We’re ICONA — your partner in law firm marketing.
For over 25 years, we’ve helped Canadian lawyers and boutique firms build visibility, credibility, and client trust online. As one of the country’s longest-standing web agencies, we design compliant, high-performing websites that don’t just look good — they convert. Experienced, approachable, and focused on results, we work alongside you to strengthen your practice in the AI age.
See some of the projects we're most proud of.
Our focus on every project is you. For us the project is not the finish line, your continued satisfaction is. So we’ll roll up our sleeves, jump in, and get you to where you want to be.
We’re integrative and iterative, picking just the right mix of talent from our group of senior marketing pros to connect with your firm. Our team know exactly what it takes to create a great site, and won’t rest until they’ve built it.
With over 25 years of experience, we’ve learned that the process matters as much as the final product. That’s why we treat our clients the way we treat our friends — with honesty, patience, and accountability. The work must be excellent, but the relationship behind it is what makes it last.
Our core philosophy is to design lasting value for our clients. Meet our team of senior level professionals who embody that ethos every single day.
We're nice people who do good work. Fill out our new business request to get started on how we can help your law firm. We have solutions for almost any budget.
As AI systems handle more early-stage legal questions, fewer visitors reach law-firm websites through traditional top-of-funnel searches. But the users who still arrive are more decisive, more informed, and more likely to convert. This article explains why traffic is no longer the signal firms should optimize for, how AI-first behaviour reshapes the research journey, and why demand visibility—not pageviews—has become the real performance metric.
As legal awards and rankings continue to circulate across law firm marketing, many have shifted from independent recognition to pay-to-play credibility signals. This article examines how modern award programs operate, why otherwise careful firms still participate, and where the real compliance and reputational risks lie. It also explains how to distinguish meaningful recognition from purchasable marketing badges, and why long-term trust for law firms depends less on trophies and logos than on transparency, context, and verifiable credibility.
As Google Reviews have become a primary trust signal for legal services, they have also become a pressure point for law firms—particularly when negative reviews come from non-clients or dissatisfied opposing parties. This article examines why law firms are uniquely vulnerable to misleading complaints, how Google distinguishes opinion from misrepresentation, and what actually influences review enforcement behind the scenes. It also explores the limits of review-removal services and why long-term reputation resilience depends less on takedowns than on consistency, credibility, and ethical review practices.
