Hugh Everett — Digital Growth ProposalOverview
A two-part plan: paid acquisition built around DUI and assault intent in Ontario, and a long-term organic and AI-search program for oncriminallaw.com.
Rather than spreading budget across the full criminal-defence practice, the campaign starts where intent is highest and the search language is most specific. Two service areas carry that intent most reliably.
Searches in this category are urgent, time-boxed and overwhelmingly commercial. People search within hours or days of a charge, and the vocabulary is unusually precise — which makes the keyword clusters tight and the ad targeting efficient.
A broader category with several distinct sub-intents. Each sub-type carries its own search language and its own emotional register, so creative and landing-page messaging are segmented rather than generic.
Each service area is built as a cluster of high-intent queries — offence, consequence, location and stage-of-process — so that budget concentrates on searches that convert rather than research traffic.
Paid traffic goes to dedicated landing pages built for these clusters — one for DUI, one for assault — not to the existing site. Each page has one job: turn a qualified search into a consultation request.
Every stage is tracked — impression, click, page engagement, form or call. That is what makes a defensible cost-per-lead benchmark possible after the discovery period.
Starting narrow is deliberate. Two clusters produce enough volume to learn from quickly, while keeping spend concentrated enough that the data is readable. Additional practice areas are added once the first two have a proven cost per lead.
Impaired-driving volume is concentrated in Toronto but spread across every regional centre in the province. Nine markets outside Toronto carry enough volume to justify their own geographic targeting.
Market-sizing estimates. Figures are estimated 2023 impaired-driving incident counts by Ontario market. Incidents are not charges laid, retained matters, or a forecast of lead volume — they indicate the relative scale of each market for campaign targeting and budget weighting.
Bars are scaled to Hamilton, the largest regional market. Toronto is shown separately above because it is roughly six times the next market and would flatten this scale.
Assault is by far the larger of the two service areas. Toronto accounts for close to two thirds of the volume across the markets listed, with eight further centres carrying meaningful addressable demand.
Market-sizing estimates. Figures are approximate annual violent-crime victim counts by Ontario market. Violent crime is a broader category than assault, and victim counts are not charges laid or defendants seeking counsel — these figures indicate relative market scale, not available case volume or expected leads.
Bars are scaled to Kitchener–Cambridge–Waterloo, the largest regional market. Toronto is shown separately above because it is roughly eight times the next market.
Four stages, each with a single job. The point of the structure is that nothing depends on the existing website — the funnel can launch, be measured and be optimised on its own timeline.
Building a dedicated funnel rather than driving traffic to oncriminallaw.com means the paid programme is not blocked by, and does not interfere with, the website replatforming described in Part II.
The conversion assets the entire paid programme depends on. Two separate pages — because a DUI search and an assault search are not the same conversation, and one page cannot answer both well.
A general practice-area page has to serve every visitor. A page built for a single cluster can match the exact language of the search, remove every competing link, and put the consultation request in front of someone who is often deciding within minutes. Splitting DUI and assault also lets each page be tested and improved on its own conversion data.
Tracking is configured before the first dollar of media is spent. Without it, the three-month discovery period produces spend but no benchmark.
The recommended monthly media budget for getting into market and generating enough data to make confident decisions.
Search campaigns against the DUI and assault clusters — the highest-intent inventory available. Carries the majority of the budget because this is where people actively look for representation.
Reach and retargeting across Facebook and Instagram. Reaches people who researched and hesitated, and extends coverage in regions where search volume alone is thin.
Spend during this window is buying information as much as leads. The following are all tested and refined before any performance claim is made:
A working planning figure — not a guaranteed price, and not a commitment.
The campaign will have enough volume to establish a reliable benchmark. At that point we can answer, with evidence rather than estimate:
At a media budget of approximately $15,000 CAD per month, a $120–$160 CAD cost per lead would translate to roughly 95–125 leads per month — in the order of 280–375 leads across the three-month discovery period.
Illustrative arithmetic, not a forecast. This figure is shown only to make the cost-per-lead range tangible. Actual lead volume depends on auction competition, seasonality, creative performance and conversion rate, none of which can be known before the campaign runs. No lead volume or lead price is guaranteed.
Ongoing management and optimisation of the lead-generation campaigns across Google Ads and Meta Ads, through the discovery period and beyond.
Management during the discovery window is deliberately hands-on. The account is restructured as evidence arrives rather than left to run — underperforming clusters are cut early, promising ones are expanded, and creative is rotated on a fixed cadence. The output of this period is a documented cost-per-lead benchmark and a clear recommendation on where budget should sit going forward.
Media budget of approximately $15,000 CAD per month is paid directly to Google and Meta and is separate from this management fee.
Part II focuses on oncriminallaw.com. Where paid media buys attention for as long as the budget runs, this programme builds an asset the firm owns — visibility that persists across traditional search, local search, and the AI systems that increasingly sit in front of both.
Improving organic rankings, authority, technical performance, content depth and overall visibility in search results.
Structuring the site so search engines and AI systems can understand, extract and reference the firm's expertise directly in their answers.
Google organic results, Maps and the local pack — still the largest single source of intent-driven organic enquiries for a criminal-defence practice.
AI assistants and answer engines that return a synthesised response rather than a list of links. Being the source they draw from is the objective.
AI-generated overviews appearing above traditional results. Inclusion depends on structure and clarity as much as on ranking position.
SEO and AEO are not separate programmes. The same content and technical work serves both — AEO is largely a discipline about how that work is structured and expressed.
The site has real substance behind it — a large page count, genuine practice-area depth and structured data already in place. The constraint is the platform it sits on.
WordPress provides a stronger and more flexible foundation for everything the SEO and AEO programme needs to do over the following year.
Replatforming is the foundation, not the campaign. Moving to WordPress does not improve rankings by itself. It removes the ceiling that would otherwise cap the twelve-month programme.
A controlled migration. The priority is preserving everything the current site has earned while removing the constraints that limit what comes next.
With roughly 216 URLs in play, the redirect strategy is the highest-risk element of the migration and is treated as such — mapped page by page, tested before launch, and monitored afterwards. Rankings and indexed pages are protected first; improvements come after.
The lead-generation landing pages and campaigns run independently of this work, so paid performance is unaffected by the migration window.
Begins working from Month 4, once the WordPress foundation is live and stable.
Organic and AI visibility compound. Content published in Month 5 is often at its strongest in Month 10; authority built early is what makes later content rank faster. A month-to-month view of this work measures noise. The programme should be evaluated over a sustained period — with quarterly checkpoints against leading indicators, and a full assessment at the twelve-month mark.
No specific rankings, traffic levels or enquiry volumes are guaranteed. Organic and AI search results are controlled by third-party systems whose behaviour changes continuously. What is committed to is the work, the measurement and the transparency of both.
Two tracks running in parallel: paid acquisition producing leads from Month 2, and the organic foundation being built underneath it.
Every component, with agency fees and advertising spend clearly distinguished. All figures in Canadian dollars.
| Component | Type | Timing | Investment |
|---|---|---|---|
| Part I — Lead Generation | |||
| Landing pages — DUI + assault | Agency fee | One-time · 2 × $1,600 · 1–2 weeks | $3,200 |
| Recommended advertising budget | Media budget | Monthly · paid to Google & Meta | ≈ $15,000 / mo |
| Campaign management | Agency fee | Monthly · from campaign launch | $3,000 / mo |
| Estimated cost per lead | Estimate | Working figure, not a guarantee | $120–$160 |
| Discovery period | Timeline | From campaign launch | 3 months |
| Part II — SEO & AEO | |||
| Wix → WordPress replatforming | Agency fee | One-time · approx. 2 months | $12,000 |
| AEO & SEO programme | Agency fee | Monthly · begins Month 4 | $5,000 / mo |
| Recommended commitment | Timeline | Evaluated over the full term | 12 months |
The same numbers, grouped the way they will actually be committed.
Both are agency fees. Delivered across Months 1–3.
The $15,000 / month is a recommended media budget paid to the advertising platforms — not an agency fee. Cost per lead is an estimate, not a guarantee.
Agency fee. Begins Month 4, after the WordPress foundation is live.
The recommended approach combines immediate lead generation with long-term organic and AI search visibility. Lead generation is designed to create measurable opportunities in the short term through the DUI and assault campaigns, while SEO and AEO build a sustainable digital acquisition channel over the following twelve months.
A dedicated funnel goes live, campaigns start producing enquiries in Month 2, the WordPress foundation is built and migrated, and the discovery period ends with a documented cost-per-lead benchmark rather than an estimate.
Organic and AI search visibility compounds on a platform built for it — content clusters, structured data and authority that keep working whether or not media budget is running that month.
Happy to walk through any part of this in detail — including how the discovery budget is split across channels and how lead quality will be reported back to the firm.
anton@justwebagency.com