Should You Display The Price Of Your Legal Services On Your Law Firm Website?

This is a common question and one that can cause much confusion. Should you display the prices of your legal services on your website, or should you deliberately avoid doing this and only discuss the prices for your services once you speak on the telephone?

Would you like the answer immediately, or to be made to wait for it? Well seeing as you spoke so nicely to your computer screen then, here is is:

Do not display your legal services prices on your website!

Why? Displaying your prices simply allows your prospects to use your prices as a benchmark before moving on to call another law firm to find out their prices.

A major supplier of UK Legal conveyancing services discovered that when they put an instant price calculator on their website the enquiries literally dried up overnight. Needless to say they removed it, and instantly the telephone started ringing again!

Whilst it might have been a nice gadget, it failed to bring in the new clients and you must remember that the only purpose of your website is to find you leads and get those leads to the point that they are ready to engage with you.

If your prices are displayed and easy to find on your website, unless you are the cheapest firm in the UK (and that is not a strategy I advise you to follow when new national competitors are entering all of the time) you will lose potential clients.

There needs to be plenty of information on your website about each area of law that you are looking to attract work for, enough so that you prove your expertise and convince a visitor that you are the best firm to handle their transaction, but you do not want to give them everything.

The last part of receiving an instruction from a potential client must come from one on one interaction with them, either face to face or over the telephone. Present all of your prices on your website and you will be a very useful tool for your prospects in gauging other solicitors’ prices, but you will receive no instructions for your own law firm!

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Legal Marketing

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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