Trizna Baños: How MacArthur Law Firm Gets Leads From AI Search
Market Movers: Building Brands & Links with Linkifi · 2026-05-21 · 39 min
Episode notes
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.