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How law firms actually lose and win matters.

Writing from the build side—intake mechanics, attribution that reaches the retainer, and where AI belongs in a law firm. No growth-hacking, no webinars.

AIAugust 4, 2026 · 8 min read

What an AI receptionist should and shouldn't do at a law firm

AI answering a law firm's phone raises real questions about advice, confidentiality, and disclosure. Here's the line we draw and why.

MarketingJuly 28, 2026 · 7 min read

Stop reporting cost per lead. Start reporting cost per signed case.

Cost per lead is the most misleading number in legal marketing. Here's why it drives bad budget decisions, and what it takes to replace it.

IntakeJuly 14, 2026 · 6 min read

The five-minute rule: why response time decides who signs the case

Most law firms lose matters they already paid to generate, and the cause is almost always the gap between a lead arriving and someone responding.

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