A charge starts two searches. Right now you win neither.
Someone arrested Friday night needs a bail lawyer before Saturday's hearing. The same person, released on conditions, spends the next three weeks reading, comparing, and asking an AI assistant who to retain. Two searches, two channels, one firm. This plan takes both.
Criminal defence demand arrives at two speeds.
This is the single fact the whole proposal turns on. A charge does not produce one buying decision — it produces an emergency and then a deliberation, weeks apart, on different devices, through different channels. A firm that only competes in one of them loses the file in the other.
The first 72 hours are bought, not earned
Nobody in custody scrolls to result six. The top of that results page is paid inventory, and it goes to whoever built the campaign — not to whoever has the better record. Farjoud Law currently has no Google Ads conversion tag on the site, which means no campaigns and no measurement of that window.
The three weeks after are earned, not bought
Released on conditions with a court date a month out, people read practice-area pages, compare two or three firms, check reviews, and increasingly ask an AI assistant to shortlist counsel. Ads cannot hold attention that long. Content, structured data, and reputation can.
A cost per retained file you can actually make decisions with.
Not clicks, not impressions, not a ranking screenshot. By day 90 you should be able to say what a retainer costs from paid search, what it costs from organic, and which practice areas and which municipalities pay their way. Everything after this slide is the method for getting there.
One constraint sits over all of it: Law Society of Ontario marketing rules. Every ad, landing page, and review request in this plan is written to be defensible under the Rules of Professional Conduct, s. 4.2 — and we start by fixing copy already on your site that isn't.
Thirty-one municipalities. Thirty-one pages. One template.
The footprint is right — a coherent corridor along Highway 401 from Hamilton to Oshawa, plus the 404 spine up to Newmarket. The pages exist too. What they don't have is a reason for Google to rank one over another: we read four of them, and they run 715–770 words with the same four headings and the same opening sentence with the city name swapped in.
The URLs don't agree with each other either: /criminal-lawyer-scarborough/ and /markham-criminal-lawyer/ and /oshawa-criminal-lawyer/ are three conventions for one page type. We pick one, redirect the rest, and give each municipality something only that page can say — the courthouse that hears its matters, local bail practice, and the drive from that address.
One crawl of farjoudlaw.com returned 3,081 issues.
Crawling & indexing
Redirects
Links
Images
Speed & weight
On-page
Localization
Severity above is our remediation triage, not Semrush's default weighting: 1,332 empty alt attributes count as one repeatable task, while 129 dead resources and 153 broken links are what a crawler wastes its budget on before it ever reaches a page that sells. Full crawl export accompanies this proposal.
Six things a crawler scores as fine that are costing you files
We inspected the homepage, the Toronto page, and the Scarborough, Markham and Mississauga pages by hand on August 20. These are verified, not inferred — and every one is fixed inside the scope on the next slides.
on any page
An AI assistant can't tell what you are
Every page we checked emits only WebPage, WebSite and BreadcrumbList — theme defaults. No Attorney, no LegalService, no FAQPage. Nothing machine-readable ties Arman Farjoud to criminal defence, to the GTA, or to a bail practice.
No instructions for AI crawlers
The file that tells answer engines which pages describe your practice doesn't exist. Assistants asked to shortlist criminal counsel in the GTA assemble that answer from whoever did publish one.
city swapped
Location pages compete with each other
Toronto, Scarborough, Markham and Mississauga run 715–770 words, four identical headings, and the same opening line. Titles differ, so the crawler reports no duplicates — but Google still has to pick one, and it picks yours at random.
script
Your ad-fraud protection isn't loading
The ClickCease tag ships with a malformed src — no protocol — so the browser resolves it against your own domain and gets a 404 on every page load. The plugin is installed, paid for, and doing nothing.
on site
No conversion tracking for advertising
Analytics is present and CallRail is answering, but there's no Google Ads tag and no conversion events tied to a practice area or a city. Today you cannot tell which page produced a retainer — and a campaign without that can only be guessed at.
on marketing
Copy that shouldn't be amplified as written
Live meta descriptions call the firm "the leading criminal law firm" and offer "expert counsel". Law Society of Ontario marketing rules restrict claims of quality and specialization. We rewrite these before spending a dollar driving traffic to them.
Also noted and scheduled: the homepage h1 is the words "Farjoud Law" rather than anything a person searches for, the viewport tag sets maximum-scale=1 which blocks pinch-zoom and fails WCAG 1.4.4, and the homepage ships roughly 190 KB of HTML before images.
Two workstreams, both starting at kickoff.
Nothing here waits for a rebuild. The site doesn't need replacing — it needs the dead resources cleared, tracking installed, and the conversion path fixed. That happens in weeks two and three, in parallel with the campaign build, so paid traffic never lands on an unmeasured page.
Google Ads management
- Search campaigns segmented by urgency: bail and custody, charge-specific, and municipality
- Conversion tracking installed — calls, forms, and after-hours contact, tied to page and practice area
- Negative keyword discipline against legal-aid, duty-counsel, and job-seeker traffic
- Landing pages built for the 72-hour window: one number, one action, no navigation maze
- Ad copy written against Law Society of Ontario marketing rules before it goes live
- Weekly pacing, monthly reporting on cost per call and cost per retained file
SEO & AEO
- Technical remediation: the 129 dead resources, 153 broken links, and the crawl waste behind them
- Entity and schema layer — Attorney, LegalService, and FAQPage across practice areas and locations
- Location pages rewritten one by one with courthouse, jurisdiction, and local bail detail
- Practice-area content built around real charge questions, not category labels
- AEO and GEO: llms.txt, answer-shaped content, and citation building for AI answer engines
- Authority: legal directories, local citations, and brand mentions, tracked monthly
The two workstreams feed each other. Paid search tells us within weeks which charges and which cities actually convert — and that evidence decides which location page and which practice-area page gets rewritten next, instead of a keyword tool deciding it.
Scope of work: paid search built for the first 72 hours
Criminal defence is among the most expensive keyword sets in Canada. That is exactly why structure, negatives, and call handling matter more here than budget does.
First order of business in week one: fix the ClickCease tag so click-fraud filtering actually runs. In a vertical priced like this one, a broken fraud filter is a line item, not a footnote.
Scope of work: earn the three weeks after release
Technical remediation
Dead resources, broken links, oversized pages, the blocked-zoom viewport, alt text at scale, and the homepage heading that currently says nothing.
Entity & schema layer
Attorney, LegalService, FAQPage and Breadcrumb markup connecting one lawyer to specific charges, courthouses and municipalities.
Location pages, one at a time
Courthouse that hears the matter, local bail practice, travel from that municipality, and reviews from clients there. Slugs unified, duplicates redirected.
Charge-question content
What happens at a bail hearing, first-offence impaired outcomes, what a domestic charge means for access to your home — the questions people actually type at midnight.
AEO, GEO & llms.txt
Answer-shaped content, an llms.txt that states the practice plainly, and monitoring of what assistants say when asked to shortlist GTA criminal counsel.
Google Business Profile
Categories, service list, service areas, hours including after-hours availability, photos, posts and Q&A kept active and pointed at criminal defence intent.
Authority & citations
Legal directories, Law Society and association listings, local citations, and earned mentions — the signals that separate an eight-year practice from a new shingle.
Review flow
A compliant, repeatable way to ask closed clients for a Google review, and to keep the profile answering questions rather than sitting still.
Someone is already being recommended. It isn't you.
People facing a charge now ask an assistant before they ask a search engine — and the assistant answers from structured, citable content. Your site publishes none of the signals that answer is built from, so the recommendation goes to firms that do.
Each of these has an answer today. We measure what that answer is, monthly, across the major assistants — whether Farjoud Law appears, in what position, and what it is described as. That report is the deliverable, not a screenshot of a ranking.
What we publish so it can be quoted
Question-shaped headings with direct answers underneath, FAQPage markup, jurisdiction stated explicitly, and dates on legal content so an assistant can trust it is current.
What we make machine-readable
Attorney and LegalService schema naming Arman Farjoud, the Law Society of Ontario licence, the charges handled, the courthouses served, and 24-hour availability — the facts an answer needs to name you.
What we build off-site
Citations and mentions in the legal directories and local sources these models draw from, so the recommendation has more than one place to come from.
Campaigns live in two weeks, a defensible cost per file in ninety days
Eight milestones. Each one names the business outcome, not just the task.
Three things from you, and one of them decides whether any of this pays
The list is deliberately short. Missing access and slow approvals push a launch date; a missed call at 11 p.m. loses the file outright.
Access, at kickoff
- WordPress admin and hosting
- Domain registrar
- Google Analytics 4 and Search Console
- Google Business Profile
- Google Ads (or authority to create it)
- CallRail and ClickCease
Approvals in 5 business days
Ad copy, landing pages and legal content reviewed within five business days at each milestone. You are the only person who can sign off that legal content is accurate — we won't publish a claim about Ontario criminal procedure you haven't read.
Answer the phone, always
We buy the click; the retainer is won on the call. In criminal defence the person calling is frightened and calling three firms. The first lawyer who picks up usually gets the file — so 24-hour coverage, whether by you or an answering service, is a condition of this plan working.
Two things that make the content measurably stronger and cost you nothing: the courthouses you appear at most often, and permission to reference outcomes in general terms. Reported results are worth more than adjectives — and they are what the Law Society lets you say.
Just Web Agency — results, not promises
Founded in 2007, we've spent almost twenty years on digital strategies measured by what they do to the bottom line. Our team of 34 marketers, designers, developers, strategists and technical specialists works under one roof — so you get one turnkey partner instead of coordinating vendors.
Offices in Toronto, Ontario and Orlando, Florida. Your account is run from the Toronto side — same time zone, same courts, same market you practise in.
Rated by the people we work for
Quote summary
Pricing in USD per month, excluding applicable taxes. Media spend is separate from the management fee and is not included in the totals above. Third-party costs — CallRail, ClickCease, rank tracking, hosting, plugin licences — are billed at cost or paid directly by you.
What you're not locked into
The terms are written to be easy to say yes to. These are the six that matter most to you.
Month to month
Both workstreams continue month to month. No annual contract, no multi-year term, no setup fee.
30 days' notice
Either party can cancel with 30 days' written notice. Work continues through the notice period; the current cycle is non-refundable.
You own everything
On full payment the content, creative, schema and on-site optimization are yours. The Google Ads account is created in your name and stays your property.
No markup on media
Ad spend is billed by Google directly to you. We take no percentage of it, so our advice about your budget has nothing riding on its size.
Monthly reporting
One monthly report covering spend, calls, forms, rankings, AI visibility and cost per retained file. Read-only access to every account, always. No black box.
You hold final say on legal copy
Nothing describing Ontario criminal procedure or your practice publishes without your approval. Compliance with Law Society marketing rules is a shared, documented step.
Fees are billed monthly in advance, payment due within 7 days of invoice. Paid search results respond within weeks; SEO and AEO need more than 90 days to show meaningful movement, and we recommend committing to at least that before judging the organic side. A "lead" means a unique contact who calls a tracked number or submits a managed form — duplicates, spam, solicitations and existing clients excluded. The full terms and conditions accompany this proposal and govern the engagement.
Three steps to a kickoff on August 31
Start on the 31st, campaigns are live September 15, and you have a cost per retained file on the table by December 1.
Sign below. That confirms scope, both workstreams, pricing, and the accompanying terms.
Work begins once the first month is received and account access is in hand. Media budget is set up separately, in your own Google Ads account.
We confirm access, intake and after-hours answering, priority charges and priority municipalities — then the campaign build and the first remediation wave start the same week.