Bernie Clark, Founder at Majux, brings more than 20 years of marketing and business development experience from inside the legal industry to this conversation about digital marketing for law firms. He explains why a useful legal SEO strategy has to account for both practice area and geography, from the different research needs of workers’ compensation and criminal defense to the role of local pages.
Bernie also shares how his team watches for content cannibalization, decides when pages should be combined, and revisits content that earns impressions but is not reaching the first page. The conversation moves beyond rankings to what happens after a prospect calls. Bernie describes reviewing calls, checking after-hours and Spanish-language coverage, and working with firms on intake scripts and call flows so leads do not disappear unnoticed.
He discusses the value of client knowledge and local data when expanding into new areas, and why a polished website or standard call prompt may not fit every audience. Bernie then looks at AI search visibility: citations and reputational signals overlap with local search, though reliable measurement is still developing.
For law firm marketers, agency teams, and SEO practitioners, this episode connects search strategy with the real questions prospects ask and the intake experience that follows.
Takeaways:
- Set realistic expectations and tell law firm clients what the data shows.
- Build both research content and geographic practice pages into the SEO plan.
- Choose content priorities based on practice area and local demand.
- Audit rankings when pages targeting similar searches begin to trade places.
- Merge and redirect a dropped page when another internal URL takes its rankings.
- Review calls and intake outcomes to find leads the firm is missing.
- Check after-hours and multilingual call handling, not just form submissions.
- Use client knowledge and local data to guide geographic expansion.
- Refresh pages with impressions but weak rankings, and clean up unhelpful content.
- Track AI citations and carry proven lead-quality insights into AI visibility work.