When Kevin Mottley was building his Richmond firm, a fellow attorney gave him a name worth calling: Tom Foster. Kevin met Tom at a legal marketing event in 2012, and within a year, he had his first Foster Consulting™ website. "He just seemed very knowledgeable about all things website-related, not to mention marketing in general," Kevin recalls. "And the rest is history."

Before that, his site looked like most lawyers'. "It was your traditional lawyer website — more like a brochure," he says. "It just says who you are, what sort of work you do, and how to get in touch with you." It drew compliments. It didn't drive a practice.

Thirteen years later, Kevin has built The Mottley Law Firm around traumatic brain injury and serious-injury cases — and that depth of experience is paying off somewhere he didn't expect: AI search. "AI is everything as far as I'm concerned right now when it comes to marketing," he says. He asks every new client how they found him, and more and more say AI. One recent client's father works for an AI company — and found the firm using the very kind of tools his industry builds. "If you're not showing up in those recommendations from AI, you're invisible."

Ask Kevin about the strategist behind those results, and the answer comes fast. "John Spare is great," he says. "He's got other clients who are clearly doing well, so he's got the experience there that's corroborated by others who have used him. He really knows SEO and getting your site set up so you're found by the people you want to find you. You can just tell he's invested in your success."

Ask Kevin what he'd tell an attorney shopping for a marketing partner, and his answer sounds a lot like a description of the one he found. "Stay away from the folks who email you saying they've audited your website and can get you to the top of the search results right away," he says. "Look for a service provider who's been around the block, has good reviews — and don't be shy about reaching out to some of those people and seeing what they think of them." 

How The Mottley Law Firm Gets Found in AI Search  

 

Kevin Mottley