At our core, we are search marketing specialists.
What is search marketing? It’s marketing to people who are searching for a solution to their problem. For the past 2 decades or so, Google has been the dominant place where folks search on the web, so generally when we talk about search marketing we are talking about search engine optimization (SEO) and pay-per-click advertising (PPC) on Google.
There are a million and one companies that provide search marketing services. There are even hundreds who provide search marketing for law firms specifically. Many of them are solid companies that offer a solid service. But none of them have what sets us apart: Our unique process.
We believe that exceptional marketing is data-informed but human-driven.
Our process is a product of our vast experience. It is data-informed while allowing space for serendipitous successes based on creative ideas and collaboration. Here’s what it looks like:
1. Goal Setting
At the very core of everything we do is a deep understanding of your firm’s goals. Unlike what we’ve seen from many of our competitors, we do not make assumptions about what success looks like for your law firm. Often, our clients lack defined goals when they approach us. They simply know that they need more visibility and more leads to build their practice. In these cases, we deploy the lessons we’ve learned over decades helping law firms grow to help clarify precisely what success looks like, and how it can be achieved. We call these SMART goals (specific, measurable, attainable, relevant, and time-bound).
2. Strategy, Budget, and Projections
Once we’ve worked with you to understand and define your goals, we leverage our internal data, supplemented by our decades of experience, to come up with an appropriate marketing budget. In addition, we project when you can expect to achieve your initial goals, establish milestones you can expect to meet along the way, and define the strategy to get there. This way, you’re never in the dark as to what you should be expecting during any given phase of our work.
3. Rapid Implementation
Unlike some of our competitors, we do not slow-walk the execution of your search strategy. Regardless of your budget, we will implement all of the foundational work required to meet your goals within the first 60 days of project launch. This normally (though not always) includes: Design, develop and launch new or redesigned website; Create and publish all new content (yes, really. We often published over 50 pieces of content within the first 60 days of your campaign.); Fully optimize your Google Business Profile listing; Create all necessarily local citations and legal directory listings. Create and launch Google Ads campaigns (PPC and LSAs); Configure Google Analytics, Google Search Console, and CallRail for soup-to-nuts progress tracking; Configure dashboard for at-a-glance progress reports. This enormous front-loading of work means that you’ll begin to hit your key milestones as quickly as possible, while keeping your overhead manageable.
4. Optimization & Iteration
After the rapid implementation phase we move onto the less intense but equally important work of optimizing and iterating on our initial efforts. This involves all of the following: Making fundamental SEO changes to improve visibility of key content; Adding supplemental content to high-priority content as appropriate to drive up visibility; Creating custom calls-to-action based on search intent data; Developing custom intake forms to better qualify new leads; Developing supplemental content assets like videos, form; downloads, calculators, etc. to drive positive outcomes ; Generating new content based on opportunities; revealed by initial data analysis; Tweaking keyword targeting and bidding strategy for ad campaigns based; on initial data analysis. During this period of work is typically when we begin to hit the initial campaign milestones, but our work doesn’t end here.
5. Collaboration & Refinement
The next phase in our process is all about collaborating with you to understand what you are seeing from our work. We’ll ask questions like: Are the leads you’re getting generally qualified for your services? Are you successfully signing up leads into new clients? Are there any leads you are getting that you don’t want? Are there any kind of leads you’re not getting that you want more of?
During this phase we’ll also review with you the top performing channels and content so that we can capitalize on any opportunities to double-down on what’s really working. Based on your feedback we’ll refine our targeting in an effort to move closer toward your goals.
6. Goal Achievement & Next Steps
Because your goals will be time-bound, once we’ve reached the deadline we’ll meet with you to assess where we are. If for whatever reason we’ve fallen short of your initial goals, we’ll state that frankly and work with you to put a plan in place for getting there as quickly as possible. If your initial goals have been achieved, we’ll collaborate with you to create the next set of goals to pursue, along with any required adjustments to your budget and scope of activities. In either case you’ll understand exactly where you stand in relation to your goals, and what we’re doing to get there.