Google Maps results
For most local searches, Google shows a map with three firms before any website. Your Google Business Profile decides whether you are one of them.
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SEO for solicitors · Local search
SEO for solicitors.Found by clients near you.
Most people choose a solicitor close to home, and they start on Google: the map results, the reviews, then your website. We set up and tune each of those for small firms in England and Wales, as an add-on to a new or rebuilt website.
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Where local clients look
Three places a local client finds a firm.
Your service pages
When someone searches for a service, such as a divorce solicitor or a conveyancing quote, Google looks for a page about that service near them.
Directories and reviews
Clients and Google both check other places that list solicitors, such as the Law Society's Find a Solicitor and review sites. Your details need to match everywhere.
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What we do
Local SEO, done in this order.
Each step makes the next one count, so we start with the facts Google already holds about your firm.
Google Business Profile
We set up or correct your profile so it describes your firm accurately: the right name, address and phone, the category that matches your main work, your services, opening hours and real photos of your office.
- Checked against your SRA record
- Duplicate or old listings reported for removal
- Links to the right page on your site
Consistent firm details
Your firm's name, address, phone and website should be the same everywhere Google looks. We check the directories that list solicitors, starting with the Law Society's Find a Solicitor, and correct what is out of date.
- Old addresses and phone numbers found
- Corrections made, or clear steps for your team
- One record of where your firm is listed
Reviews
A simple review link your team can send when a matter closes, and replies written in your firm's voice. We never buy, filter or reward reviews: Google's rules and UK consumer law forbid fake reviews.
- A review request link for your staff
- Replies drafted for your approval
- Replies never confirm who is a client
Local service pages
A page for each service you offer, written for the place you serve, with your office address and what a local client needs to know. We only write pages for places where you have an office or genuinely work, because thin pages for towns you don't serve can harm the whole site.
- One page per service you offer
- Your office address and map on each
- No copied town-by-town pages
Search Console and tracking
Google Search Console set up under your firm's account, with calls and enquiry forms tracked, so you can see which searches bring clients to you.
- Search Console owned by your firm
- Calls and forms tracked
- Regular notes on the searches that find you
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A straight answer
What local SEO can and can't do.
Google says local results depend on three things: how relevant your firm is to the search, how far you are from the person searching, and how well known your firm is. We can't change distance. We work on relevance and prominence, and nobody can promise a position in the map results.
The SRA expects your publicity to be accurate and not misleading, so we never write claims such as "the best solicitors in town" that your firm can't back up.
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Questions
Questions about local SEO.
Do you offer SEO without a new website?
Local SEO is an add-on to website setup or redesign. Your Google profile sends people to your website, so the website has to work first.
How long does local SEO take?
Fixes to your profile and listings take effect as Google re-reads them. Rankings usually move over months, not days, and nobody can promise a position.
Can you rank us in towns where we don't have an office?
Map results depend heavily on where the searcher is, so a profile does best near its own address. We write pages for areas you genuinely serve, but we never create fake offices or pages for places you don't work.
Will you reply to our reviews?
We can draft replies for you to approve. A reply never confirms that someone is your client or mentions their matter.
Who owns the Google profile and Search Console?
Your firm. Both stay under your firm's Google account, and you can remove our access at any time.
How much does it cost?
Local SEO is scoped and quoted separately from the website, on the same 15-minute call.
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The next step
See your new site before you decide.
Send us your firm’s name and city and we’ll build a free preview of your new homepage, or book a 15-minute call.