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Industries
Conveyancing and family law have almost nothing in common commercially, and most firm websites are built as though they do. The published price information the SRA already requires is usually the most valuable page on the site and the least considered.
What you can expect
Practice areas treated as separate businesses
SRA transparency requirements used as a selling asset
Enquiries tracked through to matters opened
Service focus
Since the SRA's transparency rules came into force, firms have had to publish price and service information for a defined set of work: residential conveyancing, uncontested probate involving UK assets, immigration other than asylum, summary motoring offences, employment tribunal claims for unfair or wrongful dismissal, debt recovery for businesses, and licensing applications for business premises. The published information has to state what is and is not included, deal with VAT and disbursements, give indicative timescales, and identify who will do the work and their qualifications. Firms also have to display the SRA's digital badge. Most firms treat all of this as a compliance obligation, bury it behind a footer link and write it defensively. That is a mistake, because it is the one page on the site that a prospective client genuinely wants, arrives at with high intent, and uses to compare you against two other firms. A pricing page written to be read rather than written to be compliant does both jobs at once.
Underneath the firm's single brand sit practice areas that behave like unrelated businesses. Conveyancing is volume work, price-sensitive, tied to transaction volumes in the housing market, fed heavily by estate agent and broker referrals, and searched for with a quote in mind — the conversion event is a quote request and speed of response decides most of it. Family law is the opposite: low volume, high emotional load, searched late at night on a mobile phone by somebody who has not told anyone yet, and repelled by the aggressive commercial framing that works fine for conveyancing. Immigration intent is organised by route rather than by profession, so people search for the visa category or the refusal they are appealing, not for a solicitor, and the audience is frequently multilingual. Personal injury sits in a market reshaped by the whiplash reforms and the low-value claims portal, and where referral fees have been prohibited for over a decade, which makes direct search one of the few compliant acquisition routes left. A single set of pages, one tone of voice and one enquiry form cannot serve those four.
The last problem is that most firms cannot see what their marketing produced. Work arrives by phone, by referral from a professional contact, and from repeat clients — search is incremental for many firms rather than primary, which is worth being honest about before setting a budget. The enquiry that does come through the website is taken by reception, passed to a fee earner, and opened as a matter in a practice management system weeks later, by which time nothing connects it back to the campaign that produced it. So the marketing report says the site generated a number of form fills, and the partners have no way of knowing which of those became instructions, in which practice area, at what value. That gap is why firms cut the campaigns that were working and keep the ones that were not, and closing it is usually worth more than any change to the campaigns themselves.
Common challenges
01
The same navigation, the same tone and the same call to action for someone comparing quotes on a house purchase and someone deciding whether to leave a marriage. Commercial urgency reads as insensitivity on one side; a soft, cautious tone loses the quote request on the other.
02
The transparency information sits on a page nobody links to, full of caveats and ranges wide enough to be meaningless. It is required, it is being read by people about to instruct someone, and it is being used to lose them to the firm that wrote it clearly.
03
Form fills and calls are counted; instructions are not. Without the link between the two, the firm cannot tell which practice area the marketing is actually feeding or what a client in each one costs to acquire, so budget decisions are made on volume rather than value.
Service breakdown
Separate landing pages, separate messaging, separate campaigns and separate targets for work that has nothing in common. Conveyancing gets a fast quote path and a response-time commitment. Family gets a private, unhurried route with clear first-step information. Immigration gets pages organised by route and refusal type. The firm's brand holds it together; the funnels do not have to match.
Rewriting the required price and service publication so it reads as an explanation rather than a disclaimer — what is included, what triggers extra cost, what the disbursements actually are, how long each stage takes, and who does the work. Done properly it converts, and it satisfies the same obligation.
The searches that precede instructing a solicitor are procedural, not commercial: what happens after exchange, how long probate takes, whether a visa refusal can be appealed, what a financial order covers. Firms hold all of that knowledge and publish almost none of it.
Google Business Profile, review generation and local pages for the offices you actually have. Reviews in legal services carry unusual weight because the purchase is high-stakes and infrequent, and most firms collect them passively or not at all.
Call tracking, form source capture and a workable handover into your practice management system, so the reporting can say what an instruction cost in each practice area rather than what a form fill cost overall.
Legal clicks are expensive and vary enormously by area. Paid search suits conveyancing quotes, defined immigration routes and urgent matters; it is a poor fit for work that arrives through referral networks. We would rather run it in two practice areas properly than across all of them thinly.
We will review your site, your search visibility and your competitors, then send back the specific fixes worth doing first.
Why us
Some firms are fed almost entirely by referrals and repeat clients, and the honest answer is to fix the website's credibility and stop there. We would rather scope a smaller piece of work than sell a campaign into a market that does not have the search volume to support it.
The rules on publicity, on unsolicited approaches to members of the public, and on price transparency shape what a campaign can do. We build within them and expect your COLP or compliance lead to have the final word on copy.
An aggregate cost per enquiry across a firm doing conveyancing, family and probate is a number with no meaning. Splitting it is the point.
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FAQ
You do not have a choice on the areas the SRA transparency rules cover, so the real question is whether you publish well or badly. Firms that give a clear fixed fee or a tight range, itemise disbursements, explain what pushes a matter above the base price and name the people doing the work tend to convert better than firms that publish a range so wide it communicates nothing. The client comparing three firms is going to find a price somewhere; the firm that explains theirs is the one that gets the call.
Conveyancing, because the intent is a quote and the volume exists; immigration, because searches map cleanly onto specific routes and refusals; and urgent or time-limited matters where somebody needs a solicitor this week. It works less well for commercial work that comes through professional networks, for niche specialisms where the national volume is a few hundred searches a month, and for personal injury unless you have the scale to compete with claims firms buying the same clicks. The test is whether people search for the problem in enough volume to justify the click price in that area.
Assume the person reading is on a phone, alone, and has not told their family yet. That means no urgency devices, no discount framing, no stock photography of gavels, and a page that answers the first practical question — what actually happens if I start this — before it asks for anything. Give a route to contact that is not a phone call, because a lot of people cannot make one from where they are. Since divorce moved to a no-fault process the procedure itself is more predictable, so clear explanations of the stages, the timescales and what a financial settlement involves do more work than any persuasive copy.
Advertising itself is permitted and regulated like any other advertising, but the SRA Code prohibits making unsolicited approaches to members of the public, which rules out cold outreach as a tactic. In personal injury specifically, referral fees have been prohibited since the LASPO reforms, so buying leads in that area needs care about what is actually being paid for. And anything you publish about outcomes needs to be capable of substantiation, which for most firms means describing capability and process rather than results. If you are unsure whether a particular campaign is compliant, that is a question for your compliance officer, and we will raise it rather than leave it.
Free consultation
Tell us what you want to grow and we will review the best next steps for your website, search visibility, and enquiries.