Blog
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“We’ll handle the insurance claim”: the page most roofers don’t have
After a storm the homeowner’s problem is not the roof. It is the claim they have never filed and are frightened of getting wrong. Most roofing sites say they work with all insurance companies and move on. That sentence answers nothing. Build the page before the storm, because it cannot rank from a standing start.
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Review recency in a trade that goes quiet for eight months
A roofer with a hundred and forty reviews, none of them from this year, is in a worse position than one with thirty from the last six months. Seventy-four per cent of people look for reviews written in the last three months. Seasonal trades get a permanent annual gap, and it lands in the researching…
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HVAC has two buyers and one website
The system has failed and the house is cold. Or the system is fifteen years old and somebody is finally getting quotes. Two customers, two timescales, two definitions of a good website. Most HVAC sites are built for one and inherit the other by accident. Most of the fix is layout.
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The start date decides the year
A roofer calls in May, after the first storms, wanting to be visible for the season. The season is already running and whatever we build now lands in August. This is the most consequential decision in seasonal trades marketing and it is almost never treated as a decision at all.
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A personal injury firm’s intake is an SEO problem
I have watched a firm spend a year improving its visibility while losing people at the front door, and the marketing was working the whole time. Odds of qualifying a lead drop twenty-one-fold between five minutes and thirty. At $183 to $442 a lead, that half hour is the most expensive in the firm.
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One ‘Personal Injury’ page, or fifteen?
Somebody hit by a truck is not searching for a personal injury attorney. They are searching what happened to them. Most firm sites answer fifteen different questions with one page and a bulleted list. Five to eight case type pages, on cases you take, where the process genuinely differs.
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What a DWI practice and a federal practice do not share
Both are criminal defence and on a website they are usually the same page. As businesses they share almost nothing. A DWI client decides in an evening, on a phone. A federal client researches for weeks, often before charges are filed. Length is right for one and wrong for the other.
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County and court pages that are not doorways
A defence firm covering four counties wants a page for each. Reasonable instinct, and the easiest way to build a doorway set without meaning to. Location pages are not prohibited. Near-identical pages funnelling to one destination are. Make it about the court, not the town: twelve towns sharing four courthouses is four pages.
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E-E-A-T when your clients can never be named
Almost every piece of trust advice assumes you can point at satisfied customers. A criminal defence firm can do almost none of that, and the better the outcome you delivered, the less your client wants a permanent public record of it. Demonstrated legal reasoning is the substitute, and nobody can copy it.
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A page per charge, not a page per practice area
Nobody arrested last night is searching for a criminal defense attorney. They are searching the charge, by name, usually with the city attached. Most firm sites have one page called Criminal Defense with a bulleted list under it, and it meets nobody. Six to twelve charges, not forty.
