The Marketing Impact OS for Law Firms. The Full Step-by-Step Guide to a Proven Case Acquisition System
In the order I install it: where signed cases come from, where a firm loses the ones it already paid for, and which fix to make first. For managing partners and the owners of growing firms.
The book is being written now. The workbook comes with it.
How a firm runs its marketing as one system.
Written from the work my team and I do with law firms, in the order we do it.
- Part 01
The math of a signed case
What a signed case is worth to the firm in its first year and over its life, what it costs today, and how to find both numbers in your own case management system and books.
- Part 02
Every path from first click to retained client
Referrals, Google, Local Services Ads, your Business Profile and intake calls, mapped on one page with who answers each one and how fast.
- Part 03
Intake that answers
Calls after five that go to voicemail, and follow-up that stops after one attempt. How firms lose cases they already paid for, and the fixes that keep them.
- Part 04
The seven areas, scored for a firm
Strategy, data, friction, process, people, technology and communication, each rated from 1 to 5 with the questions we ask managing partners.
- Part 05
Advertising inside your bar's rules
Case results, reviews and testimonials, and where firms get into trouble with state bar advertising rules. How to publish proof with the disclaimers it needs.
- Part 06
Your Roadmap and the weekly rhythm
How to rank every fix by what it is worth, give it an owner and a date, and hold your agencies and intake team to one number: signed cases.
- 32templates
- 306pages
- 7areas
The law firm workbook.
The same templates my team uses with clients, each with a worked example you can copy.
Set up for a law firm: intake call paths, cost per signed case, and the case management and call tools firms run on, such as Clio, Filevine, MyCase, Lawmatics and CallRail.
- Strategy11 templates
Operation map, activity audit, competitor audit, offer architecture, ideal customer profile, customer question map, target operation map, positioning and sales pitch, brand guidelines, content playbook, implementation plan.
- Data3 templates
Tracking audit and baseline, measurement plan, attribution dashboard.
- Friction2 templates
Journey teardown and CRO plan, internal friction form.
- Process2 templates
Channel playbook, SOP library.
- People7 templates
Vendor and team scorecard, team plan, talent bench, job description, hiring process, 30/60/90 onboarding, accountability scorecard.
- Technology2 templates
Tech stack map, tech stack scorecard.
- Communication5 templates
Communication standards, meeting templates, daily standup, weekly status update, review check-in.
Every template runs the same six parts
- AAccessWhat we need, at what level.
- BQuestionnaireWhat you tell us first.
- CHow toGo here, do this, add it here.
- DDeliverableWhat it looks like, filled in.
- EPresentationThe slides it is shown with.
- FIterateThe meetings and if-then rules.
Who it is for
- Managing partners and owners of personal injury, criminal and DWI defense, family law, estate planning, immigration and other firms.
- Firms spending on Google, Local Services Ads or an agency without knowing which source signed last month's cases.
- Firms with one office or many.
Frequently asked questions.
When does the law firm book come out?
It is being written now and no release date is set. The 2027 Marketing Impact Report for Law Firms is free today, and the free score shows where your firm stands.
What does the workbook add to the book?
The book explains the system. The workbook is where a firm runs it: 32 templates, each with what to gather, the questions to answer, the steps to build it and a filled-in law firm example.
Does it cover state bar advertising rules?
It covers where firms most often run into them: case results, testimonials, reviews and claims about specialization. Rules differ by state, so it shows what to check with your own bar. It is not legal advice.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.