Law firm marketing, websites and enquiry quality
Connect accurate information to a clear enquiry journey. Use it when traffic exists but suitable matters and next steps are unclear, when the firm is publishing or revising online marketing, or when a law firm website needs a structured content review.
Boundary: this is not advertising, legal or search-engine advice. Publicity must remain accurate and not misleading.
Operational guidance, not legal advice. No confidential information is needed. Original PDF editions (all v1, 18 Aug 2026, now combined into this single maintained page): Law Firm Marketing and Client Engagement Audit, Online Marketing for Law Firms Checklist and Law Firm Website Scorecard.
1. Frame the decision
Make the route from a visitor's question to useful next-step information clear. Measure suitable enquiries, not traffic alone.
Specific focus - pick the line that matches your situation:
- Marketing audit: review claims, service information, actions, handling and outcomes as one route.
- Online publishing: make every claim supportable and every visitor route clear.
- Website scorecard: score whether a suitable visitor can understand service, evidence, cost information and next step.
Questions to answer:
- Can visitors identify service and audience?
- Are claims current?
- Is next action clear?
- How is enquiry data used?
Avoid:
- unsupported superlatives
- hiding required price information
- counting clicks without matter fit
2. Control sheet
Treat a blank evidence field as a reason to pause, not a reason to guess. Record sources and owners before changing the workflow.
| Area | Evidence to collect | Pass condition |
|---|---|---|
| Audience | Need and eligibility | Visitor can self-orient |
| Evidence | Claims, dates and owners | Publicity is supportable |
| Action | Contact and response route | Next step is clear |
| Privacy | Fields, purpose and notice | Only necessary data |
| Measure | Qualified enquiry outcome | Has denominator |
Fail closed: if an input, owner or approval is missing, record the gap and keep the affected step outside the proposed change.
3. Working record
Complete this page with counts, dates and named sources. Do not include client names, matter names, contract text or privileged material.
| Field | Evidence or answer |
|---|---|
| Page | |
| Audience | |
| Question answered | |
| Disclosure | |
| Next action | |
| Outcome measure |
Evidence quality check:
- The source is named and dated.
- An estimate is labelled as an estimate.
- The owner can reproduce the measure.
- The same method can be used after a change.
4. Decision record
Select the outcome that the evidence supports. A stop or no-change decision is valid.
- Stop: a required source, owner or approval is missing.
- Fix: repair the underlying route before adding technology or cost.
- Test: run one bounded change with a baseline and review date.
- Proceed: adopt only the option supported by the recorded evidence.
| Decision field | Record |
|---|---|
| Chosen outcome | |
| Reason and evidence | |
| Owner and approvers | |
| Review or expiry date |
Related pages: the intake and onboarding worksheet (/resources/client-intake-and-onboarding/) and the guides hub (/law-firm-guides/). Questions: hello@margolegal.com.
Primary sources
- SRA - Transparency in price and service: https://www.sra.org.uk/solicitors/resources/transparency/
- SRA - Client care letters: https://www.sra.org.uk/solicitors/guidance/client-care-letters/
- Information Commission (formerly ICO) - Information security checklist: https://ico.org.uk/for-organisations/advice-for-small-organisations/getting-started-with-gdpr/data-protection-self-assessment-medium-businesses/information-security-checklist/
Source status: links checked 15 September 2026 (all three verified live 200). Confirm the current version and obtain appropriate professional advice before relying on regulated, contractual, privacy, security, insurance, financial or wellbeing conclusions.
MARGO LEGAL LTD, company number 17322603. Registered in England and Wales. Registered office: 66 Paul Street, London, England, EC2A 4NA. Originally published as three PDF guides (v1, 18 August 2026); consolidated and converted to HTML 15 September 2026.