Blog
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
Theme-level fixes, or the same fix again in three weeks
I fixed a heading problem on a client site, confirmed it, wrote it up and moved on. Three weeks later it was back. Nobody had touched the page. A theme update had restored the template. The fixes most likely to be silently reverted are the ones that were invisible in the first place.
-
Auditing a headless build: what is actually different
Most of an audit on a headless build is the same audit. The questions do not change. What changes is that half your usual checks return the wrong answer if you run them the usual way. Crawl twice, raw and rendered, because the difference between the two is the finding.
