Why AI implementation fails, and how to fix it
If you’re wondering why your AI pilot project stalled, or why your team still prefers sticky notes to smart tools, you’re not alone.
The invisible work behind effective content
Content strategists are not underpants gnomes.
There. I’ve said it.
How to spot a legaltech snake oil salesman
Not all shiny new AI tools are built to serve your clients or your firm. Here’s how to tell who’s full of it.
There’s something oddly familiar about the new generation of legaltech and AI tools flooding your inbox. Maybe it’s the breathless pitches: “Revolutionize your practice.” “Automate your casework.” “Win more clients without lifting a finger.”
How to navigate change (and why your team hates it so much)
The first time we rolled out an AI-powered tool to a team, I was so excited. My own experiments showed promise. The case studies and research suggested it could be a game changer for LaFleur. We were going to streamline processes, eliminate bottlenecks, and make everyone’s lives easier.
How do you calculate digital marketing ROI? A guide for strategic growth
Digital marketing strategy can get expensive fast. And when your data doesn’t make sense—or worse, when there are no numbers at all—you’re flying blind. That’s how “strategies” start running on vibes and gut feeling instead of actual outcomes. The solution? Clear, consistent ROI tracking.
AI wrote it. Now what? How to edit AI copy (and why you need a human editor)
You asked a generative AI tool to write a blog post for your firm or practice’s website. In seconds, it delivered a clean, confident draft. It’s grammatically correct. The formatting is fine. The tone is neutral but passable. And you think, “This might actually work!”
LSA vs. PPC: What’s the difference and how to choose the best ad strategy for your firm
Online advertising has changed how law firms connect with potential clients. But with more platforms and ad types than ever, it’s easy to feel overwhelmed. Should you run Google Local Services Ads (LSAs) as part of your advertising strategy? What about traditional pay-per-click (PPC) campaigns?
The short answer: It depends on your goals, your practice area, and how much control you want over your marketing strategy. Let’s break it down.
Local SEO for law firms: Why local search engine optimization matters
Local SEO for law firms isn’t about convenience or vanity metrics—it’s about survival. In today’s hyper-competitive legal landscape, legal consumers don’t pick attorneys at random; they search with a very specific intent. They’re not casually browsing—they’re urgently seeking solutions. They need help now, and they’re looking locally. If you’re not visible exactly when and where these clients are searching, you’re effectively invisible.
Data literacy for leaders: How to read, interpret, and act on your marketing insights
Data literacy for leaders isn’t optional anymore
A few years ago, I sat in a meeting with a managing partner who was convinced that their CTV (connected TV) ad impressions weren’t driving leads. It was a hunch. A gut feeling. And it was wrong.
Branding for law firms: Why it matters more than you think
Insights from Chip LaFleur’s conversation with Jon Czeranna, Executive Director at Wit & Craft