firm tired of generic SEO retainers, $80,000 billboard campaigns, and intake that loses cases at the inquiry.
Instant PDF · one-time $27 · 21 pages · reads in 20 to 25 minutes
A Kansas City solo's revenue in the year after rebuilding intake
This is the playbook we wish someone had handed us before a client spent $80,000 on a billboard campaign that drove eight inquiries.
Most marketing advice for law firms is written by people who have never built a case-acquisition pipeline. It treats the firm like every other professional service: assume the lawyers are good, ship more content, buy more impressions, and the right cases will arrive. They don't. The legal industry rewards specific signals, not generic visibility.
7 chapters. The full spine.
Digital PDF · 21 pages · 20 to 25 minutes to read cover to cover.
- 01Positioning
The single highest-leverage decision in your firm, and the one most attorneys never actually make.
- 02The Client You're Building For
Why writing a one-page profile of your ideal client changes every marketing decision downstream.
- 03Visibility: LSA, Google, Meta
How to think about each channel, and the cost of trying to run them all at once.
- 04Pricing & Fee Structure
How transparency on price changes the prospects who reach out, before you change anything else.
- 05Speed to Lead
Why the first five minutes after an inquiry decides the case, and the automation stack that gets you there.
- 06What Changed in a Year
A Kansas City lawyer who grew from $10K a month, and the intake rebuild behind it.
- 07Getting Found by AI Search
How clients now ask ChatGPT, Perplexity, and Google's AI for a lawyer, and what makes a site the one they name.
What this isn’t.
- Not a generic SEO checklist. The advice is specific to the unit economics of this craft.
- Not a course. It’s a single read-cover-to-cover handbook you keep.
- Not a sales pitch. If we’re not the right fit at the end, the strategic frame still stands on its own.
Read it once. Apply what fits.
You get the PDF in your inbox the moment you check out. Re-download anytime; the link stays in your account.
Digital PDF · 21 pages · one-time $27