SEO for Law Firms

With Conscious, you can rely on our wealth of expertise and knowledge about the SEO landscape in the legal sector.   

Since we are only a law firm SEO agency, our sector-specific knowledge means that we can spend less time on research than other agencies and spend more time getting your law firm results.

We believe that SEO isn’t just about getting your law firm’s website to No.1 in Google with a handful of keywords. It is, in fact, made up of hundreds of different elements to drive those all-important visitors to your website and, thus, enquiries into your firm. All this takes time, skill, knowledge, and patience.

Our SEO team take part in ongoing training and stays up to date on relevant industry news, updates, and changes to ensure they are helping their law firm clients to become successful online. 

Find out how we support SEO for law firms today

  • 160%
  • increase in organic users and 259% increase in enquiry form fills when comparing 2022 vs 2021.
  • 142%
  • increase in organic users and 63% increase in enquiry form fills when comparing 2022 vs 2021.
  • 300%
  • increase in enquiry form fills when comparing 2022 vs 2021.

See how we support SEO for law firms

What are the benefits of SEO for solicitors and law firms?

SEO for law firms offers numerous benefits and our legal SEO clients have seen many successes, but here are some key advantages:

Increased Online Visibility

SEO helps law firms improve their organic search rankings, resulting in higher visibility in search engine results pages (SERPs). This increased visibility allows potential clients to find your law firm when they search for relevant keywords and phrases.

Targeted Traffic

Legal SEO helps attract highly targeted traffic to your law firm's website. By optimising your website for specific keywords related to your legal practice areas, you can attract potential clients who are actively searching for the legal services you offer.


SEO for law firms can be a very cost-effective marketing strategy compared to traditional forms of advertising. While it requires an initial investment, the long-term benefits can outweigh the costs. Once your website ranks well in search engines, you can attract continuous organic traffic without ongoing advertising expenses.

Enhanced User Experience

Law firm SEO involves optimising your website's structure, navigation, and content, resulting in an improved user experience. A user-friendly website with easy navigation, fast loading speed, and relevant content keeps visitors engaged and encourages them to explore further.

Credibility and Trust

Higher search engine rankings instil trust and credibility in potential clients. When your law firm appears at the top of search results, it suggests that you are a reputable and authoritative source in your field, making potential clients more likely to choose your services. More so than if your law firm appears for a paid advert, although this strategy can be very beneficial too.

Competitive Advantage

In the competitive legal industry, SEO for law firms can give your firm a competitive edge. By outranking your competitors in search results, you increase the likelihood of attracting potential clients who are searching for legal services.

Local Search Optimisation

Local SEO strategies can help law firms target clients in specific geographic areas. Optimising your website for local keywords, creating local business listings, and leveraging online reviews can boost your visibility in local search results.

Long-Term Results

Unlike some marketing strategies that yield short-term results, SEO for law firms is a long-term investment. By consistently optimising your website and producing high-quality content, you can maintain and improve your search rankings over time, resulting in sustained traffic and leads.

SEO for law firms offers the opportunity to increase online visibility, attract targeted traffic, enhance user experience, build credibility, and gain a competitive advantage in the digital landscape. By implementing effective law firm SEO strategies, law firms can effectively connect with potential clients and grow their business. A law firm SEO strategy will help your website to generate long-term enquiries.

Get started with an SEO audit

An SEO audit is the first step in any SEO project. It reviews your current position and identifies key areas which should be fixed, before investing in ongoing SEO to improve the volume and quality of leads via your website.

With your SEO audit, we will assess the suitability of your website as a lead-generating tool by performing a detailed technical and content audit of your website. You will be given a comprehensive report with a list of actionable insights over the next 6 to 12 months.

Find out more about our law firm SEO audit

Who we work with


How our team support SEO for solicitors

The SEO team at Conscious is rapidly growing due to our increased success in getting strong results in SEO for law firms.

Jamie Stevens is our Head of SEO and has worked within the SEO industry for 11 years, specifically within the legal sector for 9 years.

Our legal SEO team consists of specialists in usability, technical marketing, insights, analytics, and website conversion. We deliver legal SEO strategies that are bespoke to your law firm’s goals and are built on a detailed understanding of how your firm’s audience finds your site, behaves, and currently enquires.

The Conscious legal SEO team work collaboratively with the Digital PR, PPC, Social Media and Account Management teams.

A guide to SEO for solicitors and law firms

To achieve success with SEO for law firms, we analyse:

  • Who your audience is – this could be your current and desired audiences
  • Where your audience is online
  • What your audience search for – relating to your firm’s offering
  • Why your audience turns to search engines

The following represent our core focuses when developing a law firm SEO strategy:

1. Law Firm SEO Audit

We offer a technical audit and content audit of your website to identify any technical issues, content opportunities, and areas for improvement.

2. Law Firm SEO Content Writing

Then, if you want your website to begin its ascent up the rankings, you’ll need to start writing effective legal SEO copy. That might sound simple at first, but it will likely take quite a bit of practice, as well as some good old trial and error before you are able to fully get the hang of it.

We offer in-depth keyword and competitor research, so we spend our time targeting keywords that are realistic, valuable and will help your law firm see the results it wants to from it's SEO strategy.

3. Usability

What many people fail to realise is that SEO isn’t just concerned with words on a page. It’s also about making sure your content is easily accessible, and your website is as user-friendly as possible.

Don’t know how to structure your URLs, index your website, measure site speed, or change the meta title of a page? If you want to implement effective SEO, you’ll need to learn all this and more! If your website is hard to use, it could be a sign that it’s time to redesign your law firm’s website.

4. Digital PR and Outreach

Once you've completed a law firm SEO audit, optimised existing content and written new content to target those all-important search queries, we recommend some outreach link-building and digital PR to increase the authority of your website and for further brand awareness. We create high-quality link-building and digital PR opportunities on reputable sites to increase your website’s authority in Google and increase brand awareness for your law firm.

SEO-optimised content includes keywords to bring traffic to your page, but also creates digestible content so they stay on the page. This means your website can appear higher on search engine results pages (SERPs) and stand out from the competition.

SEO for Law Firms FAQs

Can I do SEO for law firms myself?

Of course! We provide our clients with the technical know-how to write high-quality content that will rank, but we can also implement your whole legal SEO strategy, so you don't have to worry. If you want to carry out SEO for your law firm yourself, we'd recommend first having a law firm SEO audit so you can identify areas for improvement, areas where content needs to be optimised and areas where you are already performing well. This means you can put your time and energy into legal SEO, which will be beneficial. 

Does SEO for law firms work?

Yes! Ok, we're biased, but we've seen ongoing successes with our law firm SEO clients. This isn't a one-time strategy that you can implement and forget about. With ongoing research into keywords, new service pages and blog posts and updating existing content to include new keywords, your content can outperform competitors and help you generate new enquiries. See the successes we've had for our law firm SEO clients.

How do law firms benefit from SEO?

As a law firm SEO agency, we know a thing or two about the successes an SEO strategy can see. An SEO strategy is a hugely beneficial strategy for solicitors and law firms. Some of the benefits of SEO for law firms include:

  • Higher placement on Google and other search engines
  • Ranking for multiple search terms and keywords
  • Increased brand awareness
  • Attracting the right traffic to your website
  • Making your content more well-written and accessible
  • A better website structure
  • More enquiries

How important is SEO for law firms?

Law firm SEO is an essential strategy for your law firm to be competitive in an increasingly digital world. There is no point in having a website that looks good if it is not performing well on search engines and bringing traffic to your website. All service pages, blog posts and FAQ pages should be optimised for SEO to outperform your competitors and this should be ongoing work to ensure you rank for new keywords as they become popular. If you want to begin the process of a law firm SEO strategy, we'd recommend starting with a law firm SEO audit.

Why should I choose Conscious for my SEO for solicitors?

Legal SEO is our bread and butter. It's all we do here at Conscious. So, whilst many digital marketing agencies will need to take the time to research and understand the offerings of the legal sector, we already understand what law firms do. We've helped over 300 law firms become more successful online and work with a number of different types of law firms. So whether you are a family law firm, a conveyancing firm, a full-service law firm or a small law firm looking to increase brand awareness in the local area, our SEO services for law firms can help you reach your goals. Conscious has been solely working with law firms for over 20 years, and our legal SEO team has a combined knowledge of over 35 years in the SEO industry. Legal SEO is always changing, but we are here to keep up with these trends and updates so you don't have to. Find out how we have helped law firms become more successful with their SEO here.

What does a law firm SEO strategy consist of?

A law firm SEO strategy consists of many different factors. Firstly, there is finding and fixing any technical issues that may be making it harder for Google (or another search engine) to understand the structure of your website. This includes looking at things like broken links, 404 pages, duplicate content, sitemaps, meta descriptions and more. It will identify any errors with your website or content that need fixing before you bother to write any content. Once this is complete, the SEO team at Conscious will do a content audit to identify key services on your website and see how they can be improved. This will include things like where you rank on the search engine results pages (SERPs), whether keywords are included in your headings and if you are linking internally. In some cases, this can just be a case of adding some keywords to existing content, and in other cases, a full rewrite of a page may be needed. We also look at the authority of your firm’s website compared to your competitors and look to improve it through digital PR and link building. Law firm SEO isn't a quick win and requires ongoing work to keep your content up-to-date and optimised. Therefore regular reporting will be helpful, and a law firm SEO audit might benefit you every few years if you are completing the work yourself.

Why do I need a law firm SEO audit?

A law firm SEO audit allows you to identify what is working with your website and content and areas for improvement so you can create a tailor-made SEO strategy that will help your law firm become more successful online. Find out more about our law firm SEO audits here.

What is on-page SEO for law firms?

On-page SEO refers to the process of optimising the content on your service pages, in your blog posts, on your FAQ pages, case study pages, meet the team pages and more. The best strategies for on-page legal SEO are answering questions that your clients are searching for, adding internal links to important and relevant content on your different pages and adding keywords to your URLs. On-page legal SEO will help your law firm's website rank higher in Google. 

What is off-page SEO for law firms?

Off-page legal SEO covers anything that happens away from your website but still helps your law firm website to rank higher in Google and other search engines. Off-page SEO consists of link-building, local SEO and social media. Both off-page and on-page strategies are extremely helpful for your law firm website's ranking, but on-page SEO strategies are much easier to implement, so we would recommend starting by focusing on your on-page legal SEO.

What is link building for law firms?

Link building for law firms is the process of gaining backlinks to your law firm’s website from other reputable websites to increase the authority of your website. Our digital PR team reach out to bloggers, journalists and other reputable publications to gain these links. Brand mentions are useful for increasing brand awareness, but for SEO purposes, a link back to your law firms website is key.

What our clients say

The team at Conscious Solutions are extremely knowledgeable and responsive and has been a huge asset to our digital marketing, especially our law firm SEO. We have been very pleased with the ideas they have developed for our SEO and Digital PR strategy and have seen our brand awareness and enquiries increase as a result. We are now considered thought leaders in our industry and are one of the go-to sources for data breach news and advice.”

Richard Forrest, Legal Director— Hayes Connor

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