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What one guide earned on this site in five weeks: page one for a long question, and what it says about law firm websites
This site is 38 days old. In the thirty days to 3 October it collected 882 impressions and one click, and the click came from the guide on how law firms get clients from Google, which reached an average position of 8.2 on 18 impressions while the home page sat at 32.3 on 408. This page is about why the guide and not the home page, with the real figures, because the same thing happens on every site we run and it is the opposite of what most firms are told to publish.
By Daniel Stoychev, Webso Digital · 6 October 2026
8.2
position of the guide, 4 Sep to 3 Oct
1
click, the site\u2019s only one, from that guide
32.3
the home page\u2019s position on 408 impressions
26 of 29
pages indexed on 6 October
The figures
One guide, the home page, and the sub-niche pages
| Page | Impressions | Clicks | Position | What it was written for |
|---|---|---|---|---|
| /guides/how-law-firms-get-clients-from-google | 18 | 1 | 8.2 | One long question a partner types at nine at night |
| / | 408 | 0 | 32.3 | The head term, website design for solicitors, which is page four on a 38-day-old domain |
| /about | 20 | 0 | 10.1 | The firm\u2019s own name and the people behind the site |
| /aeo-for-solicitors | 14 | 0 | 58.1 | A service page, found far down for the long AI-search questions |
| The five practice-area pages | A few dozen between them | 0 | 40 to 100 | Conveyancing, family, employment, personal injury, wills and probate: settling |
Why that page
It answered a question a real person types, in its first paragraph
\u201cHow do law firms get clients from Google\u201d is what a managing partner types after a quiet quarter. It has a specific, honest answer involving the practice-area pages, the Google Business Profile, the reviews and the transparency pages, and almost nobody had written it without a sales pitch. The guide opens with the answer in its first paragraph, which is what Google and the AI assistants lift, and it is about one thing. The home page is about everything, which is why it is on page four for the head term and will be for months.
The lesson is the one most firms are given backwards. They are told to publish news about the firm; the page that earns answers the client\u2019s question, or the partner\u2019s, in its first sentence.
What it means for a law firm
Pick the question, not the keyword
A conveyancing team has a dozen of these questions in its inbox: what searches and enquiries cost, how long exchange takes, what a gifted deposit needs, whether a survey is worth it. Each is a search, each has a plain answer a solicitor can give, and a page per question reaches page one faster than any amount of work on the home page, because the competition for the question is thin and the competition for \u201cconveyancing solicitors\u201d is not.
The measurement is the same as ours: impressions for the question, then clicks, then the enquiries that mention it. On this site the guide\u2019s one click was a partner who read the whole page, and that is the audience a guide is for.
Your firm, the same way
The free audit runs these measurements before we quote
Search Console, the coverage sweep and a page-by-page crawl are free to repeat on any firm's site. We run them before quoting, and you get the numbers whether or not you instruct us.
How to read this page
- Every figure is from this site\u2019s Search Console for 4 September to 3 October 2026 and the URL inspection sweep of 6 October.
- One click is one click. The pattern is the point, not the size, and the pattern repeats on every site we run.
- No law firm client is named or implied; this is a page about a method.
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