As Mark Twain said it best — there are “lies, damned lies, and statistics.”

This 60% figure is false. Agencies need to stop using it in their articles to scare clients. Especially when they are working with law firms. 

For the last few months, marketing agencies have been citing this number to instill fear in law firms and encourage them to buy more search marketing services. The theory is: Oh no, I am going to lose 60% of my traffic! 

It is time for some SEO myth debunking. Let’s walk down the rabbit hole on how this “60% of all Google searches end with a zero click” myth came into existence. 

Google has not publicly confirmed a 60% zero-click rate. I found no primary data directly from Google validating this figure. Everything is based on a 2024 study and best guesses. 

Even with that study, the real zero-click rate was about 37%. 

Moreover, it has been that way since 2020. AI may be increasing zero-click searches somewhat, but the articles make it seem like it’s gone from 0% to 60%, which just isn’t the case. 

How Did This Myth Restart in 2026?

There are hundreds of articles that are stating this 60% figure. The latest I found was a May 11, 2026 article by SEO.com which stated: “Discover why almost 60% of searches end without a click and how to adapt now!”

The SEO.com article actually cites a Search Engine Roundtable article from July 3, 2024 – Google Zero Click Study Now at 58.5%, which cited a SparkToro study from 2024 – Zero Click Search Study. 

Yes, 2024. So over two years ago. It is not new data. It is not current data. It is a study by one agency from 2024.

It’s not even 60%; the zero-click study states it is 58.5%. People are rounding up. 

More importantly, that 58.5% is really 37.1%. 

Why? Because 21.4% of people conducted another search! It is not a zero-click if someone runs another search. So, with math, 58.5% of zero clicks become 37.4%.

Again, lies, damned lies, and statistics. 

The Real Data from 2024

The data from SparkToro / Datos / Clickstream from 2024 indicates:

• 41.5% of searches result in a click to a website.
• 37.1% of searches result in nothing. The user just stops their query. The user left Google for any number of reasons. Agencies claim this is because Google “stole” the answer via AI answers. In reality, many of these are “abandonment” cases for other reasons. Users could get distracted. Users could get quick answers for “weather” or “stock prices” and get what they need instantly, which Google considers a “successful” user experience and would have never visited your law firm website.
• 21.4% result in another search. Yes, that means it’s not that 60% end in a zero click; rather, it is only 37.1% end in a zero click. 

Zero Click Has Been This Way for Years

Did you know that in 2020, 64.82% of Google Searches ended without a click? So the number of zero-click searches is actually the same as six years ago. 

Yes, you read that right. It was actually the same six years ago. Actually, it was higher in the past than in the 2024 study. In talking about the 2024 study, SparkToro said: 

“These zero-click search numbers are slightly lower than the highs reported by SimilarWeb in December 2020, but considerably greater than the 2019 numbers reported by the now-defunct Jumpshot panel in June 2019.” – SparkToro

So the big jump was from 2019 to 2020, when Google first started answering questions. Since that time, it has been roughly the same. Plus, it has never been 60% and is more like 37.1% that ends in a true zero click. 

Some Extra Thoughts

• Estimates for 2026. The last true study was in 2024. Some estimates suggest that zero clicks might be slightly up in 2026. But that is only conjecture or estimates right now. 
• Zero Click – This does exist in set categories. Ones that don’t really apply to law firms. Think about all the data that Google has provided for years to users — weather, stocks, actor bios, dictionaries, maps, and more. All of that is included in the number, and none of it involves a law firm or a legal issue.
• AI Search vs. Google Search – It is also true that AI search has a high zero-click rate. This makes sense. If you are using AI search, many people do not click on the citations and just spot the AI result as fact. 
• Google Search is Changing – Moreover, Google search is changing in 2026. It could be that the new Google AI mode will increase the number of zero-clicks. 
• Search Increasing – Keep in mind that Google’s “pie” is getting bigger. Even if the percentage of clicks remains flat or dips slightly, the total search volume is rising. So even if zero-clicks come, you may end up with more traffic from more searches being conducted. 

Why This Matters – Don’t Fall for Scare Tactics

Marketing agencies are trying to use scare tactics to suggest that traffic to your website is going to die off. They throw around a 60% figure. But if you actually do the research, you will find that zero-click has been consistent for six years. Traffic to most properly optimized law firm websites has increased during that time and in the past year as well. 

PS:  Yes, the headline is a reference to Anchorman, Sex Panther by Odeon, a fictional, pungent cologne. I think that sums up how I feel about the 60% figure.

The post 60% of the Time it Works Everytime… The Myth of Google Zero-Click Search Results appeared first on PaperStreet.

Google is rolling out “AI Mode” as the default search experience. Instead of just handing users a list of websites to click on, Google is prioritizing curated answers, interactive summaries, and AI-generated recommendations directly at the top of the screen.

If you’re running a business or managing a law firm’s marketing, the playbook is changing. Here is exactly what’s happening and how you can come out on top.

The New Search Landscape: It’s Not Just About Ranking #1 anymore

The old mindset of fighting for that single #1 organic spot is becoming less relevant. In AI Mode, your website isn’t just competing with other links; it’s competing against:

• AI-Generated Summaries: Quick, synthesized answers to user queries.

• Follow-Up Prompts: Related questions that turn search into a live conversation.

• Visual & Sidebar Resources: Maps, local results, and videos taking up prime viewports.

The takeaway? Visibility now depends on how often your bran appears across multiple sections of the search experience, rather than a single ranking position. It’s a massive shift.  If you haven’t been ranking well historically, this is your chance to join the race.

The Next Generation of Google Ads

Ads aren’t going anywhere—they’re just getting an AI upgrade. Google is weaving sponsored placements directly into AI results with some incredibly smart new formats:

• Conversational Discovery Ads: Powered by Gemini, these ads dynamically answer a user’s specific, nuanced question, highlighting the exact features of your business that match their intent.

• Highlighted Answers: When AI Mode generates a list of recommendations, high-quality, relevant ads can appear seamlessly as a recommended “Highlighted Answer.”

• Business Agent for Leads: This is a game-changer for service-based businesses and law firms. Instead of sending a user to a static landing page to fill out a form, they can click “Chat.” An AI agent trained on your website will chat with them in real-time, answer their questions, and secure the lead instantly.

Your 90-Day AI SEO Action Plan

Don’t panic. While the search interface is getting a major face-lift, the core foundation of good marketing remains the same. Strong SEO fundamentals directly support AI Engine Optimization (AEO).

To make sure your business is the one the AI recommends, focus on building overall digital authority over the next 30 to 90 days:

• Run an AI Audit: Check how your business currently ranks or is mentioned within AI-driven search results.

• Stack Up the Reviews: In almost every AI-driven search, the top-recommended results correlate heavily with who has the most (and best) reviews. Focus heavily on reputation management.

• Get Third-Party Mentions (PR): AI learns from the whole web. Getting featured on reputable third-party sites, directories, and news outlets tells the AI you’re a trusted leader in your space.

• Double Down on “Human” Content: Write helpful, insight-driven website content and FAQs that read like they were written by a real expert, not an AI bot. Throw in video and multimedia to stand out even more.

The search world is shifting, but if you focus on building a trusted, highly-reviewed brand, Google’s AI will do the heavy lifting for you.

Listen to our podcast or check it out on YouTube today!

We’re also available Amazon, Apple and more!

The post Podcast: Google Addresses the New Reality of AI Search appeared first on PaperStreet.

At PaperStreet, we know how valuable time is. We also know the best law firm marketing plans and campaigns will fall flat if your website collapses under the strain of success. A one-hour audit is designed to reveal obvious gaps and missed opportunities. Give us an hour, and we will give you insight into what’s working and what’s not on your website. 

What You’ll Need Before You Start (5 Minutes)

A successful one-hour audit requires a few minutes of preparation and planning. Before you can dig into the audit, make sure that you have access to the following:

• Your website URL
• Your administration access password, if available
• Google search access, preferably in an incognito window
• Google Analytics and Search Console access (optional, but helpful)
• Something to make notes on as you go

Also, make sure that you clear an hour on your calendar. This audit can be done in one hour; however, if you get interrupted, that hour can easily double. Consider doing this on the weekend when phones aren’t ringing and interruptions are less likely. 

Step 1: First Impression Check (10 Minutes)

The first step in the audit is to check your virtual front door. For most law firms, this step yields the biggest insights. The reason for this is simple. How often do you visit your own website? For most people, that answer is not very often. Why would you? Once the website is up and running, unless you are the one updating it, you wouldn’t have a reason to visit it. 

You will need to run a set of searches. Preferably, you are going to do this in an incognito Google search window. You can open this window by clicking on the three dots in the upper-right corner of your browser and selecting “New Incognito Window.” Incognito mode prevents your browser from using stored information, allowing you to view the website as a new visitor without prior browsing data influencing the experience. Once you are ready to search, look at these things:

• Homepage: When you click on your home page, can you immediately identify the answers to these three questions: 
  • Who does the firm help? 
  • What does the firm do?
  • Where does the firm do it? 
• Above-the-fold messaging: What can you see on your website without scrolling? If the page has a title, for example, “Estate Planning Attorney in Cleveland,” and you cannot see that without scrolling because of the information in your banner, you have to assume that many of your clients who land on that page will think they are in the wrong place and bounce.  
• Visual professionalism: The next step is to detach yourself from ownership of your home page. Forget the money and effort you put into the development of your website. Look at it with a critical eye. 
  • What does it say about your firm? 
  • Is it professional-looking? 
  • Based only on this, would you hire yourself?

Remember, in the digital age, your website is your digital front door. Can potential clients find it? Assuming they can, is it the kind of place they would like to walk into?

Step 2: Navigation & User Experience (15 Minutes)

The second step of the audit involves navigating your website. The goal is to experience your website the way your clients experience it. The purpose of this step is to ensure your clients can find what they are looking for. Check for the following:

• Can a visitor find key pages in two clicks or fewer?
• Are the practice area pages logically organized?
• Are things clearly labeled?
• Is your contact information visible, accurate, and usable? 
• Do the pages load without hesitation?

This phase often reveals problems with structure and speed. Most law firm websites are not built in one day. As elements and complexity increase, the site’s overall structure can suffer. Viewing the site the same way a prospective client would will help you identify small glitches that may add up to big problems. 

Step 3: Content & Messaging Review (15 Minutes)

The third step looks at your content and messaging. Most firms have someone responsible for posting new content, but few have someone designated to remove content that has passed its shelf life.  Most law firms go through iterations of messages as the brand develops over time. Unfortunately, updating outdated messaging for older content is often overlooked.  

In this step, look at the following:

• Practice Area Pages: 
  • Do they represent the current areas in which you practice? 
  • Are they clearly titled? 
  • Do they provide the information that the visitors are looking for? 
• Attorney Bios: 
  • Are attorney bio pictures up to date? 
  • Are awards and accolades current? 
  • Are practice areas and memberships current? 
• Blog and Resources: 
  • Is the information contained in these pages current?  
  • Is there any dated material that is more than a year old? 
  • Does the branding match the firm’s current branding?
• Reviews, Testimonials, and Case Results: 
  • Does this information reflect your most current results? 
  • Is there anything that makes you cringe? 
• Links:  
  • As you look through the pages, spot-check links.
  • Do they work? 
  • Do their connections make sense?

Taglines and marketing strategies change and evolve over time. This phase of the audit usually reveals the progression of your marketing efforts. You do not necessarily need to replace all vestiges of the past, but anything that contradicts the current campaign should be changed. 

Step 4: Conversion (5 Minutes)

The next step in the audit is designed to ensure your clicks become conversions. Check the following: 

• Are your contact forms streamlined, collecting only the information that you really need?
• Are your phone numbers consistent and accurate across your platform? 
• Are your calls to action in the right places and clear? 

At this point, you should also use your cellphone to check how the contact forms and buttons work on a mobile device. This one small issue can be a sticking point for conversions. Remember, many legal services searches happen on mobile devices. Take the time to see if you can fill out your own contact form from a mobile device. If you cannot easily complete it, assume your clients cannot either. 

Step 5: Red Flags That Require Immediate Attention (10 minutes)

The fifth step of the audit is a wrap-up. After you finish the previous steps, take a minute to write up notes on what you found. These notes can become the basis for an action list.  Triage red flag problems that need to be addressed, including things such as: 

• Outdated content: Use your administrative powers to update or remove outdated content, or provide your administrator with a detailed list of pages you want deleted.
• Thin or duplicate practice area content: If there are duplicate practice area pages, delete the older of the pages. Make a list of thin content items for your legal content team to update. 
• Poor mobile experience: If what you see on mobile did not make you happy, contact your technical person immediately to address the problem.
• No clear marketing: If you were unfortunate enough to discover that your website has no clear marketing strategy, know that the problem can be fixed.

If you find any of these red flags, it may be a sign that you need a deeper law firm marketing audit.  

Turning Your One-Hour Audit Into an Action Plan

To get the full value from your audit hour, use it to develop an action plan. While not everything needs to be done immediately, a schedule should be set. Start with quick wins, but don’t ignore the long-term fixes that are needed. The first decision is what can be done internally and what needs to be outsourced. Whether it is assisting with clean-up or performing a deeper audit, at PaperStreet, we are ready to help you with all your law firm marketing needs.  Contact us today to get started.

The post How to Audit Your Law Firm’s Website in Under One Hour appeared first on PaperStreet.

• Who is the best [service type] near me?
• What law firm handles [type of case] in [city/state]?
• Which [specialty] attorney has the best reputation in [city/state]?
• Who should I call if I’m in a [type of accident]?

And the results they provide are never arbitrary. AI systems analyze hundreds of signals to determine which businesses are:

• Trustworthy
• Authoritative
• Have a good reputation
• Are likely to satisfy clients

And like it or not, reviews are one of the biggest signals they use to determine your answer.

Here’s Why Your Firm Needs Reviews Right Now

Until recently, SEO was largely about rankings. Get your website on page one of Google, and you’re in good shape. Not anymore. Many search queries never reach page one. If a search engine can provide a direct answer to a user’s question, it will. And these direct answers pull information from across the web to provide quick overviews, recommendations, and answers that don’t always require a single click. This presents a new problem for law firms.

When deciding which businesses to reference in their answers, AI algorithms quickly scan your website for signals that your firm meets the user’s criteria. Online reputation is one of them. If two firms have comparable websites, comparable experience, and similar visibility, the firm with better reviews will often look more reputable—not only to potential clients but to search engines and AI models.

Reviews are a Trust Signal

Let’s face it. When was the last time you chose a restaurant, contractor, doctor, or hotel without checking online reviews? You almost always check, right? And so do AI systems. While the exact inner workings of modern search algorithms and AI models are unknown, we do know they consider:

• Review volume
• Review scores
• Review recency
• Online reputation
• Various other factors

A law firm with 250 reviews (many of which are recent), a 4.9-star average, and/or multiple pages of detailed reviews presents a much stronger signal to AI than a firm with only 12 reviews, none of which are recent and only contain sparse details from clients. It’s simple: If your past clients aren’t mentioning your firm online, AI has fewer reasons to believe your firm should be considered for a direct answer.

Your competition knows this. In the past, a common thought may have been that “nobody in the field ever says anything about reviews.” That’s not true anymore. Plenty of firms have already discovered the importance of positive reviews. Your competition knows reviews matter for local SEO and AI-driven search. And if they don’t have a review program in place, they soon will.

Law firms that regularly ask clients for reviews are increasing their chances of appearing in AI-driven search results. Every new review:

• Strengthens their online presence
• Shows algorithms they have satisfied clients
• Improves their chances of being seen as a trustworthy authority by future clients

Law firms who wait to start getting reviews are already at a disadvantage.

Online Reviews Impact Everything

Legal marketers know online reviews impact Google Maps rankings. But they impact far more than that. Positive reviews impact:

• Local search visibility
• Google Business Profile (“Knowledge Panel”) performance
• CTR
• Conversion rates
• Visibility in AI answers
• And so much more

When comparing your firm to your competitors, online reviews can be the difference between choosing you and choosing them. A potential client may never read your attorney biography. They may not look at your case results. They might not visit your “What to Expect” page or any of your practice area pages. But they will see how many reviews you have. And when put into context with your competitors, they’ll see your star rating.

Get Reviews Now. If You Don’t, You’ll Regret It

PaperStreet started advising lawyers to get more reviews back in the early 2000s. That was years before reviews played such a huge role in local SEO. While we hoped they would become more important, we had no idea they’d become this important.

Online reviews are no longer “nice to have.” They are mandatory if you want to be found by the next generation of search.

Law firms that understand this and consistently generate client reviews will build a legacy that thrives in both traditional and AI-driven search. Law firms that don’t… won’t be seen.

What Should Your Firm Do?

If you don’t already have a process for earning client reviews, start one today. Here are four simple steps to get you started:

• Begin asking happy clients for reviews
• Incorporate requests into your closing calls
• Encourage your staff to also request reviews
• Send direct links to your review pages
• Follow up with clients who say they would be happy to leave a review
• Make sure someone is regularly responding to reviews

It won’t happen overnight. But soon your business will benefit from a consistent stream of positive reviews.

Let PaperStreet Help You Get Started Today

Online reviews have never been more important for law firms. They impact how you rank on Google Maps, how you show up in AI-driven searches, and whether someone picks up the phone to call.

Don’t wait any longer. Start earning reviews today or get ready to watch your competition pass you by. PaperStreet can help. We are currently running a bundle special – $95 for our Reviews Plugin + Law Firm Google Reviews (a $120 value, and the first month is free). Contact us today to discuss your options.

The post Law Firm Reviews Are No Longer Optional: Why Your Firm Needs Them Now appeared first on PaperStreet.

Most lawyers start their internet marketing efforts with enthusiasm. The logic of it makes sense. However, many get lost in the weeds when considering all the options. Then they get discouraged when they see lots of activity and very few actual leads. The secret of internet marketing is not about doing everything. It is about doing the right things well. At PaperStreet, we know that understanding what actually drives leads today is key to creating a marketing plan that fuels your business. 

What “Internet Marketing” Actually Means for Law Firms 

Understanding what drives leads today requires diving deeper into what “legal internet marketing” means. Begin with the end in mind. Internet marketing has one goal, and only one goal: client acquisition. It is not about building brand awareness or racking up likes on social media. Every dollar spent, tactic tried, and hour invested should connect back to generating qualified leads. 

There are five elements that make up the core of your internet marketing strategy:

• Your Website: Think of this as the hub. Everything else connects to or through it.
• Search Engine Optimization: SEO is the underlying digital structure that provides signals to a search engine, helping drive traffic to your website.
• Paid Advertisement, such as Google Ads and Local Service Ads: This works with SEO to feed leads to your hub.
• Content: This includes information on your website, such as practice area pages, blog posts, and FAQs. It’s like honey in a hive that gets potential clients to stick around on your site. It is also the information that Google’s web crawlers and ChatGPT evaluate to decide if your website is the right place to send the query.  
• Reviews and Reputation: These are often referred to as “trust signals.” Once a potential client lands on your site, positive testimonials are often what get them to come down from the fence and pick up the phone. 

None of these elements works in isolation. Each element drives the others. On the best websites, SEO is completely invisible. It is the organizational structure that works quietly in the background. When your potential clients reach your site, whether through a paid ad or a search, they find clear, well-organized information that answers their questions. 

The Four Drivers of Law Firm Leads Today 

For a long time, law firms measured their marketing success by tracking website traffic, page rankings, and impressions. When numbers went up, attorneys took it as a victory. While gaining those positive numbers felt good, they didn’t guarantee revenue — only signed clients can do that. Consider this: A firm that gets 500 visitors to its website but converts none of them is in far worse shape than a firm that has only 60 visitors but signs 10 clients. 

At PaperStreet, we have found that legal marketing practices that consistently drive leads have four things in common: they attract the right kind of traffic; they show up where potential clients are looking; they build trust quickly; and their websites are set up to close the deal. Here is what that looks like in practice. 

1. Search Intent: Getting in Front of the Right People

Getting this one right is one of the most essential things that attorneys overlook. If you are a divorce attorney in Rockville, Maryland, you do not have to rank first in the country for “divorce law.” You need high search rankings for divorce attorneys in Rockville, Montgomery County, and Maryland, as well as “near me.” Unless you have plans to open a branch office in Nebraska, you aren’t interested in a search by somebody in Omaha asking, “What is divorce?”

Consider the people behind these two searches: “what is a personal injury lawsuit” and “personal injury lawyer near me.” The first person has a curiosity. The second one has a need. Your marketing needs to be tailored to reach the second person. Targeting practice-area and location-specific searches is foundational to lawyer internet marketing. 

2. Visibility: Getting Discovered

Visibility happens in two ways: Google Business Profiles and organic search results. A Google Business Profile is a free listing that controls how your business appears on Google Search and in Google Maps. It includes key information such as your location, hours, contact details, and customer reviews. These profiles show up with a map at the top of local search results. For attorneys, being on the map can be the difference between a ringing phone and silence. 

The law firms that appear in Google’s top map results are not random. Google ranks them based on relevance, distance, and prominence. This means your firm must clearly match the search intent, be located near the searcher or target area, and demonstrate credibility through strong reviews and an established online presence. Firms that consistently manage their profiles, earn positive reviews, and maintain accurate, detailed information are far more likely to secure one of these highly visible positions.

This ties into the second driver of visibility: organic search results. Organic search results are the unpaid listings that appear in search engine results. The firms that rank well are the ones that have invested in location pages for each geographic area they serve, as well as dedicated area pages for each legal service they offer. To build visibility, they have done this consistently over time. This requires sustained effort, not shortcuts. Even as more searches are conducted using AI, the firms with strong content and clear expertise will continue to be seen. 

3. Trust: Why Credibility Matters More Than Rankings

Before the age of the internet, many law firms relied on referrals for new business. Referrals were driven by reputation. Successful firms were built on good reputations. The only thing that has changed is the medium. Pre-internet, it was word of mouth. Now, it is digital trust signals.

The trust signals that matter most in lawyer internet marketing include:

• Google reviews, especially recent ones
• A professional website that does not look cookie-cutter or neglected
• Clear, direct messaging that explains who you help and how
• Informational content that answers the questions clients are asking

People who are hiring an attorney are making a high-stakes decision. They aren’t just picking a restaurant for dinner. They are deciding who to trust with their future. A certain amount of that trust has to be established before the potential client ever picks up the phone to call you.  This is why your website and credibility matter much more than your rankings. 

4. Conversion: Turning Clicks to Cases

Conversion is the most often overlooked piece of the puzzle in lawyer internet marketing. This is where money gets left on the table. If your website can’t seal the deal, all of your marketing efforts have been wasted. Make sure these elements are pulling their weight:

• Clear calls to action on every page. These should tell visitors exactly what to do next.
• Mobile-friendly. This is important because most legal searches now happen on mobile devices.
• Fast load speed. People will bounce if your site takes too long to load.
• Simple contact forms. They should ask for no more information than is necessary.
• A prominently displayed phone number. People often feel an urgency to speak to a person.

Traffic without conversion is wasted money. A website that is built to convert interest into cases turns your marketing dollars into an investment, not just another operating expense. 

Final Thoughts: Focus on What Works

Effective lawyer internet marketing doesn’t require a whole separate professional training. What it requires is dedicated focus on what really matters. The firms that consistently deliver the most leads aren’t the ones that are doing the most. They are the ones doing the right things and doing them well, over and over again. 

At PaperStreet, we have learned that the majority of leads come from four things: showing up in front of the people who are ready to hire, being visible where they are looking, earning their trust before the first phone call, and making it easy to take the right step. When these four pieces of your marketing plan work together, internet marketing stops feeling like a guessing game and starts feeling like a well-oiled machine. Call us today if you are ready to start turning clicks into cases. 

The post Lawyer Internet Marketing 101: What Actually Drives Leads for Law Firms Today appeared first on PaperStreet.

For three days, we stepped out of our usual routines and into a setting that made collaboration feel lighter, conversations feel easier, and ideas feel bigger.

Training, Strategy, and Building What’s Next

While the ocean was never far away, the focus of the trip was forward-looking. We dedicated time to training and deeper strategic work, mainly digging into AI, exploring how it can shape our workflows, and defining goals for new internal programs and initiatives.

A major highlight was working alongside an AI champion to begin mapping and even coding early versions of the initiatives we had outlined. Instead of keeping ideas theoretical, we started turning them into something tangible… right there, in real time.

It was a reminder that innovation doesn’t always need a boardroom. Sometimes it just needs the right people in the right place with the willingness to build.

Team Building, But Actually Fun

Not everything was strategy sessions and screens. We leaned into some classic (and slightly chaotic) team-building games that brought out a different side of everyone. Our team building games succeeded in connection, and we had a fair amount of laughs as well.

Conversations That Don’t Fit in a Calendar Block

Some of the most valuable parts of the retreat didn’t happen on an agenda. They happened between sessions, at lunch tables, walking back from the beach, or sitting around after dinner.

When people who normally collaborate across time zones and states finally sit in the same physical space, the conversations change. They get more honest, more creative, and more human. This is the reason we continute to priortize traveling together every summer.

Our 2026 annual retreat left us feeling aligned on where we’re headed, how we’re using technology like AI, and how we continue building as a distributed team that still manages to feel close.

The post Annual Retreat 2026: Punta Cana appeared first on PaperStreet.

For some attorneys, DIY efforts can make sense early on and work well up to a point. For an attorney just starting out or a newly formed firm, DIY internet marketing may be the only option to get into the space. It comes with answering your own phone and cleaning the office on the weekend. But there comes a point for almost all firms at which this no longer makes sense. At PaperStreet, we have three decades of experience taking firms to the next level. 

What Counts as Attorney Internet Marketing Today?

Ask an attorney what counts as “practicing law,” and it is unlikely that you will get a one-word or even a one-sentence answer.  It just isn’t that simple. The same can be said of attorney internet marketing. It is not one thing or even one group of things in isolation. It is an ecosystem of things that work together to drive potential clients to your firm. It includes:

• • Website design: Your website is often the first impression potential clients will get of your firm. It needs to load quickly, look professional, and make it easy for visitors to find information and contact you.
  • SEO: Search engine optimization helps your firm appear in Google results when people search for legal help. This includes optimizing content and increasing your visibility in local search results.
  • Google Business Profile optimization: Your Google Business Profile plays a major role in local visibility. Keeping it accurate, active, and well-reviewed can directly impact whether your firm appears in the map results.

• Content marketing: Publishing helpful, relevant content builds trust with potential clients and search engine algorithms. This includes blog posts, detailed practice area pages, and answers to common legal questions.

• • PPC: Paid advertising allows your firm to appear at the top of search results. When managed well, it can generate consistent leads, but it requires careful budgeting and ongoing optimization.

• Reviews and reputation management: Online reviews influence both search rankings and client decisions. Actively managing and responding to reviews helps build credibility and reinforces your firm’s reputation.

Attorney internet marketing is not just about having a website, any more than practicing law is just about giving advice. Both go far deeper than surface-level things or activities. To be done well, both require numerous components working in concert to produce results. 

The Case for DIY Marketing

One of the best pieces of advice that Franklin Roosevelt ever gave was to start where you are, with what you have, and do what you can. For law firms, especially new firms and small firms, you have to start somewhere. One of the biggest benefits of DIY marketing is cost control. The largest expense is the time invested. For new attorneys who have extra time on their hands, this may make sense. 

DIY lets you control your messaging and branding directly. It also allows you to experiment as you explore what niche your firm will fill in your local or regional landscape. In some cases, it is the best way to learn what your competition does well and where there is room to differentiate your services. Plus, with today’s technology, you are not building from scratch. There are numerous website-building tools, AI writing capabilities, and basic SEO plugins that help DIY efforts avoid looking like amateur hour. 

Depending on the firm’s goals, DIY may be the answer. For new firms, this is a simple way to establish a basic online presence. It also works well in low-competition practice areas or in small geographic markets. There is also a small group of attorneys who are interested in marketing and enjoy it. 

The Hidden Costs of DIY Marketing

If you are still reading, you are probably not one of the few attorneys with a passion for legal marketing. For most attorneys, tasks such as answering the phone, cleaning the office, and legal marketing are delegable. There comes a point in time where you reach the tipping point, where what you can earn in billable hours exceeds what you save by doing things that do not require your unique expertise.

DIY may work for creating a simple website and keeping it running. However, to move beyond that requires specialized knowledge. SEO, analytics, and compliance issues are constantly evolving. Simply being unaware of requirements for privacy, security, or ADA compliance does not excuse non-compliance. 

DIY efforts often result in missed opportunities. Effective legal internet marketing is not about implementing best practices. It is about creating them. Doing what everyone else is doing will only get you so far. Once everyone else has caught on to the latest trend, your efforts will be diluted. At PaperStreet, our goal is to be at the forefront by developing new strategies. This keeps our clients at the front of the wave where the greatest potential lies. 

Signs That It’s Time to Bring in Experts

For many attorneys, the decision of when to bring in the experts is clear. For others, it may be less obvious. These are some signals that you should not ignore: 

• You’re not ranking on Google for key terms
• Website traffic is stagnant or declining
• Leads are inconsistent or low quality
• You’ve plateaued in growth
• You’re spending money on ads without a clear ROI
• Your competitors are clearly outperforming you online

One definition of insanity is to continue to do the same thing after you have realized that it does not work. If your firm is experiencing any of these issues, it is time to bring in the professionals. 

What Professional Attorney Internet Marketing Firms Do Differently

Many attorneys hold off on calling in digital marketing experts because they are not clear on what these professionals do that they themselves cannot do. The answer is numerous things, including:

• Data-driven strategy: Professional firms do not guess. They rely on data to guide decisions, from identifying the keywords potential clients are actually searching to analyzing what your competitors are doing well. This allows them to build a strategy that is targeted, measurable, and adaptable over time.
• Technical SEO and site performance optimization: Behind every high-ranking website is a strong technical foundation. This includes site speed, mobile usability, clean code, proper indexing, and structured data. These are often invisible to attorneys but critical for search engine performance.
• Conversion-focused design: Getting traffic is only half the battle. Professional marketers focus on what happens next by designing pages that guide users toward taking action, whether that is calling, filling out a form, or scheduling a consultation.
• Compliance awareness: Legal marketing comes with ethical and regulatory considerations that vary by jurisdiction. Experienced firms understand these rules and help ensure your marketing efforts remain compliant while still being effective.
• Ongoing optimization instead of one-time setup: Effective attorney internet marketing is not a “set it and forget it” process. Professionals continuously monitor performance, adjust strategies, update content, and respond to changes in search engine algorithms.
• Integration across channels: Rather than treating each marketing channel separately, professional firms coordinate efforts across SEO, paid ads, content, and local listings. This creates a more cohesive strategy that reinforces your visibility and improves overall results.

Just like there are numerous things that you do behind the scenes that your clients never see, the same is true with a professional legal marketing team. We stay on top of all of this, so you can focus on staying on top of your client’s legal matters. When we do our job right, the only thing you actually see are results. 

DIY attorney internet marketing can take you far, but not all the way. At a certain point, growth requires more than effort. It requires strategy, consistency, and a clear understanding of what actually drives results. If your marketing is not producing steady, high-quality leads, it may be time to bring in experienced professionals.

At PaperStreet, we help law firms turn their online presence into a reliable source of new business through focused, data-driven strategies. If you are ready to move beyond DIY and take a more strategic approach to growth, contact PaperStreet to learn how we can help.

The post Attorney Internet Marketing vs. DIY Marketing: When to Bring in Experts appeared first on PaperStreet.

For law firms and general Googlers everywhere, this will change how search results look, but despite all the scary headlines, the core fundamentals of legal marketing have not changed as much as people think.

Indeed, the presentation of search results is evolving rapidly, but the strategy behind visibility is not.

“AI Mode” Soon to Be the Default in Google

Google’s new “AI Mode” places AI-generated summaries, recommendations, and interactive answers directly into the search experience. Instead of simply showing 10 blue links in a traditional list, Google is prioritizing organizing information into curated answers and topic summaries.

Users may still see traditional search listings, but they are now competing for attention against:

• AI-generated summaries
• Maps and local results
• Sponsored placements
• Sidebar resources
• Related questions and follow-up prompts
• Video and visual content

This means the classic “ranking #1” mindset may become less relevant over time. (And, our jokes about hiding dead bodies on page two of Google will become moot.) Visibility will depend less on a single ranking position and more on how often your firm appears across multiple sections of the search experience. 

Visibility will depend less on a single ranking position and more on how often your firm appears across multiple sections of the search experience. 

The Fundamentals of Law Firm Marketing Still Matter… and Work

Even with AI-driven search, the foundational elements of SEO remain critical.

In the legal industry, the firms that continue to perform well are almost always the ones doing the basics consistently well:

Strong Reviews – Get Testimonials (You Can’t Have Too Many)

Google continues to rely heavily on reviews as trust signals. Firms with consistent, high-quality client reviews are more likely to appear prominently in maps, local listings, and AI-generated recommendations.

Location Signals – Ensure Contact Information is Up-to-Date

Local relevance still matters. Your office location, geographic targeting, and localized website content help Google understand where your firm should appear.

Helpful Website Content – Content Written by a Human with Actual Insights

AI search still needs reliable sources to pull information from. Detailed practice area pages, FAQs, attorney bios, blogs, and educational resources remain valuable (as long as it’s actually valuable content).

This is a good example of why firms like Thorn Law Group continue to perform well online. The strategy is not about chasing every algorithm update but rather consistently building strong, useful, trustworthy content.

Third-Party Listings & Mentions – Get Your Links

Listings on directories, legal organizations, associations, and other reputable websites continue to strengthen credibility signals. Google still looks at the broader web ecosystem when evaluating authority.

Search Results Are Becoming More Visual

One of the biggest changes is how search results are presented.

Instead of a simple list of websites, users are now seeing layered experiences that may include:

• AI-generated summaries at the top
• Interactive search bars
• Sidebars with resources and citations
• Maps and local business listings
• Embedded videos
• Sponsored sections
• Follow-up question prompts

In some industries, like dental marketing, Google is already experimenting with larger sponsored sections toward the bottom of AI results. It would not be surprising to see similar ad formats become more common in legal search as well. In fact, at PaperStreet, we believe you can pretty much count on it.

What This Means for Your Law Firm Marketing Strategy

The law firms that succeed in this next phase of search will likely be the ones that focus on overall digital authority instead of just keyword rankings.

That means investing in:

• High-quality content
• Strong local SEO
• Reputation management
• Consistent branding
• Video and multimedia
• Technical website performance
• Broad online visibility across trusted platforms

AI may be changing how search looks, but Google still needs (and always will need) trustworthy sources to fuel those answers.

Don’t Fear Google’s New Search Experience Because The Fundamentals Still Win

Google’s AI-driven search experience represents a major evolution in presentation, but not necessarily a complete reinvention of SEO.

Law firms that continue creating trustworthy content, building strong reputations, and maintaining solid local visibility are still positioning themselves well for the future, even if the search results page looks dramatically different than it did a few years ago.

Not sure where to start? Feel behind in becoming an authority in your practice areas? We have an entire team dedicated to fixing that. Contact us today and ask about our law firm internet marketing services.

The post Google Search is Changing in 2026: What Law Firms Need to Know appeared first on PaperStreet.

Next, think about how much thought you put into selecting your web hosting. Was there actually a selection? Chances are, very little thought went into the decision, if any. Most firms either pick the cheapest option or opt for whatever hosting is included in a website setup package. Unlike the decision about your office space, the choice was probably made before you even realized there was a decision to be made. At PaperStreet, we have seen how this can come back to haunt law firms. Not all hosting is equal. Law firms need performance, security, and reliability, not just a low-cost plan.

What Is Website Hosting?

Web hosting is the service that stores your website’s files on a server and makes them accessible to visitors when they access your site. Your website is stored as a collection of files and data. When someone visits your site, the server sends that information to their browser so the page can load and display.

When it comes to web hosting, there are two basic considerations: where the server lives and who manages it. This creates several options:

• Shared hosting: Your site shares a server with other sites. The provider manages the server itself, but you are typically responsible for your website’s updates, performance, and day-to-day management.
• VPS (Virtual Private Server) hosting: Your website still shares a physical server with other sites, but it is allocated its own dedicated slice of resources. This gives you more consistent performance, better stability, and greater control than shared hosting.
• Dedicated hosting: Your firm has an entire server to itself. This can be either self-managed (you handle everything) or provider-managed (the provider handles maintenance, security, and uptime).

Your website is often the first impression a potential client has of your firm. Slow load times or technical issues can quickly undermine trust. Reliable hosting ensures your site loads quickly and consistently, increasing the likelihood that visitors stay, engage, and ultimately reach out for help.

Why Hosting Matters More for Law Firms Than Most Businesses

Bad hosting decisions can negatively impact any business, but for law firms, the damages can be exponentially worse. In many legal markets, the competition can be fierce. The budget hosting plan that made sense when you set it up can quickly become a drag on your legal marketing if it fails to load quickly, leading to a high bounce rate among potential clients. 

For law firms, poor hosting decisions can have more serious ethical consequences. Weak security increases the risk of data breaches. This potentially exposes client information and creates ethical concerns under the professional responsibility rules. Also, for attorneys, secure communications are an ethical requirement that is not a concern in other businesses. Budget hosting plans are usually not designed with this in mind. 

Law firms often see spikes in traffic after major wins, media coverage, or high-profile cases. This is when visibility matters most. If your site slows to a crawl or crashes during that surge, potential clients will not wait. They will move on to the next firm. In those moments, poor hosting does more than create inconvenience. It directly translates into lost leads and missed opportunities.

Which Type of Hosting Makes Sense for Most Law Firms?

Unless you are one of the rare law firms lucky enough to have a staff member who is an official or unofficial skilled IT professional, managed hosting is usually the most practical choice. While it costs more than budget hosting, the peace of mind that comes with knowing a trained troubleshooter is available if you encounter an issue is usually well worth the extra cost. Also, having someone in charge of compliance issues can avoid being caught unaware by niche regulations.

Because of the sensitivity of the information attorneys collect and handle, it is best to avoid the inherent risks of low-quality shared hosting. While reputable hosting services use safeguards to isolate websites on the same server, not all do. Your security investment can be compromised if the other sites hosted on your server are not equally secure. Bob’s Used Auto Parts may not put the same value on security as your law firm. Unfortunately, Bob’s failure can leave everyone else on the server vulnerable to cyber-attacks. 

Key Features Lawyers Should Look for in a Hosting Provider

There are some rules of thumb that apply to shopping for a hosting provider. First, if it seems too cheap, it probably is. Second, identify the services and features you need and ensure they are included in your hosting agreement. Things that you need to consider:

• Speed and performance: Your website should load quickly and consistently across devices. Fast speed improves user experience, reduces bounce rates, and supports better search rankings.
• Uptime reliability: Look for providers that offer strong uptime guarantees (ideally 99.9% or higher). Every minute your site is down is a missed opportunity for potential clients to find and contact your firm.
• Security (SSL, firewalls, backups): A quality hosting provider should include essential security features such as SSL certificates, firewalls, malware scanning, and regular backups. These safeguards help protect sensitive client information and ensure your site can be quickly restored if something goes wrong.
• Scalability: Your hosting should scale with your firm. Whether you are expanding into new markets or experiencing a spike in traffic, your provider should be able to handle increased demand.
• Responsive support: When something breaks, you need real help fast. Choose a provider with knowledgeable, responsive support that can quickly diagnose and resolve issues, ideally without requiring you to manage the technical details yourself.

Knowing what you need before you start to look at hosting services can help ensure that you do not unwittingly find your website living on a server with Bob’s Used Auto Parts. 

When is it Time to Upgrade Your Hosting?

Like homeowners who do not understand the limitations of their fire insurance until after the fire, many firms will coast along with their original hosting until they notice cracks in the system. There are several signs that you may want to consider new hosting:  

• Slow website performance: If your site takes too long to load, especially on mobile devices, you are losing visitors before they even engage. Consistently slow performance is a strong signal that your current hosting cannot keep up with your site’s demands.
• Frequent downtime: Occasional outages happen, but recurring downtime is a red flag. If your site is regularly unavailable, even for short periods, it can damage your credibility and cost you potential clients.
• Security concerns: If you are dealing with malware issues, outdated systems, or unclear security protections, your hosting environment may not be adequate. For law firms, even small vulnerabilities can create serious risks.
• Increased traffic: As your marketing improves or your firm gains visibility, your website needs to handle higher traffic volumes. If your site struggles during spikes, it is time to move to a better hosting solution.
• Firm growth or expansion: Adding new practice areas, locations, or content increases the demands on your website. Your hosting should scale with your firm.

Website migration sounds intimidating. In practice, it is a very manageable process. Your new hosting provider typically creates a copy of your site, transfers the files and database, tests everything, and then switches the domain over once it is ready. When handled properly, the transition is seamless to users, with little to no downtime. The key is planning, testing, and working with a provider that knows how to move a live site without breaking it.

At PaperStreet, we help law firms choose and manage hosting that supports real growth, not just basic functionality. If your current setup is slowing you down or creating uncertainty, it may be time to take a closer look. Contact us to learn how the right hosting can strengthen your online presence and support your firm’s long-term success.

The post Law Firm Web Hosting Explained: What Lawyers Need to Know Before Choosing a Provider appeared first on PaperStreet.

Our recent show, however, breaks down the execution of the practices. As content is one of the primary criteria for a successful campaign, we outline the parameters AI bots are looking for and help you create a content strategy that any firm can implement. Take a listen or watch it on YouTube.

The post Podcast: How to Get Your Law Firm’s Content to Appear in AI Search appeared first on PaperStreet.