Law firm SEO services, London
Londoners search for a solicitor by area, by court and often in their first language. We build office profiles, practice pages for the courts and tribunals your clients attend, and language pages for the calls your fee earners can take, inside SRA and CAP Code rules. Every month is reported in enquiries, consultations and new instructions from organic.
$3,500 a month, ex VAT
Customer success journey
Pick where your firm stands in London search today, change the numbers to your own, and walk the path month by month. Fees are entered in US dollars so the model matches our pricing; at 1.33, GBP 1,000 is about $1,330.
Multi-office high street firm, hidden outside its postcodes. Conveyancing, wills and family matters come from walk-ins and referrals in Croydon, Ilford or Wembley. The firm ranks for its name only and its offices share one thin profile. Visits and fee are sample numbers (fee about GBP 2,500). Visit to enquiry is a 3.5% assumption, about half the Ruler Analytics legal organic rate. Enquiry to instruction is a 15% assumption.
Family and private client firm with guide traffic. Readers find your divorce and financial remedy guides from across England and Wales, then instruct someone nearer. Visits and fee are sample numbers (fee about GBP 5,000). Visit to enquiry is a 2.5% assumption for guide-heavy traffic. Enquiry to instruction is a 20% assumption.
Immigration practice, phone-led and multilingual. Callers phone in Bengali, Punjabi or Polish after a refusal letter or before a visa deadline. Fixed fees are published under the Transparency Rules. Visits and fee are sample numbers (fee about GBP 3,000). Visit to enquiry uses 7.3%, the Ruler Analytics legal organic search rate (26 May 2026). Enquiry to instruction is an 18% assumption.
Personal injury firm after the whiplash reforms. Since 31 May 2021, road traffic injury claims under GBP 5,000 go through the Official Injury Claim portal, where claimants can proceed without a solicitor, so the firm now needs employer liability, serious injury and clinical negligence enquiries. Visits and fee are sample numbers (fee about GBP 4,000). Visit to enquiry is a 5% assumption. Enquiry to instruction is a 10% assumption, because many injury calls are not claims the firm can take.
Analytics, call tracking and Business Profiles sit in the firm's own accounts from day one.
The test-call report and a fix list your team can run.
A listings sheet with every login and office detail.
Area and court page templates.
Translated pages reviewed by a fluent member of the firm.
A review process and an answer library.
Press contacts and data sets in the firm's folder.
Booking rules set up in the firm's own tools.
A channel report a managing partner reads in five minutes.
An expansion checklist for each new office.
The prompt list and monthly results.
The tuned enquiry script.
Every page, profile and report. Leaving us costs you nothing you built.
Expected and conservative use the ramps in the assumptions panel. Month 0 is your input with no change.
Non-branded, from your analytics
From organic visits a month
From enquiries by phone and form, month 0 to the month shown
Three columns, one per stage. As you move the month scrubber, each column fills with the enquiries, booked consultations and new instructions the planning model gives for that month, expected and conservative side by side. The gap between the first and last column is where most firms lose matters: calls nobody answers and consultations nobody books.
52.5Conservative 52.5
20.3Conservative 20.3
7.9Conservative 7.9
Each filled dot stands for 5, expected case, in every column.
The first column is enquiries by phone and form and the last is new instructions, both from the model. The stages between are spaced evenly between those two numbers, which is an assumption, not a benchmark.
This is a planning model built from your inputs and public benchmarks, most of them from agency and vendor sources. It is not a forecast, a promise or a guarantee of rankings, enquiries, consultations, instructions or fees. Past results of any firm, including the in-house results on this page, do not guarantee a similar outcome.
| Month | Organic visits a month, cons. | Organic visits a month, exp. | Enquiries by phone and form, cons. | Enquiries by phone and form, exp. | New instructions, cons. | New instructions, exp. | Fee value of new instructions, cons. | Fee value of new instructions, exp. | Cumulative, cons. | Cumulative, exp. |
|---|---|---|---|---|---|---|---|---|---|---|
| 0 | 1,500 | 1,500 | 52.5 | 52.5 | 7.9 | 7.9 | $26K | $26K | $26K | $26K |
| 1 | 1,500 | 1,500 | 52.5 | 52.5 | 7.9 | 7.9 | $26K | $26K | $52K | $52K |
| 2 | 1,500 | 1,530 | 53.6 | 55.7 | 7.9 | 7.9 | $26K | $26K | $78K | $78K |
| 3 | 1,530 | 1,575 | 55.7 | 59.5 | 8 | 8.4 | $27K | $28K | $104K | $106K |
| 4 | 1,560 | 1,650 | 57.9 | 64.7 | 8.4 | 8.9 | $28K | $29K | $132K | $135K |
| 5 | 1,605 | 1,755 | 60.7 | 71.3 | 8.7 | 9.7 | $29K | $32K | $161K | $167K |
| 6 | 1,665 | 1,875 | 64.1 | 78.8 | 9.1 | 10.7 | $30K | $35K | $191K | $202K |
| 7 | 1,725 | 2,010 | 67.6 | 87.2 | 9.6 | 11.8 | $32K | $39K | $222K | $241K |
| 8 | 1,800 | 2,160 | 71.8 | 96.8 | 10.1 | 13.1 | $33K | $43K | $256K | $284K |
| 9 | 1,875 | 2,325 | 75.5 | 107 | 10.8 | 14.5 | $36K | $48K | $291K | $332K |
| 10 | 1,950 | 2,490 | 79.2 | 117 | 11.3 | 16 | $37K | $53K | $329K | $385K |
| 11 | 2,025 | 2,670 | 83.6 | 127 | 11.9 | 17.5 | $39K | $58K | $368K | $443K |
| 12 | 2,100 | 2,850 | 86.7 | 136 | 12.5 | 19.1 | $41K | $63K | $409K | $506K |
For each month m from 0 to 12: Organic visits a month(m) = V0 x VisitRamp(m). Enquiries by phone and form(m) = Organic visits a month(m) x C0 x ConversionRamp(m). New instructions(m) = Enquiries by phone and form(m minus L) x P. Fee value of new instructions(m) = New instructions(m) x Average fee per instruction (USD). Cumulative fee value of new instructions = sum of fee value of new instructions from month 0 to m. Before month L, new instructions come from the month 0 level of enquiries by phone and form.
Each ramp is a multiplier on month 0, one per month. Month 0 is 1.00. Every multiplier is an assumption and is editable below.
| Multiplier | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 | M12 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Visit ramp, expected | |||||||||||||
| Visit ramp, conservative | |||||||||||||
| Conversion ramp, expected | |||||||||||||
| Conversion ramp, conservative |
This is a planning model built from your inputs and public benchmarks, most of them from agency and vendor sources. It is not a forecast, a promise or a guarantee of rankings, enquiries, consultations, instructions or fees. Past results of any firm, including the in-house results on this page, do not guarantee a similar outcome.
| In your model | Today (month 0) | Month 12, conservative | Month 12, expected |
|---|---|---|---|
| Organic visits a month per month | 1,500 | 2,100 | 2,850 |
| Enquiries by phone and form per month | 52.5 | 86.7 | 136 |
| New instructions per month | 7.9 | 12.5 | 19.1 |
| Fee value of new instructions per month | $26K | $41K | $63K |
| Cumulative fee value of new instructions, months 0 to 12 | $338K if month 0 holds | $409K | $506K |
| Area | Today | Month 12 |
|---|---|---|
| Attribution | Nobody can say which enquiries came from search | Every enquiry carries its page, office and language line |
| Phones | Out-of-hours and lunchtime calls go to voicemail | Missed calls measured per office, with callback rules |
| Map pack | One profile for several offices | One complete profile per staffed office |
| Regulatory pages | Price pages and SRA badge hard to find | Transparency Rules pages, complaints and badge prominent and linked |
| Pages | Practice pages written for England and Wales | Pages per London area, court and language the firm serves |
| Channel cost | Paid and organic judged on calls | Cost per instruction by channel and practice |
| Ownership | Logins spread across past suppliers | Every account, page and report in the firm's name |
Playbook
Each card is a page type and the kind of search it answers, with your names in the brackets.
A caller in Ilford looks for a solicitor near Ilford. Each staffed office gets its own complete Google Business Profile, and its details match the Law Society's Find a Solicitor and every directory. Shared or virtual offices are left out unless the firm's own staff work there in business hours, as Google's guidelines require.
The SRA requires published prices for immigration applications and First-tier Tribunal immigration appeals (not asylum), residential conveyancing, uncontested probate, unfair and wrongful dismissal claims at the Employment Tribunal and summary-only motoring offences at the Magistrates Court. Clear price pages meet the rule and answer the most common question before a call.
Clients search for where they have to go: the Central Family Court, Taylor House or a named Crown Court. Plain guides, approved by your solicitors, answer that search and lead to an enquiry.
Many Londoners search and call in Bengali, Punjabi, Polish, Tamil, Somali, Turkish or Portuguese. We build a language page only where someone at the firm takes the call in that language, so the page never offers a service the phone cannot give.
Personal injury searches often include no win no fee. Under the CAP Code's misleading advertising section and paragraph 8.8 of the SRA Code, which requires publicity to be accurate and not misleading, the page must say plainly what the client may pay, such as a success fee or insurance premium. We write it that way from the start.
Reviews on Google and ReviewSolicitors move map pack calls. Requests go out after a matter closes with no incentive, and replies keep client confidentiality.
Proof
43x
The founder ran SEO and paid search in-house at Brain Station 23, a software development and IT services company. The method was tracking first, then the pages closest to an enquiry, then links and conversion work. It took inbound pipeline to 43x in eight months. That was SEO and paid search together for an IT company, not a law firm, so read it as proof of method, not as a legal result.
Source: Brain Station 23 internal data, founder's in-house role; published as a multiple only
S & F Consulting, a company formation, licensing and accounting consultancy and a CMBD client
Real keywords for S & F Consulting, each with its Google position and the country searched from. S & F Consulting is not a law firm; CMBD has no law firm case study yet. Positions only.
Ranked in
Source: Ahrefs organic keywords export for sfconsultingbd.com, 16 Oct 2026. Positions are Ahrefs positions on that date, shown as keyword, position and country only.
Illustration of the goal
Illustration: a Google search for your keyword, with Your brand in the first result, above Competitor 1, Competitor 2 and Competitor 3.
Illustration of the goal, not a promise and not a client result. Competitor 1 to 3 and positions 2 to 4 are placeholders and appear only in this drawing. CMBD has no law firm case study yet.
Pricing
$3,500a month (about GBP 2,630), ex VAT
Firms with 10+ fee earners or 2+ offices, in one or two practice areas
From $4,700a month, by proposal
Firms with several practice areas or offices across London and the home counties
Fit
FAQ
We draft to the SRA Code of Conduct and the CAP Code: publicity that is accurate and not misleading, no claim that cannot be backed up, plain statements of what a client may pay, and confidentiality kept in review replies. A named solicitor approves each page. Words like specialist or accredited are used only where the solicitor holds the matching accreditation, such as a Law Society scheme.
They are required for certain services, including immigration applications and First-tier Tribunal immigration appeals other than asylum, residential conveyancing, uncontested probate, unfair and wrongful dismissal claims at the Employment Tribunal and summary-only motoring offences. They also answer the question most callers ask first, so we treat them as practice pages, not small print.
Map pack results follow where a real, staffed office is. We work on the areas where you have one and use practice, court and language pages to reach callers elsewhere, without inventing addresses.
CMBD prices every market in US dollars. At GBP 1 = $1.33 the standard tier is about GBP 2,630 a month, ex VAT, and we re-quote if the rate moves more than 5%.
Months 0 to 3 are tracking, office profiles, regulatory pages and page architecture. Area, court and language queries usually move first. The model on this page shows expected and conservative paths from your numbers; it is a planning model, not a promise.
No. Our first law firm client will be a pilot with interim metrics published at day 90, with the firm's consent, and UK pages wait for the full case study from it. The proof here is the founder's in-house method at an IT services company, shown as a multiple, and ranked keywords for S & F Consulting, a company formation, licensing and accounting consultancy and a CMBD client, not a law firm.
We cite these as directional, and say so where a figure is secondary.
In a 30-minute call we look at your office profiles, your price and practice pages and how many enquiries from search reach a consultation. You leave with a baseline, whether or not you instruct us.