Worked example
Worked example: a personal injury firm, 12,100 no-win-no-fee searches, and the page that says what the phrase actually means
A worked example, labelled as one: no personal injury client is published here yet. The firm is a composite of the PI pages we audited for the personal injury page on this site; the plan is what we would do; the legal framework referred to is described in general terms, linked from the guide on this site, and nothing here is legal advice.
The starting point: a firm that does good PI work and whose page says \u201cno win no fee\u201d in the heading like every claims company, with nothing about the success fee, the deductions or what happens to a small claim, and a Search Console that shows the firm losing the phrase to national brands with television budgets.
By Daniel Stoychev, Webso Digital · 6 October 2026
12,100
searches a month for no win no fee solicitors, Planner
4,400
for personal injury claim
25%
the usual cap on a success fee as a share of damages, in general terms
1
page that explains it
What changes
The phrase is explained, the deductions are stated, and the small claims route is named
| Before | After | Why |
|---|---|---|
| \u201cNo win no fee\u201d in the heading, nothing else | The same phrase, then what it means in three sentences: no fee if the claim fails, a success fee if it succeeds, taken from the damages and capped | The searcher has seen the phrase a hundred times and trusts the page that explains it |
| Nothing about deductions | The success fee as a percentage, the usual cap in general terms, the insurance premium if one applies, worked through on an illustrative figure | The client who finds out at the end leaves the review that undoes the page |
| Nothing about small claims | That lower-value road traffic injury claims go through a separate portal where legal costs are not recoverable in the usual way, what that means for representation, and what the firm offers for those | Since 2021 a large share of the searches are claims the firm cannot take on the old terms, and the page that says so saves both sides a call |
| A form asking for a message | What happened, when, where, whether it was reported, and whether anyone was injured in a vehicle | That is a first assessment done before the call |
| Stock photographs of a courtroom | The solicitors by name with their accreditations and a sentence on the kinds of claim each handles | A client is choosing a person to tell a painful story to |
What we would expect, labelled as expectation
The explained phrase wins the long searches and the honest form sorts the rest
The firm will not outrank the national brands for the bare phrase, and the page should not try. What it wins is the explained version, \u201cwhat does no win no fee actually mean\u201d, \u201cno win no fee deductions\u201d, and the town version, within weeks on an established domain, and the explanation is the passage the AI assistants quote when someone asks. The honest form sorts the small claims from the ones the firm wants before anyone rings.
The measure is enquiries that arrive with the facts filled in and the share the firm takes on, which the form makes countable from the first week.
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
- The firm is a composite; no law firm is named, described or implied.
- The framework is described in general terms and linked from the guide; figures are illustrative; nothing here is legal advice.
- The results are expectations, labelled as such; the measure is enquiries that arrive with the facts filled in.
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