Andrew Kass, founder of Kass & Moses, a Motorcycle & Bicycle Personal Injury firm, heard me speak at the PILMMA conference. When I stated, “All SEO companies suck,” he felt relieved—finally, someone who understood his frustrations. Now, he’s considering hiring a consultant or guide to help maximize their marketing efforts.
The marketing landscape is shifting. Although Google and Facebook don’t explicitly say it, marketing agencies are becoming less relevant. While marketing agencies still handle content creation or ads, firms increasingly manage these tasks in-house The traditional model—where a personal injury lawyer focuses on cases and outsources digital marketing—is fading.
Quick Review
Quickly reviewing the metrics of Kass & Moses’s website, I noticed a common issue: inconsistent business information across directories like Google, Yelp, and Yellow Pages. Think of the business’s Name, Address, and Phone number (NAP) as its digital “social security number.” Any small variation can confuse search engines and impact visibility.
For example, in one listing for Kass & Moses, the address appears as ‘601 Skokie Boulevard,’ while another lists it as ‘Suite 401.’ Search engines may struggle to make the connection. These discrepancies can lower search rankings. Fortunately, tools like Yext or Whitespark can help push consistent data to all directories for as little as $10 per month, ensuring the business doesn’t lose visibility over minor details.
The firm ranks well for broad search queries like “how to treat road rash,” they should target more competitive keywords like “motorcycle accident lawyer.” Although these terms are harder to rank for, they drive more valuable leads.
Inconsistent data can also cause issues across tracking systems like Google and Facebook. For example, Kass & Moses is missing key integrations, such as Facebook pixels or complete Google Ads connections, which disrupts performance tracking. Without these integrations, crucial metrics like conversions or ad performance may not be fully tracked, leading to wasted ad spend.
This is why we focus on “digital plumbing“—making sure all systems are properly connected and data flows seamlessly across platforms to ensure accurate tracking and optimal performance.
We assess tools like CallRail and WordPress plugins, ensuring seamless integration and system efficiency. Afterward, we provide a clear plan to address any gaps, with the option to approve changes or let us handle the implementation.
Optimizing Kass & Moses’s Marketing Strategy
During an audit, automated tools often miss key elements, like social media accounts or older digital assets. For example, a Facebook page with 50,000 fans might be overlooked by automated systems. This is why thorough manual audits are essential to understand a firm’s complete digital footprint.
If Kass & Moses already run paid ads, they should optimize them to improve performance. It is better to focus on Google and Facebook ads, ensuring they align with their Google My Business (GMB) profile and key areas like Chicago or motorcycle-related cases.
They can also consider platforms like Twitter or TikTok, but only after perfecting Google and Facebook strategies. Once their digital infrastructure is solid, they should shift focus to running targeted ads.
This approach doesn’t just improve the current digital presence—it equips the team to manage these systems long-term. We provide comprehensive Content Factory training through 118 courses covering every aspect of digital marketing from setting up tracking funnels to running digital ads. This allows firms to integrate virtual assistants (VAs) into a structured process.
We follow a three-phase approach: first, we fix issues while the team observes; second, the team takes over with our supervision; finally, the team handles all tasks independently. Within three months, we aim to train them to manage digital tasks like updating Google My Business and repurposing content, ensuring a strong, self-sufficient digital presence.
By the end of this process, their team will not only understand the firm’s digital infrastructure but also how to optimize it, ensuring long-term success in a rapidly changing marketing environment.
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