Strategic Planning for Law Firms in a Digital Era With Tanner Jones

Welcome to episode 304 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken welcomes in Tanner Jones, Vice President of Business Development at Consultwebs and one of the leading voices in digital marketing for law firms. With over a decade of experience helping firms generate hundreds of millions in verdicts and settlements from web-originated cases, Tanner brings deep insight into how SEO, paid search, and AI are reshaping the legal marketing landscape. His team at Consultwebs, composed of attorney content writers, digital strategists, and designers, has helped law firms nationwide build recognizable brands and achieve consistent year-over-year growth. What you'll learn about in this episode: 1. Paid Search in 2025 - How Google's LSA credit policy and PPC changes affect case volume - Why exact-match targeting outperforms broad match in competitive markets 2. AI's Impact on Visibility - How Google's AI Overviews and ChatGPT are influencing search and lead flow - What content structure helps firms appear in AI-generated answers 3. Attribution & Brand Building - Why tracking conversions is harder than ever in a multi-touch journey - The power of video and social content for building brand familiarity 4. Q4 Action Checklist - Auditing channels, cutting non-producers, and doubling down on top performers - Expanding review collection across Google, Facebook, and legal directories 5. Budgets, CAC, and ROI Targets - Understanding today's cost per case - Setting sustainable ROI goals Resources: Website: consultwebs.com/ LinkedIn: linkedin.com/in/tannerjonescw Facebook: facebook.com/consultwebs Twitter: twitter.com/Consultwebs Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind AI for PI Expo: www.pilmma.org/ai-for-pi-expo