Common SEO Mistakes Solicitors Make and How to Avoid Them

At Lillian Purge, we specialise in SEO for Solicitors and when I look at solicitor websites across the UK I keep noticing the same recurring issues. In my opinion solicitors often have strong expertise, years of experience and excellent client results, yet their websites fail to reflect this clearly. I genuinely believe the legal sector suffers from some of the most avoidable SEO mistakes simply because many firms expect their reputation alone to carry them. Unfortunately the way people choose solicitors has changed and SEO now plays a huge role in attracting local clients.

I want to break down what I believe are the most common SEO mistakes solicitors make and explain how to avoid them. Everything here is based on what I have seen while analysing law firm websites, studying search behaviour and observing what actually works for modern legal clients. My hope is that this helps solicitors build stronger, more trustworthy online foundations.

Mistake 1: Thin or Vague Service Pages

This is one of the biggest issues I see. Many solicitor websites have short service pages with only two or three paragraphs. In my opinion this is a direct invitation for Google to ignore the page and for clients to leave because they cannot understand what the solicitor actually offers.

Clients want answers to questions such as:

• what does the process involve

• how long will it take

• what does the solicitor actually do

• who is this service for

• what problems does it solve

Thin content fails on all these fronts.

How to avoid this

I believe every service page should:

• explain the entire process

• describe who the service is for

• include expected timelines

• outline common challenges

• add local relevance

• answer FAQs in plain English

A full, detailed service page does more for SEO and client trust than almost any other element on the site.

Mistake 2: Relying Too Much on Referrals

I understand why solicitors rely heavily on referrals. In my opinion the legal industry has always been built on relationships. However the problem is that potential clients now search online even after being referred. If the website or online presence looks outdated, unclear or invisible in search results the referral advantage disappears instantly.

How to avoid this

Build online visibility so that the referral becomes reinforced rather than weakened. When someone hears your firm’s name then searches for you, your online presence should support their decision.

Mistake 3: Neglecting the Google Business Profile

I believe this is the single most damaging mistake for local solicitor SEO. The Google Business Profile often appears before the website, yet many solicitors leave it half empty with missing information, old photos or no reviews.

Clients look at:

• your reviews

• your photos

• your opening hours

• your location

• your practice areas

A neglected profile makes a solicitor look untrustworthy or outdated.

How to avoid this

In my opinion every firm should:

• update the profile monthly

• add recent photos

• collect reviews consistently

• choose the correct categories

• write a clear, warm description

This listing influences more client decisions than many solicitors realise.

Mistake 4: Using Too Much Legal Jargon

I have seen many solicitor websites that read like a law textbook. Clients want clarity not complexity. When someone is already stressed about a legal issue, pages full of jargon increase anxiety.

Google also rewards content written in plain English because it improves user engagement.

How to avoid this

Explain the law in everyday language. Write the way you would speak to someone in your office. In my opinion this not only helps SEO but also builds instant trust with potential clients.

Mistake 5: Ignoring Local Search Behaviour

Solicitors often try to compete nationally, but most clients search locally. People want solicitors near them especially for areas such as conveyancing, probate, family law and employment disputes.

If your website does not clearly target your location, Google will not know where to rank you.

How to avoid this

Add natural location signals such as:

• references to your town

• details of local processes

• local courts

• local timelines

• nearby areas you serve

This helps Google understand that you are relevant to local searchers.

Mistake 6: No Review Strategy

In my opinion reviews are one of the strongest ranking and trust building factors for solicitors. Yet many firms wait passively for reviews instead of asking for them. This leads to profiles with only a handful of outdated reviews which looks suspicious to clients.

How to avoid this

Create a simple review routine:

• ask every client at the end of a matter

• send a direct link

• thank clients personally

• reply to all reviews

People trust firms with consistent, recent, detailed reviews.

Mistake 7: Lack of Clear Calls to Action

Some solicitor websites have no clear next step. Clients are left wondering whether they should call, submit a form or request a quote. In my experience legal clients prefer a simple, calming invitation to make contact.

How to avoid this

Use short, friendly phrases such as:

• If you want to discuss your situation our team is here to help

• You can call us for a free initial conversation

• We are happy to talk through your options

A clear call to action dramatically improves conversions.

Mistake 8: Not Enough Content to Compete

Many law firms think one or two blog posts a year is enough. I do not believe this is true anymore. Clients search for detailed questions and Google rewards websites that answer them.

For example:

• what causes delays in conveyancing

• how long does probate take

• what happens in family mediation

• what rights do employees have during redundancy

If you do not answer these questions a competitor will.

How to avoid this

Create clusters of content for each practice area. In my opinion this signals strong expertise to Google which improves long term rankings.

Mistake 9: No Internal Linking

Internal linking helps Google understand your site structure. Many solicitor websites fail to connect their pages, leaving content disconnected and difficult for Google to interpret.

How to avoid this

Link related pages together, for example:

• family law service page linking to mediation and divorce blogs

• conveyancing page linking to first time buyer guides

• probate page linking to executor responsibilities

Internal linking increases authority and improves rankings.

Mistake 10: Slow or Outdated Websites

Clients judge professionalism based on website experience. If the website loads slowly, feels cluttered or is not mobile friendly it harms trust and rankings.

In my opinion clients expect solicitors to have a modern, smooth website that reflects their competence.

How to avoid this

• Use fast hosting

• Optimise images

• Remove old design elements

• Keep navigation simple

• Make contact options obvious

A clean website improves conversions and SEO performance.

Mistake 11: No Use of Video

I believe video is becoming essential for solicitor marketing. People trust someone they can see and hear. A short video explaining your service builds far more confidence than text alone.

How to avoid this

Record simple videos explaining:

• the process

• what to expect

• how the firm helps

• local insights

Add videos to your service pages and upload them to YouTube for additional visibility.

Mistake 12: Not Tracking SEO Performance

Many solicitors never check how their website performs. They rely on instinct rather than data. In my opinion this leads to years of missed opportunities.

How to avoid this

Track:

• website traffic

• ranking movements

• search impressions

• local visibility

• conversions

• phone calls from Google

This helps you make smarter decisions.

Mistake 13: Forgetting to Optimise for Mobile

I have seen solicitor websites where the desktop version looks fine but the mobile version is unreadable. This instantly pushes potential clients away because most legal searches happen on mobile phones.

How to avoid this

Check your site on multiple devices. Make sure:

• text is readable

• buttons are clear

• the layout is clean

• the call button is easy to find

Improving mobile usability improves trust and SEO rankings.

Mistake 14: No FAQs on Key Pages

FAQs help clients understand complex topics and give Google clear answers to common questions. They increase time on site and reduce anxiety.

How to avoid this

Add 6 to 10 FAQs to every main service page. Keep the language simple. Answer the questions real clients ask during consultations.

Mistake 15: Legal Content That Is Too Short

Legal topics require depth. Short pages do not build credibility or trust. Google sees thin pages as low value which hurts rankings.

How to avoid this

Expand service pages to at least:

• 800 to 1,500 words for local services

• 1,500 to 3,000 words for competitive areas

Add detail without adding unnecessary complexity.

Mistake 16: Failing to Show Personality and Empathy

Many solicitor websites feel cold and corporate. They do not show the human side of the firm. Clients want warmth, clarity and reassurance. They want to feel understood.

How to avoid this

Write in a calm, friendly voice. Use phrases such as:

• I understand this can be stressful

• In my experience this is very common

• You are not alone in dealing with this

People trust solicitors who feel human.

Mistake 17: No Local Landing Pages for Wider Service Areas

If a firm serves multiple towns but only mentions one location on the website, rankings in the surrounding areas will be poor.

How to avoid this

Create dedicated location pages such as:

• conveyancing solicitor in Bedford

• conveyancing solicitor in Milton Keynes

• conveyancing solicitor in Luton

Clients often search by town name so location pages capture this demand.

Mistake 18: Not Updating Content Regularly

Legal processes change. Local conditions change. Google rewards freshness. Outdated information reduces trust instantly.

How to avoid this

Review service pages every six months. Update timelines, processes and local insights.

Mistake 19: No Pricing Guidance

Solicitors often avoid showing prices which creates uncertainty. Clients feel anxious when costs are unclear. Google now encourages transparent pricing for regulated services.

How to avoid this

Offer simple, approximate guidance without committing to a fixed price. Explain what is included. This builds trust without limiting flexibility.

Mistake 20: Treating SEO as a One Time Task

SEO is continuous. Many solicitors optimise their site once then never revisit it.

How to avoid this

Treat SEO as an ongoing strategy. Improve service pages, publish blogs, collect reviews and monitor rankings monthly. Consistency wins over time.

My Final Thoughts on Avoiding Common SEO Mistakes for Solicitors

When I look at all these mistakes together I believe they come down to one thing. Many solicitor websites are not built for real clients. They are built as brochures rather than communication tools. SEO success requires clarity, empathy, structure and trust. It requires content that speaks to people at the most stressful points of their lives.

In my opinion solicitors who avoid these mistakes will gain stronger rankings, better visibility and higher quality enquiries. Local clients trust solicitors who educate, reassure and communicate clearly. SEO simply amplifies that 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.