UK Law Firm | National & Local SEO Campaign

The brief

A UK law firm with offices across the country approached Assured Marketing after experiencing disappointing results with its previous SEO agency.

Despite investing in SEO, the firm’s visibility had stagnated across important regional markets. Its strategy focused too heavily on competitive national keywords rather than the local, service-specific searches potential clients actually use when looking for legal representation.

The client’s identity remains confidential under an NDA.

What we delivered

We developed a targeted SEO strategy designed to improve visibility across the firm’s nationwide office network and attract more relevant prospective clients.

• SEO strategy: Researched high-intent legal searches, prioritising combinations of legal services and locations over broad national keywords.
• Local SEO: Developed dedicated location and service pages targeting prospective clients searching for solicitors in specific towns and cities.
• Website optimisation: Improved page layouts, content structure and calls to action to make it easier for visitors to find relevant legal services and get in touch.
• Technical SEO: Addressed technical issues affecting search performance and improved how search engines understood the website.
• Structured data: Implemented relevant schema markup, including LocalBusiness and FAQ structured data, to clarify the firm’s services and geographical presence.

Our focus was on attracting people actively looking for legal assistance, rather than simply increasing website traffic.

The results

The campaign delivered measurable improvements:

• +71% overall search visibility
• +41% organic website traffic
• +92% organic traffic from searches containing “solicitor” or “solicitors”
• +61% search visibility for solicitor-related keywords

Traffic from solicitor-related searches grew more than twice as quickly as organic traffic overall, demonstrating a shift towards visitors with clearer commercial intent.

The outcome

The campaign helped the firm strengthen its presence across multiple UK locations and attract more relevant organic visitors.

It demonstrates how combining