Insights for
relationship-driven
law firms

Lawyer profile photos: The first impression you can’t undo

Your photo shapes first impressions before prospects read a word. Here's what good lawyer photography looks like - and what it signals.

Industry pages: Show prospects you understand their world

Industry pages tell prospects you work with people like them. Here's what good ones include - and why a few strong pages beat twenty thin ones.

Lawyer profiles: Show prospects what it’s like to work with you

Lawyer profiles typically address competence - credentials, experience, practices. But prospects also want to know: what will it be like to work with you?

Individual profile pages & URLs: Making your lawyers findable

When prospects search a lawyer's name after a referral, a dedicated profile URL makes them findable. Without one, you're creating unnecessary friction.

Law firm news: Why an active news section signals growth

A dormant news section tells people your firm isn't active. What to post, how often, and why updates matter to clients, talent, and referrers.

Google Business Profile: The low-effort, high-visibility marketing asset for law firms

One hour to set up. Every search for your firm's name. How to claim, complete, and maintain your Google Business Profile - and why neglect costs you.

Law firm testimonials: The difference between praise and proof

Why generic client testimonials don't help law firms convert referrals - and how to collect specific, credible quotes that help prospects decide to call.

Deals, matters, results: The proof that converts referrals into conversations

Why listing deals, matters and results on profiles converts more referrals than generic experience claims. How to do it without confidentiality issues.

Direct contact details on lawyer profiles: The cost of friction

Direct contact details on lawyer profiles signal accessibility. The reception phone number signals friction. Here's what prospects see - and why it matters.