Florida Law Con · Companion page for attendees
The Marketing Gap Where good clients slip away
Ethical marketing, intake and client experience for solo and small firms. Find out where your firm loses people between the first call and the five-star review, then close one gap this week.
Watch
The session, chapter by chapter
The full talk, narrated over the slides. Jump to the gap you want to work on.
Narrated with AI-generated versions of Kelly’s and Ross’s voices, used with their permission. Captions are on by default. The CLE credit comes from the live session, not this recording.
Self-assessment · About 3 minutes
The Five-Gap Audit
Fifteen questions, three per gap. Answer for how your firm actually runs today, not how it should. Your answers stay in this browser.
Playbook
The fix for each gap, and the rule that shapes it
Found
- A website that answers real client questions in plain language
- A complete, current Google Business Profile
- Short educational videos, one question each
- No promised results; past results only if objectively verifiable
- Testimonials only from real clients describing their real experience
Teach, don’t promise.
Contacted
- Answer live; set a callback time and keep it
- Follow up with people who reached out, on a schedule, then stop
- Have any unsolicited mail or email reviewed and filed first
- Chatbots say they’re AI, never evaluate a case, and hand off fast
Speed wins the client. Supervision keeps your license.
Consulted
- Run conflicts before the prospect tells the whole story
- Know where forms, CRMs and AI tools store intake data
- Confirm the time, place and what to bring
- End with one clear next step; decline in writing
The consultation is the product demo.
Engaged
- Scope, including what isn’t included
- Fees in writing, especially anything nonrefundable
- Who the client’s contact is, and how often they’ll hear from you
- Contingency matters: Statement of Client’s Rights and the three-business-day rescission
Every expectation you write down is a complaint you’ll never receive.
Loyal
- Scheduled status updates, even when there’s no news
- Ask satisfied clients for honest reviews; never pay or reward them
- Respond to negative reviews briefly, with no confidential details
- Closing letter, a 30–90 day check-in, and useful content over time
Reputation is built in the matter and protected in the response.
Toolkit
Three things to use this week
AI chatbot checklist
From Florida Ethics Opinion 24-1. The lawyer is responsible for what the bot says.
- Discloses it’s an AI program, not a lawyer or employee
- Never evaluates a case or predicts an outcome
- Hands off to a person quickly
- Collects only what intake needs
- Someone reviews its conversations
File before you run it
20 days
Most lawyer advertisements are filed with the Bar at least 20 days before they run (Rule 4-7.19). Mailings only to lawyers, current clients and former clients are exempt from filing, but not from the other rules.
The Bar’s website and social media checklistYour review-response line
Write it before you need it. The Bar’s guidance offers a sentence like the one inside this example.
Thank you for the feedback. As a lawyer, I am constrained by the Rules Regulating The Florida Bar in responding. We take every concern seriously and welcome a direct conversation.
Reference
Every rule and opinion cited
Rules Regulating The Florida Bar and Florida Bar Ethics Opinions. Advisory opinions are not binding; read the full text and call the Ethics Hotline for your specific situation.
| Citation | What it covers | Where it comes up |
|---|---|---|
| 4-1.4 | Communicating with clients | Gap 5 · status updates |
| 4-1.5 | Fees and costs, including contingency fee requirements in (f) | Gap 4 · engagement agreements |
| 4-1.6 | Confidentiality of client information | Gaps 3 and 5 · intake data, review responses |
| 4-1.18 | Duties to prospective clients | Gap 3 · conflicts and consultations |
| 4-5.3 | Responsibilities regarding nonlawyer assistants | Gap 2 · staff, answering services, AI tools |
| 4-7.13 | Deceptive and inherently misleading advertisements | Gap 1 · promises, results, testimonials |
| 4-7.14 | Potentially misleading advertisements | Gap 1 · past results |
| 4-7.17 | Payment for advertising and promotion | Gap 5 · reviews and referrals |
| 4-7.18 | Direct contact with prospective clients | Gap 2 · outreach and solicitation |
| 4-7.19, 4-7.20 | Filing advertisements for review; exemptions | Gap 1 · filing |
| Opinion 24-1 | Lawyers’ use of generative AI, including chatbots for advertising and intake | Gap 2 · AI chatbots |
| Opinion 20-1 | Responding to a former client’s negative online review | Gap 5 · reviews |
| Opinion 21-1 | Responding to negative reviews from non-clients | Gap 5 · reviews |
Presenters
Kelly and Ross
Kelly Ramsden
Founder & CEO, OfficeEdge and LegalEdge Services
Leads LegalEdge Services, which has given South Florida attorneys offices, reception and legal support since 2000. She sees the client journey from the front desk every day.
Ross Jones
Founder & Chief AI Officer, RealEdge Labs
Builds marketing, content and AI systems for professional firms, drawing on a background in broadcasting and digital media.
After the session
Want help closing your gaps?
LegalEdge Services supports solo and small firms with live reception, intake, paralegal and administrative help across five South Florida locations.