What the First 90 Days Look Like Working With Array Digital

A strong start with a new marketing partner should feel like momentum, not mystery. At Array Digital, the first 90 days are designed to move you from “We need a better strategy” to “We have a clear plan, deliverables are in motion, and early performance signals we can measure.” While every firm’s goals and starting point are different, our onboarding process follows a consistent framework so you always know what’s happening, what we need from you, and what’s coming next.

Below is a look at what happens after you sign, how the kickoff and onboarding flow works, who you’ll work with, and what success looks like at the 30-, 60-, and 90-day marks.

What Happens Immediately After We Sign With Array?

Within 24 hours of signing (often the same day), you’ll receive a “Get Started with Array Digital” email from our onboarding team. This message introduces your onboarding lead and includes key people on the thread, typically your salesperson (who’s handing the relationship off) and your account manager (who will be part of your long-term team).

That email contains two critical items:

1. Your Intake Questionnaire link
2. A list of access needs (examples: permissions to your website, Google Business Profile, analytics, Tag Manager, ad accounts, and other tools depending on services)

At this stage, the questionnaire is the top priority. Access can be flexible and sometimes takes time, especially if you’re leaving a current provider, need help locating logins, or want us to walk through it together. But the questionnaire is what allows us to move forward with clarity.

What Does the Onboarding and Kickoff Process Look Like?

Onboarding starts the moment you sign, even if you haven’t had your kickoff call yet. There’s a lot happening behind the scenes right away: assigning strategists, coordinating internal timelines, identifying any special circumstances (like a hard deadline with your current vendor), and tentatively mapping your first 90 days.

From your perspective, onboarding begins with three things:

• The “Get Started” email
• Follow-up reminders and help from our onboarding lead
• A clear path to your kickoff call once your questionnaire is submitted

The Intake Questionnaire: Your Source of Truth

The questionnaire is long on purpose, and it’s worth it. It becomes the source of truth for every strategist working on your account. It tells us what you’re focused on right now (which can change quickly in a law firm), what you want your brand to sound like, which practice areas matter most, what’s changed recently, and what success should look like from your point of view.

Even if you believe your current website is “accurate,” many firms come to us during a transition: new partners, new practice areas, a new direction, a new tone, new priorities, or dissatisfaction with the current site. We don’t want to build a strategy off outdated or incomplete information. We want the most current guidance, straight from you.

If filling it out feels like a lot, we’ll help. Some firms prefer to complete it live on a screen-share call, and we can do that. The goal isn’t to make onboarding feel like extra work; it’s to start with alignment.

Kickoff Meeting Timing

Once your questionnaire is submitted (and we have a clear view of access needs), we schedule your Kickoff Meeting. Typically, this meeting happens one to two weeks after the agreement is signed, depending on how quickly items are returned and everyone’s availability.

Who Will We Be Working With on the Array Team?

You’ll have three main “lanes” of people involved early on:

• Account Manager: Present from the beginning, your account manager is your main point of contact.
• Project Manager: Will assist the Account Manager with onboarding, guiding next steps, deadlines, and coordination.
• Strategists: The subject-matter specialists for website development, SEO, content, online ads, public relations, and social media may be brought in at kickoff to ask questions and align strategy.

A typical kickoff follows this structure:

1. Sales handoff: Your sales contact opens the call, introduces the team, and formally transitions the relationship
2. Account Manager overview: How communication works, who owns what, and what to expect
3. Project Manager review: What’s been completed so far, what’s next, and any clarification needed from the questionnaire
4. Strategist-led discussion: Specialists ask questions, confirm priorities, and make sure strategies match your goals before anything goes into production

How Involved Do We Need to Be During the First 90 Days?

Firms are most involved in the first two weeks. That’s when we need your collaboration to gather information, confirm priorities, and remove bottlenecks. After the kickoff, your involvement decreases significantly because our team moves into execution.

In other words, the beginning is collaborative and will require some of your time, but it’s not meant to stay that way. We’ll lean on you early so we can run faster later.

To keep momentum high, we also establish communication preferences early. Some firms prefer email. Others prefer quick texts or short calls. We’ll match what works for you, while keeping timelines clear and projects moving.

How Does Array Tailor the First 90 Days to Our Firm’s Specific Goals and Challenges?

Our default posture is “go” because time-to-value matters. But we don’t force one pace on every firm.

We tailor onboarding in two big ways:

1. Timing and pace: If your team is slammed and marketing can’t be the top priority this month, we can slow down, reduce pressure, and move at a pace that doesn’t feel like a constant scramble. The key is transparency: if a delay will impact launch timing or early performance, we’ll make sure you understand that upfront.
2. Prioritization: If you tell us something is urgent, like a failing website, a vendor deadline, a broken conversion path, or a revenue gap, we can shift resources to meet that reality. Some firms need stability on the website first. Others need leads now. We’ll prioritize accordingly.

Tailoring works best when communication is open. If we don’t know what’s changing inside your firm, we can’t build the right plan around it.

What Does Array Focus on First?

Before any major project begins, we start with the foundation.

The Audit Comes First

After kickoff, we begin a website audit, because no other work should be built on assumptions. This phase typically takes about two weeks total.

Once the audit is completed, we can confidently build strategy and execution plans around what will actually move the needle.

Ads Often Go Live Early

Ads can often be turned on the same day as kickoff. That’s because paid advertising is usually the fastest path to early lead momentum. In many cases, firms notice an uptick quickly, sometimes within hours.

Website Build Begins After the Audit

The website is usually the largest deliverable of the onboarding period, so it starts once the audit is complete. From there, the build moves through structured stages with clear review points.

What Does Success Look Like at the 30-, 60-, and 90-Day Milestones?

Clear milestones matter because they turn progress into something tangible. During the first 90 days with Array Digital, we don’t just execute, we measure, align, and refine at specific checkpoints. The 30-, 60-, and 90-day marks each serve a distinct purpose: establishing alignment and strategic direction, moving core deliverables into production, and transitioning fully into performance mode. Here’s what you can realistically expect at each stage and how we define success along the way.

30 Days: Alignment + Strategy Approval + Early Deliverables

By around 30 days, the goal is clear alignment:

• The intake questionnaire is complete
• The kickoff is done
• The audit and keyword research are underway or completed
• Ads may already be live (if included)
• Strategy direction is being finalized

Around week three or four, many clients have a strategy review meeting. This is a major checkpoint where we present strategies before fully executing them. It’s also when we may share a homepage mockup for the website so you can see the direction, structure, and initial look-and-feel.

60 Days: Strategy in Production + Website Near Launch

By roughly day 60:

• Strategies are finalized and moving into production
• SEO and local initiatives are progressing (with some items taking longer due to verification timelines)
• The website is approaching completion

Many websites go live around this timeframe, depending on complexity and responsiveness.

90 Days: Performance Mode + Strategy Refinement

At 90 days, your firm should be in a strong flow:

• Website is live (in most cases)
• Monthly check-ins are established
• We’re refining based on real data, lead quality, call volume, practice area demand, and what your team is seeing on the ground

This period is often where strategy evolves. You may learn you’re receiving more calls for a case type you don’t want. Or you may want to adjust tone, messaging, or targeting. That’s normal and expected. The goal is to move from “launch” to “learn and improve.”

How Will We Know Things Are Working in the First 90 Days?

“Working” depends on what you came to Array to accomplish, but we establish those expectations early. During kickoff and strategy review, we clarify what success means to your firm, whether that’s:

• More leads
• Growth in a particular practice area
• Better lead quality
• A stronger website conversion path
• Improved visibility in your local market

From there, your account manager’s monthly check-ins focus on those agreed metrics and what to adjust next.

How Does Array Handle Feedback, Changes, or Adjustments Early On?

We build feedback into the process through structured review points, especially before strategies go fully into production. Strategy review meetings, website walkthroughs, and regular updates are designed to catch misalignment early, not after months of work.

And when something needs to change, we don’t make it complicated. We document the change, adjust internally, and adjust execution, so your marketing stays pointed at your real priorities.

How Does Array Keep Projects Moving and Momentum High Early On?

We keep momentum by creating clear checkpoints, moments where a project can’t progress until a key item is complete. That structure allows us to give you advance notice, set deadlines, and keep the process predictable.

We also keep you informed consistently. During onboarding, firms receive regular updates that recap what’s happening, what’s next, and what we’re waiting on, so you’re never wondering where things stand.

How Do the First 90 Days Set Us Up for Long-Term Growth?

The first 90 days are about building a foundation that lasts: strategy built from real data, a website built with SEO and performance in mind, and a communication rhythm that supports ongoing optimization.

When a firm follows the process and collaborates early, the results tend to compound. Ads create immediate visibility. The website supports lead generation. Content and online visibility strategies build long-term equity. And once you’re in performance mode, your marketing becomes something we continuously refine, not something you restart every time you want growth.

If you’re considering working with Array, the takeaway is simple: the first 90 days are designed for early momentum, while building for long-term results.

Ready to Get Started?

If you’re ready for a marketing partner that moves with purpose, communicates clearly, and focuses on measurable performance, we’d love to talk. Call us at 757-333-3021 or fill out an online contact form to get started today.