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What Are the Most Effective Lawyer Lead Generation Strategies?

Lawyer lead generation has become a popular topic with the legal industry growing more competitive. Some legal firms still rely solely on referrals and other firm are now trying digital marketing, like a PPC agency for lawyer's.

I'm hoping to hear from other professionals—

Do you find PPC campaigns to be more effective than organic SEO?
How do you balance short-term lead generation versus long-term visibility?
Has anyone worked with a specialized agency and what type of results did you receive?

Lets share ideas, experiences and insights to help law firms bring in the right clients and grow faster.