Traffic to Leads

About Matt Starosciak: Matt Starosciak brings a rare combination of legal, sales, and marketing expertise to law firm growth. After practicing law in both small and large firm environments, he became a top sales representative at the world’s oldest lawyer marketing company and has spent the past 14 years driving client development and revenue growth for leading law firms nationwide. He is the author of The Lawyer Marketing Book, a comprehensive guide to succeeding in today’s competitive legal market, and now focuses on helping attorneys achieve the highest levels of personal and professional success through Proven Law Marketing.

In this episode, Ted and Matt Starosciak discuss:

• How Matt went from practicing law to selling for LexisNexis/Martindale-Hubbell and ultimately founding Proven Law Marketing
• Why law firms need truly comprehensive marketing strategies instead of one-off products or channels
• The critical role of intake (answering phones, empathy, urgency) and how poor intake silently destroys ROI
• Balancing high-touch client service with the realities of scaling a boutique marketing consultancy
• The evolution of legal marketing: PPC, LSAs, traditional media, video, and the growing importance of call tracking and review

Key Takeaways:

• Law firms don’t just need more leads; they need a comprehensive marketing strategy that prioritizes how every dollar is deployed, tracked, and optimized, whether the budget is $1,000 or $100,000 per month.
• Matt’s biggest differentiator is how personally he takes client outcomes—he dives into numbers, listens to calls, and treats results as a reflection of himself, which is a major strength for clients but a constraint on how quickly his own business can scale.
• Intake is often the true bottleneck: many firms are paying hundreds of dollars per lead yet still miss calls, send qualified prospects to voicemail, or respond without empathy and urgency, effectively burning marketing spend.
• By using call tracking and listening to recordings, Matt highlights unanswered or mishandled leads in monthly reports, forcing firms to confront the real cost of weak intake rather than blaming their marketing channels.
• The modern legal marketing mix blends sophisticated PPC and LSAs with traditional channels like billboards, radio, OTT, and video—while social media and podcasting help build a relatable brand presence in increasingly competitive markets.

“I think maybe one of the biggest changes in the market is the focus on intake. Nobody was really talking about law firm intake, and by that I mean what happens when that prospect hits the door or is on the phone, or sends a chat. I just think there's so much focus on that these days, and that's a big change, and it's a good change, yeah, because law firm intake, I think, is the biggest problem in the industry right now.” — Matt Starosciak

Connect with Matt Starosciak: 

Website: www.provenlawmarketing.com

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Robert Williams: Robert Williams is the CEO of ElevAmp, where he works directly with law firms to bridge the gap between marketing spend and performance. After a decade leading operations, systems, and team development at a top legal marketing agency, Robert founded ElevAmp to help firms align their people, processes, and technology for measurable growth. With deep expertise in CRM implementation, workflow automation, and operational strategy, he helps law firms turn marketing investments into consistent, scalable results through smarter systems and structure.

In this episode, Ted and Robert Williams discuss:

• Why most law firms struggle to get value from HubSpot and how to fix failed deployments
• The People–Process–Technology (PPT) framework and why the order matters for adoption
• How to build HubSpot reports that are not just “interesting,” but actionable for law firm growth
• The truth about self‑reported attribution vs. UTM and tracking data—and why firms need both
• How tools like Super and structured training help intake teams actually follow processes and use HubSpot correctly

Key Takeaways:

• Law firms frequently buy powerful tools like HubSpot but fail to get results because staff never fully adopt the system or work consistently inside it.
• Robert’s core approach is people → process → technology; when firms start with technology first, they create confusion, resistance, and poor adoption.
• HubSpot’s flexibility and native reporting make it ideal for law firms, but without intentional design, portals end up with bloated pipelines, too many stages, and cluttered features that slow everyone down.
• High‑impact dashboards track speed to lead, follow‑up behavior, lead qualification and disqualification reasons, and funnel conversion rates, giving owners clear, actionable levers for improvement.
• The strongest marketing and intake decisions come from pairing self‑reported “How did you hear about us?” with software‑captured attribution data, revealing when referrals, search, and other channels are actually working together.

"It's really, it's three things that we focus on here. It's the people, the process, and the technology, again, in that order, deliberately." — Robert Williams

Connect with Robert Williams: 

Website: https://www.elevamp.com

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

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Jordan Whelan: Jordan Whelan is the founder of Grey Smoke Media, a performance-driven legal marketing agency. With a background as a TV and radio producer and publicist, he has led communications for over $3 billion in class action claims and managed more than $50 million in media spend.

Under his leadership, Grey Smoke Media helped scale Diamond & Diamond Lawyers into Canada’s top injury and real estate law firm. Jordan has also worked with major brands, including publicly traded pharmaceutical companies, the Pan Am Games, Brookfield Asset Management, and Coinsquare. His insights have been featured in over 100 outlets, including The New York Post and Forbes.

In this episode, Ted and Jordan Whelan discuss:

• How Jordan helped grow Diamond & Diamond from a small firm to one of Canada’s largest legal brands
• Unorthodox traffic generation beyond traditional SEO and high-cost PPC
• Positioning as an “internal CMO” and filtering for the right kind of legal clients
• The impact of AI, short-form content, and evolving search behavior on law firm marketing
• Personal practices, metaphysics, and mindset shifts behind Jordan’s approach to business and life

Key Takeaways:

• Jordan’s media background in radio, TV, and newspapers helped him see how PR, SEO, backlinks, and credibility work together as one synergistic system for law firms.
• Rather than competing head‑to‑head on $100+ CPC keywords, Jordan targets underutilized platforms like YouTube, Quora, Pinterest, TikTok, and comments on existing page‑one content to capture lower‑cost, highly intent-driven traffic.
• Effective campaigns start with clarifying the firm’s true value proposition and audience, such as discovering that 70% of divorces are initiated by women and then buying media where women actually are, not where competitors’ egos want to be.
• Jordan positions Graysmoke Media as an embedded CMO and business partner, focusing on honest expectations, transparent budgets, and turning away combative or misaligned clients—even when they can pay.
• Optimizing Google My Business (including Q&As, photos, and content) and preparing sites for AI/LLM-driven search can unlock seven-figure inbound funnels that are far more durable and valuable than pure AdWords dependence.

"What we specialize in is unorthodox traffic generation… let us work as sort of an internal CMO, and let us come up with unorthodox ways to get you traffic places you hadn't even thought of." — Jordan Whelan

Connect with Jordan Whelan: 

Website: www.greysmokemedia.c

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Derek Archer: Derek Archer is the Founder and CEO of Hit Your Mark Media, a results-driven digital marketing agency that helps businesses grow in an increasingly complex online landscape. Since launching the agency in 2016, Derek has led thousands of campaigns and developed growth strategies for hundreds of SMBs and eCommerce brands. By combining data, creativity, and a deep understanding of digital platforms, he enables smaller businesses to achieve outcomes once reserved for much larger brands. Driven by a people-first philosophy, Derek focuses on building meaningful connections between brands and their audiences while delivering measurable results.

In this episode, Ted and Derek Archer discuss:

• How Derek’s early failures in cleaning and auction businesses shaped his approach to marketing
• Why do many small businesses burn cash on “traditional” tactics and ignore digital leverage
• The evolution from solo consultant to 30-person digital agency serving hundreds of clients
• How AI and AI Overviews are changing SEO, visibility, and the marketing funnel
• The role of faith, family, and disciplined processes in building a sustainable business and life

Key Takeaways:

• Deeply discounted offers can create long-term margin problems without systems for reviews, upsells, and recurring follow-up.
• Moving from consulting to a done-for-you model unlocked growth by meeting business owners where they are—focused on execution, not education.
• A strong digital foundation, amplified by paid ads, helps local service businesses stand out beyond traditional networking channels.
• AI and Google’s AI Overviews are lowering total clicks while improving lead quality by pushing prospects deeper into the funnel.
• Sustainable growth comes from building systems and teams that support the business without placing all responsibility on the founder.

"If you're going to be in business, you have to be growing. But don't put the burden of growth on yourself and your own back — build processes." — Derek Archer

Connect with Derek Archer:  

Website: https://hityourmark.io/ 

LinkedIn: https://www.linkedin.com/in/derek-archer/

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Natalie Henley: Natalie Henley is the CEO and owner of Volume Nine, one of Denver’s leading digital marketing agencies. A sought-after speaker and respected digital marketing expert, Natalie brings nearly two decades of experience helping brands grow their online presence and drive real, measurable results. She’s known for her friendly, down-to-earth style and her passion for helping businesses cut through the noise to authentically connect with their ideal audiences. Under Natalie’s leadership, Volume Nine has earned a reputation for excellence and innovation. The agency was recently named MarTech Outlook’s 2025 Digital Marketing Agency of the Year (link) and proudly maintains a perfect 5.0-star rating on Clutch.

In this episode, Ted and Natalie Henley discuss:

• Natalie’s path from a political science background to leading a nationally recognized digital agency
• How data became the foundation of Volume Nine’s services and positioning
• The transition from white-label work to building a standalone brand and culture
• What does “search everywhere optimization” mean in today’s fragmented attention landscape
• Tactical plays that are working now, including video, UGC, and AI search optimization

Key Takeaways:

• Natalie’s early market research experience shaped a data-first mindset that still guides how Volume Nine approaches strategy and execution.
• Building Volume Nine as a visible, standalone brand unlocked credibility, referrals, and long-term growth that white-label work could not provide.
• Shifting from process-only scalability to a people- and strategy-first culture has driven stronger retention and long-term client relationships.
• Today’s buyers are influenced across search, social, forums, and AI tools, making “search everywhere optimization” a necessity, not a nice-to-have.
• Real-style video, user-generated content, and AI-focused technical optimization are delivering meaningful organic gains across channels.

"Anybody could shove tactics at you, and you can always find a tactic, better, faster, cheaper. But like, if you throw 1000 tactics and you don't get anywhere, it doesn't, it doesn't really help you. There's a really great quote, actually, tactics without strategy is the noise before defeat." — Natalie Henley

Connect with Natalie Henley:  

Website: www.v9digital.com

LinkedIn: https://www.linkedin.com/company/621107/  

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

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Eli Natoli: Eli Natoli is an international speaker, author, and marketing strategist who has helped thousands of entrepreneurs transform visibility into trust and consistent revenue. She is the creator of the Service First Framework™ and Marketing Your Truth™, two proven methodologies designed to help business owners attract aligned clients through clarity, authentic connection, and trust-based positioning rather than short-term, tactic-driven marketing.

In this episode, Ted and Eli Natoli discuss:

• Core attributes of high-performing marketing: personal resonance and service-first intent
• Why generic, tactic-first marketing is failing and how truth-based positioning cuts through market noise
• A three-part research framework: defining “why you,” understanding the audience, and identifying competitive gaps
• Building a content-driven authority flywheel that moves prospects from awareness to trust
• Real-world positioning shifts, including how clarity transformed a burned-out therapist’s marketing and momentum

Key Takeaways:

• Bringing a personal, belief-driven perspective into your marketing consistently outperforms generic, tactics-first campaigns.
• The most effective content is created from a service-first mindset—sharing what your audience truly needs to hear, without attaching it to a specific outcome.
• Eli’s three-part research process (why you, why them, why now) gives entrepreneurs clarity on their unique value, voice, and market position.
• A sustainable client acquisition engine looks like a client flywheel, where strategic content builds authority, connection, and trust step by step.
• Clear messaging and positioning can reignite a burned-out business owner, turning confusion and weak results into renewed confidence and traction, even in crowded fields like therapy or legal.

"There was no outcome attached to them at all. The intention was we have something that our prospects, our clients, need to know. We have to share this as if it was our obligation." — Eli Natoli 

Connect with Eli Natoli:  

Website: https://elinatoli.com

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

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Eric Ritter: Eric Ritter is the CEO and Founder of Digital Neighbor, a leading SEO and digital marketing agency focused on driving sustainable growth for law firms. With more than a decade of experience, he is known as “The SEO Sommelier” for his ability to simplify complex SEO and translate data into clear, actionable strategies. Eric specializes in AI-driven client acquisition and has been featured in publications such as Authority Magazine and Search Engine Watch. He also hosts The Search Bar Podcast, leads the Sip & Search attorney networking series, serves as an adjunct professor at the University of South Florida, and sits on multiple community boards in Tampa.

In this episode, Ted and Eric Ritter discuss:

• Future-proofing growth by optimizing for AI answer engines (AEO) alongside traditional SEO
• Using directories, reviews, and local listings to become the AI-recommended firm in your market
• Structuring site content into “Fraggles” so AI tools surface your firm as the authority
• Why practice area pages now outperform blogs for high-intent lead generation
• Leveraging LSAs and conversion data to double down on channels that produce the best cases

Key Takeaways:

• Firms that optimize for AI answer engines (AEO) alongside SEO will gain a long-term advantage over those focused only on traditional search.
• Accurate directories, reviews, and local listings play a major role in whether AI tools recommend your firm.
• Structuring content into clear, authoritative “Fraggles” helps AI surface your site to higher-intent prospects.
• Practice area pages are now the primary drivers of qualified leads as AI reshapes the top of the funnel.
• Firms that test LSAs, track AI-sourced traffic, and invest in what converts will win in the next phase of legal marketing.

“The good news is, if you’re doing really good SEO, you’re probably doing 60%, if not 80%, of what you should be doing for answer engine optimization as well.” — Eric Ritter 

Connect with Eric Ritter:  

Websites: https://helloericritter.com/ / https://digitalneighbor.com/ 

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

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Nermin Jasani: Nermin Jasani is a former Wall Street lawyer turned law firm consultant, specializing in empowering women-owned law firms to achieve sustainable growth without burnout. As the founder of Wildly Successful Law Firm, she combines her legal expertise with strategic business insights to help solo and small law firm owners streamline operations, enhance profitability, and reclaim their time.

In this episode, Ted and Nermin Jasani discuss:

• Why many law firms struggle with profitability due to underpricing and a lack of clear revenue targets
• How to reverse-engineer fees based on desired income, expenses, and capacity
• Building a multi-channel marketing strategy aligned with the practice area and the ideal client profile
• The role of intake automation and follow-up systems in maximizing conversion and consistency
• Why more Big Law attorneys—especially women—are launching boutique firms, and how to price and structure those practices for sustainable growth

Key Takeaways:

• A full pipeline means little if pricing and service packaging are not aligned with revenue and profit goals.
• Firms that run the numbers instead of relying on intuition often uncover where underpricing and inefficient matters are eroding margins.
• Simple improvements in intake and follow-up, such as automated scheduling and reminders, can significantly increase signed cases without additional ad spend.
• Treating marketing as a multi-channel system—rather than a single tactic—creates more predictable and higher-quality opportunities.
• High-performing firms are built on clear financial targets, aligned pricing, and streamlined systems, not just more traffic or more hustle.

“You can't talk about marketing without talking about your pricing, and you can't talk about marketing without talking about automation.” — Nermin Jasani 

Connect with Nermin Jasani:  

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

Email: [email protected] 

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Jeff Greenfield: Jeff Greenfield is an entrepreneur, advisor, and marketing innovator with more than three decades of experience in strategy, growth, and marketing leadership. He is the Co-Founder and CEO of Provalytics, where he is revolutionizing marketing attribution through AI-driven, privacy-first measurement solutions. Previously, Jeff co-founded C3 Metrics, leading breakthroughs in attribution, viewability, and cookieless identifiers that reshaped how marketers measure ROI. He has been featured at leading industry conferences, including NATPE, NAB, Mediapost, BANFF, MASB, ANA, and TVOT, and his thought leadership has appeared in outlets such as The New York Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.

In this episode, Ted and Jeff Greenfield discuss:

• Why traditional click-based attribution models no longer reflect real-world, multi-touch buyer journeys
• The shift from user-level tracking to impression-based, privacy-first measurement
• How CTV, OTT, YouTube, podcasts, and other upper‑funnel channels actually drive leads and sales
• The old “spiked attribution” method for linear TV—and why it fails in today’s streaming-first, on-demand environment
• Building a single source of truth for marketing performance that aligns marketing, finance, and channel teams

Key Takeaways:

• Google Analytics is strong at tracking on-site behavior, but it struggles to measure awareness-driven channels like CTV, streaming, YouTube, and podcasts.
• As privacy changes remove user-level tracking, marketers need to zoom out and focus on impressions and attention—not just clicks.
• Multi-touch attribution shows branded search often serves as navigation, not true demand creation, shifting more credit to upper-funnel channels.
• Firms relying on last-click data tend to overspend on paid search while underinvesting in channels that drive long-term growth.
• A single source of truth for performance enables smarter budget allocation, clearer ROI, and stronger buy-in from finance.

“At the end of the day, when you're investing dollars in marketing, what you're doing is you're not buying clicks — you're buying eyeballs, you're buying attention.” — Jeff Greenfield

Connect with Jeff Greenfield:  

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

Websites: https://jeffgreenfield.com/ / https://provalytics.com/

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

About Kyle Sheldon: Kyle Sheldon is the co-founder of De Facto Digital Consulting and a seasoned professional with over a decade of experience in the legal marketing industry. Alongside co-founder John Schroeder, Kyle launched De Facto Digital Consulting with a mission to bring greater transparency, accountability, and ethical practices to legal marketing. His work focuses on helping law firms better understand their digital investments and make informed, results-driven decisions that support sustainable growth.

In this episode, Ted and Kyle Sheldon discuss:

• Why unbiased marketing analysis is critical for law firms navigating SEO, PPC, and LSAs
• The most common marketing blind spots law firms face, including lead tracking and case attribution
• How intake breakdowns quietly destroy otherwise strong marketing campaigns
• What high-performing law firms do differently when it comes to budgets, expectations, and partners
• How better technology and accountability connect your marketing spend to real, trackable profit

Key Takeaways:

• Kyle built De Facto Digital Consulting specifically to remove vendor bias, offering law firms objective insights without selling SEO, PPC, or media services.
• Many firms struggle not because of poor traffic generation, but because they fail to track leads, attribute cases correctly, and follow up effectively during intake.
• The strongest firms treat marketing as a serious business investment—setting realistic budgets, hiring vetted partners, and holding agencies accountable to results.
• Without understanding true cost per case and payout potential, firms operate with blind spots that prevent smart scaling decisions.
• Long-term growth comes from connecting the full lifecycle—from awareness and lead generation through intake, case management, and revenue realization.

"We do not do any marketing ourselves. So we always say, no SEO, no PPC, no social media marketing. That allows us to be totally objective." — Kyle Sheldon

Connect with Kyle Sheldon: 

Website: https://defactodigitalconsulting.com/

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

YouTube: https://www.youtube.com/channel/UCIRp_k2QQ7kU56pVEoksQsg

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

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected] 

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.