Law Firm Marketing · UK

Marketing for Solicitors and Law Firms

Your reputation brings in referrals. I help with everything around it: being visible when people search for a solicitor, and making sure every enquiry is answered, followed up and tracked.

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Two problems, usually at the same time

Most law firms I speak to are good at the law and good with clients. New work tends to come from referrals, repeat clients and local reputation. That is a strong foundation, but it has a ceiling. When someone outside your network needs a conveyancer, a family solicitor or an employment lawyer, they rarely ask around first. They search on Google, compare two or three firms, and contact whichever one feels clearest and easiest to reach.

That is where the first problem sits. If your firm does not appear for the searches that matter, such as the practice areas you want more of and the towns you serve, those people never reach you. They simply go to a firm that does appear, which may be no better than yours.

The second problem is less visible. Even when enquiries do come in, some of them slip away. A call goes to voicemail during a busy morning. A web form arrives at 9pm and is picked up two days later. A prospective client asks for a quote, hears nothing further, and instructs someone else. Very few firms can say with confidence how many enquiries they received last month, where they came from, and how many became instructions.

My work covers both sides. On one side, getting found: a clear website, search engine optimisation, a well-maintained Google Business Profile and a steady flow of genuine reviews. On the other, handling enquiries: a simple pipeline, instant acknowledgements, sensible follow-up, easy booking and reporting you can actually read. The two work together. More visibility is only worth having if the enquiries it produces are looked after properly.

Where law firms tend to lose new clients

None of these mean a firm is doing a bad job. They are common, they happen quietly, and they are all fixable with the right setup.

Not appearing for the right searches

The firm ranks for its own name but not for the practice areas and locations clients actually search for, so new work depends almost entirely on referrals.

A website that explains but does not convert

The site lists services and the team, but a visitor in a stressful situation cannot quickly see whether you can help, what happens next, or how to get in touch.

Slow or inconsistent replies

Fee earners are in meetings or at court, reception is stretched, and web enquiries wait. People with an urgent legal problem often contact several firms and go with the first helpful response.

No clear picture of what is working

Without tracking, it is hard to know which sources bring the best instructions, so marketing decisions rely on instinct rather than evidence.

What's included

Every firm is different, so the exact mix depends on your practice areas, capacity and goals. These are the building blocks I work with.

Getting found

A professional, fast website structured around your practice areas, written in plain English for clients rather than lawyers
Search engine optimisation for the services and locations you want more work in
Google Business Profile set up and maintained properly for each office
A simple, compliant process for asking satisfied clients for reviews
Clear, trustworthy calls to action on every page

Handling enquiries

One pipeline where every call, form and email enquiry is logged
Instant email and text acknowledgements, including outside office hours
Polite, automated follow-up for enquiries that go quiet
Online booking for initial consultations where it suits the firm
A dashboard and regular reporting showing enquiries by source and outcome

How it works

STEP 1

Discovery call

A relaxed conversation about your firm, the work you want more of, and how enquiries are handled today. No hard sell.

STEP 2

Audit and plan

I review your visibility on Google, your website and your enquiry process, then set out what is worth fixing first and why.

STEP 3

Build and launch

I put the agreed pieces in place, whether that is a new website, SEO groundwork, a Google Business Profile refresh, an enquiry pipeline or all of these.

STEP 4

Ongoing improvement

Each month I keep improving visibility and the enquiry process, with clear reporting so you can see what is changing.

Who this is for

This works best for firms that already do good work and have a solid reputation, but want a more dependable source of new clients alongside referrals.

High street and regional firms covering areas such as conveyancing, family, wills and probate, employment or personal injury
Niche and boutique practices that want to be found for a specific specialism
Growing firms adding new offices or practice areas
Partners who want clearer information about where new instructions come from

You can see examples of websites and growth projects I've delivered on my work page and in the HomeRoots case study.

Frequently asked questions

Do you understand the rules around marketing for solicitors?+

Yes. I keep copy factual and clear, avoid misleading claims, and make sure required information is easy to find. Your firm remains responsible for compliance with SRA rules, so I always ask you to review and approve content before it goes live.

Will this replace our referral work?+

No, and it shouldn't. Referrals are usually your best source of work. This is about adding a second, steadier source of new clients and making sure every enquiry, from any source, is handled well.

We already have a website. Do we need a new one?+

Not necessarily. Sometimes a few clear improvements to structure, content and calls to action are enough. I'll tell you honestly whether a rebuild is worth it after reviewing what you have.

How long before we see results from SEO?+

SEO builds over months rather than weeks, and it depends on your area and competition. Improvements to enquiry handling, by contrast, can make a difference almost immediately, which is why I usually look at both.

Does the enquiry system work with our existing case management software?+

The pipeline sits in front of your case management system and handles the stage before someone becomes a client. We can agree a simple handover point so nothing is duplicated.

How do we get started?+

Book a discovery call. We'll talk through your firm and what you want to achieve, and I'll suggest a sensible first step, whether or not we end up working together.

Let's find where your firm is losing clients

A discovery call is a relaxed way to look at how people find you, what happens when they enquire, and what is worth fixing first.