Welcome to episode 310 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken is joined by Jake Soffer, Founder and CEO of FirmPilot, an AI-driven marketing platform built to help law firms acquire more clients through intelligent automation and deep market data. Jake brings over a decade of experience in natural language processing and artificial intelligence, rooted in his computer engineering studies at RPI and NYU. Before founding FirmPilot, he built and exited companies in the NLP space and now leads one of the most advanced AI marketing systems in the legal industry—what he calls a "high-performing AI agency in a box." With FirmPilot now supporting more than 120 firms, Jake is at the forefront of how AI, competitive intelligence, and real-time data are reshaping the way legal practices grow. What you'll learn about in this episode: 1. How AI Content Really Works - What differentiates low-quality AI content from high-performing - Why models trained on legal sources outperform generic tools like ChatGPT 2. Using Market Data to Outperform Competitors - Why copying what you see your competitors doing will usually fail - How to analyze deeper signals like backlinks, markup, and behavioral data 3. Domain Authority and Backlinks - What domain authority really measures and how to interpret it - Why quality, consistency, and relevance in link building now outweigh volume 4. Attribution and Tracking in a Multi-Channel World - Why last-touch attribution no longer gives you the full picture - How Google Tag Manager and call-tracking create accurate marketing feedback loops 5. Preparing for the Future of AI Search - How generative engines like ChatGPT and Gemini evaluate legal expertise - Why optimizing for "fanned-out queries" and AI overviews is becoming essential Resources: Website: firmpilot.com LinkedIn: linkedin.com/in/jake-soffer-jd-00797a62 Facebook: facebook.com/p/FirmPilot-100092301576461 Instagram: instagram.com/firmpilot Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind AI for PI Expo: www.pilmma.org/ai-for-pi-expo