Meet The Woman Behind Some Of The Most Powerful Law Firm Website Marketing In The Nation

Lindsey Busfield, the Vice President and Partner of Optimize My Firm, an SEO and content marketing agency serving some of the nation’s most powerful law firm websites, aims to overcome industry shortcomings with an ethical, transparent business model.

Understanding her clients’ frustrations with their former SEO agencies, Busfield implements a client-centric business model that addresses their primary concerns. This results in an agency relationship that offers no contracts and geographic exclusivity—two pillars that are practically unheard of in the digital marketing industry.

While this approach invites some risk and theoretically caps client capacity, Optimize My Firm is more focused on client success, relationship longevity, and ethical practices than some competitors with a traditional agency model.  

Busfield comments, "The handshake model just works for us. Many of the law firm clients we first started with are still with us, even ten years later. They can walk away at any time, but they don't. That is simply because we get more and more cases, year after year."

Busfield's passion for serving her clients is rivaled only by her enthusiasm for the mechanics of SEO. Discovering how to improve brand awareness, Google rankings and case generation for her clients is an art that intersects with law, strategy, and intellectual curiosity. 

With an undergraduate degree in Philosophy from Centre College, a prestigious private liberal arts college in Kentucky, Busfield initially thought she would study law. Several of her family members are practicing lawyers, and she believed she would follow suit.

However, Busfield became intrigued by marketing after watching her parents start to grow what is now the nation's largest organic pasture-raised egg company. Busfield helped to develop marketing and compliance initiatives for the egg business. She eventually left to pursue marketing full-time at a prominent law firm in Raleigh, NC.

While working in their in-house marketing team, the company hired an SEO agency. Busfield was curious about this marketing niche and collaborated with the agency as they helped develop the firm's SEO strategy. 

During that time, Busfield discovered a fascination with the complexities of SEO. "SEO spoke to me on so many different levels. It was strategy, philosophy, brand development, and compliance all wrapped into one. This combination represented everything I loved intellectually, which led me to pursue it full-time."

By chance, Busfield connected with the founder of Optimize My Firm and bonded over their shared passion for legal SEO. Since she joined the company six years ago, it has expanded its reach, impacting many more clients and generating exceptional results for the law firms it serves.

"I feel blessed to be part of a company that is disrupting the legal SEO space," she says. "Optimize My Firm doesn't copy what other SEO agencies are doing with backlinks, content, scholarships, blogs, etc. We brainstorm new ideas and consistently find new strategies that work. Connecting world-class lawyers with the clients who need their help is what it is all about."

Busfield is also the host of the Personal Injury Marketing Minute, which Attorney at Law Magazine ranked as one of the Best Legal Podcasts for Lawyers and Law Firms in 2024.

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