Step 1: Who it is for
A 2 to 15 person SEO agency selling local SEO retainers.
- You sell ongoing SEO work, not one-off audits.
- You can show a before-and-after for a practice-area page.
- The founder or one senior person still does the selling.
The offer
Local SEO retainer: practice-area pages, location pages and a review routine
One plain line about what you sell and who it helps. Write yours just as plainly.
Step 2: Ideal customer
The businesses this recipe is built for, and the ones that look right but are not.
- Industry
- Personal injury and accident law firms
- Size
- 1 to 10 attorneys, one office
- Place
- One metro area at a time
- Wins clients by
- Referrals and local search
- Decides
- Managing partner or office manager
- Worth it when
- A single new case covers months of your retainer
Leave out
- Firms that already have a page per practice area and per location
- National firms and franchises with a central marketing team
- Firms whose site footer credits a marketing agency updated this year
Step 3: Why they need you now
The visible reason this kind of business needs you now. Open every email with it.
Every practice area on one page
A firm cannot be found for "truck accident lawyer" if no page is about truck accidents. This is the core of what you fix, and the partner can check it in ten seconds.
A reason they can see for themselves beats any amount of personalisation. If you cannot name it in one sentence, the business is not ready for your email yet.
Step 4: Keep or skip
Judgement calls you make before a single email is written.
Keep
- Clearly a good fit for your offer
- At least one practice-area or location page clearly missing
- A working website you can quote from
Leave out
- Already has a page per practice area
- Part of a multi-state firm or network
- No way to reach a named person or a general inbox
The one-line test
Can you name the missing page in the first sentence without guessing? If not, skip it.
Step 5: Email templates
The shape to approve against. Each real draft is written from that business's own research; brackets show what the research fills in.
Template A
Missing practice page
The firm lists several practice areas on one page.
Subject [practice area] page for [firm]
Hi [first name],
Your site lists [number] practice areas on one page, so someone searching for a [practice area] lawyer in [city] lands on a page about everything.
Firms your size usually get found by giving each case type its own page with the questions clients ask. That is most of what we do for law firms.
If it is useful, I can sketch what a [practice area] page for [firm] would cover. No cost, and you can keep it either way.
[Your name]
Template B
Few reviews
Practice pages are fine but the review count is low for the firm’s age.
Subject Reviews for [firm]
Hi [first name],
[Firm] has been practising since [year] and has [number] public reviews. Clients comparing two firms tend to pick the one with the longer track record on show.
We set up a simple routine that asks happy clients at the right moment, inside the rules your bar sets.
Worth a 15 minute call to see whether it fits how your office works?
[Your name]
Follow-up
Follow-up (send by hand)
No reply after 4 to 5 working days. Reply in the same thread.
Subject Re: [original subject]
Hi [first name], one more idea and then I will leave it.
I looked at the [city] firms that show up for [practice area]. Each has a page for that case type alone. Happy to send the three-line outline for yours.
[Your name]
The reason comes first, the offer second, one easy question last. In ExtrovertAI, every draft is written for that one business and waits for you: edit it, approve it or skip it. Nothing sends without your yes.
Step 6: Objection replies
The replies that come back most, and a short honest answer to each. You can paste a reply into the app to get a drafted answer, then edit it.
They say “We already have someone for marketing.”
Makes sense. Is that person also writing the practice pages? If they are, I am happy to send the outline so they can use it.
They say “How did you find us?”
I was looking at personal injury firms in [city] and read your site. The practice areas page is what stood out.
They say “What does it cost?”
It depends on how many pages you need. A one-page sample is free, and I can give you a fixed price for the rest after a short call.
They say “Not right now.”
Understood. Would it help if I checked back after [month]? I will not add you to any list.
Step 7: What to measure
What to record so you can tell whether this works for you. No benchmarks: compare your own batches week to week.
Track thisReply rate per batch
Replies divided by emails sent, counted per weekly batch.
Track thisPositive replies by signal
Tag each lead with the signal you led with and compare.
Track thisCalls booked per 100 sent
Count calls from the outcome log against sends.
Track thisBounces and opt-outs
Keep both near zero. A rise means tighter qualification or a slower pace.
Step 8: Weekly routine
Tick as you go. Change one thing each Friday, never three.
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Step 9: Run it with ExtrovertAI
Everything above is yours to do by hand. ExtrovertAI does the legwork, in three layers.
Layer 01
Signal Radar
Local businesses with a visible reason to need you.
Layer 02
Reason Engine
One personal email per business, written from its reason.
Layer 03
Inbox Autopilot
Sends from your own mailbox, safely, only what you approve.
Run this playbook on real businesses.
Start with 20 free credits, about 4 leads, no card. You approve every email, and it sends from your own mailbox.