Local Digital Marketing Proposal
Prepared for Potter Padilla & Pfau | Tal Freibergs | Graphic Design + Marketing | [DATE]
This proposal puts the firm's real-world standing to work online: accurate business listings, an active Google Business Profile, and a steady flow of client reviews, with an optional growth track for the firm's website and paid lead channels.
The focus throughout is Social Security Disability, SSI, and SSDI — the areas where a specialized, appeals-focused strategy has the clearest path to results. Employment law is not part of this engagement, but can be scoped as a future phase.
Two plans are offered below. Both build on the GBP work already in progress.
Plan 1
Foundation
The core of local visibility: an active, optimized Google presence, clean and consistent business listings, and a working review program. This is the plan for establishing momentum and measurable baselines.
Citation audit, cleanup & monitoring
Citations and local associations are the priority in this plan — the foundational trust signals that everything else builds on.
- Competitive citation audit: a comparison list of the firm's current citations vs. competitors', showing where competing firms are listed, where the firm isn't, and the available opportunities
- Cleanup of newly surfaced citations: the initial cleanup already completed covered the listings identified at that time. This audit uses a citation discovery tool to surface additional existing listings, then a paid listing-cleanup service to actually correct up to 20 of them. Where a duplicate or outdated listing can't be edited directly, the service works with the directory to have it merged or removed instead
- End-of-term re-verification: citations are re-checked once at the close of the engagement to confirm they remain accurate; during that check, reviews on secondary platforms are also checked and any new reviews flagged for a firm-approved response
Google Business Profile management
- One post per week — case-relevant education, firm updates, and local content. A simple photo-only post (new office photo, a courthouse shot, etc.) will be added to the photo gallery — no extra charge for keeping it simple. A new testimonial is considered to be a GBP post
- Posts link to the firm's website pages and posts, driving traffic to the pages built to convert it
- Business categories and services list — already set in prior work — checked against the new keyword research and re-aligned if anything's changed, so the profile and the website describe the firm's practice the same way. Since Social Security Disability covers many distinct claim types, there's room to keep expanding this list: as each additional Service is added to the profile, I add a matching page to the website covering that specific claim type. Google reads that pairing as a signal — GBP Service and website page saying the same thing — that the firm is a genuine local authority on the subject, not just a general practice
Two optional add-ons complement this work: Local Authority Link-Building and Review Guidance — see Add-ons below for both.
Local Ranking Grids ("Map Pack")
The "Map Pack" is the 3-listing panel Google shows at the top of local searches, pulled directly from Business Profiles — it's how the firm's GBP work actually translates into visibility. Ranking well here means showing up in that panel when someone nearby searches for help.
- Baseline Map Pack report covering the firm's main category keyword plus the Practice Area Service terms being built into pages that term (5–6 keywords), re-run at the end of the term to show movement
I'm tracking your ranking at 169 points spaced one mile apart, covering a 12-mile-wide area — roughly a 6-mile radius from your office. That reaches from La Cañada Flintridge down through Glendale, out to Azusa/Covina, and across into Boyle Heights/East LA — essentially the entire San Gabriel Valley market you're competing in.
[Image placeholder — drop in a real Map Pack grid screenshot here, e.g. the firm's current #1 keyword ranking, before sending]
Measurement & compliance
- Google Analytics tracking setup and monitoring, with full dashboard access
- Website privacy policy update for tracking disclosures
- GBP Performance Report, delivered monthly
Practice Area pages
Since the original site project was design work, not SEO, there are several clear opportunities to improve — starting with the firm's existing Practice Area pages.
- 2 Practice Area / Practice Area Service pages built or updated per month — roughly 6 pages across the 90-day term, prioritized by the keyword and grid data above
- Each Practice Area page matches a Google Business Profile category, and each Practice Area Service page matches a Google Business Profile service under that category — so the website and the profile confirm each other, a core local ranking signal. For example: the "Social Security Disability" Practice Area page matches the firm's "Social Security Attorney" GBP category, and a "Disability Appeal" Practice Area Service page matches the "Disability Appeal" service listed under it
- Pages are structured to interlink with each other and with the firm's existing site content, mirroring how established competitors build topical authority through site architecture rather than page length alone — and laying the groundwork for future supporting articles as the site grows
- Content is written to be clear and easy to understand. Optimizing that content for AI tools like ChatGPT and Google's AI Overviews — schema markup, AI citation verification, and gap-filling content — is available as the AEO Audit + Content add-on
Foundation investment: [$X] | Term: 90 days
Plan 2
Fast Track
Fast Track includes Plan 1 services plus additional services, to improve ranking in the Map Pack at a faster pace:
- Citation audit, cleanup & monitoring (as described in Plan 1) — plus citation expansion, up to 50 new citations (detailed below)
- Google Business Profile management (as described in Plan 1) — 2 posts per week instead of 1
- Local Ranking Grids / Map Pack tracking (as described in Plan 1) — the firm's full set of Practice Area Service keywords tracked monthly, instead of 5–6 keywords checked once at baseline and once at term end
- Measurement & compliance (as described in Plan 1) — no change
- Practice Area pages (as described in Plan 1) — 6 pages built or updated per month instead of 2
- New: bylined case study and educational content (detailed below)
Citation expansion
- Up to 50 new citations on directories selected for authority and topical relevance, drawn from the opportunities identified in the competitive citation audit
Case studies & educational content
- One monthly case study post and one monthly appeals-educational post, bylined and written in Wendy's voice, using a short input template she fills out per post (case summary, challenge, approach, outcome)
- Case studies are anonymized, consistent with California Bar Rule 1-400 on client testimonials and case results
- Excerpts of both posts will be repurposed into GBP post content, linking back to the new post on the website
Fast Track investment: [$X] | Term: 90–120 days
Roughly 1.7× the Foundation price for close to 2.5× the pace across posting, page-building, and citations — economy or speed, the choice is the firm's.
Optional — either plan
Google Local Services Ads
Google's pay-per-lead program places the firm in the top section of search results with a "Google Verified" badge. Unlike Pay-Per-Click ads, the firm pays only for actual leads — calls and messages — not clicks, and the client calls the firm directly instead of landing on a website where they may or may not take action. This is the fastest lever available: qualified calls typically begin within weeks of approval.
Google assigns the firm a dedicated, trackable phone number for the ads, which forwards directly to the firm's existing line — no new phone system required. This also means every LSA-generated call is tracked separately, so lead volume and cost per lead can be measured cleanly against other channels.
- Account setup, screening/verification management, and profile optimization
- Ongoing lead review, dispute filing for unqualified leads, and budget management
- Ad spend is paid directly to Google by the firm and set at the firm's discretion
Google LSA campaigns typically start around $500/month in ad spend for a realistic starting budget.
Google periodically offers promotional ad credit for new Local Services Ads advertisers. See current offers and pricing on Google's LSA page →
Setup is included here; ongoing day-to-day lead review and dispute management can be handled by me, by firm staff following a short handoff, or split between us — worth deciding once the firm sees lead volume in practice.
Setup: [$X] | Ongoing management (if retained): [$X/mo]
Watch this example video of LSA search results
Optional — either plan
AEO Audit + Content
AI tools like ChatGPT and Google's AI Overviews now answer many searches directly, without the person ever clicking to a website. Most competing firms haven't started paying attention to this yet (see "Looking ahead" below).
More and more, AI agents are the ones reading a website first — researching on a person's behalf, then presenting the summary that person actually acts on. Content needs to be built for that machine reader, not just a human one.
This add-on checks one thing: is the firm actually showing up when AI tools answer disability-related questions? And if not, what would it take to fix that?
The audit goes through the firm's priority topics one by one. Where a page already covers a topic, it checks whether that page is structured in a way AI tools can actually cite — if not, that's an edit. Where nothing covers a topic yet, that's a gap — a new article.
- A report on whether the firm is currently being mentioned by ChatGPT, Perplexity, and Google's AI Overviews for its priority search terms — and whether competitors are being mentioned instead
- A comparison against the same competitors already used in the citation audit
If the report finds real gaps, fixing them is priced separately — from a small edit to an existing page, up to a full new page, depending on what's actually needed. Ordering more than one gets a discount.
Recommended approach: order the audit and one fix first. See how it performs before ordering more — this proves the process works before any bigger commitment.
Audit Report: [$X]
Copy augmentation (per article): Starting at [$X], quoted based on size
Optional — for Local association & sponsorships
Privacy.com Virtual Card Setup
Registering and paying for each association or sponsorship individually takes time — with several local organizations likely worth joining, that adds up to more than a couple of one-off payments. If that time is better spent elsewhere, I can handle this task for you. Privacy.com issues virtual cards linked to the firm's bank account, each capped at a spend limit the firm sets in advance. I place the orders; the firm never shares its actual card or banking details, and any card can be closed instantly if needed.
- The firm can set this up directly at no cost
- Even with paid setup, the office manager will need a few minutes to link the firm's bank account and create the virtual cards herself, since that step requires the firm's own banking credentials
- A walkthrough video is provided for this step if the paid setup option is chosen
- Each virtual card is capped at a spend limit the firm sets in advance
Account Setup (if handled by me): $45
Optional — either plan
Local Authority Link-Building
Real local organizations — a Chamber, a disability nonprofit, a professional association — double as both SEO backlinks and referral relationships, something a generic directory can't offer. Established competing firms accumulate dozens of these over years; it's part of how they built their current local search advantage.
Note: if you do not want this, I urge you to join the Pasadena Chamber of Commerce immediately. The report below will explain why.
- A report of all viable candidates — local business and professional associations, community sponsorship opportunities — with pricing where available, ranked by citation and referral value
VIEW SAMPLE REPORT DATA →
Two illustrative examples below show the format the full report follows.
[Local Chamber of Commerce] (Membership)
Category: Chamber of Commerce
Opportunity Type: Annual membership
Cost: [$ per year]
Visibility Provided: Member directory listing, networking
access, local credibility signal
Firm Relevance: High local-business trust signal relative to
cost
Priority Score: [X/5]
Recommendation: [Example: pursue immediately — inexpensive,
high local relevance]
[Local Disability Nonprofit] (Sponsorship)
Category: Disability Services
Opportunity Type: Sponsorship / community partnership
Cost: Sponsorship levels available (priced separately)
Visibility Provided: Sponsor recognition, organization profile,
website mention, community exposure
Firm Relevance: Alignment with disability advocacy and
SSDI/SSI clients
Priority Score: [X/5]
Recommendation: [Example: high-priority paid opportunity —
strong audience overlap]
Note: this report identifies marketing and citation opportunities. It isn't legal advice — the firm should independently confirm that any specific membership, sponsorship, or listing is appropriate under applicable Bar rules before pursuing it.
Report: [$X]
Membership dues and sponsorship fees are paid directly by the firm to each organization. If the firm would rather not handle registration and payment for each one individually, I can take care of it — every order is approved by the firm before it's placed, either way. Two ways to handle payment: a spend-limited virtual card (see Privacy.com Virtual Card Setup below), or I charge it to my own card and bill the firm for reimbursement — in that case, any card rewards earned are mine to keep.
Account setup and profile entries: [$X/hr – min 1/4 hour incr.]
Optional — either plan
Review Guidance
Reviews influence conversions more than ranking, and increasingly shape how AI tools like ChatGPT and Google's AI Overviews describe the firm — which makes Google and Yelp both worth tending, not just Google. The goal is consistency, not volume: a steady flow of recent reviews on each platform, every one answered.
Recency and responsiveness outweigh raw review count, both for local ranking and for how AI tools currently weigh review signals.
Client contact information stays with the firm throughout. I provide the ask process, templates, and response management for both platforms; the firm's own staff handle day-to-day client contact. Everything is built to stay compliant with FTC guidance and each platform's review policies — full process detail is laid out in the deliverable itself once this is scoped.
System setup: $125
Looking ahead
These are outlined here for planning purposes, not priced or committed — scoped when the time is right. (Fair warning: an extreme amount of research sits behind each one. Read at your own risk →, or bookmark it for later.)
- Call coverage — after-hours or business-hours voice coverage to stop missing calls competitors are already missing. More detail →
- Answer Engine Optimization (AEO) — going deeper on getting cited inside ChatGPT, Perplexity, and Google's AI Overviews. More detail →
- Conversational search — why content built to directly answer full questions is winning both traditional and AI search. More detail →
- Capture & qualification — downloadable resources, lead forms, and a confidentiality-aware screening quiz. More detail →
- Spanish-language pages — professionally translated pages for the share of prospective clients who search and communicate in Spanish. More detail →
- Expansion to other cities — once the firm has genuine, verifiable local authority in a city (real membership, real presence — not just a page claiming relevance), building Practice Area pages for that city becomes a safe, defensible move rather than a doorway-page risk. More detail →
Choosing a plan
| Foundation | Fast Track | |
|---|---|---|
| Citations | Audit + cleanup, up to 20 | Audit + cleanup, plus expansion — up to 50 total |
| GBP posting | 1 post/week | 2 posts/week |
| Local Ranking Grids | Baseline + end-of-term snapshot | Multiple keywords, tracked monthly |
| Practice Area pages | 2 built/updated per month | 6 built/updated per month |
| Case studies | Not included | Bylined monthly case study + educational post |
| Speed of results | Steady, economical build over the engagement | Roughly 2.5× the pace on posting, pages, and citations |
| Investment | [$X] | [$X] |
Review Guidance, Local Authority Link-Building, and Google Local Services Ads are available as add-ons with either plan — see Add-ons above.
Term, payment & approvals
- Engagement term: as specified under the selected plan above, beginning on receipt of initial payment
- Payment schedule: to be finalized once the firm selects a plan, in milestone installments tied to the selected term
- All public-facing content — posts, pages, review responses — is submitted to the firm for approval before publication
- All accounts, content, and assets created under this engagement belong to the firm
Tal Freibergs | Graphic Design + Marketing
tal@trezian.com | (714) 713-5129