Every firm claims expertise. Clients are choosing on something else.

Research and marketing for law firms . We find out how clients actually choose counsel, where your competitors are winning them, and what AI now says when a general counsel asks who to call. Then we act on it.

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What is changing

The shortlist is formed before anyone calls you.

Legal buyers have more information and less patience than they did five years ago. Panel reviews are run by procurement as often as by the general counsel. Directories still matter, but the shortlist is increasingly formed by search, by peers and by AI assistants that answer "which firms handle cross-border restructuring in Canada" with five names and a sentence on each. Firms that look identical in their positioning, and most do, are being sorted by whatever the buyer can find.

The buyer

How your clients decide now

General counsel and their teams research before the RFP, and arrive with a shortlist.
Practice-area expertise is assumed. The differentiators are sector knowledge, the named partners and evidence of outcomes.
Peer recommendation is still the strongest signal, and it is increasingly mediated by search, LinkedIn and AI answers rather than a phone call.
Pricing and staffing models are compared early, so how you describe them matters as much as what they are.

Through each offer

Research, strategy, marketing and AI for law firms

Research & Intelligence

Client research with general counsel and in-house teams on how they select and retain firms in your practice areas. Competitive intelligence on the firms you lose to: their positioning, their share of voice by practice and sector, how directories, search and AI describe them next to you.

Customer & Buyer Research Competitive Intelligence

Commercial Strategy

Positioning by practice group, and market entry for the sectors the firm wants to grow into.

Positioning & Messaging Market Entry & Go-to-Market

Marketing & Growth

Positioning and messaging by practice group, built from the research. A website that reads as the firm you are today, structured by the problems clients bring rather than the departments you have. Thought leadership with a point of view, and the search presence that gets it found.

Advertising Services SEO, AEO & Content Advertising Services

AI Services

An audit of how AI assistants answer the questions your clients ask, by practice area and sector, and which firms they name instead of you. Then the work that changes the answer.

Visibility Audit AI Search Optimization