Attorney Journals, Orange County, Volume 238

ORANGE COUNTY

Is Traditional SEO Dead? Google’s Danny Sullivan on AI Search

by Laurie Villanueva

It’s the question keeping legal marketers up at night: “With the rise of AI-powered search, is traditional SEO still worth the investment?”

If you’ve been fielding questions from stakeholders asking for Artificial Intelligence Optimization (AIO) or wondering why your firm isn’t pivoting its entire strategy to optimize for ChatGPT, you’re not alone. The search landscape is shifting, and Google’s introduction of AI Overviews has created a climate of uncertainty. However, the panic about the “death of SEO” is largely overstated. Google’s Search Liaison, Danny Sullivan, recently addressed these concerns. His message was clear: You do not need to choose between traditional SEO and AI optimization. In fact, trying to separate them could be a costly mistake for your firm.

The “New Stuff” is Built on the “Old Stuff”

When tools like Google’s AI Mode and AI Overviews arrive on the scene, the instinct is to demand a specific strategy for those platforms. Sullivan acknowledged that SEO professionals are in a tough spot when stakeholders demand “the new stuff.” However, he warns against inventing something entirely new merely out of appeasement.

Instead, Sullivan explained that the best way to succeed with AI Overviews is to continue executing the fundamental SEO practices that have always worked. He advised telling stakeholders, “These are continuing to be the things that are going to make you successful in the long-term… I’m keeping an eye on it, but right now, the best advice I can tell you when it comes to how we’re going to be successful with our AEO is that we continue on doing the stuff that we’ve been doing because that is what it’s built on.”

The “fancy new thing” is built upon the foundation of the “same old thing.” Google’s AI is trained to look for high-quality, helpful, and authoritative content, the exact same metrics traditional SEO has prioritized for years.

Abandoning SEO Won’t Help Your Firm’s ROI

There is a growing trend of “AI Optimization” services suggesting that businesses should tailor their content specifically to rank in chatbots like ChatGPT, Claude, or Perplexity. This often involves creating listicles or tweaking keyword phrases in ways that feel spammy, tactics that reputable SEOs abandoned nearly two decades ago.

Before you pivot your budget to chase chatbot visibility, you must look at the numbers.

The search traffic share for these standalone AI chatbots is a fraction of a percent. Estimates place ChatGPT’s search market share between 0.2% and 0.5%, with competitors like Claude registering close to zero.

Compare this to Google and Bing, which still command the vast majority of global search traffic. From a Return on Investment (ROI) perspective, prioritizing AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization) over traditional search makes zero sense. You would be optimizing for a microscopic segment of the audience while neglecting the platform where your actual customers are searching.

The Risks of Over-Complication

Google’s AI Overviews and AI Mode are different from standalone chatbots, but the underlying machinery remains the same. Sullivan confirmed that the ranking systems powering these AI interfaces are still based on Google’s classic search algorithms.

If you start bifurcating your strategy by creating one type of content for “Search” and another for “AI,” you risk overcomplicating your marketing operations. Sullivan warned that dramatic shifts in strategy to chase AI rankings often lead to confusion rather than success, “The more that you dramatically shift things around, and start doing something completely different… the more that you may be making things far more complicated, not necessarily successful in the long term.”

Simple, high-quality content remains the gold standard. If you muddy the waters with complex, divergent strategies, you may dilute your overall authority.

The Evolution of Technical SEO

If content is king, what happens to the technical side of SEO?

During the same discussion, Google’s John Mueller offered an interesting perspective on the evolution of technical SEO. In the early days of the internet, simply making a site accessible to a crawler required significant technical heavy lifting.

Today, modern Content Management Systems (CMS) have changed the game.

Mueller pointed out that platforms like WordPress, Wix, and Squarespace now handle the majority of technical SEO requirements “out of the box.” This doesn’t mean technical SEO is dead; complex sites still require expert architectural management. But for many businesses, the barrier to entry has lowered.

Sullivan agreed, noting that this shift is positive. It allows marketers and business owners to stop stressing over backend code and focus on what truly matters: the content. Sullivan notes, “I don’t even want to think about this SEO stuff anymore. I’m just getting back into the joy of writing blogs … That’s what we want you to do. That’s where we think you’re going to find your most success.”

By letting the CMS handle the technical baseline, your team can dedicate its resources to creating the kind of deep, expertdriven content that feeds both the traditional search engine and the AI Overview.

How SEO and AIO Work Together

The verdict is clear: SEO and AIO are not enemies. They are partners. Optimizing for traditional search is, by definition, optimizing for AI Overviews. The AI needs a source of truth. It needs clear, structured, and authoritative data to generate its answers. If your website provides that through solid SEO practices, you are positioning yourself to win in both arenas. So, what does a robust SEO/AIO strategy look like?

• Stick to E-E-A-T: Google’s criteria for Experience, Expertise, Authoritativeness, and Trustworthiness apply to AI just as much as traditional links. Ensure your content is written by experts.

• Provide Comprehensive Answers: Platforms like AI Overviews leverage “query fan-out” to break down single, complex queries into multiple, specific sub-queries. When writing about a topic, aim to be as comprehensive as possible. For example, if you’re working on a blog about “divorce” in a particular state, be sure

to cover all the angles, from child custody and asset division to alimony and mediation vs. litigation.

• Focus on Readability: If a human struggles to read your content, an AI likely will too. Use clear sentence structure, avoid legalese, and use headings and bullet points to ensure scanability.

• Don’t Chase Algorithms: Algorithms change daily. If you prioritize writing for the human user, you are future-proofing your content against whatever update comes next.

SEO/AIO For Law Firms: A New Visibility Paradigm

The arrival of AI in search is a significant technological shift, but it does not require a complete reinvention of your marketing wheel. As Danny Sullivan advises, the “fancy new thing” is rarely as sustainable as the foundational practices that built it. The path forward is one of integration, not separation. You don’t need to view AI Overviews as a separate channel that requires a new budget and an entirely new strategy. Instead, see it as the evolution of search, one that rewards the same high-quality, expert-driven content you should already be producing. Focus on your audience. Answer their questions. Demonstrate your expertise. If you do that, the algorithms, human-coded or AI-powered, will follow. n

Laurie Villanueva is the Director of Content at Good2bSocial, where she writes and refines copy for social media, websites, digital ads, email newsletters, and more for law-firm clients. She holds a degree from Penn State University and brings over 14 years of copywriting experience, including serving legal marketing clients before joining Good2bSocial. Learn more at www.good2bsocial.com.

Do you know how effective this marketing tactic is? How much profit (or loss) is attributed to a specific marketing expense—what’s my ROI? It’s a question we get asked every day. Understanding the return on your investment (ROI) can be tricky. Especially in professional services, most clients’ hiring decisions are based on a combination of factors, so it can be difficult to attribute a new client to one specific marketing line item. Often a potential client will become aware of your services in multiple ways, frequently through a referral from a trusted friend or business associate, perhaps building a relationship with you over time and eventually hiring you when an immediate need presents itself.

Firms want to understand the best places to spend limited marketing dollars. For very large firms, it may make sense to put sophisticated tracking mechanisms into place for determining the relative contributions of various marketing tactics to the client development process. For smaller shops, a few basic and manageable measures may prove helpful enough without creating an undue burden. The following are a few guiding thoughts.

Begin With the End in Mind

At the start of each marketing campaign or activity, ask yourself what success will look like. What is the business driver for your campaign? Are you trying to drive revenue for a specific type of work? Increase traffic to your website? Do you need to recruit talented associates? Are you supporting a succession plan to transfer firm ownership to the next generation of leaders?

How we measure marketing and public relations results has evolved over the years. As digital platforms offer increasingly sophisticated tracking insights, there are new data points and ways to measure online results. But “real world” activities require a more human touch. In any case, you don’t have to measure everything possible to gain useful insights into the effectiveness of your marketing spend. Instead, start with a few manageable objectives that support your overall business goals and build on them over time.

Define Your Goals

If your goal is to increase traffic to your website, think through the why, the how, and, most importantly, the where. Is your inbound traffic visiting the right pages of your site to take the next step in their journey with you? Set up key event goals to track in Google

Return on Investment (ROI): Measuring Marketing Effectiveness

by Lydia Bednerik Neal

Analytics 4 (which has replaced Universal Analytics). In addition to looking at simple site visits, track where and how long people spend time on your site. Did they follow a call to action (CTA), such as downloading information, filling out a form, or contacting the firm?

If you invest in a conference exhibit booth, plan ways to track the number (and quality) of attendee contacts made during the event. Were you able to convert these people into LinkedIn connections, newsletter subscribers, follow-up calls, or other measurable post-event activities? A firm can look at successful results through many different lenses, each as one stepping stone to building practice success.

Tracking

Whatever your ultimate goal, you’ll need a way to track results. It’s helpful to start with a baseline prior to initiating your activity. For example, if your goal is to gain more clients in a particular practice, you’ll need to know how many matters you have in that area and where your clients have come from historically. If you haven’t been tracking referral sources in the past, do the best you can to gather the information and then begin a system for tracking this going forward. The most common way would be to have a “Referred by” field or two associated with your intake process. Ask every potential client how they found you, even if they don’t end up hiring you. You’ll want a way to generate reports based on this information, whether as part of an accounting system, a contact relationship management platform (CRM) or a simple Excel spreadsheet.

Reviewing your referred-by information at regular intervals, you can attach revenues generated (or projected) on those specific matters to determine the ROI of the marketing you do. Keep in mind, that the client may tell you that their accountant referred you, but you’ll want to try to understand how that accountant met you in the first place. Perhaps it was because you spoke at an accounting industry event or met them through a networking forum. Those insights will help you to identify the ROI of your various activities. Depending on the volume of data you will need to digest, track, and report, it may be beneficial to standardize some

information. For example, you might want to have a set of general categories on which you can sort and filter, such as “Print Ads,” “Organic Internet Search,” and “Conferences,” as well as a freeform field for additional information, such as the name and firm name of a specific referral source or the name and year of the conference or advertising campaign. Memories will fade, so the more specific you are now, the better your future decision-making will be.

Quantity vs. Quality

Many traditional (and even current digital) sales funnel principles are developed from a consumer products (and services) perspective. This model assumes that casting a very wide net (i.e., being in front of a high volume of eyeballs) will equate to higher sales. For some aspects of your marketing, this may offer some useful guidance. Especially if you run a practice that relies on reaching clients who are likely to use your services only once, such as personal injury or consumer bankruptcy.

In these cases, you can look at the cost of, for example, a pay-per-click (PPC) campaign and track how many qualified leads contact your office based on that campaign. Then, determine how many of those contacts convert into actual clients. Of course, there is a lot that happens between those two events, so make sure you are not making false assumptions about effectiveness. For example, if many people contact your office based on an advertisement, but you don’t respond to the majority of them until three days after initial contact, most of those people probably won’t become clients. In that case, the activity generated from your marketing spend might be high (demonstrating a high ROI for driving clients to the firm), but your lack of follow-through may be crushing your conversion rate (creating a low ROI when measuring the number of actual new clients gained).

Many legal practices and B2B services have long sales cycles. These firms may need to spend more dollars (and time) on long-tail initiatives that deepen relationships with key referral sources or concentrate on building impressive credentials for their attorneys showcasing niche expertise. While it is rare that publishing a single article in an industry trade publication will cause the phone to ring with a new client, having that publication listed on an attorney’s bio will likely be an influencing factor in their assessment of the attorney’s expertise. These types of activities will be harder to attribute individually to a specific client acquisition. However, they are worthwhile as contributing factors, making their cumulative effect very powerful. In these cases, the most important measure may not be the number of reader impressions with potential clients or referral sources, but rather ensuring that the activities are targeted to engage the right specific people with hiring or influencing authority—typically a small subset of individuals.

Measuring What Matters

There are nearly limitless metrics you can use to determine whether a marketing campaign is effectively supporting your goals. Here are a few more ways to think about the question of ROI.

• If the firm is expanding into a new geography, is your marketing generating new leads originating from that location? Are website visitors engaging with content that is specifically relevant to that location?

• If the firm places digital ads with a publication, have you set them up with tracking links so you can see the number of visitors that come to your website directly by clicking on that ad? Are you testing and tracking different versions to continuously improve on your results?

• If you want to showcase niche expertise, have you increased the volume of content published on the topic (via blogs, article placements, podcast appearances, videos or other media)? Are you leveraging that content across multiple platforms? How are your audiences engaging with that content?

Final Thoughts

Be patient. Remember that marketing requires consistency. Just because you become bored with your campaign and are ready to move on to the next shiny marketing object doesn’t mean that you’ve even scratched the surface of market penetration. Some say that it takes seven impressions before your audience will consciously process your advertising message. Of course, having the right solution communicated to a potential client exactly when they need that particular service is the secret sauce. Since you rarely know when that is going to be, having a consistent presence is the key.

The value of any marketing activity is ultimately how well it helps support your business goals. You don’t have to address all of the aspects discussed above with a complete overhaul of your marketing program, especially if you are a small team or managing a limited budget (and let’s be honest, who isn’t?). Rather, identify one goal, build a targeted campaign around that, and measure it (ideally, you’ll have a baseline based on historical data). Try new things, measure, analyze, and adjust. If you aren’t seeing the needle move after a reasonable period, try something different. The better you focus your marketing and business development activities in support of specific firm goals, the more you will realize a positive return on your marketing investments. n

As the head of the agency’s Marketing Services division, Lydia Bednerik Neal helps clients “level-up” their marketing efforts to create greater visibility. Working with clients at the firmwide, practice group and individual levels, she helps guide strategic planning and the creation of marketing and business development initiatives, as well as overseeing and, often, assisting with plan implementation. She works closely with Blattel’s media relations team to identify compelling content themes and secure opportunities—from byline article placements and media sourcing to conferences and speaking engagements. Learn more at www.blattel.com.

Networking is not simply a social exercise. It is a core business skill. The ability to build trust, strengthen relationships, and create meaningful connections is essential to leadership success. Whether you are attending an industry conference, client reception, or company event, approaching networking with intention allows you to show up confidently and make every interaction count. Below are eight practical strategies to help you navigate any room with purpose and polish.

1. Prepare With Intention. Effective networking begins well before you arrive. Review the event agenda and attendee list when available, and identify a few individuals you would like to meet. Learn about their roles or recent initiatives to uncover shared interests or potential synergies. Set a goal for the event, whether reconnecting with a client, expanding your industry network, or staying informed on market trends. Prepare a few open-ended conversation starters, such as “What developments are you seeing in your sector this year?”

2. Make a Strong First Impression. Your first impression sets the tone. Enter the room with confidence by standing tall, making eye contact, and offering a warm smile. A composed, approachable presence signals professionalism and credibility before the first word is spoken.

3. Refine Your Introduction. A confident introduction makes conversations feel natural and focused. In 20 to 30 seconds, share who you are, what you do, and the value you bring to your organization. For example, “I am [Name], and I work with [Company]’s legal team supporting strategic decisionmaking while ensuring regulatory alignment. My focus is on translating complex legal issues into practical business solutions that help drive growth.” Keep it conversational and tailor it to the audience. End with an invitation to engage, such as “What about you? What’s your role, and what’s been exciting in your work lately?”

4. Build Rapport Through Authentic Conversation. While small talk opens the door, genuine connection comes from meaningful exchange. Start with the event or industry news and then transition to professional interests. Sharing a thoughtful perspective or personal insight makes interactions more memorable and fosters trust. Allow the conversation to unfold naturally and avoid overly personal questions.

Own the Room: Networking Strategies for Business Leaders

by Brook Redmond

5. Listen With Purpose. The most impactful networkers are excellent listeners. Maintain eye contact, offer thoughtful follow-up questions, and stay fully present by putting technology aside during conversations. Demonstrating authentic interest builds rapport and makes others feel valued, which strengthens professional connections. People remember how you made them feel, and genuine interest builds trust.

6. Position Yourself Strategically. A few logistical details can enhance your networking flow. Wear your name badge on your right side so it is easy to see during introductions, and keep your right hand free for greeting. If you arrive alone, begin near natural conversation hubs such as the registration desk or refreshment area. These spaces create easy opportunities to engage organically.

7. Exit Conversations With Grace. Knowing how to transition elegantly is as important as the introduction. Thank your conversation partner and suggest a natural next step, such as connecting on LinkedIn, continuing the discussion by email, or meeting for coffee. Introducing them to another attendee is also a thoughtful way to expand mutual connections before moving on.

8. Follow Up to Strengthen Connections. True networking happens after the event. Send a personalized message within 48 hours referencing something specific from your conversation. Connect on LinkedIn with a brief note. Share relevant insights or introduce them to a helpful contact. Consistent, genuine follow-up transforms brief encounters into long-term professional relationships.

The Bottom Line

Owning the room does not mean being the loudest voice. It means being intentional, confident, and authentic. Preparation, presence, and thoughtful follow-up empower you to turn everyday networking moments into lasting business relationships. n

Brook Redmond is the Director of Business Development at the law firm Baker Donelson, overseeing marketing strategies, attorney development, and client relationship building, having advanced through roles at the firm since 2005, with a background in philosophy and political science from The University of Alabama. She’s also involved with the Legal Marketing Association (LMA), demonstrating leadership in legal marketing. Learn more at www.bakerdonelson.com.

For Clients Whose Lives Were Permanently Changed A premier law firm handling and welcoming referrals or partnering with lawyers/law firms on very serious injury and wrongful death cases. When negligence causes catastrophic harm, results matter.

NOT A VOLUME LAW FIRM

Handling high-stakes claims and litigation including spinal injuries, those with permanent neurological damage, brain injuries, amputations, burns, life-altering injuries and deaths caused by the negligence of others. Our record reflects disciplined relentless preparation, with trial strategy and willingness to take cases all the way.

Practice Focus

• Spinal Injuries

• Brain Injuries

• Loss of Limbs & Amputations

• Serious Back Injuries

• Neurological Injuries

• Loss of Sight, Hearing or Other Senses

• Orthopedic Injuries

• Other Serious & Catastrophic Injuries

CALIFORNIA COURT OF APPEAL

Arbitration

California Case Summaries New California Civil Cases

by Monty A. McIntyre, Esq.

These recent case summaries were provided by Monty A. McIntyre, a mediator, arbitrator and referee at ADR Services, Inc., and come from his online publication California Case Summaries™ (https://cacasesummaries.com), which helps California civil lawyers and law firms win more cases by always knowing the new case law in their practice areas. At ADR Services, Monty handles cases in the areas of business, employment, insurance, probate, real property and torts. To schedule a matter, contact Monty’s case managers, Rachael Boughan, rboughan@adrservices.com, (619) 233-1323, or Haward Cho, haward@adrservices.com, (213) 683-1600.

LaCour v. Marshalls of California (2025) _ Cal.App.5th _ , 2025 WL 3731034: The Court of Appeal affirmed the trial court’s order denying defendant’s motion to compel arbitration of a former employee plaintiff’s single-count PAGA action. In denying the motion, the trial court reasoned that “there is no such thing as an ‘individual PAGA claim’ ” that could be severed and compelled to arbitration. The Court of Appeal affirmed, holding that—based on ordinary contractinterpretation principles and the parties’ mutual intent when the arbitration agreement was signed in 2014—the arbitration agreement did not clearly reflect an agreement to arbitrate “individual PAGA claims,” so defendant was not entitled to compel arbitration notwithstanding Viking River Cruises, Inc. v. Moriana (2022) 596 U.S. 639 and related post-Viking River developments. (C.A. 1st, Dec. 24, 2025.)

Attorney Fees

Evleshin v. Meyer (2025) _ Cal.App.5th _ , 2025 WL 3101271: The Court of Appeal reversed the trial court’s order denying defendants’ postjudgment motion for attorney fees. Following a bench trial the trial court entered judgment in favor of defendants, the sellers of a Santa Cruz home, and found them to be the prevailing parties in a lawsuit filed by plaintiffs/ buyers alleging breach of contract and fraud. In the purchase agreement the parties agreed to mediate if there was a dispute. If one party refused to mediate they would lose the right to recover attorney fees if they later prevailed. Based upon these provisions, the trial court denied defendants’ motion for attorney fees on the grounds that defendants had refused to mediate, and although they were the prevailing they had lost the ability to recover attorney fees. The Court of Appeal

disagreed, concluding that the trial court erred in reading the contract’s mediation clause to impose a forfeiture where there was evidence in the record that could support a conclusion that while defendants’ initially declined to mediate, they reopened the door to mediation before the lawsuit was filed. The case was remanded for further proceedings. If the trial court finds on remand that defendants retracted their initial refusal to mediate and expressed a willingness to mediate before the lawsuit was filed, the disentitlement provision in the contract would not apply. (C.A. 6th, November 6, 2025.)

Johnson v. Rubylin, Inc. (2025) _ Cal.App.5th _ , 2025 WL 3687544: The Court of Appeal affirmed the trial court’s decision sanctioning plaintiff for failing to comply with Civil Code section 55.54(d)(7) by refusing to disclose in his earlyevaluation-conference statement the amount of attorney fees and costs he was claiming as of that time, and—after offering an alternative sanction of proceeding but not being able to recover attorney fees—dismissed the action with prejudice when plaintiff elected dismissal. The Court of Appeal affirmed, holding that section 55.54(d)(7)’s requirement to disclose claimed attorney fees and costs did not violate the attorneyclient privilege (distinguishing the decision in Los Angeles County Board of Supervisors v. Superior Court (2016) 2 Cal.5th 282). It also concluded the trial court’s sanctions procedure did not violate due process. (C.A. 6th, December 19, 2025.)

Employment

Dobarro v. Kim (2025) _ Cal.App.5th _ , 2025 WL 3228546: The Court of Appeal affirmed the trial court’s decision denying defendant’s appeal of a Labor Commissioner wage award to plaintiff because it was filed one day late. The trial court concluded the notice of appeal was untimely filed under Labor Code section 98.2. The Court of Appeal affirmed, concluding that the Labor Code section 98.2 deadlines for appealing a Labor Commissioner decision and for posting or seeking waiver of the undertaking are mandatory and jurisdictional, not subject to equitable tolling or the electronic-filing tolling

provision in Code of Civil Procedure section 1010.6, rejected defendant’s other arguments as meritless, declined to impose sanctions but published the opinion to clarify the law. (C.A. 1st, November 19, 2025.)

Torts

Gilliland v. City of Pleasanton (2025) _ Cal.App.5th _ , 2025 WL 3225067: The Court of Appeal reversed the trial court’s finding for defendant, in a bench trial on the liability of defendant under the immunity provided in Vehicle Code section 17004.7, in plaintiff’s action for personal injuries suffered when her car was hit by another driver who was being followed by a city police officer. The trial court concluded that defendant’s written vehicular pursuit policy and training complied with the statute and the other driver Elijah Henry believed he was being pursued, thereby rendering defendant immune from liability for plaintiff’s injuries and entering judgment in defendant’s favor. The Court of Appeal disagreed, concluding that held the term “pursued” in section 17004.7(b) (1) must be given a single meaning derived from the vehicular pursuit definition in the public entity’s policy (including the requirement that the suspect be attempting to avoid arrest), and the trial court applied the wrong legal standard in assessing Henry’s belief and improperly disregarded evidence that he did not think he was being pursued under that policy. The case was reversed and remanded for reconsideration of defendant’s

the immunity claim under the correct standard. (C.A. 1st, November 19, 2025.)

Trial

McDonald v. Zargaryan (2025) _ Cal.App.5th _ , 2025 WL 3704598: The Court of Appeal reversed the judgment for plaintiff, following a jury trial, where the jury awarded plaintiff future medical expenses of $1,872,900, past pain and suffering of $2 million, and for future pain and suffering was $10 million. The issue in this case was the fact that plaintiff first went to see a surgeon, Dr. Toorag Gravori, the week before trial and 16 months after the exchange of expert information. Seven days before trial, counsel for plaintiff blindsided the defense with a new medical expert with a new medical theory. The trial court denied defendants’ motion in limine to exclude plaintiff’s latedisclosed medical expert, permitted the expert to testify after an expedited deposition, and the jury returned the substantial verdict above for plaintiff that the court reduced to judgment. The Court of Appeal held the trial court abused its discretion by allowing the surprise expert to testify despite plaintiff’s failure to timely disclose the expert or seek leave to augment the expert list and the absence of any reasonable justification for the eveof-trial designation. The judgment was vacated and the case was remanded for a new trial. (C.A. 2nd, December 22, 2025.)

Results, Responsibility, and the Rule of Law

From Record-Setting Verdicts to Leading ABOTA San Diego, Bibianne Fell’s Rise Reflects a Commitment to Excellence On and Off the Trial Stage

by Dan Baldwin

During the last five years, Fell Law, PC went from a brand-new firm to its founder, Bibianne (Bibi) Fell being named 2026 Consumer Attorneys of San Diego’s Trial Lawyer of the Year, leading the San Diego Chapter of the American Board of Trial Advocates as its President, and achieving the Number 1 Premises Liability settlement in the United States in 2025 (Davis v. City of Encinitas, et al.).

This dramatic victory was only one of Fell’s career successes, which include: a $105 million verdict in a medical fraud cause, $15 million for workers in a wage and hour class action settlement, $5.3 million in a wrongful death case, $5 million in a medical malpractice case, $5 million for a boy who was hit while riding his bicycle, $4.19 million post-trial judgment in a tractor collision case, $5 million in a brain injury case, and many other high-value, but confidential, settlements.

Her recent honors follow a tradition of recognition for her professional achievements, including: 2022 and 2025 Finalist for Consumer Attorneys of California Consumer Attorney of the Year, 2019 and 2025 Consumer Attorneys of San Diego Outstanding Trial Lawyer Award, 2022 Society of Women Trial Lawyers’ Woman of the Year, 2021 Consumer of Attorneys of San Diego Outstanding Consumer Advocate Award, 2020 Pepperdine Trial Lawyer’s Conference Trial Lawyer of the Year and 2018’s second-largest Personal Injury verdict in California, and one of 2018’s top 10 verdicts in the U.S. She has been honored as a Top 100 Women Lawyers listee in Daily Journal, Lawdragon Top 500 Plaintiff’s Lawyers, and SuperLawyers top 50 honoree in the Southern California region.

“For me, the list of accolades is less important than the opportunity it gives me to use whatever platform I am given to be a responsible citizen—for our clients, for our profession, and for the next generation,” Fell says.

Presidential Agenda

Fell was sworn in as the 2026 San Diego Chapter President of the American Board of Trial Advocates last December. The American Board of Trial Advocates (“ABOTA”) is an invitation-only organization dedicated to the preservation of the right to trial by jury, the rule of law, and the highest standards of ethics, civility, and professionalism. Membership is granted only to those attorneys who have demonstrated a high level of excellence in the courtroom and a commitment to ethics, civility, and professionalism.

“I, of course, feel honored to be entrusted by my colleagues to lead such a prestigious organization. I simultaneously feel the weight of the responsibility to lead San Diego ABOTA at this time. ABOTA’s mission, message, and programs have never been more important to our community,” Fell says.

San Diego ABOTA’s impact in civics education includes: the Morse High School Project, which exposes high school students at the East San Diego school to careers in the legal system. Local attorneys, judges, and legal professionals, including courtroom staff and court reporters, speak to the high school students about their personal journeys and careers in the law and run a mock trial competition for the students. Teachers Law School is a one-day event where local teachers learn about our legal system from judges and attorneys. It is designed to excite and support local civics education. San Diego ABOTA also sponsors a local teacher to attend the national ABOTA Foundation’s Civics Summit, which brings teachers from around the country together to support each other in creating and teaching a civics education curriculum.

Responding to an increase in unfair criticism, public pressure, and even threats to and attacks on judges, San Diego

ABOTA created a Rapid Response team ready to support judges. “Our hard-working judges cannot directly respond to unfair public criticism. We are ready to respond for them in a way that educates the public on our judicial system so that unfair attacks do not erode judicial independence or public confidence in our justice system.

I am proud of the work that our chapter does and the example of civility and professionalism set by our members. We will continue to lead the field and support our community,” Fell says.

Educating Future Leaders in Law

Fell is a member of the Board of Visitors for the University of San Diego, School of Law, an adjunct professor of Advanced Trial Advocacy, a Program Director for the National Institute for Trial Advocacy, and a frequent lecturer at Trial Lawyer Associations across the country. “I think it is really important for those of us who have excelled in the field to give back in a way that shapes a better future for the profession. Teaching core skills, civility, and professionalism is a way that I can use my time and talents in a way that I hope encourages future leaders in law.”

Philanthropy

Fell gives back not only with her time, but also through philanthropy. She chooses the organizations and efforts most meaningful to her to support. “I try to choose one major effort to support in a larger, more meaningful way. My giving tracks the issues about which I feel most passionate—education, justice, and childhood cancer research.”

Fell endowed a diversity scholarship at USD School of Law, which gives a financial scholarship to one diverse law student every year.

Fell is an ABOTA Foundation PACESetter, which means she has given an endowment to the ABOTA Foundation. As a trustee for the (national) Foundation for ABOTA, Fell works to promote civics education, professionalism, and the rule of law. When Fell’s daughter was four years old, she was diagnosed with liver cancer (hepatoblastoma). Inspired by personal experience, Fell started a fund at Rady Children’s Hospital to create an Endowed Chair to attract and retain the best researchers and clinicians in the world for solid tumors in kids. With federal funding for childhood cancer research shrinking, institutions will need to rely on private donors more to fund research that saves lives. “A clinical trial saved my daughter’s life. I want to do what I can to improve outcomes for children and families who receive a cancer diagnosis.” Fell is also a board member for the Hepatoblastoma Resource Network, working to connect families with other families as mentors. “Staying connected to the childhood cancer community and seeing the familiar journey of other families continually ignites my desire to have a positive impact.”

Fell financially supports legislative efforts to maintain a fair justice system. “There are corporate efforts to put a finger on the scale of justice, including by limiting attorneys’ fees for

plaintiffs while allowing unlimited funding for defendants. Our adversarial system of justice only works when both sides have access to skilled advocates. Tipping the scale in either direction destroys fairness in the justice system.”

Scaling Down to Scale Up Client Service

Despite Fell’s diverse and meaningful impacts, her greatest passion remains practicing law. “I always wanted to be a trial lawyer, and I realized that I was not going to try cases in “big law,” or at least not as many or as often as I would like. When I looked around, it seemed like it was the plaintiff’s lawyers who were getting into trial. I decided to shift my area of law to an area where I would get to be in trial and work with individual clients 100 percent of the time,” Fell says.

After graduating magna cum laude from the University of San Diego School of Law in 2004, Fell handled complex commercial litigation and employment disputes at what was then the largest law firm in the country. While the work was intellectually challenging and rewarding, she made the decision to make the shift to representing those suffering serious injury and wrongful death.

Fell says, “I got to be in trial. I was good at it, and I was spending a lot more time talking to and helping individual people. I could see the life-changing results of my work in real time, which was deeply satisfying. I can’t say that making the switch was challenging. It felt like a breath of fresh air. I knew instantly this was where I was always supposed to be.”

Calling a Bluff

The Davis case is an example of how Fell’s transition to plaintiff work has achieved her goal of personal service to individual clients in serious need of legal services. Davis v. City of Encinitas involved a large, extended family enjoying an outing at the city’s Grandview Beach. A huge, multi-ton block of sandstone overlooking the beach collapsed and crushed three women. Fell represented their family members.

“The case was huge and consumed a lot of our bandwidth,” Fell says. In the Davis case, she uncovered that the defendants were repeatedly warned by scientists and engineers of potential life-threatening dangers posed by excessive water due to poor storm drain management and irrigation, and the growth of a heavy, water-laden ice plant creating an unstable sandstone environment. These conditions created an “acknowledged hazardous area” where “additional injuries would occur.” She also discovered that in the 1980s, a similar collapse on that beach destroyed the access stairs and, a state geologist recommended that stairs not be rebuilt for safety reasons. On the day of the tragedy, the city’s one sign warning of that danger was hidden behind a trash can and could not be seen by the public.

After opposing a demurrer and five motions for summary judgment, overcoming governmental and non-governmental immunities such as natural condition immunity, design

immunity, and recreational use immunity, the case settled for $32.85 million plus an additional confidential amount. The victory was not just for the victims, but extended to all San Diegans who enjoy Encinitas beaches. The City of Encinitas partnered with Fell to make safety changes including increase warning signage at all city beach access points, creating a public webpage warning of the dangers associated with a bluff collapse, a QR code at beach access points linking to bluff warnings, enhanced lifeguard safety measures, development of additional life-guard policies regarding bluff-related hazards, and the requirement that warning signs state they are in memory of the victims. “I was so impressed by my clients who, every step of the way, had the primary goal of making sure no other family would endure a similar tragedy,” Fell says.

Fell says her experience working at a large firm is an asset not only for Fell Law but for the firm’s clients. She credits her early years practicing complex commercial litigation for her discipline in terms of “the number of hours you work, the depth to which you study a case, and pushing the boundaries of the law to take the law from where it is to where it should be.” Approaching her personal injury practice with the same discipline and intellectual rigor has led her to achieve highprofile results in unconventional cases.

Growth in Quality, Not Quantity

“We have a small team, and we do not plan to grow. Our commitment is to continue to accept a limited number of highimpact cases.”

Attorney Marlee Horwitz started working for Fell in 2019 as a first-year law student and joined Fell Law in 2021, immediately

after graduating from the University of San Diego School of Law. She has tried cases with Fell to verdict, taken and defended depositions of lay and expert witnesses, and written countless motions. She has successfully opposed numerous case-dispositive motions and wrote a prevailing brief on behalf of her client in the California Court of Appeals. Fell says, “She is my right hand.”

Desi Sanders is the firm’s paralegal, who runs the administration of the firm as well as managing the firm’s case filings. She began working for Fell at age 16 by watching Fell’s children. She worked for a time in the restaurant industry before Fell brought her into the firm and trained her as a legal assistant. “She has worked her way up to paralegal, and I think she’s the best trial paralegal out there,” Fell says.

At the end of the day, for the Fell Law team, it’s all about having a meaningful impact in the community and for her clients. “I love making a difference for one person, one family. When I was in “big law,” I did a lot of very intellectually difficult and interesting things. We pushed the envelope, we changed existing law, and we made new law. But I did not go home at the end of the day feeling like I made a real difference in somebody’s life. Here, I know every day we have made a real difference in the lives of our clients, and there’s nothing better than that feeling.” n

Contact

Fell Law, PC 10680 Treena Street, Suite 160

San Diego, CA 92131

858-201-3960

www.fellfirm.com

In today’s digital-first world, your law firm’s website is more than just a virtual brochure—it’s your most powerful marketing asset. Yet, I’ve encountered countless law firm websites that failed to convert visitors into leads, not because of poor aesthetics, but because of a missing ingredient: strategy. A high-converting website doesn’t happen by accident. It’s the product of thoughtful planning, intentional design, and a deep understanding of your clients’ journey. So how can strategic thinking transform your firm’s website from a digital placeholder into a client-generating machine?

1. Understanding Your Ideal Client

The foundation of any strategic design process is clarity around who your ideal client is. Are you targeting high-networth individuals seeking estate planning? Startups needing intellectual property support? Injury victims looking for justice? By defining your target audience, your website’s tone, content, and layout can speak directly to their concerns. Strategic design begins by understanding your potential clients’ pain points, goals, and decision-making process—and aligning your messaging to meet them where they are.

2. Mapping the Client Journey

Every visitor arrives at your site with a problem. Your job is to guide them through a path that leads to a solution—and ultimately, to contact you. This journey typically follows a structure:

• Awareness: The client identifies a legal issue.

• Consideration: They explore potential solutions.

• Decision: They choose the right lawyer or firm. Strategic websites map this path and structure the design around it. Clear navigation, trust-building content (like testimonials and case results), and obvious calls to action help move users smoothly from curiosity to conversion.

The Role of Strategy in Creating High-Converting Website Designs for Law Firms

by Jamie Granger

3. Prioritizing User Experience (UX)

No matter how visually striking your site is, if users can’t easily find information or contact you, they’ll leave. Strategic UX focuses on:

• Fast loading times

• Mobile responsiveness

• Logical page hierarchy

• Accessible forms and contact methods

For law firms, where trust and professionalism are critical, a frictionless experience signals reliability and competence.

4. Content With Purpose

Every word on your site should serve a goal—whether it’s to inform, persuade, or prompt action. Strategic content includes:

• SEO-driven practice area pages that not only attract traffic but also address pressing legal questions and showcase your firm’s experience and successful representations.

• Clear, benefit-focused headlines that immediately show visitors how your firm can solve their problem or improve their situation.

• FAQs that address common client questions in plain, conversational language—helping potential clients become informed while aligning with natural search queries.

• Blog content that answers high-intent client questions, builds authority, and links directly to related practice area pages.

Rather than flooding the site with legal jargon, strategic content speaks clearly and confidently, helping potential clients feel informed and empowered.

5. Law Firm Website Design That Supports Conversion

Design isn’t just about looking good—it’s about guiding behavior. A strategically designed law firm website achieves that with:

• Prominent calls to action (“Schedule a Consultation,” “Speak to an Attorney”)

• Visual hierarchy that leads the eye

• Strategic placement of trust elements (badges, reviews, affiliations)

The layout should drive engagement and build confidence, no matter how users navigate your site.

6. Data-Driven Improvements

Strategy doesn’t stop at launch. A high-converting law firm website is constantly evolving based on:

• Heatmaps and click tracking

• A/B testing headlines or call-to-action buttons

• Analytics on user behavior and bounce rates

Law firms that approach their website as a living, datainformed asset consistently outperform those with static, setit-and-forget-it designs.

Final Thoughts

The most successful law firm websites are built on strategy, not guesswork. They combine design, content, and user experience into a unified system that converts visitors into inquiries—and inquiries into clients.

In a competitive legal landscape, simply having a website isn’t enough. To truly stand out and grow your practice, you need a strategic approach to design that puts client needs, clarity, and conversion at the center. n

Jamie Granger serves as the Creative Director of our Good2bSocial Digital Marketing Division, where he oversees the creation of websites, landing pages, infographics, marketing ads, and various other digital assets. Learn more at www.good2bsocial.com.

The Wu-Tang Clan taught us that “cash rules everything around me.” And nowhere is this truer than in law firms.

I have learned a lot about people over the last two years. I have been through a lot. I have been betrayed by people I trusted. And I have been uplifted by people who possess a genuine moral compass and an authentic sense of values. Separating the posers from the real ones has been an unexpected gift in a long battle.

Here is what I have learned: It is dangerous to come between people and money. Most people will choose money every single time.

This is not cynicism. This is observation. And if you want to understand why law firms struggle with culture, why toxic partners survive for decades, why meaningful reform feels impossible, you need to understand this fundamental truth about human nature and economic incentives.

The Economics of Looking Away

Law firms are money-making machines. This is not a criticism. It is simply a fact. Partners eat what they kill. Compensation depends on origination credits, billable hours, and business development. Every relationship has a dollar sign attached to it.

This creates a problem when values and profit collide.

Good people will excuse awful behavior if they think addressing it will cost them money or the opportunity to make money. They won’t endorse the behavior. They will simply look the other way.

I have watched this happen repeatedly. Sexual harassment. Bullying. Substance abuse. Partners who treat associates like disposable labor. Rainmakers who create hostile work environments. The pattern is always the same. People know. People see. People stay quiet.

Why? Because that partner brings in three million dollars a year. Because that practice group generates twenty percent of the firm’s revenue. Because confronting the problem means risking the relationship and risking the money.

This is how monsters survive in professional environments. Harvey Weinstein operated for decades. Diddy operated for decades. Otherwise, decent people knew something was wrong and said nothing. Fear played a role. But so did greed. Speaking up meant risking access. Risking opportunity. Risking the next deal.

Law firms operate on the same dynamics, just at a smaller scale and with lower stakes. The partner who screams at associates? Everyone knows. The partner who makes inappropriate comments? Everyone knows. The partner who takes credit for other people’s work? Everyone knows.

And everyone stays quiet because the math is simple. Confrontation equals risk. Silence equals continued compensation.

The Dangerous Business of Having Values in Law Firms

by Ryan McKeen

The Convenient Lie

This dynamic makes it easy for people to believe lies that serve their interests.

When someone challenges a powerful person, the firm faces a choice. Investigate genuinely and risk losing a rainmaker or accept a convenient narrative that protects the revenue stream.

I have watched otherwise intelligent people embrace obvious falsehoods because the truth was expensive. Liars understand this. They craft narratives designed for a receptive audience. An audience that wants to believe. An audience that has financial incentives to believe.

This is not stupidity. It is motivated reasoning. People are remarkably good at convincing themselves that what benefits them financially is also what is true and right.

The partner accused of harassment? There must be another explanation. The associate who complained? Probably a performance issue. The pattern of behavior spanning years and multiple victims? Coincidence.

Convenient lies require cooperative believers. Law firms are full of them.

What Values Actually Mean

Here is what I have learned about values: They are what you do when it is inconvenient and does not maximize profit.

Anyone can have values when values cost nothing. Anyone can stand for integrity when integrity is easy. The test comes when standing for something means losing something.

Most people fail this test. They will profess values up to and until those values cost them money. Then the rationalizations begin. Then the exceptions emerge. Then the principles that seemed so firm suddenly become flexible.

I am not saying this to condemn anyone. I am saying this because understanding it is essential to understanding how law firms actually work.

When a firm says it values diversity but promotes the same demographic year after year, what does it actually value? When a firm says it values work-life balance but rewards partners who bill 2400 hours, what does it actually value? When a firm says it values respect but tolerates a partner who demeans staff, what does it actually value?

The answer is always the same. Firms value what they pay for. Everything else is marketing.

The Danger of Speaking Truth

Telling the truth is rarely convenient. Speaking up that something is wrong is only safe when the wrongdoer is weak. If they are in power, you are in trouble.

I have lived this. Speaking truth to power in a law firm environment is career-threatening behavior. The person who raises concerns becomes the problem. The whistleblower becomes the troublemaker. The truth-teller becomes the one who lacks judgment.

This is not an accident. It is a feature of the system. Power protects itself by punishing those who challenge it. And in law firms, power is measured in dollars.

The associate who reports a partner’s misconduct faces retaliation. The partner who challenges another partner’s behavior faces political consequences. The staff member who refuses to participate in something unethical faces termination.

Meanwhile, the person with power faces nothing. Because they generate revenue. Because they have relationships. Because removing them costs money.

This creates a brutal calculus for anyone with a conscience. Speak up and risk everything. Stay quiet and keep your career intact. Most people choose their careers. I do not blame them. I understand the choice even when I disagree with it.

Control Mechanisms

Abusive systems require control mechanisms. Law firms have plenty.

Compensation structures are control mechanisms. When your income depends on the discretion of a small group of people, you learn quickly not to challenge that group.

Origination credits are control mechanisms. When credit for business can be allocated or taken away based on relationships, you learn to maintain relationships even with people who behave badly.

Awards and recognition are control mechanisms. Who gets nominated? Who gets celebrated? These decisions signal what the firm actually values and who holds power.

Partnership decisions are the ultimate control mechanism. Years of work leading to a single vote by people whose favor you need. How likely are you to rock the boat during that process?

These mechanisms are not inherently evil. But they create environments where abuse can flourish. Where silence becomes rational. Where going along becomes safer than speaking up.

The Silence That Enables

Abuse depends on silence. The silence of victims, yes. But more importantly, the silence of bystanders.

There is a quote often attributed to Dante, though the sourcing is disputed: “The hottest places in Hell are reserved for those who, in times of moral crisis, maintain their neutrality.”

Whether Dante said it or not, the sentiment is true. Neutrality in the face of wrongdoing is not neutral. It is support for the wrongdoer. Every person who sees something wrong and says nothing makes it easier for that wrong to continue.

Law firms are full of neutral people. People who know something is wrong. People who have the standing to speak up. People who choose not to because the personal cost is too high. I have been one of those people. I have seen things and said nothing because the timing was not right. Because I needed something from someone. Because I was afraid. I am not proud of it.

But I have also been the person who spoke up. Who challenged power. Who refused to go along. And I have paid for it. Every single time.

The Leadership Problem

Here is the hard truth that nobody wants to acknowledge: All problems in a law firm are leadership problems.

Toxic partners exist because leadership allows them to exist. Bad culture persists because leadership permits it to persist. Values get compromised because leadership compromises them.

When a firm tolerates behavior that contradicts its stated values, that is a leadership decision. When a firm protects a rainmaker at the expense of everyone else, that is a leadership decision. When a firm chooses revenue over integrity, that is a leadership decision.

Healthy law firms are those with values-driven leadership. Leaders who make hard decisions. Leaders who remove toxic people even when it costs money. Leaders who demonstrate through action that certain behaviors are unacceptable regardless of how much business someone brings in.

These firms exist. They are rare. They are almost always led by people who have decided that some things matter more than maximizing profit.

Evil Is Real

I have come to believe that evil exists in the world. Not cartoon evil. Not mustache-twirling villainy. Ordinary evil. The evil of people who do harm because they can. Because it benefits them. Because nobody stops them.

Evil banks on greed. Evil banks on self-interest. Evil banks on weak people who will not stand in its way.

Law firms are not uniquely evil places. But they are places where the incentives align in ways that let bad actors thrive. Where the structures protect power. Where the economics reward silence.

If you work in a law firm, you will eventually face a moment where your values and your interests conflict. You will have to decide who you actually are.

Most people discover they are weaker than they thought. Some people discover they are stronger. Either way, you will learn something about yourself.

I have learned a lot about myself over the last two years. I have learned what I will tolerate and what I will not. I have learned what I will sacrifice to maintain my integrity. I have learned who my real friends are.

And I have learned that speaking truth in law firms is dangerous business. It remains worth doing anyway. Not because it will be rewarded. Not because it will be easy. But because some things matter more than money.

The Wu-Tang Clan was right. Cash rules everything around us. But it does not have to rule us. n

Ryan McKeen is a co-founder of Best Era, LLC. Ryan has an extensive background as a lawyer and law firm owner which drives his commitment to helping the legal community thrive. Ryan is dedicated to enriching the legal field by sharing insights from his experience. He co-authored the bestselling books “Tiger Tactics: Powerful Strategies for Winning Law Firms” and “CEO Edition,” and regularly speaks at national legal conferences on topics including innovative marketing, artificial intelligence, the law’s future, and effective management. Learn more at www.bestera.io.

Law is, by nature, a conservative profession. It relies heavily on precedent and procedure, and its focus is often on minimizing liability or penalizing deviation from established rules. All of that adds up to a professional culture that values tradition over experimentation, and the known over the novel.

Yet the legal profession does change. It wasn’t all that long ago that the only way to file pleadings or appear in court was in person. As technology evolves ever more quickly, the legal profession adapts and evolves with it. The attorneys who adapt the quickest often benefit the most.

That’s true when it comes to the use of social media, too. Using social media in legal marketing may not be traditional, but it’s becoming increasingly common. Done right, it can improve your law firm’s online visibility, establish you as a trusted authority, and build trust with your prospective clients.

And prospective clients aren’t the only ones who can form a positive opinion of your firm from your social media. Increasingly, AI models are integrating a law firm’s social media presence, including the content, followers, and commentary, into their “opinion” of the firm. Brendan Chard, owner of The Modern Firm, observes that “AI models take in more information (about a law firm) than just the website; they’re trying to determine the collective community opinion of a business. So a strong social media presence can contribute very positively on that front.”

With those considerations in mind, let’s take a look at law firms that are using social media to their best advantage, and to their audience’s.

McCune Law Group

McCune Law Group, a plaintiff-side litigation firm in California’s Inland Empire, handles class actions and highstakes lawsuits. The firm uses its social media to highlight its expertise, educate the public, and show a human side to its hard-driving practice.

McCune Law Group produces popular educational videos answering questions such as “What if multiple parties are responsible for my injury?” and “Can I sue about a vehicle defect if there has already been a recall?” but their most popular

Our Favorite Attorneys Trending on Social Media

by The Modern Firm

videos are those with a comedic edge, like Taylor Swift lyrics translated into legalese.

Why It Works: This firm utilizes its social channels to show potential clients that they have the knowledge and skill to prevail in complex litigation, but also wants those same individual clients to feel comfortable approaching the firm. McCune Law Group’s deft use of social media allows the firm to achieve both goals.

Platforms: Facebook, X, LinkedIn, Instagram, TikTok, YouTube

Muth Law, P.C.

Muth Law, an Ann Arbor, Michigan-based personal injury law firm, uses its social media to showcase the many facets of the firm’s personality in a way that a website alone cannot. The firm’s Instagram posts are a mix of education that touches on the firm’s practice areas (e.g., “3 Essential Pictures to Take at a Car Accident Scene”); testimonials from clients; safety tips; notes about upcoming community events; weird Michigan laws; and good-natured fun (like blindfolding the boss and having him guess what Halloween candy he’s just been given to taste).

Why It Works: It’s one thing for a law firm to state explicitly that “We’re knowledgeable; we’re community-minded; we’re friendly.” Muth Law doesn’t just tell viewers those things; they show them. Viewers get a glimpse behind the scenes of the firm, which builds trust. The frequent references to community events and Michigan-specific themes reinforce the firm’s image as a trusted, approachable local practice.

Muth Law also gets bonus points for using AI-friendly formats, such as lists and question-and-answer dialogue in many written posts, increasing the posts’ engagement and visibility.

Platforms: Instagram, Facebook, LinkedIn

The Kennedy Law Firm, PLLC

The Kennedy Law Firm, a full-service practice with three offices in Clarksville, Tennessee, handles legal issues that are daunting for its clients: personal injury, bankruptcy, criminal defense, and more. This consumer-facing firm prides itself on

being available and compassionate to clients going through one of the most challenging times in their lives.

The firm uses its multiple social media channels in different ways: Facebook is primarily a platform for sharing firm updates, community involvement, and client testimonials. But by far the firm’s most popular social media platforms are Instagram and TikTok, with over 250,000 and 1.9 million followers. Why so many? Attorney Kevin Kennedy’s flashy, eye-catching style, featuring suit jackets so vibrant they’d make a peacock jealous, diamond pinky rings, and more than a little sass.

Why It Works: Kennedy’s outrageous videos get shared like juicy gossip, and they inspire curiosity: Who is this lawyer? Viewers naturally head for the website, where they find a team of experienced, dedicated lawyers who know their craft and care about their clients.

Platforms: Instagram, TikTok, Facebook

Funes Law Group

Immigration attorney Daniel Funes of Funes Law Group in Miami, Florida isn’t flashy or funny, but he uses his social media to great effect across multiple platforms, with content directed toward his primarily Spanish-speaking target audience.

The firm’s social media content strategy focuses on providing valuable insight into immigration laws and procedures, with client testimonials and posts about the firm’s community involvement rounding out the mix. With a primary focus on TikTok and sharing of their high-quality, Spanish-language video content on other platforms, Funes Law Group is getting plenty of attention; it’s been recognized as one of the 500 fastest-growing firms across the United States.

Why It Works: Daniel Funes understands his target market and what they need, and he speaks their language (literally), providing clear, concise answers to the questions that really matter to them. His social media success is due not only to his educational content and visually appealing videos, but also the fact that his social media team posts his messages on a consistent basis, building trust in the firm as they do so.

Platforms: TikTok, Facebook, LinkedIn, YouTube

Martinez Immigration

Attorney Kathleen Martinez of Martinez Immigration in Texas serves clients in all 50 states, and her millions of followers on social media attest to the reach of her message. With platinum blonde hair and a penchant for pink, Martinez has a distinctive visual brand echoed through both her social media and her firm’s hot pink website. But Martinez isn’t just another pretty face; she stays on top of the latest immigration news in Texas and beyond, and uses her social media platforms to update viewers on developments with straightforward language and actionable information.

Why It Works: Martinez has a carefully cultivated brand, and it’s instantly recognizable across all of her social media, setting her apart from competitors. Brand recognition equals instant trust, and consistency drives engagement; followers know what to expect, which encourages likes, shares, and comments.

Platforms: Instagram, TikTok, YouTube

What Attorneys With Social Media Success Have in Common

The attorneys above are very different: they span different practice areas and operate in different markets; they vary in age and following. Some take an educational approach, others a humorous one, and still others a blend.

But they have a few very important things in common, and those things are critical to any law firm’s social media success:

They Know Their Purpose and Audience

As Yogi Berra said, “If you don’t know where you’re going, you’ll end up somewhere else.” That’s a risk that attorneys who value their professional image can’t afford to take. Attorneys who are successful on social media never post without knowing who they’re trying to reach, what they want to say, and what they hope to achieve.

They Offer Content That Matters To Their Audience

Social media posts by attorneys that are too “sales-y” or self-promotional tend to fall flat; who wants to watch an advertisement, much less share it? The most successful posts provide useful information, entertainment, or a glimpse into the firm’s personality; sometimes, all three.

They’re Authentic

Lawyers can seem intimidating; social media posts that show a lawyer’s personality can make them seem more approachable. Don’t try to emulate what’s worked for other attorneys; viewers can detect inauthenticity from a mile away and it will backfire on your marketing. Oscar Wilde was onto something when he said, “Be yourself; everyone else is taken.”

They’re Consistent

Regular posting, ideally 1-3 times per week, helps you stay visible and helps your viewers stay engaged. Regular posting also helps viewers feel like they know you, which builds trust.

They Respect Ethics Rules and Confidentiality

Talking about real-life legal cases is one way to educate viewers on social media, but be careful not to run afoul of ethics rules regarding client confidentiality. Steer clear of discussing ongoing cases or using clients’ names or images. It should

also go without saying to never give personal legal advice to individual followers. Keep your content general; it will keep you out of ethical trouble and appeal to a broader audience.

They Get The Help They Need

Establishing a thriving, engaging social media presence for your law firm takes more time than you may have available, and an understanding of the various platforms you may lack. That doesn’t mean social media success is out of reach. You may just need to build out your team to include professionals who can fill those gaps, develop a social media marketing plan tailored to your unique firm, or create video content for lawyers.

Develop a Social Media Presence That Reflects Your Firm’s Brand

In the end, using social media is just another way to help your target audience get to know your firm and put their trust in you when they need an attorney.

Takeaways

• Information from a law firm’s social media is increasingly being incorporated into AI “opinions” about the firm.

• To succeed on social media, law firms must define their goals and understand their audience.

• Authenticity is key for law firms that want to build trust and engagement on social media.

• The social media posts that succeed are those with valuable, relatable content, not self-promotion.

• Consistent visual branding helps attorneys stand out on social media.

• When posting on social media, law firms must remain mindful of confidentiality and attorney advertising rules. n

This article was provided by The Modern Firm, which is a website design and online marketing company that has worked with over a thousand small law firms by providing a one-stop-shop experience for everything a small firm needs to succeed online. Learn more at www.themodernfirm.com.

Monty A. McIntyre, Esq. Mediator, Arbitrator & Referee ADR Services, Inc.

To schedule, contact Haward Cho: (213) 683-1600 and (619) 233-1323 or haward@adrservices.com

Short summaries (one-paragraph), organized by legal topic, of every new published CA civil case, helping CA attorneys save time, win more, and make more money. Monthly, quarterly, annual, and annual practice area publications are available. Subscribe at www.cacasesummaries.com

9 - FIGURES

Consumer Class Action

MULTIPLE 8 - FIGURES

Burn Injury - Product Defect

MULTIPLE 8 - FIGURES

15-Passenger Van - Auto Defect

MULTIPLE 7 - FIGURES

Wage & Hour Class Action

MULTIPLE 7 - FIGURES

Door Latch Failure - Auto Defect

MULTIPLE 7 - FIGURES

Tread Separation - Auto Defect

MULTIPLE 8 - FIGURES

Seatback Failure - Auto Defect

MULTIPLE 8 - FIGURES

Negligence - Rehab Facility

MULTIPLE 8 - FIGURES

Rollover - Auto Defect

MULTIPLE 7 - FIGURES

Wage & Hour - PAGA Class Action

MULTIPLE 7 - FIGURES

Roof Crush - Auto Defect

MULTIPLE 7 - FIGURES

Seat Belt Failure - Auto Defect

MULTIPLE 8 - FIGURES Dangerous

MULTIPLE 8 - FIGURES Motorcycle Accident

MULTIPLE 8 - FIGURES

Caustic Ingestion - Premises Liability

MULTIPLE 7 - FIGURES Dangerous

MULTIPLE 7 - FIGURES

Airbag - Auto Defect

MULTIPLE 7 - FIGURES

Post-Collision Fire - Auto Defect