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Law firm SEO and websites for UK solicitors
Win more new matters from search with practice area pages that answer client questions, transparent price information that meets the SRA rules, and a firm that Google and AI assistants recognise. Monthly SEO starts at £295, and a new law firm website at £995.
- Led by Muhammad Younus
- Building websites since 2019
- Top Rated Plus on Upwork
- SEO from £295 a month
Written by Muhammad Younus, founder of Renozer. Last updated . Editorial policy.
- Top Rated Plus on Upwork, 100% Job Success
- 430+ projects delivered since 2019
- Fixed prices in writing, no VAT to add
- You own your website and accounts
- Reply within one working day
- Your deposit back if you don’t approve the design
The basics
What is law firm SEO?
And why it matters more as Google Ads get dearer.
Law firm SEO means putting a firm in front of people searching for legal help in their area, such as a conveyancing quote, a divorce solicitor or advice after a dismissal, across Google results, Google Maps and AI assistants. It turns a website into a steady source of new client enquiries rather than a brochure for people who already know you.
Clicks on legal terms in Google Ads are among the most expensive of any sector, so firms that rely on ads pay for every enquiry. Search visibility takes longer to build, but once a practice area page ranks, the enquiries it brings in cost nothing extra. Our SEO service provides the foundations, and this page explains how we adapt it for solicitors.
- Best for
- High street and specialist firms, two to fifty fee earners
- Main targets
- Practice area searches with a town or area
- Built around
- Practice area pages, price information and solicitor profiles
- Rules respected
- SRA Transparency Rules, digital badge, complaints details
- Monthly plan
- From £295, details under prices
- Website
- From £1,495, or custom builds for quote tools
Watch in 71 seconds
Practice-area pages that win clients
Why one generic services page ranks for nothing, what a strong practice-area page contains, and realistic timings.
Read the video transcript
A single services page won't rank for anything in particular. Clients search for their exact problem, so every practice area needs its own page.
A strong page explains the process in plain English, says who handles the work, gives a price or range, and answers the first call questions. We leave time for your compliance officer to approve the wording.
Google Ads stop the day you stop paying. Directories vary. SEO builds over time, and your own pages keep ranking for months.
Local visibility moves first. Office profiles usually lift in two or three months. Less contested practice areas often rank in three to six months. City centre terms take longer.
Law firm SEO plans start from £295 a month, with a three month minimum and no VAT to add. AI Search Authority starts from £695.
Get your free law firm audit at renozer.com. We work with firms by video call, wherever you are.
The client view
How clients find and choose a solicitor
Urgent, nervous and comparing, often all at once.
People rarely look for a solicitor until something has happened: a house sale has agreed, a marriage is ending, a relative has died or a job has gone. They search with a town name, read two or three practice area pages, look at prices and reviews, and call the firm that seems to understand their situation. More of them now also ask an AI assistant which local firms handle their kind of case.
We track those real client questions across Google, ChatGPT, Gemini, Perplexity and AI Overviews, so you can see which practice areas bring you into the answer and which send clients to competitors. You get this view with AI Search Optimisation, which often shows that the firm with clearer prices is the one being named.
| Customer question | AI Overview | ChatGPT | Gemini | Perplexity |
|---|---|---|---|---|
| fixed fee conveyancing solicitor Bolton | Cited | Mentioned | Mentioned | Cited |
| divorce solicitor Bury free first meeting | Mentioned | Not yet | Mentioned | Cited |
| how much does probate cost in Manchester | Not yet | Mentioned | Mentioned | Cited |
| unfair dismissal solicitor Salford | Cited | Mentioned | Not yet | Cited |
| will writing solicitor Ramsbottom | Mentioned | Mentioned | Not yet | Not yet |
| family law solicitor near Radcliffe | Cited | Not yet | Mentioned | Cited |
What you get
What we do for a law firm
Built around practice areas, people and proof.
Practice areas
Practice area pages that win new matters
The heart of law firm website design for search.
A single "Services" page listing everything the firm does will not rank for anything in particular. Clients search for their exact problem, so each practice area needs its own page, and larger areas need pages for the main client situations within them, such as buying, selling and remortgaging in conveyancing.
What a strong practice area page contains
The stages in order, with no jargon left unexplained.
The fee earner or team and their experience, so clients know who they’ll deal with.
Wherever you can give one. For some services the SRA rules require it, as the next section shows.
The things clients always ask on the first call, answered on the page.
That’s also the content AI assistants lift when someone asks how long probate takes or what a settlement agreement costs.
For firms that quote online, a conveyancing or probate quote tool can turn visits into instructions. We build those as custom features on top of a WordPress site your team can edit. Custom development starts from £3,995, and we quote it separately.
Compliance
SRA rules your website needs to follow
Short, practical points. Your compliance officer should approve the final wording.
The SRA’s rules set what regulated firms must show on their websites. We build the pages to match them, and we leave time for your compliance officer to approve every word. Our SRA website checklist turns the rule text into a tick list. This page is general information, not legal advice, and the SRA’s own text is what counts.
- Cost informationFor the services listed on the right, publish the total cost or an average or range, how you charge, who does the work and their experience, likely disbursements, VAT, what’s included with the key stages and likely timescales, and what isn’t. It must be clear and in a prominent place.
- Complaints procedurePublish how to complain, including how and when a complaint can be made to the Legal Ombudsman and to the SRA.
- SRA number and digital badgeShow your SRA number and the SRA digital badge in a prominent place on your website. The SRA calls the badge its clickable logo, and it only works with website addresses recorded in your mySRA account.
- Accurate publicityPublicity must be accurate and not misleading, including what it says about your charges. So show an accreditation only if the firm holds it.
Getting these details right helps rankings as well, since they confirm who you are. Matching information across your site, the SRA register and directories is part of our entity SEO work.
Compare
Law firm SEO, Google Ads and directories compared
Three ways firms win enquiries online, and what each one really costs.
| Google Ads | Legal directories | Search (SEO) | |
|---|---|---|---|
| How you pay | Every click, every month | Listing or lead fees | A fixed monthly plan |
| Speed | Enquiries within days | Depends on the directory | Builds over three to twelve months |
| When you stop paying | Enquiries stop the same day | Listing disappears | Pages keep ranking for months |
| Effect on AI answers | None | Some, if the directory is trusted | Strong, your own pages are quoted |
| Best use | Urgent work and new practice areas | Extra trust signals | The steady base of enquiries |
Most firms run ads and SEO together for a while. The free audit shows which practice areas could move off paid ads first.
Why it matters
Why legal marketing often disappoints
The problems firms most often describe to us, and how we avoid them.
Pages written for your firm with your fee earners, so they say something only you can say.
Price and service pages kept current and linked from every relevant practice area.
Website, domain, profile and analytics owned by the firm from day one.
Enquiries and calls per practice area reported every month.
A separate Google Business Profile for each office, kept consistent.
Timeline
How long does SEO take for a law firm?
A realistic timeline, practice area by practice area.
Better office profiles, reviews and consistent firm details usually move you up the Maps results.
Pages for work such as wills in Bury or conveyancing in Bolton often rank within three to six months.
Competitive areas, such as personal injury or divorce in Manchester, take longer because established firms have years of links and content.
- Audit and priorities
Your practice areas, fees and offices compared with the firms clients see instead.
- Foundations
Speed, indexing and site structure checked, and fixed from Growth SEO at £495 a month, using our technical SEO checks.
- Practice area pages
Written with your fee earners and approved by your compliance officer.
- Offices and reviews
Profiles, directory details and a fair review routine set up.
- Report and expand
Monthly report on enquiries, rankings and AI answers, then the next practice area.
We support firms in Salford, across Greater Manchester and further afield by video call. Mentions in local and trade press, earned through digital PR, can shorten the timeline for competitive areas.
Reporting
How to tell if law firm SEO is working
Count new matters, not traffic. Here’s what we put in front of you every month.
- Rankings, query by queryPosition on the terms clients really use, page by page. A site average moves for reasons that have nothing to do with your rankings.
- Enquiries you can countCalls and form enquiries from search, by practice area. Check them in your own inbox too, because bot traffic and form spam can inflate an analytics count.
- The right kind of workTen unqualified enquiries are a worse result than two good ones, so the report should say which matters came in.
Fixed prices
Law firm SEO and website prices
Every figure is agreed in writing before work begins. For the build itself, see our solicitor website design page.
Minimum term three months, then rolling monthly on 30 days' notice.
- Practice area page improvements
- Office profiles and reviews managed
- Rank tracking for each practice area
- Directory and SRA register consistency
- Monthly report on enquiries
Built on WordPress so your team can edit it, usually launched within three to six weeks. Or the Starter Website at £995 for up to five pages.
- Practice area and price pages
- SRA badge and complaints details
- Solicitor profiles
- Quick to load on mobile
There's no VAT to add. Monitoring in ChatGPT, Gemini, Perplexity and AI Overviews comes with AI Search Authority at £695 a month. Quote tools are priced separately. Compare every package.
Before you sign
How to choose an SEO agency for a law firm
Choose on evidence, not on a promise. Google’s own advice on hiring an SEO is to ask for examples, references and realistic estimates, and to walk away from anyone who guarantees first place. For a law firm there’s one more test: can they work with your compliance officer? Read Google’s guidance.
| Ask the agency | A good answer | A warning sign |
|---|---|---|
| Can you guarantee a first-page ranking? | No. They give you realistic estimates and timescales, and say that nobody can promise a position. | A guaranteed number one, or a “special relationship” with Google. |
| Who will actually do the work? | A named person you can speak to, and an explanation of what they’ll change on your site. | Vague answers, or a different team after you’ve signed. |
| How do you handle the SRA rules? | They build in price information, complaints details, your SRA number and the badge, then send the wording to your compliance officer first. | They treat it as your problem, or write claims the firm can’t back up. |
| How will I know it’s working? | Calls and enquiries by practice area, plus rankings query by query. | Reports that only show traffic and impressions. |
| Who owns the website, domain and profiles? | You do, from day one. | Logins or hosting held in the agency’s name. |
| What have you tried that didn’t work? | A specific, honest answer. | Every project is a success story. |
Red flags
Walk away if you see these
Most come straight from Google’s guidance and the SRA’s Code of Conduct. Ask us the same questions, and we’ll answer them in writing. There’s more in how to choose a law firm SEO agency.
- A guaranteed #1 ranking. Google says: “No one can guarantee a #1 ranking on Google”.
- A “special relationship” with Google or a “priority submit”. Google lists both as things to be wary of.
- A company that’s secretive or won’t clearly explain what it intends to do to your site.
- Full access to your Search Console just to run an audit. Google suggests read access only at that stage.
- Publicity you can’t stand behind, such as unearned awards or claims about charges. The SRA requires publicity to be accurate and not misleading.
- An email that arrives out of the blue promising rankings. Google advises the same scepticism you’d give any unsolicited offer.
Does SEO work for law firms?
How long does SEO take for a law firm?
How much does SEO cost for a law firm?
Should we stop paying for Google Ads?
How can I improve my law firm's local SEO?
Will you check our website against the SRA rules?
Can solicitors ask clients for reviews?
Can an SEO agency guarantee page one for a law firm?
How do I know if SEO is working for my law firm?
Do we have to publish our prices on the website?
Where does the SRA digital badge go on our website?
Do we need an SEO agency that only works with law firms?
Is SEO still worth it now that Google shows AI answers?
Younus works through each practice area page with the fee earner responsible for it, so the process, prices and timescales clients read online are the ones your firm actually offers.
Related services
Related services
Other professional firms we work with include accountants and dental practices. See all industries.
Client reviews
What clients say about their new websites
Copied word for word from Younus’s Upwork profile, where only a client with a closed contract can leave a review.
“Muhammed was very help from the start, he listened to all my requirements. Was happy to use the theme I had chosen and make everything work. He was also very patient with my changes and adding a few extra items. Would highly recommend if you are looking for a new website.”Read the full review
“Muhammad is a fantastic web designer. He does great work, is timely, and very communicative. I highly recommend.”
“Amazing work. Really knows what he is doing. Communication is very well and he takes your vision and turns it into reality”
See which firms clients are being sent to
We check your practice area pages, office profiles and how ChatGPT, Gemini, Perplexity and AI Overviews describe the firm, then send a ranked plan within two working days.
- Free, no obligation
- No VAT to add
- Reply within one working day