Digital Transformation & Martech
From CRM selection to AI insight, built to actually ship
Law firms spend serious money on technology that never gets used. A CRM no one updates, an automation platform doing one email a month, a website rebuilt every three years with no measurement attached. The technology is rarely the problem. The decision-making around it is.
Where the work focuses
I help firms choose, implement and actually adopt the systems that support marketing and business development: CRM selection and rollout, marketing automation that earns its licence fee, AI tools applied to real intake and insight problems rather than for show, and the SEO and GEO infrastructure that decides whether clients find you.
Underneath all of it sits attribution. If you can't say which work came from where, every marketing decision is a guess. We fix the measurement first, then the spending decisions get easier and the arguments at board level get shorter.
Practical, not theoretical
I build and run AI tools for the legal sector myself, so this isn't transformation by slide deck. I know what a CRM rollout breaks, why adoption stalls, and how to phase the work so the firm sees value before the budget runs out.
The aim is a stack the firm can run without me: the right tools, configured for how the firm actually works, with the people trained to use them. SEO and GEO — being found by search engines and by the AI assistants that increasingly sit in front of them — is treated as core infrastructure, not an afterthought.
What's involved
- CRM selection, implementation and adoption
- Marketing automation that earns its keep
- AI applied to intake, insight and attribution
- SEO and GEO infrastructure for legal search
- Data-led attribution so spend stops being a guess
Who this is for
Firms investing in marketing technology that want it chosen well, implemented properly and actually adopted.
Common questions
Frequently asked
We bought a CRM and no one uses it. Can that be saved?
Usually, yes. Low adoption is almost always a process and ownership problem, not a software one. We look at whether the tool fits how your fee earners work, fix the workflow, and rebuild adoption — replacing the system is the last resort, not the first.
What is GEO, and does it matter yet?
GEO is generative engine optimisation: making sure AI assistants like ChatGPT and Google's AI overviews surface your firm when someone asks them for a recommendation. It already matters. A growing share of buyers ask an AI before they ever reach a search results page.
Do you implement the tools or just advise?
Both, depending on what you need. I can run the selection and oversee implementation, or advise your team and supplier while they deliver. Either way the goal is a stack you own and can run without me.
Ready to talk strategy?
Start with a conversation. No obligation, no pitch deck — just a direct discussion about what your firm needs.