SEO for UK law firms
We get you ranking higher on Google.
Search is still where serious clients start when they need legal help, and the top three results take most of the clicks. We make sure your practice-area and location pages are the ones they find, and that the visit becomes an enquiry.
See where your organic search is leaking enquiries
Generate your Client Acquisition Map- Free map
- 90 seconds to start
- Reviewed by a senior strategist
Is SEO right for your firm?
This service is built for
- Law firms in competitive practice areas that want to grow specific departments
- Partners who are tired of paying for activity and want measurable case enquiries
- Firms with at least one established office and the capacity to take on new matters
Probably not the right first step
- Firms just starting out, with no clear positioning yet
- Firms without an intake process to handle new enquiries
- Firms outside the legal sector
Most firms already do SEO in some way: a few blog posts, a generic agency, or a package bundled with web hosting. The result is usually the same. Lots of activity, very few qualified enquiries.
Our SEO programme is built around one goal: make sure the right clients find your firm when they search for the exact problems you solve, in the locations you serve, and turn that visibility into signed matters, not vanity rankings. Four things make that worth doing now. Search is still where serious clients start when they need legal help. The top three results take most of the clicks and enquiries. Generic, all-industry SEO agencies struggle in competitive legal niches. And strong organic visibility lowers your cost per enquiry across every other channel, because a click you earn is a click you no longer have to buy.
A word on what SEO is not. It is not a monthly blog quota, and it is not a ranking report. Rankings are a means. The measure is enquiries and signed matters, read from your own data, and that is how the programme is judged from the first month.
If you are just starting out, with no clear positioning or intake process, basic website and brand work may be a better first step. If you are established and want search to become a dependable engine of new instructions, this is for you. Either way, the map comes first. It is free, it takes about 25 minutes, and it shows where your organic search is leaking enquiries before you commit to anything.
What happens after the map is your call. Every firm that receives one is offered a free walkthrough call of 20 to 30 minutes, whether or not you buy anything. If you want the work written out for your own team, the 90-day plan is £495 + VAT, one-off: the full fix list, new titles, descriptions and headings for every scoped page ready to upload as a CSV, the pages to make the answer for searches already within striking distance, every internal link with its anchor text, the technical clean-up in order, a full re-run of the map at day 90, and a 14-day satisfaction refund. If you would rather we did the work, that is the 90-day pilot, quoted on the call and never on a checkout page. The programme on this page is what follows, on one of three published packages.
How our SEO programme works
SEO and opportunity audit
We review your current rankings, content, technical setup and competitors, then identify the quickest wins and the highest-value opportunities for your practice areas and locations.
The map does the first pass, free. It reads 90 days of your own Search Console data and crawls up to 1,000 pages, maps every viable search to one best page, and shows how much of your demand sits past page one, where your own pages compete with each other, and which searches are within striking distance of page one, cut by practice area. You can watch its fourteen stages run, and a senior strategist signs it off before you see it. The audit starts from that picture rather than from a keyword list, so the first month goes on the opportunities your own data says are real.
Connecting takes about 90 seconds, through a verified Google app with read-only access to Search Console, plus Google Ads and Analytics if you want them. Access is revoked as soon as your data is read, and prospect data is deleted after 90 days. If you would rather not connect anything yet, the map has a public-data door and starts from your domain alone. Either way the sign-off usually comes the same day.
Practice-area and location page optimisation
We rebuild or refine your key pages so they clearly match how clients search, answer their questions and demonstrate your expertise, while staying compliant with legal advertising rules.
Searches already within striking distance of page one come first: the page exists and already earns impressions, so the job is to make it the clear answer rather than to start from nothing. Every commercial page is scored on its ability to turn a visit into an enquiry: contact routes, calls to action, trust evidence, pricing and speed. We work worst first. New titles, descriptions and headings are written for every page in scope, every internal link is specified with its anchor text, and where two of your pages compete for the same search, one is made the clear answer so Google has a single page to rank. Location pages get the same treatment for each office, so a search that names a town lands on the page for that office rather than on the homepage.
Technical SEO and site health
We fix the underlying technical issues that quietly hold firms back: crawlability, indexing, site speed, internal linking, schema and the other signals that help search engines understand and trust your site.
The map runs more than 600 automated checks across the crawl and keeps the findings that matter: thin and duplicate pages, pages reachable at more than one address, commercial pages nothing links to, and solicitor bios without the structured data that lets Google connect their authority to the pages they write for. We fix them in order, most costly first, and we do it with your developer or CMS team rather than around them.
Authority building and content plan
We strengthen your authority with a focused content and digital PR plan, earning the right kind of links and mentions and publishing content that supports your core services instead of scattergun blogging.
Authority in legal search is partly about people. The map shows who clients already search for by name at your firm, and which of your pages give them no route to that expert, so the content plan puts your named solicitors in front of the searches they are already known for. Off-site, it checks which recognised legal directories link to you and which are missing. Every piece we publish is planned to support a service page, and it is written inside the SRA Transparency Rules from the first draft.
Ongoing monitoring and improvement
We track rankings, traffic, enquiries and signed matters, then adjust the strategy based on what is actually generating profitable work for your firm, not just traffic for reports.
Monthly reporting leaves you wondering what is happening for three weeks in four, so the update is weekly and written for the partners' meeting: what we did, why, what it produced, in enquiries and matters rather than sessions, and what comes next. Rankings and clicks are read from your own Search Console and Analytics, the same read-only sources the map used, so there is no tool's estimate between you and the number. If a practice area is not moving, we say so and change the plan.
Outcomes you can expect
Our goal is simple: more qualified matters from organic search, measured on your own numbers.
Higher rankings and more visibility for your most valuable practice areas and locations
Every search we target is tracked against the page that should win it, so a move up the results is reported by practice area and location, and you can see which department the gain belongs to.
More qualified enquiries from clients who are actively searching for your specific services
The searches we go after are the ones that become instructions, not the head terms that flatter a report. Each is mapped to one best page, and that page is scored on whether it can turn the visit into an enquiry before it is asked to rank.
A stronger presence in “best [practice] solicitor in [location]” searches
These are the searches a client runs when they are ready to choose. Practice-area and location pages are built to answer them directly, with the named solicitor, the proof and the route to contact on the page, inside the SRA Transparency Rules.
A compounding asset of optimised pages that keep producing leads over time
Paid search stops the moment the budget does. A page that ranks keeps taking enquiries month after month at no cost per click, and every fix, link and article adds to it. That is why the programme is measured on signed matters, not on traffic for reports.
Results, from the firm's own numbers
Before we engaged Crescat we were getting roughly two or three enquiries a month through organic search. Now we're at well over a hundred.
We took our website and those things that we have done to a salaried partner and equity partner meeting, and every person in the room was delighted with what you (Crescat) had done. So much that the LLP have decided to alter their marketing strategy as a result
Karen Cathcart Director / Partner, Devonshires Claims
- 2.5 → 100+organic leads a month
Written inside the SRA Transparency Rules from the first draft.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions firms ask about SEO
How long until we see results?
It depends on where your firm starts, which is why the map comes first. It shows what is reachable in 90 days, by practice area, from your own search data, and the 90-day plan is written to that horizon.
Do we have to connect Search Console?
No. The map has a public-data door, so you can start from your domain alone. Connecting Search Console, read-only, gives it 90 days of your own search demand, and access is revoked as soon as your data is read.
What does the map show for organic search?
How much demand sits past page one, where your own pages compete with each other, and what is reachable in 90 days, cut by practice area. A senior strategist reviews it before you see it.
Will you work with our existing developer?
Yes. The 90-day plan lists every change in order, with new titles and descriptions ready to upload as a CSV, so your developer can implement it as it stands. If you would rather we did the work, that is the 90-day pilot.
We already have an agency. Is this still useful?
Yes, and it is the most common case. The map measures what is happening on your site and in your search results, not who did the work. Most marketing leads use it to check that what they are being told matches what their own data says.
