MP Chapman

Jun 14, 2022

Hey Chapman! I've put together a game plan for a website that can highlight the practice areas you offer. We would use sections and pieces from David Benowitz's site as structural (not design) inspiration.

Start Proposal Review
Goals & objectives

Cater a digital experience for those looking for a specific practice area. I would suggest using a content management systems (CMS) to store these areas of law, as well as house blogs/resources. We will also include a scheduling feature/CTA for people to get in touch with you.

Key Components of the Build

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) -
  • 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.
  • 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 (possibly a scheduling system)

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" E-book, 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.

Other Key Components

  • 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 - I see you have a chatbot, but I would recommend a chatbot that encourages the visitor to respond, such as "Are You Contacting Us For a Criminal or Civil Matter?". I noticed your phone number and email are on there, but you really need to make phone numbers, email, etc. buttons/stand out more.
  • 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 weeks 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.
Part II - The Solution
The Solution

We will accomplish the above key components by developing a site that utilizes individual pages for the areas of practice as well as a collection for resources.

Content Management Systems (CMS)

CMS is typically used for enterprise content management and web content management. CMS will be used for controlling practice areas, blogs/resources, and eventually even location pages. We want to be able to update this content seamlessly and easily edit after launch. The CMS will allow us to do that. I would design a webpage one time that gets populated dynamically by a database. This is so important because we want to be able to target certain search queries with specific webpages. The only way to do this in an SEO friendly and cost/time effective way is through a CMS.

For example, we would want two different webpages for the search queries "Traffic Ticket DC" and "Drug Attorney Near Me" . It would be extremely difficult to rank one page (e.g. your home page) for both of those keywords.

For more information on CMS please view the section of this page labeled "Dynamic Content For a Dynamic World"

Tracking For Strong Analytics To Improve ROI

Development Includes the Following Integrations

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using a CRM (e.g. HubSpot) , but we can also build an integration that is compatible with a spreadsheet or possibly your current CRM. You can automate this for conversions and scheduling. Once they are in our CRM we can automate email & SMS strategy. You are able to automate marketing efforts such as sending a welcome email, a newsletter, or an automated reminder. This is where we can use automation to save thousands of hours in time.

Investment overview
Legal/Lead Generation
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
July 31, 2022
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you for allowing me to map out this plan. Super excited to hear your thoughts on this. Feel free to reach out if you have any questions. Thanks again, Chapman!