Help, My Law Firm Is Stuck! – Should I Expand Practice Areas or Locations?

February 26, 2026

This week on Lunch Hour Legal Marketing, Conrad and Gyi tackle a question that hits close to home for a lot of firms: When you’ve maxed out your growth in a smaller market, do you double down on your niche or broaden your practice areas?

The dynamic duo digests Google’s new segmented reporting for Direct Business Search in Local Service Ads, and what it means when you’re paying $100+ per lead from people who were already looking for you by name. Is it waste? A halo effect? Worth it for the algorithmic boost? They have opinions.

And to the big question of the hour: If you’re a dominant PI firm in a tertiary market and growth has plateaued, do you expand geographically, add practice areas, or reposition as the go-to firm for everything in your community?

Has SEO-driven specialization pushed firms away from a model that used to work just fine, and does the ‘law firm for everyone’ approach deserve more credit than we’ve been giving it?”

Real trade-offs, real opinions, no easy answers.

If you’re thinking about growth in a smaller or secondary market, this one’s worth your lunch hour.

Ready to add some flavor to your lunch break? Head over to the Lunch Hour Legal Marketing Podcast page, or watch the full episode on YouTube.