Marketing infrastructure for mid-market law firms and legal-tech platforms.

Mid-market law firms (5 to 200 attorneys) and legal-tech platforms face a marketing landscape where local search dominates client acquisition, content carries unusual weight because of the trust threshold, and bar-association compliance shapes every claim. IG builds the marketing and AI layer that operates inside those rules.

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What we see

The problems that show up in every engagement.

Local search is the dominant acquisition channel and most firms manage it badly.

A litigation boutique that does not appear in the local map pack for its practice area loses every nearby search to a competitor that does the basics. We do the basics, systematically, across every practice area the firm covers.

Content is a trust-building requirement, not optional.

Legal buyers research providers extensively before reaching out. A firm with zero original content on its practice areas competes only on referrals. We build the content layer that brings the firm into the buyer's research process before the call.

Bar-association compliance shapes what can be claimed.

Every state bar has rules on attorney advertising. Most firm marketing either over-claims (compliance risk) or under-claims (performance loss). We map the firm's claim posture against the relevant rules so the marketing operates with confidence.

Marketing automation is rare and badly implemented when it exists.

Lawyer-CRM systems are usually disconnected from the website, the intake flow, and the email cadence. We integrate the stack so an inbound lead is tracked from the search query through to the engagement letter.

AI in legal marketing has a high noise floor.

Most legal AI tools target practice work, not marketing work. The marketing-side AI deployment is rarer and less templated. We deploy the agents that handle intake triage, follow-up cadence, and content generation inside the bar rules.

How we engage

The IG approach.

Audit baseline + bar-compliance posture

Local search position, website conversion, intake flow, bar-rule compliance per state where the firm operates. Specific issues, specific fixes.

Rebuild the local-search surface

GBP profiles, schema, location-specific landing pages, review-generation. Same playbook IG uses for dental and contractor verticals, adapted to legal vocabulary and bar constraints.

Build the content layer

Practice-area content that ranks for high-intent buyer searches and respects bar-rule constraints on outcome claims. Authority signals (named attorneys, credentials, case-history references where permitted).

Wire the intake-to-engagement-letter flow

Website → intake → CRM → matter-opening tracked end-to-end. The marketing team knows which campaigns produced engagement letters, not just leads.

Want to talk about an engagement?

30-minute conversation. Bring the bottleneck. We will walk you through how the engagement would scope.

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