We’ll kick things off with one-on-one 60-minute Messaging Intensive calls. One with you and separate ones with other key members of your team (like your intake specialists).

These calls will help us understand your firm, process, story and unique differentiators. While also getting a clear picture of your target audience.

This is THE most important step – and one that most agencies skip. 

My team and I will go waaay beyond surface-level data, digging DEEP to fully understand your prospect – along with their deep-seated pain points, motivations, hesitations in the hiring process. 

This might include: 

• Interviewing 3-5 of your clients

• Mining online communities (like Reddit, Facebook, etc) where your ideal clients vent frustrations, ask for advice, and reveal hiring objections

• Analyzing your testimonials to pinpoint common themes in what clients appreciate most (and how we can amplify those strengths)

• Reviewing intake forms, surveys, and past communications with clients to understand recurring pain points, decision-making patterns, and deal-breakers 

• Listening in on intake call recordings to hear prospects' objections, questions, and concerns in their own words 

• Assessing competitor positioning to identify gaps in the market and craft messaging that sets your firm apart

This deep-dive research ensures that our ad strategy and copy is built on what we KNOW will resonate with your audience… rather than guessing (or asking ChatGPT).

Once we’ve done the research, we’ll whip out our magnifying glass and analyze the findings. Looking for trends, commonalities and sticky words or phrases that we can use in the copy.

Next, we’ll pull everything together into your very own two-part Conversion Copy Playbook.

You’ll get everything you and your team need to craft high-converting copy in the future:

✅ A comprehensive analysis of your target audience (to ensure your messaging hits the mark)

✅ A complete guide to positioning your service and offer in a way that resonates deeply with your ideal clients

Based on the VOC research, we’ll determine the most effective ad strategy and funnel for your campaign. Taking into account things like: 

• What platform(s) will be most effective 

• When the ads should appear

• What keyword strategy to use (likely a mix of high-intent, long-tail, and branded keywords to target searchers at different stages of the hiring journey) 

• The type of ad formats to prioritize (ie: text, video, carousel, or responsive ads) 

• Targeting criteria (defining our audience based on demography, geography, and behavior) 

• Budget allocation and bid strategy (setting the right daily budgets and bid strategies to optimize ad spend and performance) 

Once we determine the ad strategy, then we’ll know what deliverables we need for the campaign.

For example, maybe we’ll decide that Google is the best platform to advertise on since there are leads actively searching for your solution. Based on that, we’ll come up with landing pages that are tailored to what people are searching for. 

Let’s say you’re a personal injury attorney. If we find that people are searching for things like “slip and fall attorney near me ” then we can create a landing page tailored to that specific audience.

Next I’ll take charge of crafting allllll the messaging for the campaign. Which will include: 

• Ad copy that grabs attention, speaks to your ideal prospect’s pain points and drives high-intent traffic 

• Landing page copy that encourages website visitors to fill out that form/schedule a consultation 

• Email sequence (if applicable) that builds trust, handles objections, and encourages prospects to pick up the phone when your team calls

Each piece of messaging for the funnel will take into account things like: 

✅ Voice-of-client research that we’ve done

We’ll use the VOC research and messaging docs we’ve pulled together to craft the copy. Mirroring your audience’s pain points, dream states, hesitations and motivations back to them.

✅ Messaging hierarchy

We’ll map out the most effective order of the messages on the landing page (and email sequence) based on what’s most important to the reader, how they process information and where they are in the decision-making journey.

✅ Persuasion techniques that move the reader to the “yes”

We’ll use tactics that are PROVEN to motivate people to take action. Things like urgency/scarcity, storytelling, loss aversion and social proof… to name a few.

✅ Formatting & readability

We’ll structure the page so that it’s easy for even the most distracted readers to consume. With:

• Short, scannable sections

• Strategic use of bolding, bullet points and (lots of) white space

• Small margins

✅ Positioning your firm as THE best choice

We’ll nail down your unique value proposition…. so that it’s crystal clear why prospects should pick your firm over all the others.

✅ Your client criteria

We’ll clarify who your service is for (and who it’s not for). So you can attract the right clients to your firm.

✅ CTAs & next steps

We’ll guide the reader to take the next step with:

• Value-driven CTAs (not just “Submit” or “Fill out the form”)

• Zero-friction next steps (for example… having a super simple form with only the most essential questions… and letting people know what happens once they click that button)

Once the copy is complete (and approved), we’ll move onto the design.

We’ll use easy-to-read font and images that complement the copy. But we want to steer clear of generic stock images… or anxiety-inducing images.

For example, for your dog bite page, we definitely do not want to have an image of a rabid-looking dog. That’s only going to make your reader more anxious than they already are.

Instead, we could go with a smiling photo of you or one of your attorneys. Or another photo that will put people at ease.

Once everything is in place, it’s time to go live. Woohoo!

But first, we’ll want to:  

✅ Set up conversion tracking  (so we know exactly what’s working and what’s not) 

✅ Test all integrations (making sure that forms, lead tracking and automation work) 

Then we’ll monitor ad performance. Keeping a close eye on click-through rates, conversions, and (most importantly) lead quality.

After we have one month of data to go off of, we’ll start A/B testing (to see what brings in the highest quality leads… at the lowest cost).

Here are some things we might A/B test:

• Ad headlines (and positioning)

• Landing page headlines

• Calls to action

• Forms (testing out different lengths)

• Type of content (video vs text vs static images)

We’ll also test out different bidding strategies and keyword types to see what’s most effective.