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Proof & Standards

SHOW THE EVIDENCE. SKIP THE HYPE.

I want you to understand what was changed, what was measured, what happened afterward, and what can reasonably be concluded.

This page will contain documented examples of my work as they become available and where publication is permitted.

I will not manufacture results to make a service appear more effective than the evidence supports.

How to Read My Results

Not Every Improvement Proves Causation.

Verified fact

A claim supported by records or other appropriate evidence.

How a statement like this is labelled
Verified fact
Observed outcome

A change was recorded during a period, but the available evidence does not establish that my work caused it.

How a statement like this is labelled
Observed outcome
Professional interpretation

An explanation or recommendation based on the available information.

How a statement like this is labelled
Professional interpretation

I will distinguish these categories rather than presenting an interpretation as a proven result.

Case Study — Auto Accidents: Local Search

The Problem: Broad Visibility Was the Wrong Goal

Firm and market

Personal injury firm in Jacksonville, anonymized. It was competing for broad “Personal Injury Lawyer” terms against larger advertisers while missing the specific searches people make after auto accidents.

  1. 01

    Initial situation

    Broad keyword targeting, a generic Google Business Profile, stock imagery, no pages for specific crash scenarios, and an unmonitored after-hours phone line. Map pack position for tracked auto accident terms: #16. Average session: 0:14.

  2. 02

    Work completed

    Keyword realignment to case-specific queries, Google Business Profile category and attribute updates, original office and team photos, micro-pages for intersection crashes, highway pileups and uninsured motorist claims, plain-language rewrites, a one-tap phone CTA, and 24/7 live intake.

  3. 03

    Measurement period

    The first 45 days after the page and profile changes, tracking map pack position for the Jacksonville auto accident terms and average session duration.

  4. 04

    Measured outcome

    Map pack rank moved from #16 to #3 by day 30 and #2 by day 45. Average session duration rose from 0:14 to 2:10. A review of call timestamps also found high-intent evening calls reaching an automated answering setup, which led to live after-hours intake.

Read the full case study →

Anonymized client. Results are specific to this firm, market, and timeframe, and are not a prediction or guarantee for any other firm.

Case Study — Intake Performance: Motorcycle Accidents

The Problem: The Marketing Was Working. Intake Was Leaking.

  1. 1Initial finding

    Local search was producing steady motorcycle inquiries, but calls could reach an administrative desk or voicemail. Over 40% of missed calls were returned after 90+ minutes; average callback was 114 minutes and consultation-to-retainer conversion was 12%.

  2. 2Intervention

    Dedicated motorcycle call routing with instant alerts, a five-minute callback rule, empathy-first scripts, phone, text and email follow-up, and a triage checklist for severe trauma, helmet use and police report availability.

  3. 3Measurement

    Baseline from call logs, intake notes and conversion history, compared with the first 45 days after the intake rebuild. Marketing spend was unchanged.

  4. 4Outcome

    Average speed-to-callback fell from 114 minutes to 4 minutes. Consultation-to-retainer conversion rose from 12% to 31% over the first 45 days.

What remains uncertain

The 45-day window is short and the firm is anonymized, so the figures are as reported. Faster callbacks, scripts and triage were introduced together, so their individual effects are not separated. Read the full case study →

Anonymized client. Results are specific to this firm, market, and timeframe, and are not a prediction or guarantee for any other firm.

Case Study — Website and Local Presence: Truck Crashes

The Problem: Invisible for High-Intent Truck Searches

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Drag to compare. Replace with real before-and-after screenshots.

A regional firm wanted commercial truck crash cases but ranked #18 for “truck accident lawyer”. Its Google Business Profile used the generic “Law Firm” category with stock photos and no attributes. The site had 124 indexable pages, 85 of them thin or dead, and copy written for legal peers. Visitors left the truck page in 18 seconds.

Primary category changed to Personal Injury Attorney, attributes added, original geo-tagged photos of the team and office, copy rewritten around urgent client questions, high-intent truck keywords mapped, and 45 thin posts audited and redirected (301) or removed (410), leaving 39 focused pages.

Early signals were tracked over the first 45 days; signed cases were reviewed across the following two quarters.

Map pack rank #18 to #2 by day 45. Average session on the truck page 0:18 to 2:14. High-intent calls 4–6 to 28–34 per month. Signed truck cases 0–1 per quarter to 3–5 retainers. Source: figures reported in the anonymized case study. A 35% hang-up rate on a four-step phone menu was found and fixed by routing profile calls directly to intake.

Alignment mattered more than authority spend: category, proof of local presence, plain-language pages and a clear path to a human changed how the firm appeared and converted for truck searches.

Profile, site and phone-routing changes happened close together, so the results cannot be split by cause. Figures are specific to one firm and market, and the client is anonymized. Read the full case study →

Anonymized client. Results are specific to this firm, market, and timeframe, and are not a prediction or guarantee for any other firm.

What Reporting Looks Like

A Business Report, Not a Vanity Dashboard.

A sample report should show, where the data is available:

Use a genuine, redacted sample. Do not invent data or imply that an illustrative report represents a real client’s performance.

Market Exclusivity

Clear Rules About Competing Firms.

If I offer market exclusivity, the terms will be defined in writing before engagement.

The policy must defineIn writing, before engagement
01Geographic boundaries02What counts as a direct competitor03Which services are covered04How existing clients are treated05What happens when an engagement ends
  • 01Geographic boundaries
  • 02What counts as a direct competitor
  • 03Which services are covered
  • 04How existing clients are treated
  • 05What happens when an engagement ends

Publish only after confirming that you can consistently honor this commitment.

If you do not intend to guarantee exclusivity, replace this section with a straightforward conflict-of-interest policy rather than promising one-firm-per-market coverage.

Who I Work With

A Narrower Focus. A More Useful Engagement.

A good fit

I work with U.S. personal injury law firms that want to improve their:

  • Local presence
  • Website experience
  • Inquiry-handling process
Not a fit

I am not a fit for firms seeking:

  • Guaranteed case counts
  • Purchased leads
  • Fabricated reputation
  • Reports designed to make poor performance look good
If the audit identifies a problem outside my scope, I will explain that rather than misrepresenting what the service can solve.
My Standards

Honest Measurement. Responsible Marketing.

Marketing performance depends on multiple factors. Clear measurement makes decisions better; it does not eliminate uncertainty.

I aim to:

  1. 01

    Report only what the available evidence supports.

  2. 02

    Distinguish observations from causal claims.

  3. 03

    Follow applicable Google policies and attorney advertising rules.

  4. 04

    Use appropriate permissions and safeguards for client data.

  5. 05

    Conduct monitoring and test inquiries only through lawful, authorized methods.

  6. 06

    Define deliverables and exclusions before engagement.

  7. 07

    Avoid guarantees of rankings, inquiries, signed cases, or revenue.

Find Out What Your Firm Needs Next.

Start with a defined diagnostic, a written action plan, and an honest assessment of where improvement may be possible.

Book the $497 Intake Leak Audit