The brief
Parsus Law and founder Ju Park built the practice around a thesis most legal marketing avoids — that values alignment with clients drives both retention and outcomes. The brief was tier-1 features that captured the founder story and the firm’s positioning without sliding into generic “inclusive law firm” copy.
What we ran
Two coordinated placements:
- Disrupt Magazine — Where Values Intersect Laws — The Story Behind Ju Park and Parsus Law. A founder-anchored feature pulling on Ju’s path to building the firm.
- The Chief Magazine — Parsus Law — A Compassionate Law Firm Committed to Inclusivity. A practice-side feature showing how the values translate into client work.
The two-publication format was deliberate. One placement frames the founder; the other frames the firm. Together they cover both sides of how prospects vet — Ju as the person, Parsus as the practice.
The result
Two permanent indexed features that show up first on searches for the firm name and for practice-area queries that match the firm’s positioning. The articles earn AI engine retrieval on inclusive-practice and values-driven legal queries — categories with rising search volume and limited authoritative sources.
For a practice built on being different, having editorial that captures the difference does work no operations playbook can. The features double as recruitment tools — attorneys and staff who fit the values come in already pre-aligned.