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FOR LAW FIRMS · WHO WE SERVE
Every practice. Every size.
An operator in your corner.
Coaching, free tools and one honest email every Monday, from operators who have run marketing inside legal’s biggest firms.
- Ten practice areas
- Solo to PE-backed
FIND YOUR FIRM
Your practice. Your size.
Your playbook.
Ten practice areas are ten different economies, and every size needs its own plan. Pick both and read what operators wrote for firms like yours.
Your practice
Your size
Size is the business, not the letterhead: a six-lawyer firm signing 500 cases a month and a trial firm taking five big cases a month have both outgrown their headcount. Go by whichever number is biggest for you.
Field report · Personal injury
The most expensive attention in law.
Personal injury is where legal marketing costs the most and forgives the least: TV against national brands, LSA eating PPC, intake deciding the CPA, private equity at the door.
Read the field report
Field report · Immigration
Immigration law does not market like anything else.
Multilingual intake, community-driven referrals, demand that spikes and collapses with policy, Google keyword restrictions, and a trust deficit left by decades of notario fraud.
Read the field report
Field report · Mass tort
The highest-stakes marketing game in law.
MDL-driven spend cycles, high costs per signed case, and national TV flights that vanish overnight when a bellwether goes sideways.
Read the field report
Field report · Family law
One of the most searched legal topics.
Divorce, custody, prenups, support modifications.
Read the field report
Field report · Employment law
Two markets in one practice.
Plaintiff and defense employment are two different businesses sharing a practice area.
Read the field report
Field report · Workers’ compensation
Fifty states. Fifty rulebooks.
Workers’ comp has state-by-state case law and state-by-state advertising rules.
Read the field report
Field report · Estate & trust
The great wealth transfer is underway.
Tens of trillions in generational wealth moves over the next two decades, and estate planning, trust administration, and elder law firms sit at the center of it.
Read the field report
Field report · Criminal defense
The buyer picks a lawyer fast.
Criminal defense runs on urgency cycles no other vertical understands: arrest-to-hire windows measured in hours, 2am intake calls, some of the priciest clicks in paid search, and reputation signals that close retainers under time pressure.
Read the field report
Field report · Real estate law
Your best client is a realtor.
Real estate law runs on volume and relationships.
Read the field report
Field report · Bankruptcy
A countercyclical practice with a cyclical playbook.
Filings surge when everything else slows down, and the firms that own the next cycle are the ones investing now, while volume is low.
Read the field report
Playbook · Solo & boutique
Own your zip code.
Local dominance is the play: LSA, Google Business, review velocity, and the first hire you should make.
- Signed cases
- Under 25 a month
- Lawyers
- Usually 1–5
Playbook · Growing firms
Expand your market.
The messy middle. New markets on deck, a multi-channel mix to figure out, the first real marketing team to build.
- Signed cases
- 25–75 a month
- Lawyers
- Usually 6–20
Playbook · Scaling firms
Become the regional leader.
Big local to regional brand: TV planning, brand systems, multi-market attribution, the first CMO hire.
- Signed cases
- 75–300 a month
- Lawyers
- Usually 20–50
Playbook · Enterprise & PE
Platform the category.
Roll-up integration, category leadership, board-grade numbers, an exit-ready brand story.
- Signed cases
- 300+ a month
- Lawyers
- Usually 50+
WHAT WE DO
We are not an agency.
We help you build world-class marketing and intake, at your size.
We never run your campaigns or sell media. We bring the people, the tools and the research so the team you already have can run marketing and intake like the best firms in the country.
Our offerings
Five ways to work with us. Start free, and add paid help when you need it.
- Offering 01 · Coaching
Private hours with the operators who run each channel.
An hour with an operator on the decision in front of you: the media plan, the intake numbers, the agency proposal, the hire.
- First hour free
- 4 one-hour credits a month
- Then $2,000 per firm, per month
- Offering 02 · Resources
Tools, guides and courses, free with your account.
Plan the budget, track every campaign and measure intake. Your work stays saved in your account.
Plus the UTM Builder, a ten-lesson budget course and more.
- Offering 03 · Audits
See exactly where your firm stands.
Free audits show where you stand, with the source next to every number. Deep audits go inside your ad accounts and your plan.
- Free Speed-to-Lead Audit
- Free reviews pace audit
- Deep audits from $1,950
- Offering 04 · Newsletter
The Monday Brief: what changed in legal marketing this week.
One email every Monday for firms buying marketing, and why each story matters to yours.
Built by Dan Jimmerson with an AI research desk. Every story sourced.
- Free, every Monday
- About 7 minutes to read
- Unsubscribe anytime
- Offering 05 · Fractional CMO
A fractional head of marketing, inside your firm.
One operator from the bench, embedded in your firm and running your marketing. Your agency keeps the account; the operator owns the plan.
- Owns the plan and the number
- Runs the weekly cadence
- Every seat is taken right now
WHAT YOU ARE UP AGAINST
The problems every
law firm marketer faces.
Law firm marketers keep getting asked bigger questions with less to go on. Coaching exists to put someone who has answered those questions before on your side of the call.
You are making million-dollar calls on instinct.
You budget next quarter’s PPC. You green-light a TV buy. You cut LSA. Nobody in the building has run that exact play before, so the decision rides on a hunch and a vendor deck.
Competitors can see you. You can’t see them.
The biggest firm in your category knows what you spend on TV. Your biggest local competitor knows what you rank for. You are working with less of the picture.
Every vendor pitch sounds the same.
The agency emails. The lead-gen calls. The “AI for law” demos. You need one person in the room who has bought all three and has nothing to sell you.
New-market expansion is a coin flip.
Tampa. Phoenix. Dallas. Who is there already, and how hard would they fight? You would guess, if guessing cost less than $500K.
You are in the room with partners who want numbers.
“What are we spending versus the firms we lost cases to?” “Why did cost per case jump?” “Is hiring a CMO worth it?” Every question sends you back to a spreadsheet from 2021.
You have nobody to compare notes with.
Other firms in your market are competitors. The biggest firms have peer networks the size of a platoon. You have your own head.
NOT SURE WHAT TO BRING?
Questions we answer every week.
Bring yours, or start here.
Keep your agency and your team. Anything in marketing or intake is fair game, from one ad to next year’s whole budget. These are a few of the hours members book most, and an operator who works that lane.
- PAID SEARCH Erik Kullenberg
Running PPC and want a second opinion?
Book an hour with an operator who has run millions in paid search for law firms. Bring your account and your agency to the call. Leave with the list of what to change.
Book this hour, free - CREATIVE Paco Blanco
Need your creative audited?
Sit with an operator who has run national TV and digital creative at scale. Bring the spots and the ads. Get an honest read on what is working and what to cut.
Book this hour, free - EXPANSION Blair Warner
Opening in a new state?
An hour with the operator who ran strategy for the largest personal injury firm in the country: which market next, how fast to grow, and what to do first.
Book this hour, free - INTAKE Hayden Haskins
Leads coming in, cases not signing?
An hour with an intake operator: your response times, scripts, and CRM stages, honestly measured. Fix the leaks before you buy more leads.
Book this hour, free - ATTRIBUTION Ivan Rodrigues
Not sure the numbers are real?
A data scientist who does attribution for a living looks at your intake and spend data and tells you which dollars actually sign cases.
Book this hour, free - BUDGET Dan Jimmerson
Planning next year’s spend?
Walk the plan with an operator who has built and defended firm marketing budgets for a living, before the partners meeting, not after.
Book this hour, free - AI IN YOUR MARKETING Dan Jimmerson
Want AI doing real work in your marketing?
An hour with an operator who builds and measures marketing with AI agents every day: where AI earns its place in your firm, where it does not yet, and what to put it on first.
Book this hour, free - AI SEARCH David Ryan
AI answers eating your organic?
An hour with the operator who lives in AI search and organic: where you show up, where you do not, and what to do this quarter.
Book this hour, free
FREE ACCOUNT
Start free.
Call the bench when it matters.
Create your free Firmatics account. It gets you the Monday Brief newsletter, the free tools and guides, and your first hour with an operator at no cost.
Or book your free hour with an operator- Free account
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- Unsubscribe anytime