Clients are asking AI which firm to instruct
Ask an assistant for a family solicitor and it names firms. Most have never seen what those answers say about them.
A client searches once and instructs one firm
Someone has been in an accident, served with divorce papers or left an estate to sort out. They search, read what the first few results say, and instruct one of them. Increasingly they ask an AI assistant to recommend a solicitor instead, and that answer is built from your website, your practice area pages, your reviews and your listings.
Legal marketing built around how clients choose
Legal work is high value and low frequency. A single instruction can be worth more than a year of marketing spend, which changes what good looks like: fewer, better enquiries from people with a real matter, rather than traffic for its own sake.
What we do for law firms
Law firm SEO, practice area pages, AI visibility and campaigns written to your regulatory obligations.
Law Firm SEO And Local Search
Practice area and location pages that answer real client searches, plus the technical and review signals local legal rankings run on.
Practice Areas One At A Time
A general legal services page competes with everybody and wins nothing. Firms win on the specific work they want more of.
AI Visibility For Legal Practices
Structured information about your practice areas and jurisdictions, so assistants can name your firm rather than guess.
Paid Ads With The Rules In Mind
Legal clicks are among the most expensive in UK search, which makes precision the whole game. We report cost per genuine enquiry.
Law Firm SEO Services
Client searches are specific and local: divorce solicitor in your town, how much probate costs, no win no fee personal injury. We build the pages that answer them and earn the citations that decide local rankings. Local search does most of the heavy lifting for a firm with one or two offices, because proximity decides who appears when someone searches from their kitchen table. Our piece on how small law firms market online sets out how the pieces fit together.
Personal Injury, Family And Private Client
Personal injury is the most competitive and most valuable corner of legal search, and our guide to generating leads for personal injury lawyers covers the approach. Family law has a long consideration period and searches that begin months before anyone instructs, which we cover in family law firm SEO. Conveyancing and probate are price-sensitive and won by firms that are clear about cost.
Working Within SRA And CAP Rules
Solicitors advertise under SRA rules and the CAP Code, which limit claims about outcomes and require clarity about who you are and what you charge. We write to those constraints from the start, so nothing we produce creates a problem that has to be unpicked later. We have already run a citation audit on UK family law firms in ChatGPT, and the pattern is consistent: the field is wide open because almost no firm has done this work.
Frequently asked questions
What law firms ask us before they start.
It works well for small firms, because legal search is overwhelmingly local and intent-heavy. A two-partner firm with strong practice area pages and steady reviews routinely outranks national brands in its own town. AI assistants behave the same way: they prefer specific, verifiable local firms.
When someone asks an assistant to recommend a solicitor, it names firms it can find clear evidence about. AI visibility work makes yours one of them: readable practice area information, consistent listings, genuine reviews, and content that answers client questions directly.
Not if it is written properly. The rules restrict misleading claims, guarantees about outcomes and unclear pricing. They do not restrict explaining what you do, publishing useful guidance or being visible where clients are looking. We work inside those limits as a matter of course.
Paid campaigns produce enquiries within days, at a cost per enquiry we report honestly. Organic legal SEO typically shows movement in two to three months and compounds from there. AI visibility can move faster, because so few firms have done the work.
Personal injury, family, conveyancing, probate and wills, employment and immigration. The approach is the same; the search behaviour behind each one is not.