BE THAT LAWYER Eric Ritter: Future-Proofing Law Firm Marketing with AI and Smart Digital Strategies
In this episode, Steve Fretzin and Eric Ritter discuss:
- Shifts in digital marketing strategies for law firms
- The growing role of AI and answer engine optimization in client acquisition
- Common mistakes lawyers make in online marketing
- Practical tools for improving websites, reviews, and advertising effectiveness
Key Takeaways:
- Law firms should invest early in Answer Engine Optimization (AEO) by writing FAQ-style content and using schema markup to rank in AI-driven search results.
- Building topic clusters around specific practice areas (e.g., motorcycle accidents instead of broad personal injury) increases authority and visibility while avoiding wasted traffic.
- The most effective time to request reviews is immediately after a successful case or client outcome, making it a standard part of the closing process.
- Local Service Ads and remarketing are cost-effective ways for law firms to attract qualified leads, with remarketing offering quick wins by re-engaging prior website visitors.
"SEO gets you seen, but that answer engine optimization gets you quoted." — Eric Ritter
Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.
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Thank you to our Sponsor!
Legalverse Media: https://legalversemedia.com/
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Episode References:
Who Moved My Cheese by Spencer Johnson: https://www.amazon.com/Who-Moved-My-Cheese-Amazing/dp/0399144463
About Eric Ritter: Eric Ritter is the CEO of Digital Neighbor and a trusted partner in building smarter, stronger marketing strategies for law firms. Known as “The SEO Sommelier,” he specializes in simplifying SEO, AI-powered client acquisition, and digital transformation for attorneys, helping firms not only achieve top rankings but also build sustainable, scalable marketing systems that deliver results.
He founded Digital Neighbor to fill a critical gap in the market by offering transparent, data-driven SEO solutions tailored specifically for the legal industry. From enhancing Google visibility to optimizing for ChatGPT search rankings, Eric ensures that law firms remain competitive, compliant, and top-of-mind.
He is also the host of The Search Bar Podcast and the founder of Sip & Search, a unique networking experience that blends professional growth with wine tasting for attorneys.
Connect with Eric Ritter:
Website: https://digitalneighbor.com/ & https://helloericritter.com/
Show: The Search Bar: https://podcasts.apple.com/us/podcast/the-search-bar-law-firm-growth-wine-optional/id1696121990
LinkedIn: https://www.linkedin.com/in/helloericritter/
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
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