SEO by Industry
SEO For Solicitors And Law Firms
Win the searches people make when they need a solicitor for one specific matter, in one specific place.
From £150 a month + VAT
Nobody searches for 'a solicitor'. They search for a conveyancing quote, a divorce solicitor near them, or help after an unfair dismissal, and they usually want someone local or someone who clearly specialises. Law firm SEO is built around those practice-area and place combinations, on a site that also meets the SRA's transparency rules, which happen to be exactly the content buyers want to read.
How people search for a solicitor
Legal searches split by practice area and by urgency. Conveyancing and probate searches are price-led and often compared across several firms. Family, employment and criminal matters are more urgent and more local, and the map pack and the first few organic results take most of the attention. A single 'services' page cannot rank for all of that: each practice area needs its own page, and each office its own Google Business Profile.
Legal advice is what Google's quality rater guidelines call a 'Your Money or Your Life' topic, where the standard for trust is higher. Named solicitors with real biographies, clear regulation details and honest scope pages do more here than volume of content.
The SRA rules are SEO content
The SRA Transparency Rules require firms that offer certain services to publish price and service information on their website: residential conveyancing, uncontested probate, immigration applications and appeals (not asylum), summary-only road traffic offences and unfair or wrongful dismissal claims for individuals, plus employment tribunal defence, debt recovery up to £100,000 and licensing applications for businesses. Every regulated firm must also display its SRA number and the SRA digital badge prominently.
Those pages answer the exact questions searchers ask ('how much does conveyancing cost', 'what does probate include'), so we build them to rank rather than hiding them in a footer PDF.
You probably need this if
- Your practice areas share one page, so none of them ranks well
- Comparison sites and national firms take the conveyancing searches in your own town
- Your SRA price information is a PDF nobody finds
- Each office has a thin or unverified Google Business Profile
What you get
- Practice-area and office page structure mapped to how clients search
- SRA transparency pages written to rank and to convert
- Google Business Profile set-up and optimisation for each office
- Solicitor profile pages and LegalService schema that support trust
- Review process that fits professional conduct rules
- Reporting on enquiries by practice area, not just traffic
How we approach it
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Map practice areas to demand
Research the searches for each practice area in each office town, and decide which deserve their own page.
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Fix the trust signals
Make SRA number, badge, complaints procedure, fee information and author details clear and consistent across the site.
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Build and localise
Create or rewrite practice-area and office pages, and align each Google Business Profile with them.
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Measure enquiries
Track calls and forms by practice area, so budget follows the matters that actually instruct you.
SEO for Solicitors: common questions
Do solicitors have to publish prices on their website?
For certain services, yes. Under the SRA Transparency Rules, firms offering services such as residential conveyancing, uncontested probate, some immigration work, summary road traffic offences, unfair dismissal claims, debt recovery up to £100,000 and business licensing must publish price and service information. Check the SRA's current rules for the full detail.
Should each practice area have its own page?
Yes. Someone searching for a divorce solicitor and someone buying a house are different people with different questions. Separate pages let each one rank for its own searches and speak directly to that client.
Can a law firm rank in several towns?
Where you have an office, yes, through a Business Profile and a genuine office page. Where you do not, you can still rank organically for specialist work clients travel for, but a fake local address is a suspension risk and breaches Google's guidelines.
How much does SEO for a law firm cost?
Our SEO starts from £150 a month + VAT. Firms with several practice areas or offices in competitive cities need more, and we quote after reviewing the site and the local competition.
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Find out what is actually holding you back
A short conversation and a look at your site is usually enough to tell you where the real problem is. No obligation, and no pressure to sign anything.