Lawyer marketing tips: three corrections for UK firm sites
Fix three things already on the site rather than adding new activity: the bio that opens with credentials instead of an answer, the fee range with no basis, and the contact route that fails on a phone. 863 of 1,235 keywords in this programme carry an AI Overview, measured 3 August 2026.
- SRA rules in force
- SRA Transparency Rules in force since 6 December 2018
- Keywords with an AI Overview
- 863 of 1,235, or 70%, measured 3 August 2026
- London immigration click price
- 2,900 searches a month at around £18.75 a click, measured 3 August 2026
- Cost of a hundred clicks
- £1,875 at £18.75 a click, arithmetic rather than a forecast
- Suppliers publishing a price
- 12 of the 40 read on 3 August 2026, and 5 of those gave a range
- Order of the fixes
- Contact route first, then the fee page, then the biographies
Last updated: 5 August 2026
Why does a bio that opens with credentials lose the reader?
Because it answers a question asked third with the first thing on the page.
The standard fee earner biography opens with the year of admission, the university, the panel memberships and the professional bodies. All of it is true and none of it is what the reader is doing on that page. They arrived from a search about their own circumstance, and they are trying to work out whether this person handles that circumstance and what it would be like to speak to them.
The correction is one paragraph and it costs nothing:
- Before: admitted in a given year, member of two panels, degree from a named university, joined the firm from another named firm.
- After: one sentence naming the work this person actually does, one sentence on what a first conversation covers, then the admission year and the panels underneath, unchanged.
Nothing is deleted. The credentials still persuade a reader wondering whether this person is any good; they were simply placed above the reader who had not got that far.
A damaging admission: we cannot show you that this change produces more instructions. We have no before-and-after data for any firm and neither does anybody who quotes you a percentage for it. The argument is that the page currently answers a later question first, which is observable on the page itself, and that is the whole of the claim.
What is wrong with a fee range that has no basis?
Two numbers with nothing between them tell the reader which end to fear.
A fee page that gives a lower and an upper figure and stops has left the reader to guess where they fall, and people guess towards the top. The information that makes a range usable is not a narrower range — it is the reason the range exists. What moves a matter from one end to the other: whether it is contested, how many parties there are, whether a third party is slow, whether the work is standard.
| What is on the page now | What to change it to | How long it takes |
|---|---|---|
| Two figures and no explanation | The same two figures, plus what moves a matter between them | An afternoon per work type |
| A price with no scope | The same price, plus what is included and what is charged separately | An afternoon |
| No indication of timing | When the fee is payable, and what happens if the matter stops early | An afternoon |
| A range published once, undated | The same information with the date it was last reviewed | Minutes |
The last row is the one firms skip and the cheapest of the four. An undated fee page cannot be told apart from an abandoned one.
The SRA Transparency Rules have been in force since 6 December 2018 and require price publication for specified work types; whether a given piece of work is inside that list is a question for the firm and its own advisers. We never say a firm is made compliant by anything we write. What we can say is that of the 40 legal-marketing suppliers we read in full on 3 August 2026 — businesses selling to firms, not firms themselves — 12 published a price at all and 5 of those gave a range rather than a figure. The discomfort is not confined to law.
What does a contact route that fails on a phone actually cost?
The enquiry, silently, with nothing in any report to say it happened.
This is the least interesting of the three corrections and probably the most expensive. The usual failures are mechanical: a telephone number that is text rather than a link, so it cannot be tapped; a form asking for more fields than the enquiry needs; a map above the contact details, pushing them below the fold on a small screen; an address block that is an image and cannot be copied.
Each of those is a fix measured in minutes by whoever maintains the site. The reason they persist is that the people who check the website check it on the machine they work at.
The cost is real money because the traffic is not free to replace. In London, 2,900 people a month search for an immigration solicitor at around £18.75 a click, measured 3 August 2026. A hundred clicks bought at that price is £1,875 — arithmetic on the two figures, not a forecast — and a contact route that fails on a phone spends it without producing a conversation.
Which of the three should be fixed first?
The contact route, then the fee page, then the bios.
That order is about how much of the work belongs to somebody else. The contact route is technical and needs nobody's approval. The fee page needs figures out of the firm's own systems and a sign-off, which is not a writing problem. The bios need each fee earner to read their own and agree to a change. Start with the one that needs no meetings.
What should a firm stop adding?
Anything that creates a recurring obligation before the standing pages work.
The advice this profession is given tends towards new activity: a podcast, a monthly newsletter, a video series, a presence on another platform. Each is defensible on its own and each creates a commitment that outlives the enthusiasm. A firm with an unanswered fee question on its website and a partner recording a fortnightly podcast has invested in reach and left the destination unfinished.
The test worth applying to any suggestion: does this improve something a person already arriving at the firm's site will read, or does it try to bring somebody new to a site that is not ready? 70% of the keywords in this programme carry an AI Overview — 863 of 1,235, measured 3 August 2026 — which means a page that does not answer its question directly is increasingly summarised rather than visited. Fixing the destination has got more important, not less.
What does it cost to have this done?
Price Transparency Pack £890, ten working days. Firm Site £2,400, Firm Site+ £4,200, Authority Build £6,900. Retainers £600, £1,200 or £2,400 a month with no minimum term, and £700 off a build taken with six months of retainer.
All three corrections here can be done in-house by whoever maintains the site, and we would rather say so. Of the 40 suppliers we read on 3 August 2026, 1 offered work with no minimum term. We cannot promise a ranking and neither can anybody else.
What does this traffic cost to buy in your city?
In London, 2,900 people a month search for immigration, and Google charges around £18.75 for one of those clicks. We hold the same figures for 52 cities.
The free report gives you yours, plus which of the pages the rules ask for are missing from your site, and what 40 suppliers charge.
Where can I read more on fees and law firm advertising?
Two direct answers, if you want the shorter version: what is the best way to advertise a law firm? and what are the marketing ideas for small law firms?.
On the fee page specifically: what the SRA transparency rules actually require on a website, which of your services the price rules cover, and what has to appear on each page, and complaints information, the Legal Ombudsman and the SRA digital badge: what belongs where.
Frequently asked questions
What is the single cheapest marketing fix for a law firm?
Making the telephone number tappable and the contact details reachable without scrolling on a small screen, which needs no approval from anybody and takes minutes.
Why should a fee earner biography not open with credentials?
Because credentials answer a question the reader asks third, while they arrived asking whether this person handles their circumstance, so the fix is to move the credentials down rather than remove them.
What makes a published fee range useful?
Not a narrower range but an explanation of what moves a matter from one end of it to the other, plus what is included, when the fee is payable and the date the page was last reviewed.
Does a firm have to publish prices?
The SRA Transparency Rules have applied since 6 December 2018 and require publication for specified work types, and whether a given piece of work is inside that list is a question for the firm and its own advisers rather than for a supplier.
Which correction should come first?
The contact route, because it is technical and needs nobody's sign-off, then the fee page, then the biographies, which are slow for organisational reasons rather than technical ones.
Should a firm start a podcast or a newsletter?
Not before the standing pages answer the questions people already arrive with, because a recurring commitment outlives the enthusiasm that started it and brings people to an unfinished destination.
Can these three fixes be done without a supplier?
Yes, all three, by whoever maintains the site, and we would rather say so than sell an afternoon's work as a project.