In this episode, Steve Fretzin and Julia Hensel discuss:

• The critical role of SEO in driving law firm growth
• Adapting to Google’s shifting algorithms for visibility
• Mobile optimization as a key factor for conversions
• Leveraging local search strategies for competitive legal markets

Key Takeaways:

• Law firms with strong reputations and histories are ideal candidates for SEO, but smaller-budget firms in large geographies should explore alternative marketing strategies.
• Google's recent algorithm updates focus on "helpful content" written for people rather than content optimized purely for search, impacting firms using mass-generated or AI-driven content strategies.
• Many legal websites fail to optimize for mobile, with critical features like inquiry forms often buried at the bottom of pages, significantly reducing conversions.
• Local Service Ads (LSAs) operate on a pay-per-lead model and require proper tracking and optimization to ensure ROI, particularly in competitive markets.

"Google looks for expertise, experience, authoritativeness, and trust. If you are a firm with strong results, with many different cases you can speak to on your site, you’re able to prove a lot of those elements, and SEO will be a really strong fit for you." — Julia Hensel

Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name!

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/

Episode References:

Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath: https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/1400064287

About Julia Hensel: Julia Hensel is the CEO of Lexigate, an SEO agency that services law firms. In her role at Lexigate, Julia oversees the agency’s work across website development, content creation, on-page optimization, link building, local strategies, and more. Lexigate focuses on driving measurable growth in signed cases and guarantees an increase in the first year of working together—or will work for free until targeted results are achieved.

Connect with Julia Hensel:

Website: https://lexigate.com/

Email: julia.hensel@lexigate.com

LinkedIn: https://www.linkedin.com/in/juliawittrockhensel/ & https://linkedin.com/company/lexigate

Facebook: https://www.facebook.com/lexigateagency

Instagram: https://www.instagram.com/lexigate_com/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.