How solicitors get more clients online: SEO for law firms
Marketing for law firms, made simple: be the firm people find on Google, Google Maps and ChatGPT when they need legal help, and look like the safest choice when they do.
How do solicitors get more clients online?
Solicitors get more clients online by giving each practice area its own page, keeping a complete Google Business Profile with steady client reviews, and publishing clear answers to the questions clients ask. Do that every month and Google, Google Maps and AI tools such as ChatGPT have every reason to recommend your firm over the one down the road.
- One page for each practice area you want instructions for.
- A complete Google profile and a review request when every matter closes.
- SRA badge and pricing information shown as clear, readable pages.
- Monthly guides and answers so Google and AI keep recommending you.
- Plans from £350 a month. Most high-street firms suit Area at £550.
Why do law firms lose enquiries online?
- Every practice area sits on one long page, so the firm ranks for none of them.
- National firms, panels and comparison sites appear above you for local searches.
- Pricing pages were written for compliance, not for clients, so they explain very little.
- Enquiries arrive for work you do not do, while the matters you want go elsewhere.
Is your firm missing out on clients online? 7 signs
- You do not appear in the map results for “solicitor near me” in your own town.
- Your practice areas share one page.
- Your Google profile has fewer reviews than the firms around you.
- Your fee information is a PDF or hard to find.
- Ask ChatGPT for a solicitor in your town and it names a competitor.
- Most new clients come from referrals, and quiet months worry you.
- You cannot tell how many enquiries your website brings in each month.
Ticked three or more? You are likely losing enquiries to competitors who are easier to find. A free website check shows exactly where.
How does SEO work for a law firm?
Six phases, each built on the one before. One piece on its own does very little. Together, they become an engine that keeps bringing customers.
Website SEO
A page for each practice area, clear titles and headings, structured data that tells Google you are a legal practice, and pages that load fast on a phone.
Google profile
Every practice area listed as a service, the most specific legal categories Google offers, office hours and photos of your real team.
Reviews and listings
A review request when each matter closes, a warm reply to every review without revealing anything about the case, and consistent details across legal directories.
New pages and guides
Guides that answer what clients worry about, such as how long a divorce takes or what happens at exchange, each linked to the right practice-area page.
AEO: answers
Question-and-answer sections written so Google can lift a clear answer into its results, with your firm's name attached.
GEO: AI tools
We check how ChatGPT, Gemini and Perplexity describe your firm and fill the gaps, so AI recommends you for the work you want.
Google decides the rankings. We do the work that earns them, every month, and your monthly report shows every step.
What do your future clients search for?
These are the kinds of searches your customers type into Google or ask ChatGPT. We build your pages, profile and answers around them.
Which SEO plan is right for a law firm?
| Your business | Plan | Price |
|---|---|---|
| Sole practitioner or small firm in one town, up to 3 practice areas | Local | £350 a month |
| High-street firm with several practice areas and clients from nearby towns (usually the best fit) | Area | £550 a month |
| Several offices, regional or national reach, or competing with large firms | Growth | £750 a month |
We confirm the right plan with you after a free website check, and you can move up at any time. Compare the plans in full →
How much does SEO cost for a solicitor, and how long does it take?
One-off. Covers set-up if your website is good enough to keep. On a 6- or 12-month plan a new website is part of the start fee, from £495.
A month on a 12-month term. Local £350, Area £550, Growth £750, chosen by how far you want to be found. Shorter terms cost a little more.
For our clients, Google visibility usually starts to move within 3 months and enquiries build from there. Mainteniq's first calls from Google came within 5 months.
Compared with paying panels or directories for each introduction, a plan costs the same every month however many enquiries it brings. Most high-street firms start on Area at £550 a month. Every price is fixed in writing before we start, and there is no VAT to add.
What marketing mistakes do law firms make online?
- One page for everything. Google cannot match a single “Our services” page to a search for a specific practice area.
- Hiding fee information in a PDF. Clients want to understand costs early, and a clear page builds trust.
- Never asking for reviews. Happy clients rarely leave one unless you ask when the matter closes.
- Writing for other lawyers. Clients search in plain words, so pages should answer in plain words.
- Relying only on panels. They own the client relationship and charge for every introduction.
What rules apply to a solicitor's website?
Firms regulated by the Solicitors Regulation Authority must display the SRA digital badge on their website. The SRA Transparency Rules also require published price and service information for certain work, such as residential conveyancing and uncontested probate, and information about how to complain. We build these in as clear, readable pages, and you approve every word before it goes live. We do not give legal or regulatory advice: your compliance officer has the final say.
Will this work for a law firm?
Yes. Law firms win clients on trust, and so do the professional firms we work with. The same method made Fouracre Accountancy, a regulated professional firm, Gemini's first pick for an accountant in Leighton Buzzard (October 2026), and brought Mainteniq 39 calls straight from Google between April and September 2026.
See more work →Questions solicitors ask us
Do solicitors need SEO?
If you want new clients who do not already know you, yes. Most people look for a solicitor on Google or ask an AI tool, then call two or three firms. SEO is how your firm becomes one of those calls.
How much does SEO cost for a law firm?
Our plans are £350, £550 or £750 a month on a 12-month term, chosen by how far your clients come from and how many practice areas you want found. Most high-street firms suit Area at £550 a month. A one-off start fee covers set-up, from £295 if your website is good enough to keep.
How do I get my law firm on Google Maps?
Claim and verify your Google Business Profile, choose the most specific legal categories, list every practice area as a service, add real photos and ask clients for reviews. We do all of this as part of every plan.
Why doesn't my law firm show up on ChatGPT?
AI tools such as ChatGPT, Gemini and Perplexity recommend businesses they can describe with confidence. If your website is vague, your details differ from site to site, or there are few reviews and no clear answers to common questions, they name someone else. We fix each of those, then check every month how AI tools describe you.
Is SEO better than paying for legal directories or panels?
Panels charge for each introduction and own the relationship. SEO brings clients straight to your firm for a fixed monthly price, and the pages keep working for years. Many firms use both while SEO builds.
How long does SEO take for a law firm?
SEO builds over time, and the work done this month keeps working next year. For our clients, Google visibility usually starts to move within the first 3 months and enquiries build from there. Mainteniq's first calls from Google came within 5 months of starting.
Can I do SEO for my firm myself?
You can do the basics yourself: claim your Google Business Profile, ask every happy customer for a review and keep your details consistent. What takes time is the rest: service pages, structured data, monthly guides, answers written for Google and AI, and checking what is working. That is the part our plans take off your plate.
Who writes the legal content?
We draft pages and guides from your expertise and the questions clients ask. A solicitor at your firm checks and approves every page before it is published.
Do I need a new website to start?
Not always. Our free website check tells you, in writing, whether your current site can be improved (from a £295 start fee) or needs rebuilding. On a 6- or 12-month plan, a new website is part of the start fee.
Do you use templates?
No. Every website is designed for your business from scratch and hand-coded, so it is fast, secure and built the way Google and AI tools read it.
Find out what is holding you back
Get a free website check or book a free 20-minute call. We tell you, in writing, what to fix first and which plan fits, before you pay anything.
Get a free website check