Back in August, I presented Part I of my written interview with a law firm marketing professional, Jonathan Blotner. In the interim, Jonathan has been hard at work finalizing his latest website launch for a leading IP boutique. Now that the site is live, it is a good time for readers to review his answer to the first of my three questions in the August column. There, he focused on challenges IP law firms and attorneys may face from a marketing perspective. What follows are Jonathan’s answers to my remaining two questions. As usual, I have added some brief commentary to his answers below, but have otherwise presented his answers as he provided them.
GK: How did you end up working on a new website for a leading patent boutique firm?
JB: Patent attorneys and IP firms operate in an increasingly competitive landscape where clients — often sophisticated, tech-savvy companies — expect a polished, modern digital presence. A website is no longer just an online brochure; it’s often a firm’s first impression and a key differentiator. Refreshing a site isn’t about chasing trends — it’s about aligning the firm’s digital identity with its market position, practice strengths, and client expectations. In a field where expertise is everything, a stale or outdated website can unintentionally signal the opposite. Firms should be thinking more strategically about how their online presence supports business development, communicates thought leadership, and reflects their command of cutting-edge legal and technological issues. Our client, Radulescu LLP, saw the need to refresh their website.
Based on my experience building and designing legal and law firm websites, our firm came highly recommended for the project. Over the years, we’ve developed a reputation for understanding the unique communication challenges within the legal space — particularly how to translate complex areas of practice, like patent litigation, into clear, compelling digital experiences. When this leading patent boutique was looking to modernize their web presence and better reflect their deep expertise, we were brought in to help bridge that gap. We are pleased that the site we built is now live at Radip.com.
GK: When it comes to marketing, firms of all sizes can get complacent over time. As a result, the cutting-edge website built for your firm in 2018 can look completely outdated in 2025. Likewise, concentrating your marketing spend on conference attendance, for example, may not be enough in today’s video-driven marketing environment. As with most things, having a diversified and considered approach to marketing is the best way to spotlight your practice’s unique market offerings. A law firm marketing professional like Jonathan can lend an important voice to discussion of these issues, even for something as straightforward, but important, as a website refresh.
GK: How should law firms be thinking about advertising their use of AI tools on behalf of their clients?
JB: Law firms should approach the advertising of AI use with both strategic clarity and ethical transparency. Clients are increasingly interested in how AI can improve efficiency, reduce costs, and enhance legal outcomes — but they’re also cautious about overhyped claims or the implication that human judgment is being sidelined. Instead of using AI as a buzzword, firms should highlight the specific, practical ways these tools enhance service — for example, by accelerating prior art searches, streamlining patent portfolio analysis, or improving litigation risk assessment. Importantly, firms should be prepared to explain how AI fits within the broader legal strategy, always underscoring that experienced attorneys remain central to all decision-making. Transparency around the limits of AI tools — and how they’re supervised — builds trust and credibility.
GK: Jonathan’s answer correctly spotlights the challenges and opportunities afforded by a transformational technological leap like AI. Clients want to know that their lawyers are facile with any and all technological tools that can benefit work done on the clients behalf, and AI is no exception. At the same time, no one wants their lawyer taking technology-enabled shortcuts, much less ending up the latest lawyer or firm spotlighted on ATL for filing a brief full of hallucinated cases and stilted writing in the place of real legal reasoning and advocacy. In that vein, IP firms can and should spotlight how they are using AI to benefit their clients, but not in a way that oversells or feeds into skeptical distrust on the client’s end. One of the benefits of working with a marketing professional like Jonathan would be to leverage their familiarity with how AI is being marketed by law firms across the legal world, along with insights into how to translate that knowledge into IP-specific marketing practices that properly spotlight AI’s burgeoning role in IP practice.
My thanks to Jonathan for the insights and cooperation, and I wish him continued success with all aspects of his marketing practice. Hopefully this interview encourages this readership to consider their current marketing efforts, so as to ensure that precious dollars are being spent in the service of effectively highlighting the strengths of their practices. We are in a competitive business where successes are hard earned — the least we can do is spotlight what we are capable of achieving on behalf of clients — ideally with the help of professionals like Jonathan. I am always open to conducting interviews of this type with other IP thought leaders, so feel free to reach out if you have a compelling perspective to offer.
Please feel free to send comments or questions to me at [email protected] or via Twitter: @gkroub. Any topic suggestions or thoughts are most welcome.
Gaston Kroub lives in Brooklyn and is a founding partner of Kroub, Silbersher & Kolmykov PLLC, an intellectual property litigation boutique, and Markman Advisors LLC, a leading consultancy on patent issues for the investment community. Gaston’s practice focuses on intellectual property litigation and related counseling, with a strong focus on patent matters. You can reach him at [email protected] or follow him on Twitter: @gkroub.