Spring is about to start springing, and during this time of year, I’m normally thinking about spring cleaning my home and your website! However, at a recent LMA Networking breakfast in Center City Philadelphia, I learned that some firms are on non-traditional fiscal year calendars, ending their financial year in February or October. 

With this in mind, service providers need to be even more in tune with law firms’ financial calendars and how that timing impacts marketing projects and their budget schedules. A website project is often one of the larger marketing investments a firm will make, which means it requires significant planning, and it’s never too early to lay the groundwork — no matter what month we’re in.

Here are a few practical things to think about as you budget for your law firm’s next website project.

The Value of a Strong Website (Still True in 2026)

When I wrote about website budgeting a few years ago, I said we shouldn’t underestimate the value of a website. That statement has only become more true.

Your website is still the central hub for your firm’s digital presence. Prospective clients, referral sources, recruits, journalists, and even opposing counsel often look at your website before interacting with your firm. But the role of a law firm website has expanded.

Today, a modern website supports:

• Business development
• Recruiting and retention
• Thought leadership
• Intake and client communication
• Analytics and market insights

It also plays an increasing role in how your firm appears in AI-driven search results and generative search tools. In other words, your website isn’t just where people learn about your firm anymore. It’s where much of your firm’s digital strategy actually lives.

Start by Evaluating Your Current Website

Before asking for budget approval, it’s helpful to take a step back and look honestly at how your current site is performing.

Sometimes a full redesign is necessary. Sometimes targeted improvements will solve the problem. And sometimes the issue is that the website has slowly evolved into something I like to call a Frankenstein website — lots of small updates layered on over time until the site becomes inconsistent, difficult to manage, and harder to improve.

If that sounds familiar, you’re not alone. Many law firms have websites that started strong but have gradually become harder to maintain. A good first step is to keep a running list of website issues throughout the year so you’re not trying to remember everything during budget season.

Here are some areas worth reviewing.

Design and Visual Experience

How old is your website design?

Even if it technically works, design trends and user expectations change quickly. What looked modern five years ago may now feel dated compared to your competitors.

User Experience

Tools like analytics, heatmaps, and user recordings can reveal how visitors actually interact with your site.

You may discover things like:

• Visitors leaving before reaching key pages
• Navigation that’s harder to use than expected
• Important content that users simply aren’t finding

These insights can be extremely helpful when explaining why changes are needed.

Content Strategy and Thought Leadership

Many firms are shifting toward content hubs and knowledge centers that organize articles, insights, and updates in ways that are easier for readers — and search engines — to find and understand.

AI Search and Generative Engine Optimization (GEO)

Search is evolving quickly.

More users are turning to AI-powered tools and generative search results to find information, but traditional SEO is still very much in play. That means websites increasingly need to be structured in ways that help traditional search and AI systems understand your content.

Clear topic structures, well-organized practice pages, and strong thought leadership content can all improve how your firm appears in these emerging search environments.

Intake and Client Experience

Many law firms are also looking at ways to improve online intake.

This might include things like:

• Smarter contact forms
• Scheduling integrations
• Chat or AI-assisted intake tools
• Clearer pathways for prospective clients to connect with the right practice group

It’s critical to minimize any friction for your potential clients to contact you. Don’t forget to test these online intake routes because you will never hear feedback from the lost client who became frustrated with the interaction and flipped to a competitor. Always include testing on mobile, particularly for B2C practice areas. Address any issues and mark your calendar to revisit and test again in a few months.

Technology and Integrations

Modern websites often need to connect with other systems, including:

• CRM platforms
• Lead generation dashboards
• Email marketing tools
• Analytics platforms
• Event management systems

If your current CMS limits these integrations, it may be time to consider a more flexible platform.

So… How Much Should You Budget?

This is the million-dollar question, but luckily, it’s likely less than a million dollars. See what I did there? 😄

The answer is that there’s no single answer. It’s like asking how much a house costs. Website costs vary widely depending on the scope of the project. Some of the factors that influence cost include:

• Size of the site
• Complexity of the design
• Content development needs
• Technical integrations
• Accessibility requirements
• SEO, GEO, and content strategy
• CMS platform selection
• Plus other website-adjacent elements, like branding, content writing, photography, and graphic design

One of the most helpful things you can do during budget planning is talk with your current website provider—or another trusted, experienced partner—about what a project like yours might involve.

Even a preliminary estimate can help you understand the range you should be planning for.

And when comparing estimates, remember that a lower price may simply mean less scope. Website proposals can look very different depending on what’s included. Find out if content migration and a thorough quality control review are included from your service provider or if your firm is responsible for that.

Understand Your Firm’s Budget Process

Every law firm approaches budgeting a little differently. Some require detailed justification and multiple approvals. Others rely more heavily on leadership recommendations or marketing plans.

It’s worth taking the time to understand things like:

• When budget requests are due
• Who ultimately approves marketing expenses
• How detailed project proposals should be
• Whether vendor estimates are required

Knowing the process early makes it much easier to prepare the right information.

Plan Ahead for the Timeline

Another thing that’s easy to underestimate is how long website projects actually take.

A thoughtful website redesign typically includes:

• Discovery and planning
• Information architecture
• Design
• Development
• Content migration
• Testing and launch preparation

For most law firms, this process takes 6-12 months — and sometimes longer, depending on the scope. That’s why it’s helpful to think about website budgeting in terms of timing as well as cost. What is the cost of a sloppy website that is launched quickly? And what is the cost of a lagging website project that goes on too long while your current website is not supporting your firm’s business goals?

Budget for Flexibility

Even the best-planned projects uncover new opportunities during development. You might discover a feature that improves user experience, a content structure that better supports SEO, or a new integration that benefits your marketing team or another department.

Including a small contingency in your website budget can make it easier to address those opportunities without waiting for another budget cycle. At LISI, we often develop a “Phase 2” list of possible website additions and improvements that were not in the original website scope, and we typically add them to the website within the first year. This might include something that takes a lot of time and data collection, like creating a dynamic matters database, or something your firm didn’t originally prioritize, like predictive search, or something that requires an additional budget, like integrating Fast Pitch by LISI, which creates branded proposals that draw from website content. This relieves some of the pressure to make the website perfect at launch because you are planning for ongoing improvements. It’s like painting walls or updating window treatments after living in a new house for a year. You learn how you and your visitors interact with it and adjust accordingly.

Plan Today, Profit Tomorrow 

Budget season can feel like a lot of work, but it’s also an opportunity to step back and think strategically about your firm’s digital presence. If your current website feels outdated — or a little too stitched together — it may be time to stop patching it and start planning something better.

By evaluating your current site, understanding your firm’s goals, and gathering early estimates, you’ll be in a strong position to make the case for your next website project. And if you’d like help thinking through what that project might look like, our team at LISI is always happy to talk.