Glossary

Optimizing content so AI assistants and answer engines cite your firm when users ask legal questions in natural language.

Attorney approval of marketing copy and ads before publish to align with state bar advertising and solicitation rules.

Dynamic phone numbers that attribute inbound calls to marketing channels for accurate ROI reporting.

Google's page experience metrics (LCP, INP, CLS) that influence rankings and user trust on mobile and desktop.

Total marketing spend divided by signed cases or retained clients, the metric LexGrow reports in plain English each month.

Marketing spend on a channel divided by the signed cases that channel produced, a truer measure of value than cost per lead or cost per click.

The full funnel of attracting, educating, and converting prospects, SEO, content, paid media, reviews, and nurture working together.

Experience, Expertise, Authoritativeness, and Trust: the quality signals Google evaluates for Your Money Your Life topics including legal advice.

Structuring site content, schema, and authority signals so large language models surface your firm in generative search results.

The public listing that powers your firm's map pack presence, reviews, photos, and local discovery on Google Search and Maps.

The share of inquiries a firm converts into consultations and signed cases, often the biggest growth lever for firms that already have demand.

LexGrow's exclusive lead-generation add-on that delivers pre-screened, territory-scoped inquiries for qualifying practice areas.

Google's pay-per-lead ad unit for eligible legal categories, shown above traditional search ads with a Google Screened badge when verified.

The block of three local business results with a map on Google, critical for law firms targeting city and neighborhood queries.

Crediting every marketing touchpoint on the path to a signed case, first click, last click, or weighted models, instead of only the final interaction.

A dedicated URL explaining one area of law (e.g., DUI, divorce) with intent-matched copy, FAQs, and conversion paths.

Paid ads shown to people who already visited your site or engaged with your brand, keeping your firm top-of-mind during the hire cycle.

Revenue attributed to advertising divided by ad spend. For law firms this is most meaningful when measured against signed-case value, not lead counts.

Structured data added to pages so search engines and AI systems understand entities like attorneys, FAQs, and local businesses.

Tracing a signed case, as reported by the firm's CRM, back to the marketing source and touchpoints that produced it, so budget follows cases, not clicks.