Behind the GAVL: Projects We’re Passionate About

Passion fuels everything we do at GAVL. We’re passionate about helping clients meet their marketing goals and we’re passionate about telling and shaping stories that resonate with the law firms those stories are about.

When we take on a new client, our team works together to immediately discover how we can best help that new client get to where they need to be. These discoveries naturally take the form of multitudes of projects. Some projects revolve around website design, others around traveling to the client to create storytelling-based videos or create in-depth content creation plans. Then, of course, we also have ongoing projects that our team members tackle on an everyday basis– everything from making improvements to client SEO and AI search optimization to improving the way we code and regularly meeting up with law firms at conventions.

Needless to say, our team members tackle a lot of projects, and those projects can vary considerably from day to day. With those variances in mind, we wanted to task our team members what their favorite GAVL projects are, and why.

Here’s what they had to say:

Ryan Raplee
Co-Founder & CEO

“My favorite project to work on is constantly changing. However, I am currently working on what I think is the most exciting project I’ve ever worked on.

I’ve been a developer since a young age and I am blown away by the “vibe coding” phenomena. I have had a project in the back of my mind for nearly a decade. It’s a project that would take a year or more for a small team of developers to pull off without the assistance of AI. Using tools like Base44, GPT-5, Claude, and Gemini, I have “vibe coded” a MVP of my application in a fraction of the time. It’s incredible. ”

Catherine Rodman
Sales Development Representative

“I enjoy managing and participating in GAVL video shoots. They offer a valuable opportunity to connect directly with our wonderful clients and gain deeper insight into the purpose and impact of their work. It’s fulfilling for me to know that GAVL is directly supporting the important work these attorneys are doing in their communities.”

Lucas Hardgrave
Lead Content Writer

“I love the creative side of starting a new project for a client, whether that project is a fresh website or a new practice area they’d like to expand into and see content developed for. I also like being able to hone in on what makes a client unique and develop a content plan around those unique qualities.

As a natural multitasker (sometimes to my own detriment!), I particularly enjoy “wearing many hats” so to speak, and love the days when I’m able to help out a client or two, help QC a new site launch, get our amazing, in-house writing team started on a new project, and maybe even get to do a little writing of my own. What can I say? Hats are fun.”

Justin Lutz
Social Media Manager

“My favorite type of project to work on is building social media strategies for law firms and lawyers. I love taking a firm’s unique practice areas, personality, and client base and turning that into a clear, consistent online presence—whether it’s through LinkedIn thought leadership, Instagram storytelling, or targeted ad campaigns.

What makes these projects exciting is the balance between creativity and compliance. Legal content has to stay professional and accurate, but it also needs to be engaging and approachable. I enjoy figuring out how to showcase a lawyer’s expertise while still connecting with people on a more personal level.

It’s incredibly rewarding to watch a firm go from sporadic posting to having a strategy that builds trust, educates the public, and actually drives business growth. Helping attorneys share their knowledge in a way that feels authentic and impactful is what keeps me motivated.”

Caitlin Lane
SEO Manager

“My favorite types of projects to work on tend to be long-term projects that focus on improving overall site health, rankings, and visibility. Anything that I get to really dig into the details of to find cool or creative solutions is always fun.”

Luke Potadle
Senior WordPress Developer

“My favorite type of work is a brand new project that I get to design and build from the bottom up. It is even better when the client is open minded about the design and layout so I can be more creative.”

Perry Perkins
Content Writer

“I most enjoy writing new practice area pages, as it gives me a larger “canvas” to work with. I enjoy current events pieces as well.”

Theresa Carlson
Content Writer

“I really enjoy projects that involve working with new clients from different parts of the country, because it allows me to learn about new areas of law and the different challenges each region faces. I like figuring out how to apply what I’ve learned to help clients succeed.”

Rick Bitzelberger
Content Writer

“I enjoy writing the “ripped from today’s headlines” stories. These are the special blogs clients request that relate to a breaking news story that pertains to their practice. It’s always a challenge to research various news sources to come up with the complete story and to make it informative and engaging.”

Oscar Hernandez
Video Editor

“I really enjoy projects where I can work closely with the team to shape how the lawyers are presented, bringing out their best perspective on screen in a creative way. I value the collaborative process of turning raw footage into a polished story, and I take pride in being the last line of defense before the final product reaches the public. It’s exciting to know that my editing not only helps protect the firm’s image but also strengthens the way audiences connect with the lawyers we feature.”

Sebastian
Mischief Manager

*sits and stares at Dad until lunchtime just like Eddie in Frasier* (loosely translates to: “Dis new project now!”)