Nick Irmo
Nick Irmo
Services
Marketing consultingAI marketing consultingWorkshops and speakingThe IRMO Playbook
Work
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retailCreative and videoAlpha Mortgage CorporationGuaranteed RateAmplify HR ManagementGordon Law Group & Gordon TaxUnilever · Dove
Insights
Zero-click marketingAI search and AEOMarketing leadershipAI tools and stacksBrand love is not a KPIWhat a fractional CMO costs in 2026, with my actual ratesClaude chat, Claude for work, and Claude CodeFractional CMO or marketing consultant? What the titles mean, and why I use one of them
Resources
Guides and templatesTalk decksZero-click mini-courseBooks on AmazonThe 2026 AI Marketing Toolkit100 AI Prompts for ChatGPT and ClaudeWhat the F*ck Is a Fractional CMO?When You Should Vendor Out Your MarketingHow to Sell Your Story
About
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Contact
Legal and professional services · marketing consultant

Law firm marketing built for the way clients actually search now.

Marketing Director for a crypto tax law firm and its affiliated tax practice: two sites rebuilt in twelve weeks, a 235-term glossary that answer engines quote, a HubSpot intake flow with a two-hour SLA, and a video program that ships every weekday.

See pricing
What usually needs fixing

The three problems I see first.

01

Prospects ask AI first

More legal questions start in ChatGPT and Google AI Overviews than on a firm website. If your content is not the source they cite, you are not in the conversation.

02

Intake that leaks

A consultation request that waits a day goes to the next firm. Most firms have no measured first-response time.

03

Content that attorneys will not approve

Six drafting passes for one article is why most firms stop publishing. The process needs a compliance scan before an attorney ever sees a draft.

The IRMO Playbook, applied

How the four moves run in legal.

The playbook
I

Identify

audit the sites, practice-area pages, intake flow and attorney bandwidth; baseline where the firm appears in AI answers for its practice areas.

R

Roadmap

service-page architecture by search intent, the glossary and video plan, the intake SLA and routing.

M

Market

rebuild the sites, launch the glossary and the weekday video cadence, wire HubSpot intake with routing, SLAs and source attribution.

O

Optimize

Looker Studio dashboard, weekly partner report, article production SOP that takes a piece from topic to approved in one or two passes.

Proof

2 case studies in legal.

All legal work
EmployerLegal and tax servicesJuly 2026 – Present

Gordon Law Group & Gordon Tax

Rebuilt both firm websites within 12 weeks of joining, then the lead pipeline, the reporting, the content engine and a daily AI intelligence brief behind them.

12 wksto rebuild and relaunch both sites
235term tax glossary, largest in its category
EmployerHR outsourcing (PEO)2024 – 2026

Amplify HR Management

Built a complete marketing function as the first marketing hire: rebrand, a 700+ page Next.js website, attribution, reporting and a review engine.

98/100PageSpeed score, up from 34
700+page website rebuild
Read and watch

The thinking behind the work.

AI search · 6 minThe glossary is the new blog: definitional content for answer enginesAI answer engines quote definitions, not opinions. Why a well-built glossary now outperforms a blog for professional-services visibility, and how to build one that gets cited.Strategy · 7 minWhy I rebuild websites in twelve weeks, not twelve monthsLong website projects fail for predictable reasons. The constraints that made it possible to relaunch two professional-services sites in a single quarter, and what I would cut again.Content · 7 minFrom six drafting passes to one: an AI content SOP that experts will approveAI-assisted content fails when the reviewer is the bottleneck. The six-stage process that cut article revisions from six passes to one or two, with compliance checked before an expert ever sees a draft.AI search · 5 minAnswer engine optimization: how to become the source AI tools citeAI tools are becoming the first stop for B2B research. How to structure content, build entity authority and track your presence in AI answers.Playbook · 5 minSpeed to lead: the five CRM rules I set before any campaign goes liveMost lead problems are follow-up problems. Five rules, each one buildable in HubSpot or Salesforce in an afternoon, that stop good leads from dying in the inbox.
Questions

Legal marketing, answered.

What is answer engine optimization for a law firm?
Structuring the firm’s content so ChatGPT, Perplexity and Google AI Overviews cite it when someone asks a legal question: definitional glossary entries, clearly bylined practice-area pages, FAQ schema, and authority signals like attorney bios and citations.
Do you handle attorney advertising compliance?
The content process I run at Gordon Law has an Illinois attorney-advertising compliance scan built into the drafting stage, before an attorney reviews. Other states’ rules can be added to the same gate.
How long does a law firm website rebuild take?
Twelve weeks for two firm sites at Gordon Law, from day one to relaunch, including new information architecture, roughly forty service pages reassigned by intent, and schema on every page. The constraint that makes it possible is deciding before building.
What does legal intake automation look like?
Lifecycle stages in HubSpot, routing by practice area, a call-and-email cadence with a two-hour first-response SLA, a handoff into the case management system (Clio in our case) and source attribution so you know which channel produced the matter.
Do you work with firms outside Chicago?
Yes. The work is remote-friendly and the compliance gate is configurable by state. Chicago-area firms get on-site working sessions.
Other industries
Mortgage and lendingHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retail
Next step

Managing partner with a marketing seat that needs owning?

Send a note No pitch deck. A reply within one business day.