Local SEO for Lawyers Examples: How to Dominate Local Search Results

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Local SEO for Lawyers examples: How to Dominate Local Search Results

The legal sector in the UK is characterized by intense competition for local seo for lawyers examples, making it particularly challenging for small and mid-sized law firms to secure a top-ranking position on the first page of search engine results pages (SERPs) without expert assistance. This is a critical issue, as 75% of Internet users do not venture beyond the first page of search results. Herein lies the importance of local search engine optimization (SEO).

Local SEO for lawyers is a comprehensive and powerful strategy designed to attract new clients within a specific geographical area. Overlooking this essential approach can lead to a significant loss of potential clients and, consequently, a decrease in potential revenue.

This guide aims to provide a thorough understanding of what search engine optimization entails, the necessity of local SEO services for law firms, and the key factors to consider.

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37% of Clients for legal Practices come from Online Sources

What Is Local SEO for Solicitors?

While traditional SEO aims to optimise for general searches, local SEO for solicitors targets a specific geographical area. This involves using location-based keywords (e.g., “city + county + practice area”) to reach clients nearby. Consistency across online platforms is also crucial – Google verifies your location from multiple sources, so ensure your website, directories, and social media profiles all have accurate, matching information.

Additionally, a local SEO campaign for solicitors lets you strategically target specific geographical areas through tailored content. This approach helps attract more interest from people in your local community, increasing the potential for generating local leads. You can also use local SEO to ensure your firm is listed on local business directories, such as Google My Business and Yelp.

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WhY Is The WEB so important for a Legal Practice

The percentage of attorney clients that come from the web can vary significantly depending on several factors, including the type of law practice, the firm’s online presence, geographic location, and the effectiveness of their digital marketing strategies. However, studies and industry reports give us some valuable insights:

  1. Clio Report: According to the Clio Legal Trends Report, a significant percentage of clients start their search for legal representation online. About 37% of legal consumers look for a lawyer online as their first step.

  2. ABA Survey: The American Bar Association (ABA) has noted that a growing number of clients discover their attorneys through online searches, online reviews, and social media platforms.

  3. Legal Marketing Insights: Industry experts estimate that for many attorneys, especially in competitive urban markets, anywhere from 20% to 50% or more of new clients may come from online sources such as search engines, legal directories, social media, and online ads.

  4. BrightLocal: Studies by BrightLocal and other SEO firms indicate that local SEO efforts can significantly increase online leads for law firms, with some firms seeing over 40% of their new client inquiries originating from online searches.

Given these insights, it is clear that a well-executed online presence and digital marketing strategy are crucial for modern law practices aiming to attract new clients.

pie title How Clients Find Solicitors "Online Search": 37 "Referrals": 30 "Other": 33
pie title How Clients Find Solicitors in Details "Online Search": 37 "Referrals from Friends/Family": 30 "Direct Contact with Lawyer": 15 "Bar Association Referrals": 10 "Other": 8

Google's Top Three Local Search Ranking Factors

Google is continually updating its local search ranking algorithm to deliver the most relevant results to users’ queries. According to industry specialists, there are three primary factors that Google considers when determining local rankings: relevance, prominence, and distance.

Relevance pertains to how well the content on a website or listing aligns with what the user is searching for.
Prominence assesses whether a law firm has established itself as a trusted authority in its local market by generating content, building citations, and garnering positive customer reviews.
Distance measures how close a law firm is to the user’s location and whether it falls within a specific radius of the user.

14 Strategies for Local SEO for Lawyers Examples

A high-performance digital marketing agency will know exactly how to position your law firm at the top of the list in local SEO. The following areas are among the most critical.

NO 1. Optimise Google Business Profile for Law Firm Local SEO

Google Business Profile (GBP) acts as a prominent business listing featured in Google’s local pack search results. This box includes essential information, such as your firm’s name, address, phone number, hours, and website.

Previously known as Google My Business, these listings are crucial for several reasons:

  • Your GBP can significantly boost your business in local SEO rankings.
  • This is where potential clients will most likely encounter your firm first. If you are not present or your profile is unappealing, they may move on.
  • Google rewards well-maintained profiles with a spot on the map.
  • New clients can locate your contact information and even send direct messages.
  • Users can read reviews about your firm, and you have the opportunity to respond if necessary.
  • You can directly interact with prospects here.
  • It’s possible to add posts, images, and links to your content through your Google Business Profile.

Optimise your Google Business Profile to enhance your law firm’s local SEO and ensure you make a strong, positive first impression on potential clients.

How to Optimise a Google Business Profile

Since Google uses your solicitor’s Google Business Profile (GBP) in its local SEO algorithms, it is crucial that your GBP accurately reflects your legal practice. Therefore, you should ensure it is set up correctly and kept up-to-date regularly.

Remember, this is free, and your potential clients will use it. Here are several tips for optimising your Google Business Profile:

  • Complete all sections. Google emphasises that users are 70% more likely to visit a business with a complete profile.
  • Make sure everything is spelled correctly and that your address, hours, and website information are accurate and precisely as you want them.
  • Update frequently. If your hours change and clients try to contact you based on outdated information, they may be disappointed to find you closed, which could turn them away.
  • Choose the most specific category available for your practice area from the pull-down menu.
  • Do the same for the secondary category.
  • Select good-quality visuals and add new ones frequently.
  • Add a review section. While it might be daunting to allow public comments on your services, reviews build trust. Plus, you have the opportunity to respond to negative ones if you choose.
  • Ensure the landing page connected to your GBP loads quickly and is user-friendly. This is equally important.
  • Post updates about your law firm, valuable content, links, and other relevant information via your GBP.

By following these tips, you can optimise your Google Business Profile to enhance your firm’s local SEO and make a strong impression on prospective clients.

NO 2. Use Legal Directories as a Part of Local SEO for Solicitors

Local directories can enhance your law firm’s local SEO efforts and help you reach potential clients searching for legal services in your area. These directories provide information about a solicitor or law firm, such as practice areas, badges, qualifications, and more. Past clients can leave reviews, and fellow solicitors can offer peer reviews. Some popular online directories include Justia, Avvo, FindLaw, and Martindale-Hubbell.

When listing your law firm in local and legal directories, consider the following:

  • Claim your listing and ensure all business information is complete and accurate. Incomplete or incorrect listings can negatively impact your local SEO efforts.
  • Utilise all available space by adding photos, videos, and other content to give potential clients a sense of your firm and the services you offer.


By effectively using legal directories, you can improve your firm’s visibility in local search results and attract more clients looking for legal assistance in your area.

NO 3. Improve Local SEO with Local Citations

A local citation is an online mention of your business name, address, and phone number. Unlike a traditional mention or link, a local citation also includes a link to your solicitor website. While obtaining local citations can be a bit tedious, it’s well worth the effort. Local citations not only enhance your local SEO but also help potential clients find your law firm when they conduct a Google search:

  • City name + your law firm
  • City name + your law firm listing
  • City name + your legal directory
  • County name + your law firm listings
  • County name + your directory
  • County name + chamber of commerce



Improving your law firm’s visibility in local search results requires more than just focusing on Google reviews. While many clients rely on Google reviews, it’s important to also consider Yelp, Yellow Pages, and other local and legal directories that can influence their decisions.

Utilising local citations effectively can significantly boost your firm’s presence in search results and make it easier for clients to find your legal services.

NO 4. Practise Link Building for Local Search Engine Optimisation

Link building is essential for any law firm’s local SEO strategy to rank well in search engines. But how do you go about building these links effectively?

Linkbuilding for solicitors
There are numerous methods for law firms to build links. However, the most crucial aspect is ensuring that your links originate from websites relevant to your content and industry. Obtaining links from spammy or unrelated websites can harm your local search rankings rather than benefit them.


You should:

  • Acquire links from high-ranking websites
  • Utilise the links that your competitors use
  • Identify and restore broken links
  • Create locally relevant content
  • Obtain local citations
  • Seize other local link opportunities
  • Reference unlinked mentions
  • Purchase quality links or websites
  • Use outreach and guest blogging to market your law firm to local searchers

NO 5. Target Clients with Local Landing Pages

An Example of a Local Landing Page


If your practice operates in multiple locations, it’s crucial to have dedicated landing pages for each geographic area you serve. For instance, if you’re based in Croydon but take on criminal clients in Purley, Thornton Heath, Norwood, and Addiscombe, you should ensure your website has specific content and pages for each of these communities.

This approach signals to Google that you are local to all these areas.

It will significantly enhance your law firm’s local SEO when potential clients search for terms such as ‘criminal solicitor Purley’ or ‘car accident lawyer in Norwood.’

Additionally, it will boost your local rankings and SEO prominence, as Google will regard you as a more established and authoritative presence.

Local Landing Page Best Practices

On-Page SEO Key Factors

Your law firm’s local landing page serves as the initial point of contact between your website and prospective clients, so making a strong impression is essential. Given that 93% of online experiences start with a search engine and 47% of people click on one of the first three local search results, optimising these pages is vital.

Here are a few best practices to consider when optimising your local solicitor landing pages:

  • Ensure your pages are mobile-friendly. They should display correctly on all screens (mobiles, tablets, and desktops) and operating systems.
  • Include customer testimonials and trust signals to build credibility with your local audience.
  • Prioritise the landing page load time. Visitors are likely to leave a page if it loads slowly, which negatively impacts your local SEO for solicitors. Test the speed of your pages, identify potential fixes, ensure mobile readiness, and make any necessary modifications.
  • Incorporate relevant local keywords that highlight your legal services, including location, in title tags and headings (H1-H6).
  • Your meta descriptions should include keywords and be no longer than 160 characters.

Following these guidelines will help improve the performance of your local landing pages, enhancing your visibility and credibility in the markets you serve.

NO 6. Build Credibility with Online Reviews and Local Search

Positive Online Reviews

Online reviews not only build social proof and help you attract new clients, but they can also be a significant ranking factor for a law firm’s local SEO. Let’s explore how online reviews influence local SEO for law firms. When people search for a business online, they frequently read reviews to gauge what the business is like. Google and other search engines consider these reviews, particularly positive ones, when ranking law firms in search results. Consequently, if you have a substantial number of positive reviews, you’re more likely to appear higher on a search results page.

Additionally, reviews containing target keywords and localities can further enhance your rankings. These keywords and locations often appear naturally in reviews, so there is no need for solicitors to ask clients to include them.

NO 7. Use Local Keywords for Solicitor Local SEO

How to Implement Local Keywords on a Solicitor’s Website


Local keywords are terms or phrases that include your town or region. For example, ‘personal injury solicitor London’ is a local keyword. When individuals in your town or region search for terms related to your practice area, your law firm will be more likely to appear in the local search results.

Using local keywords in combination with other strategies concerning local SEO for solicitors ensures that your website is more likely to appear in local searches. You should incorporate these local keywords in your website’s title, description, headings, and content to help drive traffic. Additionally, you need to ensure these keywords are used in the website URL, anchor text, and meta descriptions to increase the chances of being found in local search results.

NO 8. Perfect Meta for Local Search Results

Maintaining and optimising your solicitor website’s on-page SEO is crucial to your local search efforts.

For optimal results, focus on these on-page SEO aspects:

  1. Ensure your meta titles and descriptions are up to date: Meta titles and descriptions inform Google and users about the content of your website.
  2. Incorporate primary keywords in various forms across multiple pages:
    • In your meta description, include a few keywords that outline what users can expect from the page (keep it within 155-160 characters, including spaces).
    • Make sure the city name/targeted location appears before the business title in the meta title, and include the county if it fits within the 50-60 character limit.
    • You can add phrases like “near me” and “near you” to some title tags.

NO 9. Incorporate Google Maps with Your Legal Business Location: A Guide for the UK Market

Integrating Google Maps into Your Law Firm’s Website

Including Google Maps on your law firm’s website can significantly enhance user experience by providing clear directions to your office. Many law firms already utilize maps in the footer of each page or on specific contact pages. Here’s a step-by-step guide on how to integrate Google Maps with your legal business location.

1. Locate Your Business on Google Maps

First, navigate to the Google Maps website. Enter your business address in the search bar and ensure that the pin is accurately placed at your location.

2. Share and Embed the Map

Once your business location is clearly pinpointed on Google Maps, follow these steps:

  • Click the “Share” button (usually represented by a paper plane icon).
  • A pop-up window will appear with a couple of options. Select the “Embed a map” tab.
  • Choose the size you want (small, medium, large, or custom).
  • Click “Copy HTML” to copy the generated embed code.

3. Insert the Map Embed Code into Your Website

To display the map on your site:

  1. Access Your Website’s Source Code:

    • Use your website’s content management system (CMS) or open the HTML file in a text editor.
  2. Paste the Embed Code:

    • Navigate to the location on your web page where you want the map to appear.
    • Paste the copied HTML code directly into your source code.
  3. Save and Update:

    • Save the changes to your file and update your website.

Example: Embedding the Code

html<button><svg><path></path></svg><span>Copy code</span><span></span></button>
<!-- Example of embedding Google Maps code -->
<div class="google-map">
    <iframe src="YOUR_EMBED_CODE_HERE" width="600" height="450" style="border:0;" allowfullscreen="" loading="lazy"></iframe>

Replace “YOUR_EMBED_CODE_HERE” with the actual code you copied from Google Maps.


By integrating Google Maps into your law firm’s website, you make it easier for clients to find your office, thereby improving their overall experience. This small addition can make a big difference in client satisfaction and engagement. Don’t hesitate to implement this feature on your site to enhance accessibility and convenience for your visitors.

NO 10. Adjust Business Hours for Local SEO

Optimise Your Business Hours on Google Maps

Ensuring your law firm’s business hours are correctly listed on Google Maps is crucial for improving local SEO. Google prioritises businesses that are open at the time of a user’s search, which can enhance your firm’s visibility and ranking in local search results, particularly for evening searches.


1. Find Your Business on Google Maps

To start, navigate to the Google Maps website and locate your business by entering your firm’s address in the search bar.

2. Update Business Hours on Your Google My Business Profile

Once your business is pinpointed:

  • Log in to Google My Business: Use the same account you used to list your law firm.
  • Access Your Profile: Click on your business name to open the profile.
  • Edit Business Hours: Navigate to the ‘Info’ section and update your business hours. Make sure these hours are accurate and reflect when your firm is actually open.

3. Benefits of Accurate Business Hours

Displaying your actual working hours, including any evening or weekend availability, can significantly boost your firm’s local SEO by:

  • Enhancing Visibility During Key Hours: When users search for legal services, your firm is more likely to appear if it is open at the time of the search.
  • Improving Client Trust: Accurate business hours help manage client expectations and increase trust.
  • Attracting More Clients: By being visible during extended hours, you can attract clients who need services outside standard 9-5 working hours.

4. Consider 24/7 Availability

If your law firm offers emergency services or consultations outside typical office hours, consider indicating 24/7 availability. This can help capture searches from potential clients who need immediate assistance at unconventional times.


Accurately reflecting your law firm’s working hours on Google Maps and your Google My Business profile is a straightforward yet powerful strategy to enhance your local search rankings. Ensure that your hours are up-to-date and consider extended availability to attract a broader range of clients. This small adjustment can make a notable difference in your firm’s visibility and client acquisition.

NO 11. Ensure tour NAP ; NAME ADDRESS PHONE NUMBER, is consistent

 One of the most crucial aspects of local SEO for solicitors is the accuracy of NAP data. NAP stands for business name, address, and phone number. This information is vital for your law firm’s local search visibility, as it is utilised to verify the accuracy of your firm’s local business listing.

A NAP Name Address Phone Number

Brightlocal report
Your NAP (business name, address, and phone number) is one of the primary signals Google and other search engines use to ascertain your law firm’s location and contact information. If your NAP is incorrect, Google may assume your law firm is situated elsewhere, or that your phone number is no longer in service. This can negatively impact your law firm’s search ranking and visibility.

To ensure your solicitor firm’s NAP is accurate, you should:

Ensure your NAP (business name, address, and phone number) is listed on your law firm’s website and that it matches the NAP listed on other online directories and listings sites.
Use a consistent format for your NAP (business name, address, and phone number) across all your law firm’s business listings.

NO 12. Create Local Content

An example of local content:

By crafting content tailored to your city or region, you can demonstrate to potential clients that you understand their needs. Utilising local search keywords related to your area can also enhance your law firm’s website search engine rankings and attract local clients. Here are a few points to consider when developing local SEO content for solicitors:

Ensure that your content is pertinent to your target audience. As a law firm, you might consider:

  • Writing about local industry trends
  • Creating blog posts or articles on legal topics
  • Sharing case studies that feature cases from your region
  • Sharing legal news from outside your region that is relevant to your local audience

You can also generate content promoting community events and activities or highlighting local attractions. Moreover, collaborating with local influencers can help create content that reaches a wider audience. Additionally, consider producing legal-specific videos or podcasts that showcase cases or frequently address questions unique to your location and practice area.

NO 13. Share Your Legal Expertise on Social Media Platforms

Share Legal Expertise on Social Media

The significance of social media is ever-increasing, and maintaining a dynamic online presence can enhance visibility and indirectly support local search engine optimisation (SEO) efforts.

For solicitors, the most effective social media strategy involves concentrating on platforms like Facebook and LinkedIn, which generally offer the highest return on investment (ROI). Consistently sharing content on these networks can bolster your law firm’s local SEO initiatives and keep your local community engaged.


Recommended Social Media Platforms for Solicitors in the UK

  1. LinkedIn

    • Why: LinkedIn is ideal for professional networking and sharing insightful legal content. It’s the perfect platform for building relationships with other professionals, gaining referrals, and establishing thought leadership in your area of expertise.
    • What to Post: Case studies, legal updates, professional achievements, and articles about recent changes in the law.
  2. Facebook

    • Why: Facebook offers a broad reach and the ability to engage with a diverse audience. It’s a great platform for interacting with your local community, sharing news, and providing legal tips.
    • What to Post: Community news, legal advice columns, client testimonials, and updates about your law firm’s activities.
  3. Twitter

    • Why: Twitter allows for quick updates and engagement. It’s useful for sharing real-time information or joining in on trending legal discussions.
    • What to Post: Short legal insights, live tweets from law-related events, and responses to trending legal topics.
  4. Instagram

    • Why: Instagram is particularly effective for personal branding and humanising your firm. Visual content about your firm’s culture can engage potential clients on a more personal level.
    • What to Post: Behind-the-scenes photos, team highlights, infographics, and short educational videos.

By strategically sharing content across these social media platforms, solicitors can enhance their online presence, support their local SEO, and foster stronger connections with their audience.

NO 14. Add Schema Markup to Improve Your Law Firm's Local SEO

An Example of Schema

Schema markup is a code that aids search engines in understanding and categorising the content of your website. This enhances your solicitor’s local SEO by increasing visibility in local search results. Schema.org assists search engines in comprehending your website’s content. For solicitors, its LegalService schema type includes location-specific data (such as address and operating hours), which boosts your visibility in map results and improves the accuracy of your search listing. This markup often prioritises your website in local searches, thereby improving prominence. To implement it, you will need to add the markup code to your law firm’s HTML.

One advantage of having your website appear in the local section of the search engine results page is that you can configure your profile to allow people to contact you via phone or email. Local SEO for solicitors helps you attract leads, even when people do not visit your website.

To add Schema Markup, use Google’s Structured Data Markup Helper to generate the code. Then, validate your implementation using the Structured Data Testing Tool. To further boost your local SEO, consider tools like CallRail for call tracking. This enables you to see which calls originate from specific keywords, assisting you in analysing your marketing success.

Why Is Local SEO for Solicitors Important?


Local Family Solicitor

In an age where potential clients increasingly turn to local search engines to find legal services, solicitors must ensure they are visible to those in need. Local SEO for solicitors helps build trust with prospects searching for legal services nearby and establishes credibility and authority in the eyes of local clients. With effective local search optimisation, your law firm can be among the top options listed when someone searches for a solicitor in your area.

Moreover, having a well-optimised website ensures you are more easily found in organic search results, leading to more qualified leads.

Organic Results: These are results that appear on a search engine results page without payment. Factors such as domain authority, incoming links, and the relevancy of the content to the user’s query determine these results.
Example: “Best Family Solicitor in London” might display search snippets such as Google Maps, images, articles, or the knowledge graph but won’t include advertisements.

Local Pack: Any search query with local intent will feature the Local Pack at the top of the results page. These listings come from the Google My Business directory, providing three prominent local options relevant to the user’s search.

Local Finder: It targets local clients and boosts visibility in your area with the “View More Businesses” option. Google’s algorithm identifies the most relevant local listings and displays them in the Local Pack.

Local Service Ads (LSA): LSA connects you with individuals searching for your services on Google. LSAs charge per lead generated, requiring potential clients to take action, such as contacting your office via phone, text, or email.

Paid Ads: Utilising an auction-style bidding system, paid ads allow you to compete for space on Google and attract potential clients. You are charged each time a user clicks on your ad, making it crucial to create compelling, high-quality advertisements to avoid wasting your budget.

Answer Boxes and Featured Snippets: When users enter questions into Google, the search engine looks for the closest answer in its database. These features often include the website URL, the page title, and content excerpts, prominently displayed for quick user reference.

FAQ Schema: This specific markup informs search engines that your law firm’s website has FAQ pages. Google then generates a rich snippet using the webpage’s code, enhancing visibility.

Why Should Law Firms Consider Being “Google Screened”?

Essentially, Google aims to showcase relevant, verified, and reputable businesses. Screened results allow Google to highlight the most dependable businesses based on reviews, eliminating the need for users to visit review or legal directory sites such as Legal 500 or Chambers.

Both firms that choose Google Ads and those who don’t can achieve Google Screened status. Enhancing your firm’s local SEO involves a procedure to become Google Screened, which begins by exploring Google’s information page.

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Unlock the Power of Local SEO for Solicitors with Successful Sites

As the world continues to advance digitally, having a strong online presence is more crucial than ever for solicitors. This guide demonstrates that local SEO is a great way to ensure your firm’s website ranks highly in search results for prospective clients in your area. However, local SEO can be complex and time-consuming.

That’s where Successful Sites comes in. We specialise in designing and optimising websites for solicitors, tailoring content to fit local areas. By leveraging the strategies mentioned above, we can generate leads, create successful local search marketing campaigns, and increase your ROI.

Contact us today to learn how we can elevate your firm’s online presence through expert local SEO services.


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