In the two-part finale of the 10-part series, Shane Smith and Trevor White break down the “Shock and Awe” follow-up system that helps firms stand out quickly. They explain what a shock and awe package really is (your “love me book”), why consistency drops during staff turnover, and how to systematize reporting so key routines never disappear. They also cover how to decide who gets physical mail vs digital, why even small swag can increase response and trust, and why you should study competitor marketing to stay ahead, without crossing the line into stealing.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

In this episode of Legal Edge Coaching, Shane Smith and Trevor White break down the real role of testimonials, reviews, and case studies in growing a law firm from a few million to 10M and beyond. They explain why social proof is not optional, how Google reviews affect your local visibility, and why a mix of raw, handwritten, and produced testimonials beats polished but fake looking content every time.

Shane shares how his firm used stacks of handwritten surveys, on the spot office testimonials, and detailed case studies to close skeptical prospects and speak directly to their real avatar: regular injured people, not just million dollar cases. Trevor explains the difference between quick testimonials, deeper case studies, and how each should be used in marketing, sales, and follow up to pre sell prospects before you ever get on the phone.

They also dive into hot button issues: why you must never fake testimonials, how to ethically coach happy clients so their reviews are actually usable, what to do when a disgruntled ex-employee or non-client review bombs your Google profile, and why a perfect 5.0 rating can actually make you look less credible. The episode closes by stressing one key idea: build a simple system so every client is asked for a testimonial, every time, and let consistency compound into a wall of social proof that sells your firm for you.

If you want more free training on intake, systems, and firm growth, visit legaledgecoaching.com. Shane and Trevor are also opening a few 1 to 1 coaching slots to help firms that feel stuck at a revenue plateau identify bottlenecks and break through.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

Shane and Trevor break down the truth about law-firm websites and SEO: what actually matters, what to ignore, and where to spend your first 5K if you’re not a big player yet. They cover business-card sites vs. SEO sites, why dot-com domains and professional email matter, how to avoid “page one in 32 seconds” vendors, and why pulling back on marketing in Q4 wrecks next year’s numbers. You’ll learn how to use Google Business Profile and LSAs for near-term cases, the 5-metric rule for vendor accountability, and how to stop the “feast and famine” cycle by stabilizing spend and tracking cost per case. Plus, a candid chat on handling bad reviews, setting contracts, using a fractional CMO, and why nobody truly “does it alone.”

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/