AI Web Maker90-day online marketing plan
Hartwell Legal
Hartwell Legal will bring in enquiry calls by appearing when someone searches for a lawyer, describing each kind of matter plainly and staying careful in everything it says.
More calls and enquiries · Under 100 US dollars a month
Your three priorities
Use the Google Business Profile to look approachable: list your areas of work and hours, add a call button and a team photograph, and keep it current.
Write a separate page for each area of work, aimed at the person with the problem, so searches such as employment contract review and family law advice reach a page that answers them.
Earn introductions from the professionals who meet your clients first, such as estate agents, accountants and mortgage advisers, within your regulator's rules on referrals.
What your customers search for
| Search on Google | Searches a month |
|---|---|
| “lawyer near me” | not measured |
| “contract lawyer for small business” | not measured |
| “employment lawyer near me” | not measured |
| “real estate lawyer” | not measured |
| “conveyancing solicitor” | not measured |
| “family law advice” | not measured |
| “landlord tenant lawyer” | not measured |
| “employment contract review” | not measured |
Searches a month in United States, from Google's own search suggestions, shown as a range.
Your customers
Home buyers, sellers and landlords
What they need: A clear explanation of each stage of a property matter, regular updates and someone who picks up the phone.
Where they look: Searches for real estate lawyer and conveyancing solicitor, and the agents and advisers who point buyers to a firm.
Small business owners who need contracts and staff paperwork
What they need: Agreements they can understand, employment documents that fit a small team and a firm they can ring when something changes.
Where they look: Searches for contract lawyer for small business and employment contract review, LinkedIn and the accountants who advise them.
People facing a family change or a problem at work
What they need: A calm, private conversation that explains the options in plain words before they decide anything.
Where they look: Searches for family law advice and employment lawyer near me, and word of mouth from friends and colleagues.
Your channels, in order
Practice area pages and Google search Medium effort · Low cost
People with a legal question search for their exact problem, and a page that describes it in their own words earns the call.
- Make a page for each area of work, headed with the question people ask, such as employment contract review or landlord tenant lawyer.
- Explain on each page what a first conversation covers, who you will speak to and how fees are discussed, without quoting figures.
- Show your regulator, your registration details and the names of the people who act, in the footer and on a team page.
Google Business Profile Low effort · Free
People with a legal worry search for a lawyer near me on their phone, and the listing with clear hours and a call button is the one they can ring at once.
- Select the law firm category, then list your areas of work, your hours and the languages you speak.
- Invite clients to review how they were treated, such as clear explanations and prompt replies, and never the outcome.
- Reply to each review in neutral words that neither confirm the writer was a client nor mention any detail.
Introductions from other professionals Medium effort · Low cost
Estate agents, accountants and mortgage advisers are asked for a lawyer by their clients, and an introduction brings a caller who already trusts you.
- List the professionals whose clients need legal help and send each a short letter saying what the firm does, with your regulator details.
- Check what your regulator allows on referral arrangements before agreeing anything, and never offer a reward for an introduction.
- Thank each person for an introduction and update them in general terms, with the client's consent.
LinkedIn Medium effort · Free
Small business owners and their advisers read LinkedIn, and a plain explanation of a contract term shows how you work.
- Post one explanation a week of something owners meet in contracts or staffing, written as general information.
- Follow local owners and their advisers and add useful comments to what they post.
Local talks and guides Medium effort · Low cost
A short talk to a landlord group, a parents' network or a business club puts you in a room with people who have the questions you answer.
- Offer a short, plain talk on a topic such as what a contract should say about notice, and leave time for questions.
- Hand out a one-page guide with your contact details and a note that it is general information and no substitute for advice on your own matter.
Small search adverts Medium effort · Low cost
Adverts on a few exact searches put your page in front of people at the moment they look for help.
- Choose two or three exact phrases from this plan and keep the adverts plain, with no claims about results.
- Send each advert to the matching page and check which searches brought calls.
What your website needs
- A home page that names the firm, lists the four areas of work and puts a call button at the top.
- A contract lawyer for small business page showing the kinds of agreement you handle and what a review involves.
- An employment lawyer near me page with separate sections for employers and employees, and an employment contract review section.
- A real estate lawyer and conveyancing solicitor page that walks through the stages of a purchase or a sale.
- A family law advice page written calmly, saying what a first conversation covers and how privacy is protected.
- A landlord tenant lawyer page for landlords and tenants, covering leases and common questions.
- A team page with names, roles and the qualifications and registration details of each person, beside a how we work page.
Your 90 days
Month 1: Lay the groundwork
- Publish a page for each area of work, with a call button and an enquiry form that asks only for a name, a phone number and a short description.
- Complete the Google Business Profile with areas of work, opening hours and your regulator details.
- Add the team page and the how we work page.
- Prepare a short written introduction to the firm for the professionals who may recommend you.
Month 2: Earn introductions
- Ask clients for Google reviews about how they were treated, and reply in neutral words.
- Meet or call the professionals on your list and leave the introduction with each.
- Start a weekly LinkedIn post that explains one contract or staffing question in general terms.
- Plan a local talk and book the room.
- Reply to each enquiry the same day, even if only to say when you will ring.
Month 3: Keep the phone ringing
- Give the talk and hand out the guide.
- Start a small search advert on two or three exact phrases.
- Send a short, polite note to each enquirer who did not instruct the firm.
- Compare the pages, searches and introductions that brought enquiries, and put next month's effort behind the strongest.
Content ideas
- What a first conversation with a family lawyer is likeWebsite
- A checklist of questions for landlords before a new tenancy startsWebsite
- Questions to ask before you hire any law firmWebsite
- What belongs in a contract with a new supplier or customerLinkedIn
- What a small employer should have in writing before hiringLinkedIn
- A photograph of the meeting room with a note on what a visit involvesGoogle Business Profile
- Our opening hours and how to reach us in an urgent matterGoogle Business Profile
- A one-page guide for landlords, handed out at local talksLocal talks and guides
Your budget
The numbers to watch
Calls and enquiry forms a week
Count the calls logged from the Google Business Profile and the enquiry forms sent through the website.
Enquiries by area of work
Note whether each one is about contracts, property, employment or family, and how the person found you.
Introductions from other professionals
Record each introduction and thank the person who made it.
Google reviews
Check each month how many reviews arrived and what clients say about the service.
Enquiries that become instructions
Of the people who call, note how many ask you to act for them.
How AI Web Maker runs this plan
Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.