Trizna Baños: How MacArthur Law Firm Gets Leads From AI Search

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, we’re joined by Trizna Baños, Director of Marketing at MacArthur Law Firm, to unpack how legal growth is evolving from hyper-local visibility and organic search to AI-first discovery, authority building, and interactive streaming ads. The conversation explores how modern personal injury marketing now sits at the intersection of trust, local SEO, lawyer reputation, and emerging AI search behavior.

 

Key Talking Points

✅ Why She Chose Personal Injury. Trizna explains that personal injury is not like marketing a fun consumer product. It means reaching people on some of the worst days of their lives and helping connect them with lawyers who can genuinely help.

✅ Language and Audience Matter. One of her early breakthroughs in legal marketing came from spotting poor Spanish-language legal content. As a native Spanish speaker, she realized firms were trying to reach Spanish-speaking clients with content they would not actually understand.

✅ 500+ Marketing Leads in a Year. Trizna shared that the firm generated over 500 leads from marketing last year, including website, Google, and social media activity, with around 22% of those leads qualifying.

✅ Social Media as a Consistency Engine. A consistent posting cadence of roughly 2 to 4 posts per week, combined with stronger website content, has become a major lead generation asset for the firm.

✅ Listicles Still Matter for AI Search. Trusted third-party listicles such as Super Lawyers, Best Lawyers, and Forbes have played an important role in helping MacArthur and its attorneys appear in AI-generated answers. The strategy is not just to be included, but to optimize those profiles and amplify them everywhere.

✅ In Legal, Individual Lawyers Matter as Much as the Firm. Trizna emphasized that people often search for the best lawyer, not just the best law firm. That means building authority for the firm and for each attorney is essential.

✅ Turn Results Into Content Assets. One of Trizna’s core strategies is to turn settlements, verdicts, and major case outcomes into multi-format content: website pages, press releases, Google Business Profile posts, social posts, video, and earned media.

✅ Local SEO Still Matters. Even in an AI-driven landscape, Google Business Profile, high-quality imagery, regular posting, attorney bios, testimonials, schema, and optimized practice area pages remain central to visibility.

✅ Attorney Bio Pages Are High-Value SEO Assets. Trizna noted that some of the highest-traffic pages on the site are the attorney bios, which is why they’ve been strengthened with awards, case results, video, and structured information.

✅ YouTube and Video Are Part of the Search Strategy. Because Google owns YouTube, video content is not just social content. It supports discoverability and reinforces authority across channels.

✅ Interactive CTV Is a New Paid Growth Lever. After seeing limited upside from PPC in a highly competitive Atlanta personal injury market, Trizna began testing interactive connected TV ads.

✅ Why PPC Was Not the Best Fit. In Atlanta personal injury, she felt traditional Google paid search meant competing against firms with million-dollar budgets, while MacArthur operates more as a boutique catastrophic injury firm rather than a volume-based lead machine.

✅ Freshness Matters in AI Search. Trizna believes one reason result-focused content helps so much is that it keeps the firm fresh across the web. Posting regularly about outcomes, attorneys, and media coverage helps maintain relevance for both search engines and LLMs.

 

Notable Quotes & Moments

📌 “Personal injury marketing is really interesting because it’s not like you’re marketing a really cool tech product that people want.”

📌 “You’re marketing to people often at the worst day of their lives.”

📌 “There were really no systems in place.”

📌 “The tactics were a little bit outdated, particularly considering AI.”

📌 “Now we’re not just marketing to our potential clients. We’re also marketing to these large language models.”

📌 “Attention is the biggest currency right now.”

📌 “It starts on paper.”

 

About Trizna Baños

Trizna Baños is the Director of Marketing at MacArthur Law Firm. She has worked in marketing for around 13 years, with experience spanning global consumer brands, legal intake, legal technology, and law firm leadership. She brings a strong blend of strategic brand thinking, legal marketing expertise, multilingual communication, and AI-forward experimentation to one of the most competitive sectors in digital marketing.

🔗 LinkedIn: https://www.linkedin.com/in/trizna/

 

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👉 Nick Biggs on LinkedIn

 

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