In this episode of “Be That Lawyer,” I spoke with legal marketing strategist and entrepreneur Viktoria Altman about why so many lawyers waste time and money on scattershot marketing — and how to replace guesswork with intentional, scalable strategy.

Viktoria brings a unique blend of technical know-how and real-world client insights that make legal marketing more predictable and profitable.

How Google Actually Sees You

Search engines today don’t just respond to keywords — they use AI to anticipate intent. Viktoria explained how Google pulls from review sites like Avvo, legal directories like FindLaw, and even guest posts or media mentions to build a profile of your firm.

When someone searches “New York personal injury attorney,” Google factors in their location, recent searches like “slip and fall,” and other user behavior to tailor results. That means your online reputation, content, and reviews must be aligned and consistent to win visibility.

Lawyers who ignore this reality are falling behind in an AI-driven search landscape.

Define Your Ideal Clients

Viktoria emphasized that the foundation of strong legal marketing starts with clarity.

You need to define your ideal client — whether that’s a high-net-worth individual approaching retirement or a newly pregnant couple planning for the future. You can have multiple profiles, but they must be specific.

Once you know exactly who you’re trying to reach, your messaging and targeting become far more effective. Without this level of focus, marketing becomes diluted and inefficient.

Vet Vendors Who Know Your World

Legal marketing is an unregulated space, and Viktoria didn’t hold back in expressing her frustration with how many lawyers get burned by bad vendors.

Her advice? Ask agencies for references from clients just like you, same practice area, same marketing budget.

If you’re an estate planning attorney, talk to other estate lawyers who’ve spent similar amounts. That’s the only way to get an honest sense of what you can expect. Don’t settle for general promises. Get proof, and make sure your agency understands the unique needs of your firm.

This episode is a must-listen for lawyers ready to ditch random tactics and start building a marketing engine that brings in real clients. Viktoria’s no-nonsense advice is both practical and immediately actionable.

Want more from Viktoria Altman?

Get to know her work and insights here.

Catch the full podcast episode here.

And if you’re serious about growing your practice, don’t miss my new book, now on Amazon. Check it out here.

Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.

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