Artificial intelligence (AI) is changing the way people search for information, and law firms are starting to see the impact. As more consumers turn to tools like ChatGPT, Claude, Gemini, Perplexity, and other AI-powered platforms, attorneys are asking an increasingly important question: how can firms improve their visibility in AI-generated results?

In this episode of The Law Firm CMO Playbook Podcast, hosts Matt Starosciak and Carl Downey discuss the evolution of AI search, how it differs from traditional search engines, and what law firms should be doing today to position themselves for future success. They also explore meaningful content creation, attorney credentials, legal directories, media coverage, and the challenges of measuring AI-driven marketing performance.

As the technology continues to evolve, Matt and Carl share practical observations on what firms can do now while acknowledging that many aspects of AI marketing are still taking shape.

In this episode, Matt and Carl discuss: 

• How conversational AI search differs from traditional search engines
• Whether Google can maintain its dominance in an AI-driven landscape
• Strategies for improving visibility in AI-generated results
• The growing importance of attorney credentials, content, and legal directories
• How law firms can measure and track AI-driven leads

Key Takeaways:

• [0:07:16] AI Search Is More Conversational and Personalized – Unlike traditional search engines, AI tools allow users to ask follow-up questions, refine requests, and receive responses tailored to their specific situation. This shift will fundamentally change how people discover information and evaluate law firms.
• [0:13:17] Nobody Has AI Completely Figured Out Yet – The technology is evolving rapidly, and even experienced marketers acknowledge that many long-term implications remain uncertain. Firms should be cautious of anyone claiming to have all the answers.
• [0:20:26] Meaningful Content Matters More Than Ever – Success in AI search appears to be driven less by keyword-focused content and more by specific, experience-based information that demonstrates true expertise and credibility. Firms that showcase real results, detailed experience, and unique insights may have an advantage.
• [0:24:07] Authority Signals Are Becoming Increasingly Important – Attorney biographies, speaking engagements, awards, leadership positions, legal directories, testimonials, and media mentions all help AI platforms better understand who attorneys are and what they are known for.
• [0:30:41] Measuring AI Leads Requires Better Attribution – Because AI-driven traffic can be difficult to identify through traditional analytics, firms may need to rely on intake procedures, lead attribution, and call-tracking tools to understand how prospective clients are finding them.

“Anybody who's saying they've got all this figured out is not being completely honest.”

- Matt Starosciak

“You need to be aggressive and go after it.”

- Carl Downey

Connect with Carl: 

Website: www.completelawmarketing.com, www.cmoforlaw.com

Email: [email protected]

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: www.linkedin.com/in/carldowney/

Facebook: https://www.facebook.com/completelawmarketing

TikTok: https://www.tiktok.com/@lawfirmcmoplaybook 

Instagram: https://www.instagram.com/lawfirmcmoplaybook/

Connect with Matt: 

Website: www.provenlawmarketing.com, www.cmoforlaw.com 

Email: [email protected] 

Book: The Lawyer Marketing Book: https://www.thelawyermarketingbook.com/

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: https://www.linkedin.com/in/mattstarosciak/ 

Twitter: https://x.com/MattStarosciak

Most law firms don't need a full-time Chief Marketing Officer—but many still need marketing leadership.

In this episode of The Law Firm CMO Playbook Podcast, hosts Matt Starosciak and Carl Downey break down the role of a fractional CMO, how it differs from marketing agencies and consultants, and when it makes sense for a law firm to bring one on. They also discuss budgeting, vendor management, growth planning, and the characteristics that make a firm a good fit for this type of engagement.

Whether you're overwhelmed by marketing decisions, struggling to manage vendors, or trying to determine if your firm is ready for outside leadership, Matt and Carl explain what a fractional CMO actually does and how to evaluate whether one is right for your business.

In this episode, Matt and Carl discuss: 

• The responsibilities of a fractional law firm CMO
• How the role differs from agencies and marketing consultants
• Signs a law firm may benefit from marketing leadership
• Budget considerations and common engagement models
• What to look for when evaluating a fractional CMO

Key Takeaways:

• [0:07:21] A Fractional CMO Does More Than Manage Marketing – Beyond strategy, the role often includes vendor selection, vendor management, performance evaluation, budgeting, and helping firms make informed marketing decisions.
• [0:10:25] Outside Perspective Can Be a Competitive Advantage – Fractional CMOs can often provide candid feedback that internal employees may be reluctant to give. Their experience across multiple firms also allows them to bring ideas and insights that may be difficult to develop from within a single organization.
• [0:13:23] Bandwidth and Expertise Are Common Reasons Firms Seek Help – Many managing partners simply don't have the time or specialized marketing knowledge required to oversee campaigns, evaluate vendors, and build long-term growth strategies while also running a law firm.
• [0:15:07] Not Every Firm Is a Good Fit for a Fractional CMO – Successful engagements require trust and a willingness to delegate responsibility. Firms that want to maintain complete control over marketing may be better served by a consultant or advisor.
• [0:24:48] Hiring a Fractional CMO Requires Careful Evaluation – Review references, speak with current or former clients, and understand how candidates stay current with changes in legal marketing. The relationship is often much closer than a traditional vendor engagement.

“Be serious about the growth and the goals that your firm has.”

- Matt Starosciak

“You need to be available when you need it.”

- Carl Downey

Connect with Carl: 

Website: www.completelawmarketing.com, www.cmoforlaw.com

Email: [email protected]

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: www.linkedin.com/in/carldowney/

Facebook: https://www.facebook.com/completelawmarketing

TikTok: https://www.tiktok.com/@lawfirmcmoplaybook 

Instagram: https://www.instagram.com/lawfirmcmoplaybook/

Connect with Matt: 

Website: www.provenlawmarketing.com, www.cmoforlaw.com 

Email: [email protected] 

Book: The Lawyer Marketing Book: https://www.thelawyermarketingbook.com/

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: https://www.linkedin.com/in/mattstarosciak/ 

Twitter: https://x.com/MattStarosciak

What if the biggest obstacle to growing your law firm isn't your marketing—but your inability to measure what's actually working?

In this episode of The Law Firm CMO Playbook Podcast, hosts Matt Starosciak and Carl Downey discuss why marketing metrics matter, how firms should collect and organize data, and which numbers deserve the most attention. They also debate the single most important marketing metric for law firms and explain why better data leads to better decisions.

Whether you're tracking leads in a spreadsheet or using sophisticated CRM software, Matt and Carl share practical insights on building a measurement system that helps firms allocate budgets more effectively and improve marketing performance over time.

In this episode, Matt and Carl discuss: 

• Why law firms struggle to collect and use marketing data effectively
• The role intake teams play in capturing accurate information
• CRM systems, dashboards, and reporting tools for law firms
• Which marketing metrics matter—and which ones don't
• How firms can use data to make better budgeting and growth decisions

Key Takeaways:

• [0:04:19] Marketing Decisions Should Be Driven by Data, Not Emotion – Many firms still make marketing decisions based on assumptions, fear, or instinct. While reporting will never be perfect, having reliable data puts firms in a much better position to make smart decisions.
• [0:08:57] Attribution Starts With Intake – The quality of your marketing data depends on the quality of your intake process. If key information isn't captured consistently, even the best reporting systems will produce incomplete results.
• [0:15:04] Collecting Data Is Only Half the Battle – Information becomes valuable when it is organized and presented in a way that helps decision-makers understand what is working and what needs attention.
• [0:21:47] Different Metrics Answer Different Questions – Cost per signed case can help firms evaluate return on investment, while cost per quality lead provides insight into the effectiveness of marketing before intake and conversion factors come into play.
• [0:26:23] Focus on Trends, Not Individual Months – A single month rarely tells the whole story. Looking at long-term trends helps firms identify meaningful patterns, account for seasonality, and avoid overreacting to short-term fluctuations.

“If you don't have the metrics, you're going on gut.”

- Matt Starosciak

“The data is there. It's just a matter of if you want to store it and put it in a format that can easily be sliced and diced.”

- Carl Downey

Connect with Carl: 

Website: www.completelawmarketing.com, www.cmoforlaw.com

Email: [email protected]

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: www.linkedin.com/in/carldowney/

Facebook: https://www.facebook.com/completelawmarketing

TikTok: https://www.tiktok.com/@lawfirmcmoplaybook 

Instagram: https://www.instagram.com/lawfirmcmoplaybook/

Connect with Matt: 

Website: www.provenlawmarketing.com, www.cmoforlaw.com, www.thelawyermarketingbook.com

Email: [email protected] 

Book: The Lawyer Marketing Book, www.thelawyermarketingbook.com

Show: Law Firm CMO Playbook Podcast

YouTube: https://www.youtube.com/@LawFirmCMOPlaybookPodcast

LinkedIn: https://www.linkedin.com/in/mattstarosciak/ 

Twitter: https://x.com/MattStarosciak