Why Search Engine Optimisation (SEO) is a crucial element of a successful marketing plan for law firms
Cara Bartlett MCIM
Professional Services Marketing Consultant
Love it or loathe it, SEO is here to stay. Ignore it at your peril!
SEO is a crucial strategy for UK law firms aiming to attract clients. By enhancing online visibility, SEO enables firms to effectively reach both individuals and businesses seeking legal services.
Here’s why…
Google still dominates the search engine market
So much so that ‘Google’ is recognised by the Oxford English Dictionary as a verb. As of February 2025, Google’s dominance in the UK search engine market remains substantial. According to StatCounter, Google holds a 93.37% market share, while Bing accounts for 4.14%, and Yahoo! has 1.34%.
It stands to reason therefore that your website’s content should be optimised to appeal to the dominant search engine, i.e. Google. But how do you ensure that your website appears prominently in the platform’s search engine results?
Answer? SEO.
Search engines play a big part in B2C buyers research
Search Engine Optimisation (SEO) is essential for UK law firms aiming to attract private clients. The latest available metric indicates that a whopping 96% of those looking to instruct a solicitor begin their research online. Law firms that fail to rank highly in search results risk being overlooked by private clients who primarily rely on Google to find and evaluate legal providers. SEO attracts private clients actively searching for legal services, making them more likely to convert into paying clients.
The Solicitors Regulation Authority (SRA) reports that the number of legal services providers in the UK continues to grow, making the market increasingly competitive. Law firms need to be doing all they can to ensure they’re not being squeezed out.
Why SEO is important for law firms operating in the private client market
- For private clients seeking legal services (e.g., conveyancing, wills, family law), ‘local’ SEO ensures they find nearby firms quickly.
- High search rankings build trust and credibility. According to Backlinko, the top three Google search results earn themselves 54.4% of all clicks, while lower-ranked pages attract significantly fewer visitors.
- Online reviews and testimonials, which are part of SEO, influence private clients’ decision-making. Ninety percent of consumers read online reviews before contacting a business (BrightLocal).
- SEO drives organic traffic—which is free compared to paid advertising (PPC)
- According to HubSpot, enquiries received as a result of successful SEO have a 14.6% close rate, compared to only 1.7% for outbound marketing (i.e. cold calling).
But SEO is just as important from a B2B perspective
Even the B2B path to purchasing legal services has undergone a seismic shift over the past two decades, shifting from traditional word-of-mouth referrals to a more digital and self-directed research process.
Traditional referral-based model -v- digital influences
Historically, businesses seeking services relied heavily on referrals from trusted sources such as banks and their professional networks. This approach was grounded in personal relationships and direct recommendations, lending an air of trust and credibility.
But with the advent and proliferation of digital technologies, the B2B buying process has evolved considerably. Modern B2B buyers now conduct extensive online research independently before engaging with potential suppliers. By 2025, 80% of B2B sales interactions between suppliers and buyers are expected to occur in digital channels.
Whilst not completely redundant, the traditional linear sales funnel has become less relevant as buyers engage with multiple digital channels i.e. webinars, podcasts, and email marketing, creating a more dynamic and less predictable purchasing path.
In the business-to-business market it stands to reason that purchasing decisions involve multiple stakeholders, each conducting their own research and bringing diverse perspectives to the table. This complexity requires service providers to address varied concerns and information needs – so this research needs to be readily available on your website!
Reasons for the shift
Several factors have driven this evolution, including ease of access to information; potential buyers can harvest information and compare your services with your competitors quickly and easily
Modern buyers prefer to control their purchasing journey, seeking out information at their own pace and engaging with suppliers on their own terms.
In summary, the B2B services purchase funnel has transitioned from a reliance on traditional referrals to a complex, digitally-driven process. This shift underscores the importance for service providers to adapt their marketing strategies to meet the evolving preferences and behaviours of modern B2B buyers.
A-I-D-A still has its place, it just looks a bit different!
Understanding the typical business-to-business (B2B) buying funnel is essential for law firms to tailor their SEO strategies effectively. AIDA – a customer journey marketing model – generally involves the following stages:
Stage 1 - Awareness
A business (or individual) identifies a legal need and begins searching for potential law firms. Traditionally, a potential buyer may have sought out recommendations from their trusted network, whereas now, information is available from a quick Google search. creating high-quality content that addresses specific legal issues can attract businesses during the awareness stage
Stage 2 - Interest
The business (or individual) evaluates various law firms, reviewing their expertise, reputation, and services. Social proof is tantamount here – i.e. Google reviews and TrustPilot for example. Job-hunting websites like Glassdoor and Indeed shouldn’t be overlooked either, as a bad reputation here will likely deter not only future employees, but also future clients.
Stage 3 - Decision
The business (or individual) selects a law firm that best fits their requirements. Review your website with the following in mind: Does your website satisfy their research? Are you displaying your full range of services? Do you have client testimonials and/or case studies? Do you talk about what your firm excels at? Are you talking about the experience and breadth of your team?
Stage 4 - Action
The business (or individual) engages the chosen law firm for legal services. This in itself poses another question about your website layout - is it laid out to its best effect to make it easy for your visitors to contact you? Optimising website structure and ensuring a user-friendly experience can maintain interest and facilitate the decision-making process.
Easy win SEO strategies for law firms
To effectively leverage SEO, UK law firms should focus on:
- Keyword optimisation
Put yourself in the mind of those who are seeking out legal services. What will they be typing into Google? For example, terms like “divorce lawyer near me” (this is where local SEO plays its part) or “wills and probate solicitor [city]” to attract private clients. - Content marketing
Publish informative blogs, FAQs, and guides on common legal issues (e.g “partnership disputes” or “how to purchase a freehold”) to attract organic traffic. Content should be helpful, reliable, and written with human beings – not search engines in mind. More here https://larkmarketing.co.uk/google-first-core-update-2025/ - Local SEO
Optimise Google My Business (GMB) listings with accurate location, services and contact details. - Mobile optimisation
Ensure your website is mobile-friendly, as most private clients search for services on their phones.
But don't forget about technical SEO!
While content and keywords are essential for SEO, the technical foundation of a law firm’s website significantly impacts search engine rankings, user experience, and lead generation. Technical SEO refers to the behind-the-scenes optimisations that help search engines crawl, index, and rank a website effectively. The first and most critical step is conducting a comprehensive technical SEO audit. This involves evaluating your website’s infrastructure, performance, and crawlability to identify and fix technical issues that could hinder search engine visibility.
We can help - low-cost website audit
For a limited time, Anne Austin and Cara Bartlett are offering a combined website audit which will:
- Ensure that your website is compliant with the Solicitors Regulation Authority
- Identify areas on your website which are failing you in terms of both your on-page and behind-the-scenes SEO, as well as showing how you’re faring against your competition.
The introductory price of this useful report is just £500.
Cara Bartlett MCIM
Professional Services Marketing Consultant