Jambo JimboSEO for law firms, measured in instructions
Legal search is crowded, regulated and expensive to get wrong. The work below is aimed at the searches that turn into client care letters, and reported against them.
Get your free auditThe diagnosis
Why law firm SEO usually stalls
Most law firm sites have one page per department, written in the firm's own vocabulary. Search does not work that way. Someone whose former partner has stopped paying towards the children searches for exactly that, and a page called Family Law answers none of it. Ranking takes a page for each real problem, written in the words people use.
The second issue is trust, which Google assesses as well as clients. Legal content is what Google's quality guidelines call Your Money or Your Life: a topic where who wrote the page, and what qualifies them to write it, carries real weight. An anonymous house byline on a page about divorce finances is a weakness, not a neutral choice.
The third is local. For most practice areas the map results sit above everything else, and they are decided by your Business Profile, your reviews and how close you are to the searcher. Firms with several offices usually have one well kept profile and several neglected ones.
Before any of it, it helps to know what the firm can afford to pay for an enquiry, worked out from figures you already have.
Scope
What is included
Practice area architecture
A page per problem, not per department. Mapped to how people search for family, conveyancing, probate, employment and the rest, and linked so authority reaches the pages that bring instructions.
Technical audit and fixes
Crawl, indexing, site speed, internal links and schema, including LegalService markup for each office. The work that has to happen before anything else pays off.
Solicitor profiles and authorship
Named fee earners with their qualifications, SRA number and the areas they actually practise, connected to the content they have reviewed. This is what Google's guidance asks for on legal topics.
A Business Profile for every office
One complete profile and one genuine location page per office, with consistent details and reviews requested properly. Nothing claimed where you have no premises.
Guides that answer the question
Written from a brief agreed with the fee earner, reviewed by them, and published within the SRA rules on publicity. Structured so the answer can be lifted into an AI Overview without creating a compliance problem.
Reporting against instructions
Enquiries by practice area and, where your case management system allows, the instructions they became. Rankings appear, but not as the headline.
Search intent
The searches that bring instructions
Illustrative examples rather than keyword data. Most describe a problem in the searcher's own words and never mention a solicitor.
- what happens to the house in a divorce
- how to get a non molestation order
- conveyancing fees for a first time buyer
- do I need probate if there is a will
- can my employer change my contract without my consent
- settlement agreement solicitor near me
What happens next
What happens after you get in touch
- Step 01
Audit
Your site, your rankings, your ad account and your analytics, and a written account of what is wrong. You get the report whether or not you hire me.
- Step 02
Agree the target
One number we are both working to, usually cost per enquiry or enquiries per month. Not sessions, not impressions, not rankings on their own.
- Step 03
Do the work
Technical fixes first, because content on a broken site does nothing. Then the pages and campaigns that go after the searches worth having.
- Step 04
Report monthly
What moved, why it moved, what happens next, and an honest note on anything that cannot be measured.
Straight answers
Common questions
- How long does SEO take for a law firm?
- Technical fixes can show within weeks. Competitive practice areas such as conveyancing or family law in a large town usually take six months or more to move meaningfully. Anyone promising faster is guessing, or cutting corners you will pay for later.
- Can you guarantee first place for our practice areas?
- No. Anyone who guarantees a ranking is either misinformed or hoping you are. What I can do is show you the gap between you and the firms above you, what closing it would take, and roughly how long.
- Will the content comply with the SRA rules?
- It is written to the SRA Code of Conduct and its guidance on publicity, and nothing is published until the firm has approved it. The firm stays responsible for compliance, so the approval step is built in rather than optional.
- Do we need a page for every town we serve?
- No. Pages for places where you have no office tend to be thin, and Google treats them that way. One genuine page per office, plus practice area pages that serve everyone, is the structure that holds up.
- Who writes the content?
- I do, from a brief agreed with the fee earner who knows the area. They check it for accuracy before it goes live, which takes them far less time than writing it themselves.
- Does SEO still matter now that people ask AI tools?
- Yes, and it is the same work. AI answers draw on pages that are well structured, clearly attributed and consistent with what the rest of the web says about the firm. There is no separate trick, whatever you are being sold.
The longer read
The full guide, free
More for solicitors
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