Marketer and operator. That’s the job.
Elliot Singer and I met at Cornell. He went to law school. I went into real estate, first as a broker and then investing on my own account, which is a lot of years spent negotiating across the table from people who negotiate for a living.
In 2022 we started Conduit Law and split the work down the middle. Elliot takes the cases. I build the business that carries them. That means I built the operation: the website, the leads, the intake, the deadlines, the technology, the money, and the part clients actually feel, which is who calls them back and how fast their file moves.
Marketing, for an owner-operator, is not a campaign. It’s an operating job. The site has to get found on Google and ChatGPT. Somebody has to book. Somebody has to answer fast, because a lead nobody answers is just a bill you already paid.
Operations is the other half. A service business is a thousand moving parts, and when they finally work together the owner gets to run the business they meant to build instead of chasing it. I built Conduit’s onboarding so a new client goes down one path instead of a checklist that ate an afternoon, and I still run it every day.
I love small business. The line at the counter, the owner who knows everyone’s name, the staff doing the work they’re actually good at instead of retyping the same information into a fourth tool. That’s what Vertana is for.
Read our small business SEO statistics: how customers find local businesses on Google and in AI answers, from primary sources.
