What SEO strategies are most effective for solicitors?
Our platform is designed to help you win at Local SEO as a solicitor. We’ve put together some of our most frequently asked questions.
SEO strategies for solicitors
Solicitors benefit from SEO strategies that focus on local visibility, authoritative content, and trust signals. Building practice-area-specific service pages (e.g. “Family Law Solicitor in Manchester”), optimizing for Google Business, earning backlinks from legal directories, and publishing detailed guides on client concerns are all critical.
Prospective clients are often searching for very specific help—your site should answer those queries clearly and locally.
How do I choose an SEO company for a law firm?
Speak to one of our experts to see if we can help. If you’re looking for one in your area then do the following:
When selecting an SEO provider for your legal practice, look for an agency that has worked with regulated or professional service industries.
They should understand the limitations around advertising in law, be able to write legally appropriate content, and have a strategy for increasing both local traffic and qualified case enquiries. Check if they’ve helped other firms rank for terms like “property solicitor London” or “criminal defence solicitor in Salford.”
What makes a good SEO expert for solicitors?
Ultimately it’s results within 90 days.
However, an effective SEO expert for solicitors understands the sensitivity of legal services and knows how to balance technical SEO with persuasive, jargon-free content.
They should be able to identify high-value, low-competition keywords, build a structured site architecture around your legal services, and know how to optimise for local intent—especially in major cities like London or Manchester.
Can SEO help solicitors attract more local clients?
Absolutely. Local SEO is one of the most powerful tools for solicitors. Most people searching for legal help include a location in their query—such as “employment lawyer in Camden” or “conveyancing solicitor near Stockport.” Showing up in these local search results, especially in Google Maps and local packs, can bring in steady enquiries from people actively looking for your services.
How important are reviews for solicitor SEO?
Client testimonials and Google reviews have a direct impact on local SEO rankings and influence prospective clients. Legal services often involve high trust, so potential clients will heavily rely on reviews to assess credibility. Your trustpilot and glassdoor profiles are also places that people may check.
Encouraging past clients to leave detailed, professional feedback—particularly on your Google Business Profile—can give you a local edge.
Should law firms have separate pages for each service?
Yes, it’s essential. Each service area—whether it’s probate, housing disputes, or medical negligence—deserves its own dedicated, keyword-optimised page.
Not only does this improve your ability to rank for specific search terms, but it also allows you to clearly explain your expertise and process for that legal area. Pages like “Wills & Probate Solicitors in Wandsworth” or “Tenant Eviction Advice in Manchester” provide both clarity and SEO value.
What keywords should a solicitor’s website focus on?
Focus on intent-driven combinations of legal service + location, e.g. “family solicitor in South London,” “criminal defence lawyer Manchester,” or “divorce advice for men in Leeds.” Consider the actual language clients use when in distress or need—some may search “help with a redundancy dispute” rather than “employment solicitor.”
What kind of content should solicitors publish on their blogs?
Content should address common legal questions, explain processes, and help users understand their rights. For example: “What happens during a divorce hearing in England?” or “Your rights if your landlord enters your property without notice.”
Educational, empathetic blog content builds trust and attracts organic search traffic from people needing guidance.
Does technical SEO matter for law firm websites?
Yes. Even if your content is outstanding, technical errors can stop your site from ranking well. Regular audits should check for crawl errors, broken links, duplicate meta tags, missing alt text, and slow-loading pages. A solicitor in Manchester may be losing leads simply because their service page takes too long to load on mobile.
Should I use schema markup on my legal website?
Definitely. Adding structured data like “LegalService,” “LocalBusiness,” and “Review” schema can help Google display additional information in search results—such as your ratings, service area, and office hours. This can improve your visibility in search and click-through rates.
What legal directories help with SEO?
Sites like The Law Society, Solicitors.com, Yell, and ReviewSolicitors not only bring in traffic but also provide valuable backlinks that support SEO. Make sure your profiles are complete and consistent across all platforms. For example, a firm in Islington might gain a high-authority backlink just from their Law Society listing being properly optimised.
Is it better to work with a freelancer or an agency for solicitor SEO?
Freelancers may offer cost-effective solutions for small practices focusing on a single location. Agencies often provide more robust support, especially if you want ongoing content, technical optimisation, and monthly strategy. The key is choosing someone who understands the legal sector and can work within SRA marketing guidelines.
How long does it take to see SEO results for solicitors?
You may begin to see improvements in traffic and visibility within 3 months, but consistent and competitive results typically take 6 to 9 months. In highly competitive areas like Central London, or for services like immigration law or family law, it can take longer—especially if you’re competing with firms with long-standing authority.
What role does Google Business Profile play for law firms?
It’s critical. Many local clients discover solicitors through Google Maps. A well-optimised profile with categories like “Solicitor,” “Family Law Attorney,” or “Legal Services” allows you to appear in map packs, especially when people search terms like “solicitor near me” or “lawyer in Camden.” Regular updates, Q&A entries, and reviews boost its effectiveness.
Can SEO help smaller law firms compete with national chains?
Yes, and often better. Local SEO allows smaller firms to dominate their area by being hyper-specific and more accessible. A solicitor in Salford can outrank a national brand for terms like “road traffic accident lawyer Salford” simply by being more locally relevant, having better reviews, and targeting long-tail queries.
How do you track SEO performance for a law firm?
Use Google Analytics and Google Search Console to monitor traffic, page performance, and search visibility. Set up conversion tracking for consultation forms or phone clicks. A solicitor in Hackney might find that their “eviction notices” page drives more calls than their homepage—this insight helps shape future content strategy.
SEO Strategies for Different Types of Solicitors
SEO for Family Law Solicitors to get clients
Family law is competitive and emotional. Pages should target key phrases like “divorce solicitor South London” or “child custody lawyer Manchester.”
Empathetic tone, clear guidance on fees, and detailed blog content (e.g. “What to expect during a family court hearing”) help build trust and drive enquiries.
Local SEO for Immigration Solicitors
People search immigration questions with urgency and specificity—use location and service keywords like “spouse visa lawyer London” or “appeal deportation Manchester.”
Multilingual content, FAQs, and schema markup for Q&A can dramatically increase local and national visibility.
Simple SEO for Conveyancing Solicitors
Conveyancing searches are location-heavy. People typically search “conveyancing solicitor in Clapham” or “property lawyer near me.” Google Business optimisation, local reviews, and landing pages for different boroughs or suburbs are essential for generating leads.
Best SEO for Criminal Defence Solicitors
Criminal law searches are urgent and trust-based. Rank for terms like “criminal solicitor Manchester 24/7” or “arrest advice East London.” Content should include immediate next steps, availability, and explain procedures clearly—plus testimonials to reassure people in distress.
Vital SEO tactics for Employment Solicitors
Employment law is driven by both employer and employee queries.
Pages should reflect that with “settlement agreement solicitor London” or “unfair dismissal legal advice Manchester.” Blog content on new legislation, rights, and tribunals will attract highly engaged users.
Local SEO for Medical Negligence Solicitors
This area requires authority and compassion. Use keywords like “medical negligence solicitor in Camden” or “hospital injury claim advice.” Case studies, outcomes, and user-friendly explanations of the claims process can improve both ranking and conversions.
SEO for Personal Injury Solicitors
“Road traffic accident solicitor Salford” or “slip and trip injury lawyer in Croydon” are the kinds of terms users search. Geo-targeted content, Google reviews, and real client testimonials matter hugely. Ensure content explains time limits and compensation clearly.
Local SEO for Probate & Wills Solicitors
Target long-tail keywords like “make a will in Battersea” or “probate solicitor in Greater Manchester.” Write informative guides around “What is probate?” and “How long does probate take?” These are commonly searched terms with less competition but high intent.
UK SEO for Housing & Landlord Solicitors
Focus on tenant and landlord phrases like “eviction lawyer in London” or “rent dispute solicitor Manchester.” Create content around changes in the Renters Reform Bill, and structure service pages to address both tenant and landlord concerns separately.
Best local SEO for Commercial & Business Solicitors
Use sector-specific terms like “commercial lease solicitor in Shoreditch” or “shareholder agreement solicitor Manchester.” Add pages for sectors you serve (tech startups, property developers) and optimise for B2B conversions, such as consultation bookings or document reviews.