Lead Counsel

• 132:Mergers, Marketing, and the AI Revolution: Jason Hennessey on the Future of Legal SEO

  In this high-impact episode of Lead Counsel, host Tom Tona welcomes digital marketing powerhouse Jason Hennessey, founder of Hennessey Digital. This episode is essential listening for law firm owners, marketers, and legal entrepreneurs navigating the seismic shifts in legal SEO, digital marketing, and AI integration. Jason shares his journey from his first SEO presentation in 2008 to scaling Hennessey Digital into one of the top marketing agencies in the legal space and ultimately selling it to private equity. He and Tom explore the current wave of mergers and acquisitions sweeping the legal industry and what it means for solo practitioners and midsize firms alike. Highlights Include: How the December Google algorithm update disrupted legal SEO The real impact of AI on SEO and why "Search Everywhere Optimization" is the new standard Why character, transparency, and long-term relationships still win in digital marketing Best practices to future-proof your firm's digital presence How to optimize for ChatGPT and Google at the same time What most law firms still get wrong about digital strategy The importance of personal branding for attorneys in 2026 and beyond Behind-the-scenes of Jason's Lamborghini purchase and what it says about values, success, and family Whether you're pulling 50+ cases a month or building your firm from scratch, Jason and Tom break down the critical moves you need to make to stay competitive in today's fast-moving legal marketing environment. Featured Guest: Jason HennesyLinkedIn: Jason Hennessey Website: https://www.jasonhennessey.com/ Your Host: Tom Tona Founder & Managing Attorney, Tonalaw Website: https://www.tonalaw.com LinkedIn: Tom Tona X: @NYPITrialGuy This podcast is sponsored by TonaLaw. TonaLaw is not just another law firm. They're defining what it means to fight for their clients. We get a lot of attorney referrals from across the country. We pay fee participation in all jurisdictions where it's permitted. We focus on integrity, innovation and relentless advocacy. TonalLaw is proving that the business of the law can scale without losing its heart. Do you want to see how a modern firm is built for impact and happy client referrals? Check out tonalaw.com mention again the Lead Counsel Podcast and I'm happy to get on the phone with you. This episode is also brought to you by Meet Gabbi, the voice AI built for law firms. Gabbi answers your phones 24-7, qualifies leads and books consultations so you never miss another client. Imagine cutting intake time in half or giving every caller a five star experience. That's the power of Meet Gabbi. Learn more at meetgabbi.com mention the Lead Counsel Podcast. You can also hit me up and I'm glad to make an introduction to the owner.

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• 131: Scaling Unreasonable Hospitality in Family Law: How Elise Buie's Team Transforms Client Care

  In this impactful episode of the Lead Counsel Podcast, host Tom Tona speaks with Elise Buie, founder of the Elise Buie Family Law Group in Washington, and her Client Hospitality Coordinator, Mackenzie Corbin. Together, they unpack how a family law firm can deliver a white-glove, client-first experience in one of the most emotionally challenging legal fields. From Remote Firm to Legal Spa Elise shares her journey of growing a fully remote law firm over the past decade and how she embedded "unreasonable hospitality" into the firm's DNA. Inspired by Will Guidara's book of the same name, Elise discusses how operationalizing care and empathy can be a business advantage—and a human imperative. Creating the Role of Client Hospitality Coordinator Mackenzie Corbin's role is rare and innovative in the legal space. With a background in mental health, probation services, and funeral care, Mackenzie brings deep emotional intelligence to her non-billable role. Her focus? Active listening, rapid client feedback loops, personalized support, and helping clients feel seen and heard throughout their legal journey. Key Takeaways and Highlights: How unreasonable hospitality drives client satisfaction, retention, and referrals. Why Elise operationalized kindness and empathy as key performance indicators (KPIs) at her firm. The measurable impact on business: A drop in accounts receivable from $350k to $40k, increased referrals, and dramatic client satisfaction. The role of empathy and active listening in building law firm culture. How to scale client care through structure, training, and leadership modeling. This episode is a must-listen for firm owners, operations managers, and attorneys who want to move beyond check-the-box client service and deliver transformative legal experiences. Featured Guests from Elise Buie Family Law Group: Elise BuieFounder / Chief Executive Officer (CEO)LinkedIn: Elise Buie Website: Elise Buie Family Law Group Mackenzie CorbinClient Hospitality CoordinatorLinkedIn: Mackenzie Corbin Website: Elise Buie Family Law Group Your Host: Tom Tona Founder & Managing Attorney, Tonalaw Website: https://www.tonalaw.com LinkedIn: Tom Tona X: @NYPITrialGuy This podcast is sponsored by TonaLaw. TonaLaw is not just another law firm. They're defining what it means to fight for their clients. We get a lot of attorney referrals from across the country. We pay fee participation in all jurisdictions where it's permitted. We focus on integrity, innovation and relentless advocacy. TonalLaw is proving that the business of the law can scale without losing its heart. Do you want to see how a modern firm is built for impact and happy client referrals? Check out tonalaw.com mention again the Lead Counsel Podcast and I'm happy to get on the phone with you. This episode is also brought to you by Meet Gabbi, the voice AI built for law firms. Gabbi answers your phones 24-7, qualifies leads and books consultations so you never miss another client. Imagine cutting intake time in half or giving every caller a five star experience. That's the power of Meet Gabbi. Learn more at meetgabbi.com mention the Lead Counsel Podcast. You can also hit me up and I'm glad to make an introduction to the owner.

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• 130: Popcorn Wisdom: Healing Trauma and Building a Law Firm That Thrives with Chris Earley

  This special popcorn episode of the Lead Counsel Podcast features highlights from two previous powerhouse conversations with Chris Earley, a leading personal injury attorney and founder of the Earley Law Group in Massachusetts. Hosted by Tom Tona, founder and Managing Attorney at TonaLaw, this condensed episode captures the rawest, most inspiring moments from Chris's deeply personal story — one that reveals how trauma, risk-taking, and purposeful leadership can radically reshape your life and your law firm. Chris shares how growing up in a challenging environment gave him what he now considers his greatest asset: resilience. By embracing his past and doing the internal work required to grow, Chris has built not only a thriving law firm but also a healthy culture focused on team-first leadership. He discusses how vision blockers, trauma, and anger can become invisible walls in a legal career — and how to tear them down for good. Key Highlights: Discover how internal transformation drives law firm success Learn why emotional self-awareness is critical for leadership in law Get actionable insights on culture-driven legal practice management Understand the difference between being a lawyer and being a law firm owner Hear how Chris took big risks to build a firm rooted in compassion, clarity, and consistency Perfect for attorneys, legal entrepreneurs, and law firm leaders looking to scale impactfully Whether you're battling burnout, struggling with vision, or just looking for inspiration to run your law firm differently, this episode is packed with golden takeaways. This is a Popcorn Episode, a format we use to surface and spotlight the most potent insights from previous episodes. You'll hear the best moments from our earlier interviews with Chris Earley, now remixed for even deeper impact.   Featured Guest: Chris EarleyWebsite: Boston Personal Injury Attorneys - Earley Law Group Injury AttorneysLinkedIn: Christopher Earley Book: Scaling the Wall: One Man's Journey of Healing Childhood Trauma to Find Fullfillment and Success Your Host: Tom Tona Founder & Managing Attorney, Tonalaw Website: https://www.tonalaw.com LinkedIn: Tom Tona X: @NYPITrialGuy This podcast is sponsored by TonaLaw. TonaLaw is not just another law firm. They're defining what it means to fight for their clients. We get a lot of attorney referrals from across the country. We pay fee participation in all jurisdictions where it's permitted. We focus on integrity, innovation and relentless advocacy. TonalLaw is proving that the business of the law can scale without losing its heart. Do you want to see how a modern firm is built for impact and happy client referrals? Check out tonalaw.com mention again the Lead Counsel Podcast and I'm happy to get on the phone with you. This episode is also brought to you by Meet Gabbi, the voice AI built for law firms. Gabbi answers your phones 24-7, qualifies leads and books consultations so you never miss another client. Imagine cutting intake time in half or giving every caller a five star experience. That's the power of Meet Gabbi. Learn more at meetgabbi.com mention the Lead Counsel Podcast. You can also hit me up and I'm glad to make an introduction to the owner.

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• 129: From Litigator to Legal Empire: Craig Goldenfarb's Journey to Eight Figures

  This popcorn episode is a curated highlight reel from our earlier full-length conversation with Craig Goldenfarb, the founder and CEO of Gold Law and the visionary behind the Seven Figure Attorney Summit. In this rapid-fire format, we revisit Craig's most powerful insights on law firm growth, leadership, marketing, and mindset — condensed for maximum impact. Host Tom Tona of Tonalaw guides listeners through some of the most valuable takeaways from Craig's journey to building an eight-figure legal business. If you're a law firm owner looking to grow, systematize, and lead with purpose, this episode is your blueprint. You'll hear Craig break down: The decision between staying a practitioner or becoming a true CEO Why middle management is a law firm's hidden growth engine Delegation as a strategic imperative, not a luxury The importance of a CEO-focused job description to scale effectively Craig's 10 percent rule for personal growth, inspired by top performers His data-driven approach to digital marketing and client acquisition The five KPIs he considers mission-critical for business decisions Client retention strategies that convert happy clients into referral sources How to push past fear and embrace the next stage of growth Whether you missed the original episode or want a concentrated dose of wisdom, this popcorn edition delivers the goods. Featured Guests: Craig Goldenfarb Website:  GOLDLAW Personal Injury Lawyers Seven Figure Attorney Summit LinkedIn: Craig Goldenfarb Your Host: Tom Tona Founder & Managing Attorney, Tonalaw Website: https://www.tonalaw.com LinkedIn: Tom Tona X: @NYPITrialGuy This podcast is sponsored by TonaLaw. TonaLaw is not just another law firm. They're defining what it means to fight for their clients. We get a lot of attorney referrals from across the country. We pay fee participation in all jurisdictions where it's permitted. We focus on integrity, innovation and relentless advocacy. TonalLaw is proving that the business of the law can scale without losing its heart. Do you want to see how a modern firm is built for impact and happy client referrals? Check out tonalaw.com mention again the Lead Counsel Podcast and I'm happy to get on the phone with you. This episode is also brought to you by Meet Gabbi, the voice AI built for law firms. Gabbi answers your phones 24-7, qualifies leads and books consultations so you never miss another client. Imagine cutting intake time in half or giving every caller a five star experience. That's the power of Meet Gabbi. Learn more at meetgabbi.com mention the Lead Counsel Podcast. You can also hit me up and I'm glad to make an introduction to the owner.

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• 128: Scaling Smart: Marco Brown's Playbook for Multi-State Law Firm Expansion

  In this high-impact episode of the Lead Counsel Podcast, host Tom Tona sits down with Marco Brown, founder of Brown Family Law, to reveal the unfiltered truth behind expanding a law firm across state lines. From dominating divorce law in Utah to launching a second office in Arizona, Marco shares battle-tested strategies, painful missteps, and the operational secrets that every law firm owner needs to hear before scaling. This episode delivers deep business and legal value, including: Why Arizona was the smart first move for multi-state growth How to reverse-engineer a $75M vision into tactical milestones The critical role of geographic proximity and market selection Marketing failures and how to adjust quickly for high-quality lead gen Regulatory hacks: ABS structures, ethics consults, and advertising pitfalls The true cost of underestimating team building and recruiting Why your paralegal is more important than your attorney at launch Operational structures that support scale (EOS, pods, C-suite hires) What Google doesn't tell you about launching in new states Lessons in culture-setting, leadership travel cadence, and long-term vision Whether you're a firm owner preparing for growth, a managing partner contemplating national presence, or a solo looking to learn from others' mistakes, this episode is your blueprint to multi-state expansion done right. Featured Guests: Marco Brown Website: Marco Brown LinkedIn: Marco Brown Your Host: Tom Tona Founder & Managing Attorney, Tonalaw Website: https://www.tonalaw.com LinkedIn: Tom Tona X: @NYPITrialGuy This podcast is sponsored by TonaLaw. TonaLaw is not just another law firm. They're defining what it means to fight for their clients. We get a lot of attorney referrals from across the country. We pay fee participation in all jurisdictions where it's permitted. We focus on integrity, innovation and relentless advocacy. TonalLaw is proving that the business of the law can scale without losing its heart. Do you want to see how a modern firm is built for impact and happy client referrals? Check out tonalaw.com mention again the Lead Counsel Podcast and I'm happy to get on the phone with you. This episode is also brought to you by Meet Gabbi, the voice AI built for law firms. Gabbi answers your phones 24-7, qualifies leads and books consultations so you never miss another client. Imagine cutting intake time in half or giving every caller a five star experience. That's the power of Meet Gabbi. Learn more at meetgabbi.com mention the Lead Counsel Podcast. You can also hit me up and I'm glad to make an introduction to the owner.

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