Mark wroteHaving done work as a consultant, my observation is that the general tendency in Asia is for people to very much value material things, which they are happy to pay for and give them 'face' (e.g., cars, jewelry, branded handbags, designer clothes, smart phones, big tvs, etc etc), but to under value services and intellectual property. Probably there is some innate inability to intellectually quantify the value of a service, an idea, or a knowledge, and therefore a sense that these things don't have much value, or that they are somehow being cheated by paying for something that is 'only' in another person's head and that they cannot hold in their hands. I have seen this time and again in my 20 years here in every Asian country I've done business in, not just Indonesia. Many (but not all) bules also adopt this attitude when in Asia.
So, one suggestion for your wife is to provide some answers to faq's in her areas of expertise on her website to establish credibility and to not entertain any further discussions without the meter running. Another suggestion is to put together package prices for discrete services (e.g., property purchase / sale / lease, divorce, prenup agreement etc.) as one concern people have when using lawyers is a huge bill. For example, as ronb notes above, it is nice to know that a notary charges x% for a transaction regardless of the amount of work they need to do, so expenses are capped. A final suggestion is to provide potential clients with enough information to know that they need a lawyer's services but not enough for them to diy. I imagine your wife is trying to do this already. It's a tricky balance - one approach is to convince the potential client that using a lawyer will actually save them money/trouble in the long run. Anyway, there are no easy answers and good luck to her.
I found this an excellent answer and concur with your incisive findings. Funny how one good submission can erase previous made assumptions.