At Pareto Legal, we help law firms scale their revenues and ROI through data-driven digital advertising, conversion rate optimization, and analytics.

My co-founder and I launched Pareto Legal after leading marketing, intake and operations for a major Philadelphia-based injury law firm - where we helped grow the firm from 7 to 8 figures in under three years. Before that, we spent nearly a decade at eBay’s marketing solutions division, managing $250M+ in annual ad spend for national brands. That experience taught us how to build scalable marketing systems - now we apply that knowledge exclusively to the legal industry.

We’re not your typical agency: we combine the analytical and executional rigor of a Fortune 500 marketing team with firsthand experience inside a plaintiff’s firm. Our approach is grounded in ROI, not fluff - because we’ve sat on your side of the table.

If your firm is serious about growing your digital caseload profitably, I’d love to connect. Reach me directly at bo@paretoppc.com or book a call at https://legal.paretoppc.com/contact

Bo Royal

A long-term client of ours stopped working with us this month.

No drama. No finger pointing. No holding accounts hostage.

We did three things instead:

1). Conducted a comprehensive offboarding call to set them up for continued success
2). Ensured they had full administrative access to every asset - website, ad accounts, analytics, domains, etc.
3). Left the door open if they ever need guidance in the future

Too many agencies treat client departures like a breakup.

They restrict access.
They delay transfers.
They turn it into a power struggle.

That’s short-term thinking.

This industry is small. 

Reputations compound. And how you exit a relationship says just as much about your business as how you win one.

Leave well. Always.

You never know when paths will cross again.

I help law firms increase their digital ad revenue and ROI.

The best Google Ads experts of 2026 are doing something the best Google Ads experts of 2011 were doing.

They are still obsessing over search terms.

Somewhere along the way, reviewing search terms got demoted to:

• Account hygiene
• Housekeeping
• Junior-level work

That’s backwards.

Search terms are arguably the most valuable data point in the entire platform.

Why?

Because they reveal actual intent.

It’s the closest you will ever get to sitting inside your prospect’s head and seeing exactly what they typed before clicking.

Not what Google categorized.
Not what your keyword match type suggested.
Not what Smart Bidding inferred.

What they actually typed.

Search terms tell you:

• Whether you’re attracting research mode or hire-now buyers
• Whether your account, campaigns and ad groups are properly structured
• Where waste is hiding (and how to neutralize it with negative keywords)
• Where expansion opportunities live
• What your ads and landing pages should actually say

If you’re not reviewing search terms weekly, you don’t control your account.

You’re letting automation decide which intent you buy.

And automation doesn’t care about getting actual results.

We destroyed a personal injury law firm's Google Ads account...

📉 Traffic down 68%
📉 Conversions down 53%
📈 Cost per conversion up 158%

A rep from Google's "Growth Team" reached out directly to the client and highlighted this negative performance trend.

Things looked really bad.

But here's what actually happened:

📈 Their qualified lead volume increased 27%.
⚖️ Their case volume increased 24%.
💰  Their cost per signed case decreased 53%.

We didn’t actually destroy the account from a business results perspective.

We removed waste.

We cut low-intent search terms.
We stopped optimizing for meaningless conversions.
We aligned campaigns to qualified leads and signed cases.

Most agencies optimize for what Google shows them.

Clicks.
Conversions.
Cost per conversion.
Or blindly accepting changes from Google's Recommendations tab.

But ad platforms like Google Ads do not innately optimize for outcomes that grow your law firm. 

They optimize for outcomes that grow their profits.

And if you don’t align your ad campaigns to business outcomes, don't be surprised a month, a quarter or a year later when you're looking at your P&L and marketing report wondering where all your money went and why your case volumes aren't growing.

TLDR: if the people advising on and managing your ad campaigns can only report on and optimize towards metrics within their managed platforms...

... and not tie the campaign results to actual business results...

... it's time for you to find new people.

We rebranded!

Not just because we wanted a new look, but because our old brand was underselling how we actually help law firms grow.

Most rebrands focus on visuals. Ours focused on clarity.

Clearer positioning.
Clearer messaging.
Clearer expectations about what scaling your firm with digital advertising really takes.

The new brand / website better reflects how we think, how we work, and how we win.

Would love your input: if you were a law firm / are a law firm evaluating us for the first time, what would you immediately understand… and what would you still have questions about?

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If you’ve ever joined a video conference call with me, you’ve probably noticed the guitars in the background.

When COVID hit and everything went remote, I (with a little help from my wife) started to intentionally “feng shui” my surroundings. Hanging up my two now-retired guitars behind my desk was one of the easiest and most obvious changes.

Why?

Because music has always been a big part of my life.

From learning my first song ever (“Bang a Gong” by T. Rex), to playing in a band in high school, to hearing Radiohead’s Planet Telex for the first time… to seeing John Mayer, Adele, and Gary Clark Jr. at World Cafe Live in Philadelphia (all before they hit it big)… to going to 25+ Phish concerts throughout my 20s and 30s.

Music has been one of the things that’s made me appreciate life - and being human.

The guitars in the background became a subtle way to signal: this matters to me.

Since then, I’ve had countless people ask about them.

“Do you play?”
“How long have you been playing?”
“Can you play us a song right now?” (I always politely decline this one.)

And that’s kind of the point.

Those small background details do more than decorate a Zoom square.
They invite real conversation.
They humanize an otherwise transactional call.
They give people permission to talk about something other than work for 30 seconds and actually connect.

I’ve never once landed a client because of a guitar on the wall (nor do I expect to).

But I’ve absolutely had better conversations because people felt like they were talking to a person - not a logo.

So yeah, the guitars may be retired.

But they’re still doing work.🤘

P.S. For my fellow guitar players who are curious: my daily guitar is a Gibson Hummingbird Pro Cutaway in Vintage Sunburst (pictured in its case on my futon). I am in the market for a new electric though, and currently eyeing a Telecaster 🙂

I’ll admit it…


It’s hard for me to turn off my work brain.

Case in point: I brought a notebook on my honeymoon three years ago.

Five days by a pool in the Dominican Republic, and I’m jotting down marketing ideas.

Not because I had to.
Not because anyone asked me to.
But because I knew I’d be starting with a new client - Kalikhman & Rayz, LLC  - a few weeks after I got back.

One afternoon, I started thinking about their positioning and messaging.

Personal injury advertising is crowded.

Every firm says the same thing:

“Experienced.”
“Results-driven.”
“Free consultation.”

White noise.

So I asked a better question:

What would make someone remember this firm while driving 75 mph down I-95?

That’s when it hit me:

“𝐆𝐨 𝐁𝐚𝐥𝐝 𝐨𝐫 𝐆𝐨 𝐁𝐫𝐨𝐤𝐞.”

Simple.
Memorable.
Impossible to ignore.

Thankfully, both (bald) partners at the firm loved it.

So we built the campaign around it.

Today, their PI/MVA practice is dramatically larger than when we started - and if you drive I-95 near Philadelphia, you’ve probably seen the billboards. They’re a noticeable fixture despite having a fraction of the budget of the big players in Philly. And they're just getting started.

Here’s the real lesson:

Creative breakthroughs don’t usually happen when you’re grinding.

They happen when you create space.

When you step away from the dashboards.
When you let your brain connect dots.
When you give yourself permission to think.

Bring the notebook.

Your best ideas rarely show up on command.

Law firm owners, you need to give up.

Your competitors are outspending you 2X. 
5X. 
10X.

Give up…

…on the idea that a bigger marketing budget will fix your firm.

We spoke with a firm spending $6M per year on marketing.

They wanted to double in three years.

But they didn’t have:

• Accurate call and conversion tracking
• Clean marketing attribution
• A repeatable intake process
• A CRM
• A clear answer to what their $6,000,000 was producing

They weren’t scaling.

They were amplifying chaos.

If you want to beat firms spending more than you:

Control your controllables.
Fix intake.
Build attribution.
Then scale.

Stop obsessing over your competitors and their budgets.

You don’t need more marketing.

You need a better system.

Exciting update here at Pareto Legal!

We just brought on Cat Trowbridge as our new VP of Paid Media.

Cat and the team we're building don’t just “run ads” for law firms.

We understand:

• Intake friction
• Offline conversion tracking
• LSA + Google Ads interplay
• Case economics by practice area
• Law firm-specific creative strategy
• Conversion rate optimization (click → lead → signed case)

That’s the standard here.

We don’t optimize for vanity metrics.

We optimize for signed cases and revenue.

If you’re a plaintiff-side law firm investing serious money into digital ads and want a team that understands the full funnel - let’s talk.

And if you’re a legit paid media operator with real law firm experience who wants to work with the best in the biz, DM me. We’re building something special.

New year, big changes!  So excited to continue my focus in Legal Marketing at Pareto Legal as the VP, Paid Media. 

Huge shoutout to Bo Royal and team for the warm welcome over the last month. Great team doing exciting things for clients, very humbled to be a part of the continued growth.

Are Google Local Services Ads still worth it for law firms in 2026?

In this episode of the Pareto Legal Podcast, I sat down with Thomas Glasgow, founder of 1122 Marketing, to break down everything law firms need to know about Google Local Services Ads in 2025.

Thomas shares why LSAs are fundamentally different from traditional PPC, prioritizing user experience over profit, stripping away the optimization levers advertisers are used to, and rewarding firms that focus on intake quality and feedback loops instead of constant campaign tweaking.

𝐖𝐡𝐚𝐭 𝐘𝐨𝐮'𝐥𝐥 𝐋𝐞𝐚𝐫𝐧:
-Why LSAs aren't a fit for every law firm (and the operational capacity required to succeed)
-How Google's antitrust pressures and AI disruption shaped the LSA platform
-Why clean data and proper lead attribution are the foundation of LSA performance
-The weekly check-in process that keeps firms in control of their budgets and results
-How to compete with reviews (without needing the most in your market)
-Why LSAs are consuming the majority of ad budgets for top-performing firms
-Thomas's origin story and why he built an entire agency around this platform

If you're running LSAs, or considering them, this conversation will change how you think about the platform, your intake process, and what it really takes to scale profitably.

Check the first comment for the link. 

 #MarketingStrategy #ParetoLegal #LawFirmGrowth #LegalMarketing #MarketingStrategy #LawFirmLSA

I don't care what anyone says...


GIFs are the highest form of professional communication.

If your law firm can’t answer these two questions…


1. Where are our qualified leads actually coming from?

2. What percentage of those qualified leads turn into signed cases?

…you don’t have a marketing problem.

You have a visibility problem.

And launching another campaign or increasing spend will just make it worse.

More traffic won’t fix broken attribution.
More leads won’t fix weak qualification.
More spend won’t fix unknown conversion rates.

Before you increase budget, launch Meta Ads, test PMax, or hire another agency…

Get control of your data.

That is, make sure you can:

• Tie signed cases back to the originating marketing source
• Define what “qualified” actually means
• Track conversion rate from qualified lead → retained client

Because if you can’t tie signed cases back to a source and calculate cost per signed case…

You’re not running a marketing engine.

You’re just gambling with a bigger budget.

A law firm COO asked me last week:

“𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗮𝘃𝗲𝗿𝗮𝗴𝗲 𝗥𝗢𝗜 𝘆𝗼𝘂 𝘀𝗲𝗲 𝗼𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴/𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴?”

Here’s the honest answer:

It depends.

Market.
Practice area.
Firm maturity.
Intake quality.
Case economics.

But I tell every plaintiff law firm the same thing:

Your marketing ROI should at least exceed 3:1.

Why?

Because one of your primary growth channels already costs you ~33%.

𝗥𝗲𝗳𝗲𝗿𝗿𝗮𝗹𝘀.

In plaintiff law, referral fees are standard. If another firm sends you a case and you handle it, you’ll often pay them 1/3 of your contingency fee.

Example:

• $300,000 settlement
• 33% attorney fee = $100,000
• 1/3 referral fee = ~$33,000

You keep ~$67,000 (before overhead and case costs).

That’s your economic benchmark.

If you’re going to:

• Reinvest profits into marketing
• Accept volatility
• Take on platform risk
• Build intake infrastructure
• Manage agencies and vendors

…it should outperform simply strengthening your referral pipeline.

Otherwise, you’re choosing the riskier, more complex path for the same or worse margins.

TLDR:

Stop asking what the “average” law firm marketing ROI is.

Ask this instead:

Is your cost to acquire a case lower than the 1/3 you’d pay in a referral fee?

If yes, scale it.
If not, fix it.

Google LSAs aren't for every law firm...

In this episode of the Pareto Legal Podcast, I sat down with Thomas Glasgow from 1122 Marketing to break down a hard truth about Google Local Services Ads: they're not a fit for everyone.

We explained that LSAs require serious operational capacity, 24/7 call handling, trained intake, and the ability to sign cases quickly. 

For solo practitioners or small firms without those resources, LSAs can do more harm than good.

If your firm can't guarantee fast response times and a quality intake experience, this platform might not be worth the investment.

Tune in to learn when LSAs make sense, and when they don't.

#MarketingStrategy #ParetoLegal #LawFirmGrowth #LegalMarketing #MarketingStrategy #LawFirmLSA

Your intake team just survived January.

Now's the time to fix what broke.

January brought the surge. High volume. Tight timelines. Leads coming from every channel.

Some got signed. Some fell through. Some never got followed up on.

If your team felt overwhelmed, you're not alone. But February is when smart firms audit what happened and tighten the gaps.

Here's what to review this week:
→ Check your response time data (how many leads waited more than 5 minutes?)
→ Listen to recorded calls and identify where reps are losing cases
→ Review no-show rates and implement automated reminders
→ Track conversion rates by rep to spot coaching opportunities
→ Build a follow-up sequence for leads that went cold in January

January shows you where your intake breaks under pressure.

February is when you fix it before the next surge hits.

The firms that use this month to tighten their process will convert more leads all year long.

If January exposed gaps in your intake system, let's talk about how to close them before Q2.

#ParetoLegal #LegalMarketing #MarketingStrategy #LegalIntake #LawFirmGrowth

We audited a PI firm last month that was running ads in 3 states they weren't barred in.

Nobody had said a word.

Their campaigns were serving ads in DC, Virginia, and Delaware.

They weren't barred there. They couldn't take a single case from those clicks.

Nobody caught it. Not the firm. Not their previous agency. For months.

Here's what this tells you:

🔹 Most law firms have no visibility into where their budget is going. Agencies report on clicks and conversions. Almost none break down geographic spend at the level required to catch this kind of waste.

🔹 Geographic targeting errors are more common than anyone admits A wrong setting, a default configuration, a copied campaign. The errors are mundane. The cost is not.

🔹 If you've never audited your geographic spend, you don't know what you're paying for. Pull your location report. Filter by state, city, zip. If you're spending outside your jurisdiction, it's gone.

🔹 Waste compounds over time, 40% budget bleed over 12 months isn't just a line item. It's cases that never came in and revenue that never materialized.

🔹 The fix takes 10 minutes. The audit takes 30. Geographic exclusions are basic account hygiene. They should be reviewed at launch and audited quarterly.

You could be bleeding 40% of your budget right now.

The only way to know is to look.

Schedule your Google Ads audit and we'll tell you more on the call. #LawFirmPPC #PPCMarketing #MarketingStrategy #LawFirmGrowth #LegalMarketing #GoogleAds

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Enjoyed listening to Conrad Saam and Gyi Tsakalakis dig into a topic on the Lunch Hour Legal Marketing podcast last week that’s near and dear to Pareto Legal:

𝐆𝐨𝐨𝐠𝐥𝐞 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐟𝐨𝐫 𝐥𝐚𝐰 𝐟𝐢𝐫𝐦𝐬.

Our take is simple:

pMax 𝒄𝒂𝒏 work for law firms - but only under very specific conditions.

pMax is viable if you have the following in place / do the following things:

✅ 𝐂𝐥𝐞𝐚𝐧, 𝐚𝐜𝐜𝐮𝐫𝐚𝐭𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐝𝐚𝐭𝐚 𝐚𝐭 𝐬𝐜𝐚𝐥𝐞
You need 6+ months of conversion history and ~50+ account-wide conversions per month as a rough guide. And if your conversion actions aren't tied to real outcomes (cases, revenue), pMax will confidently optimize toward garbage.

✅ 𝐂𝐥𝐚𝐫𝐢𝐭𝐲 𝐨𝐧 𝐭𝐡𝐞 𝐫𝐚𝐭𝐞 𝐚𝐭 𝐰𝐡𝐢𝐜𝐡 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐝𝐫𝐢𝐯𝐞 𝐜𝐚𝐬𝐞𝐬
Forms vs calls vs chats are not created equal. You need to know the downstream qualified lead rate, close rates and case value for each.

✅ 𝐒𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐛𝐲 𝐥𝐞𝐚𝐝 𝐭𝐲𝐩𝐞 𝐰𝐢𝐭𝐡 𝐝𝐢𝐬𝐭𝐢𝐧𝐜𝐭 𝐛𝐢𝐝𝐝𝐢𝐧𝐠
Separate pMax campaigns for calls vs form fills, each with their own CPL targets. Blending them distorts learning and budget control.

✅ 𝐀𝐠𝐠𝐫𝐞𝐬𝐬𝐢𝐯𝐞 𝐰𝐚𝐬𝐭𝐞 𝐜𝐨𝐧𝐭𝐫𝐨𝐥
You need to be diligent with placement exclusions, ongoing placement pruning, and brand negatives to prevent cannibalization. 

✅ 𝐎𝐟𝐟𝐥𝐢𝐧𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤 𝐥𝐨𝐨𝐩𝐬
Feeding qualified lead and/or signed-case data back into Google so the system learns what actually matters.

✅ 𝐒𝐭𝐫𝐨𝐧𝐠 𝐯𝐢𝐝𝐞𝐨 𝐚𝐧𝐝 𝐢𝐦𝐚𝐠𝐞 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞
If you don’t supply strong creative assets for YouTube and GDN, Google will dynamically generate AI ad slop to run across both networks that will 100% make your stomach churn if you saw it in the wild.

✅ 𝐀 𝐬𝐨𝐥𝐢𝐝 𝐞𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐒𝐞𝐚𝐫𝐜𝐡 𝐟𝐨𝐮𝐧𝐝𝐚𝐭𝐢𝐨𝐧
pMax should be treated as a test or supplement (think ≤20% of budget), not a replacement for a well-structured search program. 

✅ 𝐈𝐧𝐜𝐫𝐞𝐦𝐞𝐧𝐭𝐚𝐥𝐢𝐭𝐲 𝐢𝐬 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐝
Are you seeing net new leads and cases - or just traffic being reclassified from existing search campaigns into pMax?

If you don’t meet these conditions, do these things, and answer these questions...

...pMax is nothing more than a very efficient way to burn a hole in your law firm’s digital advertising budget.

Curious how others are testing / leveraging pMax in legal right now (if at all).

I'll die on this hill:


𝗜𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗶𝘀 𝘄𝗮𝘀𝘁𝗲𝗳𝘂𝗹 𝗮𝗻𝗱 𝘀𝘁𝘂𝗽𝗶𝗱.

If someone is searching one of your competitor's names, guess what?

They want to call your competitor or navigate to your competitor's website.

They don't want to click on an ad that interrupts their journey and brings them to 𝘺𝘰𝘶𝘳 website.

And even if you do get leads from a competitor keyword, I am willing to bet the quality of that lead is vastly worse than other keywords.

What's more: the opportunity cost of spending your Google Ads budget on competitor keywords is that you aren't investing in higher funnel, higher impact tactics like nonbrand search, YouTube, etc.

Here’s what actually happens when you decided to buy competitor keywords:

• CPCs inflate fast
• Conversion rates drop
• Sales cycles lengthen
• Sales teams chase low quality leads
• Your competitors retaliate by bidding on your brand terms

Now your own branded traffic gets more expensive.

And the real cost?

Opportunity cost.

Every dollar spent trying to intercept someone else’s name is a dollar not invested in:

• Retargeting
• New ad creative
• Conversion rate optimization
• YouTube & GDN demand creation
• Nonbrand solution-aware keywords
• Nonbrand problem-aware keywords

The firms that win long-term don’t poach competitor demand.

They build their own.

They aim to become the brand people search for.

If your growth strategy depends on intercepting someone else’s name…

You don’t have a growth strategy.

You have a lazy shortcut.

And shortcuts don’t compound.

Your clients aren't leaving reviews because they don't care.

They're not leaving reviews because 𝘆𝗼𝘂 𝗺𝗮𝗱𝗲 𝗶𝘁 𝗮𝗻𝗻𝗼𝘆𝗶𝗻𝗴.

Let me be blunt:

Sending a generic "we'd love a review!" email and hoping for the best is lazy follow-up.

Your client just went through a legal process with you. They're relieved. They're grateful. 𝘛𝘩𝘦𝘺 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘩𝘦𝘭𝘱.

But you gave them homework instead of a simple task.

No direct link. Vague instructions. Bad timing. Zero follow-up.

Then you blame "clients just don't leave reviews anymore."

Wrong.

You just didn't make it easy enough.

Here's what actually works:
✔ Text them a direct link the day their case closes
✔ Tell them exactly what to say: "Share your experience with [attorney name]"
✔ Ask when they're happiest (right after the win, not 3 weeks later)
✔ Follow up once if they don't respond
✔ Reply to every review personally within 24 hours

If you have fewer than 50 reviews and you've been in business for more than 2 years, you don't have a client problem.

You have a process problem.

Want to argue about this? Drop a comment. Or check the first comment and let's fix your review system and add 50+ in the next 6 months.

#ParetoLegal #LawFirmGrowth #LegalMarketing #MarketingStrategy #LawFirmPPC #PPCMarketing #GoogleReviews #LawFirmReviews

$200 per case? 

This is how LSAs can change everything.

In this episode of the Pareto Legal Podcast, Thomas Glasgow and I discuss the origin story behind Thomas's LSA-focused agency, and why he saw an opportunity others were missing.

Thomas shares that he became "obsessed" with LSAs after seeing their outsized impact on law firm growth, back when firms were signing cases for as little as $200 per case.

But as LSAs became mainstream, most agencies started treating them as a throwaway service, offering basic management for free or a nominal fee.

Thomas believed there was far more optimization potential than what was being delivered.

By going deep into the platform, focusing on feedback loops, intake quality, and granular strategy, he saw a chance to build a niche agency that actually moved the needle.

LSAs are no longer a supplemental tactic. For the firms doing it right, they're a primary growth engine.

Check the full conversation in the first comment.

#ParetoLegal #LawFirmGrowth #LegalMarketing #MarketingStrategy #LawFirmPPC #PPCMarketing #GoogleAds #GoogleLSA

Google LSAs will always prioritize user experience over profit.

In this clip from the Pareto Legal Podcast, Thomas Glasgow and I discuss what makes Google Local Services Ads fundamentally different from traditional PPC or YouTube campaigns.

Thomas points out something striking: you can set a million-dollar weekly budget on LSAs and spend $0, something that would never happen with Google Ads. 

Why? 

Because LSAs prioritize user experience over profit.

Due to antitrust pressures and AI's disruption of search, Google has to prove that LSAs actually work for consumers, not just for Google's bottom line. 

That means the platform won't just burn your budget, it will only spend when it believes the lead quality and user experience justify it.

This shift changes everything about how law firms should approach LSAs.

Link to the full episode below - don't miss the full conversation!

#MarketingStrategy #ParetoLegal #LawFirmGrowth #LegalMarketing #MarketingStrategy #LawFirmLSA

CMO & Founder @ Huemor ⟡ B2B websites that outsell the competition ⟡ 93% more website leads & ZERO extra AD spend ↴ [DM me so HUE can learn MOR]

Huemor builds memorable websites that sell for brands like 23andMe, Boston Dynamics, Live Nation, Revlon, and The United Nations.

Book a call with me to:
✅ Generate more qualified leads
✅ Make your website a breeze to update
✅ Become the industry leader in your niche

Don't believe me? Here's what our clients have to say 👇

“Something I found most unique about Huemor is how much they care [about] the success of the project. The site is a lot cleaner and shows a very in-depth narrative of our story.”

Jenny Lee, Creative Director at BetterCloud

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The Huemor team has that impossible combination of genuine creativity and professionalism that turns every project they work on into a success. They do truly amazing work that is unique to each client and their market. Partnering with Huemor is the best decision a company can make. Great team doing great work.

Ed Deaton, VP of Marketing at SurePoint

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“Our project manager was always readily available to address feedback with his team, and made sure that all parties understood their deliverables and deadlines. From a technical standpoint, we have already seen our search rankings increase and overall improvements to the website's usability.”

Lisa Turnbull, Head of Global Marketing at Encompaas

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Getting the nuances of messaging, design, and technology right is no easy task.

To produce the right outcomes, you need a partner you can trust.

An expert who can guide you to the right strategy, take charge of the process, and deliver a website that your customers will love.

After a website redesign, our clients typically experience:
+ 83% monthly website visits
+ 94% increased conversions
+ 91% leads generated

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ARE YOU READY TO BE BETTER THAN "GOOD ENOUGH"?

You've built an amazing business—don't settle for a below-average website. It's time to build something better.

APPLY FOR A FREE WEBSITE ANALYSIS

With a free analysis, you'll receive 100+ personalized, actionable tips that cover:
– UI/UX Improvements
– Copywriting Improvements
– ADA Compliance Issues
– SEO Improvements
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– And dozens more helpful tips

Apply here:
👉  https://bit.ly/4bFhdrF
(or click the link in my featured section)

Jeff Gapinski

Will a website redesign disrupt sales or operations? 
With the right planning, it doesn’t have to.

When you’re in the middle of running a business, the last thing you want is for a website redesign to mess with your sales or make your operations grind to a halt. 

But a redesign doesn’t need to cause chaos. In fact, it can improve everything without skipping a beat.

So how do you make sure your redesign doesn’t cause a disruption? Here’s what to focus on:

→ Planning Ahead Keeps You On Track
→ No Downtime = No Problem
→ Keep Operations Running Smoothly
→ Involve the Team, But Keep It Simple
→ Keep Optimizing After Launch

So, will a redesign disrupt sales or operations?

The short answer is: 𝘕𝘰. 

A thoughtful, well-planned redesign won’t slow anything down. It’ll actually improve the experience for both your team and your customers.

When done strategically, a redesign becomes an investment that makes things easier, better, and more efficient. No headaches. No surprises. 
Just better performance.

What’s your biggest concern when it comes to a website redesign? 

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CRO & Founder @ Huemor ⟡ We build memorable websites for construction, engineering, manufacturing, and technology companies ⟡ [DM “Review” For A Free Website Review]

How to Redesign Your Website Without Disrupting Sales

“Book a demo” is not a conversion strategy.
It’s a commitment that not everyone is ready for. 

And if that’s the 𝑜𝑛𝑙𝑦 thing your SaaS website asks for, you’re leaving a lot of pipeline on the table.

Here’s the problem: not everyone is ready for a sales call on day one.

→ Some visitors are curious.
→ Some are comparing options.
→ Some are just trying to figure out what your product actually does.

If your site only gives them one door to walk through, most of them won’t walk through it. They’ll bounce, hesitate, or worse: go check out a competitor who meets them where they are.

That’s why I build websites with 𝐦𝐮𝐥𝐭𝐢𝐩𝐥𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐩𝐚𝐭𝐡𝐬; each designed for different levels of intent and buyer readiness. 

→ Low intent
→ Mid intent
→ High intent

The goal isn’t to convert 𝑒𝑣𝑒𝑟𝑦𝑜𝑛𝑒 right now.

It’s to move 𝑒𝑎𝑐ℎ 𝑣𝑖𝑠𝑖𝑡𝑜𝑟 one step closer to taking action on their terms.

Because a SaaS website isn’t a landing page.

It’s a journey, and your job is to guide it.

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From Curious to Committed Building Conversion Paths That Match Intent

If your SaaS site feels solid but conversions are slow, 
You’re not alone.

This is the pain we see most often:

The site looks clean and modern. 
The branding feels good.

But leads? Low.

Conversions? Sluggish.

And no one on the team can agree on 
what’s actually wrong.

Here’s what we’ve found after studying the best-performing SaaS websites out there: Stripe, Jasper, Loom, Canva, Notion, and more.

The best sites don't just 𝘭𝘰𝘰𝘬 good. 
They get this stuff right:

𝗧𝗵𝗲𝘆 𝗹𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝘃𝗮𝗹𝘂𝗲
Visitors understand what’s in it for them immediately.

𝗧𝗵𝗲𝘆 𝗯𝘂𝗶𝗹𝗱 𝘁𝗿𝘂𝘀𝘁 𝗳𝗮𝘀𝘁
Logos, proof points, and social validation are 
front and center.

𝗧𝗵𝗲𝘆 𝗺𝗮𝗸𝗲 𝗮𝗰𝘁𝗶𝗼𝗻 𝗲𝗮𝘀𝘆
Fewer clicks, smarter CTAs, and short forms that actually get filled out.

𝗧𝗵𝗲𝘆 𝘀𝗵𝗼𝘄, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘁𝗲𝗹𝗹
Live demos, smart visuals, and product UI where 
it matters.

𝗧𝗵𝗲𝘆 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝗿𝗲𝘀𝘂𝗹𝘁𝘀
Real outcomes, not feature lists.

𝗧𝗵𝗲𝘆 𝗴𝘂𝗶𝗱𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘁𝘆𝗽𝗲𝘀 𝗼𝗳 𝗯𝘂𝘆𝗲𝗿𝘀
From first-time visitors to multi-person committees.

𝗧𝗵𝗲𝘆 𝗿𝗲𝗱𝘂𝗰𝗲 𝗿𝗶𝘀𝗸
Pricing is clear. Value is obvious. The next step feels like a no-brainer.

If your SaaS website isn’t converting the way it should, it’s not a design problem.

It’s a clarity, trust, and messaging problem.

The good news? That’s fixable.

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7 SaaS Websites That Convert (& What They’re Doing Right)

Feature pages don’t sell. 
Outcomes do.

When someone lands on your SaaS website, they don’t care that your product integrates with 42 tools, has 99.9% uptime, or uses military-grade encryption.

At least, not yet.

What they 𝑎𝑐𝑡𝑢𝑎𝑙𝑙𝑦 want to know is:

→ Will this help me hit my goals faster?

→ Will it solve that frustrating problem my team keeps talking about?

→ Will it make my life easier, my job less chaotic, or my results look better?

And you won’t answer that with a wall of features. Because features are just facts. Outcomes are the reason those facts matter.

So instead of saying:

 ❌ “Advanced reporting tools with 
customizable dashboards”

 Say:

✅ “Get instant visibility into what’s working, so you can double down and scale faster.”

Instead of:

❌ “Multi-user role permissions with audit trail”

 Say:

 ✅ “Give your team autonomy without sacrificing control or oversight.”

It’s not that features don’t belong.

They do. But only after someone understands what’s in it for them.

Your SaaS website should lead with outcomes.

The features are just how you get there.

What’s the best example you’ve seen of a SaaS brand turning a dry feature into a powerful benefit?

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Ever wonder why some lead gen content converts, and others fall flat? 
It’s all about timing.

Content timing is a game-changer in lead generation. If your message hits the right person at the wrong time, it’s like giving them a party invite while they’re stuck in traffic. But get the timing right, and you’ve got a party in their inbox.

Let’s break down how timing affects conversions and why it matters:

You wouldn’t offer a discount code to someone just entering your website, right? Timing should align with the buyer’s journey. 

Here’s how:

𝗧𝗼𝗽 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 (𝗧𝗢𝗙𝗨):
Content here is all about awareness. Think blog posts or infographics. The goal? Get them interested enough to keep reading. Offer your content 𝘣𝘦𝘧𝘰𝘳𝘦 the user even thinks about making a decision. 

𝘌𝘹𝘢𝘮𝘱𝘭𝘦: 𝘈 𝘧𝘳𝘦𝘦 𝘨𝘶𝘪𝘥𝘦 𝘰𝘳 𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘺 𝘳𝘦𝘱𝘰𝘳𝘵.

𝗠𝗶𝗱𝗱𝗹𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 (𝗠𝗢𝗙𝗨):
Now that they’re aware, they’re looking for solutions. Webinar invites or case studies work great here. Something that speaks to the value you bring. Timing it right means catching them when they’re deciding whether or not to take the next step.

𝗕𝗼𝘁𝘁𝗼𝗺 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 (𝗕𝗢𝗙𝗨):
This is where your content should be action-oriented. Timing is everything here. Offering a demo or consultation at the right moment, right after they’ve seen your value in action, can push them over the line. 

𝘌𝘹𝘢𝘮𝘱𝘭𝘦: “𝘚𝘪𝘨𝘯 𝘶𝘱 𝘯𝘰𝘸 𝘧𝘰𝘳 𝘢 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘪𝘻𝘦𝘥 𝘤𝘰𝘯𝘴𝘶𝘭𝘵𝘢𝘵𝘪𝘰𝘯.”

You also need to consider the timing on each channel. 

Where are your leads hanging out, and when?

𝗘𝗺𝗮𝗶𝗹:
People check their inboxes at certain times. For B2B, sending emails around Tuesday or Wednesday mornings can improve open rates because it’s when people are catching up on the week’s work.

𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮:
Lead gen content on platforms like LinkedIn should be posted when your audience is active. For B2B, mid-morning and mid-afternoon on weekdays tend to 
work best.

Timing isn’t just about when you post. It’s about when your audience is most ready to take action.

So, what’s the best time to push that lead-generating content? When your audience is primed, informed, and ready to make their next move.

𝘞𝘩𝘢𝘵’𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺 𝘧𝘰𝘳 𝘵𝘪𝘮𝘪𝘯𝘨 𝘺𝘰𝘶𝘳 𝘭𝘦𝘢𝘥 𝘨𝘦𝘯 𝘤𝘰𝘯𝘵𝘦𝘯𝘵? Drop your best tips in the comments!

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The Power of Content Timing in Lead Generation

Great content still matters. 
But so does how AI sees it.

I’ve been rethinking how I structure content lately, not just for readers, but for the AI models summarizing, citing, and serving it up in search.

Because AI-assisted tools like Google SGE, ChatGPT, and Perplexity aren’t just “reading” your content. They’re scanning, parsing, and cherry-picking what feels clear, credible, and easy to extract.

And if your content isn’t structured in a way that plays nicely with these models, it might never make the cut.

I still write for humans first, always.

But I’ve started doing a few key things to make sure the content is AI-friendly too:

→ Clear, logical structure
→ Answer-first writing
→ Semantic clarity
→ Context-rich sections
→ Credibility cues

I still obsess over voice, flow, and clarity for the human reader. But now I also think about how a model will break down the page.

If AI is part of the search experience, then structure is part of the strategy.

It’s not just about ranking anymore. It’s about being referenced, summarized, and surfaced everywhere your audience is searching for answers.

How are you adjusting your content strategy for AI-assisted search?

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Ways to Make Your Content AI

The first 600 pixels decide everything. 
Clarity wins, or visitors bounce.

The hero section of your SaaS website is your first impression, and for most visitors, it’s also your only shot.

They won’t read your blog. They won’t scroll to your product tour. They won’t even 𝑠𝑒𝑒 your pricing page if your hero section doesn’t do its job.

That top 600 pixels has to work hard.

It needs to tell people what you do, who it’s for, and why they should care. Quickly.

Because if a visitor has to guess what your product does or assume it’s not for them, they’re gone.

Let’s break down what separates a SaaS hero section that drives conversions from one that quietly repels them:

𝐀 𝐠𝐨𝐨𝐝 𝐒𝐚𝐚𝐒 𝐡𝐞𝐫𝐨 𝐬𝐞𝐜𝐭𝐢𝐨𝐧:

→ Clearly states what the product does

→ Calls out the problem or pain it solves

→ Makes it obvious who it’s for

→ Has a CTA with purpose and clarity

→ Uses visuals that support the message, not distract from it

𝐀 𝐛𝐚𝐝 𝐒𝐚𝐚𝐒 𝐡𝐞𝐫𝐨 𝐬𝐞𝐜𝐭𝐢𝐨𝐧:

→ Uses vague jargon like “empowering innovation 
at scale”

→ Tries to be clever instead of clear

→ Doesn’t say who it’s for or why it matters

→ Relies on a single CTA like “Learn More” with 
zero context

→ Has generic graphics that don’t explain or reinforce the value

People don’t scroll when they’re confused.

If your hero section doesn’t earn their attention and explain your value in a matter of seconds, you’re not losing traffic. You’re losing opportunity.

So before you tweak your colors or redesign the footer, ask yourself: D𝑜𝑒𝑠 𝑦𝑜𝑢𝑟 ℎ𝑒𝑟𝑜 𝑠𝑒𝑐𝑡𝑖𝑜𝑛 𝑚𝑎𝑘𝑒 𝑠𝑜𝑚𝑒𝑜𝑛𝑒 𝑤𝑎𝑛𝑡 𝑡𝑜 𝑘𝑒𝑒𝑝 𝑔𝑜𝑖𝑛𝑔 𝑜𝑟 𝑐𝑙𝑖𝑐𝑘 𝑎𝑤𝑎𝑦?

Drop your favorite SaaS hero section in the comments, or one that totally missed the mark.

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If they don’t get it, they won’t stay. 
Clarity is your real conversion tool.

I like to think of a homepage like the front door of 
a store.

Imagine walking in and no one greets you.

No signage. No layout. No idea what’s being sold.

You’d walk right back out.

And that’s exactly what happens when a SaaS homepage isn’t clear.
I’ve seen it over and over.

First-time visitors show up, scan quickly, and if they can’t immediately understand what you do and why it matters, they bounce.

So when I’m working on homepage messaging, here’s what I focus on:

→ Say what you do, fast
→ Lead with a problem, not a pitch
→ Focus on outcomes, not just features
→ Social proof is non-negotiable
→ Guide the next step

For me, a homepage isn’t a company bio.

It’s our elevator pitch. Our value prop. Our best chance to turn interest into action.

Seen a SaaS homepage that really nailed it? Or struggling to fix your own? Share in the comments.

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"We just need something simple for now.”
The famous last words before spending twice as much six months later.

I’ve seen it happen more times than I can count.

A company chooses the lowest web quote, thinking it’s a smart, lean move.

At first, it 𝑓𝑒𝑒𝑙𝑠 like a win. The site launches. 
It looks decent.

But soon, the cracks show:
→ It doesn’t convert
→ It’s clunky to update
→ The messaging falls flat
→ Support is nowhere to be found

Now they’re back at square one, with a tighter budget, more urgency, and a deeper sense of frustration.

Cheap websites usually aren’t just “simple.”

They’re under-researched, under-designed, 
and underperforming.

And while the price tag might be smaller upfront, the long-term cost is much higher.

Here’s what that actually looks like:

→ Lost leads and revenue
→ Wasted internal time
→ Expensive rework and rebuilds
→ Brand credibility issues
→ Missed enablement opportunities

Meanwhile, a website built with the right strategy and structure doesn’t just look better.

It functions as a growth engine. It helps you close deals faster. It supports your team. It scales with your business.

Have you ever had to rebuild a website that wasn’t built right the first time? What do you wish you’d 
done differently?

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graphical user interface, text, application, Teams

UX vs UI: 
The Dynamic Duo Every Website Needs! 

Here’s the thing: UX and UI are often mistaken for the same thing, but in reality, they’re like Batman and Robin. Each has their own superpowers, and they need each other to save the day. 

𝗨𝗫 (𝗨𝘀𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲): 
Think of UX as the master planner. 

It’s all about how a user feels when they interact with your website or app. 

Is it intuitive? Easy to navigate? Does it solve their problem without them even realizing it? 

That's the magic of UX: making the experience smooth and seamless. 

𝗨𝗜 (𝗨𝘀𝗲𝗿 𝗜𝗻𝘁𝗲𝗿𝗳𝗮𝗰𝗲): 
Now, UI is the artist. 

It's about the visuals: the buttons, the fonts, the colors, and everything that makes your website look polished and inviting. 

If UX is the blueprint, UI is the design that brings it 
to life. 

When combined, UX and UI work together like a finely tuned machine to create a website that not only looks good but feels right.

What's the biggest challenge you've faced when balancing UX and UI on your website?

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taplio

The Battle

Bo Royal

Jeff Gapinski

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The Battle

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Jeff Gapinski

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bo Royal's LinkedIn Performance

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