Lawyer Up (& to The Right) Podcast

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Jul 2026

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About the show

A marketing and growth podcasts specifically for law firms. Each week we will discuss news, tactics and strategies that are driving new cases for real law firms. Led by hosts Ryan Stewart and Cesar Cobo, with a combined 20 years of experience helping law firms get more leads and cases online.

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47 recent

July 27, 20268 min

Buying Personal Injury Leads? Watch This NOW

If you're buying personal injury leads, you're out of business — you just don't know it yet. That's not a hot take. It's already law. California's SB 37 and Colorado's SB 25-174 are going after the lead-gen vendors that have been running garbage ads under your name for years. And more states are coming. Here's why buying leads is quietly killing your firm — and the simple fix that builds a moat around it: run your own Facebook and Instagram video ads. We're getting our clients sub-$2,000 signed MVA cases doing exactly that. Chapters: 0:00 — If you buy leads, you're out of business 0:18 — California SB 37: what it actually bans 0:52 — Colorado SB 25-174: buying/selling leads is now illegal 1:47 — How lead-gen companies hold you hostage 2:32 — Why your cost per case keeps climbing (supply & demand) 3:16 — Problem #1: they inflate your costs 3:59 — Problem #2: they cheapen your brand 4:39 — Problem #3: they steal your audience 6:15 — "But they work" — the rebuttal 6:57 — The fix: run your own video ads 7:17 — Sub-$2,000 signed MVA cases (25–30 firms) 7:59 — Build a moat while the industry crumbles 8:12 — Want us to run it? Let's talk Resources: → California SB 37 explained: https://webris.org/sb-37-attorney-advertising/ → Colorado's lead-gen ban explained: https://webris.org/colorado-lead-generation-ban/ → Book a call: https://webris.org/get-started/ All I do is help personal injury firms sign more cases with paid ads. Subscribe for more. #personalinjury #lawfirmmarketing #legalmarketing #facebookads

July 19, 202611 min

How I Get Personal Injury Clients With Meta Ads

How does a small personal injury law firm in Texas sign cases from Facebook ads at $1,500 per case in a competitive market? Want me to run your Facebook Ads? Grab a time, let's chat: https://webris.org/get-started/ This video breaks down the exact three part strategy behind it, from how the creative is made to how the campaigns are structured to why most law firms running Facebook ads never see signed cases even when the leads are coming in. The part most attorneys get wrong is not the ads. It is what happens after the lead comes in and what signals they are sending back to Facebook. If you are optimizing for leads instead of signed cases you are telling the algorithm to find you the cheapest form fills, not the best clients. That one mistake explains most failed PI ad campaigns. Ryan walks through the full approach including the four stage funnel strategy, the creative framework, the conversion tracking setup, and a realistic timeline for when to expect signed cases. If you are a law firm thinking about Facebook ads or frustrated that your current campaigns are not producing signed cases, this is worth watching before you spend another dollar. 🔔 Subscribe for daily content on law firm marketing, Facebook ads, and what is actually working right now. #PersonalInjuryMarketing #FacebookAds #LawFirmMarketing #LegalMarketing #PIMarketing #MetaAds #LawyerUp 0:00 – $1,500 per signed PI case in Texas. Here is exactly how. 0:46 – Why cell phone video outperforms professionally filmed ads every time 1:28 – How the monthly script and filming process actually works 2:08 – Why video creative is 75% of your success on Facebook and Instagram 2:56 – The Andromeda update and why Facebook is now almost entirely creative driven 3:42 – Why more videos directly lower your cost per signed case 4:00 – The data quality problem: why tracking leads is killing your campaigns 4:26 – How to set up full lifecycle conversion tracking inside Facebook 5:15 – Why you need 10 to 20 signed cases before Facebook really starts to optimize 5:53 – The four stage funnel approach to creative 6:10 – Stage 1: Top funnel unaware content, what it looks like and why it matters 6:42 – Stage 2: Problem aware content, speaking to people who do not know what to do yet 7:09 – Stage 3: Solution aware content, speaking to people who have already been denied 7:26 – Stage 4: Brand aware content, testimonials and case results at the bottom of the funnel 7:53 – How Facebook matches creative to audience without manual targeting 8:17 – Timeline: what happens in the first 7 to 10 days 8:56 – Why Spanish ads crushed it in Texas but not in Miami 9:20 – Months one and two: testing, optimization, getting data flowing 9:38 – When signed cases actually start coming in and costs start dropping 10:32 – The internal creative team and how onboarding works 11:08 – Wrap up and how to book a call

July 2, 202610 min

6 Ways Lawyers Can Show Up In ChatGPT

ChatGPT is taking real market share from Google — and it's changing how law firms get found. Impressions and clicks are down across Google, and top-funnel searches (the emotional, "what do I do" questions) are migrating to ChatGPT fast. So how do you actually get your law firm cited and recommended inside ChatGPT? It shares about 80% of its ranking logic with Google SEO — but there's a 20% difference that matters. In this video I break down the 6 factors ChatGPT looks at to rank and recommend your firm, why your old blog-traffic playbook is dead, and what a modern search program actually looks like. 15 years working only with law firms. Here's what's working right now. 👉 Want an analysis of your firm's search visibility? Book a call with me: https://webris.org/get-started/ — Timestamps 0:00 ChatGPT is eating Google's search share 0:48 Why all search is one umbrella (Google, YouTube, ChatGPT) 1:05 The 80/20 overlap between ChatGPT and Google SEO 1:35 How people search ChatGPT vs Google — linear vs conversation 2:00 Why AI Overviews killed your blog traffic 2:15 What Google is still good for (bottom-funnel) 2:40 The queries migrating to ChatGPT (top-funnel + emotional) 3:45 The 6 things ChatGPT looks at to rank your firm 4:00 1. Entity authority (press, Reddit, Wikipedia) 5:00 2. Consistency across your profiles 5:24 3. Reviews & reputation (beyond Google) 6:00 4. Content as credibility, not traffic 7:20 5. Freshness — the 13-week rule 9:00 What it all comes down to: brand 10:00 Why the "checklist agency" fails you 10:32 Want an analysis of your firm?

June 16, 202611 min

Colorado Just Made Buying Legal Leads Illegal (SB 26-174) - Here's What It Means For Personal Injury Lawyers

Colorado just made buying legal leads illegal. SB 26-174 turns lead generation marketing into a deceptive trade practice — with civil AND criminal penalties — and California already passed its own version months earlier. If your law firm relies on buying leads, this is coming for you next. Here's exactly what the law says, why it's happening, and how to generate your own cases (legally) going forward. 👉 Want help bringing your marketing in-house? https://ai.webris.org/more-cases 📄 Full breakdown on the blog: https://webris.org/colorado-lead-generation-ban/ 0:00 Colorado just outlawed buying legal leads 0:30 What SB 26-174 actually says (plain English) 1:05 Why lead-gen has become an egregious practice 2:05 How it compares to California's SB 37 2:30 The exact language from the bill 3:00 What this means for your law firm 3:55 "But buying leads works…" — why that's a trap 5:00 The writing's on the wall: more states are next 5:55 You're on the hook, not just the vendor 7:40 How to flip the script and own your marketing 8:30 Why Facebook & Instagram ads are the answer 9:25 The brand play most firms completely ignore 10:20 Own the lead, stay compliant, build a moat

February 2, 20269 min

I took this lawyer from 30 to 85 signed cases per MONTH

In this video, I'm breaking down the EXACT strategy we used to scale a competitive criminal defense firm — and why this isn't a cookie-cutter approach you'll get from other agencies. We cover: ✅ How we rebuilt his website to capture $40K+/month in free organic traffic ✅ The county-based SEO strategy that works in Texas (and why it matters) ✅ How we leveraged 15 Google Business Profiles across the state ✅ The traffic ticket funnel that generates 100+ reviews per month (and upsells criminal defense cases) ✅ Why volume-based cases can fuel your entire growth engine ✅ How to combine SEO, Local SEO, PPC, and LSAs into one cohesive strategy This isn't about running a few Google Ads and calling it a day. This is about building a sustainable, scalable client acquisition machine that compounds over time. Ready to scale your law firm like this? Book a free strategy call: https://webris.org/get-started/ TIMESTAMPS: 0:00 - Introduction: 30 to 85 Cases Per Month 0:44 - The organic traffic explosion (Ahrefs breakdown) 1:26 - Why "organic traffic value" matters more than traffic volume 2:15 - How we rebuilt the website (county-based SEO strategy) 2:55 - Why practice area pages are critical for ranking 3:36 - Combining SEO with PPC and Local Service Ads 4:19 - Local SEO: Optimizing 15 Google Business Profiles 5:02 - The traffic ticket strategy that changed everything 5:41 - How $49 traffic tickets generate criminal defense cases 6:24 - Using traffic tickets to scale reviews (100+ per month) 7:24 - Why cookie-cutter strategies don't work in legal marketing 8:05 - The importance of customization (counties vs. cities example) 8:46 - How to book a consultation with us ABOUT WEBRIS: We're a full-service digital marketing agency exclusively for law firms. We don't do cookie-cutter campaigns — we build custom strategies based on your practice area, market, and goals. 📧 Want results like this? Book a call: https://webris.org/get-started/ #LawFirmMarketing #CaseStudy #CriminalDefenseMarketing #LawFirmSEO #LegalMarketing #ClientAcquisition

January 21, 202617 min

5 Ways We Automated This Law Firm's Marketing (Case Study)

Tired of losing leads to voicemail? Struggling to collect reviews? Sending contracts that never get signed? In this episode of Lawyer Up Into The Right, we break down 5 real automations we built for a high-volume criminal defense firm in Texas. These aren't theoretical—they're working right now to generate more reviews, increase answer rates, and close more cases. We cover: ✅ Review collection automation (with NPS filtering) ✅ Pre-call warm-up sequences that boost answer rates ✅ Contract follow-up automation that recovers lost deals ✅ Lead source tagging and CRM integration ✅ AI agents vs. traditional automations (and when to use each) Whether you're using Clio, Go High Level, or any other CRM, these strategies can be adapted to your firm. No coding required. Ready to automate your law firm's marketing and intake? Book a free strategy call with us: https://webris.org/get-started/ TIMESTAMPS: 0:00 - Introduction 0:59 - Automation #1: Review Collection System 4:07 - Automation #2: Pre-Call Warm-Up Sequences 8:05 - Automation #3: Contract Follow-Up Automation 10:18 - Bonus: Lead Tagging & CRM Integration 13:27 - AI Agents: The Next Level of Automation 16:22 - How to Get Started ABOUT WEBRIS: We're a full-service digital marketing agency exclusively for law firms. We specialize in lead generation through SEO, Google Ads, Local Service Ads, and paid social campaigns. 📧 Want to work with us? https://webris.org/get-started/ #LawFirmMarketing #MarketingAutomation #LegalMarketing #LawFirmSEO #AttorneyMarketing

January 5, 202614 min

SEO Won't Work For Lawyers In 2026, Right?

If you're a lawyer struggling to get clients from Google, this is the wake-up call you need. The search landscape has completely changed, and most SEO agencies are still using outdated strategies that won't work in 2025. Join Lawyer Marketing School for access to all videos: https://fireyouragency.org In this video, you'll discover: - Why traditional SEO is dead (and what replaced it) - The Google Maps Pack strategy that drives 50%+ of phone calls - How ChatGPT and AI search are changing the game - The 4 Pillars of modern SEO & GEO - Exactly where your clients are actually clicking This is part of a complete lawyer marketing system designed to help you bring marketing in-house and stop wasting money on agencies that don't deliver results. TIMESTAMPS 00:49 - Understanding Modern Search (Google, Maps, ChatGPT) 01:40 - Local Service Ads (LSAs) Explained 02:22 - Traditional Google Ads (PPC) 03:05 - The Google Maps Pack (The Money Maker) 04:37 - The Problem with Traditional SEO 05:25 - Above the Fold Strategy 06:10 - ChatGPT & AI Search Integration 07:42 - The 4 Pillars of SEO & GEO 08:35 - Pillar #1: Findability (Technical SEO) 10:18 - Pillar #2: Local Prominence 11:15 - Pillar #3: Content Authority 12:03 - Pillar #4: Links & Mentions --- 🔑 KEY TAKEAWAYS ✅ 50%+ of law firm calls come from Google Maps Pack, NOT traditional SEO ✅ ChatGPT is stealing massive market share from Google ✅ Traditional SEO agencies focus on the wrong placements ✅ Local Service Ads are pay-per-action, not pay-per-click ✅ Google PPC can cost $300+ per click for competitive terms ✅ Technical SEO is overinflated for law firm websites ✅ AI can write better content than humans (with proper prompting) ✅ Mentions matter as much as links in 2025 ✅ WordPress handles most technical SEO out of the box ✅ "Above the fold" placements are all that matter 🎯 WHO THIS IS FOR - Personal injury attorneys tired of wasting money on PPC - Criminal defense lawyers who want to rank locally - Family law attorneys looking to dominate their market - Any lawyer who wants to stop relying on expensive agencies - Law firms ready to bring marketing in-house --- #LawyerMarketing #LegalSEO #GoogleMapsMarketing #ChatGPT #AISearch #PersonalInjuryMarketing #LawFirmMarketing #SEOForLawyers #LocalSEO #GEO

January 3, 202611 min

Lawyers: 5 Things Your Website NEEDS

Getting quotes for $20K-$50K for a law firm website? You're being overcharged. In this complete guide, I break down exactly how to design and build a professional attorney website for under $2,000—with the same quality (or better) than expensive agency builds. ✅ Why WordPress is the best platform for attorney websites ✅ The critical digital assets you MUST own (or agencies will hold you hostage) ✅ Essential website pages and proper SEO architecture ✅ The practice area structure that actually ranks in Google ✅ Multi-location law firm website setup ✅ What matters more than "good design" for conversions ✅ How to avoid predatory agency tactics 💡 Want expert help with your law firm's digital marketing? Visit: https://webris.org/ Video Timestamps: 0:00 - Introduction to Website Foundations Module 0:47 - Why Your Website Matters (Final Touchpoint Before Conversion) 1:36 - Design vs. Conversion: What Actually Matters 2:22 - Core Concepts You Need to Understand 3:19 - CRITICAL: Why You Must Own Your Digital Assets 4:08 - The Hosting Hostage Problem 4:58 - Web Design vs. Web Development Explained 6:17 - Why WordPress Wins for Law Firms 7:17 - Must-Have Website Pages Overview 9:24 - Homepage, About Page, and Attorney Bios 10:24 - The Practice Area Page Structure That Ranks 11:20 - Multi-Location Website Architecture 12:00 - Location Pages and Results Pages 12:20 - Blog and Contact Pages 12:35 - Wrapping Up: Design & Development Templates

December 15, 202519 min

5 Proven Law Firm SEO Hacks For 2026

The legal SEO game has completely changed, and most law firms (and their agencies) are still playing by 2022 rules. If you're paying for SEO that focuses on pumping out 30 blog posts per month, you're wasting money on strategies that stopped working 18 months ago. Need help? We offer free SEO audits to see if we're a good fit. Grab a time slot here: https://webris.org/get-started/ In this episode, we break down the 5 critical SEO trends every law firm needs to understand and act on in 2026. These aren't predictions—this is what we're seeing right now across hundreds of law firm campaigns. What you'll learn: ✅ Why 60% of Google searches now end without anyone clicking your website ✅ How ChatGPT is becoming a personal legal concierge (and why this is HUGE for family law and criminal defense) ✅ The "Human Island Strategy" and why Reddit matters more than your blog ✅ Why generic content is dead (and what type of content actually works) ✅ The one ranking factor you can't manipulate (but should be investing in heavily) 📌 TIMESTAMPS 00:00 - Welcome Back: SEO Landscape Has Changed 00:53 - Trend #1: The CTR Collapse 03:51 - How Content Still Matters (But Differently) 04:59 - Trend #2: LLMs as Personal Concierge 07:24 - Citation Analysis 09:36 - Trend #3: UGC & The Human Island Strategy 10:48 - Trend #4: Death of Generic Top Funnel Blog Content 13:21 - When Content Still Works 14:19 - Trend #5: Return to Real Business & Brand Building 16:51 - Brand Signals You Can't Manipulate 18:39 - The Shift from Links to Mentions 19:07 - Wrap Up & Next Steps Need help? We offer free SEO audits to see if we're a good fit. Grab a time slot here: https://webris.org/get-started/ 🚨 RED FLAGS YOUR AGENCY DOESN'T GET IT If your SEO agency is saying any of these things, they're using an outdated playbook: ❌ "We'll publish 30 blog posts per month" ❌ "Google cares about freshness" ❌ "More content = more traffic" ❌ "We just need more followed links" ❌ "Social media doesn't help SEO" ❌ "Focus only on your website" Need help? We offer free SEO audits to see if we're a good fit. Grab a time slot here:

April 24, 20257 min

#1 Ranking Factor for Law Firms (Show up on ChatGPT)

Everyone tells you reviews build trust. Cool. But here’s what they’re not telling you—reviews are a ranking signal. Not just on Google Maps and LSAs… but now on platforms like ChatGPT too. In today's video, Ryan breaks down 5 no-fluff strategies to get more (and better) reviews without spamming or sounding desperate. Think personal outreach, network leverage, smart follow-ups, and scalable systems for bigger firms. If your firm isn’t showing up where people are searching, this is probably why. Watch now. Fix it fast. Want Ryan to handle your law firm's marketing? Book a free consultation with Ryan to see if you qualify: https://webris.org/get-started/ KEY NOTES: 00:00 - The Importance of Reviews 00:54 - Avoiding Automation 01:57 - 5 Ways to Get Reviews Today