SEO for law firms

Results from SEO don’t happen overnight. Most law firms begin to see improvements within 3–6 months, with more significant growth building over 12 months in competitive practice areas. The exact timeline depends on factors such as your website’s age, the competitiveness of your target keywords, and the strength of the SEO strategies implemented.

The cost of law firm SEO depends on factors such as your firm’s size, competition in your market, and the number of practice areas you want to target. Local campaigns are typically less expensive, while multi-practice or nationwide strategies require a larger investment. In every case, pricing reflects the scope and complexity of the strategy needed to deliver meaningful results.

Yes. Most people now search online when looking for legal services, which means SEO is essential if you want to attract new clients. Effective SEO increases your firm’s visibility, helps you rank higher in search results, and ensures you don’t lose valuable enquiries to competitors.

It’s possible to manage some aspects of SEO yourself, such as updating your Google Business Profile or creating basic content. However, competitive SEO for law firms requires specialist expertise, tools, and ongoing strategy. Without professional support, it’s easy to miss opportunities and fall behind competitors who invest in expert SEO.

Local SEO helps your law firm appear in Google Maps, local listings, and “near me” searches when people look for solicitors nearby. It focuses on optimising your Google Business Profile, location pages, and client reviews so your firm is visible to clients ready to instruct in your area.

SEO (Search Engine Optimisation) helps your website rank higher in Google’s traditional search results, driving traffic from people searching for legal services. GEO (Generative Engine Optimisation) focuses on getting your firm’s content featured in AI-generated answers and overviews. Both are complementary; SEO builds visibility in search, while GEO ensures your expertise is included in the new AI-driven results that clients increasingly rely on.

High-volume areas such as personal injury, family law, employment law, immigration, and property law typically see the biggest gains from SEO because they attract large numbers of online searches. However, specialist areas like commercial litigation, regulatory law, and niche disputes also benefit, since SEO helps firms capture clients with very specific legal needs.

We measure success through key metrics that matter to your firm, including keyword rankings, organic traffic growth, visibility in local map results, enquiry volumes, and ultimately new client instructions. Regular reporting shows both the lead indicators (rankings and traffic) and the real outcomes (qualified enquiries and signed clients).

Both have strengths. Google Ads deliver instant visibility and quick leads, but they can be costly and stop as soon as you stop paying. SEO takes longer to build, but it creates sustainable, compounding growth that continues to generate enquiries over time. The most effective approach is often a blend of SEO and Ads, giving your firm both immediate results and long-term visibility.