Developing powerful SEO for your law firm doesn’t mean catering to the robots at the cost of the human being. Attorneys can differentiate their practices, help people, and gain backlinks. Chris Dreyer explains SEO, new options for attorneys, and offers case examples of brand and law firm marketing that offer personality robots could never mimic.

Quick answers to hot questions:

  • What is SEO? (09:35)
  • On-site SEO & Off-site SEO (11:46)
  • What’s working right now for law firm marketing (19:32)
  • The 3 funnels of content explained (24:22)
  • Time frame till SEO shows results (27:26)
  • What Chris Dreyer sees for the future of legal marketing (40:25)

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“We were looking at different strategies to bring exposure to a firm, but also to acquire backlinks… We wanted to kind of be a win-win all-around approach and one of the things that we did was we would offer a scholarship to either a local community or nationwide….[Financial aid pages] would link back to the listing, not because they thought they were doing SEO but because it was good for the consumer.”

“You first have to be able to at least know the basics and the foundation in order to evaluate if the SEO specialist you're working with is even doing a good job. And you need to be able to speak the same type of language and understand those KPIs and goals that everyone's striving for because SEO is not immediate like Google ads.”

“It is the most challenging circumstance when [law firms] don't have something that's different. It makes it really hard for any type of marketing to have the extreme effectiveness that it could have.”

"If you're really focusing on quality and helping the consumer and not just creating fluff pieces of content, [but] where it's excellent resourceful content; that can really go a long way in the Evergreen approach." 

Chris Dreyer


Chris Dreyer is the President and Founder of, an agency that specializes in personal injury lawyer SEO. His agency ranks personal injury firms for the most lucrative keywords in your industry with end-to-end SEO, from content creation to technical optimization.

“Most personal injury attorneys struggle to rank at the top of the search results. That’s why I’m here: I help elite personal injury law firms generate motor vehicle and serious injury cases through Google’s organic search results.” Chris Dreyer



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"The 1958 Lawyer and his 1938 Dollar" still defines the business of law...
It's time for a change.

If you’re a lawyer, you’re familiar with the ABA article “The 1958 Lawyer and his 1938 Dollar” which gives our podcast its title, and its inspiration. That article was the start of the billable hour for law firms...And the last major change to the business of law, 70+ years ago now. Well, it’s past time for another change.  

This podcast is all about bucking the status quo of the business of law. Your hosts Ron Bockstahler and Kirsten Mayfield run Amata Law Office Suites, providing law firms an alternative to the traditional fixed-cost business model that places unwanted stress on attorneys to work long hours that often-times lead to burn out, broken relationships and in many cases substance abuse. Each week they’ll discuss alternatives to the 12 hours days, endless rotation of clerks and paralegals, and the expensive offices leased to impress clients who rarely show up in person anymore. They’ll interview successful lawyers who are doing law differently, and finding a work-life balance while still running a successful firm.  

Do you want to find a better way to run your law firm? It’s time for the next big change in the business of law, and you’ll get it here on The 1958 Lawyer.

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