Law firms can spend heavily on marketing and still not know what is actually generating new cases.

In this episode of Sharkpreneur, Seth Greene interviews Nick Cohen, Esq., COO at Matador Solutions, who explains why law firms should focus less on vanity metrics and more on lead tracking, cases generated, and measurable return on investment. He explains how Google reviews, referrals, high-intent search, and emerging AI platforms such as ChatGPT are reshaping how potential clients find and choose attorneys. Nick also discusses the shift from traditional SEO rankings toward AI citations and mentions, and outlines the three areas he believes smaller law firms should prioritize over the next year.

Key Takeaways:

→ Law schools generally do not teach attorneys how to market, manage, or grow a law firm, leaving many lawyers with a major business knowledge gap.

→ Traffic and impressions can become vanity metrics if they do not translate into qualified leads and new cases.

→ High-intent searches are more valuable than broad traffic because they come from people actively seeking legal help.

→ AI search is beginning to influence how consumers find attorneys, with some users moving directly to tools like ChatGPT rather than starting with Google.

→ Referrals remain highly valuable because they typically convert at a higher rate than cold internet leads do.

Nick Cohen, Esq., is Matador’s Chief Operating Officer and a licensed California attorney. He began in legal marketing at 12, learning to code and generate business online. After earning his business degree from USC’s Marshall School, he managed more than $10M in digital ad spend at a Los Angeles e-commerce company. He then attended Loyola Law School on a merit scholarship in the evenings while working at Matador during the day. He now brings both legal expertise and performance marketing experience to Matador’s 160+ law firm partners.

Connect With Nick:

Website: https://www.matadorsolutions.net/

Facebook: https://www.facebook.com/matadorsolutionsllc/

Instagram: https://www.instagram.com/matador.solutions/

LinkedIn: https://www.linkedin.com/company/matador-solutions-llc/

https://www.linkedin.com/in/nickecohen/

YouTube: https://www.youtube.com/@matadorsolutions809