The Biggest SEO Mistakes Solicitors Make on Their Websites
In the competitive world of legal services, ranking well on Google can mean the difference between a steady stream of new enquiries and a quiet inbox. Yet, many solicitors unknowingly hold their websites back with avoidable SEO mistakes. From thin content to missing local signals, these errors can make even the most reputable law firm invisible online.
Below, we break down the most common SEO mistakes we see on solicitor websites and how to fix them.
1. Ignoring Local Search Optimisation
Local visibility is everything for solicitors. Most clients search for legal help close to home, using phrases like “divorce solicitor near me” or “conveyancing solicitor in Leeds.”
Yet many law firms fail to optimise for local SEO. Common issues include:
No Google Business Profile or one with incomplete information
Inconsistent NAP (Name, Address, Phone) details across directories
Missing location pages for different offices or service areas
How to fix it:
Create a Google Business Profile for each location, build out dedicated pages for towns or regions you serve, and ensure all business listings match exactly. This helps Google connect your firm to local intent searches.
2. Thin or Duplicate Service Content
Many solicitor websites have multiple service pages with nearly identical text — for example, “Family Law in Leeds” and “Family Law in Bradford” using the same copy. Google flags this as duplicate content, reducing your ability to rank.
Equally, some firms only include a few short paragraphs per service, which lacks authority and search value.
How to fix it:
Write unique, in-depth content for each service area. Include FAQs, case examples, and details about your specific legal expertise. Aim for 800–1,000 words per key service page where possible.
3. Poor Technical SEO Structure
From broken internal links to missing meta data, technical SEO issues can silently erode rankings. We often see solicitor websites with:
No H1 headings or multiple H1s on one page
Missing meta titles and descriptions
Slow loading times and unoptimised images
Poor mobile responsiveness
How to fix it:
Audit your site regularly using tools like Screaming Frog or Ahrefs. Make sure every page has a unique H1, optimised metadata, and clean internal links between related services. A fast, mobile-friendly site is non-negotiable for ranking well in 2025.
4. Neglecting E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Legal websites are classified by Google as “Your Money or Your Life (YMYL)” sites — meaning accuracy and authority are essential. Google expects to see credentials, expertise, and trust signals throughout your content.
Many solicitor websites miss this completely, publishing generic text with no mention of solicitor qualifications, case experience, or accreditations.
How to fix it:
Add solicitor bios, accreditations (SRA, The Law Society), testimonials, and case studies. Include author bylines on blogs and demonstrate real-world expertise to strengthen E-E-A-T signals.
5. No Content Strategy or Blog
Some law firms treat SEO as a one-time project rather than an ongoing process. Without regular blog content, your site won’t build topical authority or capture long-tail searches such as “How long does probate take?” or “What are the steps in conveyancing?”
How to fix it:
Build a consistent content calendar focused on FAQs, case insights, and updates in UK law. Each article should internally link to relevant service pages to pass authority and keep readers engaged.
Final Thoughts
SEO for solicitors isn’t about tricking Google — it’s about clearly demonstrating your expertise, location, and trustworthiness. Avoiding these common mistakes will dramatically improve your visibility and ensure potential clients find your firm when they need it most.
If your law firm’s website is struggling to rank or attract qualified leads, partnering with a specialist SEO agency for solicitors can make all the difference. At Vertex Media, we help legal professionals build authority, generate leads, and grow sustainably through smart, data-driven SEO strategies. Read an example recent case study, here.
