In this episode of E-Coffee with Experts, our host Austin Willman speaks with Jordan Terry, Director at TruLaw & TruLaw Marketing, about what’s actually working for law firms in an AI-driven search world. As Google AI Overviews change how people find information, Jordan shares a practical breakdown of how legal marketing is evolving and where firms should focus to stay competitive.
They discuss why SEO isn’t dead, but why poor funnels, slow intake, and weak conversion systems are costing law firms qualified cases. The conversation covers speed-to-lead, client attrition, content strategy for AI and humans, and why impressions and off-site authority now matter more than ever. Jordan also explains how digital PR, Reddit, YouTube, and short-form video are influencing modern search, and how to balance SEO with paid ads for better ROI.
Whether you’re a law firm owner, marketing leader, or SEO strategist, this episode offers clear, actionable insights to reduce attrition, improve conversions, and build long-term search authority.
Takeaways:
- Client acquisition and retention are critical focuses for law firms.
- Under-optimization of marketing channels is a common issue.
- Speed to lead is essential for reducing client attrition.
- Conversion rate optimization is key to successful marketing.
- AI is changing how legal information is accessed but won't replace the need for attorneys.
- Content should focus on answering potential clients' questions.
- Building authority through digital PR is vital for law firms.
- Social media platforms like YouTube and Reddit are important for visibility.
- Balancing organic and paid strategies is crucial for ROI.
- Innovative PR campaigns can enhance community engagement and brand awareness.