Law Firm SEO Agency For Solicitors That Wins New Clients

Firms that offer residential conveyancing, uncontested probate, immigration applications and appeals excluding asylum, summary-only motoring offences, unfair or wrongful dismissal claims at the Employment Tribunal, debt recovery up to £100,000 or business premises licensing must publish cost information under the SRA Transparency Rules. That covers the total or average cost, the basis of charges, likely disbursements, VAT, key stages and timescales, and the experience of the people doing the work, in a prominent place on the website. These are the details people search for, so we build them into pages that rank.

The SRA Code of Conduct requires publicity to be accurate and not misleading, including what it says about charges, and rules out unsolicited approaches to members of the public other than current or former clients. Marketing on a firm's own website also falls under the CAP Code, enforced by the ASA. Objective claims need documentary evidence before publication, and an unqualified claim to be the best is treated as a comparison with every competitor. We write practice area pages, fee pages and meta descriptions with both in mind, and final sign-off stays with your firm.

Google treats lawyers as individual practitioners. A lawyer can have their own Business Profile if they are public-facing and can be contacted at the verified location during stated hours, and where several practitioners share an office the firm keeps a separate profile of its own. Virtual offices are not eligible, and business names cannot carry added keywords. We set up and maintain office and practitioner profiles to those rules, so multi-office firms appear in local results without risking suspension.

Google says trust is the most important part of E-E-A-T and strongly encourages accurate bylines, and its rater guidelines name lawyers among the professionals whose reputation raters should research. We build lawyer profiles that show qualifications and experience, put named authors on legal guides and run review requests that follow Google's policy, which bans incentives and selectively asking only happy clients. The CAP Code also prohibits fake reviews and hiding negative ones, so reviews on your own site are shown fairly.

We rebuild practice area pages around the situations clients search for, such as being made redundant, buying a first home or dealing with an estate, with sub-pages where the firm has genuine depth. Each page explains who it is for, how the matter runs, what it costs where you publish prices and who will handle it. Internal links connect guides, lawyer profiles and office pages to the practice areas that bring in fee-earning work.

Fee information for services covered by the SRA Transparency Rules often sits in a PDF or a table at the foot of an unrelated page, where it helps neither clients nor rankings. We turn it into clear, crawlable pages for searches such as conveyancing fees or probate costs, covering what is included and excluded, disbursements, VAT and timescales. SRA guidance says an online quote generator must produce a quote without the visitor having to make further contact first, and we check that yours does.

For most consumer practice areas, local results decide who gets the call. We build office pages with real local detail, the team based there and the services offered from that office, and align them with Business Profiles set up to Google's rules for offices and individual practitioners. Names, addresses and phone numbers are made consistent across the legal and business directories that clients and search engines check.

Lawyer profiles are some of the most visited pages on a firm's website and often the least developed. We expand them with qualifications, areas of practice and experience, link them to the practice areas they support and use them as author and reviewer pages for legal guides. Guides answer the procedural questions people ask before they instruct a firm, written or reviewed by named solicitors and updated when the law changes.

Law firm websites often carry years of legacy pages, duplicated office content, slow chat and booking widgets and practice areas the firm no longer offers. We audit crawling, indexing, page speed and internal linking, then rank fixes by the value of the practice areas they affect. Mergers and rebrands get a full redirect and migration plan, so rankings built by the old firm's pages are carried across rather than lost.

We set up a review process that asks every client at a suitable point in the matter, not only the happy ones, in line with Google's review policy, and help your team respond professionally to every review, including critical ones. Our guide to online reviews and search reputation explains the approach. Where negative results or AI answers affect enquiries, our online reputation management team uses honest methods to bring accurate, positive content forward.

People now ask AI assistants whether they have a claim, how long probate takes or which firm to use. We track those prompts in ChatGPT, Gemini, Perplexity and Google AI Overviews, see which firms and sources are named, and fix what stops your pages being used. An AI visibility audit is often the first step, showing where your firm appears today and which competitors are named instead.

Legal clicks are some of the most expensive in Google Ads. Our PPC for law firms team shares search term and conversion data with SEO, so organic pages are built for the searches that produce instructed clients and paid budget goes where organic is weakest. For Kenway Miller Solicitors, whose paid search was carrying the whole lead pipeline, an account rebuild delivered 88% more conversions at a 45% lower CPA.