Table of Contents

Call Tracking Tools

  • CallRail – CallRail’s call tracking software can reveal which campaigns, websites, and search keywords are driving phone call conversions. Easy, affordable, and accurate. Strongly recommend.
  • Call Fire Grow your business with virtual phone numbers, IVR, voice broadcasting, mass text messaging services and power dialing.
  • Convirza – The most expensive of the three, but still a great solution for the right size company. Track, Analyze & Optimize Calls – Boost ROI 300% – Start a 30-day Free Trial Today! No Contract. Google Integration. We Innovate. Easy Setup. Money Back Guarantee. BingAds Integration. Advanced DNI

Website Audit Tools

  • Ahrefs is perhaps the greatest single tool out there (my opinion). This allows you to see a relevant snapshot of your or a competitors’ website.
  • SEMRush is another strong competitor in the holistic marketing review game. Very similar to Ahrefs but also has a little more content recommendations
  • Moz Pro Many people swear by Moz. Historically, I preferred Ahrefs or SEMRush but Moz has really stepped up it’s game and added some great new tools. Worth checking out.
  • Google My Business makes it easy to connect to potential clients.  When your clients or potential customers are searching on Google Search and Maps, your firm’s My Business profile appears allowing you to stand out among the competition.  You can share news and photos so they learn what’s happening with your firm or build relationships by responding to customer reviews.  Google My Business also lets you see how people find you to help you develop the best marketing plan.
    • Google Trends allows you to look up the most popular search terms trending on Google and you can even track this information by geographical region allowing you to create a blog and social posts that will attract the most viewers

Competitive Research & Analysis Tools

  • is one of the original PPC competitive research tools. Provides a more holistic review of your competitor
  • iSpionage A strong competitor to SpyFu
  • SimilarWeb –
  • KeywordSpy A great tool for understanding some of your competitors’ keywords
  • BONUS: If you’re running ads already, run your website through the WordStream Advisor tool (free trial) and get some actionable insight to improve

Chat & Conversion Marketing Tools

  • Ruby Receptionist – Ruby Receptions gives you a live receptionist at a fraction of what an onsite receptionist costs.  From a mobile app, you can decide when Ruby will answer, forward, or take messages, provide your receptionist with call-handling instructions, keep track of activity and messages, return a call, and sync Ruby to your contacts and calendar making Ruby a convenient, affordable way to manage your firm’s calls.
  • FindLaw Chat and Voice Connect If they can’t connect with your firm when they’re ready, they’ll move on to someone else. With Web Chat or Voice Connect – you never have to worry about missing a call or letting a lead go to a competitor.
  • ZipWhip – Zipwhip allows your customers to send and receive text messages from your firm’s existing landline and allows you to send and receive text messages on your computer.
  • Apex Chat – Live Chat Agents and Software Turn Your Visitors into Real Leads. Fully Customizable. Pay Only for Actual Leads. No Long Term Contract. English & Spanish Chats. Types: 24/7 Live Chat Coverage, Dedicated Support Team, Deep Industry Expertise.
  • Ngage Chat Ngage Live provides a customized greeting immediate response via live chat that will increase your customer experience and website conversions.

Email Marketing Tools

  • Sender Sender is one of the best free email marketing tools in the market with features to ensure deliverability.
  • Sendinblue is a marketing communication platform that features both email marketing tools and additional functions such as customer relationship management and landing page creation.
  • Mailjet comes with intuitive and collaborative tools to help you build effective email marketing campaigns.

Analytics & Reporting Tools


  • Google Analytics –


Graphic Design Tools

  • Canva is a great tool for creating images for blog posts and social media posts
  • Crello is a newer player in the market, but is a STRONG competitor of Canva for social media posts
  • Adobe Spark is a free online and mobile graphic design app. Easily create beautiful images, videos, and web pages that make you stand out on social.

Social Media Tools

  • AdEspresso See your competitors’ social media advertisements and leverage their success
  • Hootsuite This used to be a go-to tool for me, but they’ve recently moved more into an enterprise-level tool, so small firms are not a good fit
  • Buffer – Buffer is my social distribution tool of choice. Makes it insanely easy to post to multiple platforms in a fell swoop…and is budget friendly

Video Tools

  • VidBuild is a relatively new video builder, but one that’s already rivaling some of the biggest and best video creation tools on the market.
  • Doodly allows you to create those whiteboard videos you see all over.
  • Reevio is an incredibly easy to use online video maker for creating logos, marketing, social videos & more in minutes
  • YouTube – According to Neilsen rating agency, YouTube reaches more viewers ages 18-34 than any of the cable network channels, and older viewers are also watching YouTube more and more. To take advantage of this trend you can create a short informational video that shows viewers your expertise and educates them about your firm.  Pick engaging subjects such as what to do if you are in a car accident and keep the videos around 1 to 3 minutes in length.  It doesn’t need to cost a lot but it should look professional.

Legal Case and Client Management Tools

  • Clio Connect – With Clio Connect members of your firm can share resources and collaborate with clients and co-counsels through its secure web-based portal. This helps to avoid inefficiencies and time-consuming communications channels. It allows your firm to manage bills, documents, messages, tasks, calendars, matters, and time easily and efficiently.
  • Clio Grow – streamlines client intake. With Clio Grow’s Matter Pipeline, members of your firm can view potential clients in one centralized location.  By connecting to your marketing channels, potential clients automatically show up in your Lead Inbox.  You can also create intake forms, customize forms, create custom fields, and embed the firm’s logo.  Clio Grow provides in-depth reports that allow you to understand how clients find you, and where you can generate the most revenue.
  • Firm Central – is a secure cloud-based practice management platform. It provides a seamless approach to matter management, timing and billing, calendar and scheduling, trust and business accounting, client portal, and document assembly.  It integrates with Westlaw Research, provides 24-hour access,  and has unmatched customer support and training.
    • Westlaw Edge – uses Westlaw’s leading legal content, editorial enhancements, and world-renowned research then adds the knowledge of 500 expert attorney-editors and combines it with state-of-the-art artificial intelligence that provides attorneys with complete legal research faster than ever before. It includes litigation analytics, statutes and regulation compare and KeyCite overruling risk. It also has WestSearch Plus which suggests additional relevant research and resources.

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