Most law firms bury their phone number behind a "Contact Us" page. The firms getting 2-3x more intake calls simply put a clickable phone number in the top right of every page — visible without scrolling. Takes 5 minutes to fix, and it's the highest-ROI change for law firms this year.
Legal keywords are the most expensive on Google. "Personal injury lawyer" costs $80-150 per click. "DUI attorney" is $50-100. The firms winning aren't outbidding competitors. They're using Local Service Ads (pay per call, not click), content marketing (free but slow), and exclusive lead providers.
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