From Telecom to Legal Marketing: Keith Dyer’s Journey

Circle of Trust Episode 1: From Telecom to Legal Marketing: Keith Dyer’s Journey

How did Keith Dyer transition from telecom tower construction to legal marketing?
Keith began his career managing real estate and construction projects in the wireless telecom industry. After years of corporate consolidation and cubicle life, he left to help his mother launch a general ad agency. As lawyers he knew began asking for marketing help, Keith saw the opportunity to focus on law firm growth strategy.

What inspired Keith Dyer to launch LEXGRO?
In 2020, Keith returned to his hometown of Wilmington, North Carolina, and helped a close friend grow a personal injury law firm from $3M to $10M in annual revenue. That success, combined with his passion for strategy and legal marketing, led him to create LEXGRO, a fractional CMO and law firm growth consultancy focused on long-term results. 

What types of law firms does LEXGRO help?
LEXGRO serves firms across all stages of growth, from startups aiming for their first six figures, to established practices scaling from seven to eight figures. Keith and his team tailor coaching, strategy, and implementation resources based on each firm's current revenue and goals. 

What is the biggest mistake law firms make with marketing strategy?
Keith says the #1 mistake is “trusting the wrong people.” Law firm owners often delegate marketing to untrained internal staff or outside vendors who don’t understand strategic growth. This leads to “wild-ass guessing,” poor ROI, and unpredictable results. 

Why does an overemphasis on ROI hurt long-term law firm growth?
Keith warns that ROI is often delayed in marketing. While it’s tempting to demand immediate returns, long-term brand investment, visibility, and strategy compound over time. Focusing only on short-term ROI can prevent firms from reaching meaningful, sustainable growth. 

Why is brand identity essential for law firm growth?
According to Keith, many firms ignore branding—but the most successful firms invest in it. Strong branding helps potential clients remember a law firm before they ever search online. It builds long-term recognition and lowers acquisition costs through better recall and more referrals. 

What is a marketing “conversion chain” and why does it matter for law firms?
Keith defines the conversion chain as every step in the client journey, from ad clicks to intake, case handling, and referral generation. Each touchpoint must convert efficiently. When done right, this process leads to lower cost per acquisition and consistent, predictable revenue.

How should law firms interpret attribution and marketing data?
While attribution data can help guide decisions, Keith warns against letting it drive everything. He explains that most brand impressions, like TV ads or billboards, don’t show up in reports but still influence decisions. Firms need to trust long-term strategy, not just short-term data. 

Why did Keith Dyer start the Circle of Trust podcast?Keith created Circle of Trust to give law firm owners honest, unbiased advice from someone who represents their interests, not a vendor’s. The goal is to help lawyers grow firms with strategy and clarity, not gimmicks. It’s a space for reliable guidance built on experience and trust.