SEO Services for Solicitors
If your firm relies on referrals and a bit of PPC, you already know the problem: enquiries can be inconsistent, and cost-per-acquisition can climb without warning. When investing in SEO for solicitors, the goal is not 'more traffic', it is more signed instructions from the right matters in the right locations.
• ROI-DRIVEN SEO
ROI-Driven SEO for Solicitors
Search is where urgency and intent show up first, especially for service + location queries and time-sensitive legal needs. With SEO for solicitors, the commercial win comes from owning the local pack and the organic results that generate calls, consultation requests, and form fills from the right services and locations.
Get More Calls and Forms From Google, Not Just More Traffic
You do not need a spike in organic traffic if it does not translate into instructions for core practice areas. You need conversion-focused landing pages, practice area pages that match intent, and a local SEO system that makes it easy for prospects to choose you.
More Clicks positions SEO services for solicitors around measurable ROI, with enquiry tracking, call tracking, and a focus on outcomes that matter to partners.
Who This Is For
This approach is designed for firms that want predictable inbound demand, not occasional ranking wins. It is also a fit where the firm has clear priorities and wants SEO reporting that supports commercial decisions.
- Solicitors and law firms wanting consistent inbound enquiries beyond referrals
- Firms investing in PPC but needing lower cost-per-acquisition over time
What Success Looks Like
Good law firm SEO is not a report full of vanity wins, it is a pipeline you can plan around. The right KPI set connects search visibility to conversion rate, calls, and forms.
- More calls and form fills for priority matters, not vanity rankings
- Clear reporting tied to calls and forms, not just sessions
• PROVEN DELIVERY
Proven Delivery With Compact Proof You Can Verify
SEO is full of promises, so the only sensible standard is transparency and measurement. A credible SEO agency for solicitors should be able to show what changed, why it changed, and what it did to leads.
+514%
More Clicks has demonstrated execution capability by achieving +514% lead growth for a local UK business through Local SEO execution principles, backed by clear tracking and a structured approach.
Performance-First Reporting
If you cannot attribute enquiries to channels and landing pages, you cannot manage ROI. Reporting should make it obvious what is working, what is not, and what gets prioritised next.
- Track calls, forms and consultation requests by channel and landing page
- Monthly KPI review aligned to pipeline quality and practice priorities
What We Optimise For
For SEO for solicitors, the priority is not broad informational visibility, it is decision-stage intent. That means location-led searches, urgent needs, and practice-specific queries that indicate readiness to instruct.
- High-intent searches like service + location and urgent legal needs
- Local pack visibility and organic results that drive enquiries
• COMMON ISSUES
Fix the Issues That Stop Prospects Choosing Your Firm
Many firms are “nearly there” in Google rankings, but still lose enquiries due to trust gaps, weak local signals, or pages that do not answer the real question: “Why should I call you now?” The fastest gains often come from removing conversion friction and tightening relevance across locations and services.
This is where SEO marketing for law firms becomes commercial, because you are improving both search visibility and the on-site decision journey.
Low visibility for practice-area searches in your target towns and regions
Website pages that rank but don't convert into calls or consultations
Weak local signals: inconsistent NAP, under-optimised Google Business Profile, thin location relevance
Compliance and trust gaps: unclear credentials, reviews, and service scope
Common SEO Gaps We See in Law Firm Sites
A lot of underperformance is structural, not “Google being difficult”. Fixing technical SEO, internal linking, and E-E-A-T signals usually lifts multiple practice areas at once.
- Duplicate or thin service pages that don’t match search intent
- Slow templates, poor internal linking and weak E-E-A-T signals
Conversion Leaks That Cost You Enquiries
Even strong organic traffic will not help if the site gives prospects no confident next step. For solicitors, trust and clarity are part of conversion rate optimisation, not a design preference.
- No clear next step on key pages and weak above-the-fold messaging
- Missing tracking, so you can’t prove ROI or improve what matters
See Where You're Losing Visibility and Enquiries
Request a free SEO review: we will manually review one key page on your site and send you a personalised video with 3-5 actionable insights, delivered within 48 hours. No strings attached.
100% Free
No credit card required, no strings attached
Delivered in 24-48 Hours
A personalised video, not an automated report
No Obligation
Use the insights whether we work together or not
Expert-led campaign execution | Transparent monthly reporting | Founder-led strategy and execution
• OUR SERVICE
A Complete SEO Service Built for Solicitors
A proper system combines technical SEO, on-page SEO, local SEO, and authority building into one plan, tied to lead generation and measurable KPIs. It also respects legal compliance, including how you present services, outcomes, and regulated status.
More Clicks delivers SEO services for solicitors with an ROI-first mindset, avoiding generic packages and focusing on what will drive enquiries for your chosen practice areas and locations.
Technical SEO
Remove crawl, indexation and performance blockers
Local SEO
Strengthen presence across service areas
Content Strategy & On-Page SEO
For practice areas that bring revenue
Authority Building
Ethical link acquisition and digital PR
Core Deliverables
The work should be clear enough that a partner can audit it without needing to “speak SEO”. It should also be practical enough that improvements can be implemented quickly, not left in a document.
- Technical audit, fixes roadmap and implementation support
- Keyword research mapped to practice areas and enquiry intent
What Every Package Covers
Both our Core and Premium Local SEO packages include the essential areas for solicitor SEO. The difference is depth and pace: Premium includes double the content output, higher-authority link building, and advanced CRO.
- Local SEO: Google Business Profile optimisation, citations, reviews and local landing pages
- Practice area SEO: service-page optimisation, FAQs where appropriate, internal linking
- Content production: authority content pieces each month (2x Core, 4x Premium)
- Link building: foundational and high-authority placements with quality controls
• WHY THIS APPROACH
Why Firms Choose This Approach
A conversion-led SEO plan should feel commercially grounded, not like a technical science project. You should be able to see why each action exists and how it connects to calls and forms.
More Clicks keeps delivery practical and transparent, with a focus on ROI and measurable improvements rather than jargon.
ROI-focused strategy tied to calls and forms
Clearer visibility across priority locations
Stronger trust signals that reduce hesitation before calling
Measurable improvements without locking you into jargon
What You Get Each Month
Monthly work should not be a mystery, and it should not be a random list of tasks. You want prioritisation that reflects impact, effort, and your current pipeline needs.
- Prioritised actions with clear impact and effort context
- Detailed monthly performance report connecting rankings and traffic to leads and conversion rate
Built for Modern SERPs
Google’s SERP is no longer ten blue links, especially for local intent. Solicitor searches increasingly surface map results, rich snippets, and AI Overviews, so your content and technical setup must be structured to compete there.
- Optimisation for local pack, organic results and AI Overviews visibility
- Content structured to win featured snippets and high-intent clicks
The Technical Foundations That Support Visibility and Enquiries
Technical SEO is not just about “health scores”, it is about making your practice area pages and location pages reliably crawlable, fast, and eligible for rich results. It also reduces wasted spend by improving Quality signals that affect PPC landing page performance over time.
What we typically review and improve:
- Site speed and Core Web Vitals priorities, with mobile optimization as the default
- Indexation, crawl paths, and internal linking so priority pages receive authority
- Schema markup to clarify services, locations, and entities, including LegalService schema where appropriate
- Setup and diagnostics through Google Search Console for coverage, enhancements, and query-level performance
- Measurement integrity through Google Analytics 4, including conversion events for calls and forms
E-E-A-T, Compliance, and Trust Signals for Regulated Services
For legal services, trust is part of ranking and part of conversion. Your site should make it easy to verify who you are, what you do, and the boundaries of your service scope.
Common trust improvements that also support E-E-A-T:
- Clear solicitor and firm information, including SRA-regulated details where applicable
- Transparent service descriptions that support legal compliance and avoid misleading claims
- Reviews management processes that increase review volume ethically and respond consistently
- Strong "why choose us" proof points that do not rely on invented testimonials
Start With a Fast, No-Pressure Plan and Clear Next Step
The fastest way to improve results is to start with evidence, not assumptions. A free SEO review identifies where you are losing visibility, where you are losing conversions, and where the highest-ROI opportunities sit by practice area and location.
More Clicks limits onboarding capacity to protect delivery quality, so the best time to get a plan is before your next busy period hits and PPC costs rise again.
Free review: we manually analyse one key page and send you a personalised video within 48 hours
If there is a fit, we run a full discovery and identify the highest-ROI practice areas and locations to prioritise
If we're a fit, we recommend Core or Premium, agree clear KPIs and timelines, and kick off.
Limited Availability
Limited onboarding capacity to protect delivery quality
What We Need From You
You should not have to produce a 40-page brief to get started, but clarity helps. The more specific your priorities, the faster we can map keyword research to commercial intent and build a plan that supports case intake.
- Your priority practice areas, target locations and intake goals
- Access to analytics/search tools (read-only is fine) for accurate baselining
Common Concerns
If you have had a poor experience with an agency before, the fix is measurement and transparency, not another promise. If you need momentum quickly, the fix is prioritisation, not rushing low-quality content.
- If you’ve been burned before: we show leading indicators and ROI tracking from month one
- If you need results fast: we prioritise technical fixes and local wins while building long-term authority
- If you’re unsure about cost: packages start from £1,497/month with a 3-month commitment, then month-to-month. See our pricing page for full details
Practical Next Step: Get Your Free SEO Review
If you want SEO for solicitors that is built around ROI, enquiry tracking, and conversion-focused improvements, start with a free SEO review. We will manually review one key page on your site and send you a personalised video with 3-5 actionable insights within 48 hours. No obligation, no credit card required.
• WHO WE HELP
Get More Qualified Legal Enquiries From Google, Not Just More Traffic
Who This Is For
This approach is designed for solicitors and law firms that want predictable, measurable enquiry growth from organic search, including:
Local firms
Competing in a defined catchment area (e.g., family law, conveyancing, wills and probate)
Multi-office practices
That need consistent performance across locations without duplicate content issues
Specialist firms
Targeting higher-value matters (e.g., commercial litigation, employment, immigration)
Firms tired of "rankings reports"
That don't connect to calls, forms, or signed instructions
If your current SEO activity is mostly blog output or generic “keyword targets” without enquiry tracking, this is built to fix that.
What Success Looks Like
Success is not “more sessions”. It is more of the right people taking the right actions.
Core outcomes we aim for:
More calls and forms (calls, forms, consultation requests) tied to specific services and locations
Higher conversion rate from the traffic you already have (better pages, better trust, clearer next steps)
Improved visibility for high-intent searches (e.g., "solicitor near me", "conveyancing solicitor [town]", "employment solicitor for unfair dismissal")
Clear attribution so you can see which pages and queries generate revenue, not just clicks
• REPORTING & MEASUREMENT
Proven Delivery With Compact Proof You Can Verify
Performance-First Reporting
Reporting should answer two questions: what changed and what did it do to enquiries.
Each month, you should be able to see:
Movement in impressions, clicks, and average position for priority services and locations (Google Search Console)
Enquiry volume and quality signals (GA4 events, call tracking, form submissions)
A short list of actions completed, what’s next, and what needs your input
Page-level performance: which service pages are improving, which are leaking conversions, and why
No padded PDFs. No vanity keyword lists. Just decision-ready insight.
What We Optimise For
For solicitors, the goal is not broad visibility. It is visibility where intent is highest and competition is realistic.
We optimise for:
Commercial intent queries (service + location, problem + solicitor, urgent need searches)
Local pack presence via Google Business Profile and location relevance
Conversion actions (calls, consultation bookings, case evaluation forms)
Trust signals that reduce hesitation (accreditations, reviews, transparent pricing where feasible, regulated details)
Sustainable authority so rankings don’t disappear when Google updates roll out
• DEEP DIVE: COMMON PROBLEMS
Fix the Issues That Stop Prospects Choosing Your Firm
Common SEO Gaps We See in Law Firm Sites
Even strong firms often underperform in search because the site is not structured around how people actually search for legal help.
Typical gaps include:
- Service pages that are too generic (one "Services" page trying to rank for everything)
- Missing or weak location targeting (no dedicated pages for towns/areas served, or thin duplicates)
- Overreliance on blog content that attracts research traffic rather than enquiry traffic
- Weak internal linking (key pages buried, no clear topical clusters by practice area)
- Google Business Profile not fully optimised (categories, services, photos, posts, review velocity)
- Technical issues that dilute visibility (index bloat, cannibalisation, slow templates, messy redirects)
Conversion Leaks That Cost You Enquiries
Ranking is only half the job. Many law firm sites lose enquiries because pages don’t do the basics well.
Common conversion leaks:
- No clear next step above the fold (phone number hidden, forms too long, no consultation CTA)
- Pages written for Google, not people (legal jargon, no reassurance, no proof)
- Weak differentiation (every firm claims to be "friendly and professional")
- Trust gaps (no solicitor profiles, no regulated details, no case types, no process explained)
- Mobile friction (click-to-call missing, intrusive pop-ups, slow pages)
Fixing these often lifts enquiries even before rankings improve.
• SERVICE DETAIL
A Complete SEO Service Built for Solicitors
Core Deliverables
A complete service should cover visibility, authority, and conversion. Our Core and Premium packages bundle these together so nothing falls through the cracks.
Core deliverables typically include:
Technical SEO audit and implementation plan (crawlability, indexation, speed, templates)
Local SEO (Google Business Profile optimisation, citations where relevant, review strategy)
Practice area and location mapping (what to build, what to consolidate, what to retire)
Content improvements focused on service pages first (not endless blogs)
Authority building (digital PR, link earning, local relevance signals)
Conversion optimisation for key landing pages (calls and forms tracked properly)
Detailed monthly performance report tied to enquiries and commercial intent queries
What Each Area Covers
Core and Premium both cover the five areas below. The difference is execution depth and pace: Premium doubles content output, adds higher-authority link building, and includes advanced CRO.
Technical & Indexation Fixes
Why it matters
If the site has platform issues, poor Core Web Vitals, or pages not indexing properly, everything else underperforms.
Includes
Crawl diagnostics, index clean-up, template improvements, structured data, redirect hygiene.
Local SEO & Google Business Profile
Why it matters
Local enquiries and map pack presence are typically the highest-converting channel for solicitors.
Includes
GBP optimisation, service/category alignment, review plan, local landing page strategy.
Service Page Optimisation
Why it matters
Rankings exist but enquiries are inconsistent when pages do not match intent or build trust.
Includes
Rewriting and restructuring key pages, internal linking, FAQs on-page, trust blocks, stronger CTAs.
Authority & Digital PR
Why it matters
Competitive practice areas require authority signals to outrank established competitors.
Includes
Link earning campaigns, local PR angles, expert commentary, asset-led outreach.
Conversion Tracking & Measurement
Why it matters
Without proper tracking, you cannot prove what SEO is producing or make informed decisions.
Includes
GA4 event setup, call tracking integration, form tracking, attribution basics, reporting.
• WORKING WITH US
Why Firms Choose This Approach
What You Get Each Month
A predictable monthly rhythm keeps delivery moving and prevents “busywork SEO”.
Monthly cadence:
Priority actions shipped (technical, content, local, authority)
Detailed monthly performance report connecting rankings and traffic to leads and conversion rate
Clear priorities for the month ahead so you always know what is coming next
Clear asks from your team (approvals, regulated details, practice focus changes)
Built for Modern SERPs
Google results for legal queries are crowded: local packs, ads, “People also ask”, AI summaries, and directory sites.
This approach is built to compete in that reality by:
Targeting queries where local intent and trust matter most
Structuring pages to win rich results (FAQ-style sections, schema, clear entities)
Improving brand signals so searchers choose you when they see you
Prioritising service pages and location relevance, not generic content volume
SEO That Produces Enquiries, Not Just Reports
SEO for solicitors works best when it is treated as an intake channel, not a traffic project. That means prioritising high-intent visibility, fixing technical and local foundations, improving the pages that convert, and tracking outcomes in calls and consultation requests. If you want a plan that is measurable, compliant, and built around ROI, start with a free SEO review and we will show you exactly what to fix first and why.
• FREQUENTLY ASKED QUESTIONS
Frequently Asked Questions
Common questions about SEO for solicitors and law firms in the UK.