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How BluShark Fits Together

BluShark Digital is a legal-focused SEO & digital marketing agency — we help law firms grow across local, organic & paid search with transparent, proven SEO. Every client runs through one loop — win them → onboard & build → grow & retain — with specialist teams doing the work behind a single point of contact. Follow the cycle, then tap any team to see what they own and how they hand off.

The client lifecycle — the loop everything runs on
01

Win

Revenue fills the pipeline — demand gen, outreach, partnerships & referrals.

02

Onboard & Build

Onboarding runs the site build with Content, Dev & Analytics.

03

Launch

Ownership flips from Onboarding to the Account Manager.

04

Grow & Retain

The AM owns the relationship; delivery teams execute & renew.

Full circle: happy, well-served clients become referrals and case-study wins — which feed straight back into Revenue & Sales to win the next firm.
The teams — tap one to see how they fit in

The whole picture

Who we are. BluShark Digital was founded by an attorney who scaled his own firm from 2 to 38 lawyers in under a decade — we apply those same growth playbooks to law firms nationwide. The mission is to lift the confusion around SEO with transparent, proven solutions. We're “more than an agency — a partner.”

What clients buy

Technical SEOContent MarketingLink Building Local SEOPaid AdsSocial Media Web DevelopmentPaid Search & Analytics

Internally, that work runs through one loop driven by two halves. The Revenue side fills the pipeline and turns services into priced products. The Delivery side does the actual SEO work — but always behind a single point of contact: the Onboarding Specialist before launch, the Account Manager after.

The connective tissue

  • One point of contact. Clients never talk to delivery teams — every request routes through Onboarding (pre-launch) or the AM (post-launch).
  • Shared systems of record. HubSpot (sales), ClickUp (delivery), Slack (client channels + escalation), Harvest (time = cost).
  • The launch is the pivot — ownership flips Onboarding → AM.
  • Tier & brand drive the playbook (BluShark / SilverShark / MedShark).

Where to start

Tap a team above. Each card shows what they own, who feeds them (←) and who they hand to (→) — that's how the loop closes. Whatever your role, find your spot in the lifecycle and learn your upstream feeder and downstream handoff.

Revenue

Stage 01 · Win

Owns new business — generating demand, building the sales pipeline, and closing new clients. Works across outbound prospecting, inbound marketing, and partner & referral channels to keep the top of the funnel full.

Cadence: Continuous prospecting & outreach · regular pipeline reviews · ongoing marketing campaigns

Key responsibilities

  • Generate & qualify new leads
  • Build and manage the sales pipeline in the CRM
  • Close new client business
  • Develop partnership & referral channels
  • Support marketing & demand-generation campaigns

How they fit in

←From: marketing, outbound prospecting, partner & referral sources
→To: signed clients hand off to Onboarding to begin the build
Where work lives: HubSpot (CRM, deals, pipeline)
How to engage: New leads & referrals flow into HubSpot for the Sales team to follow up
New-hire takeaway: Revenue starts the whole lifecycle — every client begins as a lead here, so a clean pipeline and fast follow-up are core to the work.

ProductOps (POPs)

Stage 01 · Win

Turns BluShark's services into priced, sellable products and runs the market-research, client-wins, and partnership machinery that feeds Sales and Accounts.

Cadence: Market research within ~2 business days · new-product review after Q1

Key responsibilities

  • Product rollout & pricing (Harvest cost → margin)
  • Own the SKU / pricing source-of-truth
  • Market-research ticket queue for Sales/AMs
  • Client-wins program → Marketing & Sales

How they fit in

←From: Sales/AM requests, dept heads, Harvest data, leadership approval
→To: Sales & AMs (SKUs, one-pagers, training); Marketing (wins)
Where work lives: HubSpot tickets · Pricing Source of Truth + SKU sheet
How to engage: File a HubSpot ticket for market research or a new SKU
New-hire takeaway: Nothing BluShark sells is "real" until POPs has productized and priced it — they're the bridge between delivery and revenue.

Onboarding

Stage 02 · Build

Guides a newly-signed client from contract to website launch over about 75–90 days across a 9-milestone flow — then deliberately hands the relationship to an Account Manager. The Onboarding Call is the hub event that fans intel out to every delivery team at once.

Cadence: ~75–90 days contract → launch · client follow-ups every ~2 days

Key responsibilities

  • Guide the client through the full onboarding (~75–90 days)
  • Collect client credentials, access & brand intake
  • Create & iterate website mock-ups
  • Run the Onboarding Call → brief all delivery teams
  • Drive mock-up → staging → launch, then Account Handover

How they fit in

←From: signed contract from Sales; client credentials & brand
→To: Account Manager at launch; Content / Dev / Off-Page / Analytics get the call intel
Where work lives: ClickUp · HubSpot · the team-onboarding Slack channel
How to engage: A signed contract kicks it off; the Onboarding Call briefs every team
New-hire takeaway: Onboarding is a relay, not the finish line — a temporary owner who hands off at launch.

Account Management

Stage 04 · Grow

Owns the client relationship for life. The AM is the hub that routes every request to the right delivery team with the right SLA, runs reporting & meetings, and — above all — retains.

Cadence: Monthly client reports · quarterly (VIP) / annual (SSD) reviews · meeting agendas prepped Tue & Fri

Key responsibilities

  • Single point of contact post-launch
  • Route work to delivery teams & QA it back
  • Monthly reports + Tue/Fri meeting cadence
  • Escalation (Sea Smoke), upsell, renew, save, offboard

How they fit in

←From: client at handover; client requests; delivery-team outputs; billing
→To: Content / Dev / Off-Page / Paid Ads (work orders); Sales (upsells); wins back to Revenue
Where work lives: Slack client channels · ClickUp Client Database
How to engage: Clients reach delivery only through their AM — tag the AM for any request
New-hire takeaway: The AM is the hub — clients never reach delivery directly, and retention is the core mandate.

Content

Delivery

The editing / SEO / publishing engine for client site copy. Outside writers draft; the team edits, QAs, optimizes, and publishes — and owns the monthly content deliverable.

Cadence: First content ~week 3 · monthly batches thereafter · 90-day revision window

Key responsibilities

  • Edit / QA / SEO-optimize / publish to WordPress
  • Build site plans for new client builds
  • Monthly content + strategic refreshes
  • Enforce legal-neutrality compliance

How they fit in

←From: freelance writers (via ClickUp); Content Leads' orders; Onboarding intel
→To: Dev (site plans); clients via the AM; ClickUp pipeline
Where work lives: ClickUp Content Pipeline (incl. writer submissions)
How to engage: Page & blog orders come from Content Leads via ClickUp
New-hire takeaway: It's an editing & optimization shop, not a writing shop — and legal-neutrality rules (no guarantees) are non-negotiable.

Development

Delivery

Builds and maintains clients' WordPress sites — with custom build work produced overnight by the 42 Works team and configured/QA'd by US Dev. Never client-facing.

Cadence: Overnight builds (42 Works) · dev tasks in ~24–48h

Key responsibilities

  • Site builds (staging → live), config & QA
  • Hosting / WP Engine ops, caching, security
  • Install CallRail & analytics tracking
  • Ongoing maintenance & edits

How they fit in

←From: Onboarding (pre-launch); Accounts (post-launch); Content's site spec
→To: launch-ready site back to Onboarding / Accounts — never to the client
Where work lives: ClickUp (dev tasks / home base) · the Ops Center / Site Plan sheet
How to engage: File a ClickUp task to the dev lead (via Onboarding pre-launch, the AM after)
New-hire takeaway: Launch is when ownership flips Onboarding → Accounts; clear caches after every change and treat every site as a live security target.

Off-Page SEO

Delivery

Builds off-site authority — links, citations, and local signals — that lift client rankings beyond what's on the page.

Cadence: Ongoing, monthly link & citation cadence

Key responsibilities

  • Link building & outreach
  • Local citations & GBP signals
  • Authority / Domain Rating growth

How they fit in

←From: Onboarding (GBP access); AM (audit & link requests)
→To: authority gains feed reporting & the AM
Where work lives: ClickUp · the @seoteam Slack group
How to engage: Tag @seoteam or request an SEO audit through the AM
⚠ The dedicated Off-Page process library isn't built out yet — this knowledge currently lives with the team rather than in the folder.

Paid Ads

Delivery

Runs paid media for clients across two product lines — Google Ads (PPC) and Local Service Ads (LSA) — plus landing pages, each with its own optimization rhythm.

Cadence: Mid-month + end-of-month reports · VIP clients weekly

Key responsibilities

  • Build, optimize & pace campaigns (pause-at-budget)
  • Grade LSA lead quality → feed back to Google
  • Build & QA landing pages
  • Mid-month & end-of-month reports

How they fit in

←From: AMs who pitch/sell ads; client budgets & approvals
→To: AMs (activity logs, reports); clients (lead delivery)
Where work lives: The “Paid Ads Clients” sheet · per-client Slack “Ads Activity Log”
How to engage: AMs pitch & request ads; post-call notes tag the AM
New-hire takeaway: Two distinct products (PPC vs LSA), the AM owns the client, and budget discipline is the core constraint.

Analytics

Delivery

The lead-tracking plumbing — chiefly CallRail setup and access — that makes marketing attribution clean and reportable. Clean tracking data is the product.

Cadence: Set up at onboarding · feeds monthly client reporting

Key responsibilities

  • CallRail setup (transfer vs share-access)
  • Separate HIPAA account for medical clients
  • Number porting & notification routing
  • Spam filtering for clean attribution

How they fit in

←From: client account data; setup requests from Onboarding/AM
→To: clean call/lead data feeds client reporting & the AM
Where work lives: CallRail (standard + HIPAA accounts)
How to engage: Notify Jill to accept CallRail access invites for a new client
New-hire takeaway: CallRail is the system of record for call leads; HIPAA clients use a separate account, and access invites are accepted manually.

Glossary & decoder

The language you’ll hear in week one. The full list lives in the BSD Agency Glossary →

Brands & contracts

Full SEO
Comprehensive package — work across all departments
BluShark
Law-firm (non-medical) clients
MedShark (MSD)
Medical clients (plastic surgeons, dentists)
SilverShark (SSD)
Entry-level / lower-tier package
VIP
$15–30k/mo accounts, higher-level deliverables
Elite
Strategic, high-value or flagship accounts
PB (Price Benowitz)
Seth Price’s firm — BluShark’s CEO

Team & culture

Shark
A BluShark employee
Virtual Assistant
A contracted employee (also “Assistant”; don’t abbreviate to “VA”)
42 Works
India dev partner handling website builds
Shark Summit
Company-wide on-site event
Friendship Friday
Weekly virtual team meetup

EOS

L10
Weekly 60–90 min structured team meeting
IDS
Identify, Discuss, Solve (issue-solving)
Rock
A 90-day priority with a clear owner

Common acronyms

GBP
Google Business Profile
NAP
Name, Address, Phone
PA / PI
Practice Area / Personal Injury
Geo
The firm’s main target location
SERP
Search Engine Results Page
GSC
Google Search Console

Paid & off-page

LSA
Local Service Ads (top-of-Google service ads)
PPC
Pay Per Click (Google Search Ads)
PMax
Performance Max (all-network campaign)
CPL
Cost Per Lead (a lead = call or form)
DA
Domain Authority (0–100 strength score)
3-pack
The local map results in Google
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