The same two law firms are a path. They do not send next quarter’s subpoena.
The lawyer who sent the last file is not sitting this one. The GC who needs a statement tonight is already looking. Google for the buyer. LinkedIn for referring counsel. Not a letter into the event.
Law-firm and GC referrals have a hard ceiling. Incidents are lumpy. Referrers send what they see. The statement is due in hours. Writing to companies before the referral arrives is the wrong program for this practice.
What is actually broken
The event is the trigger. The GC searches for a firm that will survive the board packet. Adding another referring law firm does not put you in that search, and writing into the inquiry is the wrong ethics conversation. Forensic practices on this hub can still be outbound. This one cannot.
How the campaign runs
Google ads for the buyer in the event, GCs on one theme; PE operating partners and communications officers on the other. Keywords are always custom to the work you actually do. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.
Foundational work in parallel: the website, local directories, and general search appearance, so the click survives a board packet. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.
LinkedIn ads aimed at referring counsel: CLE and lunch-and-learns for law firms that send crisis work after they cannot keep it. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.
Ads produce inbound while the problem is live. Foundation is why the buyer or a referring lawyer trusts the firm enough to call. How this is scoped lives on the Visibility Program.
Why we're not generalists
Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.
Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.
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How fast this can run
We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.
Lawyer-to-lawyer, in select circumstances
Direct mail or similar correspondence to referring counsel can be part of the work in select circumstances. It is not a list of GCs managing an active crisis. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run.
How this is billed
This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.
A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.
Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.
What is not included
We do not build a list of companies in an inquiry. We do not write, mail, or phone GCs who did not ask. We do not draft the statement. Forensic accounting, engineering, and BCP stay outbound. Ransomware and data-breach are different problem pages. They are not this problem.
Program pages
Visibility Program
The full model: what you pay, what we bill, and who this actually fits.
Paid search
The mechanics behind the click: keywords, spend, and a retainer that scales with it.
Online profile development
What a buyer checks after the click and before the call: directories, bios, and reputation.
Industry counterpart: Crisis PR.
A subpoena is not a correspondence window.
Google for the GC. CLE and lunch-and-learns for referring counsel. Not outbound into the crisis.
Discuss Our Visibility Program