For most prospective clients, business development starts before anyone picks up the phone. It starts on the firm’s website. Jason Lisi has watched that shift from the beginning. He’s a former tax lawyer who found his spark in the early days of the internet, and in the late 1990s he founded Legal Internet Solutions Inc. to translate between the people who build websites and the lawyers who need them. Today, a law firm’s website has to earn trust, position its lawyers as thought leaders, and even cross-sell, showing a visitor who came for one practice that the firm can handle their expanded needs too. That’s why content that reads as keyword-stuffed or AI-generated is a business development risk, not just a style problem. Jason makes the case for handing website development to people who know legal ethics and legal audiences, so lawyers can spend their time on clients and BD professionals can spend their time with the lawyers. Jason describes his work as helping lawyers turn their ideas for growing the business into action.