The verdict in three sentences
A EUR 2,500 template (about USD 2,700) suits a 2 or 3 lawyer firm that lives on referrals and only needs an online business card. Once the firm targets business owners on queries like "corporate lawyer Manhattan", a custom site between EUR 9,000 and 16,000 (USD 9,700 to 17,300) pays off better, because it gives each practice area its own page and indexable publications. The deciding metric is the cost per qualified lead, estimated between EUR 45 and 120 depending on the option and traffic volume.
Template or custom: the numbers side by side
Both options follow the same baseline rules: required disclosures, no aggressive solicitation, no comparisons with other firms and no promise of results, in line with attorney advertising rules (in France the CNB guidelines, in New York Rule 7.1 of the Rules of Professional Conduct, including the "Attorney Advertising" label where required). The difference lies in content depth and the ability to capture precise searches.
| Criterion | Template | Custom |
|---|---|---|
| Build price | EUR 2,500 | EUR 9,000 to 16,000 |
| Time to launch | 4 weeks | 6 to 9 weeks |
| Practice area pages | 3 to 4 generic | 8 to 15 detailed (M&A, commercial leases, litigation, corporate...) |
| Attorney profiles with specialisms | Basic | Complete, with linked publications |
| Publications and legal news module | Simple blog | Sorted by practice, author, internal linking |
| Practice queries targeted in SEO | 3 to 5 | 20 |
| Monthly maintenance | EUR 40 to 70 | EUR 90 to 180 |
| Qualified leads per month (at 6 months) | 2 to 4 | 10 to 20 |
The template plateaus because it imposes a generic structure. A business owner searching "lawyer for business sale" wants a page dealing with exactly that, with steps, timelines and indicative fees when the firm agrees to show them.
Cost per qualified lead and return on investment
The calculation below compares the options over 24 months, maintenance included. It is a 2026 order of magnitude based on business law firms of 4 to 10 lawyers.
| 24-month indicator | Template | Entry custom | Full custom |
|---|---|---|---|
| Build | EUR 2,500 | EUR 9,000 | EUR 16,000 |
| Maintenance (24 months) | EUR 1,300 | EUR 2,200 | EUR 4,300 |
| Total cost | EUR 3,800 | EUR 11,200 | EUR 20,300 |
| Cumulative qualified leads | 40 to 80 | 160 to 250 | 220 to 400 |
| Cost per qualified lead | EUR 48 to 95 | EUR 45 to 70 | EUR 51 to 92 |
| Matters signed (20% rate) | 8 to 16 | 32 to 50 | 44 to 80 |
| Fees generated (EUR 3,500 per matter) | EUR 28,000 to 56,000 | EUR 112,000 to 175,000 | EUR 154,000 to 280,000 |
The cost per lead stays close across options. What changes is volume, and therefore absolute revenue. For a firm able to take 2 to 3 new matters a month, the entry custom option is usually the best trade-off.
What to require from your provider
Ask for practice pages of at least 800 words written with a firm lawyer, LegalService and Attorney schema markup, online booking with qualification (matter type, urgency, company revenue) and secure hosting for forms that may contain privileged information.
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Daniel, partner at a 6-lawyer business law firm in New York, currently gets 3 leads a month from an old site. He chooses the custom option at EUR 11,000, with 10 practice pages and 20 targeted queries. After 6 months, the site generates 9 qualified leads a month, 6 more than before. With a 20% signing rate and an average fee of EUR 3,500, that is about EUR 4,200 of extra monthly revenue. The project pays for itself in just over two and a half months once traffic ramps up.
FAQ
Can a lawyer show fees on the website?
Yes, fee information is allowed and often encouraged, provided it is accurate. Showing "initial consultation EUR 150" or a range per matter type often improves the qualification rate by 15 to 20%.
Are client reviews allowed?
Soliciting and featuring reviews is regulated. It is safer to present anonymised references and publications than named testimonials, and to have the page approved by the firm's ethics contact.
How long until SEO results show?
Allow 3 to 6 months for 10 to 15 of the 20 practice queries to reach page one locally. Regular publications, 2 a month, speed things up.
Can we start with a template and upgrade later?
Yes, but migration often costs EUR 3,000 to 5,000 because the structure must be rebuilt. If the firm targets more than 8 practice areas, it is better to go custom from the start.
Do we need a second language?
For a firm advising foreign investors, yes. Plan an extra EUR 2,000 to 3,500 for 8 to 10 translated pages.
Let's scope your project. List your practice areas and new matter targets, and we will tell you whether a template or a EUR 9,000 to 16,000 custom site is justified, with a 4 to 9 week timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
