How we work
Four stages, in order. We fix what happens to the calls you already get, learn the market you actually compete in, build only the channels your practice needs, and report on signed cases rather than clicks.
Intake Audit
Before we spend a dollar, we audit everything your firm already has: how fast you answer a new inquiry, your Google Business Profile, your Instagram, TikTok and YouTube presence, your website, your newsletter and any mail you send. We find every gap, then recommend only the services that close them.
What actually happens
We start with intake, because that is where money leaks first. Over several days we contact your firm the way real prospects do: a call during business hours, a call at 6:40 p.m., a web form on a Sunday, a message through your Google Business Profile. We record whether someone answered, how long the callback took, whether a consultation was offered and whether anyone followed up when we did not book.
Then we audit your whole public presence, not just your Google listing. Are you on Instagram? TikTok? If not, are you on YouTube, where people search for answers to legal questions? For each platform you use, we look at how often you post, what gets engagement, what people actually ask in the comments and how your profile compares to the firms you compete with. For the ones you are not on, we tell you plainly whether they are worth it for your practice area, and what kind of content would work there: short explainers, step-by-step tutorials, answers to the questions clients ask in consultations.
We also review how you stay in touch with people who already know you. Do you have a newsletter? Who is on the list, and does anyone open it? If you want direct mail, we assess whether it fits your market and practice area, who it should reach and what it should say. We check your website, your reviews and your call tracking so we know which numbers connect.
The result is a written gap report: what is working, what is missing and what each gap is likely costing you, ranked by impact. From there we recommend only the services that fill those gaps. Some fixes cost nothing but attention, like a changed voicemail greeting or a callback rule. Nothing is sold as a package.
What you do
Very little. Send us links to your social accounts and newsletter, give us read access to your ad and analytics accounts if you have them, and spend thirty minutes with us and whoever handles intake.
How long it takes
One to two weeks, including the gap report walkthrough.
Market Blueprint
We map every competing firm in your market: what they rank for, what they advertise on, what their reviews say, and where the gaps are. In Hampton Roads that includes knowing which firms actually have the military client relationships and which ones just say they do.
What actually happens
Once intake is sound, we study the market you are actually competing in. That means the firms that show up when your prospective clients search, not the firms you assume are your competitors. For each practice area and city we record who ranks in the map results and organic listings, who is bidding on paid search and at what apparent intensity, what their landing pages promise, how many reviews they have, what those reviews praise and complain about, and whether they appear on television, billboards, radio or local sponsorships.
We add the local layer a national agency skips. In Hampton Roads that means understanding which firms are genuinely known on base, which have real relationships with military legal assistance offices, veterans organizations and spouse networks, and which simply put a flag on their homepage. In Northern Virginia it means knowing who serves the federal contractor market. In Richmond it means seeing where larger firms leave a consumer practice room to lead.
The output is a blueprint: the searches, neighborhoods and client segments where you can realistically win in the next ninety days, the ones that will take a year, and the ones that are not worth the money. Every channel decision in the next stage traces back to it.
What you do
Tell us which cases you want more of, which you want fewer of, your service radius, your capacity, and the referral sources you already rely on. We review the blueprint together in one working session.
How long it takes
Two to three weeks, usually running alongside the intake fixes.
Channel Build
We build only the channels your practice area actually needs. A probate firm gets referral outreach and newsletters. A criminal defense firm gets speed and after hours coverage. We do not run the same plan twice.
What actually happens
This is where we build, and it is deliberately narrow. A criminal defense practice lives or dies on speed, so we start with a mobile-first landing page, paid search scheduled around when arrests happen, live answering and a callback rule measured in minutes. A probate or estate planning practice is a relationship business, so we start with referral outreach to financial advisors, CPAs and funeral homes, a quarterly newsletter and the educational content families read for months before they call. A personal injury firm gets case-qualification messaging built around Virginia's contributory negligence rule.
Every asset is created in your firm's name: ad accounts, analytics, call tracking, Google Business Profile, email platform. We write ad copy and page copy that complies with the advertising rules in your jurisdiction, and we build the landing pages for paid traffic separately from your main website so each ad points to a page that matches the search.
We launch one or two channels, prove they sign cases, and only then add the next one. Firms rarely fail because they lack channels. They fail because they spread a budget across eight of them and never learn which one works.
What you do
Approve copy before it runs, record short videos if video is part of the plan, and introduce us to the referral partners you already have. Most attorneys spend one to two hours a month on this stage after launch.
How long it takes
First campaigns live within two weeks of the blueprint. Additional channels roll out over the following two to three months.
Signed Case Reporting
Weekly reporting tied to signed matters, not clicks. You see cost per qualified lead and cost per retained client, and you own every account and every number in it.
What actually happens
Clicks and impressions do not pay payroll. Our reporting follows each inquiry from the ad, search or referral that produced it through to the outcome: not qualified, consultation booked, consultation held, retained. When a case signs, the original click identifier is sent back to Google Ads so the platform learns which searches produce clients rather than calls.
Every week you get a short report with the numbers that matter: qualified leads by channel, cost per qualified lead, consultations, retained clients and cost per retained client. Once a month we meet to decide what to cut, what to scale and what to test next. When a channel stops producing, we say so and move the money.
Everything stays yours. The accounts are in your name, the data lives in your systems, and if you ever leave, you leave with the complete history. That is not a courtesy. It is the only arrangement that keeps an agency honest.
What you do
Mark outcomes in your intake system, or give us a simple way to learn which leads retained. Fifteen minutes a week keeps the numbers accurate.
How long it takes
Weekly from launch, with a monthly strategy meeting.
Find out where your matters are actually coming from.
Book a thirty minute call. We will read your market, your ads and your intake, and tell you straight.