A personal letter from the leading law firm SEO expert and Black Fin founder, Gerrid Smith.

Why the little things make the biggest difference in your law firm’s online success.

Think about it…

  • The smile and warm greeting by your receptionist.
  • The amount of time it takes for you to answer a call.
  • The amount of time it takes you to return calls.
  • The level of confidence that you portray when you’re speaking with a client.
  • How often you follow-up with new information on a client’s case.
  • What you wear and how you present yourself.
  • What your employees wear and how they present themselves.
  • And on and on…

We live in a world that loves to criticize everything. Some of the most popular shows on TV today, think American Idol or Dancing With The Stars, have judges critiquing every aspect of the contestants’ performances.

The bottom line: the more you focus on the little things that play a part in your success, the more successful you will be.

That's me
That’s me

My father taught me this lesson long ago, and I’ve spent years focusing on it within my business. There are over 250 factors that Google looks at when they visit your website. Then, there are over 100 factors that a client will subconsciously look at when they visit your site. Is your logo professional? Are your contact details above the fold? Do the images enhance your brand? Is it obvious who you are and what you do? Can a consumer figure this out within 10 seconds of landing on your website?

Let me tell you a secret

It’s no longer “good enough” to rank #1 in Google. Your competitors are just a click away and consumers SHOP for lawyers like they shop for everything else online. You have to rank well to compete, but you have to build trust and understand conversion optimization to WIN.

I’ve spent the last seven years studying over 500 law firm websites to determine the core factors for success. There is a huge time and resource commitment for me to incorporate these factors into your business. I could give you a free website, but that website wouldn’t generate business for your firm.

You have to ask yourself this question

Do you want to do the minimum to get by, or are you looking to actually grow your law firm from the web? If you just need a website to fulfill some desire in your heart, then I would encourage you to check out Odesk.com or Fiverr.com, or even a local design company, for a cheap website. But if you want to grow your law firm using the 100+ principles, tactics and strategies I’ve been using to dominate online marketing for over 6 years in the legal industry, then we may be a fit.

BEWARE: We are NOT the cheapest company in this industry. But dollar for dollar, we WILL provide you with the highest ROI.

Dissecting Conversion Elements from Client's Website
Dissecting Conversion Elements from Client’s Website

Our clients care about success and ROI. If they spend $1 and get $15 back, they will take those numbers to the bank all day long.

I believe that you get what you pay for. I believe that cheap jeans are cheap, and so are the jeans. Any Tom, Dick or Harry can build you a website and pretend to promote it in Google. But very few people truly know the factors that build trust, generate authority, and ultimately persuade someone to call you instead of your competition. Very few.

I have to say this because the last few attorneys who have contacted me are much more interested in cheap stuff that doesn’t work over quality stuff that does.

It takes a lot of my time and resources to make you successful. Over time, I’ve gotten very picky about who I work with. I look for lifelong clients. The kind of client that wants to work with the same Internet marketing company for life. Not because they are tied into a contract, but because they genuinely enjoy working with the firm.

If I haven’t scared you away yet, I want to share a few things that make my company different than the rest.

No Contracts Since 2007:

Since starting this business six years ago, I have always believed that our results should speak for themselves. That’s why I don’t require anyone to sign a contract with us. My philosophy is this: If you’re not happy with our services, you shouldn’t be locked-in to working with us.

Our Focus on Your ROI:

Because our success depends on your success, we view the services that we provide in a very different light, when compared to other competitors. Everything that we do must provide a positive return on your investment. The truth is, just about anyone these days can create a website, but there are hundreds of factors that separate a successful website from a non-successful website – and we know what it takes for your website to rank well in the search engines and convert those visitors into clients.

A Company of Experts:

I have maintained the attitude that people make the difference between highly successful companies and those that are less successful. When hiring for a new position, it’s not uncommon for me to scan 40-50 resumes before finding the right applicants who I want to interview. I’m not looking for someone that wants a “job,” I’m looking for an expert who wants to be a leader in his or her field of expertise. Because of this, the people who work with Black Fin are located across the globe. From California to Ohio and Florida, to the Philippines – we only work with the best of the best!

If You Aren’t the Authority – I’m Not Happy:

Most Internet marketing companies are satisfied with a single listing on the first page of Google, or targeting a single geographic market. I want to be upfront with you and say “that’s NOT me.” I want to help you grow your law firm. I want to help you rank multiple listings in Google for your main keyword. I also want to help you dominate multiple geographic areas for your primary practice area. You’re not looking for a website and SEO because it’s the “normal” thing to do in 2016, you want it to bring in business, and that’s what we want for you.

“Just like my personality, our pricing is very simple and straightforward.”

Screen shot of our internal website standards document that ensures each website has the 75 core essentials for persuasion
Screen shot of our internal website standards document that ensures each website has the 75 core essentials for persuasion

Conversion Focused Web Design:

Starts at $4,500 and goes up, depending on customization and features. All of our websites are built on the #1 most popular content management system (CMS) online – WordPress – and they are ALL mobile responsive. With up to 50 percent of your traffic coming from mobile devices, this is crucial to your success online. Our sites are beautiful, load fast and convert prospects to clients.

Authority-Building SEO:

Starts at $2,000/month and goes up to about $20,000/month, depending on your niche and competition. If you’re wondering whether or not we have what it takes to rank – I have between 5-7 listings on the first page of Google for “law firm SEO expert.” No other company comes close.

We also offer content writing, video marketing, PPC, 3rd party listing promotion, social media management and more.

I’ve laid it all out there for you. Unlike the rest of the online world, you know exactly who you’re dealing with and what I charge.

Does it seem like we would be a good fit? If you want a team of sharks handling your online marketing attack, fill out our form today. My assistant or I will contact you to schedule an appointment.


Gerrid Smith
Founder, CEO, & Chief Strategist
Black Fin

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Client Review


"I cannot be happier with Gerrid Smith and Black Fin, and highly recommend their services."

- Seth Gladstein, Gladstein Law Firm

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