Lawyer marketing tips: nine fixes to pages you already have
Nine of these are corrections rather than new activities. Each one is a page your firm already publishes doing slightly less than it could: a biography opening with credentials, a contact page without a phone number, a practice page that never says how the work is billed, an answer sitting in paragraph four.
Last updated: 5 August 2026
Which pages are already there and slightly wrong?
Nine, and every one of them is an edit rather than a project.
| What most firm sites have | The correction | Roughly |
|---|---|---|
| A biography opening with an admission year and a degree | An opening line naming the kind of matter and who you usually act for | 20 minutes |
| A contact page with a form and no telephone number | A number, the hours it is answered, who answers it, and how quickly | 15 minutes |
| A practice page describing the area of law | The same page, plus how the work is billed and what governs the figure | 30 minutes |
| A page headed "areas of practice" listing fourteen items | The three the firm actually wants, each with a page behind it | An afternoon |
| A team page where no individual has their own address | One page per fee earner, each at its own URL | An afternoon |
| No date visible anywhere | A last-reviewed date on every page carrying an answer | 10 minutes |
| The answer to the page's question in paragraph four | The answer in the first two sentences, with the heading phrased as the question | 20 minutes a page |
| A homepage headline that is the firm's name | A headline naming the problem the visitor arrived with | 20 minutes |
| A downloadable file where a page should be | The same content published as a page, dated, with its own address | An hour |
These belong in one category because they share a failure mode. Nothing here is broken. Every one of these pages loads, reads professionally, and was signed off by somebody. They simply answer a slightly different question from the one the visitor arrived with, and the gap is small enough that nobody notices it in a review meeting.
That gap is expensive in proportion to what attention costs. In Philadelphia, 6,600 people a month search for a personal injury attorney and Google charges around $151.31 for one of those clicks, measured 3 August 2026 across 20 US cities. A firm reaching that reader any other way has still spent something to be there, and the contact page with no telephone number is where some of it stops.
What is missing from the contact page?
Four things, and the first is a telephone number.
A form with no number beside it asks the visitor to accept an unstated wait. That is a reasonable request from a software company and an unreasonable one from a firm somebody is contacting about a problem. The correction is four lines: the number, the hours it is answered, who picks it up, and how long a form submission actually takes to be answered.
Firms resist the fourth line because writing it down commits somebody to it, which is the point of writing it down. A same-day promise the firm cannot keep is worse than no promise, so the honest version is whatever is currently true, published, then improved.
The rest of the page should say what happens next: whether the first conversation costs anything, how long it takes, and what to have to hand. That is not persuasion, it is what a person needs in order to do what the page is asking of them.
Why does the practice page never say how the work is billed?
Because nobody was asked to put it there, and it is the most-asked question in the market.
Of the 62 questions buyers ask on these searches, 15 are price questions, measured 3 August 2026 across 40 suppliers. The same instinct follows a prospective client onto a practice-area page, and almost every one of those pages answers the law rather than the invoice.
The correction is smaller than it sounds. It is not a price list, and for most practice areas it could not be. It is a paragraph saying how the work is billed — hourly, fixed, staged, contingent where that applies — what drives the figure up or down, and what the first conversation covers. A reader who learns a matter is billed hourly at a rate depending on who does the work has been answered, even though no number appeared.
Suppliers show the same reticence. Twelve of the 40 legal-marketing suppliers we read in full on 3 August 2026 published a price at all, and five of those showed a range. The instinct is industry-wide rather than one firm's failing.
Which corrections change what an AI answer says about you?
Three of the nine, and they are the cheapest three on the list.
AI Overviews appeared on 39 of the 54 money searches we measured on 3 August 2026, and on 863 of the 1,235 keywords in the wider set. A page that is going to be summarized is read for the sentence that answers the question, so three corrections matter more than the other six:
- The answer moved into the first two sentences. A page whose opening paragraph introduces the topic offers a summarizer nothing to lift except the introduction.
- The heading phrased as the question somebody typed. A heading that is a noun says what the section is about; a heading that is a question says which question it answers.
- A visible date. A page carrying an answer and no date cannot be told apart from one left unmaintained for six years.
None of the three needs a supplier or a redesign. All three are edits to text that already exists.
How do you find your own wrong pages in ten minutes?
By reading your own site the way a stranger does, on a phone, signed out.
Open a private window on a telephone rather than a desktop, search your firm's name, and take the result as it comes. Then do four things in order: read the first twenty-five words of your own biography and ask what question they answer; find the telephone number without scrolling twice; open your busiest practice page and look for how the work is billed; and look for a date anywhere.
Write down what is missing rather than fixing it as you go. The list is usually short, and it names which of the nine corrections applies to your site rather than to firms in general.
The damaging admission: we sell page-building, and eight of the nine corrections above do not need us. They need an afternoon and whoever holds the website password. Saying so costs us the work this page might otherwise have produced.
What does it cost to have the corrections made for you?
Practice Sprint $1,450, build tier $2,900. Fixed, published, no minimum term.
The Practice Sprint is the tier that covers this kind of work: existing pages rewritten and re-headed rather than a site rebuilt. Of the 40 legal-marketing suppliers we read in full on 3 August 2026, twelve published a price, eight claimed a guarantee of some kind, and one offered work with no minimum term.
We never charge per inquiry, per case or per matter. US lawyer advertising runs through ABA Model Rule 7.2(b), adopted differently in each state, and referral fees are restricted in prescribed legal business in a way that binds the firm paying as much as the party being paid.
What this is worth where you are
In Philadelphia, 6,600 people a month search for a personal injury attorney, and Google charges around $151.31 for one of those clicks. We hold the same figures for 52 cities.
The free report gives you yours, plus which pages are missing from your site, and what 40 suppliers charge.
Where should I read next?
On the page most affected by the billing correction: marketing for family law attorneys.
If the corrections raise the question of what to publish next: blog law firm.
On who owns the edits once a firm is large enough to have somebody: marketing director for law firm and lawyer marketing expert.
On the form the contact page is asking people to complete: client intake form law firm pdf.
Frequently asked questions
What is the first thing to fix on a law firm website?
The opening of the biography page. Most begin with an admission year and a degree, and the reader is deciding whether to telephone a stranger, so the opening should name the kind of matter you handle and who you act for.
What should a contact page say that most do not?
Four things: a telephone number, the hours it is answered, who answers it, and how long a form submission actually takes to be replied to.
Should a practice-area page publish prices?
It should publish how the work is billed, which is not the same thing. A paragraph saying whether the work is hourly, fixed or staged, what drives the figure, and what the first conversation covers answers the question even when no number appears.
Why does the fee question matter so much?
Because 15 of the 62 questions buyers ask on these searches are price questions, measured 3 August 2026 across 40 suppliers, and it is the question practice pages most reliably avoid.
Which fixes affect how AI answers describe a firm?
Three: moving the answer into the first two sentences, phrasing headings as the questions people type, and putting a visible date on any page carrying an answer. AI Overviews appeared on 39 of 54 money searches measured 3 August 2026.
How do I find the problems on my own site?
Search your firm's name on a phone in a private window, check the opening of a biography, find the telephone number without scrolling twice, open the busiest practice page and look for how the work is billed, and look for a date.
Do these corrections need an agency?
Eight of the nine do not. They need an afternoon and whoever holds the website password.