The 7 Hottest Strategies for Law Firm Growth
In this session, Jay Berkowitz, Founder & CEO of Ten Golden Rules, shared the key strategies law firms need to stay competitive in 2025.
The discussion started with Google’s Ai Overviews, which are shifting the landscape from traditional Search Engine Optimization (SEO) to Answer Engine Optimization (AEO). Firms that consistently answer client questions across YouTube, blogs, FAQs, Reddit, and Quora are the ones most likely to appear in Ai-driven results. As Jay explained, growth in today’s market isn’t about spending more—it’s about answering better.
Video is now non-negotiable. YouTube has become a critical platform for both authority and client acquisition. Long-form live events, SEO-driven Q&A clips, and short-form content each play a role in building visibility and keeping potential clients engaged.
Jay also highlighted the importance of conversion optimization. One case study showed that a website redesign with clear click-to-call functionality increased signed cases by 44%. Tools like TGR Boomerang and Ai call analysis can further improve intake performance.
Brand strength remains another key driver. Firms like Morgan & Morgan dominate Local Service Ads not only because of their budget, but because strong brand recognition drives clicks. Every law firm should define its brand identity and deliver it consistently across all channels.
Equally important is client experience. Tools such as Case Status and VIP referral programs help firms deliver five-star service, increase reviews, and generate referrals.
Finally, Jay emphasized the role of masterminds and structured operating systems (EOS) to create accountability, peer learning, and consistent execution.
If your firm is looking to adapt to Ai Overviews, leverage video, strengthen client experience, and build a brand that wins locally, this session offers a clear, actionable roadmap. These strategies are proven, practical, and designed specifically for law firms competing in today’s digital-first market.