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ArcheSignal

Somebody in your city is going to be hurt tomorrow by a company that should have known better. A cement truck that ran a light. A dog the owner had been warned about. A crane that was supposed to be inspected. The family will hear about a lawyer from a friend, or they will search for one. If they search, they will find whoever wrote about the crash first.

For twenty-five years that has been the part of law firm marketing I couldn’t do anything about. You can build the best site in the market and still be a week behind the story, because nobody at the firm reads six hundred local news items a day, and nobody should.

ArcheSignal reads them. Then it hands your attorney the four or five that matter, with the facts checked, and gets out of the way.

What it does

It watches local news, wire feeds and public sources in your state and any state you’re licensed in. Every story gets read the way an experienced intake attorney would read it: who was hurt, how badly, whether there is a company, an agency or a policy behind the event, and whether an outlet has actually reported fault or is only implying it. Stories with nobody to collect from are dropped. Stories about a memorial, a lawsuit already filed, a suspect still at large, a soldier hurt on duty, a shooting: dropped. What is left is a short brief.

The brief tells the attorney what has been confirmed, what has not, and why the case is in front of them. Every fact is tied to the outlet that reported it. If the report said impairment was suspected, the brief says suspected. It does not fill gaps.

Sends go out on the firm’s own schedule, six times a day, capped at what one person can actually look at. Nothing interrupts a deposition.

What the attorney does

Reads the brief. If it’s a case worth pursuing, they accept it, and two things happen. They get talking points for a short video, with a clear list of what has not been reported and what not to say on camera. And a draft post is written from the same verified facts and sent to whoever manages the firm’s website, with the title, the description and the source links already done. The attorney reviews it before it goes anywhere. Their own comments, if they add any, become the analysis section of the post, under their name.

The point of the video and the post is not volume. It is being the firm whose page a family finds the day they start looking, with an attorney who plainly knows the facts of their crash.

What it will not do

It won’t send a case because a headline sounds bad. It won’t invent details to make a post longer. It won’t publish anything nobody at the firm has read. And it won’t send an attorney a case from a state where they can’t practice.

How a firm sets it up

Each firm chooses its own bars. Your home market at one setting. Each state you hold a licence in at its own. The rest of the country at a number you control, from “only a mass casualty with a named defendant” down to “any death with a company behind it.” Attorneys pick which kinds of cases they take, from fifteen groups, and cases route only to the people who take them.

Most of that gets set once. After that the firm’s involvement is an attorney reading a few briefs a week and saying yes to one of them.

Why one firm per market

We take one firm per practice area per city. That is not a marketing choice. The whole product is being the firm a family finds first, and two firms in the same city cannot both be first. When a market is taken, it’s taken.

Where to start

If you want to see what it would have sent your firm last week, that is the conversation to have. Write to me directly. I read every one.

Ryan, Arche Solutions

Check out Archesignal.AI

Your Firm’s Ad Spend Should Be Paying You Back

I’ve spent twenty-five years buying clicks for law firms. In that time I’ve watched a single click on “car accident lawyer” go from a few dollars to several hundred, and I’ve sat across from managing partners approving five and six figure invoices to Google every month without blinking. That’s just the business. The cases pay for it.

What still surprises me is this: those same partners will grill me over a twelve dollar change in cost per click, then pay the actual invoice by ACH. Or a debit card. Or a business card somebody opened in 2011 that earns one point per dollar on a program nobody has ever redeemed. Bank transfers earn exactly nothing. The old card earns close to it.

Do the math on a mid-sized firm. Say you’re spending $40,000 a month across Google, LSAs, and social. That’s $480,000 a year moving through your accounts no matter what happens. There are business cards right now paying 3x and 4x points on advertising spend, and those points transfer to airlines where they’re often worth two cents or more apiece when you use them for business class seats. The gap between “whatever card was in the drawer” and a properly built setup, on a budget like that, can easily land between fifteen and twenty-five thousand dollars a year in travel. Not hypothetical travel. Business class to Europe with your spouse, every year, funded by clicks you were buying anyway.

So why doesn’t every firm do this? Because it’s genuinely annoying. The card landscape changes constantly. Signup bonuses have minimum spend windows you have to time. Issuers have application rules with names like 5/24 that punish you for applying in the wrong order. Category bonuses have caps. Points expire, partners devalue, and keeping up with all of it is a hobby. You already have a job.

I know because I fell down this hole myself. Between the agency and a couple of other companies I own, I move a lot of money across cards every month, and a while back I realized I had no idea whether I was doing it well. Turns out I wasn’t. When I finally built a system to check, my supplements company alone, which spends about $15,000 a month on advertising, was leaving roughly $8,600 a year uncollected. One company. One spending category.

That system became Perko.

Here’s how it works. You tell it what you actually spend, either by uploading statements or just entering monthly amounts, along with the cards you already hold and the trips you actually want to take. Not “maximize points” in the abstract. Real goals, like the Caribbean in February or Italy next fall. It comes back with a report: which cards you should hold, which expense belongs on which card, what order to apply in and when, and what your points are realistically worth toward the trips you named. It’s all built from current card terms, not somebody’s blog post from 2019.

The report is free. Run it, and the worst case is you find out your setup is already right and you never have to think about this again. More likely, you find a number that annoys you.

One thing this page is not: a pivot. Arche still does one thing, which is SEO for law firms, and that isn’t changing. But after two and a half decades of watching where firms’ marketing dollars actually go, this particular pile of money got too obvious to keep walking past. You’re spending it either way. The clicks cost the same either way. You might as well fly somewhere on them.

It’s at perko.ai. The intake takes about ten minutes, and the report generates while you wait.

Check out Perko.AI