I used to design products for a living.
As a product design engineer, I lived for one moment: an idea that existed only on paper becoming something you could hold in your hand. Some of those ideas made it all the way onto store shelves. I loved that work.
But I learned something hard about it. I knew how to deliver the work. I hadn’t figured out how to keep the next project coming. A project would land, I’d pour a few intense months into it, and then I’d spend months searching for the next one with no income coming in.
So I did what engineers do. I took the problem apart. I taught myself how people actually find the help they need on Google, and I started doing SEO as a freelancer.
Then a personal injury attorney named Marcus reached out. As he described his practice (the good months, the quiet months, the phone that rang in bursts and then went silent) I realized I was listening to my own story. Different profession. Same cycle.
But Marcus had already tried to fix it. He’d signed a long contract with one of the big legal marketing companies, which promised him the #1 spot on Google. Over about a year, he paid them roughly forty thousand dollars. What he got back was a stack of polished reports, links from sites no client would ever visit, and a phone that still went quiet. And the same company was selling the same package to the firms he competed against.
Forty thousand dollars. For a firm his size, that wasn’t just a marketing line item. It was a hire he never made, a year of growth he never got.
When I looked under the hood, the problem wasn’t mysterious. A crawl of his site showed technical errors keeping key pages out of Google. His Business Profile listed the wrong categories. The reports were full of rankings for searches that had little to do with the cases he wanted.
We fixed the foundation first, before writing a word of new content. Then we built pages around the injuries and the towns his clients actually searched for. Month by month, the calls started coming from people who needed exactly what he did, and for the first time he could see where each one came from.
That was when I knew what I was building. In 2017 I founded Inoriseo for law firms only, and built it around everything that went wrong for Marcus.
He was locked into a long contract with nothing to show for it, so we’re month to month, with 30 days’ notice and nothing to sign.
You should own what you pay for, so your domain, your website and your Google accounts stay yours, and every page we write for you is yours once it’s paid for.
His reports measured rankings, so ours report calls and form inquiries.
His provider sold the same program to his competitors, so we don’t take on a direct competitor of a client.
That’s how we work today, for every firm we take on.
Marcus didn’t lose forty thousand dollars because SEO doesn’t work. He lost it to an agency he had no way to judge before he paid. That’s why I wrote a book on exactly that, and why Inoriseo works the way it does.
Names and identifying details have been changed.