Law firm SEO

At Work PR, we do not believe in restrictive, tiered packages that offer you less of what you need in exchange for something you do not need, or in alienating small law firms with high marketing agency fees.  

We understand that times are tough for businesses right now, and that marketing and SEO services can be costly for small law firms or freelance solicitors. Our SEO for solicitors' fees are determined on how much SEO work your law firm website needs and what you can afford to spend, which is why our first consultation will include a free report so that you understand where you are in your current SEO performance and what work is needed for results. Our approach has always been to find ways we can work with you, rather than driving up our costs to push you away.  

Speak to us about what your budget for SEO and marketing is, and we will draw up a service plan that suits your needs as well as your finance allowance.  

Search engine optimisation (SEO) is a marketing discipline that aims to increase traffic and customer leads via a website by driving the site’s pages to the top results of search engines.  

It involves a wide range of techniques to accomplish SEO effectively, including copywriting, keyword research, website design, coding, outreach campaigns and the management of certain platforms (such as Google My Business, Google Keyword Console etc).  

For this reason, it often pays to have a marketing professional experienced in each of these skills to accomplish quality SEO results, whether that be someone in-house or via an SEO agency. 

By targeting the right keywords and phrases, SEO can drive more visitors to your website. The more your business is exposed to potential customers via SEO, the higher the likelihood that some of them will convert and pay for your legal services.  

Some of the other benefits of law firm SEO are: 

• Clients are more likely to view your firm as trustworthy if your site appears on the first page 
• Helps you to focus on the user experience of your website, and highlights if your website may be turning customers off your firm 
• Improves brand awareness for your law firm and establishes your brand as a knowledge leader when your firm keeps appearing on the first page for legal search question queries. 
• Provides valuable and unique consumer insight that can be used to benefit your sales, marketing, and customer service efforts.  

You may notice that with some search results, there are Google snippets (links to a business’ site with a brief description of what they do) at the top of the first page of results with an ‘Ad’ indication next to their URL:

These are Google Ads, where businesses pay for the top spots of certain Google search queries to increase the likelihood of searchers clicking onto their website first. 

Google Ads differ from SEO as, rather than working on optimising pages or attaining lots of backlinks for a site to rise the rankings organically, businesses will instead bid on a keyword or phrase against other businesses to win the top spot.  

This strategy can be tempting as a quick fix to getting search engine traffic, as SEO is a slower process that takes time to build to a level that sees returns. However, some of the disadvantages of Google Ads include the following: 

• Google Ads can be expensive to run 
• There is no control over who can click onto your Google Ad, meaning a portion of your clicks may not even be from interested customers but competing agencies or bots. 
• They only bring your website results whilst you are still paying for them. Once you stop a Google Ad, all its success goes with it and your site will return to the same performance it received prior to paying for the Google ad. 
• A well-performing Google Ad (I.e., one that generates lots of clicks) does not necessarily equal return on investment. Users who click on your ad may click off your site soon after if they are finding that your site does not reach their expectations or satisfy their needs (in terms of usability, information provided etc.) This results in an expensive campaign with a high clickthrough rate, yet no clients gained as an outcome.  

Although we have no problem with law firms using Google Ads, we always recommend looking at the analytics of your law firm site first to ensure that users are already engaged and not exiting your site after just seconds. Through our SEO for solicitors' services, we can do this for you to create a website that your site visitors will love, resulting in a website strategy that has long lasting effects and not ‘quick fix,’ methods with temporary results.  

Yes, video can help improve your site’s SEO. Not only have Google confirmed in the past that pages with multimedia options (written content as well as captioned videos) are favoured more in their algorithm, but video content also helps fulfil two other aspects we know are important to SEO – time spent on page (as people will spend longer on your website if there is a video to watch) and backlinks.  

Interested in creating a video? Speak to us about your idea and we will help build your video from concept to filming and delivery.  

We are one of the few UK SEO agencies with a genuine specialism in SEO for solicitors; combining our company’s 20+ year experience delivering PR services and content for the legal industry with in-house SEO expertise to help you get results.  

You can be assured that when you work with us, you are working with an SEO agency that not only understands SEO, but understands what content draws in legal clients and retains them.  

Our SEO for solicitors' services cover all areas of SEO; including local SEO, improving website user experience through website design, blog content and backlinks, enabling you to build a strong SEO strategy and online presence with your website. 

For law firms new to SEO, we always recommend starting out with an SEO audit of your website, which will highlight what search terms your website is currently ranking and the missed keyword opportunities that your law firm could be benefitting from. 

From there, we will draw up a list of keywords that we recommend your law firm site targets first – whether that be through blogs or on-site optimisation – and a schedule of work we will complete over the next few months to achieve your goals. This ensures that from the beginning of the process you will understand the work being completed and how it pertains to improving your SEO performance. 

 We will regularly send you drafts of any work that we complete for your approval prior to them being published on a site or submitted to the press (in the case of legal articles), so that you feel in control of everything that goes out under your legal firm’s brand. The way we often explain this process to clients is simple – we do the homework; you just need to mark it! 

If you currently have an SEO agency and you are unsure on whether they are garnering your law firm results, it may be worth speaking to us. Our SEO for solicitors' audit (which we offer for free to prospective clients) can identify if your current SEO agency are delivering results for your law firms' website, enabling you to make an informed decision on whether you should change agencies.  

There are a lot of SEO agencies out there who will make exaggerated, over-the-top claims on the results they can achieve for your business, such as ‘we will get your website to number one on Google’. 

The problem with some SEO agencies are that not only do they not understand legal content or have experience of the legal industry like we do, but their claims are often very misleading. For instance, they may get your website to the first spot or page of a particular key search term or phrase, however for a keyword to be lucrative to your law firm, it needs to have people regularly searching it every month.  

For example, if a solicitor firms’ website titles their webpage for their divorce and separation legal services as ‘Relationship Breakdown’, even if you get your page to the top spot of that search term, you are unlikely to get as much relevant traffic from Google searches as you would if you titled it ‘Separation & Divorce Solicitors in Birmingham’, as the latter title tells Google’s algorithm that: 

1. The page is relevant to people searching ‘divorce solicitors’ (which gets a much higher monthly search volume per month than ‘relationship breakdown’ does) 

1. The page is relevant to searchers located in the city of Birmingham. 

Some (but not all) agencies will target key words or phrases with no search volume because they know that they are easy to rank for, due to there being less competition for them.  

What makes us different is that we will not keep you in the dark about how SEO works. We believe in empowering our law firm clients through their SEO journey by explaining in concise, jargon-free terms what their site is missing and why each step we take helps improve their SEO.  

Therefore, by working with us you can feel confident in the SEO strategy we propose for your law firm’s site and know that we have your best interests at heart. 

Once you have received your SEO audit (which we can offer you for free before you sign up) then the next step will be deciding on what area of the business you wish to prioritise first (e.g., your firm’s conveyancing services, private client, construction law). We recommend picking just one or two areas of your firm to focus on first, as it enables you to see growth quicker in your chosen business area and helps you track your SEO progress easier. 

Once you have given us a brief outline of the law areas you want us to focus on, we will come up with a plan detailing the work that we will be fulfilling for the next few months to reach your SEO goals (I.e. pages to be optimised, blog content we will write, articles for distribution).  

Once receiving our proposal, you will have the chance to review it, ask us any questions or make changes to it where you feel necessary. It is important to us that you are happy with the work delivered, so we will work with you to create a SEO & marketing strategy that meets your needs and wants. 

Yes you can! Speak to us about your SEO issue or project idea and we will let you know our rates.