SEO for Law Firms & Solicitors
We are experts in SEO for law firms and solicitors. Increase the visibility of your firm's brand, promote your legal services to more clients and referrers, and build your caseload from inbound enquiries.
There are just 10 spots on the Google Search Results page. How do you plan on beating your competitors to the top?
law firms practising in the UK in 2019
Google searches made per second on any given day
of all people looking for local services prefer to use Google
of searchers don't scroll as far as the bottom of page 1
SEO for Law Firms & Solicitors
What is SEO?
In order to gain an understanding of the fundamentals of Search Engine Optimisation (SEO), it is important to first know a little about how search engines like Google, Bing and Yahoo work.
In their most basic form, search engines act as a catalogue of websites and when a user types a keyword or phrase into a search engine the search engine will find the most relevant results and serve them to the user. There are a huge number of factors which help a search engine to decide which results to serve, and by leveraging these factors a website can be optimised to ensure it gets served higher up in the results.
The elements of an SEO campaign where specialists can make these optimisations can be broken down into four main categories - the content published on the website, the content associated with the website but published elsewhere on the web, the code used to build the website, and finally the overall structure and architecture of the site.
The benefits of effective SEO are clear. When you apply optimisation techniques to these four areas using industry best practice you can build more brand recognition, earn a reputation for being a trusted authority in your field and ultimately attract more clients and business.
Sites which feature closer to the top of page one in a search engine are much more likely to receive a click than sites which appear further down or on subsequent pages, and will have a higher chance of making a conversion or generating leads. While the number one result in Google can often capture as much as 35% of the search traffic, the results below position 6 will often get 1% or less.
SEO for Solicitors
SEO for solicitors can be carried out to various levels of complexity depending on what your goals are, both commercially and operationally. How quickly are you looking to grow? Are you targeting niche areas of law specifically, or perhaps a certain geographical area? How many new enquiries and cases can you handle?
Search engine optimisation is widely considered to be the most cost-effective and reliable digital marketing tactic for solicitors. Unlike other digital marketing channels, SEO for solicitors can have a lot of staying power when it is done correctly, ethically and by experts. While it can take a little longer to start yielding results, it usually delivers an ROI much higher than any other online marketing channel.
The secret to the commercial strength of SEO for solicitors is quite simply that, when done properly, there are no shortcuts. Anyone can advertise a poor quality website, but short-sighted advertising will not lead to commercial success in a competitive area such as the legal sector.
By contrast, the goal of SEO is to earn higher organic rankings by satisfying the criteria of complex search engine algorithms, These are trained to pick up on signals of true value. To carry out effective SEO for solicitors, you need to have a quality website, deliver a first-rate user experience, offer great content and have a value-driven marketing strategy underpinning your growth. That not only ensures visibility but engagement and conversion.
When compared to pay-per-click (PPC) and other forms of paid advertising such as social media ads, SEO has the clear benefit of signalling to potential clients that your company, products and services are reliable and reputable, something that is absolutely vital for law firms and solicitors who depend on cultivating their professional reputations.
While PPC and other paid advertising techniques can form important elements of the wider marketing mix and can deliver instant visibility, they do not require a business to build trust and authority in the same way as organic SEO. In an industry where trust means everything, SEO for solicitors is the clearest route to building not only brand visibility but brand reputation.
Solicitors and law firms are in a unique position to benefit from SEO due to their levels of professional expertise in the field of law. Drawing on this expertise and showcasing it through optimised content, both on-site and elsewhere, signals to search engine algorithms and human users alike that your law firm provides a service which aligns with their needs, is authoritative and is trustworthy.
Opting for SEO for your law firm allows you to position your business head and shoulders above your competitors. Our job is simply to help you show Google why you should be #1 for important search phrases.
Niche Practice SEO for Law Firms
We fully understand that SEO for law firms must deliver growth in clients, referrals and fees billed, and that most law firms have preferred niche practices which for one reason or another are more commercially valuable than others. We take into account the unique facets of each area of legal practice that you would like to grow, ensuring that we attract and truly connect with your target demographics.
We have run commercially successful SEO campaigns for law firms specialising in conveyancing, corporate, employment, family, probate, criminal law and other more niche areas of practice such as speeding, care proceedings and immigration.
SEO for law firms and solicitors can easily be focussed across a mix of specialisms, but it is important that each specialism is taken into account and has optimal exposure both on your website and in your associated content which is published elsewhere online. SEO for law firms can also easily be targeted around specific locations using a practice called Local SEO.
Every SEO campaign we carry out is entirely bespoke and starts with an in-depth consultation followed by an audit. This ensures that we understand the challenges you are facing and the targets we need to hit.
Local SEO for Law Firms
Local SEO for Law Firms relies on a slightly different set of factors than national SEO and includes additional considerations such as Google My Business, local online directories and the appropriate exposure of geographical locations throughout your website content. We take the time to understand the goals of your business in order to strike a perfect balance between capturing national and local site visitors in line with your requirements.
The way we look for services in 2020 is vastly different than it was even as recently as 10 years ago and potential clients are increasingly looking for a reputable law firm or solicitor online rather than through word of mouth recommendations. Furthermore, while it used to be fairly commonplace, people are now far less likely to engage the services of a law firm on a walk-in basis.
Effective SEO for law firms creates visibility for people looking for particular services and expertise in specific locations, and that visibility is delivered when they are in direct need, at the right time. By increasing your visibility at the point of engagement, SEO for law firms is considered one of the most sustainable and profitable tools you can incorporate into your marketing mix.
Legal SEO Experts
Placing emphasis on accuracy, professionalism and trust is done in a very unique way in the legal industry. Having worked with solicitors for many years, we are attuned to the tone-of-voice as well as the relevant regulatory compliance standards that come with the production of legal content.
Providing an excellent user experience for those discovering your website on search engine results pages, fine-tuning the technical underpinnings of a site, producing content that laser-targets keywords and building an authoritative footprint across the web is industry best practice for SEO and that is exactly what we do for all of our clients. Every client is unique though, so we offer fully tailored, completely bespoke campaigns to ensure we consider all of the subtle nuances and obstacles being tackled.
With more than 20 years of experience delivering bespoke, award-winning SEO services, we can tailor our approach to the exact needs and goals of your law firm in a fully open and transparent way.
We feel that in order to get the most out of your SEO it is important to understand the logic and reasoning that goes into each stage of the process, and the returns you can expect to see from them. In demystifying our processes we aim to nurture long-lasting professional relationships with our clients that are built on trust and confidence.