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Guides for the firm that does its own marketing
Six guides, each written to be printed and handed to whoever runs the firm's website and profile. Each one names the rule, the survey or the help page it relies on, with the year, and ends with something you can do in the next hour.
The guides
Marketing information, not legal advice. Your state's rules decide what your firm may say, and your attorneys decide what applies.
All six guides
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How a small-town law firm competes with big-budget firms on Google
What the regional and national firms buy, what they cannot buy at any price, and the order of work that lets a county-seat firm hold the map pack and page one. With figures from our October snapshot of 14 towns.
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Google Business Profile for law firms: every field, set right
Primary category, the practitioner rule, services, hours, photos, description, posts and reviews, with Google's rules and the advertising rules that attach to each field.
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Location pages for the towns a firm serves, without the doorway pages
The line between a service page and a doorway page, the bar opinions and Google policy that draw it, which towns get a page, and what goes on it.
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Client reviews for law firms: the rules, the ask and the reply
The bar rules on gifts and testimonials, Google's policy, the FTC's rule and the confidentiality duty, and one request process built to fit all four.
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Local Services Ads and the Google Verified badge: what a firm should know before it decides
The 17 practice areas, pay-per-lead pricing as far as it is published, the October 2025 badge change, the 2026 missed-call rule, and five questions to answer first. We do not run them.
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What a small law firm's website needs in 2026, and what it can do without
The pages, the bios, the disclosures by state, the intake numbers, the speed floor and the markup, on the site the firm already has.
Rather see your own numbers
The free memo applies the guides to your firm: where you show up, who is above you, and the three fixes we would make first. How the work is priced, and what we will not do, is on the pricing and questions page.