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Brent Harkins

Brent Harkins is the Co-Founder and CMO of Cardinal Concepts providing expertise in full-stack digital marketing for law firms. Part marketing technologist, part content creator, he is passionate about building thoughtful user journeys that bring value to consumers through compelling messaging and experiences.

Cardinal Concepts CMO Co-Founder Brent Harkins
4 Ways to Monitor Your Competitor's Legal Marketing

4 Ways to Monitor Your Competitor’s Legal Marketing

Pablo Picasso famously said, “Good designers copy, great designers steal.” The same can be said for legal marketing. I was recently watching the Netflix documentary about JUUL that spoke to their early advertising creative that was comparable to Apple. This reminded me of “the law of mind” from The 22 Immutable Laws of Marketing (by […]

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How Much Should Divorce Law Firms Spend on PPC Marketing

How Much Should Divorce Law Firms Spend on PPC Marketing

A well-known legal marketing professional recently sent an email about PPC marketing saying, “If you’re a high-end divorce attorney, it’s almost $50 per click.” This shocked me as we manage six-figures of monthly Google Ads spend across the largest markets in the country and in our accounts, cost-per-click (CPC) are half of that. Now before

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How Your Law Firm Can Automate Responses to Google Reviews with ChatGPT & Zapier

How Your Law Firm Can Automate Responses to Google Reviews with ChatGPT & Zapier

Google Reviews are important to your law firm for many reasons; online reputation, social proof, and local SEO being a few. For local SEO and the Google Map Pack, the three most important ranking factors are relevance, distance, and prominence. Relevant outcomes pertain to those that closely align with the search inquiry. Hence, it’s crucial

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5 Tips to Google Local Services Ads for Divorce Attorneys

5 Tips for Optimizing Google Local Services Ads for Divorce Attorneys

When Google introduced Local Services Ads for divorce attorneys in March 2021 many marketers were fast to recommend this new PPC advertising option to lawyers looking to generate more calls. The problem is that few had experience using these ads for family law search terms and none had data to support their recommendations. At Cardinal

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Law firm advertising budget

$1,000,000 Divorce and Family Law Firm Advertising Budget

To determine your law firm’s advertising budget, research and careful planning are required. In the case of Cardinal Concepts Co-Founder and CEO of US Legal Groups, David Crum Esq., that’s especially true when for the first time in his 27-year legal career, his firms are forecasted to spend over one million dollars on advertising alone. 

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