Revenue Problems are Reputation Problems

Michael Mogill
3 min readJul 23, 2021


Many law firm owners often convince themselves that they have a revenue problem.

I believe they’re looking at it backward.

It’s not a revenue problem. It’s a reputation problem.

They don’t have a lack of revenue…

They have a lack of reputation.

Reputation will always precede revenue.

According to one study by Search Engine Land, 70% of clients look for known brands. The number one factor that determines their likelihood of clicking your page in their search results is whether they’ve heard of you before.

Google has also found that there’s a 2X higher conversion rate on branded keywords. This is the difference between searching “criminal defense lawyer Dallas” and your law firm by name. When they’re seeking you out specifically, it’s because they know you.

Check this out:

As our team has been putting out more and more content marketing, we’ve found, year after year, that:

More people are searching for Crisp,

traffic to our site is increasing,

social engagement is going up, and

more people are talking about Crisp online.

We call this knownness.

As you can see, as we’ve been pushing out more and more content marketing year after year, our knownness has been going up.

Recently, our team was reviewing some revenue data and came across this graph of our year-over-year revenue growth.

I immediately thought about the knownness graph, so we put the two side-by-side and proved my hunch.

The two graphs, our reputation and revenue, are nearly identical.

We didn’t grow and then become known.

We grew because we first focused on getting known.

The higher your share of voice, the higher your share of the market.



Michael Mogill

Michael Mogill is Founder and CEO of Crisp Video Group, creator of the Crisp Game Changers Summit, and the author of the The Game Changing Attorney.