Author Archives: Edward Kundahl

About Edward Kundahl

[ BusinessCreator ] is the evolution of Ed’s experience consulting with SMBs in digital marketing to bring clients total local and mobile search marketing dominance. It is a commitment to succeed for clients. We continue to evolve and push the limits of the internet, seeking the most effective and affordable techniques to bring new business to our clients in a more competitive economy.

Call-Only Google AdWords For Attorneys

SEO or SEM For A Law Firm? 

Many law firm owners struggle with how, when, or if to use search engine optimization (SEO) and search engine marketing (SEM) to generate leads and grow their firm. While both tactics are beneficial, several factors need to go into the decision-making process—depending on each law firm owner’s goals and budget.

SEO works best for law firms first starting out or establishing an online presence for the first time. When designing a website, getting your law firm on local listings, and creating social media pages for your law firm, SEO is the best strategy. It’s important to utilize SEO to show search engines that your firm’s information is consistent and prevalent across multiple platforms. You can also build SEO for your law firm by consistently publishing relevant content that is valuable to your audience.

SEM comes into play when your law firm website is ready to “wow” customers and get them to contact you or make a purchase. Many law firms jump the gun too early and do not take the proper time to implement strong website design practices first.

SEM uses paid search campaigns such as Google AdWords to show an ad for your firm when certain keywords are used by customers searching for your services. When your website is ready to receive and convert leads, you will want to track which keywords perform best, when is the best time to display your ad, which target audience converts best, and how much you can afford to bid for paid search leads. This can all be a lot to manage, but it’s necessary to succeed with paid search.

AdWords And Phone Calls-Call Only Campaigns

Call extensions let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions. Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension. You can also create call-only campaigns.

The newer call-only campaigns take time to setup properly but can result in a much lower client acquisition cost. To get phone calls to your firm, set up a call-only campaign to encourage clients to call you by clicking or tapping your ad. With call-only campaigns, you bid to drive calls to your law firm instead of clicks to your website. You can set your ads to show only when your firm can take calls, so you won’t miss an opportunity to connect with your potential clients.  With these campaigns, you can use CPC bidding based on the value of a call to your business. You can also add your existing phone information to your new ads and attach select extensions to your call-only campaigns.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Taps on these ads will only generate calls — they won’t link to a website. These ads are very flexible with how they can appear. To optimize for mobile and enhance performance, your ads may not always show every line of text you enter when setting up your campaign. Likewise, select extensions, which are available for call-only campaigns, may also be hidden in order to make the most of the smaller screen space on mobile devices.

If you feel that your small law firm is ready for SEM, make sure that you have the time and resources to dedicate to your campaign and your online presence. Your campaign needs to have the right keywords and descriptions, but also effective tracking and analytics so you can monitor performance and conversions. Remember, do not let your social media presence, content marketing, and website suffer at the expense of your ad campaign!

One of the most important differences between SEO and SEM is that SEO takes time, whereas SEM provides more immediate results. You may want calls and clicks fast, but you must dedicate work to your online presence to motivate customers who click on your ad to give you their law firm. SEO and SEM work best when used together.

When used properly, SEM can help your law firm achieve its lead generation goals. Enlisting the help of a professional can also be a wise investment.  BusinessCreator/ForLawFirmsOnly has a team of SEM Marketing Pros that can create and manage your Google AdWords and Facebook campaigns for you!

Edward Kundahl, Ph.D., M.B.A.

Ed can be reached at (or visit his websites)


5 Stories That Also Didn’t Win Their Conference Championship — See Also

Alabama-football-logo.pngBUD LIGHT AD HAS BROKEN THE FOURTH WALL: Joe explains how to write a C&D that also helps the corporate brand. Dilly, Dilly.

DAVID BOIES IS JUST IN THE BARREL RIGHT NOW: I feel almost like I need to remind people that David Boies, as far as we know, didn’t actually sexually assault anybody — his clients allegedly did. Then again, Boies doesn’t need me to defend him, he got paid quite enough to be the hatchet man for alleged sexual predators. Hope he’s enjoying the fruits of his labors. Kathryn explains the latest accusations here.

THE NEW YORK A.G. IS INVOLVED IN A HUGE PROSECUTION: If you want to get the cops, you have to get the prosecutors enabling them. I explain how NYAG Eric Schneiderman is trying to do just that.

JOHN DOWD CLAIMS HE WROTE THE TWEET WHERE TRUMP ADMITTED TO OBSTRUCTING JUSTICE: Not that I believe him. But the fact that a lawyer would even try to convince us that he purposefully incriminated his client just shows you where we are in this country. Joe explains.

PRE-LAW STUDENT LIVING IN A VAN TO CUT COSTS: No, this isn’t a sketch, it’s real life. But Staci will show you the sketch.

Write or Fade Away as a Designer

Every week a new article comes out preaching to designers the necessity of learning to code, sales, or . If you don’t learn one of these indispensable skills, your career is bound to crash and burn. Why? Because of the looming AI insurgence or some other whacky theory.

While these articles may be accurate (in a very far future), the main reason we spill these warnings and encourage the learning of new skills is either to earn extra cash, feel more secure in our own job, or to avoid a sense of Imposter Syndrome.


The real question should be: What skill provides the biggest gains for the least amount of effort? And the answer is: Writing.

Don’t believe me? Just read what five top designers had to say about the importance of writing and the effects it’s had on their careers.

Eyal Zuri – Writing Doesn’t Have to Be Serious

Eyal-Zuri.pngEyal Zuri is best known for Muzli, which was acquired by InVision, partially due to Zuri’s consistent blogging. He publishes around 16 articles a month after looking for new ways to grow Muzli. Zuri quickly realized that creating great content is an easy way to generate more traffic.

This article generated a lot of buzz, causing significant growth in all of our channels. It’s funny, lighthearted, and not binding, which are keys to a good article.

“I don’t really write. My articles are based on inspiration only,” Zuri said. “It allows me to create a relatively large amount of content that people love to consume.”

Paul Jarvis – Write to Boost Doing What You Love


After 20 years of designing, Veteran Designer Paul Jarvis spends most of his time writing and teaching today. This isn’t surprising, since writing has made him $400,000 in just 18 months. In fact, his most recent course sold out in minutes after writing just one newsletter.

Jarvis made excuses for years before deciding to blog.

“To be honest, I made every excuse in the book to not write for years. I kept telling myself I wasn’t a writer, so I had no business writing,” Jarvis said. “Then I realized that was a total BS excuse. All it takes to be a writer is to start writing. That’s it. So that’s what I did—starting my first book and a regular writing practice for articles. It snowballed from there, and now I spend as much or more time writing as I do designing.”

So how does a designer, who isn’t a writer, become such a damn good one? Jarvis, who still doesn’t consider himself a good writer today, says “Just write for the audience you want to have.”

“Help them with the things they struggle with, worry about or wish they knew more about. Don’t write for other designers unless they’re your target audience, and they probably aren’t,” Jarvis advises.

According to Jarvis, his posts work because they aren’t specifically selling something.

“My articles are entertaining and educational about a specific point, for a specific audience, so that I could paint a picture of what they were struggling with, help them in some small way, and then mention that if they needed further help, my paid courses were available.”

Before Jarvis the teacher, Jarvis the designer wrote posts for potential design clients, like this one.

“As my job changed to more of a teacher, articles that spoke directly to the pain I was trying to solve with the courses I teach help me sell those course – like this one (used for Chimp Essentials).

Nick Babich – Writing Brings Opportunities


Nick Babich, developer/designer hybrid, usually writes research-packed posts, based on his work experience.

Babich tries to publish six articles, between five and seven minutes long, every month. Why between five and seven minutes? Because this way you only need to write the most important details, and also, because you don’t want readers to get bored.

Like Jarvis, Babich’s writing has provided him with a multitude of opportunities, such as a speaking gig at Push Conference.

“It was such an amazing event! I had a lot of inspiration and new ideas from this experience, and most of them will be in my future posts,” he said.

Matt West – Write About Passions That Outweigh the Fear of Writing


Matt West, author of HTML5 Foundations, tries to publish between two and three articles a month, but sometimes he goes for long periods of time without writing anything, when there just isn’t anything to share.

While there are loads of books on how to improve your writing, West simply focuses on reading a lot.

“Read the work of writers you admire, and pay attention to their use of language, how they structure sentences and how they present their ideas. You can learn a lot by simply surrounding yourself with great work.”

For a while, West lost his passion to write, when writing became more of a chore. It wasn’t until he was presented with the opportunity to author a book on HTML5 that his desire to share his knowledge outweighed his dislike of writing.

West recommends writing about topics you’re passionate about; not only will you do your best work, but you’ll also feel like you aren’t doing work at all.

“Don’t try to please everyone, be opinionated, and stay focused on your core idea. If you put something out into the world, and nobody disagrees with you, then you’re probably not saying anything worthwhile.”

Andrew Graunke – Director of Design at Toptal


Toptal’s Design Director Andrew Graunke connects the world’s top designers with businesses looking to hire. Graunke’s favorite part of writing is how it allows you to connect with new people.

“By proposing a new design for Crunchbase, I was able to open a public dialogue with Crunchbase CEO Jager McConnell, who commented ‘…loved your blog post! Lots of good ideas in there – many of which depended on us building the search/list functionality we just launched with Pro. Exciting times ahead!.’”

While this may not seem like a huge deal to outsiders, it certainly does to Graunke.

“The work I do takes buy-in from all parties, and even the smallest opportunities look like the biggest opportunities to me,” he said. “Will Jager McConnell leverage our Toptal network to build out design and dev teams? This one’s yet to be seen, and the hashtag’s on me.”

These are just some of the examples of designers getting great results by writing. I couldn’t interview myself but I got my current job as the Lead Editor of the Design blog @ Toptal by one of the founders of Toptal reading one of my articles on Medium and reaching out to me.

Challenge yourself to write

These are just a few examples of designers reaping great results from writing. Now, it’s your turn.

Perhaps you can begin by leaving a thoughtful comment on someone else’s article.

From there, challenge yourself to write an article of your own. Then write one more and another and another. You get the picture.

The most difficult part is starting, so don’t wait until you find the perfect idea. And don’t edit while you write, or you’ll drive yourself crazy.

The more you write, the easier it gets.

To get started, ask yourself: What point do I want to make? And just go from there.

This post was written by Michael Abehsera, Designer for Toptal.

Celebrate The End Of 2017 With Above The Law

Holiday-Party-300x226.jpgIf you haven’t made plans to join us next Thursday for our annual holiday party, then what’s wrong with you? Our parties are always a good time with free drinks, some food to nibble on, and the sympathetic ears of the ATL staff ready to hear all about your upcoming exam schedule or your grueling 2500-hour year.

We spend the whole year talking to you through our keyboards and we’re eager to thank you in person for reading.

This year we’ll be hosting at Axiom’s loft in SoHo, placing us in the happy middle ground between the Midtown and Downtown firms.

Here are all of the details:

When: Thursday, December 7, 2017
Where: Axiom, 295 Lafayette St, New York, NY 10012
Time: 6 p.m. – 9 p.m.

Space is limited, so make sure you RSVP.