Phoenix Synergy2432 W. Peoria Ave.

Suite 1022Phoenix, Arizona 85023www.phoenixsynergy.com

April, 14, 2005

Today’s meeting

Interactive Informative Discovery for us

Local company in business since 2001 Core Competencies;

– Internet Marketing– Data Security– Application Development– Systems Administration

PhoenixSynergy

PhoenixSynergy’s focus is on our client's business. By understanding these business requirements we can respond to clients' complex business challenges through consistent methodologies, to meet those requirements with the most cost effective solution

Our Philosophy

PhoenixSynergy IM engagements

Major airlines International shipping firms Multiple financial institutions Food service suppliers Tire suppliers Major advertising entities Major shoe manufacturers Major business center entity Insurance providers

Internet Marketing and the Legal Profession in Arizona

We regularly do research on industry segments/professions

We generally see trends in most segments/professions but have not within legal

The legal professions is wide open in regards to utilizing the Internet to converted prospects to clients

Extremely lucrative market-high ROI Internet search results for the legal profession within

Arizona currently has no dominant player

Why we selected

Markets Aggressively Visibility through commercials Understands the value of marketing Understands that marketing is important in growing

your business Markets aggressively Einstein Law Currently advertises in the following;

– Yellow Pages– Television– Print media

Simple-we have 3 criteria– Is there a market– Can we penetrate and impact that market – Is there a good ROI

Internet Marketing-Criteria

Internet Marketing-Philosophy

NSO-Natural Search Optimization Use PPC only when necessary or to mitigate

the first 90 days Two step process

– Research– Campaign

Internet Marketing-What is it

Research Strategy Development Implementation Analysis Campaign!! Campaign!! Campaign!!

Internet Marketing - Research

Information Gathering– Understanding the clients’ business model,

objectives, and target audience– Traffic patterns, marketing objectives, specific

sales and conversion goals– Analyze competition– Understand clients intentions when they search

Internet Marketing - Analysis

Tracking and Reporting– Obstacle Analysis Report (OAR)– Link Analysis Report (LAR)– Breadth of Keyword Phrases– Position Analysis Reports (PARs) – Traffic Analysis

Benchmarking and Baseline Continual Improvement

Internet Marketing - Research

Obstacle Analysis– Educate the client to understand the backend

criteria of search engine spiders when crawling a website

– Assist in removing and working around the obstacles, which prevent spiders from crawling and indexing every page

– After in-depth analysis of the website as-is, provide an Obstacle Analysis Report (OAR) to detail the website’s initial challenges, providing recommendations on how to remove or resolve these issues

Internet Marketing - Research

Keywords and Keyword Phrases– Determining appropriate pages for optimization– Analyzing each current webpage, understanding

current words and phrased used throughout the site

– Evaluating the “theme” of each selected page; the theme will determine appropriate keywords for the program

– By continually analyzing frequently used keyword phrases one can identify intent and proactively form the sites marketing message

Internet Marketing - Research

Linking Strategy– Determines the value of current external links and

provides recommendations on enhancing those links or obtaining appropriate new links

– Assess the website architecture for internal link improvements

– Evaluates and make recommendations based not just on visitor navigability, but on Search engine spider accessibility and readability

Internet Marketing - Implementation

In consideration of an IT Team’s time and schedules, PhoenixSynergy makes the implementation process as painless as possible, by providing a CD with the optimized code ready to be “cut & paste” into the existing HTML. PhoenixSynergy is available during this stage to aid in technical support or as an informational resource, even available onsite to assist in the process if necessary. Once launched, PhoenixSynergy thoroughly reviews the code to ensure quality, accuracy, and completion.

Statistics

Average Revenue $5,00040% 0.10%

Keyword top 10 Search Count Competition Ratio Competition Hits if #1 Likely hits Relevance Convertions Potential Sales/Moarizona lawyer 4605 3,430,000 0.134% 3 1,842.00 921.00 8 7.37 36,840.00$ phoenix attorney 1953 1,610,000 0.121% 2 781.20 585.90 8 4.69 23,436.00$ arizona attorney 1281 6,670,000 0.019% 4 512.40 128.10 9 1.15 5,764.50$ arizona dui law 957 738,000 0.130% 2 382.80 287.10 9 2.58 12,919.50$ phoenix lawyer 876 709,000 0.124% 2 350.40 262.80 8 2.10 10,512.00$ arizona personal injury attorney 570 2,110,000 0.027% 3 228.00 114.00 10 1.14 5,700.00$ all law firm phoenix 534 817,000 0.065% 2 213.60 160.20 9 1.44 7,209.00$ phoenix arizona dui lawyer 525 70,300 0.747% 1 210.00 210.00 9 1.89 9,450.00$ arizona dui lawyer 495 695,000 0.071% 2 198.00 148.50 9 1.34 6,682.50$ arizona employment law 453 6,970,000 0.006% 4 181.20 45.30 5 0.23 0

23.93 118,513.50$

Keyword 10-20 Search Count Competition Ratio Competition Hits if #1 Likely hits Relevance Convertions Potential Sales/Mocriminal lawyer phoenix 435 371,000 0.117% 2 174.00 130.50 10 1.31 6,525.00$ arizona attorney dui phoenix 393 81,100 0.485% 1 157.20 157.20 8 1.26 6,288.00$ arizona dui attorney 372 641,000 0.058% 3 148.80 74.40 8 0.60 0arizona criminal attorney 351 2,580,000 0.014% 3 140.40 70.20 8 0.56 0arizona bankruptcy law 348 1,170,000 0.030% 3 139.20 69.60 8 0.56 0arizona mesothelioma attorney 342 1,180,000 0.029% 3 136.80 68.40 8 0.55 0phoenix dui lawyer 327 84,600 0.387% 1 130.80 130.80 8 1.05 5,232.00$ arizona criminal lawyer 324 2,370,000 0.014% 3 129.60 64.80 8 0.52 0arizona drunk driving attorney 285 219,000 0.130% 3 114.00 57.00 8 0.46 0phoenix dui attorney 285 132,000 0.216% 2 114.00 85.50 8 0.68 0

7.53 18,045.00$

Natural vs. Pay Per click

Natural – More searchers click the natural search engine results versus the

pay per click ads, so you’ll get much more traffic for less.– Long term results means little-to-no acquisition cost.– Keyword Spread is much wider, allowing broader audience– The versatility of a Dominant site allows it to react quicker to new

campaign efforts

Pay Per Click – Immediate results– Costs increase over time– Increasing Keyword Spread requires more investment– Unable to Use Drug related (vioxx zyprexa) phrases

Natural-vs.-PPC Cost of Acquisition

0

1000

2000

3000

4000

5000

6000

0 2 4 6 8 10 12 14

Natural COA

PPC COA

Natural-vs.-PPC Clients

0

5

10

15

20

25

0 2 4 6 8 10 12 14

Natural Clients

PPC Clients

Keyword Phrases

Identify Intentions

Term-Examples

Broad– Law– Legal

Target– Phoenix– Arizona– Peoria– Scottsdale

Descriptor– Dui – Injury– Bankruptcy

Sale– Attorney– Lawyer– Firm– Practice– Representation

Great Keyword Phrase Targeted traffic High conversion rate Measurable success Very high PPC Cost

Phoenix DUI Attorney

Research equals

A defined strategic roadmap to success

A successful Campaign

Dominant Site– Versatile– Widespread– High Ranking– Influential

Long term, low cost acquisitions Long term, low cost conversions Increasing conversions decreasing cost

Internet Marketing

PhoenixSynergy’s 3 criteria– Is there a market-YES– Can we penetrate and impact that market-YES

– Is there an ROI-YES

Success

Your success is truly our success