SEO for law firms
Trusted by law firms across the UK
What law firm SEO is
Law firm SEO is the work that gets your firm found when someone searches for a solicitor, in Google and in AI tools such as ChatGPT. Done well, it brings in enquiries for the work you want, from the places you want it.
It differs from SEO for shops or software because people choose a solicitor on trust, often at a stressful moment. They compare a few firms and look for proof that you handle their kind of case. Solicitors must also make sure their publicity is accurate and not misleading, and must publish prices on their website for services such as residential conveyancing and uncontested probate. We write within those rules and keep every claim to what your firm can support.
We work across personal injury, medical negligence, family, private client, property, employment, immigration and commercial law.
A result: Osbornes Law
Osbornes Law is a London firm working across personal injury, medical negligence, family, property and private client law. We changed how its site is found and how it turns visits into enquiries.
The firm now gets more than 2,000 calls and emails a month from its website, and £3.75m a year in fees from website leads.
- £3.75m
- a year from website leads
- 2,000+
- calls and emails a month
Figures from Osbornes Law’s call tracking and enquiry data, and the firm’s own fee figures.
What we do for law firms
Practice area pages
A page for each area of work you want to grow, built around the searches clients make when they need a solicitor. Each one answers their questions and makes it easy to get in touch.
Local SEO
Your Google Business Profile, reviews and office pages, so you are found by people searching near you.
Guides and content
Articles that answer what clients ask before they instruct a firm. Your lawyers check every one for accuracy before it goes live.
Digital PR
Comment and coverage in the press your clients read, which builds trust with them and with Google.
AI search
Getting your firm named when people ask ChatGPT, Perplexity or Google’s AI Overviews for a solicitor.
More enquiries from the same visits
Changes to forms, calls to action and page layout, so more of the people who arrive pick up the phone.
For enquiries while SEO builds, Google Ads can bring calls in within weeks. Our SEO page covers how we work with accountants and financial advisers.
How we measure it, from enquiry to instruction
Traffic is easy to grow and tells you nothing about whether the phone rang. We count the calls, emails and forms your website produces and the page each one came from, using call tracking and your own enquiry data.
Where you can share it, we match those enquiries to the instructions and fees that followed, for each area of work. That is how Osbornes Law can put a figure on what its website earns.
SEO and AI search for law firms
People now ask ChatGPT, Perplexity and Google’s AI Overviews to recommend a solicitor. These tools draw on your website, your reviews, legal directories and press coverage, so good SEO and being named by AI go together. We check what these tools say about your firm and fix what is missing or wrong. Our AI SEO page explains more.
Local or national SEO
Most clients want a solicitor near them for family, conveyancing and wills, so for that work local SEO matters most. That means your Google Business Profile, your reviews and a page for each office.
For work such as personal injury and medical negligence, clients will instruct a firm anywhere in the country, and you compete nationally. Many firms need both, and we plan each area of work separately.
How long it takes
SEO usually takes months, not weeks, because search engines need time to visit changed pages and trust builds slowly. Pages that already nearly work can improve sooner. We tell you what we expect for your firm in the free review and show you the enquiries as they arrive.
What law firm SEO costs
There are three ways to work. All are a fixed monthly price agreed before work starts, and there is no long contract. It runs month to month with 30 days’ notice.
SEO done with you
from £2,000 a month
- A plan and content calendar agreed with your team
- Advice on every page and article before it goes live
- Keyword research for each area of work
- A monthly review of progress and next steps
- Reporting your team can see at any time
SEO done for you
from £3,000 a month
- We do the SEO and write the content
- Pages built around the searches that bring instructions
- Digital PR
- Changes that turn more visits into enquiries
- A monthly report on enquiries and what they were worth
SEO for multi-office firms
from £5,000 a month
- Everything in SEO done for you
- A plan for each office and area of work
- More content and digital PR each month
- Local search set up for every office
- Reporting by office and area of work
Prices are quoted plus VAT. Your Google accounts, content and reports stay yours if you leave.
What to check before hiring a law firm SEO agency
- A promise of a position on Google. Google’s own advice to businesses hiring an SEO is that nobody can guarantee one.
- Reports on traffic and positions that never mention enquiries or instructions.
- Content written in bulk by people who do not know the law, with nobody at your firm checking it.
- Claims about your firm that you could not back up if a client or the SRA asked.
- A contract of six or twelve months before you have seen how the work is measured.
Ask any agency what it will count. If the answer is not enquiries, keep looking. Google’s guide Do you need an SEO? has more questions worth asking.
What clients say
“We’ve seen a big increase in the amount of enquiries coming from our website since we started working with Next Customer Please. We rely on the work that we generate from these enquiries.”
“Excellent service and very knowledgeable. I highly recommend Next Customer Please.”
“Next Customer Please are a pleasure to work with. Their no nonsense attitude will help you reach your goals by providing a clear plan on how to achieve them.”
Questions law firms ask before booking
How much does law firm SEO cost?
Our law firm SEO starts at £2,000 a month if we guide your team, £3,000 a month if we do it all for you, and £5,000 a month for multi-office firms, plus VAT. It runs month to month with 30 days’ notice, and we agree a fixed price before work starts.
How long does it take to see results?
Usually several months. Pages that already nearly work can improve sooner, and we tell you what to expect for your firm in the free review.
Does SEO work for law firms?
Yes, when it is aimed at the searches people make when they need a solicitor and measured on enquiries. Osbornes Law gets more than 2,000 calls and emails a month from its website.
Do you write the content, or do we?
Either. With SEO done for you, we write it and your lawyers check it. With SEO done with you, your team writes it and we advise on every page before it goes live.
Does it work for a niche practice area?
Often better than for a crowded one, because fewer firms compete for the searches. The searches are smaller, so each enquiry tends to matter more.
Can you work alongside our current agency?
Often, yes. We can take one part, such as content or digital PR, and work with whoever does the rest. We tell you if the overlap would waste your money.
What will I see in the monthly report?
The calls, emails and forms your website produced, the pages and searches they came from and, where you share the data, the instructions and fees that followed. We include positions and traffic only where they help explain the numbers.
How has AI search changed SEO for law firms?
More people now ask ChatGPT or Google’s AI Overviews to recommend a solicitor. These tools draw on the same pages, reviews and press coverage that SEO builds, so we track whether your firm is named as well as whether it is found.
Find out where your firm’s enquiries are going
Book a free 20-minute review. We look at your site and your search results and tell you what we would do first. No obligation.
Prefer to talk now? Ring 07779 238876