Effective Date: November 29, 2024
Last Updated: August 29, 2026
The Prior Law Office, PLLC, doing business as Prior Law (“Prior Law,” “we,” “our,” or “us”), respects your privacy. This Privacy Policy explains how we collect, use, disclose, and protect information through prior.law, our appointment-booking experience, and our client portal (together, the “Online Services”). It does not replace the terms of an engagement agreement or describe every record we may maintain while providing legal services.
Depending on how you interact with us, you may provide:
Payment-card or bank-account details are generally submitted directly to our payment processor. Prior Law may receive transaction status, a processor reference, and other information needed to document and administer the payment.
Our Online Services and service providers may collect technical and usage information such as Internet Protocol address, browser and device type, operating system, referring page, pages requested, dates and times, cookie or similar identifiers, and security or diagnostic logs. We do not describe this information as anonymous because an online identifier or a combination of technical information may be linkable to a person or device.
If you affirmatively permit optional advertising measurement, we may collect one Google advertising click identifier (gclid, gbraid, or wbraid), the date and time it was captured, the applicable permission record, and limited booking or purchase-event information. Section 5 explains this optional measurement in detail.
We may use information to:
We may disclose information in the following circumstances:
We use providers for functions such as website and application hosting, appointment scheduling, portal operation, email and communications, document storage, payment processing, information technology, security, and analytics. They may process information only as needed to provide the applicable service and subject to their agreements and legal obligations.
With the applicable optional permission, we may provide Google Ads the limited measurement information described in Section 5. We do not send Google your name, email address, telephone number, street address, legal-needs or matter details, documents, communications, or payment amount through this measurement feed.
We may disclose information when authorized by the person concerned, when reasonably necessary to provide requested or agreed services, or when permitted or required by applicable law, court order, or professional-conduct rules. We may also disclose information as reasonably necessary to protect the security and integrity of our systems or the rights and safety of Prior Law and others.
Prior Law does not sell personal information for money.
Viewing the Online Services or contacting Prior Law does not by itself create an attorney-client relationship. Some information received from a current or prospective client may be subject to legal or professional duties that provide protection beyond this Privacy Policy; the scope of those duties depends on the circumstances. This Policy does not expand or limit any attorney-client privilege, duty of confidentiality, engagement agreement, or applicable professional obligation.
Please do not use a public website form to send highly sensitive or time-sensitive information unless Prior Law has asked you to do so. Use the secure client portal or another method provided by the firm when available.
We use necessary cookies and similar technologies to operate and secure the Online Services, maintain sessions, remember privacy choices, and provide features you request. Blocking necessary technologies may prevent a requested feature from working.
Prior Law uses first-party website statistics and may use Google Analytics and Google Tag Manager, including a first-party server-side tagging endpoint, when those services are enabled under the site’s privacy controls. These tools are separate from the Schedule and Purchase reporting described below. Depending on the enabled service, they may process an Internet Protocol address, browser or device information, referring page, pages viewed, interaction events, dates and times, and an online identifier. We use that information to understand site traffic and performance, troubleshoot problems, and evaluate communications and advertising.
Google handles information received through its services under its own Privacy Policy. We do not provide legal-needs or matter details, intake answers, documents, or client communications for site analytics or tag management. The tags that are permitted to run are governed by the category selected in the website’s privacy controls. Adding a materially different use, such as a new remarketing or customer-matching program, would require a corresponding notice and privacy choice before activation.
If you select Accept, or save preferences with advertising measurement enabled, on prior.law, we may create a first-party signed permission record for up to 365 days. If the page address contains exactly one valid Google advertising click identifier, we may store that identifier in an encrypted first-party cookie for up to 90 days. A short-lived, encrypted booking-correlation record may be used for up to six hours to associate that identifier with the correct Bookly appointment. Booking details may be processed within Prior Law’s systems to make that association, but those contact or appointment details are not included in the measurement information sent to Google.
After an attributed consultation is booked, Prior Law may report a generic Schedule event to Google Ads. The report contains the Google click identifier, the generic event name and time, a non-client-facing opaque order reference, the event source, and the recorded permission status. Google uses the click identifier to match the event to the relevant ad click.
For an eligible attributed booking, the portal separately asks for permission before a qualifying purchase. The portal disclosure states:
With your permission, Prior Law may report to Google Ads that a booking associated with one of our ads was later followed by the purchase of a Prior Law service. We do not send Google your name, email address, phone number, details about your legal needs or matter, documents, communications, or amount paid. Your choice will not affect portal access, appointments, representation, services, or fees. You can change your choice for future reporting in Privacy Settings.
If you select Okay before the qualifying payment, Prior Law may report a generic Purchase event. The report contains the same categories of limited measurement information described above. It does not contain a payment amount, conversion value, currency, service or chart label, or separate engagement event.
Google handles information it receives under its own Privacy Policy linked above.
Advertising measurement is optional. Declining it does not affect your appointment, portal access, representation, services, or fees.
Purchase feed output; it does not remove the Schedule record.We retain information only for as long as reasonably necessary for the purposes described here, including providing legal services, maintaining business and professional records, resolving disputes, securing our systems, and meeting legal obligations.
For the optional measurement described above, the website permission record lasts no more than 365 days unless cleared sooner; the encrypted click-attribution record expires after 90 days; and a booking-correlation record expires after six hours or is deleted sooner after successful delivery. The intake system makes an attribution ineligible after its 90-day period and is configured to delete expired attribution records during its next successful nightly cleanup. Permission decisions and limited transaction-event records may remain with the corresponding matter records as needed to document the choice and administer firm records. Backup copies may remain for a limited additional period under our backup schedule.
First-party site statistics are retained under Prior Law’s configured schedule. Analytics and other third-party providers may retain information under their own agreements, legal obligations, settings, and published policies.
We use reasonable administrative, technical, and physical safeguards appropriate to the nature of the information, including encrypted transmission, access controls, and encryption at rest for designated sensitive fields and advertising click identifiers. No method of storage or transmission can be guaranteed to be completely secure.
You may use the website’s privacy-preference controls for the optional services presented there, including consultation measurement, and the client portal’s Privacy Settings for optional purchase reporting. You may also contact us to request access to, correction of, or deletion of personal information. We may need to verify your identity, and a request may be limited by applicable law, legal privilege, professional obligations, security needs, or record-retention requirements. Where applicable law grants additional rights, Prior Law will honor those rights.
Send privacy requests to admin@prior.law. If applicable law gives you a right to appeal a decision on a privacy request, reply to the decision email with the subject Privacy Appeal.
The public-facing Online Services are not directed to children. Clients may provide information about children when it is relevant to requested legal services; we handle that information as part of the applicable client or matter record. If you believe a child submitted personal information directly through the public-facing Online Services without appropriate authorization, contact us at admin@prior.law.
The Online Services may link to or integrate with services operated by others. Their privacy practices are governed by their own notices, except to the extent Prior Law remains responsible under applicable law or professional obligations.
We may update this Privacy Policy to reflect changes in our practices, technology, or obligations. We will post the revised policy here and update the Last Updated date. If a change materially affects an optional use for which we rely on permission, we will request a new choice when appropriate rather than treating an earlier choice as permission for the materially different use.
The Prior Law Office, PLLC d/b/a Prior Law
416 Alpha St.
Waynesboro, VA 22980
Privacy: admin@prior.law
General inquiries: intake@prior.law
Telephone: (540) 440-1001
