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Digital marketing for law firms

Your client is frightened, transacting once, and choosing on trust. Very little of what works in ordinary ecommerce marketing applies.

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Folded documents tied with pink legal ribbon beside a leather-bound book and fountain pen

The diagnosis

Why most law firm websites do not generate enquiries

The site is organised around the firm rather than around the problem. Practice areas are listed as the firm describes them internally, not as a worried person types them into a phone at eleven at night. A page called "Dispute Resolution" does not meet someone searching for what to do when a builder has taken their deposit.

The second failure is proof. Legal buyers are choosing on trust and have almost nothing to go on. Named solicitors with real credentials, genuine reviews and clear pricing information do more for conversion than any amount of design work.

The third is the contact route. A single form at the end of a long page, with no phone number, asks a distressed person to do the hardest possible thing at the worst possible moment.

Underneath all three sits a number most firms have never written down: what you can afford per enquiry, worked out from figures you already have.

Your work

Practice areas I have worked across

Each behaves differently in search, and each needs its own treatment.

How I can help

The work, written for solicitors

Also available to solicitors:

The buying journey

From search to signed

  1. Step 1

    Something goes wrong

    The search is rarely "solicitor". It is a description of the problem, often phrased as a question, and often at an unsociable hour.

  2. Step 2

    They read, they do not enquire

    The first two or three visits are research. Content that answers the question properly is what gets the firm shortlisted.

  3. Step 3

    They compare three firms

    Reviews, named people, offices, and whether the price is knowable. This is where most firms lose, and it is rarely for want of traffic.

  4. Step 4

    They make contact

    Phone as often as form, and frequently outside office hours. Response time matters more than anything on the page.

  5. Step 5

    Client care letter

    The only conversion that counts. If your analytics stops at form fill, you are optimising for the wrong event.

Compliance

Working inside the SRA rules

Solicitors are regulated, and the advertising rules are not optional. Your firm remains responsible for compliance, but you should not have to be the only person in the room who has read them.

In practice that means: no claim about outcomes that cannot be evidenced, transparency requirements on price and complaints handled properly on the pages that need them, and every piece of published content approved by the firm before it goes live. I will flag anything that looks like a problem. The final call is always yours.

Google Ads management for law firms

A fixed monthly fee set by your ad budget, never a percentage of your spend. Everything is listed here.

  • Starter

    £750 a month

    For firms spending up to £2,000 a month on Google Ads

    • Separate campaigns for each practice area
    • Ads written within the SRA rules
    • Weekly optimisation and search term reviews
    • Call and form tracking that counts real enquiries
    • Monthly report in plain English
    • Your own live results dashboard

  • Growth

    £1,250 a month

    For firms spending £2,001 to £5,000 a month

    Everything in Starter, plus:

    • Campaigns and budgets split by office as well as practice area
    • Landing page recommendations
    • Fortnightly check-in call

  • Scale

    From £1,500 a month

    For firms spending over £5,000 a month

    Everything in Growth, plus:

    • Multi-office campaign structure
    • Competitor monitoring
    • Weekly check-in call

All plans

  • One-off setup fee of £500, covering the tracking audit and the account build or rebuild
  • Three month minimum, then monthly with 30 days' notice
  • You own the account, and keep it and its history if we stop working together
  • 90 day guarantee: if your cost per enquiry has not improved after 90 days, your fourth month is free

Add SEO from £750 a month.

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Prices exclude VAT. The guarantee compares cost per enquiry in days 61 to 90 with the 90 days before I started, counting the same conversions. It applies when tracking is set up as agreed and the monthly ad budget stays within 20% of the agreed level. For a new account with no history, we agree a target cost per enquiry in writing before starting, and the guarantee is measured against that.

Straight answers

Common questions

Can you guarantee we will rank for conveyancing in our town?
No. Anyone who guarantees a ranking is either misinformed or hoping you are. What I can do is show you what the current gap is, what closing it would take, and roughly how long it should be expected to take.
Our compliance officer will want to review everything.
Good. Nothing goes live without firm approval, and the process is built around that from the start rather than bolted on.
Is Google Ads viable for personal injury?
It is the most expensive market in UK legal search, so viability depends entirely on your case values and your conversion rate from enquiry to instruction. I would want to look at both before recommending a budget.
We have eight offices. Do we need eight websites?
No. You need one site with a genuine page per office, each with real local detail, plus a properly managed Business Profile for each. Separate sites split your authority and multiply the maintenance.
How do you measure success?
Enquiries and cost per enquiry, and where the firm can track it, instructions. Rankings and traffic appear in the report as supporting detail, not as the headline.

Also work with

Free audit

An audit written for solicitors

A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.

Get your free audit

No obligation to go further, and plenty of firms do not.