Most law firms today understand the importance of digital marketing. They know they need a strong website and are familiar with concepts like SEO, paid search, and online visibility. What many firms don’t have is clarity — clarity around what’s actually working, where leads are coming from, and why results sometimes stall even with consistent investment.
When that uncertainty sets in, frustration follows quickly. I understand that feeling personally, because before I ever worked in digital marketing, I worked inside a law firm.
Where It All Began
I began my career in 2003 at a criminal defense law office in the Bay Area, working first as a legal secretary, then as a paralegal, and eventually managing the office. We specialized in DUI defense, which has always been a highly competitive practice area in the Bay Area. Standing out was never easy.
For years, traditional marketing such as flyers, mailers, and Yellow Pages carried much of the load. Then, almost overnight, it didn’t. Changes to solicitation rules made it far more difficult to reach potential clients, and many law firms struggled to adapt.
The attorney I worked for did what many others were doing at the time. We invested in a website, hired outside help, and were told the site was being “SEO’d” and optimized for Google. But the phone wasn’t ringing. Results weren’t improving. And no one could clearly explain why.
Sitting inside the firm and watching that unfold, I realized something important. Digital marketing wasn’t failing us. We simply didn’t understand it well enough to manage it.
So I chose to learn it, not because I had to, but because I wanted to help the firm grow, survive, and move forward.
Why a Holistic, Transparent Approach Matters
Many digital marketing firms understand platforms and tools. Far fewer understand how a law firm actually functions day to day, how decisions are made, how intake is handled, and how trust is built well before a client ever picks up the phone.
That perspective, shaped inside a working law office, is what guides our approach to digital marketing at 2b1 Inc. We don’t treat marketing as a collection of disconnected tactics. Instead, we look at the full picture: positioning, client experience, trust, and long-term growth, and how all of those elements work together to support a law firm’s success.
Yes, we offer structured packages, because clarity matters. But behind those packages is a strategy shaped by how law firms truly operate, grow, and compete.
What Working With 2b1 Inc Looks Like
Most attorneys today understand the value of digital marketing and expect it to support their firm’s growth. What often makes the difference is not effort or investment, but having a clear understanding of how strategy, execution, and results connect over time.
At 2b1 Inc, we believe trust is built through transparency. We explain what we’re doing, why we’re doing it, and how it supports your firm’s goals, especially during periods when competition increases or results fluctuate.
Digital marketing is not static, and neither are law firms. Our role is to provide clarity, context, and guidance, so decisions are informed and progress is measurable, even as conditions change.
Director of Growth & Digital Strategy
Araceli Parra
Law firms are built on trust, reputation, and responsibility. Their marketing should reflect those same values.
As Director of Growth & Digital Strategy at 2b1 Inc, my role is to guide how digital marketing supports the way firms actually practice law, not just how they appear online. I work closely with our team to ensure strategy is rooted in clarity, transparency, and long-term growth, rather than short-term tactics.
If your firm is evaluating its digital marketing, or simply wants clearer insight into what’s working and what isn’t, our team is always open to thoughtful conversations.
Our goal is to help firms understand their position, their opportunities, and the path forward.
