Google Business Profile optimisation
The right categories, a full list of services, accurate opening hours, photos, regular posts and answers to common questions, all checked against Google's guidelines.
FOR UK FIRMS
Local SEO for Solicitors
When someone searches for a solicitor nearby, Google shows a map with three firms before any website. Our local SEO for solicitors gets your firm into those results, with an optimised Google Business Profile, accurate UK directory listings and a steady flow of genuine reviews.
Working with solicitors across England, Scotland, Wales and Northern Ireland, remotely. Plans from £200/month. No setup fees.
Free instant check · 20 seconds
Run a Free Instant Check on Your Law Firm Website
See how your website performs on the basics Google cares about. Enter your website address and we'll test mobile speed, Core Web Vitals, security and key page tags. It takes about 20 seconds and you stay on this page.
How Google Chooses the Three Firms on the Map
Google ranks local results on three things: relevance, distance and prominence.
- Relevance: how well your profile and website match the search. A firm with one general category and no services listed will often lose to a firm whose profile clearly describes each service it offers.
- Distance: how close your office is to the person searching, or to the place they name. You cannot move your office, but you can make sure Google knows exactly where it is and which areas you serve.
- Prominence: how well known and trusted your firm is, judged from reviews, links, directory listings and mentions across the web.
Local SEO works on all three at once.
What's Included in Our Local SEO for Solicitors
Google Maps optimisation for each office
If you have more than one office, each one gets its own verified profile and its own page on your website. We never create profiles for addresses where you have no staff. That breaks Google's rules and risks your profile being suspended.
Google reviews for solicitors
A simple process for asking clients for reviews at the right moment, and polite replies that never reveal anything about a client or their matter.
UK legal directories and citations
Your firm's name, address and phone number kept consistent on the directories that matter for solicitors, including the Law Society's Find a Solicitor, ReviewSolicitors, Yell, Bing Places and Apple Business Connect.
Local pages on your website
A page for each office and town you serve, with real information: who works there, which matters you handle and how to find you.
Local links and community
Links and mentions from local news sites, business groups, charities and events your firm supports.
Local schema markup
Structured data that tells Google your firm's name, address, services and opening hours.
Call and enquiry tracking
See how many calls and enquiries your Google Business Profile brings in each month.
Getting Google Reviews the Right Way
Reviews help your map rankings and help people decide whether to call you. Solicitors need to handle them carefully.
- Never offer anything in return for a review, and never write or buy reviews. Fake reviews and undisclosed incentivised reviews are banned under UK consumer law, and Google's policies forbid incentives.
- Ask every client in the same way, not only the happy ones. Asking only satisfied clients, known as review gating, is against Google's policies.
- Keep replies short and confidential. Do not confirm that someone was a client. If a review is negative, reply politely and offer to discuss it privately.
- Use the legal review sites too. Reviews on ReviewSolicitors and Trustpilot help clients compare firms and support your local visibility.
Our Local SEO Process
Weeks 1–2: Audit
We check your Google Business Profile, directory listings, reviews and map rankings across your area, and set up call tracking.
Month 1: Fix the profile and listings
Profile optimisation, duplicate listings removed, and your name, address and phone number made consistent everywhere.
Months 2–3: Local pages and reviews
Local pages for each office go live and your review process is up and running.
Ongoing: Posts, links and reporting
Regular profile posts, local links and a monthly report showing map rankings, calls and enquiries.
High Street Firms and Multi-Office Practices
One office
For a high street firm, the goal is to own the map results in your town and nearby areas for your main practice areas. That usually means a strong profile, a steady stream of reviews and a few well-written local pages.
Several offices
Each office gets its own profile, its own page and its own reporting, so you can see which locations bring in work. We make sure the office pages do not compete with each other.
Local SEO for Every Practice Area
Local search matters more for some areas of law than others. People looking for conveyancing, family law, wills and probate or criminal defence often want a firm nearby. Clients with immigration, employment or personal injury matters may be happy to instruct a firm further away. We shape your local strategy around the matters you want more of.
Local SEO and the SRA Rules
Everything we publish on your profile and website must be accurate and not misleading, in line with the SRA Code of Conduct. That includes your office addresses, the services you list and how you describe your experience. We also make sure your SRA digital badge and any price and service information required by the SRA Transparency Rules are on your website. Firms in Scotland and Northern Ireland follow their own Law Society's rules, and we work to those instead.
Local SEO Pricing for Solicitors
Every plan includes local SEO. The Growth plan covers one location and the higher plans cover more offices. All prices are per month, with no setup fees.
Growth SEO
Sole practitioners starting local
£200/month
- ✓50 target keywords
- ✓25 on-page optimisations / mo
- ✓1 location · Local SEO + GBP
- ✓Rank on ChatGPT & Gemini
- ✓4 on-site blog posts / mo
- ✓120+ backlinks / mo · 2 guest posts
- ✓1 press release
- ✓3-person team (Specialist · Manager · Writer)
- ✓Reporting on rankings, calls and signed cases
Advanced SEO
Small firms expanding their reach
£400/month
- ✓100 target keywords
- ✓50 on-page optimisations / mo
- ✓2 locations · Local SEO + GBP
- ✓Rank on ChatGPT & Gemini
- ✓7 on-site blog posts / mo
- ✓150+ backlinks / mo · 3 guest posts
- ✓2 press releases
- ✓3-person team
- ✓Reporting on rankings, calls and signed cases
MOST POPULAR
Professional SEO
Multi-solicitor firms
£600/month
- ✓200 target keywords
- ✓80 on-page optimisations / mo
- ✓3 locations · Local SEO + GBP
- ✓Rank on ChatGPT + Gemini
- ✓11 on-site blog posts / mo
- ✓200+ backlinks / mo · 4 guest posts
- ✓3 press releases · Website speed optimisation
- ✓4-person team
- ✓Reporting on rankings, calls and signed cases
Business Elite
Established multi-office firms
£800/month
- ✓300 target keywords
- ✓100 on-page optimisations / mo
- ✓4 locations · Local SEO + GBP
- ✓Rank on all AI search engines
- ✓17 on-site blog posts / mo
- ✓300+ backlinks / mo · 5 guest posts
- ✓4 press releases · Speed optimisation
- ✓5-person team
- ✓Reporting on rankings, calls and signed cases
Premium SEO
Regional firms in competitive markets
£1,000/month
- ✓400+ target keywords
- ✓All-page on-page optimisation
- ✓All locations · Local SEO + GBP
- ✓Rank on all AI search engines
- ✓24 on-site blog posts / mo
- ✓400+ backlinks / mo · 10 guest posts
- ✓5 press releases · Speed optimisation
- ✓6-person team + Dedicated CRM
- ✓Reporting on rankings, calls and signed cases
Super Premium
Large firms with 25+ fee earners
£1,200/month
- ✓600+ target keywords
- ✓All-page on-page optimisation
- ✓All locations · Full Local SEO
- ✓Rank on all AI search engines
- ✓29 on-site blog posts / mo
- ✓700+ backlinks / mo · 20 guest posts
- ✓6 press releases · Speed optimisation
- ✓7-person team + Dedicated CRM
- ✓Reporting on rankings, calls and signed cases
No setup fees.
FAQ
Local SEO for Solicitors: Frequently Asked Questions
How do solicitors rank on Google Maps?+
Start with a complete, accurate Google Business Profile: the right categories, your services, opening hours, photos and regular posts. Then build consistent listings on UK directories, earn genuine reviews from clients and add a local page to your website for each office. Google combines these signals with the searcher's location to choose which firms to show.
Can we rank in towns where we don't have an office?+
Your map listing will be strongest near your office. To win clients in nearby towns, we create helpful pages on your website about the areas you serve and the matters you handle there. We never set up fake addresses, which break Google's rules and can get your profile suspended.
How do we get more Google reviews without breaking the rules?+
Ask every client in the same way once their matter has finished, by email or text, with a direct link to your review page. Do not offer incentives, and do not reveal client details when you reply. We set up this process for you.
Do ReviewSolicitors and the Law Society's Find a Solicitor help local SEO?+
Yes. Accurate listings on trusted legal directories support your Google rankings and help clients compare firms. We check that your firm's details match everywhere, because conflicting information can confuse Google.
How long does local SEO take for a law firm?+
Profile fixes can improve your visibility within a few weeks. Strong, steady map rankings usually take three to six months, depending on how many firms compete in your area.
How much does local SEO for solicitors cost?+
Our plans start at £200 per month for one office, with no setup fees. Firms with more offices, or in more competitive areas, usually choose a higher plan. See the pricing above, or ask for a free audit and we will recommend one.
Get Your Free Local SEO Audit
Tell us about your firm and your offices, and a strategist will review your Google Business Profile, listings and website and send you a clear plan. No obligation.
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