An employment law firm wanted to be the first name people found when they searched for employment solicitors in the towns it serves. We ran a focused SEO campaign built around local search and the firm’s core areas of employment law. Within a single year the site moved up 271 positions across its target keywords, reached number one in three key towns and generated 193 new leads.
The brief
Employment law is a sector where the client often needs help quickly and searches with a specific problem in mind: unfair dismissal, redundancy, a settlement agreement, discrimination at work. The firm had the expertise but was not visible for those searches in the towns where its clients live and work.
The brief was clear: top the local results for employment law in the firm’s key towns, and turn that visibility into enquiries from people who need an employment solicitor now.
What we did
We researched the searches people make when they have an employment problem, both the legal terms and the plain-language phrases, and mapped them against the towns the firm wanted to win. That gave us a plan of service pages for each area of employment law and location pages for each target town, linked together so every combination of problem and place had a relevant page.
Each page was written to be genuinely useful to someone in a difficult situation at work, explaining their position and options clearly before inviting them to get in touch, rather than simply listing services. Page titles, headings, metadata and internal linking were set up to make the local focus clear to Google.
To build local authority we worked on the firm’s Google Business Profile, local citations and links from relevant sources, and we addressed technical SEO and page speed so the site performed well on mobile. Enquiry tracking was put in place so leads could be attributed to the campaign and the pages that produced them.
Why it works
Local legal searches are won by relevance and trust. A page that speaks to a specific employment problem in a specific town, on a site that Google recognises as an established local firm, ranks ahead of generic competitors and converts better when it does.
Writing for the person rather than the search engine does both jobs. It earns rankings because it answers the question well, and it earns enquiries because someone in a stressful situation feels understood.
The result
In a single year the site rose 271 positions across its target keywords, reached number one in three key towns and generated 193 new leads for the firm.
Frequently asked questions
What does SEO for a law firm involve?
Usually service pages for each practice area, location pages for the towns you serve, content written for people with a legal problem, local authority work such as your Google Business Profile and citations, and technical improvements to the site.
Do you work with other solicitors and legal practices?
Yes. We provide SEO, Google Ads and website design for law firms across the UK, from our Birmingham and London bases.
How long does it take to rank in local search?
Movement often starts within the first few months, with stronger positions building over the year as content and authority grow. We report monthly so you can see progress.
Can you target several towns at once?
Yes. Each town needs its own well-written page, so we prioritise the areas that matter most to you and expand from there.
Is there a long contract?
No. We work on rolling monthly terms with no long contracts, and we offer a free audit so you can see where you stand before committing.