Business Development

Published on: September 10, 2026

LP Magazine — Acronyms Reshaping Law Firm Marketing: AI, MSOs, and ABSs

AI, MSOs and ABSs

In my September/October 2026 ABA Law Practice Magazine column, “Acronyms Reshaping Law Firm Marketing: AI, MSOs, and ABSs,” I examine three forces that are simultaneously—and fundamentally—restructuring how law firms approach marketing, intake, staffing, and client acquisition. For decades, law firm marketing operated on limited budgets, constrained by ethics rules that kept outside capital at bay and by a culture that treated business development as an afterthought. That era is ending. Management services organizations (MSOs), alternative business structures (ABSs), and artificial intelligence (AI) are converging to create a new ecosystem in which marketing is no longer peripheral but central to firm strategy, investment, and operations.

MSOs and ABSs are introducing outside capital, new ownership models, and nonlawyer expertise into the legal marketplace. In some firms, marketing and intake are shifting to sister companies that operate outside traditional law‑firm structures. Private equity is flowing into personal injury and mass tort practices, where high client‑acquisition costs and long case‑resolution timelines make outside funding particularly attractive. These arrangements raise cultural and ethical questions—especially around oversight, fee‑sharing, and multijurisdictional practice—but they also create opportunities for marketers who suddenly find themselves working within organizations that treat marketing as infrastructure rather than overhead.

Published on: May 30, 2026

LP Magazine — Making Conferences Count: Converting Visibility into Business

by Micah Buchdahl

Conferences represent one of the single largest line items in many law firm business development budgets — and one of the most consistently squandered. In a recent column for the May/June 2026 ABA Law Practice Magazine, Making Conferences Count: Converting Visibility into Business, I offer a candid take on why most lawyers leave conferences with little to show for their time and expense, and what it takes to convert that visibility into business. From the misguided habit of traveling across the country just to rack up CLE hours, to hiding in hotel rooms between sessions, to signing sponsorships without asking whether they deliver real engagement, the column dismantles the passive approaches that keep conference ROI low — and replaces them with a disciplined, intentional framework. If your attorneys are hitting the road this season, this is required reading before they board the plane.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

Making Conferences Count: Converting Visibility into Business

Published on: January 20, 2026

LP Magazine — Law Firm Referral Networks Make Sense If They Make Cents

by Micah Buchdahl

Law Firm Referral Networks

Referral networks may seem like relics in an era dominated by digital marketing, but the right network can still deliver steady, high‑quality work and expand a firm’s reach. After more than 25 years evaluating these groups, I’ve found that their value depends on fundamentals: strong leadership, high‑caliber member firms, and a realistic understanding of the full cost of participation. When those elements align, networks can become reliable engines of referrals, reputation, and professional community. My latest marketing column, in the January/February 2026 issue of ABA Law Practice, suggests Law Firm Referral Networks Make Sense If They Make Cents.

Recently, I’ve had the opportunity to work closely—on behalf of a law firm member—with the Legal Netlink Alliance (LNA), a global association of small and midsize independent law firms. Even in a relatively short time, I’ve watched genuine trust take root and real friendships form among its members. Because the network is intentionally composed of smaller firms and its U.S. conferences are intimate by design, it’s remarkably easy to build meaningful connections. I’ve already met another Rabbi’s kid (like me), a Chicago sports fan who always thinks of me when the Phillies or Eagles are relevant, and even found a lawyer in the Midwest who helped me navigate an unexpected traffic stop—best not to ask.

Published on: March 15, 2025

ABA Law Practice Today — Attorney Professional Development Goals by Generation

by Micah Buchdahl

Authoring this blog post after serving as an issue editor for the Professional Development edition (February 2025) of the American Bar Association’s Law Practice Today webzine, I suddenly was having a sense of déjà vu. Turns out I was the issue editor of LPT’s multigenerational and multicultural issues nearly 10 years ago, in March 2015. I had little recollection of it. You can even compare what I wrote on the subject matter a decade ago in Law Firm Management Struggles with Multi-Generational Issues. News flash: We’ve been discussing this for well over a decade now.

There is significant overlap between business development and professional development within a law firm. During the four years I chaired the ABA’s Standing Committee on Continuing Legal Education (SCOCLE), and the seven years in total I served on the committee, I was involved with the Professional Development Consortium as well. Every law firm is different in the way they incorporate BD into PD, and at what stage. In a conversation I had recently with a law firm PD professional, she tossed a bunch of enlightening (if not scary) statistics at me regarding incoming attorney classes—how short their stay at the firm will likely be, demands for WFH (look it up, of you don’t know it already), work-life balance, and other “asks” that would’ve ensured I never got a job in an interview when I was getting out of law school (circa early 90s…1990s, not 1890s). But times have changed. I recently read a Law360 article with tips on how associates can thrive in a hybrid work environment…realizing that those “tips” were from a Big Law partner around my age (again 1900s, not 1800s, and certainly not 2000s)…and were what he would do, not necessarily what a young associate might find helpful.

If I’m issue editing the subject another 10 years from now, in 2025, something went drastically wrong with my retirement plans. But it will be interesting to see how things might change, or don’t.

Published on: February 28, 2025

ABA Law Practice Podcast — Marketing Strategies and Ethics for Law Practices

by Micah Buchdahl

ABA Law Practice Podcast In the January 20, 2025, episode of the American Bar Association’s Law Practice Podcast, host Terrell Turner discusses the complexities of legal marketing with me in this 30-minute discussion available on americanbar.org as well as in your favorite podcast library, including Spotify and Apple.

Micah Buchdahl, who concentrates his practice in marketing, advertising, and solicitation issues at the state bar level, shares his vast experience working with aggressive law firms. The conversation covers the evolution of advertising from print to digital, the impact of changing algorithms on marketing strategies, and the integration of influencers in legal marketing. Micah emphasizes the importance of understanding multi-jurisdictional ethical rules and the responsibility that law firms hold over their marketing practices. This episode provides valuable insights for law firms navigating the rapidly changing landscape of legal advertising.

The Law Practice Podcast is hosted each month by Terrell Turner, the founder of accounting firm, www.TLTurnerGroup.com.

Published on: May 29, 2024

LP Magazine — TikTok Is Gospel to Generation Z

by Micah Buchdahl

TikTok In recently reviewing a law advertising campaign, I found myself saying that we need to run this on TikTok. I looked at the matter and the target audience, and it seemed quite clear that this was the best way to engage. My growing fascination with one of the newer online tools—from something I considered a ridiculous kiddie timewaster—to an app that someone sends a link with useful (and/or entertaining) information nearly every day. When it comes to effective law marketing in 2024, you need to know TikTok—and that is why I wrote TikTok Is Gospel to Generation Z in the May/June 2024 issue of Law Practice.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

Summary

Published on: August 1, 2023

Law360: How Law Firms Can Capitalize On Marketing As Demand Lags

by Micah Buchdahl

law360 In the July 25, 2023 edition of Law360, reporter Aebra Coe writes on How Law Firms Can Capitalize On Marketing As Demand Lags. In my interview with her, we discussed what to do with lags in demand, and the best ways to guard against it.

“As many law firms see business decline amid a sluggish economy, some may cut back their marketing budgets to save on costs, however marketing experts say now is actually an important time to double down and create new business opportunities,” writes Coe.

Summer is also a good time for lawyers and their firms to focus on marketing and business development, as business naturally slows in the summer months, according to Micah Buchdahl, president of law firm marketing company HTMLawyers.

Published on: March 1, 2023

LP Magazine – Guilt by Associations

by Micah Buchdahl

ABA Law Practice Magazine In my March/April 2023 marketing column in the American Bar Association’s Law Practice Magazine, I address the pros and cons of organizational involvement in Guilt by Associations.

It should come as no surprise that I tout my ABA involvement as a core component of my own business development strategy. At some point, I decided I was going to go “all in” on ABA activity—and it has been beneficial on so many fronts. For me, as an attorney, I wanted to network with other lawyers. And because my own business and practice is national in scope, a broader-based organization made more sense. As a bonus, many of my closest friends today are people I met through ABA activity.

Now my home for most of the last 20+ years of ABA membership has been the Law Practice Division. But choosing the right places to hang your hat have a lot of variables—geography, practice type, cost, ability to travel, ability to meet on nights or weekends, ability to build a referral network, exposure through writing or speaking, and opportunities to be a leader. Are you an introvert or extrovert? Who else is active in the organization? The thinking should go well beyond, “I live in Chicago. I should join the Chicago Bar Association.” Or “I’m an IP lawyer, I should go to INTA.” It might involve a women’s initiative, or something outside the scope of legal, like a House of Worship or Museum group. Some of the wisest moves in organizational involvement is to sit on a board with huge potential clients on the left and right of you—but in a completely non-work, non-legal setting.

Published on: November 10, 2022

LP Magazine – Marketing Ethics Compliance Continues to Confound

by Micah Buchdahl

Marketing Column

In the November/December 2022 marketing column in the American Bar Association’s Law Practice Magazine, Marketing Ethics Compliance Continues to Confound, I combine a number of business development topics into one.

When writing my column, I often start by thinking about what “hot” areas I’m working on at the moment. In the 21 years-plus since launching HTMLawyers, I’d say most years that the bulk of law firm clients have been on the marketing and business development guidance side; a slight amount dedicated to my related but separate ethics practice. However, in recent years, it has flipped. I find myself spending a lot of time behind the desk reviewing a vast variety of marketing campaigns for law firms around the nation—not to give my two cents on the marketing aspects, but to review for ethics compliance. I help law firm managing partners and GCs sleep better at night. They don’t want to be at the helm when that disciplinary letter rolls in, or worse. It is a practice area loaded with inconsistencies, confusion and varied levels of enforcement. All of which makes it a super fun area to practice.

Published on: November 18, 2021

LP Magazine – The Law Marketing Up/Down Drill 2021

by Micah Buchdahl

LP Magazine - Leadership Issue The third annual Up-Down Drill, which played off my favorite morning-after column in The Philadelphia Inquirer after an Eagles game (why did Jeff McLane stop doing it?), was one of the more difficult to write. In the November/December 2021 issue of Law Practice, The Law Marketing Up/Down Drill tackles relationship-building, lawyer ratings, webinars, social justice and getting back out in the real world for in-person business development.

It was especially difficult to write due to my failure to prognosticate exactly how COVID would play out since the first quarter of 2020. It is still hard to believe we’re getting ready to hit the two year mark—and normalcy still seems to still be slightly in the rear view mirror (remembering that “objects are closer than they appear”). However, I finally got to go out and do my first in-person presentation last weekend—a law firm retreat in the DC area—in front of a crowd and without a mask over my mouth), so there is that. See my next LP column for more about the return of the law firm retreat.

Roaring back—hopefully—is true blue relationship building. While Zoom happy hours and wine tastings were quite the creation, the option of grabbing a drink or lunch or golfing has never looked so good. And as I’ve been counseling my law firm clients, strike while the iron is hot. People are not overbooked or over traveling yet—and are eager to accept the invites. That will not last forever. The “I’m way too busy to get together” will return in time.