HighWay Marketing

[HighWay Marketing @HWMarketingCo]

Our bar, stated publicly: work that misses the standard gets redone, off your invoice. Ask any vendor what mechanically happens when their work isn't good. The pause tells you everything.

[HighWay Marketing @HWMarketingCo]

Law firm sites we inherit: "related posts" widgets linking truck accidents to divorce. Authority leaks and silos blur. Remove the widgets and hand-place hierarchical links. Tested.

[HighWay Marketing @HWMarketingCo]

Six months, one client: $122,777 media plus $21,000 in fees, so $143,777 all in. 137 signed clients. $1,049 each all-in, $896 on media alone. Quoted fees $525,050. If your agency can't build that row, the reporting is decoration.

[HighWay Marketing @HWMarketingCo]

Benchmarks: $1.2k/mo is roughly 12-20 hrs of work. $3k/mo is 30-50. Ask how many hours your account actually got last month. If it's six, you're renting software, not buying marketing.

[HighWay Marketing @HWMarketingCo]

Google's mobile AI local pack shows 2 businesses instead of 3, and in tracked versions it doesn't show phone numbers. If the call is your sale, watch this closely. Fewer slots, less contact info, more summary.

[HighWay Marketing @HWMarketingCo]

Getting cited by AI as a firm: cross-source consistency, genuinely original substance, current schema types (Attorney is deprecated, use LegalService and Person), specific reviews. Anyone guaranteeing AI visibility can't inspect what they're promising.

[HighWay Marketing @HWMarketingCo]

A tracking audit on an account we manage found one booking action that had fired 127 times. It came from six actual people. Every cost-per-lead downstream was fiction. Bad tracking usually flatters an account, which is why nobody checks.

[HighWay Marketing @HWMarketingCo]

Big-agency telephone game: you, then an account manager, then a ticket, then a strategist, then a contractor. Every handoff drops 20% of the meaning. We removed the handoffs.

[HighWay Marketing @HWMarketingCo]

New April 2026 Google rules most firms missed: you can't ask clients to name a specific attorney in a review, and you can't give staff review quotas. Both are now explicit violations.

[HighWay Marketing @HWMarketingCo]

Ask a legal marketing giant how many PI firms they represent in your metro. Somebody's retainer is buying last place. One firm per market here. It isn't complicated.

[HighWay Marketing @HWMarketingCo]

First 48 hours of every audit: tracking, Google Business Profile, money pages, search terms report, intake. The same five leaks, nine of ten businesses. Check the bucket before the spend.

[HighWay Marketing @HWMarketingCo]

We wanted to post cost per booked job for a home services client. We can't, because the CRM-to-ad-platform link isn't live, so that number sits blank in our own reporting. An agency that only ever has good news is managing your feelings.

[HighWay Marketing @HWMarketingCo]

AI cut routine SEO work from ~15-20 hrs/mo to ~5-8. Real. So ask your agency: did your invoice drop, or did the labor just quietly leave? Two honest answers exist. A flat invoice with vanished hours isn't one.

[HighWay Marketing @HWMarketingCo]

Most under-optimized page on law firm sites: the attorney bio. Also, schema won't give you stars or rich results. There's no legal rich result. It helps machines identify you correctly. Worth doing, not magic.

[HighWay Marketing @HWMarketingCo]

We turned down a retainer last month. Marketing multiplies operations, it can't replace them. An agency that never says no is filtering for billable, not winnable.

[HighWay Marketing @HWMarketingCo]

Took over a firm's ads from a big national agency and found a third-party tool throttling their own daily spend. They were paying for budget they couldn't use. Removed it, and they hit a record $200k month.

[HighWay Marketing @HWMarketingCo]

Ask your agency: "Show me every page you touched last month, itemized."

We once found dynamic keyword insertion putting a competitor's name in a client's own ads. It explained months of confusing calls.

That's not genius. That's somebody reading the ads.

[HighWay Marketing @HWMarketingCo]

HVAC folks: Q4 is decided in September. Pages need weeks to rank and ads need data before the spike. "Getting ready in November" loses every year.

[HighWay Marketing @HWMarketingCo]

68% of US searches ended with no click in early 2026, up from 60% in 2024. What still earns clicks: the Map Pack, answers a summary can't give, and people searching your name. Build the last one.

[HighWay Marketing @HWMarketingCo]

LSA reality check: "Google Screened" became Google Verified in Oct 2025. Weekly lead disputes were deprecated in 2024. Proximity is out of the ranking docs. And LSA is moving into Google Ads as pay-per-lead PMax. Back up your reports first.