Wes Lungwitz: The New Rules of Law Firm Marketing

In this episode, Steve Fretzin and Wes Lungwitz discuss:

• Adapting to change in legal marketing
• Strengthening the website as the foundation
• Optimizing for AI-driven discovery
• Evaluating partners and acting proactively

Key Takeaways:

• Law firm growth now depends on adapting to AI, new search behavior, and shifting marketing dynamics. Firms that remain static risk losing visibility as discovery moves beyond traditional SEO.
• A law firm website must be fast, technically clean, accessible, and well-structured. Personalized practice-area content and visible social proof reinforce trust and conversion.
• Search is shifting toward AI assistants and answer engines that reward clarity and structure. Conversational content, deep practice pages, and schema markup increase AI visibility.
• Agencies must actively address AI visibility, schema strategy, and changing discovery behavior. Google Business Profiles remain essential for legitimacy and intent capture.

"You have to adapt in life and change and keep up with the times, and it's just so important in our industry and just life in general." —  Wes Lungwitz

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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About Wes Lungwitz: Wes Lungwitz is the co-founder and managing partner of Civille, a digital marketing and technology company focused exclusively on helping law firms grow. With a background in highly competitive, data-driven digital marketing, he brings modern website, SEO, and analytics strategies to an industry that has traditionally lagged behind other verticals. Wes regularly speaks and writes on the future of legal marketing, including AI-driven search and evolving discovery behavior.

Connect with Wes Lungwitz:  

Website: https://getciville.com/  

LinkedIn: https://www.linkedin.com/in/wes-lungwitz-1b532432/

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.