In this episode of the Pareto Legal Podcast, Bo Royal sits down with Gyi Tsakalakis, founder of AttorneySync and one of the sharpest voices in legal marketing. Gyi cuts through the fluff and focuses on what actually moves the needle: aligning marketing with business goals, building accountable systems, and measuring what matters.

Start With Business Goals , Not Tactics

Most law firms start backward. They say, “We want more SEO” or “We need to dominate our market”, without defining what that really means.

Gyi’s first question is: “Where are you trying to go?”

  • More revenue?
  • Better cases?
  • Expanded offices?
  • Fewer but higher-value clients?

“If you’re not almost a market dominator already, it’s going to take serious investment to get there.”

Before you invest in PPC or redesign your website, get crystal clear on your destination. Marketing is a tool, not the strategy.

Align Strategy With the Vision for Your Firm

Marketing should reflect your firm’s vision, not just industry trends.

Ask yourself:

  • Do you want to be the face of the brand?
  • Do you want to build a team and step back?
  • Or do you want to just practice law?

These answers drive everything, from who makes your content to how aggressively you invest in growth.

Agencies that don’t ask these questions? 🚩 Red flag.

Marketing Is an Ecosystem, Not a Channel

Big mistake: thinking SEO or Google Ads alone will solve everything.

  • SEO captures existing demand (searchers ready to hire)
  • Brand, social, content, and PR create demand (future clients who know your name)

“Once you see integrated marketing work, you can’t unsee it.”

Build a system that attracts, nurtures, and converts, not a one-trick channel play.

Who Should Own Marketing?

Best case: a full-time Marketing Director or CMO who understands your firm, goals, and market.

Next best: a fractional CMO or strategic consultant.

Worst case: assigning it to a case manager who’s already drowning in admin.

Most lawyers shouldn’t run marketing. Even if they want to, they won’t have time to do it well.

Growth Isn’t Just More Leads

Bo shares a story: a client doubled their signed cases without more leads, just by fixing intake.

What changed?

  • Faster follow-up
  • More efficient scheduling
  • Retainer signed in hours, not days

Growth comes from processes, not just promotion.

How to Set Realistic Goals (and Track Them)

Marketing without metrics is just guessing. Gyi recommends:

  • Open cases (better than top-line revenue for PI firms)
  • Fee per attorney or per case
  • Marketing efficiency ratio (revenue ÷ marketing spend)

Track these weekly or monthly using EOS, ClickUp, or your CRM. If you don’t know your numbers, no agency can help you hit them.

Cookie-Cutter Agencies Are a Problem

If an agency pitches you a package in 48 hours without understanding your goals, run.

“It’s like a lawyer promising a settlement before reading the case file.”

Smart agencies charge for strategy and diagnostics. If they don’t ask about your client journey, budget, or past performance, they’re selling gym memberships, not results.

Where to Invest First: Brand vs. Non-Brand

Understand the difference:

  • Non-brand (e.g. “car accident lawyer Chicago”) = expensive, competitive, good for early wins
  • Brand-driven (e.g. referrals, repeat clients, branded search) = cheaper, compounds over time

The mix evolves:

  • Early-stage firms: go heavy on demand capture
  • Growth-stage firms: shift toward brand building

“They’ve already made up their mind,” Bo says. “I see your billboard. I watched your YouTube. You’re the one.”

How AttorneySync Builds Channel-Agnostic Strategies

Instead of pushing SEO or ads, Gyi’s team starts with:

  • CRM + intake data
  • Referral vs. non-referral source breakdown
  • Qualitative ‘how did you hear about us’ insights

This creates a full-funnel plan built on facts, not assumptions.

“Don’t over-invest in a channel just because it’s trendy. Invest in what’s working.”

Don’t Ignore Offline or Untrackable Channels

Yes, data matters. But don’t kill tactics just because they’re hard to measure.

  • Sponsoring events
  • Speaking gigs
  • Radio or TV
  • B2B referral outreach

These may not show up in a dashboard, but they build trust, visibility, and recall. Good marketers zoom out, track patterns over time, and protect what works.

The Metrics That Actually Matter

Focus on:

  • Qualified consultations
  • Signed cases
  • Cost per lead by channel
  • Marketing ROI (excluding referrals)

Don’t get distracted by:

  • Vanity traffic
  • Page rankings
  • Ad impressions

Micro-metrics are for optimization. Real growth shows up in your case volume and cost per case.

Can’t Outspend the Big Firms? Outposition Them.

If you’re in a crowded market with limited budget, don’t try to outspend, outsmart.

Here’s how:

  • Be hyper-local. Show up in your community.
  • Educate your audience with useful, trust-building content.
  • Strengthen B2B referral pipelines (therapists, doctors, accountants).
  • Use LinkedIn to stay top-of-mind with local professionals.

And above all, don’t copy other firms.

“Marketing is about standing out, not being someone else.”

🔥 Final Takeaways

  • Define your goals first. Tactics come second.
  • Build a system, not a channel. SEO alone isn’t the answer.
  • Track what matters. If you don’t measure it, you can’t improve it.
  • Tailor your plan. Cookie-cutter packages won’t grow your firm.
  • Invest in what works. Use data, not guesswork.

Want help aligning your marketing with your firm’s goals?

At Pareto Legal, we help law firms build marketing systems that drive real growth, from smarter strategy to scalable execution. 👉 Let’s talk strategy.