How Important Is SEO for Small Law Firms Today?

[adamsmithad]

I was speaking with a friend who recently started a legal practice, and one challenge they mentioned was getting consistent online inquiries. While researching, I noticed many firms discuss working with a lawyer SEO company to improve search visibility and local reach.

I'm curious if smaller firms actually see long-term benefits from SEO services, or if referrals and paid ads still work better overall. Would like to hear real experiences from others in the legal industry.