Practice-area pages
Which matters each rival gives its own page, and which new ones appear in their sitemaps over time.
Industries · Services · Solicitors
See what the firm down the road showed that you did not.
A prospective client reads several firms' websites before ringing one. They look for the fee, the name of the person who will handle the matter, and the reviews. In the sample report, run on a constructed test firm, Hadley & Whitmore ranks fourth of four: it has no “How we work” page, and Crowthorne Legal puts its process on the homepage in five steps. The free audit reads your site the same way.
Your buyers
How buyers choose between solicitors and law firms.
People instruct a solicitor rarely, and often at a stressful moment: a house move, a divorce, a dispute, a will after a death in the family. They have no way to judge the quality of legal advice in advance, so they judge what they can see instead.
What they can see is the website. They check whether the practice area they need has its own page, written for someone in their position, or sits in a list. They look for how fees work: fixed fee, hourly, or an estimate before the meter starts. They look for a face and a name for the person who will handle the matter.
Proof comes next: reviews on Google and the review sites, accreditations the firm displays, and whether the tone of the reviews matches what the site promises. A firm that is excellent in the room can still lose the enquiry on the page.
The question a solicitor’s buyer is usually trying to settle is whether this firm will be straight with them about cost before the meter starts. The free audit checks whether your site answers it, and whether your rivals’ sites do.
A week in your market
The moments that cost or win you work.
A composite, illustrative week of the kind of thing that happens in this trade. It is not a customer's diary and nothing in it is measured.
- Monday
A conveyancing enquiry goes quiet
A buyer requests a quote, receives it, and never replies. They had also read two rival sites that put a fixed-fee conveyancing breakdown on the page.
Why did they choose someone else? - Tuesday
A rival launches a new family law page
A competing firm adds a page for a specific kind of matter you handle every month. Nobody at your firm notices, because nobody reads competitors' sitemaps.
What changed on competitor sites? - Wednesday
A partner asks whether to redo the website
The site is a few years old and looks tired next to a rival's. The question on the table is a full rebuild, when the real gaps may be a handful of missing pages and an absent fee explanation.
Rebuild, or fix what we have? - Thursday
A one-star review lands on a private client matter
The complaint is about communication, not the outcome. Reading the reviews of three rivals shows the same theme running through the market, and one firm that answers it on its homepage.
Why aren't my reviews converting? - Saturday
Someone reads the employment pages at the kitchen table
A worker facing dismissal reads your employment page and a rival's on a phone. One explains what happens at a first consultation; the other only lists the firm's awards.
How do buyers see us?
Built for solicitors
What we read for a business like yours.
Public evidence about you and the rivals you name. Where a read depends on a loop that is still in build, the loop cards below say so.
Fee transparency
Whether fees, fixed-fee packages or estimates are published, and how prominently, on your pages and theirs.
Reviews and their themes
Google rating, review count and the recurring complaints and praise in review text, for you and each named rival.
Search ranks for money terms
Where each firm sits for the searches that carry an instruction, read from the live results page.
Your site, read by five buyer types
Where a cautious first-timer, a comparer and a busy professional would each stall on your pages.
Measured
What solicitors' own clients search.
From our own keyword research, with its source and date. The free audit page for this trade sets your site against it.
- Searches a month for “how much do solicitors charge”
- 1,000
- Source: docs/research/BUYER-INTENT-2026-08-23.md · checked 2026-08-23
Problems this trade asks us
Start from the question you have.
Why did they choose someone else?
Your site read beside the firms you lose to, by five buyer types on one rubric, with the points on the page behind each verdict.
How do buyers see us?
Five buyer types read your site and your rivals' on one rubric, and you read what assistants answer about your trade, word for word.
Is my pricing right against rivals?
Your prices, delivery terms and offers beside the rivals you choose, and what a discount or delivery threshold costs in margin.
Why aren't my reviews converting?
Whether your reviews show on the pages where buyers decide, what they say beside your rivals' reviews, and which themes buyers repeat.
Rebuild, or fix what we have?
The missing pieces that cost you buyers, found before you spend on a new site, with the fixes ranked by effort.
Loops that matter here
The watches we are building for this trade.
A loop re-runs a read on a cadence you choose and reports what changed. None runs for customers yet, and none is on sale.
Competitor website monitor
Watches the rival sites you choose and reports what changed since the last run: new pages, prices and promotions.
Reviews and reputation watch
Collects new reviews for you and the rivals you name, groups them into themes, and shows which themes moved.
Competitor ad watch
Keeps a record of the ads your rivals run, so you can see which are new, which stopped and which have run longest.
FAQ
Questions from solicitors and law firms
Do you give legal marketing advice or regulatory guidance?
No. We read websites and public signals and report what we find. Whether a change fits your regulatory obligations is a judgement for your firm and its compliance lead.
Which competitors should I name?
The firms you actually lose instructions to, if you know them. If you do not, name the firms that appear when you search for your main practice area in your town.
Can you watch rivals' sites for new pages and fee changes?
That is the competitor website monitor. It is in build and not on sale yet. Today the free Insight Report reads your site and named rivals once, side by side.
Is there an example I can read first?
Yes. The sample report is a full read of a constructed test firm of solicitors, published so you can judge the output before running your own.
Read your site the way your buyers do.
The free report reads your site beside the competitors you name. No account and no card to start.