Cooper Shattuck, Cartography Consulting, LLC

The legal industry is evolving rapidly, and so is the way attorneys market their services. Gone are the days when word of mouth, a Yellow Pages ad, or a billboard were enough to build a successful practice. Today, harnessing technology for legal marketing is not only a best practice—it is a necessity. And while it’s true that putting all the pieces together can feel like a very steep climb, with a strategic approach and the right tools, attorneys can reach new clients, build stronger relationships, and position themselves as thought leaders in their areas of expertise. Here are some effective tools and trends to help on your way up.

1. Leverage SEO and Local Search Optimization

Search Engine Optimization (SEO) is fundamental to any modern marketing strategy, especially for lawyers. Most clients begin their search for legal representation online, often using search terms like “personal injury attorney near me” or “best divorce lawyer in [city].” To capture these potential clients, attorneys must ensure that their websites are optimized for relevant keywords and structured to appear in local search results.

Key Tools:
• Google My Business: Keep your profile updated with your practice’s latest information to boost visibility in local searches.
• Ahrefs, SEMrush, and AnswerThePublic: These platforms can help identify keyword opportunities and track competitors.
• Yoast SEO (for WordPress users): A user-friendly plugin that can help optimize website content.


2. Content Marketing: Educate to Engage

Content marketing remains a powerful tool for law firms. By sharing informative blog posts, articles, videos, or webinars, attorneys can position themselves as subject matter experts and build trust with potential clients. Focus on providing practical, easy-to-understand insights that address the common concerns of your target audience.

Content Ideas:

• Blog posts explaining recent changes in law or court rulings.
• Video Q&A sessions where you address frequently asked legal questions.
• Case studies that demonstrate your expertise and track record.

Key Tools:
• HubSpot: For creating and managing content, as well as monitoring its performance.
• Canva: For designing engaging graphics for social media posts or blog headers.
• Loom: An easy way to create quick explainer videos or client-facing updates.


3. Social Media: Humanize Your Brand

While social media might seem like a better fit for business to consumer industries, it can be a powerful tool for lawyers as well. Platforms like LinkedIn, Facebook, and even Instagram provide opportunities to showcase your expertise, share client success stories (with their permission), and engage with your community. The key is to create authentic, value-driven content that helps demystify legal processes and makes you approachable.

Key Tools:
• Buffer or Hootsuite or Sprout Social: For scheduling posts across multiple social media platforms.
• LinkedIn: Use it to share thought leadership articles and engage in professional groups.
• Meta Ads Manager: For targeting local audiences with ads that highlight your practice’s strengths and unique services.


4. Pay-Per-Click (PPC) Advertising: Immediate Visibility

While SEO is essential for long-term growth, Pay-Per-Click (PPC) advertising can provide immediate visibility. Google Ads can be particularly effective for attorneys because they allow you to target potential clients actively searching for legal help. Properly crafted ads can direct traffic to a targeted landing page on your website, increasing the chances of conversion.

Key Tips:
• Focus on highly targeted keywords to avoid wasting your budget.
• Direct users to a landing page designed to convert, with clear calls to action and contact forms.
• Continuously monitor and adjust ads to maximize return on investment (ROI).

Key Tools:
• Google Ads: Create and monitor campaigns to drive traffic to your website.
• CallRail: Track calls generated from your ads, helping measure ad performance.
• WordStream: For managing and optimizing Google Ads campaigns.


5. Client Relationship Management (CRM): Build and Nurture Relationships

A robust CRM system is crucial for managing and nurturing relationships with both potential and existing clients. CRMs help attorneys organize contact information, track interactions, and streamline follow-up efforts. For law firms, a CRM can also facilitate marketing automation, allowing you to send personalized email campaigns or reminders for consultations, keeping your practice top-of-mind for clients.

Key Tools:
• Clio Grow: A CRM tailored for law firms, offering features like automated follow-ups and client intake.
• HubSpot CRM: An excellent option for firms looking for a free, scalable CRM.
• Mailchimp: Use it for sending newsletters, case updates, or seasonal greetings.


6. Artificial Intelligence (AI) and Chatbots: Enhance Client Experience

Artificial intelligence is no longer a buzzword; it is a practical tool that can enhance client experience. AI-powered chatbots can handle basic client inquiries, schedule appointments, and direct potential clients to the right resources on your website. This can free up time for your team and ensure that inquiries are handled promptly, even outside regular office hours.

Key Tools:
• Drift (now part of Salesloft): A chatbot platform that can help pre-qualify leads before they reach you.
• LawDroid: A chatbot designed specifically for legal practices to automate client intake and scheduling.
• ChatGPT: An advanced AI language model developed by OpenAI, capable of understanding and generating human-like text for a wide range of topics and tasks.


7. Analytics and Data-Driven Decision Making

The most successful legal marketing strategies are those grounded in data. Understanding which tactics are driving traffic, generating leads, and converting clients allows you to make informed decisions about where to allocate your resources. Google Analytics, social media insights, and other analytics tools can provide valuable insights into client behavior and marketing performance.

Key Tools:
• Google Analytics: Track website traffic, user behavior, and conversions.
• Hotjar: Understand how visitors are interacting with your website through heatmaps and session recordings.
• Sprout Social: Get detailed insights into your social media performance and engagement.


8. Stay Ahead of the Curve

Technology has transformed the way law firms connect with clients, but it is not enough to adopt these tools—you have to use them strategically. By focusing on the right mix of SEO, content marketing, social media engagement, and data analytics, you can build a robust marketing strategy that drives growth and helps you stand out in a competitive market. Remember, the goal is not just to reach more people—it is to reach the right people and provide them with the value they need at every stage of their journey.

Sound overwhelming? We can do it for you. Call or email today to see how we can help keep your marketing up-to-date.

Join Us for an Unforgettable Experience in Denver!

Explore the vibrant city of Denver while attending ACLEA’s 60th Annual Meeting! From historical landmarks to artistic hubs, Denver offers a diverse array of attractions that will enrich your visit.

Denver Airport

Upon arrival at Denver Airport, you'll be greeted by its iconic sculpted roof canopy, inspired by the majestic Rocky Mountains and the early history of Colorado. Denver Airport is not only known for its striking architecture but also for the myriad of conspiracy theories that surround it, making it a fascinating and mysterious gateway to the city. On your arrival/departure, keep an eye out for the intriguing “Blucifer” mustang sculpture (as its affectionately called by locals) by Luis Jimenez, especially at night when its red eyes glow.

Explore Denver with the 16th Street Mall Shuttle

Discover the heart of downtown Denver with the convenient and free 16th Street Mall Shuttle. This shuttle runs along a mile-long pedestrian promenade lined with shops, restaurants, cafes, and entertainment venues, offering easy access to Denver's vibrant urban scene.

Highlights of the 16th Street Mall:

• Shopping: Browse a variety of shops ranging from major retailers to unique boutiques.
• Dining: Enjoy a diverse selection of restaurants, breweries, and eateries catering to every taste.
• Street Performers: Encounter talented street performers showcasing their skills along the mall.
• Art Installations: Admire public art installations and sculptures that enhance the mall's atmosphere.

The shuttle operates daily, making it convenient to explore downtown Denver's attractions, including nearby museums, galleries, and historic landmarks.

Denver Mint

Dive into the rich history of the United States Mint and witness the fascinating process of coin production. Enjoy a free, guided tour of the Denver facility and discover how billions of coins are minted each year.

Denver Convention Center and the Iconic Blue Bear

While attending ACLEA, be sure to visit the Denver Convention Center, a premier event venue known for its modern architecture and state-of-the-art facilities. One of the most famous landmarks at the center is the giant Blue Bear statue, officially named "I See What You Mean," created by artist Lawrence Argent. This 40-foot-tall sculpture playfully peers into the convention center, symbolizing curiosity and the spirit of discovery that embodies Denver.

Don't miss the chance to snap a photo with this beloved local icon and explore the convention center's impressive spaces. The Blue Bear is a must-see and an excellent representation of Denver's vibrant and creative community.

Experience the Magic of Meow Wolf Denver

Make sure to carve out some time to visit Meow Wolf Denver, a surreal, immersive art experience that will captivate your imagination. Known as the “Convergence Station,” this multi-story exhibition is filled with interactive art installations, vibrant visuals, and mind-bending environments created by a diverse collective of artists.

Meow Wolf offers a unique journey through a fantastical narrative that intertwines art, technology, and storytelling. Whether you’re exploring a mysterious cosmic station, wandering through otherworldly landscapes, or engaging with playful and thought-provoking exhibits, Meow Wolf promises an unforgettable adventure for visitors of all ages.

Discover the unexpected, dive into the dreamlike, and let your creativity run wild at one of Denver’s most intriguing attractions.

Capitol Hill & Golden Triangle Creative District

Discover the bustling heart of Denver with a visit to the Capitol Hill and Golden Triangle Creative District. Tour the iconic gold-domed State Capitol, stroll through Civic Center Park, and marvel at the beautiful historic mansions, including the Molly Brown Museum. In the Golden Triangle, explore the Denver Art Museum, Kirkland Museum of Fine & Decorative Art, and the Clyfford Still Museum. With its galleries, studios, museums, shops, restaurants, and nightclubs, this neighborhood is perfect for a leisurely walk.

Molly Brown House Museum

Step back in time and delve into the story of Margaret “Molly” Brown, a Titanic survivor and local heroine known for her activism, philanthropy, and humanitarian efforts. The Molly Brown House Museum offers a fascinating glimpse into her remarkable life.

The Brown Palace Hotel and Afternoon Tea

Just a short walk from the Sheraton, the historic Brown Palace Hotel is a must-see. Admire its stunning design and architectural details, and don’t miss the honeybee hives on the roof, with honey available for purchase in the gift shop. For a truly iconic experience, book an Afternoon Tea in the atrium – it's an unforgettable treat. Learn more about the hotel and Afternoon Tea.

Explore Larimer Square and LoDo

Immerse yourself in the historic charm and vibrant energy of Denver's Larimer Square and Lower Downtown (LoDo) areas.

Larimer Square
As Denver's oldest and most historic block, Larimer Square offers a delightful blend of Victorian architecture, boutique shops, trendy restaurants, and lively nightlife. Stroll beneath the charming canopy of lights, discover unique local stores, and savor gourmet meals at some of Denver's finest eateries. It's the perfect spot for an evening out or a leisurely afternoon of shopping and dining. If you’re feeling extra celebratory, check out Corridor 44 – Denver’s only champagne bar.

Lower Downtown (LoDo)
Adjacent to Larimer Square, LoDo is a bustling neighborhood known for its rich history, renovated warehouses, and dynamic atmosphere. Home to Coors Field, where you can catch a Rockies game, and Union Station, a beautifully restored transportation hub with shops, bars, and restaurants, LoDo is the heart of Denver's social scene. Explore its lively bars, craft breweries, and cultural venues, making it a great area to experience the city's vibrant nightlife and community spirit.

Want to explore outside of Denver?

Experience the Iconic Red Rocks Amphitheatre
No visit to Denver is complete without experiencing the legendary Red Rocks Amphitheatre. Nestled in the foothills of the Rocky Mountains, this world-renowned open-air venue offers breathtaking natural acoustics and stunning views. Whether you're attending a concert under the stars, exploring the Visitor Center, or hiking the scenic trails, Red Rocks promises an unforgettable experience.

Getting There
For your convenience, there are several shuttle services available from Denver to Red Rocks Amphitheatre. These shuttles provide a hassle-free way to enjoy your visit, ensuring you can relax and soak in the scenery without worrying about transportation.

Visit Summit County, a Mountain Paradise Near Denver

Escape the city and explore the natural beauty of Summit County, located just a scenic drive from Denver. This mountainous region offers outdoor enthusiasts a playground of activities throughout the year.

Outdoor Adventures:
In summer, hike or mountain bike along picturesque trails, paddle on alpine lakes, or try your hand at fly fishing in clear mountain streams.

Scenic Beauty:
Marvel at breathtaking mountain vistas and serene landscapes. Take a scenic drive through mountain passes like Loveland Pass or explore charming mountain towns like Silverthorne, Frisco and Dillon, each offering their own unique charm and outdoor recreation opportunities.

Cultural Attractions:
Discover local history and culture at museums, art galleries, and historic sites in towns like Breckenridge, known for its rich mining heritage and Victorian architecture.

Accessibility:
Summit County is easily accessible from Denver via I-70 West, making it a perfect day trip or weekend getaway for those seeking outdoor adventure and relaxation in the Rocky Mountains. There are several shuttle options from the airport to Summit County. Bustang also operates a bus from downtown’s Union Station to Summit County locations. Once you arrive, there is a free Summit Stage bus system throughout Summit County.

We look forward to seeing you in Denver for an enriching and enjoyable conference experience!

To commemorate both Black History and Women’s History Month, ACLEA’s Equity, Diversity, and Inclusion Committee wants to highlight pioneering Black women attorneys who were truly the firsts of their time. Their fearless tenacity opened doors for many, and we pay tribute to them today and every day.

Constance Baker Motley (b. September 14, 1921 - d. September 28, 2005)
Civil rights advocate Constance Baker Motley was the first Black woman to be appointed to a federal judgeship in 1966. Her achievements also include working alongside Thurgood Marshall at the NAACP Legal Defense Fund, representing Martin Luther King Jr., serving in the New York State Senate, and serving as Manhattan Borough President in New York City.

Charlotte E. Ray (b. January 13, 1850 - d. January 4, 1911)
In 1872, Charlotte Ray became the first Black woman attorney in the United States. She was active in the NAACP and the suffragist movement. Fun fact: she applied to and was admitted to Howard University Law School under the name “C. E. Ray,” in a possible attempt to hide her gender.

Elreta Melton Alexander (b. March 21, 1919 - d. March 14, 1998)
In 1945, Elreta Melton Alexander became the first Black woman to graduate from Columbia Law School. She was also the first Black woman in North Carolina to be licensed and practice as a lawyer. Other firsts that she holds include being the first Black woman to argue before the North Carolina Supreme Court, founder of one of the first integrated law firms in the South, and the first Black woman to be elected a district court judge in North Carolina.

Eunice Carter (b. July 16, 1899 - d. January 25, 1970)
Eunice Carter was one of the first Black women lawyers in New York state and one of the first women of color prosecutors in the United States. In fact, she was instrumental in taking down the famous mobster Charles “Lucky” Luciano. Her list of achievements also includes serving as chair of the United Nations Committee of Laws.

Jane Bolin (b. April 11, 1908 - d. January 8, 2007)
Jane Bolin was the first Black woman to graduate from Yale Law School, and in 1939 became the first Black woman judge in the country. She served as a judge in the New York Family Court for more than 40 years. She was also the first Black woman to work as an attorney for the New York Law Department, and likewise, to join the New York City Bar Association.

Lutie Lytle (b. November 19, 1875 - d. November 12, 1955)
Lutie Lytle was the third Black woman to earn a law degree in the United States, the first Black woman admitted to practice law in the states of Kansas and Tennessee, and in 1897, became one of the first women law instructors in the world. She held a deep love for the law and as the daughter of former enslaved people, understood intimately its powerful impact. “I like constitutional law because the anchor of my race is grounded on the constitution," Lytle said. "It is the certificate of our liberty and our equality before the law. Our citizenship is based on it, and hence I love it." She embraced her passion and used it to serve the Black community for her entire legal career.

Mary Ann Shadd Cary (b. October 9, 1823 - June 5, 1893)
Born in 1823, Mary Ann Shadd Cary was an abolitionist, journalist, and attorney. She was the first Black woman to become a newspaper editor in the United States and the second Black woman to earn a law degree in the country (the first was Charlotte E. Ray). Shadd Cary founded a newspaper, The Provincial Freeman, as part of a larger effort to help escaped enslaved people find assistance and cover abolitionist news and issues. She also founded a school for children of all races. In 1863, she became a recruiter for the Union Army, encouraging enslaved people to join the fight against the Confederacy. Not stopping there, she earned her law degree from Howard University in 1883 at 60 years old. Truly a legend.

Mahala Ashley Dickerson (b. October 12, 1912 – February 19, 2007)
In 1946, Mahala Ashley Dickerson became the first Black woman to practice law in the state of Alabama. She later became the first Black woman to be admitted to the Alaska State Bar, and the second in Indiana. Dickerson was a civil rights champion for her entire career. One of her most notable cases came in 1975, when she emerged victorious in an equal pay case for women professors at the University of Alaska. In 1982, she was recognized by the NAACP for her civil rights work, and in 1983, she became the first Black president of the National Association of Women Lawyers. She practiced law until the age of 91 and passed away in 2007 at the age of 94.

Paulette Brown (b. April 28, 1951 – )
In 2015, Paulette Brown became the first Black woman president of the American Bar Association. During her tenure, she played a key role in developing major diversity initiatives including the drafting of an ABA House of Delegates resolution encouraging all states to require attorneys to take a mandatory continuing legal education course on the subject of diversity and inclusion in the legal profession. Brown also served as Senior Partner and Chief Diversity and Inclusion Officer at Locke Lorde LLP. Her decades-long legal career continues to thrive, and her brilliance is matched only by her humility and grace.

Sadie Tanner Mossell Alexander (b. January 2, 1898 – November 1, 1989)
Sadie Alexander was the first woman to earn a PhD in economics in the United States and in 1927, she became the first Black woman to graduate from the University of Pennsylvania Law School. She was an Assistant City Solicitor for the City of Philadelphia and was a civil rights advocate, working closely with the ACLU, the National Urban League, and other leading civil rights organizations. In 1947, she was appointed to the President's Committee on Civil Rights by President Harry S. Truman and in 1978, was appointed by President Jimmy Carter to serve as chairperson of the White House Conference on Aging.

Ketanji Brown Jackson (b. September 14, 1970 - )
In 2022, Ketanji Brown Jackson became the first Black woman to serve on the Supreme Court of the United States. Justice Jackson held an impressive career even before being appointed to the Supreme Court. She went to Harvard College and Harvard Law School. After graduating from law school, she clerked for three federal judges, including Supreme Court Justice Stephen Breyer. She also worked as a federal public defender and served as Vice Chair of the United States Sentencing Commission. She was then appointed by President Barack Obama to serve as a judge on the U.S. District Court for the District of Columbia, and later was appointed by President Biden to serve on the U.S. Court of Appeals for the District of Columbia.

Michelle Obama (b. January 17, 1964 - )
Michelle Obama served as the first Black First Lady of the United States. She is also an accomplished lawyer, author, and Grammy winner. As First Lady, Michelle Obama pioneered initiatives aimed at combating childhood obesity, supporting veterans and military families, and helping students achieve the educational and vocational skills they need to become successful in the job market. She also encouraged educational pursuits for young girls and women worldwide.

Kamala Harris (b. October 20, 1964 - )
Kamala Harris has an impressive list of accolades and has achieved many “firsts” in her career. She was the first person of color elected to serve as District Attorney of San Francisco and later became the first Black and first South Asian American Attorney General of California. In 2017, Harris was elected to the United States Senate and just three years later, she became the first woman, first Black person, and first South Asian American person to be elected to serve as Vice President of the United States.

These trailblazers truly changed the game, and we are forever grateful for their contributions to the legal profession and our entire legal justice system.

This post is a compilation of previous posts on the Lawline Blog, authored by Angelica Cesario.

November reminds us to recognize and celebrate the rich culture and contributions of Native Americans. It’s also a time to reflect on the challenges and triumphs that Native American communities faced and continue to face today. One way ACLEA members can celebrate Native American Heritage Month is to learn about the contributions of Native Americans, particularly in the legal field. Native American lawyers have played a vital role in advocating for the rights of Native Americans and Native American tribes.

One early Native American lawyer to recognize is Eliza “Lyda” Burton Conley, a Wyandot Native American and direct descendant of Wyandot’s Chief Tarhe. Conley was the first Native American woman to present a case before the United States Supreme Court. In 1910, she argued against the federal government’s intention to sell a sacred burial ground, Huron Indian Cemetery, to private developers. The cemetery is in Kansas City, Kansas on the sacred land where her Wyandot ancestors and family members were buried.

Conley argued this case during a challenging time when the federal government did not recognize Native Americans as citizens and treated them as wards of the state. Although she lost the case, Conley continued to fight to protect the sacred land, even physically guarding the land with her sister. Noticing her work, Kansas Senator Charles Curtis visited the cemetery and introduced a bill to protect it. The bill was adopted in 1913. It protected the cemetery from future development and secured funds for its preservation. The land is now listed in the National Register of Historic Places as the Wyandotte National Burying Ground.

Today, Native American lawyers continue to face challenges. They make up the smallest percentage of racial ethnic groups among U.S. lawyers. The ABA’s 2022 Profile of the Legal Profession stated that only 0.5% lawyers in the United States are Native American. The U.S. population is 1.3% Native American.

A study by the National Native American Bar Association found that 40.65% of Native American attorneys surveyed reported facing harassment based on their race, ethnicity, and/or tribal affiliation and “33.63% reported experiencing one or more forms of discrimination based on their race, ethnicity, and/or tribal affiliation.” The study also found that Native American lawyers face “high levels of isolation in the workplace and need higher levels of awareness about their issues in the legal profession.”

Despite the many challenges they face, Native American attorneys continue to advocate for the rights of Native Americans and Native American tribes. Take Diane Humetewa (hoo-MEE-tee-wah), a member of the Hopi Tribe in Arizona and first female Native American federal judge. Judge Humetewa’s life’s work has been integrally involved with Indian law issues. After receiving her J.D. from the Arizona State University College of Law (now Sandra Day O’Connor College of Law), she was an intern and later the deputy chief counsel for the U.S. Senate’s Committee on Indian Affairs from 1993 to 1996. She served as a Hopi Tribal Appellate Court Judge from 2003 to 2007 and as U.S. Attorney for the District of Arizona from 2007 to 2009. In 2014, the Senate unanimously voted to confirm Humetewa as a federal district judge in the District of Arizona.

As we celebrate Native American Heritage Month, let’s take this opportunity to learn more about the contributions of Native American lawyers and how to support them in their work. Native American lawyers face many challenges, but they continue to advocate tirelessly for the rights of Native Americans and Native American tribes. We can support them by raising awareness of the issues they face and by amplifying their voices.

Here are a few ways you can support Native American lawyers:

• Learn about the work of organizations such as the National Native American Bar Association or the Native American Rights Fund.
• Attend events and webinars that feature Native American lawyers and learn about their work:
• Watch a discussion on the documentary Warrior Lawyers.
• Watch the program “Indian Law Cases Decided By SCOTUS This Term: A Primer”.
• Amplify the voices of Native American lawyers on social media and in your community, such as Stacy Leeds and Tara Houska.

By supporting Native American lawyers, we can help to create a more just and equitable legal system for all.

Equity, Diversity, and Inclusion Committee

Every year Hispanic Heritage Month is celebrated from September 15 to October 15. September 15 is the Independence Day of Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico and Chile also celebrate independence days during Hispanic Heritage Month. Countries included in Hispanic Heritage Month include Argentina, Bolivia, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Equatorial Guinea, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela. Hispanic Heritage Week was originally introduced in 1968 and it was extended to a month-long celebration/recognition in 1988.

The United States of America (America) celebrates Hispanic Heritage Month by recognizing the contributions and achievements of Hispanic and Latinx Americans, appreciating the community’s history, heritage, and the contributions of ancestors of American citizens who came from Mexico, Spain, the Caribbean, and South and Central America. Communities celebrate through festivals, art shows, conferences, community gatherings, and much more.

Part of the goal of Hispanic Heritage Month is to increase the visibility of people, achievements, and events that have helped shape the United States. We encourage you to take a moment to learn about Hispanic leaders, politicians, artists, and others who continue making a difference.

If you are interested in both learning and doing more, join the ABA Wide 21-Day Hispanic Heritage Equity Habit Building Challenge©. The ABA notes that the intention of the Challenge is to “assist each of us to become more aware, compassionate, constructive, engaged people in the quest for equity, and specifically to learn more about the Hispanic Heritage.”

Links to additional resources to learn more about Hispanic Heritage Month are shared below:

• National Museum of the American Latino
• Smithsonian – Hispanic Heritage Month
• National Hispanic Heritage Month
• National Park Service – Hispanic Heritage Month
• NPR – Yes We’re Calling It Hispanic Heritage Month