Andrea Arteaga on Why Humanity Is the Most Underrated Legal Marketing Strategy

With nearly 15 years of experience in legal marketing and business development, Andrea Arteaga brings a rare blend of strategic insight, cultural fluency and deep authenticity to her role as Director of Marketing + Client Growth at Legal Internet Solutions Incorporated, also known as LISI. Her career has spanned leadership roles at both boutique litigation firms and global legal networks, giving her a panoramic view of the legal industry – and a sharp understanding of what makes firms and attorneys stand out in a crowded market.

“I think it’s in a lot of attorneys’ nature to play it safe when it comes to marketing,” says Arteaga, a member of the Lawdragon 100 Global Leaders in Legal Strategy & Consulting. “Every industry, every business is going to benefit from having creatives on board – and I love being that creative in this world.”

Arteaga has helped firms around the world define their brands, craft compelling messaging and build award-winning marketing programs and websites. But what truly sets her apart isn’t just the results, it’s her philosophy. Arteaga believes that good marketing starts with real human connection and that leaning into a firm’s individuality – its voice, its values, its people – is far more powerful than chasing accolades or checking boxes.

Whether she’s working with an Am Law 100 firm or a small plaintiff boutique, her approach is always rooted in listening closely, asking the right questions and tailoring solutions to help lawyers show up as their full, authentic selves.

“People want to work with someone they like and connect with on a personal level,” says Arteaga. “I love helping attorneys show up in a way that truly reflects who they are – not just what they’ve accomplished.”

A proud first-generation Cuban American from Miami, Arteaga credits her background with shaping her perspective and her passion. As she puts it, “Latinos add a little color to everything” – a quality that shines through in her work, her leadership and her ability to connect with clients across the legal spectrum.

At LISI, a boutique agency known for its high-touch service and creative firepower, Arteaga is helping to lead the next phase of growth – building smart, scalable solutions for firms of all sizes, while never losing sight of the people behind the practice. Whether she’s mapping a firm’s next big marketing move, training for an endurance event or cheering on the Miami Heat, Andrea shows up with purpose, energy and an unwavering commitment to excellence.

Lawdragon: Tell us about your career trajectory. What brought you to legal marketing?

Andrea Arteaga: I wasn't someone who always knew what I wanted to be when I grew up and you could say I kind of landed in this space by accident. While I was in undergrad, I worked for a nonprofit organization called Friends of the Everglades, and the president of that organization at the time had a boutique firm here in South Florida called Reiner and Reiner. I was about to graduate, not knowing what I was going to do, and he offered me a position at his firm.

I came on board in a paralegal-type role. At that point, really everything I knew about law firms and the legal industry was based off TV and movies and listening to people make comments and jokes about how cutthroat attorneys are – all the stereotypical stuff. But there I was in this family-run law firm with two of the greatest people ever: David Reiner and Clay Reiner. They’d take our team to monster truck shows. We went to see Aerosmith together. They were so fun and so special. And I remember thinking, this is the opposite of what I thought attorneys were like. I became fascinated with that reality, and I knew I wanted to stay in the legal industry, I just didn't know in what capacity.

They completely broke the stereotype of what I thought this profession was like, and that inspired me to help lawyers show up differently – with more creativity and connection.

From there I moved on to work on the attorney development team for an alternative legal service provider in Chicago, and that's where I learned that a career in law firm marketing and business development was an option for me, and it just grew from there. I went on to a large regional firm in Florida, and after that opportunity, I joined TerraLex, an international legal network, where I led marketing for them for about seven years.

It was an incredible experience that deepened my understanding of what makes global networks so powerful. I met attorneys and firm leaders in more than a hundred countries, forging authentic connections that strengthened collaboration and trust across member firms. They completely broke the stereotype of what I thought this profession was like, and that inspired me to help lawyers show up differently – with more creativity and connection than what I had seen coming up in the industry.

LD: Did you go from TerraLex right to Grossman Roth?

AA: Yes. I was their first in-house marketing and business development professional, and it was an incredible opportunity to build the function from the ground up. I have a lot of respect for the team at Grossman Roth and still stay in touch with many of them.

After my time there, I stepped into an agency-side role at RebuttalPR, where I collaborated on PR strategy for plaintiff-side firms across the country. It gave me a different vantage point on the industry – I was able to work with firms of all sizes and see what separates those with momentum from those that feel stuck. That perspective naturally led me to LISI, where I now help firms strengthen their digital presence and marketing efforts in a more holistic way.

LD: And the new position at LISI – what does it entail?

AA: I joined LISI to help law firms grow. Most of the firms we work with are excellent at what they do — they’ve built strong reputations and get great results – but they’re frustrated because their marketing doesn’t reflect that. Their websites feel dated, their content falls flat, and they’re not sure where to start. My role is to help figure out what’s holding them back and connect them with our team to bring the right strategy, design and messaging to life.

What I love about this job is that it blends both sides of my career, the business development mindset and the creative side. After nearly 15 years in legal marketing, it’s exciting to help multiple firms at once reimagine how they show up online and communicate who they are in a way that lands.

The team here is incredible. We’re all really aligned on what it means to help attorneys stand out, it’s not just about SEO or checking marketing boxes. It’s about perception and storytelling. How your firm is seen online sets the tone for how people experience your brand. With a 27-year history and a team made up of former law firm CMOs, attorneys, and writers, LISI truly understands the industry from the inside out. And every project we take on is custom – never cookie-cutter – because no two firms are the same.

LD: Do you mostly work with one type of firm – plaintiff, Big Law, boutiques?

AA: We work with a wide range of firms – from plaintiff powerhouses to midsize and large corporate firms. Each has different goals, but the challenges are often the same: they know their work is excellent, but their marketing doesn’t quite communicate that. We also love working with smaller boutique firms that want to look as sophisticated as the results they deliver. Regardless of size or specialty, it’s about helping each firm show up online in a way that reflects who they really are.

What I love about working with lawyers is how dynamic they are. You can meet two attorneys in the same firm who couldn’t be more different – one is meticulous and analytical, the other is laid back and creative – and both are brilliant in their own way.

LD: What’s your philosophy when it comes to positioning and marketing attorneys?

AA: That’s an interesting question. I think it’s great to be well-rounded, but in such a crowded legal marketplace, standing out means being specific. Attorneys need to lean into what truly differentiates them, their niche, their expertise and the perspective that only they can bring. That’s something our whole team at LISI focuses on.

But equally important – and often overlooked – is what makes them human. I’m really passionate about that. Before people connect with your achievements, they connect with you. Whether it’s a plaintiffs’ firm or a corporate practice, people want to work with professionals they trust and relate to. Awards and accolades matter, but authenticity is what makes someone memorable. So I’m always asking: when someone lands on your website, can they get a sense of who you are – not just what you do?

LD: That's so smart and so true. LISI is a boutique firm of ten people, correct?

AA: That’s right.

LD: Are you happy with the size or are you looking to grow?

AA: We’re in a really exciting growth phase. The goal isn’t just to get bigger for the sake of it – it’s to keep expanding our impact. Every year, we look for smarter ways to help more firms elevate their digital presence.

We have some innovative new offerings on the horizon that are designed to meet firms where they are – whether that’s a national powerhouse or a growing boutique. LISI has always been known for high-quality, custom work, and we’re building on that legacy in a way that makes great design and strategy even more accessible to the industry.

LD: What do you love about working with lawyers?

AA: What I love about working with lawyers is how dynamic they are. You can meet two attorneys in the same firm who couldn’t be more different – one is meticulous and analytical, the other is laid back and creative – and both are brilliant in their own way. That range of personalities keeps this work endlessly interesting.

Before my career in legal marketing, I spent time performing in an improv comedy troupe, and I think that experience really shaped how I work with attorneys today. Improv teaches you to observe closely, listen deeply and meet people where they are. All these skills translate directly into helping professionals express who they are in a genuine way. My favorite part of this job is helping attorneys feel comfortable enough to show the human side of what they do. When that comes through – in a bio, on a website or in person – it changes everything about how they’re perceived.

LD: I love that. Do you have any other creative pursuits these days?

AA: These days, I channel my creativity in smaller, everyday ways. I’ve been spending a lot of time outdoors and decorating my new home, which has been such a fun and grounding process. It’s not painting or performing, but it’s still that same sense of play. Finding beauty in little details and creating spaces that feel like me.