In 2025, most law firms have a website. Many are active on LinkedIn. Some even run Google Ads. But few are making the most of one of the most valuable — and often misunderstood — tools in their marketing kit: search engine optimisation (SEO).
According to SEO consultant Will Writes, who specialises in helping UK solicitors grow their online presence, SEO isn’t just a digital trend — it’s a long-term business advantage.
“People don’t find legal help the way they used to,” Will explains. “They go straight to Google. If your firm isn’t showing up when it matters, you’re invisible to the very people who need you.”
Why SEO Still Matters (Even More) in 2025
The way people search for legal services has changed — but one thing remains true: Google is the first stop for most clients.
Whether someone is looking for a family solicitor in Bristol or a conveyancer in Watford, their journey usually starts with a search like:
- “divorce solicitor near me”
- “property lawyer in Manchester”
- “help with settlement agreement”
If your firm doesn’t appear in those local searches — or doesn’t look trustworthy when it does — you’re losing out to competitors who invested in SEO early.
What’s Changed in 2025?
SEO for solicitors is no longer just about stuffing keywords onto a page. In 2025, it’s about relevance, location, speed, and trust.
Here’s what Will Writes says law firms need to pay attention to now:
Local search is everything
Google continues to favour firms that serve specific areas and have properly set up Google Business Profiles. Local pages, local links, and up-to-date contact info make a huge difference.
Mobile-first is non-negotiable
Most clients are searching on their phones. Your website must load fast, work on all devices, and make it easy to call or message you.
Google rewards clarity and quality
Pages that clearly explain services — without waffle — are ranking better. This means strong service pages (e.g. “Family Law in Leeds”) written in plain English.
Real-world signals matter
Client reviews, backlinks from relevant sites, and active social profiles all help show Google that your firm is active and reliable.
“In 2025, SEO is about showing both Google and real people that you’re a local, trustworthy expert,” Will says. “It’s not about tricks — it’s about clarity.”
What Happens If You Ignore SEO?
Many firms still rely on referrals or word of mouth. That’s fine — until it isn’t.
If you’re not visible when someone searches for legal help in your area, you miss out on:
- New instructions from clients who didn’t know about you
- Opportunities to grow in competitive practice areas
- A steady stream of inbound leads that reduce marketing spend over time
“Even if you’re a great solicitor,” Will says, “you’ll lose out to firms that are easier to find.”
The Bottom Line: SEO Is a Growth Tool, Not Just a Tech Task
For law firms in 2025, SEO isn’t something to leave on the back burner. It’s one of the most efficient ways to:
- Build visibility
- Grow trust
- Reach local clients
- Win new work consistently
And it’s not just for big firms with big budgets. With the right strategy, small and mid-sized practices can compete — and win.
About Will Writes
Will Writes is a UK-based SEO consultant who works exclusively with solicitors across England and Wales. He helps law firms increase visibility, attract better clients, and turn their websites into consistent lead generators — using strategies that work for legal professionals.
