Sam Woodhouse is not a millennial, but his law practice has benefited from an unwitting stroke of 21st century genius: Google the words “Atlanta local counsel,” and his three-lawyer shop pops up at the top of the list.

“I don’t know how that happened,” says Woodhouse, 50, in his downtown Atlanta office. He guesses that simply making “local counsel assistance” a separate subject on his firm website led to the calls he now gets from lawyers around the country seeking help on an Atlanta case.