Law firm marketing services, built only for solicitors
Eleven services from one team that works with no other sector, each of which can be bought on its own or run together as one programme. Search, paid media, content, websites, conversion, reputation, AI search and email, all built around how clients actually choose a solicitor and the rules solicitors work under. Start with the problem you have, not the service you think you need.
Our longest-standing client, Stephensons Solicitors LLP, has run search, paid media and website conversion with us for over four years and now takes more than a million organic Google clicks a year.
Trusted by firms including
Law firms only. No other sector, so every method on this site was built for solicitors and tested on solicitors’ websites.
Start with the problem, not the service
Firms rarely need everything at once, and the order matters more than the menu. This is how we would route the eight problems firms most often bring to us.
| If this is the problem | Start here | Then add |
|---|---|---|
| Not enough enquiries this quarter | Google Ads: live within three weeks, enquiries within days, every call tracked to the file it became. | Website conversion, because the page the click lands on decides what each enquiry costs. |
| The firm is not found on Google | Law firm SEO: matter pages, local profiles, earned authority and a technical foundation, reported in enquiries and rankings. | Content marketing, so the guides feed the matter pages and the AI answers. |
| Traffic arrives, calls do not | Conversion rate optimisation: the twelve elements of a page that converts, then testing that works at low traffic. | Branding and websites, only if the review finds the site itself is the problem. |
| A new firm, a merger or a site from 2017 | Branding and website design: positioning first, then a site built to rank, to comply, and to be owned by the firm. | SEO from launch, with the rankings carried across. |
| AI answers recommend other firms | AI optimisation: answer-first content, a clear identity and corroboration, with citations tracked monthly. | Legal content writing for the questions nobody on your site has answered. |
| Nobody writes to former clients | Email marketing: the consent audit, the quarterly letter from a named partner, and the three automated emails that matter. | Content to give the letters something worth sending. |
| Partners want referrals from their networks | Social media: partners’ profiles and posts on LinkedIn, aimed at the accountants, brokers and HR directors who refer work. | Content writing for the commentary partners share. |
| We want it run, not bought in pieces | Digital marketing: strategy, every channel above, and one monthly report, from one team. | Nothing. That is the point of it. |
Every service on this page does one job a law firm can measure. If a service would not produce enquiries, instructions or referrals for your firm, we would rather tell you than sell it to you.
The eleven services
Grouped by the job they do. Each has its own page with the method, the first ninety days, the rules it runs under and the questions firms ask before they buy it.
Get found
Where clients look for a solicitor, and how a firm appears there.
SEO for law firms
Organic search built on matter pages, local profiles, earned authority and visible expertise. The channel that took Stephensons past a million clicks a year.
- Matter and practice-area pages
- Google Business Profiles and reviews
- Earned links from the legal press
- Monthly report in enquiries and rankings
PPC and Google Ads
Paid search built one matter at a time, with every call recorded and the account judged on cost per instruction rather than cost per click.
- One campaign per matter
- Landing page per matter
- Call tracking and recording
- Weekly budget moves
AI optimisation
Generative engine optimisation, answer engine optimisation and LLM optimisation as one service: being the firm that AI Overviews, ChatGPT and Copilot cite.
- Answer-first pages
- Entity and structured data work
- Corroboration across the web
- Monthly AI visibility report
Turn visitors into clients
What happens between the click and the call, and the site it happens on.
Conversion rate optimisation
More enquiries from the visitors the firm already has. Expert review against the twelve elements, then testing that works at low traffic, led by a neuroscientist.
- Every matter page reviewed on a phone
- Call and form tracking by page
- Recordings and heatmaps, with consent
- Sequential tests, honestly reported
Branding and website design
Positioning before pixels, then a website built to rank, to meet the SRA’s rules, and to be owned outright by the firm, launched without losing a ranking.
- Positioning workshop and tone of voice
- Architecture from search data
- Design system and templates
- Migration with a full redirect map
Lead generation
Enquiries from channels the firm owns rather than leads bought from a vendor: paid search, organic search, a converting site and an intake process that answers in minutes.
- Search channels built in your name
- Every enquiry tracked to outcome
- Intake and speed-to-lead fixed
- No per-lead charges
Build the firm’s voice
The content, the letters and the posts that carry the firm’s expertise to the people who instruct and refer.
Content marketing
A planned programme of guides, matter pages, fee explainers and case notes, written with and signed by your solicitors, measured in enquiries.
- Two to four pieces a month
- Solicitor interview and sign-off
- Six-month review of every piece
- Quarterly email included
Legal content writing
Pages written to a standard a solicitor will put their name to, quoted per piece and delivered publish-ready. For firms that need pages written, not a programme.
- Brief from search data
- Fact-checked against the source
- Title, headings and links included
- Copyright assigned to the firm
Social media
Partners’ expertise in front of the people who refer work, mainly on LinkedIn, with an honest view of the practice areas where social does nothing.
- Partner profiles and ghostwritten posts
- Firm page and local presence
- Paid social, narrowly
- Every post checked against SRA rules
Email marketing
The cheapest instructions a firm will ever win are from former clients. A lawful list, a quarterly letter from a named partner, and the automations that matter.
- Consent and soft opt-in audit
- Segments by matter and life stage
- Review request, will review, legal change notes
- Measured in replies and instructions
Run it all
For firms that would rather have the whole thing run than bought in pieces.
Digital marketing for law firms
Strategy set with the partners, every channel above run by one team in the order that pays back fastest, budget moved each quarter to where the instructions are, and one monthly report in enquiries, instructions and cost per instruction.
How the programme is run- Twelve-month plan agreed before you sign
- Paid search pays the bills while organic is built
- Website conversion fixed in the first quarter
- Weekly call, monthly report, quarterly partner review
- Fixed retainer, media paid to Google directly
- Works alongside your own marketing manager
How we work, whichever service you buy
Four things are the same across all eleven. They are the reasons firms stay with us for years rather than quarters.
Every retainer is a fixed monthly figure agreed after an audit. Media is paid to Google directly and never marked up, and there is no charge per lead, so our advice on budget is not shaped by our invoice.
The person who builds the work is the person you speak to. Every service page names them. There is no account manager between you and the team.
One monthly report, written for a managing partner: enquiries and instructions by channel and matter, what each cost, what changed and what is next. Rankings, clicks and reach are in there as working, not as results.
The SRA’s rules on publicity and unsolicited approaches, the Transparency Rules, the referral fee ban, PECR and the advertising codes are designed in from the start of every service, not checked at the end.
Who we work with
Firms of five to two hundred fee earners across England and Wales, from single-discipline practices to full-service firms with several offices. The approach is the same; the search behaviour, the economics of a file and the rules differ by practice area, and that difference is what we specialise in.
Most of our work is for the practice areas below, each of which has its own page describing what marketing looks like for it. If yours is not listed, ask; the method transfers, and we will say plainly if it does not.
- A call
- Thirty minutes about the firm, the matters you want more of, and where enquiries come from now
- An audit
- Written, within one to two weeks, specific to the service: search, account, site, content or list
- A plan
- The first three months set out in detail, with a fixed fee and the firm’s own time per month made clear
- A decision
- Yours. The audit is useful whether or not you go ahead, and we will say if we are not the right fit
Four years with Stephensons Solicitors LLP
A full-service firm competing with national brands across personal injury, family, employment and consumer law. Search, paid media and website conversion have run as one programme since the start of the engagement, with the balance moving from paid to organic as the organic channel grew.
The search channel now brings in more than a million organic clicks a year, with page one positions for competitive terms across several practice areas. Read the case study, or see all of our work.
The people behind the services
A small senior team that only works with law firms. You will find the same names on every service page, because they are the people who do the work.
Sets the strategy and the budget with the partners, chairs the quarterly reviews, and is the person to call when something needs deciding quickly.
Runs paid and organic search and AI optimisation for every client, briefs and edits the content, and writes the monthly report on what moved and why.
Conversion and user experience are led by a specialist with a background in neuroscience, and accounts are managed day to day by Siobhan, our accounts manager. Meet the whole team.
Questions firms ask before choosing a service
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Which service should we start with?
The one that fixes the problem you have this quarter, which is usually paid search for enquiries now, SEO for being found, or conversion work for a site that gets traffic and no calls. The table above is how we route it; the call is where we check it.
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Can we buy one service on its own?
Yes. Every service on this page is sold separately, with its own audit, plan and fee. Many firms start with one and add others once the measurement is in place and the first results are in.
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How are fees structured?
A fixed monthly fee per service, agreed after the audit, with the first three months set out in detail. Media budgets are paid to the platform directly. Projects with a beginning and an end, such as a website, are quoted separately. There are no percentages and no per-lead charges.
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How quickly can we start?
The call is usually within the week and the audit within one to two weeks of it. Paid search can be live within three weeks of the audit; organic and content work starts in the first month and shows from the third.
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Do you work with firms that have an in-house marketing manager?
Often, and the division of labour is written into the plan: they own the firm’s voice, relationships and decisions; we own the channels, the pages and the data, and bring recommendations to them weekly.
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Which practice areas do you work in?
Personal injury and clinical negligence, family and divorce, conveyancing, employment, wills and probate, immigration, and corporate and commercial, with a page for each. The method transfers to others; the search behaviour and the rules are what we check first.
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Do you only work with firms in the North West?
No. We are based in Liverpool and work with firms across England and Wales, mostly remotely, with a visit at the start and for the quarterly reviews where it helps.
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How do we know it is working?
Every service reports monthly in the same terms: enquiries, instructions and what they cost, by channel and matter, against the plan you agreed. If a number goes the wrong way we say so, with the reason and the fix.
Not sure which service you need?
Tell us the problem and we will tell you where we would start, what it would cost, and whether we are the right fit. The call is free and the advice is the same whether or not you instruct us.
- A 30-minute call about the firm, the matters you want more of, and where enquiries come from now.
- A written audit for the service we think fits, within one to two weeks.
- A fixed-fee proposal with the first three months set out, for you to accept or not.