If you’re still betting your firm’s future on TV ads and sporadic SEO check-ins, it’s time to rethink your strategy.
In my latest episode of the Trial Lawyer View by Synergy podcast, I sat down with Kevin Daisey, founder of Array Digital l and host of the Managing Partners Podcast. Kevin’s spent over a decade helping personal injury law firms turn digital marketing from an expense into a true driver of growth—and what he had to say might surprise you.
Here’s what innovative firms are doing (and what lagging firms are missing):
1. SEO Isn’t a Line Item, It’s Your Reputation
Kevin made a critical point: SEO isn’t just your blog strategy. It’s every digital footprint you leave—from Google reviews to attorney bios to news mentions. When someone Googles your firm after a referral (and they will), what they find is your first impression.
Takeaway: Don’t outsource your brand. Partner with your marketing team to build content that sounds like you—not a keyword-stuffed robot.
2. Video Builds Trust Faster Than Words Ever Will
Most PI firms still resist video because it feels uncomfortable or unnecessary. But Kevin argues it’s essential: “People want to see and hear you before they call. They’re hiring a person, not just a firm.”
His top tip? Use simple, raw video to answer common client questions—then put it on your website, YouTube, and even LinkedIn. Think less “walking the courthouse steps” and more “talking like a human.”
3. Reviews Are Gold, Until Google Deletes Them
Yes, that happened. In a recent glitch, Google accidentally wiped out hundreds of real reviews for law firms. Kevin’s agency was one of the first to flag it—and luckily, Google restored most of them.
What does this mean for your firm? Treat reviews like a vital asset. Audit them regularly. Create a repeatable process for collecting them. And don’t assume they’ll always be there without effort.
4. Want Better Ads? Start With Better Landing Pages
One of Kevin’s biggest frustrations? Firms spending big on ads that dump visitors onto generic, outdated pages. The result? High cost per click, low conversions, and even lower trust.
Pro tip: Build dedicated pages for each ad campaign. If you’re running truck accident ads, your landing page should speak only to truck accident victims—with tailored language, trust signals, and a clear next step.
5. Don’t Compete with Big Firms, Outsmart Them
In competitive markets, going head-to-head with giants isn’t realistic. But Kevin believes nimble firms can carve out wins by being strategic.
Start with your office location (proximity to your audience matters for local SEO), invest in high-intent content (answer questions no one else is), and lean into platforms like LinkedIn where authority can still be earned without a massive budget.
6. Yes, AI Can Help, But Don’t Let It Write for You
AI tools can be great for repurposing long-form content, slicing video clips, and scheduling social posts. But Kevin’s advice is clear: “Don’t let AI touch your core messaging. Use it to save time, not replace your voice.”
The Bottom Line: Client Experience Is Marketing
At the end of our conversation, Kevin said something that stuck with me:
“Marketing is the front of the house—but if intake, communication, and empathy fall apart after that first call, it all fails. Great marketing can’t save bad service.”
That’s a truth every personal injury firm should take to heart.
💡 Ready to build a more effective, modern marketing engine?
🎯 Why This Matters to the Peak Practice Community
If you’re serious about growing your PI practice, Kevin’s episode is a must-listen. And that’s what we’re building at Peak Practice, a space where growth-minded trial lawyers can learn what it really takes to scale, optimize, and lead high-impact firms.
Whether it’s outsourcing lien resolution to free up your internal team or finally implementing the marketing plan you have been putting off, the lesson is the same:
Stop thinking like a lawyer who owns a practice.
Start thinking like a CEO building a company.
That’s what Peak Practice is all about—learning from leaders like Kevin who’ve done the hard work of building out marketing plans for personal injury firms like yours.
🔗 Ready to Think Differently About Your Practice?
If you’re a trial lawyer who’s hungry to scale and grow your firm, this episode is for you.
🎧 Listen to the full conversation on Trial Lawyer View here: https://triallawyerview.com/podcast/kevin-daisey/
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🔗 Want more insights like this?
If you’re a personal injury lawyer ready to scale, streamline, and step into your role as CEO, let’s talk. Join the Peak Practice Community, and learn how synergy. can help you eliminate settlement bottlenecks, resolve complex liens, and maximize recoveries. Learn more here: https://partnerwithsynergy.com/peak-practice/
If you want to grow and scale your law firm more effectively, consider partnering with Synergy for lien resolution. Learn more at: https://partnerwithsynergy.com/liens/
