10 Golden Rules
#2 in Law Firm
Legal-vertical digital marketing agency (since 2003) covering SEO, PPC, web, and intake/operations consulting for law firms.
- Founded
- 2003
- HQ
- Boca Raton, FL
- Team
- 6-15
Editor’s Choice — honoree press kit available
Access press kit →Founder
Meet the founder
Jay Berkowitz
Founder & CEO
Jay Berkowitz founded Ten Golden Rules in 2003, positioning the firm as one of the earliest digital marketing agencies built specifically for law firms. A Canadian-born marketer (the team page notes him as the 'resident Canadian' and 'fearless leader'), Berkowitz came into the agency world as an author and speaker on internet marketing fundamentals. He wrote a book on the subject and has kept a parallel career as a keynote speaker, with past engagements including the Specialized Information Publishers Association Annual Marketing Conference alongside figures like Bob Bly and Fredrick Marckini. He also hosts the firm's long-running Internet Marketing for Law Firms podcast.
The thesis guiding Ten Golden Rules is that attorney marketing is a distinct discipline, not a subset of local SMB marketing. Berkowitz's framing leans heavily on the idea that lead generation and SEO only pay off when they are wired to the firm's intake, rainmaking, and case-management operations, which is why the agency sells both digital media services and what it calls 'Growth Strategies,' covering intake consulting, hiring, and business tracking technology. That operator-plus-marketer posture is the firm's main differentiator against pure-play legal SEO shops.
The agency is headquartered in Boca Raton, Florida, with stated offices in Atlanta and Los Angeles. The public founder narrative on the site is relatively thin and is built mainly through podcast, speaking, and blog appearances rather than a formal bio page; most of the About content instead emphasizes client outcomes and the firm's 20-plus-year tenure in the legal vertical.
Editorial
Editor’s take
Ten Golden Rules has served law firms exclusively since 2003, making it one of the longest-running legal-vertical specialists in the U.S. Founder Jay Berkowitz is widely known in the category — award-winning speaker, author of three books on internet marketing for attorneys, and an active podcaster. Services span digital (SEO, PPC, LSAs, web design, video, content) plus operational consulting (intake, rainmaker training, AI tools, hiring support). Case studies include an Indiana PI firm at +693% leads and a New York firm at +466% leads. The positioning differentiator is framing marketing as part of the broader business-growth picture rather than a standalone deliverable.
What they do
Services
Search Engine Optimization (SEO)
Law-firm-specific SEO focused on practice-area landing pages, local pack visibility for 'near me' legal queries, and ongoing content production aimed at the long-tail informational searches injured people and business clients run before they call a firm.
Local Service Ads (LSAs) / Google Screened
Management of Google Screened and LSA campaigns for attorneys, including the badge-qualification process, spend allocation across practice areas, and dispute workflows for non-legitimate leads that plague pay-per-lead formats in the legal space.
Pay Per Click (PPC)
Paid search built around the unusually high CPCs in personal injury, mass tort, and other competitive legal verticals, with bid strategies that prioritize case-value-weighted intent rather than raw click volume.
Law Firm Web Design & Content Writing
Website builds and ongoing content written specifically for attorneys, including practice-area pages, attorney bios, and blog content shaped around both SEO intent and bar advertising compliance considerations.
Digital Hispanic Marketing
A distinct offering aimed at law firms marketing to U.S. Hispanic audiences, covering Spanish-language SEO, paid media, and creative — a meaningful niche inside personal injury and immigration practices.
Intake & Conversion Consulting
Operations consulting that sits alongside the media spend, auditing how the firm answers the phone, tracks leads, and converts signed cases, on the premise that most wasted legal marketing dollars die at intake rather than at the ad.
Proof of work