In episode 603 of Lawyerist Podcast, Zack Glaser sits down with Karin Conroy to examine how AI is changing the rules of law firm marketing and what that means for lawyers who want to stand out for the right reasons.  

Karin explains why expertise, not automation, is what rises to the top in an AI filtered world. As large language models reshape how potential clients search for answers, shortcuts like keyword stuffing and mass produced content are quickly losing their impact. What stands out instead is real authority built through credibility, third party validation, media appearances, and consistent messaging across platforms. 

The conversation also challenges the idea that your website is your first impression. In today’s landscape, visibility often starts elsewhere. Zack and Karin unpack how referral systems support a larger authority strategy and what it truly means to move from building, to stabilizing, to growing your marketing in a deliberate and sustainable way. 

Listen to our previous episodes with Karin:  

Links from the episode: 

https://conroycreativecounsel.com/ 

Have thoughts about today’s episode? Join the conversation on LinkedIn, Facebook, Instagram, and X!  

If today's podcast resonates with you and you haven't read The Small Firm Roadmap Revisited yet, get the first chapter right now for free! Looking for help beyond the book? See if our coaching community is right for you.  

Access more resources from Lawyerist at lawyerist.com. 

Chapters / Timestamps:  

00:00 – Meet Karin Conroy
02:30 – AI, Agents & The Content Explosion
04:15 – The M Dash as a Trust Tell
07:00 – Why Google Isn’t the Front Door Anymore
09:00 – Knowledge Panels & Online Authority
12:30 – You Can’t Fake Expertise
15:00 – Stop Chasing SEO Tricks
17:30 – Authority Through Media & PR
21:00 – Who Needs a Media Kit
23:00 – Referrals Are a Marketing Strategy
25:00 – Build Before You Scale
28:00 – AI Rewards Real Experts
32:30 – Closing Thoughts