How Kass & Moses Can Maximize Their Digital Presence: A Step-by-Step Approach

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.

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Kass & Moses’s Website Preview

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.

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Overall Score for Kass & Moses

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.

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Listing Discrepancies

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.

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Keywords

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.

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No Facebook Pixel

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.

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Reviews

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.

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Digital Plumbing Course

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.

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The Conversion Engine Package Page

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.

Ready to take your website to the next level? Join the Conversion Engine Package now. Fast, efficient, and game-changing—let’s get started!

Dennis Yu
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.