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Local SEO for solicitors: how to get more enquiries

For a house move, a family matter or a dispute, many people now find their solicitor on Google and read the reviews first. Here's how to win more of those enquiries.

By Ben Criddle · Founder, Fixr SystemsReviewed 7 min read

Short answer

To win more enquiries from Google, set your primary category to “Solicitor”(or “Law firm”), add your practice areas as secondary categories (conveyancing, family, wills, personal injury), keep your details accurate, and gather genuine client reviews. Legal matters are stressful — the clear, reassuring, well-reviewed firm gets the call.

Instructing a solicitor is a considered, often anxious decision, and more of it now begins with a local Google search — “conveyancing solicitor near me”, “family solicitor”, “will writing”. Your Google Business Profile is where a worried client decides whether you're the right, trustworthy firm.

Categories and practice areas

  • Primary: “Solicitor” or “Law firm”.
  • Secondary (as they apply):“Conveyancer”, “Family law attorney”, “Personal injury attorney”, “Estate planning attorney”, “Divorce lawyer”.
  • Spell out your practice areas in your description so you match specific searches and reassure people you handle their exact issue.

Reviews reassure at a hard moment

People choosing a solicitor want to feel understood and in safe hands. Ask satisfied clients for a review at the end of a matter, and reply professionally without ever referencing case details. See how to get more Google reviews.

Confidentiality in replies

When replying to reviews, never confirm the nature of someone's matter or share any detail. Keep replies warm, general and professional — it protects confidentiality and looks far better to everyone reading.

Check your firm's profile free

A free MyBizRanked audit shows how your firm looks to prospective clients — practice-area clarity, reviews, completeness — and the fixes that win more enquiries.

Frequently asked questions

Use 'Solicitor' or 'Law firm' as your primary category, then add your practice areas as secondary categories — for example 'Conveyancer', 'Family law attorney', 'Personal injury attorney' or 'Estate planning attorney' — so you match the specific legal help people search for.

See how your business really looks — free

Run a free MyBizRanked audit and get your Google Business Profile score, the top problems, and whether AI assistants recommend you. No account, no card.

Run my free audit

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