When Someone Needs a Solicitor, They Search Google First
Divorce, conveyancing, personal injury, employment disputes — people searching for legal help in your area are high-intent clients ready to instruct. The firms in the top 3 Google Maps results get the call. We put you there.
4.9/5 from law firm clients · No long-term contracts · Results in 30–90 days
Free Law Firm SEO Audit — 24hr Turnaround
We'll show you exactly where your firm ranks for local legal searches — and what it takes to outrank competitors in your area.
Why Law Firms Stay Invisible on Google Maps
Most firms rely on referrals and reputation — both of which are invisible to the thousands of people searching for a local solicitor every month.
"We rank well for our firm name but not for the services we offer"
Ranking for your own name is worthless for new client acquisition. Potential clients don't know your name yet — they search "conveyancing solicitor [town]" or "family lawyer near me". Those are the searches that bring instructions.
"We have multiple practice areas but only get calls for one"
A single generic "solicitors" GBP listing can't rank for family law, conveyancing, employment, and personal injury simultaneously. Each practice area needs its own keyword strategy and landing page to be found independently.
"We're SRA regulated but clients can't tell us apart from less reputable firms"
SRA authorisation is a major trust signal for legal searches — but only if it's correctly displayed and referenced. Most firms have their SRA number on a website footer and nowhere Google can attribute to their Maps listing.
"We're losing conveyancing and family law instructions to online-only firms"
National comparison sites like The Conveyancing Network dominate broad searches. But local Google Maps results are dominated by proximity — a well-optimised local firm consistently outranks national comparison platforms for "near me" and location-specific searches.
Here's exactly what we do to fix this for law firms.
Why Local SEO Is Underused — and Highly Effective — for Law Firms
Legal is one of the highest-value local search categories. Most firms either ignore it entirely or hand it to a generic agency with no legal sector knowledge.
Time-Sensitive Legal Searches
These clients need legal help now. They call whoever is top of Maps.
- "solicitor near me"
- "emergency injunction solicitor [city]"
- "employment solicitor [town]"
- "family lawyer near me"
- "solicitor open today [area]"
Planned Instruction Searches
These clients compare 2–3 firms. Reviews, accreditations, and clear practice area pages win them.
- "conveyancing solicitor [city]"
- "divorce solicitor [town]"
- "personal injury lawyer [area]"
- "commercial property solicitor"
- "will and probate solicitor near me"
Invisible Firm vs. Locally Dominant
This gap is achievable within 60–90 days.
Ranking for Nothing That Matters
- ✕GBP listed as "Legal Services" — too generic to rank for specific practice areas
- ✕SRA authorisation number on website footer, nowhere Google can see it
- ✕One generic "services" page — invisible for conveyancing, family, employment searches
- ✕16 Google reviews — competing firms have 80–150
- ✕Only ranking for firm name — zero new client acquisition from organic
- ✕Losing local instructions to national comparison platforms
Top 3 Across Every Practice Area
- ✓Ranking top 3 for "conveyancing solicitor [city]", "family lawyer [town]", and 30+ terms
- ✓SRA authorisation displayed and linked across all profiles with schema markup
- ✓Dedicated landing pages for every practice area and location
- ✓90–140 Google reviews — new ones arriving weekly
- ✓Consistent flow of new client enquiries from organic search daily
- ✓Outranking national comparison sites for local searches
What We Do Every Month
Specific tasks, tracked monthly, reported in plain English.
Google Business Profile Rebuild
We set the correct legal category for each practice area, add SRA authorisation to your profile attributes, write keyword-rich descriptions, and upload professional office photos. Weekly posts keep the profile active.
- Practice area-specific GBP category strategy
- SRA authorisation number displayed
- Keyword-rich descriptions per practice area
- Weekly posts — legal guides, client FAQs
Practice Area Landing Pages
A dedicated, keyword-optimised page for every practice area — conveyancing, family, employment, personal injury, wills and probate, commercial. Each page targets the specific search terms people use when they need that type of legal help.
- Conveyancing, family, employment pages
- Personal injury, probate, commercial pages
- Legal schema markup on every page
- FAQ sections targeting rich result snippets
SRA & Legal Trust Signal Optimisation
SRA authorisation, Lexcel accreditation, and Law Society membership are all trust signals Google uses to evaluate legal businesses under its EEAT framework. We ensure they're correctly displayed and structured across every profile and page.
- SRA authorisation linked across all profiles
- Lexcel, Law Society schema markup
- Solicitor profiles with SRA numbers on website
- Legal services regulatory signals
Review Generation for Law Firms
Legal clients are happy to review — they just need to be asked at the right moment. Our post-matter SMS system sends a review request when the matter closes and client satisfaction is highest. Fully compliant, fully automated.
- Post-matter SMS review request
- Practice area-specific response templates
- Solicitors Regulation Authority compliant approach
- Review monitoring & alerts
Citation & Directory Syncing
NAP fixed across 80+ directories — with specific attention to legal directories that carry extra weight for solicitor rankings: Law Society Find a Solicitor, Solicitors Journal, Legal 500, and local bar association listings.
- Law Society Find a Solicitor listing
- Legal 500, Chambers, Solicitors Journal
- Local bar association & chamber directories
- Duplicate detection & monthly monitoring
Enquiry Tracking & Reporting
We track calls and online enquiries from Google organic search — broken down by practice area where possible. Monthly plain-English report shows exactly which legal services are driving new client contact.
- Dedicated tracking number per practice area
- Google Maps enquiry source reporting
- Practice area ranking positions tracked
- Monthly report + strategy call
You Win Cases.
We Make Sure Clients Can Find You.
The firms ranking above you on Google Maps are not necessarily better solicitors. They've just done the work — or paid someone to do it — that makes Google trust them. We do that work for you.
client enquiries
From Invisible to Top 3 — Step by Step
Here's exactly what happens from the moment you claim your free audit.
Free Solicitor SEO Audit
We map your current rankings for every practice area search term in your location. We identify GBP issues, SRA signal gaps, review gaps vs. competing firms, and citation errors. Report within 24 hours — no obligation.
Week 1 — FreeGBP Rebuild, SRA Signals & Citation Blitz
We rebuild your GBP — correct legal categories, SRA authorisation displayed, practice descriptions for each area. Simultaneously we fix your NAP across the Law Society, Legal 500, Yell, Thomson Local, and 75+ more directories.
Week 2–3Practice Area Pages, Reviews & Backlinks
Practice area landing pages go live. The post-matter SMS review system launches. Local legal backlinks — from regional press, chambers of commerce, and legal directories — begin building your domain authority.
Month 1–2Top 3 Lock-In & Ongoing Growth
Once ranked across your core practice areas, we monitor competitor activity and keep content updated. Monthly report covers enquiries, map clicks, rankings per practice area, and a strategy call.
Month 3+ — OngoingFrom Referral-Only to a Consistent
Organic New Client Pipeline
"We were entirely referral-dependent. Good work, loyal clients, but no way to predict the pipeline. Within 3 months we were getting 6–8 new enquiries a week through Google — conveyancing and family law mostly. The practice area pages made the biggest difference. We'd never had a dedicated conveyancing page before."
What We Fixed
Changed to "Solicitor" primary with family, conveyancing, and employment as secondary categories.
Added to GBP, website footer, and individual solicitor profiles. Structured data added.
Built dedicated pages for conveyancing, family law, and employment. All three ranking within 10 weeks.
Post-matter SMS launched. Reached 74 reviews in 4 months. Competitors with more reviews but older ones were outranked.
What Is a New Client Worth to Your Firm?
Legal has some of the highest instruction values in local search. Adjust by your practice area mix to see the organic revenue potential.
Based on 28% top-3 click-through and 8% legal conversion rate.
Your Solicitor SEO Revenue Potential
Based on local pack click-through rates (28%) and legal sector conversion benchmarks (8%). Excludes repeat instructions and referral value from satisfied clients, which typically significantly increases actual ROI.
Claim This Revenue GrowthQuestions Law Firms Ask Us
Straight answers — no jargon.
Usually a combination of: GBP listed as "Legal Services" rather than specific practice area categories, SRA authorisation missing from online profiles, no dedicated practice area pages, and NAP inconsistencies across the Law Society, Yell, and your website. Most firms we audit have at least two of these. Our free audit identifies every issue within 24 hours.
Yes — and this is one of the most valuable things we do for law firms. Each practice area needs its own keyword strategy and landing page. A generic "solicitors" listing won't rank for "conveyancing solicitor [city]" and "divorce lawyer [town]" simultaneously. We build individual pages and GBP strategies for each area of law, giving you multiple ranking positions rather than one.
Yes — Google's EEAT framework specifically rewards verifiable regulatory credentials for legal and financial businesses. Your SRA authorisation number, individual solicitor SRA registrations, and any Law Society accreditations should all appear on your GBP, website pages, and be structured with legal schema markup. Most firms have the number in a footer and nowhere Google can connect it to their Maps listing.
For local intent searches, yes. When someone searches "conveyancing solicitor Manchester" Google increasingly shows local Map Pack results above comparison platforms. A well-optimised local firm with strong reviews consistently outranks national sites for location-specific queries. Broad national searches ("conveyancing solicitor UK") favour comparison platforms — but those aren't the clients calling your office anyway.
Yes — soliciting reviews from clients is permitted under SRA guidance provided you don't offer incentives, don't post fake reviews, and don't cherry-pick by only asking clients you know are satisfied. Our SMS review system sends requests to all closing matter clients uniformly, which is compliant. We avoid any approach that could be considered misleading under the SRA Codes of Conduct.
Both. Sole practitioners often see the fastest ROI — even 2–3 additional instructions per month from organic search is significant revenue. Larger firms benefit from a multi-practice area strategy that gives each department its own ranking footprint. We'll recommend the right approach at the audit stage.
Ready for a Predictable New
Client Pipeline From Google?
We work with one law firm per area — no conflicts of interest. Claim your territory now and get a 100% free audit within 24 hours.