Common SEO Mistakes Solicitors Make and How to Avoid Them

At Lillian Purge, we specialise in SEO for Solicitors and explain common SEO mistakes solicitors make and how to avoid them.

For many solicitors, SEO can feel complex and time-consuming. Yet in an increasingly digital world, search visibility is one of the biggest factors that determines how clients find and choose a law firm. Unfortunately, many solicitors unknowingly make common SEO mistakes that limit their results or even harm their rankings. Understanding these errors and knowing how to fix them can make a major difference to your firm’s online success.

Ignoring Local SEO

One of the most frequent mistakes solicitors make is neglecting local SEO. Most clients search for legal help within their area, using terms like “conveyancing solicitor near me” or “family lawyer in Bedford.” Without local optimisation, your firm won’t appear in those results.

To fix this, claim and optimise your Google Business Profile with accurate contact details, opening hours, and service areas. Include location-specific keywords on your website and create separate service pages for each office location. Adding client reviews and local backlinks will also strengthen your visibility in regional search results.

Focusing Only on Broad Keywords

Many law firms target generic terms like “solicitor” or “law firm,” assuming they will bring in the most traffic. In reality, these keywords are highly competitive and often attract visitors who are not ready to hire.

A better strategy is to focus on specific, long-tail keywords that reflect real client intent, such as “employment solicitor for unfair dismissal” or “probate solicitor in Milton Keynes.” These phrases attract visitors actively seeking help and increase conversion rates because they match what people actually search for.

Neglecting Website Speed and Mobile Optimisation

Google prioritises fast, mobile-friendly websites because they improve user experience. A slow or poorly designed site can cause visitors to leave within seconds, signalling to Google that your website doesn’t meet user needs.

Solicitors often invest in content and design but overlook technical performance. To improve, test your website with tools like Google PageSpeed Insights, compress images, and ensure your hosting is reliable. Use responsive design so pages display correctly on all devices, particularly mobile, where most searches now take place.

Overloading Pages with Legal Jargon

Many law firms fill their websites with complex legal terminology that potential clients don’t understand. While it’s important to demonstrate expertise, overly formal language can alienate readers and reduce engagement.

Search engines prioritise clarity and readability. Write for your audience, not your peers. Use plain English to explain services and processes, focusing on what clients need to know. For example, instead of saying “we facilitate conveyancing for residential freeholds,” say “we help people buy and sell homes smoothly and securely.”

Readable content keeps visitors engaged longer, improving both user experience and SEO performance.

Missing or Poorly Written Meta Data

Meta titles and descriptions are crucial for SEO but are often overlooked or poorly written. These short pieces of text are what appear in Google search results, influencing whether users click through to your website.

Many solicitors use duplicate or generic meta tags like “Home – ABC Solicitors.” This wastes valuable space and fails to attract attention. Instead, each page should have a unique, keyword-rich meta title and a compelling meta description that summarises the page and includes a call to action, such as “Speak to our family law specialists today.”

Not Creating Enough Quality Content

SEO success depends on consistent, valuable content. Many solicitors treat content as a one-time task rather than an ongoing effort. A static website without updates can quickly fall behind more active competitors.

Blog posts, FAQs, and legal guides demonstrate authority and keep your site fresh in Google’s eyes. They also attract backlinks and improve internal linking, two vital ranking factors.

Focus on writing about topics your clients genuinely search for, such as “how to make a will in the UK” or “what happens during a divorce settlement.” Regularly updating your content helps maintain visibility and trust.

Ignoring Schema Markup

Schema markup is a type of structured data that helps Google understand your website’s content. Many solicitors skip it entirely, missing out on opportunities to appear in rich results like FAQs, reviews, or address snippets.

Implementing schema for your services, office locations, and FAQs can enhance your visibility and make your listings stand out. It’s a technical step, but it provides a strong competitive advantage.

Not Tracking Results

Without data, it’s impossible to know what’s working. Many solicitors invest in SEO but fail to track performance through tools like Google Analytics or Search Console. This makes it difficult to measure progress or adjust strategies.

Tracking allows you to identify which pages drive the most traffic, which keywords convert, and where potential clients drop off. Regular reports ensure your marketing budget is spent effectively and highlight opportunities for improvement.

Overlooking Internal Linking

Internal linking connects pages within your website, helping visitors and search engines navigate your content. Solicitors often fail to link related pages together, leaving isolated pages that struggle to rank.

For example, a blog post about “reducing inheritance tax” should link to your main wills and probate page. This strengthens site structure, keeps users on your site longer, and distributes SEO value across multiple pages.

Using Duplicate or Thin Content

Publishing duplicate content across different service pages—or copying legal explanations from external sites—can harm rankings. Google values originality and penalises websites that reuse text.

Each service page should have unique, detailed content that reflects your firm’s expertise and approach. Avoid simply listing services; instead, explain how you help, what makes your process unique, and why clients should trust you.

Forgetting About Calls to Action

Driving traffic is only half the job; converting visitors into clients is what really matters. Many solicitor websites fail to include clear calls to action. Without them, visitors might read valuable content but leave without making contact.

Every page should guide users toward an action—whether that’s booking a consultation, requesting a callback, or downloading a guide. Use simple, visible buttons or contact forms to make it easy for visitors to take the next step.

Relying on Short-Term Fixes

Some law firms look for quick wins through paid ads or shortcuts like keyword stuffing. While paid campaigns can complement SEO, long-term results come from consistent, organic growth. Search engines favour websites that build credibility over time, not those that try to manipulate rankings.

The best approach is to treat SEO as an ongoing investment. Regular updates, content creation, and technical maintenance build authority that continues to generate leads long after initial efforts.

Final Thoughts

SEO for solicitors is not just about visibility—it’s about credibility. Common mistakes like ignoring local SEO, overcomplicating language, or neglecting technical optimisation can hold your firm back from reaching potential clients.

By focusing on clarity, strategy, and user experience, law firms can achieve sustainable growth through search. Avoiding these pitfalls will help your website become a trusted digital extension of your practice, driving more enquiries and building long-term trust.

You may also find useful our articles on Common Google Ads mistakes law firms should avoid and How blogging builds trust for solicitors online, as well as the Solicitors Hub.