Industry Specialism
Legal SEO Services
We specialise in SEO for law firms & legal firms including solicitors, regulatory bodies, compliance firms, independent legal advisors & family law specialists. We strive to deliver exceptional organic growth, lead generation & to deliver return on investment.
Trusted by ambitious brands
Looking to Increase Your Legal Firms Organic Visibility & Leads/Enquiries?
The legal space organically is highly competitive & can be costly to run paid advertising in for the purpose of generating new client leads. With CPCs (cost per click) often exceeding £10, it becomes expensive quickly unless you’ve got specialised PPC support. With PPC costs as they are, a lot of legal / law firms turn to SEO to generate more enquiries with a must lower cost per acquisition.
At Assertive, we understand the complexities of SEO in the legal/law space with regulatory compliance, KYC, AML amongst other things – we understand the niche & how to deliver high performance SEO campaigns that focus on lead/enquiry generation – clicks are vanity, enquiries are sanity.
If you are looking for a legal SEO agency then look no further we provide specialist SEO services to help your website rank in Google from traditional search results & local MAP packs through to AI overviews & AI mode. Legal firms trust Assertive, we’ve been established since 2007 & have served legal firms globally.
Client Case Study
Can't Pay My Fine
Client Testimonial
We've been exceptionally pleased with the quality of work and the results achieved
We worked with Assertive on a new arm of the business called Can’t Pay My Fine which provided legal support for people who had been fined unfairly or disproportionately. Our objective was to help as many people to have fines written off or significantly reduced. Assertive helped with the full website dersign and build, the content and link building strategy. We’ve been exceptionally pleased with the quality of work as well as the volume of form submissions we’ve received.
Leslie Franks Solicitors – Can’t Pay My Fine
Some of Our Clients
Legal SEO Benefits
Legal & Law Firm SEO has many benefits, namely the cost per acquisition for new leads which, with compounding SEO gains can become a much more cost effective channel. There are lots of benefits when you find the right seo agency to get real results for things people with “enquiry” intent are searching for.
- Lead costs via SEO can be lower
- Leads can be of higher quality
- SEO + PPC together can lead to much higher lead volumes
- Improve visibility across search including AI Overviews
- Stronger brand authority and trust
- Improved citation visibility in AI / LLMS like Gemini & chatGPT
Who We Help
We work with various profiles of legal client. The engagement looks different for each. We support businesses across all aspects of law/legal. Each client will go through a bespoke review & onboarding process so we can understand the business, compliance, processes & to align on business objectives.
Sole practitioners and small legal firms
Usually a single office, one to four practice areas, a WordPress or Squarespace site, and either no marketing lead or a part-time one. The priority is almost always local visibility in a 10–25 mile radius, ranking for “family solicitor [town]”, “conveyancing [county]”, “wills and probate [town]” and converting that local traffic into initial consultations.
Typically, SEO for smaller legal firms and groups generally means local SEO for one or more locations. We help localised firms to appear more prominently in service and location based searches – focusing on SEO, Google My Business, NAP Consistency & more.
Mid-sized legal firms (10–80 staff, multi-office)
Three to ten offices, six to twelve practice areas, a site built on WordPress, Wix, Webflow, Squarespace, Drupal or a legal CMS like LEAP, Osprey or Actionstep’s marketing front-end. The SEO problem here is architectural: how offices, practice areas and location-specific service pages relate to each other, and how entity signals roll up to the firm as a whole.
Mid-sized legal firms can be involved in both nationwide SEO (where there are lots of towns/cities covered) as well as location specific SEO i.e. focusing on improving map pack performance for services within proximity of trading locations / office locations.
Large regional and national legal firms
Enterprise SEO. Dozens of offices, complex governance, multiple audiences (commercial, private client, legal aid), migration history, and, often, competing SEO efforts from different teams. The work is as much about coordination and auditing as it is about tactics. With large firms we provide full-scale legal SEO services including legal SEO audits, legal digital PR & link building, legal content production (aligned with compliance) where our writers are fully conversant & aligned with strict E-E-A-T/YMYL (your money your life) which is crucial for ranking in sensitive & compliance led niches.
Chambers and Direct Access barristers
Different regulatory regime (BSB Handbook), different buyer behaviour (solicitor referrals vs direct public), and often a single chambers site that has to support 30+ individual practitioner profiles. This segment is poorly served by generic legal SEO agencies.
Legal SEO is Not General SEO
Legal SEO & Law Firm SEO sit within a complex niche primarily because of trust & compliance – this isn’t an industry where any legal firm can afford to get something wrong, factually correct content, brand & domain trust & legal compliance are imperative.
Legal queries are Your Money or Your Life
Google holds legal pages to a higher editorial standard than almost any other commercial vertical, because the downside of a bad result for a searcher is significant, a poor-quality divorce specialist, a missed probate deadline, a failed immigration application. The March 2024 core update and the helpful content system have repeatedly hit legal sites that relied on generic, AI-assisted or outsourced content with no verifiable author.
Legal marketing is regulated
The SRA Code of Conduct, the BSB Handbook for barristers, the CMA rules on price transparency for conveyancing and probate, and Advertising Standards all shape what a law firm can put on a website. Claims like “best in London” or “we will win your case” are not just baseless, they are compliance exposures.
People searching for legal support behave differently
Someone searching “divorce solicitor near me” at 11pm is not the same user as someone searching “commercial property solicitor London” from their office. They need different copy, different CTAs, different pages. An SEO programme that treats them the same will underperform on both accounts.
Legal firms have entity challenges that other sectors don’t
Multiple offices, named partners who move firms, practice areas that don’t map cleanly to Google Business categories, two sets of accreditations (firm and individual), and regulated signals like the SRA ID that should, and often aren’t, being used as trust assets on the site.
Our work starts from those facts.
SEO Case Study
Children-lawyers.com needed support with their SEO / indexing issues and subsequently a review of their SEO strategy to help them get back on track after cannibalisation & indexing issues.
A previous domain name change had subsequently exacerbated indexing issues. We performed an SEO audit/review & provided onward guidance to address the issue.
- +312%
- Organic Traffic
- 4.6×
- ROAS
- 6 mo
- to Results
Our Core Services
SEO Services for Law Firms
Your law firm requires an SEO agency that understands the basics and delves into the advanced tactics that set you apart. Our approach to legal SEO is designed for law firms poised for market leadership.
- 01
Legal Website SEO Audits
A full technical, content, authority and compliance audit of your existing site. Output is a prioritised roadmap with estimated impact per item. For multi-office firms, the audit covers office-level performance as well as firm-level. Our legal SEO audits cover a full analysis of your Google search console data, a technical SEO audit, a page indexing review, a content & link audit.
- 02
Keyword Research & Location Mapping
We map your practice areas against the search demand in your service locations, identify the commercial-intent queries you can realistically compete for, and produce a content plan that avoids cannibalisation between your practice-area pages and your guides. We factor in existing rankings & low hanging fruits, we look at opportunity keywords + target keyword CPCs to gauge conversion potential.
- 03
Content strategy for authority building
Rewriting or writing practice-area pages, location pages, practice-area × location pages, and supporting guides. All content written by people who understand both SEO and the practice area, reviewed against SRA and CMA requirements before publication. Our writers have extensive experience writing for legal firms, solicitors & practices. All of our writers understand YMYL & E-E-A-T & demonstrate this in their content output.
- 04
Local SEO for Law Firms
Google Business Profile optimisation for each office, NAP consistency across legal directories and citations, local content programme, and review generation within SRA-compliant limits. We look at optimising your Google My Business profiles & ensure everything that can be done is to a high standard. We also work with you to encourage & to build a positive review profile along with positive brand sentiment.
- 05
Technical SEO
We cover absolutely every aspect of technical SEO including Site speed and Core Web Vitals, crawl, rendering and indexation, internal linking architecture, structured data (LegalService, Attorney, LocalBusiness, FAQPage, HowTo, Review), canonicalisation, hreflang for firms with Scottish, Welsh or overseas offices, and migration support. We ensure maximum technical SEO compliance & enhancement where possible.
- 06
Digital PR & Link Acquisition
Earned coverage in legal and business press, expert commentary placement, directory strategy, and relationship-led link building. No PBNs, no paid link networks, no exchanges. We audit & build the scope for link building, tailoring each link building strategy to help bolster domain & brand credibility and trust. We use a mix of digital PR, vetted niche edits, HARO & earned links to help clients build strong domain trust.
- 07
Technical SEO
Work specifically aimed at making your firm a cited source in Google AI Overviews, ChatGPT, Gemini and Perplexity. Entity strengthening, answer-shaped content, fact density, source consistency. We help your legal firm to appear more prominently in Google AI Overviews, AI mode as well as LLMS, ensuring your brand is more visible, cited more & ultimately earns a larger share of clicks & searches.
- 08
Conversion Rate Optimisation
Practice-area-specific CTAs, call tracking, form design, consultation booking flows, and trust-page optimisation (team, insurance, accreditations, SRA number). Most law firm sites lose more leads in the last ten seconds of the visit than they ever win back through extra traffic.
Content & SRA Compliance
The Solicitors Regulation Authority’s Code of Conduct directly constrains what firms and individual solicitors can publish online. It’s crucial that legal SEO work does not ignore this. Compliance is key. Our writers work in this space, so they’re well acquainted with regulatory requirements including but not limited to:
Content & SRA Compliance
Work with an SEO Team who fully understands legal/law compliance.
- 01
Accurate, substantiable claims
Claims must be accurate, not misleading, and capable of substantiation. “Best divorce solicitor in London” is indefensible without an objective basis.
- 02
Price transparency
Price information must be clear where required. For conveyancing, probate, motoring, immigration and employment tribunal work, the CMA’s transparency rules apply SEO landing pages need to reflect the firm’s published fee information or link to it.
- 03
Testimonials & reviews
Client testimonials and reviews carry conduct exposure. Soliciting reviews is allowed, but incentivising them, filtering them or publishing them without consent is not.
- 04
Comparative advertising
Comparative advertising against named competitor firms is high-risk and almost always unwise.
- 05
Named-solicitor content
Named-solicitor content has to be accurate as to qualifications, practising status and roll number. Out-of-date profile pages are a common conduct issue as well as a ranking problem.
- 06
Confidentiality
Confidentiality is absolute. Case study content must be anonymised to the point where the client is genuinely unidentifiable, or written with explicit, documented consent.
We build a review pass into every piece of commercial content before it is published. We flag risks, not write policy your compliance partner or COLP signs off. The point is that SEO and compliance are not in conflict; they need to operate in the same workflow.
E-E-A-T for YMYL Legal Content
Since the August 2022 helpful content update and the March 2024 core update, Google has been steadily promoting content that carries verifiable expertise and demoting content that reads as generic or anonymous. Legal content sits inside the most aggressively-scored category Your Money or Your Life because bad legal information can cause significant harm. Getting E-E-A-T right is no longer a nice-to-have on legal sites. It is the difference between ranking and not ranking.
We also have to consider various other aspects such as content originality & adding value beyond what already exists on the web.
Regurgitating what already exists on the web is unlikely to yield rankings – especially with the AI content production epidemic, Google is actively looking for content that goes beyond just reciting what already exists.
This is where we re-define what SEO is for legal/law SEO clients. At Assertive, our team of writers are well acquainted with content revamps & bolstering of E-E-A-T/YMYL. We have a strict set of criteria for what content should include and what it should be surrounded by.
- 01
Author pages for every practising solicitor who publishes content.
Each page should include SRA roll number, year qualified, practice areas, professional memberships, educational background, and a structured-data block (Person / Attorney schema) linking to external mentions, Law Society profile, Chambers ranking, university page, professional bodies.
- 02
Named authorship on every article and guide.
“Written by [Name], Partner, Family Law” with a link to the author page. Reviewed-by credits on technical pieces where the author and reviewer differ.
- 03
A firm-level trust page that surfaces the things Google and your prospective clients both care about: SRA ID, regulatory status, PII insurer, complaints procedure, accreditations (Lexcel, CQS, Legal 500, Chambers, Law Society Conveyancing Quality Scheme), and specialist panel memberships.
- 04
Citations outward and inward.
Outbound citations to authoritative sources (legislation.gov.uk, the relevant government department, case reports on BAILII, the Law Society) raise the credibility of your content. Inbound citations from the same class of source raise the authority of your domain.
- 05
Content freshness.
Legal content has a short half-life. Stamp duty rates change. The Civil Procedure Rules get updated. Budgets change thresholds. A page that cites a rule as it stood in 2021 is an active negative ranking signal in 2026.
- 06
Consistency across the entity graph.
The firm’s name, address, SRA ID and phone number must be identical across the site, Google Business Profile, Law Society Find a Solicitor, Companies House, Chambers, Legal 500, LinkedIn and Trustpilot. Divergence here fragments the entity and weakens rankings.
Legal SEO Process (Our Approach)
1.Client Discovery & Fact Find
We kick start with a client discovery session so we can understand wants/needs/goals and ultimately what the business wants to achieve organically & commercially. We’ll learn about the business, process & compliance and we’ll look at pre-existing data such as Google analytics, search console & PPC to get an understanding of what traffic, enquiries and spend looks like
2.SEO Audit & Opportunity Analysis
We then perform a full SEO audit on the site, going through all of the pre-existing google search console data to ascertain brand vs non brand performance & to identify opportunity. We then perform a full technical SEO audit, a page indexing audit, a content audit & backlink / domain & brand trust audit before generating recommendations and a forward SEO strategy.
3.Technical Foundations (Fix Technical SEO Issues)
The site has to be crawlable, fast, mobile-first, properly structured, correctly indexed, and free of the usual legacy issues duplicate solicitor profile URLs, orphan practice-area pages, broken canonical chains, PDF-heavy resource libraries that Google treats as the canonical version. Without this, content and links are wasted effort. Our SEO + dev team can implement all techincal SEO fixes from the audit.
4.Content Editing, Amendments & Production
Every commercial page has to do two things simultaneously: answer the searcher’s question well enough to rank, and stay inside the SRA’s conduct rules and the CMA’s transparency requirements. Most legal content we audit fails at one or both. Our in-house writers will work on audited content to improve it covering NLP, E-E-A-T, YMYL and ensuring the content is compelling & engaging for end users.
5.Authority & Trust Signal Building
Links from legal directories, bar associations, legal press and relevant non-legal sources (business press, local press, universities, professional bodies). Entity reinforcement via consistent NAP, structured data, SRA ID surfacing, and named-author pages for fee-earners. We build authority with a mixture of link building & link earning, we also ensure author profiles are complete, we ensure the website shows all key information from SRA numbers through to company registration details.
6.Lead Generation, Enquiry Generation & SEO Testing
Not just traffic and rankings. Enquiries, by practice area, by location, by source. Cost per initial consultation and where the firm’s CRM supports it cost per instructed case. Reported monthly, reviewed quarterly. We ensure ongoing SEO yields growing lead & enquiry numbers. We perform ongoing SEO testing to bolster further relevant traffic gains,.,
FAQs
Frequently Asked Questions
What are some of the techniques used in law firm SEO services?
We employ a range of techniques designed to improve your search engine rankings and enhance the user experience for your potential clients. These include technical SEO optimisations, comprehensive keyword research, and advanced content strategies.
We leverage semantic search to align with modern search behaviours and build high-quality backlinks from reputable sources within the legal industry.
Can law firm SEO help my business grow?
Absolutely. SEO for law firms is a powerful tool for business growth. By improving your visibility in search engine results, you’re more likely to be found by potential clients actively seeking legal assistance.
A well-executed SEO strategy increases the quality and quantity of your website traffic, leading to more client inquiries and cases for your firm. It’s not just about being seen; it’s about being seen by the right people at the right time. With SEO, you can target clients specifically looking for the legal services you offer, resulting in higher conversion rates and significant business growth.
How long does it take to see results from law firm SEO?
Law firm SEO agencies who tell you they’ll get you to rank #1 AND give you a timeline, are having you on. RUN. SEO is a long-term strategy, and its impact accumulates over time.
While some initial improvements may be noticeable in the short term, substantial and lasting results typically emerge over several months. The exact timeframe depends on numerous factors, including the competitiveness of your legal speciality and the current SEO baseline of your website. Consistent effort and strategic adjustments are key to achieving and maintaining success in SEO.
Why Businesses Choose Assertive
Assertive was established in 2007 & over the years, has built establishment and trust within the digital marketing industry.
Are you considering a new agency?
We can provide a quotation / response to RFP's for SEO services including auditing, consultancy, training & strategy execution. We provide bespoke SEO campaigns tailored to your growth objectives.
Book a call - discuss your objectives & current pain points, growth plans, ROI targets & receive a tailored quote that takes into consideration your growth needs as well as your current organic status.
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