Site Structure (Home Owners & Hosts)

• Home Page - The home page should be eye catching, provide an overview of practice areas, and pushes to next step in the funnel (selecting an area of practice) For most organic and paid advertising you will want to send users directly to a specific area of practice.
• CMS Pages By Practice Area- We can make a CMS page foreach area of practice (Drug, Traffic, DUI, etc). David Benowitz probably has the best breakdown (and also ranking high in Google) - https://criminallawdc.com/
• CMS Page For Resources - We can design the site so you, us, or 3rd party content writers can easily add and update blog posts and resources. This will come in handy for SEO. Writing blogs with a very specific keyword group mind is how you rank for several keywords. "DUI's under 21", "DUI's for marijuana", and "I got a DUI but I wasn't driving".
• About Page - The about page has good content. Many times videos work well on an about page. Also buttons to contact you. You have your number and email in the bottom paragraph, but it's important to remember people's need for instant gratification online.
• Contact - General contact page with CTA to meet.

Micro Conversion (A resource or guide/free consult/etc.)

• ‍Remember the Yes Rule - Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes (which is especially challenging for high-involvement services) Below are some ways you can build micro-conversions without much effort in order for the first answer to be YES!
• Some examples could be offering a free "When you get pulled over" checklist, offering a free consultation, or simply providing content that collects sign-ups.
• Ideally, you would want to A/B test in order to determine the best micro-conversion offering. We can help develop out this strategy further, but we will build the site to encourage a goal or conversion.
• Another huge benefit of micro-conversions is getting the data in order to retarget people who have already shown interest in our site.
  

Other Key Components

• Call To Action To Meet - Between "Call Nows" and straight forward chats we can utilize the digital world to accomplish your overall business objectives.
• ‍Image Optimization - Reducing the file size of your images as much as possible without sacrificing quality and putting in alt-text (helpful for site speed and SEO)
• ‍Lead Automation - We will have a viewer submit information (e.g. name, phone, email) and that data will go through to a CRM (customer relationship management) or spreadsheet (e.g. automate marketing communications on sign up). More information on lead automation below.‍
• Chatbot and Click To Call Buttons - As stated above are overall objective is to get a phone number from the chatbot or have them call you directly. The idea is to meet quickly.
• ‍SEO Focused - We will build the website after detailed keyword research (attached to our previous emails). We want to see what people are searching for in the industry. I provided some preliminary research in the email a couple months ago. If you need me to resend that, please let me know.
• Another example of SEO work is the Title-Tag you have now VS a Title-Tag like David Benowitz. Right now your Title Tag will rank for search queries like "MP Chapman Washington DC", but that's not a huge benefit for a start up. If someone searches "DUI Attorney in DC" Your Title-Tag of "The Law Office of MP Chapman, PLLC: Lawyer" wont rank the way you want it to.
• I did notice that David Benowitz and Scrofono use URL boosting domains (criminallawdc.com and dc-dui-lawyer.com). We should be able to rank without paying an arm and a leg for the domain, but it's something to keep in mind.