Attorney Paul Greene, founder of Global Sports Advocates in Portland, Maine, is no stranger to high-stakes battles. As one of the world’s most respected sports lawyers, he’s regularly defended athletes and organizations at the Court of Arbitration for Sport—often called the “Supreme Court” of sports law.
But before partnering with Foster Consulting®, Paul found himself frustrated by potential clients slipping through the cracks—choosing firms with flashier websites and stronger digital strategies. It wasn’t a question of skill or credibility—GSA had both in abundance. The issue was visibility. The firm’s online presence didn’t reflect the powerhouse reputation it had built in the world of sports law.
Paul realized that to keep growing, he needed more than an outstanding track record—he needed a system that aligned his digital presence with the excellence of his practice. That realization led him to Foster Consulting®.
“In 30 years of doing this, I’ve learned that marketing isn’t about being the loudest voice—it’s about being the most trusted when it matters most, people buy from people,” said Tom Foster, CEO of Foster Consulting®. “Paul gets that better than anyone.”
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Putting the Perfect Practice System® Into Action With a Commitment to High-Quality Content
During his initial website redesign, Paul worked closely with Foster’s team to ensure every detail aligned with his vision. “We spent 6 to 8 months building out the site, and I was very involved. We went through every word together, in terms of making sure that it reflected what we do and our reputation,” he recalled.
Paul’s background as a former sportscaster—he studied at Syracuse University’s Newhouse School of Communications—taught him the power of clear, confident communication. He brought that same focus to his digital brand, ensuring the site conveyed trust, credibility, and authenticity at every turn.
When the site launched in fall 2021, the improvements were immediate and lasting. For Paul, however, the new website wasn’t just about design—it was about substance. He quickly realized that what set his new digital presence apart was the quality of the content living on it. Every page was carefully crafted to reflect his deep expertise and the unique needs of his clients. “Every word we try to put forth is real and legitimate, and in a way that makes people feel they can trust us,” Paul said.
“In a specialized practice area like sports law, credibility is everything—and your content should reflect that,” Dana Hinders, Foster’s Director of Content Operations, added. “Every article we create for Global Sports Advocates is designed to showcase the firm’s depth of knowledge, case experience, and commitment to fairness in sport. When your content carries the same precision and authority you bring to the courtroom, clients feel that trust before they ever pick up the phone.”
“Paul’s one of those clients who reads every word and cares deeply that the content reflects his standards,” Dana continued. “That kind of partnership is why his site feels so authentic—it’s built with the same care and excellence that defines his legal work.”
By treating content as an investment and not an afterthought, GSA turned its website into more than a digital brochure. It became a tool for education, engagement, and trust-building that reinforced the firm’s authority with every click.
GEO + SEO: The Visibility Breakthrough
Global Sports Advocates now dominates both traditional search and generative search outputs.
1. #1 for Branded Search Across All Generative Engines
When a prospective client types or asks:
- “Global Sports Advocates”
- “Paul Greene sports lawyer”
- “Top sports law firm Maine”
GSA consistently appears first, both in search rankings and in generative summaries.
This ensures that referrals, media mentions, and word-of-mouth traffic always lead straight to Paul—not to comparison sites or competitors.
2. Page-One Visibility on High-Volume Sports Law Keywords
GSA performs exceptionally well for competitive category-defining terms like:
- “sports lawyer”
- “sports attorney”
- “sports lawyer law firm”
These terms attract over 5,000 searches globally every month and are also among the most frequently asked queries in AI-powered legal searches—giving GSA a massive visibility advantage.
3. GEO-Driven Dominance in High-Value Niche Searches
Where GEO shines brightest is in specialized intent-based searches such as:
- “anti-doping attorney”
- “SafeSport lawyer”
- “athlete suspension attorney”
These keywords have smaller search volume but extremely high intent—and generative engines rely heavily on authoritative, well-structured content to produce answers.
GSA ranks #1 across both search and generative output for these queries, capturing the exact athletes who need immediate help.
“When we first met Paul, he was losing cases simply because prospects couldn’t find him online,” said Jamie Kelly, Director of Client Services at Foster Consulting®. “GEO changed that practically overnight. Now he’s the answer engines recommend.”
A Clear ROI on Marketing Investment
As Global Sports Advocates continues to grow, the “front door” of the practice is no longer a barrier—it has become an open invitation to the right clients. In fact, two of GSA’s recent wins, an anti-doping case involving former junior middleweight champion Jaime Munguia and a wrongful suspension case involving competitive powerlifter Lee’Ann Delcourt, both mentioned the quality of the website as a factor in their decision to work with the firm.
What once felt like an expense soon revealed itself as a revenue driver. Paul emphasizes that professionals shouldn’t fear the upfront or monthly costs of marketing, because the return compounds over time. As he explains, “Some people are afraid of how much it costs initially and the monthly fee, but it’s part of an investment in growing your overall revenues.”
Key Lessons for Specialized Practices
GSA’s success with the Perfect Practice System® demonstrates that growth isn’t just about reputation—it’s about creating the right systems to capture and convert opportunities. Their journey provides several valuable insights for professionals in highly specialized fields:
1. Treat Your Website Like Your Office Lobby
Clients often make judgments within seconds of visiting your site. If it looks outdated, hard to navigate, or doesn’t clearly communicate your value, you risk losing them before the conversation even begins. A modern, professional website that reflects your expertise is essential to building trust from the very first click.
2. Reputation Alone Doesn’t Guarantee Growth
Even with international recognition, GSA was losing clients to competitors with stronger digital presences. No matter how respected you are in your field, if potential clients can’t easily find or engage with you online, your practice will miss opportunities. Digital visibility is the bridge between reputation and revenue.
3. High-Quality Content Is Your Authority Builder
Paul emphasizes that GSA’s website is a valuable marketing tool because every article is crafted with care as part of a larger strategic plan. For specialized practices, consistent, insightful content demonstrates thought leadership, reassures potential clients, and sets you apart from competitors who rely on generic messaging.
4. GEO + SEO Is the Modern Visibility Blueprint
Traditional rankings matter—but GEO governs what AI tools recommend, summarize, and cite. When your content is engineered for both algorithms and generative engines, you create a dual-channel visibility advantage no competitor can easily replicate. GEO ensures your expertise becomes the “source of truth” that AI systems rely on—positioning you as the authority clients encounter first.
5. Marketing Should Be Seen as an Investment, Not a Cost
Many professionals hesitate at the upfront expense of marketing systems. But as Paul discovered, a well-executed strategy pays for itself many times over by capturing clients that would otherwise go elsewhere. When viewed as part of long-term growth, marketing becomes one of the most powerful investments you can make.
6. The Right Partners Free You to Focus on Your Craft
Paul refers to Foster Consulting® as his “A-Team”—the experts who handle what he couldn’t (or shouldn’t) spend his own time on. With the right marketing partner, specialized professionals can focus on their cases, patients, or clients while knowing their practice growth is in expert hands.
Unlock the Growth Your Practice Deserves
Paul Greene’s journey is proof that even the most accomplished professionals can lose ground if their digital presence doesn’t match their reputation—and that the right system can transform frustration into growth.
“At my grandfather’s funeral, the rabbi said everyone has a dash on their gravestone—the line between the years of your birth and death. What matters is what that dash stands for,” Paul reflected in his recent appearance on Tom’s World of Marketing. “For me, it has to mean integrity, helping people, and making a difference.”
That’s exactly what Global Sports Advocates now communicates online: credibility, compassion, and purpose.
Your website should open doors, not close them. Your content should showcase your expertise, not hide it. And your marketing should be an engine for growth, not an obstacle.
That’s what the Perfect Practice System® is designed to do.
If you’re ready to stop losing opportunities, attract the right clients, and finally align your reputation with your results—schedule your free Practice Analysis today