Signature Programs

New Approach

For law firms launching from scratch or rebuilding their brand to reflect a new direction.

Law school prepares you to practice law. It does not prepare you to build a firm that attracts the right clients, communicates your value clearly, or competes in a crowded market.
That is where we come in.

The New Approach plan is a Marketing Co-Counsel® engagement built for firms at the beginning of something. Whether you are opening your doors for the first time or reimagining an existing brand to reflect who your firm has become, this plan lays the foundation for everything that follows.

We start with strategy. We build your brand. We design and launch your website. And then we put the Growth Engine to work so your firm keeps building visibility and generating leads long after launch day.

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WHAT WE BUILD TOGETHER

A brand your ideal clients recognize and trust.

Before we design anything, we do the strategic work that makes design matter. That means getting clear on who you serve, what sets your firm apart, and how to communicate both in a way that resonates with the clients you want to attract in order to differentiate your law firm in a crowded marketplace. 

This is a key part of our Marketing Co-Counsel® plan, designed to help your firm thrive.

  • Goal identification and refinement: we align on where your firm is headed and what success looks like before any work begins
  • Identity development: visual brand system including logo, color, typography, and design language
  • Brand messaging and positioning: the words that define your firm: your value proposition, your voice, and the story you tell in the market
  • Strategic brand management: a framework for keeping your brand consistent as your firm grows

A website built to convert visitors into clients.

Your website is not a brochure. It is the first real conversation a potential client has with your firm. We design and build it to make that conversation count.

  • Custom website design and development built around your brand and your goals
  • Foundational SEO so your firm gets found by the right people from day one
  • Website strategy designed to guide visitors toward taking action
  • Technical support services to keep your site running at full performance

A plan that keeps moving

Strategy without execution is just a document. We build a quarterly implementation plan that maps out exactly how your marketing moves forward after launch so momentum does not stall when the project ends.

  • Detailed strategy development tailored to your firm’s goals and market
  • Quarterly implementation plan so your team always knows what comes next
  • Custom services and metrics review so you can see what is working and why

The Growth Engine

Ongoing visibility and lead generation, built into your engagement.

The New Approach plan includes the Growth Engine, our content and distribution system that keeps your firm visible, searchable, and in front of the right audience every month.

  • SEO-optimized blog content published to your site each month
  • LinkedIn posts and graphics distributed across your channels
  • Content calendar managed and executed on your behalf
  • Lead magnets, email sequences, and nurturing campaigns
  • Quarterly marketing audits to measure progress and sharpen the strategy

This program is customized and tailored to the needs of your firm. Our holistic approach merges industry-leading branding practices with innovative strategic planning, transforming the way your firm connects with clients, stands out in a crowded marketplace, and advocates for the evolving legal landscape.

The Growth Engine is included as the ongoing marketing component of your New Approach engagement. It can also be expanded with add-ons including LinkedIn ads management, event promotion, and the Authority Tour.

WHAT A PROGRAM LOOKS LIKE

Built for your firm. Here is how it works.

No two firms are alike, which means no two Marketing Co-Counsel® programs are identical. What we build for you depends on your goals, your market, your timeline, and where you are starting from. The following is an example of how an engagement might be structured — not a template, but a picture of the kind of thinking we bring to every client.

  • Phase 1: Discovery and strategy. We learn your firm inside and out before we build anything.
  • Phase 2: Identity and brand system. Logo, visual language, messaging, and positioning.
  • Phase 3: Website design and development. Built on your brand, optimized for search, designed to convert.
  • Ongoing: Growth Engine activated. Monthly content, distribution, and quarterly strategy reviews.

This is one example. Your program will be shaped by your firm’s specific goals, practice area, market, and timeline. We will build the right plan together.

If you want to know how to choose the best legal marketing agency for your specific needs, take a look at our FAQ section.

IS THIS RIGHT FOR YOU?

The New Approach plan is for firms that:

• Are launching a new firm and need to build credibility quickly

• Have outgrown their current brand and need a full refresh

• Want a marketing partner, not just a vendor

• Are ready to invest in a foundation that compounds over time

Want strategy and execution handled by people who know the legal industry

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Already have an established brand and website? See the Market Authority plan.

Expand Your Reach with the Authority Tour

If you want to be recognized beyond your existing network, the Authority Tour is the next step. It is a curated podcast guest campaign that places you inside conversations with audiences that are already built, already engaged, and already trusting the voices they listen to.

These are not cold audiences and you are not starting from zero. The shows are established. The listeners are paying attention. Your role is simple: show up prepared, share your expertise, and let the credibility of the room do the heavy lifting.

We handle the positioning, pitching, booking, and promotion. you show up prepared and confident.

This is how law firm owners turn thoughtful conversations into stronger recognition and better clients.

Find out more about the Authority Tour > 

Your Marketing Co-Counsel Plan May Include...

Based on our initial research, we will tailor a selection of these services to best achieve your firm’s goals.

01

Brand Strategy

Refresh the visual expression of your reputation and expertise to command attention and communicate excellence on an elevated scale.

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02

website design

Establish a strong digital presence with intelligent, impactful web design, messaging, and the technology needed to set your firm apart from the competition.

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03

SEO & PPC

Gain momentum with a promotional strategy designed to capture attention and build your reputation efficiently and with maximum return on investment.

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04

content writing

We develop a content strategy fully aligned with your goals and advertising approach, and implement it with done-for-you content to attract the right clients to your firm.

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05

photography

We combine creative direction and photographic expertise to give you engaging headshots and brand photos in alignment with your goals.

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06

Authority Tour

A 3-month podcast booking and visibility sprint that puts you in front of trusted audiences in your market.

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07

podcast production

Expand your reach with a professionally managed podcast designed to showcase your ideas, command attention, and inspire your audience.

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08

technical services

Ensure your digital marketing assets are secure, functioning properly, and protected from the errors, issues, and glitches that have the potential to limit your success.

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