Term
Factor
Doing now
Likely opportunity
4m
Motivation
High — the category itself is urgent.
Segment the urgency: custody emergency vs. planning a divorce vs. modification.
3v
Value PropositionPrimary leak
Present, but somewhat generic.
Make it specific: scenario + promise + proof + process.
2i
Incentive
Consultation CTA.
Clarify the consult's value — what they walk away with.
−2f
Friction
Likely moderate in the contact / consult flow.
Reduce decision friction: what happens next, time expectations, who they speak with.
−2a
AnxietyPrimary leak
Naturally high in legal.
Add trust reducers: confidentiality, what you will and won't do, expectations, cost transparency cues.
Diagnosis
Most likely primary leak: v (net force of the value prop) and a (anxiety). People hesitate not because they don’t need a lawyer — but because they don’t know who to trust, and they fear making the situation worse.