Resources
Resources: guides, state rules, templates, tools and data for law firms
Every free Probative resource: guides, notes, the 50-state ad-rules library, the glossary, The Probative Standard, data studies, templates and tools.
On the shelf today
- Glossary
- 96 marketing terms in plain English
Free to use, no email wall.
- 30 published Guides Answer-first guides on SEO, AI search and ads for law firms, with sources on every number.
- 7 published Notes Short, dated notes on changes in search, ads and the rules, and what each means for a firm.
- 12 definitions The Probative Standard Our free rulebook for counting signed cases and what each one cost.
- 51 jurisdictions Ad rules by state Filing, required statements, waiting periods and recording consent for every state and DC.
- 96 terms Glossary The terms a firm hears from marketers, in plain English.
- Published Data studies Original charts from public data, one exhibit at a time.
- Published Templates Spreadsheets and checklists to run your own numbers.
- Published Tools Small, free tools for checking ads, intake and rules.
- Published Case studies Anonymized results, approved in writing.
Everything we publish for law firms, in one place. It is free, sourced, dated, and written for managing partners and marketers who want to check the numbers themselves.
Learn
- Guides: answer-first guides on search ads, Local Services Ads, SEO, AI answers, intake, Spanish and measurement, each with its sources and a “last reviewed” date.
- Notes: short, dated posts on changes that affect your firm, such as platform policy changes and new state rules.
- Glossary: plain-English definitions of the terms agencies use, from “click ID” to “value band.”
Check the rules
- Lawyer advertising rules by state: a filterable 50-state table of filing duties, required statements, waiting periods, testimonial rules and call-recording consent, with sources and verification status.
- State pages: each state’s rules, Spanish-language data and how we work there.
Measure
- The Probative Standard: our free, published rulebook for counting leads, signed cases and cost per signed case, and for telling credit from cause. Use it on any agency, us included.
- The Exhibit: our monthly public-data study series.
- Sample Monday report: an ILLUSTRATIVE example of the weekly signed-case report.
Use
- Templates: free downloads, including a cost-per-signed-case tracker, an intake call scorecard, a monthly marketing report, an agency audit checklist and an ad-rule pre-check.
- Tools: a check of whether AI answers name your firm, the state ad-rules lookup, and the free video review of your public ads.
See the work
- Case studies: twelve anonymized studies of work our founder led, with each firm’s before and after in signed cases.
- Our founder’s record and how we report results.
All of it follows our editorial policy: sources for every fact, dated reviews and public corrections.
Recently updated
- Guide ChatGPT ads for law firms: what OpenAI allows and how to measure them
- Guide AI-written content for law firms: what the bar rules and Google actually say
- Guide Employment law marketing for plaintiff firms
- Guide Estate planning marketing: from seminars to search
- Guide AI search for law firms: how firms get named in AI answers
- Guide Cost per signed case: how to calculate it, and why cost per lead misleads
Start with your own numbers.
Booking from January 2027. Until then, everything we publish is free to use.
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Free video review
A 90-second video on your public ads and search presence, made by a person, in 48 hours.
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The measurement study, $3,000
Your numbers, from click to signed case, in 14 business days. 7-day refund; credited if you sign within 30 days.
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Choose your plan
A package or single services, every one with a published price. You own every account.