Free tool · no email, ever
Firm site audit
Twenty checks, weighted by how much each one actually moves signed cases in this practice area. Answer them honestly about your own site and you get a score, a priority order, and the reasoning behind every weight. The complete result appears here. Nothing is gated and nothing is sent anywhere.
Answer honestly. Scored live, on this page, and never sent anywhere.
The link carries your inputs. Forward it and the recipient sees exactly this result.
Score
—
out of 126
- Speed
- —
- Conversion
- —
- Measurement
- —
- Authority
- —
- Findability
- —
- Access
- —
- Compliance
- —
Why each check is weighted the way it is
| Check | Area | Weight | Reasoning |
|---|---|---|---|
| Renders in about a second on a mid-range phone on a poor connection | Speed | 12 | Field data from your own analytics, not a lab score. This audience arrives on mobile, often at night, often on a weak connection. |
| Every page is usable at 375 pixels wide with no horizontal scroll | Speed | 8 | Check it on an actual phone. Tables and long headlines are the usual failures. |
| The main enquiry form asks four fields or fewer | Conversion | 8 | Every additional field costs completions. Name, contact, state, and a short description carry almost all the screening signal. |
| The page states explicitly what happens next, with a timeframe | Conversion | 6 | "We will call you within one business hour" converts better than "Submit". |
| First contact happens inside five minutes in business hours | Conversion | 12 | The single highest-leverage operational variable in legal intake. Measure the 90th percentile, not the median. |
| After-hours inquiries reach a human by the next morning | Conversion | 6 | A meaningful share of inquiries in this category arrive outside business hours. |
| Every inquiry arrives tagged with its source, campaign and landing page | Measurement | 8 | Without this, cost per signed case cannot be computed at all. |
| Inquiries can be joined to signed matters in the case management system | Measurement | 8 | The join is the whole game. Most firms discover it does not exist when they first try to make it. |
| Call tracking is in place and calls are recorded where lawful | Measurement | 4 | In this category a large share of inquiries are calls, and untracked calls are invisible spend. |
| Every substantive page carries a named author with credentials | Authority | 6 | In health-and-legal topics, an unattributed page is the weakest asset you can own. |
| Clinical content carries a named clinical reviewer and a review date | Authority | 6 | The hardest thing for a competitor to replicate, and the thing quality guidance rewards most. |
| Last-updated dates are real, not automatically bumped | Authority | 3 | An automatically refreshed date on unchanged content is a trust liability, not an SEO tactic. |
| Statistics link to primary sources — statute, dataset, peer-reviewed study | Authority | 5 | Never cite another marketing agency’s blog. It is the fastest way to inherit someone else’s error. |
| Structured data is present and accurate — and not stuffed | Findability | 4 | — |
| Pages open with a direct definitional answer before any framing | Findability | 5 | This is what makes a passage extractable by an answer engine. |
| Tabular data uses real table markup with headers | Findability | 3 | — |
| An llms.txt exists and states what the site does and does not claim | Findability | 2 | — |
| Keyboard navigable, visible focus states, real alt text, WCAG 2.2 AA | Access | 6 | A site about injury that excludes disabled users is self-refuting, and in some contexts it is also a legal exposure. |
| Bar-required disclosures are present for every state you advertise into | Compliance | 6 | Requirements are state-specific and they bind the firm, not the vendor. |
| Nothing on the site states or implies what a matter might be worth | Compliance | 8 | Case-value calculators aimed at families are the most common serious error in this category. |
| Score | What it usually means | Where to start |
|---|---|---|
| Under 60 | Instrumentation is missing rather than broken. You cannot yet tell what works. | Measurement and conversion layer |
| 60–89 | The basics are there; speed and screening are usually the gap. | Speed-to-lead |
| 90–109 | A sound site. Remaining points are in authority and findability. | SEO and AI search |
| 110+ | Better than most firms in this category. Your constraint is probably not the website. | Screening capacity |
Provenance
| Input or output | Origin | If it is wrong, what breaks |
|---|---|---|
| The twenty checks | Us — a published rubric with published weights | Nothing is hidden; every weight and its reasoning is in the table above. |
| Your answers | You — about your own site | The score. Answering optimistically produces an optimistic score and no other benefit. |
| Speed and mobile items | You — from field data in your own analytics | The two heaviest categories. A lab score will flatter you here. |
| Compliance items | You — verified against your own bar requirements | These are the items with real exposure attached. Have compliance counsel confirm rather than guessing. |
| The score | Computed — sum of the weights passed | Nothing; the arithmetic is addition. |
No default in this tool is a claim. The starting values exist so the page is not blank on arrival. They are not benchmarks, they are not averages, and they describe no real firm. Replace every one of them with your own before acting on the result. See Methodology.
Other tools
Cost per signed case
Put your real spend through birth injury conversion economics and see the number your reporting is missing.
Screening capacity planner
How many inquiries your team can actually review — and what happens to the queue when you exceed it.
Market opportunity
Births, obstetric delivery capacity and legal capacity for any state, from federal data.
All seven tools → · The publications behind them → · Or have us run it with you →
Authorship & review
- Author
- Kevin Schwaner, Founder; Chief Marketing Officer. Credentials.
- Last reviewed
- Corrections
- Found an error? Tell us and it goes in the dated corrections log, whether or not it flatters us.