What Clients Actually Search For
Traffic for a firm sits at the intersection of three axes: location, matter type, and price. Informational long-tail queries build trust; transactional short-tail queries close. They belong on different pages.
| Query (Chinese) | Commercial intent | Landing page |
|---|---|---|
| 離婚律師推薦 (divorce lawyer recommendation) | High: comparison stage | Family law practice page |
| 勞資爭議 律師 諮詢 (labour dispute consult) | High: dispute already live | Employment practice page |
| 車禍求償 律師 費用 (car accident claim fee) | High: price sensitive | Fee schedule page |
| 公司設立 記帳 費用 (incorporation and bookkeeping cost) | High: founder comparing quotes | Company registration package |
| 遺產繼承 律師 費用 (inheritance lawyer fee) | High: large sum, slow decision | Succession practice page |
| 刑事辯護律師 台中 (criminal defence, Taichung) | High: local and urgent | City landing page |
| 契約審閱 律師 收費標準 (contract review rates) | Medium-high: B2B procurement | Corporate counsel page |
| 營業稅 401 申報 代辦 (VAT form 401 filing service) | High: explicit service need | Tax compliance page |
| 境外公司設立 會計師 (offshore entity setup, CPA) | High: large ticket | Cross-border services page |
| 商標註冊 代辦 費用 (trademark filing cost) | High: one-off engagement | IP services page |
| 記帳士 跟 會計師 差別 (bookkeeper vs CPA) | Low-medium: education stage | Knowledge base article |
| 資遣費 怎麼算 (how severance is calculated) | Low: informational funnel | Long-form column |
| 公司登記地址 掛靠 合法嗎 (is a virtual registered address legal) | Low-medium: objection handling | Long-form column |
Three Real Competitor Sketches
- Taipei family-law micro-site. Divorce, custody and marital property carved out onto a dedicated domain with a five-page navigation and a sticky mobile bar carrying phone, LINE and form buttons. Ranks fast because the topic is concentrated; cannot absorb other matter types.
- Taipei full-service firm. A column section with several hundred long articles hoovering up informational queries, each ending in the same enquiry form. High traffic, low conversion, so it needs a triage questionnaire to survive.
- CPA personal-brand site. A practising accountant runs a separate blog on industry data and tax practice, then funnels readers back to the firm's contact form and a paid consultation page. Six-plus years of compounding content is the most effective long game in this sector.
Must-Have Features
- One page per matter type. Do not stuff eight practice areas into a single services page.
- Practitioner profile pages that state name, firm name, address and phone, as required by Article 2 of the Rules on Promotion of Legal Services.
- An enquiry form with minimal fields, plus one-tap dial and a LINE deep link on mobile.
- A fee page: consultation fee, retainer bands, whether time is billed. Publishing this filters out roughly a third of unqualified calls.
- A column or regulatory-update section supporting table of contents, last-updated date and a named reviewer.
- Location, opening hours, and whether remote meetings are offered.
- Privacy policy and a personal-data notice, including how long form submissions are retained.
- An English profile page, but only if the firm genuinely takes cross-border work.
Worth Building vs. Waste of Money
| Worth building | Waste or outright risk |
|---|---|
| FAQ structured data on practice pages to win featured snippets | A wall of win rates and case counts (prohibited) |
| Three-question triage form routing enquiries to the right practitioner | Client or retainer-client logo wall (prohibited without prior written consent) |
| Fee band estimator that lowers the barrier to calling | An AI chatbot that dispenses legal opinions |
| Google Business Profile synced with hours and location | Full-screen intro animations and scroll effects |
| Auto-reply with a stated response-time commitment | Member portals and online payment most firms never use |
Three Budget Tiers
| Tier | Price (NTD) | Scope | Timeline |
|---|---|---|---|
| Entry | 60,000–120,000 | Brochure site, 5–8 practice pages, enquiry form, baseline SEO and schema | 3–5 weeks |
| Standard | 150,000–350,000 | Adds knowledge-base CMS, triage form, 20 keyword-targeted articles, GA4 conversion tracking | 6–10 weeks |
| Advanced | 400,000–900,000 | Adds client login, matter status lookup, encrypted document upload, multilingual, audit logs | 10–16 weeks |
Annual maintenance (hosting, certificates, backups, content updates) runs NT$24,000–120,000. The classic mistake at small firms is spending the entire budget on visuals and allocating nothing to content or measurement.
Stack Selection and Why
Content-led firms should use Next.js or Astro with a headless CMS. Practice pages and columns have to rank, and keeping LCP under 2.5 seconds is the floor, which static generation delivers cheaply. If the firm edits its own articles and has no engineering support, WordPress remains defensible, provided plugin count is capped and auto-updates are locked. Once a client login, document upload or matter-status lookup enters scope, move to Laravel: role separation, field-level encryption and audit logging need native framework support rather than a stack of plugins. Always self-host the form endpoint. Do not route client details through a free third-party form service that stores data offshore.
Seven Landmines and How to Defuse Them
- Publishing win rates or naming a famous matter. Breaches Article 5 of the promotion rules. Fix: rewrite as issue analysis and process description, pointing at no identifiable party.
- A client or retainer-client logo wall. Same article, second clause. Fix: obtain prior written consent, or describe by sector instead, such as "we serve manufacturing and e-commerce clients".
- Paying referral commissions to introducers or platforms. Breaches Article 7. Fix: build owned keyword content and a Google Business Profile, or use only platforms approved by the Taiwan Bar Association.
- Running ads without labelling them or keeping records. Breaches Articles 2 and 3; the firm's own official site is exempt from the label. Fix: mark social and search creatives as advertising and keep a three-year archive.
- Collecting full case narratives, medical records or criminal history in a form. Breaches Article 6 of the Personal Data Protection Act on special-category data. Fix: keep the form to name, contact and matter type; move detail to the meeting or an encrypted channel.
- Copy hinting at special relationships with courts or the tax authority. Breaches Article 4(6) and Article 6. Fix: run a full-site compliance copy review before launch and delete every connections-based claim.
- Columns ghostwritten by an agency with no named professional. Misleading, and search engines cannot verify expertise. Fix: credit an author and a reviewer with title and date on every piece.
30／60／90-Day Roadmap
- Day 30. Site live, Google Business Profile claimed with hours and photos, eight practice pages indexed, form and one-tap dial tested, GA4 conversion events recording.
- Day 60. Twelve to twenty columns published with named reviewers, FAQ structured data added to practice pages, and the form-submission-to-in-person-consultation rate being tracked.
- Day 90. Review keyword rankings, merge practice pages with zero traffic after three months, calculate cost per booked consultation, then decide whether to run paid ads and on which matter type.
How ScriptWalker Works With Firms
- Firm website plus compliance copy architecture. From NT$80,000: eight practice pages, a copy checklist mapped clause by clause to the promotion rules, minimal-field form design and schema.
- Knowledge-base content engine. From NT$120,000: taxonomy, reviewer fields, FAQ structured data and a 20-article schedule.
- Client matter-status portal. From NT$250,000: Laravel role separation, encrypted upload and audit logging.
- Maintenance. From NT$3,000 per month, covering backups, updates and a quarterly performance review.
FAQ
Can a firm website publish case results?
Article 5 of the Rules on Promotion of Legal Services prohibits stating litigation win rates, retainer clients or named clients, and matters currently or previously handled. Exceptions cover matters already widely known to the public, unnamed clients whose interests are not harmed, and cases with prior written consent. The safest pattern is to convert case results into issue analysis and process descriptions that point at no identifiable party.
Are paid search ads or commission-based referrals allowed?
Paid search itself is allowed, but the creative counts as advertising and must carry a visible advertising label — the firm's own official website is exempt — with records kept for three years from the end of the campaign. Per-matter commission referrals breach Article 7 unless the platform has been approved by the Taiwan Bar Association.
Which fields should the enquiry form collect?
Name, contact method and matter type are enough. Case narratives, medical records and criminal history are special-category data under Article 6 of the Personal Data Protection Act, where collection is prohibited in principle and the exceptions are narrow. Move those to the meeting or an encrypted channel, and place a data-use notice and retention period next to the form.
Are the rules looser for accounting firms?
The direction is the same but the legal basis differs. The Certified Public Accountant Act and the profession's ethics bulletins likewise bar soliciting work through false, exaggerated or disparaging claims, and audit client lists raise confidentiality and independence issues that keep them off the website. Most firms therefore market on process, regulatory updates and fee bands.
Decision Checklist
- ☐ I can name the three matter types this site must win
- ☐ Each matter type has its own page rather than a shared blurb
- ☐ No win rates, case counts or client names anywhere on the site
- ☐ Every client mention has prior written consent on file
- ☐ Firm name, address and phone appear on every page
- ☐ The enquiry form excludes special-category data and carries a notice
- ☐ Ad creatives are labelled and archived
- ☐ Every column names a reviewer and a date
- ☐ The Google Business Profile is claimed and complete
- ☐ Someone owns the monthly form-volume and consultation conversion numbers
Fewer than seven ticks means this is not a marketing problem; it is a compliance and structure problem.
Next Step
If you already have a site, start with a 60-minute compliance and traffic audit: we walk the promotion rules and the Personal Data Protection Act clause by clause, flag the copy that has to go, and map practice-page and keyword gaps. You leave with a revision list and tiered pricing, then decide how far to go.
- Email: [email protected]
- Phone: 0916-224-047
- LINE: @ufv9089p