UniCourt Influencer Q&A with Tanner Jones of Consultwebs

Tanner Jones is a leader in law firm business development and legal marketing. 

With 14 years of experience working with law firms on developing advanced internet marketing strategies, brand building, and highly-converting custom websites, Tanner Jones has a wealth of experience in the law firm marketing space. Notably, Tanner has worked at Consultwebs, a law firm marketing agency founded in 1999, both as the Marketing Director for nearly 6 years and the VP of Business Development for the last 8+ years. 

We enjoyed getting to speak with Tanner about his pathway into legal marketing and business development, and hope you enjoy learning from his perspective as well!

UniCourt: Tell us your story. What is your background, and what led you to what you are doing now?

Tanner Jones: My story begins with a deep-rooted passion for business development and a drive to help law firms thrive in the ever-evolving digital landscape. I’m Tanner, and my background and experiences have led me to where I am today as the Vice President of Business Development at Consultwebs.

From an early age, I had a fascination with the world of business. It was clear to me that success in this realm required strategic thinking, adaptability, and a keen understanding of emerging trends. This realization led me to pursue a Bachelor of Science in Business Administration, with a concentration in Management, from Berea College in 2008. Little did I know that this educational foundation would lay the groundwork for my future endeavors.

In 2009, I crossed paths with Consultwebs, a pioneering force in the niche field of legal marketing. I was immediately captivated by the company’s commitment to staying ahead of the curve. Consultwebs understood that in order to thrive, they needed to anticipate the ever changing needs of their clients and the digital landscape.

As I began my journey with Consultwebs, I immersed myself in the world of law firm marketing, consulting with clients on effective strategies to drive their cases forward. Over the years, I’ve had the privilege of engaging with countless law firms, learning about their unique challenges and goals. Collaborating with them to develop tailored digital marketing solutions became my passion.

What truly sets Consultwebs apart is the strength and diversity of our team. We’ve built a remarkable ensemble of professionals, each excelling in their respective fields. From licensed attorney content writers who craft compelling narratives – to innovative social media consultants who harness the power of online platforms – our team is a force to be reckoned with. Together, we bring award-winning designs, expert programming, and highly experienced search marketing consultants into the mix. It’s an honor to work alongside such talented individuals who share a common vision of delivering exceptional results for attorneys.

Beyond my professional journey, I find immense fulfillment in my personal life. I hail from the beautiful town of Waynesville, North Carolina, where I reside with my family. Spending quality time with my wife, daughter, and son is a priority that keeps me grounded and inspired.

When I’m not working or with my family, you can often find me in the great outdoors. Whether it’s camping amidst nature’s beauty, hiking trails that lead to incredible mountaintop views, casting a line while fishing, or enjoying the thrill of a hunt, I relish every moment spent outdoors. Additionally, I have a competitive streak that drives me to engage in various sports, from golfing to any other game that offers an opportunity to test my skills. Though my sports goal has shifted from winning to avoiding injuries, the joy and camaraderie that come with these activities are invaluable.

Looking back, I realize that every step I’ve taken, every opportunity I’ve embraced, has led me to this fulfilling role at Consultwebs. My background in business administration, combined with a burning desire to make a positive impact in the legal marketing realm, has guided me on an incredible journey. I am deeply grateful for the experiences, the lessons learned, and the remarkable individuals I’ve encountered along the way. And now, as the Vice President of Business Development, I am thrilled to continue partnering with law firms, helping them navigate the digital landscape and achieve their marketing and business growth goals.

UC: What is Consultwebs? How does your law firm marketing agency help firms grow their caseloads and expand their markets?

TJ: At Consultwebs, we are a law firm marketing agency founded in 1999 with a clear mission: to help law firms achieve online success by generating cases and maintaining a strong, reputable online brand. We have been pioneers in law firm search engine optimization and have thrived for over two decades by adhering to ethical and honest business practices.

As a law firm marketing agency, we specialize in working exclusively with law firms. Our unique value proposition lies in our commitment to maintaining a nearly 1:1 ratio between our just over 100 employees and our over 130 law firm clients. This ensures that each client receives personalized attention and dedicated resources tailored to their specific needs.

We understand the critical role that high-quality content plays in online marketing. That’s why we have a team of Google Certified Analysts who are experienced in legal journalism or are attorneys themselves. This expertise allows us to provide authoritative content that enhances a law firm’s online presence and improves user experience, positioning their websites favorably in the eyes of search engines like Google.

At Consultwebs, we assign a team of approximately five people to manage each client’s marketing strategy. Led by a Digital Marketing Manager, our team focuses on driving our clients’ campaigns forward and optimizing their monthly marketing budget. We prioritize generating viable leads and increasing case sign-ups from the web, consistently tracking key business metrics such as Cost Per Lead and Cost Per Case.

Transparency and accountability are fundamental principles in our approach. We hold monthly meetings with our clients to discuss performance metrics and the number of cases resulting from the leads we generate. Additionally, we have robust daily, weekly, and monthly checklists for each campaign, ensuring that we monitor and optimize our clients’ ad campaigns and landing pages consistently.

By leveraging our expertise, resources, and tailored strategies, we help law firms grow their caseloads and expand their markets. Our comprehensive digital marketing services include website development, search engine optimization, content creation, pay-per-click advertising, social media management, and online reputation management. With an impressive 96-98% client retention rate and an average 236% increase in new cases within the first 12 months of partnership, we have proven our effectiveness in delivering measurable results for our clients.

UC: Why is it important for legal marketing agencies to implement agile marketing methodologies? How has using agile marketing been a game-changer for Consultwebs and your clients? 

TJ: Implementing agile marketing methodologies is of utmost importance for us as a legal marketing agency due to the dynamic and ever-changing nature of the digital landscape. Traditional marketing approaches often struggle to keep up with changes in technology, consumer behavior, and market trends. Agile marketing provides us with a flexible and iterative framework that allows us to adapt quickly and effectively to these changes, ensuring optimal results for our clients.

At Consultwebs, embracing agile marketing has been a game-changer for us and our clients. By leveraging agile methodologies, we can respond promptly to shifts in our clients’ goals, industry trends, and target audience preferences. We make data-driven decisions based on real-time insights, enabling us to continuously optimize our marketing campaigns.

Agile marketing has revolutionized the way we operate. It promotes collaboration and cross-functional teamwork within our agency, enabling seamless communication and shared accountability. This collaborative environment allows for better coordination, faster decision-making, and increased efficiency in our marketing initiatives.

By embracing agile methodologies, we can deliver tangible benefits to our clients. We quickly identify emerging opportunities, adjust strategies accordingly, and stay ahead of competitors. Agile marketing enables us to continuously test, measure, and refine our marketing efforts, ensuring that our campaigns remain relevant and effective in an ever-changing digital landscape.

Furthermore, agile marketing allows us to provide transparent and accountable services to our clients. With a focus on performance metrics such as Cost Per Lead and Cost Per Case, we can track and report on the outcomes of our marketing campaigns accurately.

UC: As someone who’s been working in the legal marketing space for over a decade, how have you seen the industry grow and evolve? What are some of the new challenges and opportunities impacting law firm marketing today?

TJ: Since joining Consultwebs in 2009, I’ve observed a significant evolution in the legal marketing industry, largely propelled by technological advancements and changes in consumer behavior. Initially, digital marketing was still finding its footing in the industry, with a focus on website development, email marketing, and the field of search engine optimization. However, the industry has evolved and fragmented exponentially over the years.

The advent and popularization of social media platforms have opened up new avenues for law firms to connect with potential clients. We’ve transitioned from a stage where merely having an online presence was an advantage, to a time where a robust, engaging, and responsive online presence is a necessity. Furthermore, the emphasis on data-driven decision-making has increased, allowing law firms to personalize their outreach, better engage with their audience, and optimize their return on investment.

The rise of mobile technology has also had a profound impact. With more consumers than ever seeking legal services through smartphones and tablets, a mobile-first approach to website design and digital marketing is no longer a luxury but a requirement.

These developments have brought forth new challenges. The digital landscape has become highly competitive, making it more difficult for law firms to stand out. Continually updating and innovating marketing strategies, and staying abreast with the latest trends in search engine optimization and user experience are now essential.

One of the most exciting developments impacting law firm marketing today is the increased use of artificial intelligence (AI). AI can significantly enhance digital marketing efforts through advanced data analysis, predictive marketing, and improved client segmentation. For instance, AI-powered chatbots can engage potential clients visiting a firm’s website, answering basic queries and scheduling consultations, thereby improving lead generation and conversion. Moreover, AI-driven analytics can provide deeper insights into client behavior, helping law firms craft more targeted and effective marketing strategies.

In terms of opportunities, the continued rise of social media marketing and video content presents immense potential. Video, in particular, has become a powerful tool for storytelling and simplifying complex legal concepts, contributing to better engagement and conversion rates.

As the legal marketing industry continues to evolve, it’s more important than ever for law firms to remain agile and adaptive. I look forward to helping law firms navigate these changes and reach their marketing goals in this dynamic landscape.

UC: Tell us about the LAWsome podcast? What motivated you to start it, and how can people listen to the latest episodes?

TJ: The LAWsome Podcast is a weekly series designed to engage and empower lawyers, law firms, and other professionals in the legal industry. With Consultwebs’ deep-rooted commitment to fostering success in the field of law, we recognized a need for a resource that combines insight, education, and entertainment specifically tailored for our industry, and thus, LAWsome was born.

We understood that the legal landscape is vast, dynamic, and not without its complexities. Recognizing this, our motivation was to break down these complexities and provide relevant, actionable insights to help legal professionals thrive in their practices and careers. Each episode delves into diverse topics from various perspectives within the legal industry. These range from management strategies that help build robust practices to marketing tips that catalyze growth.

A unique aspect of the LAWsome podcast is our in-depth interviews with legal experts. These conversations provide our audience with firsthand insights into the experiences, challenges, and triumphs of professionals who’ve made significant strides in the industry. Through these discussions, we aim to equip our listeners with knowledge, inspiration, and practical tips that can help them become more successful, or as we like to say, more LAWsome.

To listen to the latest episodes of the LAWsome podcast, you can subscribe via popular podcast platforms such as Apple Podcasts, Spotify, or Google Podcasts. We also post updates and links to the latest episodes on our social media platforms and Consultwebs’ website, ensuring you never miss a chance to get your weekly dose of LAWsome. We believe that through sharing our insights and the experiences of our guests, we can make a positive impact on the legal community and continue to support its growth and success.

UC: What are some of your favorite sayings? What are some real-world examples of how you’ve seen those sayings come to life?

TJ: “Skate to where the puck is going, not where it has been.” – Wayne Gretzkey

“Fail early, fail often, but always fail forward.” – John Maxwell

UC: Where can we learn more about you and your work?

TJ: You can learn more about me, my professional journey, and my work at Consultwebs through various platforms.

Our company’s website, Consultwebs.com, serves as an extensive resource. Here, you’ll find information about the services we offer, our approach to legal marketing, and the team that makes it all possible. My professional profile is also listed on the site, providing insights into my role, background, and the values I bring to the company.

In addition to our website, I maintain a presence on LinkedIn where I regularly share updates about my work, industry trends, and insights related to legal marketing. Connecting with me on LinkedIn can provide a real-time glimpse into my professional activities and engagements. It’s also a great way for us to interact, exchange ideas, and discuss opportunities.

For a deeper dive into our work in legal marketing and business development, I would recommend tuning in to the LAWsome Podcast. The podcast offers a wealth of knowledge from diverse perspectives in the legal industry, and it’s an initiative I’m incredibly proud to be a part of.

Finally, for inquiries or more specific information, you are welcome to reach out to me directly via email or through the contact form on our website. I’m always open to discussing how Consultwebs can assist law firms in achieving their marketing goals and navigating the ever-evolving digital landscape.

Remaining Agile in an Evolving Legal Marketing Landscape

As Tanner has underscored, it’s incredibly important for law firms to remain agile and adaptive in the dynamic legal marketing environment they find themselves in today. The digital landscape is constantly evolving and becoming more and more competitive, making it increasingly difficult for law firms to stand out and differentiate themselves. But it also presents immense opportunities for law firms to grow their business and better serve their clients. 

We loved hearing Tanner’s insights on law firm marketing, and are excited to see what he and the awesome team at Consultwebs will do next!

• Share on