Worked example: a law firm website that gets enquiries, and what we can and cannot promise

The starting point, as we usually find it

A template site from several years ago, one page per practice area written in the same voice as every other firm's, a contact form that goes to a shared inbox, no page that states a price, and the SRA clickable logo missing or out of date. On a telephone it is slow. The searches that bring clients are specific and local: “conveyancing solicitor” plus the town, “conveyancing fees”, “probate solicitor near me”, “family law solicitor” plus the town. The template answers none of them.

What we would build

• A hand-coded site with a page for each practice area and an office page for the town, built the way the trade site that scores 98 was built. Speed is measured after launch and published, not promised before it.
• The price and service information the SRA Transparency Rules require for the listed services the firm offers: for residential conveyancing and uncontested probate, the total cost or an average or range with its basis, VAT, the likely disbursements, what the service includes, the key stages and typical timescales, and who does the work with their qualifications and experience. Plus the complaints information and the SRA digital badge. These are the pages a person searching “conveyancing fees” wants, so they are written to be read, not hidden in a PDF.
• A “who does the work” page with the real fee earners, their photographs and their experience, because that is what the rules ask for and what a client checks.
• An enquiry path that names the practice area on the form and on the telephone, so the firm can count where each instruction came from.

What the reference figures say, and what they do not

The trade site launched in July 2026 was in the map pack for its main searches by week five, and its clicks from Google were up more than 500% comparing the weeks after launch with the weeks before. The speed figures transfer to a firm directly: a page-builder site that is slow on a telephone loses the client whatever the sector, and the same build produces the same score. The map figure transfers in principle and not in scale. The search for solicitors in a town is older and better established than for a specialist trade, the firms already there have years of reviews, and a new domain takes three to six months for the competitive terms. We would expect the profile fixes to show in weeks and the climb to the top three to take longer, and we would say so in the audit.

What it would cost the firm

The fee is on the pricing page. The firm's own time is specific and cannot be delegated to us: a partner to approve the price and service information, because publishing it is the firm's regulatory duty and it must be accurate; the fee earners' biographies and photographs; the complaints procedure as the firm actually runs it; access to the domain, the Google Business Profile and Search Console. We write every page and the firm checks that every sentence is true.

What we would do differently from the trade sites

Put the price and service pages in from the first day, not as a later addition. On the trade sites the guides on what decides a price came in month two, once the data showed the demand. For a firm the pages are required, the demand is certain, and they are the pages that turn a search into an instruction. And we would keep every title inside sixty characters from the first build, which the July site did not, and which cost it eighteen rewrites a month later.

What replaces this page

The first firm's real figures from Search Console, with the period, the source and the caveat on the same line, and only with the firm's consent. Until then this is a worked example and it is labelled as one. If you would like the firm to be that first case, the free audit reads the firm's site, its profile and the firms above it in the town, and returns a plan and a fixed price.