Earn trust before the consultation with StoryBrand marketing for law firms
Led by a StoryBrand Certified Guide since 2019. Based in Columbia, SC, and serving firms nationwide.
Ink & Key helps attorneys and law firms explain how they help in plain words. People facing a legal problem understand what to do next and call your office.
Speak to people on one of the hardest days of their year
Most people don't search for a lawyer until something goes wrong. Someone just got served. A spouse moved out, or a business partner stopped returning calls. They search on their phone late at night, and they want to know two things. Do you handle cases like mine, and what happens first?
Many law firm websites open with a skyline photo and phrases like "zealous advocacy" and "decades of combined experience." Those lines describe the firm. The person reading them is thinking about custody, a paycheck, or a lawsuit, so they keep searching.
Your team can add to the confusion. Intake answers the phone one way, and partners describe the firm another way at networking events. Each mismatch adds doubt for a client who already feels anxious.
You chose this work to help people through hard moments.
It's frustrating when the people who need you most can't tell what you do from your website.
Work with a StoryBrand Guide who understands high-trust decisions
Hiring a lawyer feels risky. People want a guide who has handled their problem before and can explain the path ahead.
Lynn Tickner founded Ink & Key and has been a StoryBrand Certified Guide since 2019. She's also a Level C Brand Specialist. Her team has completed more than 500 branding and marketing projects and launched more than 200 websites.
The StoryBrand framework fits legal work well. Your client is the hero facing a hard problem, and your firm is the guide with a plan. We write practice area pages, attorney bios, and intake scripts in the words clients use, like "estate planning attorney near me" and "what happens at my first consultation."
Publish attorney marketing that respects bar rules
Lawyer advertising falls under your state's version of ABA Model Rules 7.1 through 7.3. Many states limit words like "specialist" and "expert." Some add conditions to testimonials and past case results, and some require disclaimers or "Attorney Advertising" labels.
We write clear, truthful copy that avoids promised outcomes. We flag anything that may need a disclaimer or a closer look. Your attorneys make the final call on ethics compliance, and we build their review into the project timeline.
Get everything your firm needs in one place
Ink & Key gives you a strategic guide and a full creative team under one roof. Services for law firms include:
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One-Message Workshop™: An in-person session that gets partners, associates, and intake staff describing the firm the same way.
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StoryBrand messaging: A BrandScript, one-liner, and Brand Messaging Playbook for your firm and each practice area.
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Website design and development: Strategy, copy, wireframes, design, and build for a site that shows visitors how your process works and how to book a consultation.
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SEO and content: Practice area pages and articles built around the local searches your future clients type.
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Intake scripts: Simple scripts that help your front desk explain next steps the same way every time.
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Lead generators and email: A guide such as "What to bring to your first consultation," plus an email sequence that follows up with prospects.
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Ongoing marketing support: Social media, email, ads, PR, and AI automations that carry your message into every channel.
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Get your message right in three steps
1. Schedule a call
Tell us about your firm, your practice areas, and where your marketing feels stuck. We'll recommend the best place to start.
2. Get your words right
Start with a $500 Clarity Diagnostic, reserve a One-Message Workshop for your team, or move straight into StoryBrand messaging. Each path gives you a clear message and a plan for using it.
3. Put your message to work
We apply your message to your website, intake process, emails, and referral materials. You'll get a project update every Tuesday, so you always know where things stand.
Align your attorneys and intake team in one day
A One-Message Workshop™ gets partners, associates, paralegals, and intake staff using the same words about your firm. You leave with a one-page message map, a Brand Messaging Playbook, team one-liners, sales talk tracks your intake team can use, a wireframed homepage outline, and a 30-day plan.
Every workshop includes a 30-day Implementation Sprint. You get unlimited email and Zoom support plus one in-person meeting while your team starts using the new message.
✓ 2-hour workshop: $5,000
✓ Half-day workshop: $8,000
✓ Full-day workshop or two half days: $12,000
After the sprint, most teams move into the optional 90-Day Rollout Program. Pricing depends on team size and starts at $3,000 per month for up to eight people. You can opt out by Day 28, and we'll remind you before then.
Give every attorney the same story
The person calling your office already knows you handle their type of case. Intake staff explain your process in the same simple steps your attorneys use. Partners describe the firm at a chamber lunch the same way your website does, and referral sources know exactly who to send your way.
A mixed message costs you, too. People in a hard moment call the firm that made the next step clear, and good cases go to the firm down the street.
Get answers to common questions from law firms
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