SEO services for a law firm: what the fixed price covers
An SEO service for a law firm is a defined list of documents and changes, not an open-ended retainer. Ours is £890 for the Price Transparency Pack over 10 working days, £2,400 for a Firm Site, and £600, £1,200 or £2,400 a month with no minimum term. What sits outside that list is set out below.
Last updated: 5 August 2026
What is inside the fixed price?
A named list of pages, the changes required to make them work, one round of amendments, and a handover. Nothing that is not on the list.
| Item | Inside the fixed price |
|---|---|
| Reading the site as it stands and listing the searches your areas of work actually attract | Yes |
| Drafting price and service information for the areas of work you specify | Yes |
| Building the pages, internal links, structured data, mobile rendering | Yes |
| One round of your amendments before publication | Yes |
| Handover, with a written note on what to watch | Yes |
| Running or managing a Google Ads account | No |
| Answering the telephone, or handling enquiries when they arrive | No |
| Deciding which of your services fall within a rule | No |
| Supplying the fee figures that appear on the pages | No |
| Directory memberships, listing subscriptions, third-party licences | No |
| Print, broadcast, sponsorship, events | No |
The right-hand column is the useful one. A scope written only as a list of inclusions is a scope with an undefined edge, and an undefined edge is where a disputed invoice comes from.
What is excluded, and why is each thing excluded?
Four exclusions, each for a reason that is not commercial.
Ad spend and campaign management. We do not manage paid campaigns for any client. A firm that needs instructions this quarter needs a paid specialist, and holding that exclusion means we send the work elsewhere rather than take it and do it badly.
Intake. What happens between an enquiry arriving and somebody answering it sits inside the firm. It decides whether any of this was worth buying, and a marketing supplier who claims to solve it is describing software or a call answering service.
Anything that amounts to advice on your own obligations. Which of your areas of work fall within the SRA Transparency Rules, in force since 6 December 2018, is a question for the firm and its COLP. We build the pages you specify. We do not judge whether the firm meets the rule, and no supplier can.
The fee figures themselves. We draft the surrounding page. The numbers on it are a statement by the firm rather than by its marketing supplier, and they should be approved by somebody who can stand behind them.
What does the firm have to do itself?
Three things, and the third is the one that moves the delivery date.
- Tell us which areas of work are in scope. Having taken your own advice. We write what you specify.
- Give us access. The site, the analytics property, and whoever can approve a change to the live site.
- Return the fee figures. A fee earner has to supply them and sign them off before the page can be published.
The ten working days are ours. The elapsed time is not. Item three is the only part of the schedule we do not control, and it is the honest reason a ten-day job sometimes finishes in a month. We would rather say that here than explain it later.
Where is the boundary drawn when something new comes up?
It is priced in writing before the work starts. Never on the invoice afterwards.
Four things that count as new rather than included, so that nobody has to argue about them in month three:
- An area of work beyond the ones agreed at the start. Each additional one is a page and a set of figures.
- A second office. Its own page, its own details, its own approval.
- Moving the site to a different platform. A build is not a migration.
- Rewriting pages the firm has changed after handover. The handover note exists so that does not have to happen.
None of those are refusals. They are quotable items with a price attached before anybody starts, which is the whole difference between a scope and an estimate.
What does the retainer cover each month, and what stops when it stops?
An agreed monthly scope at one of three levels, and when it ends the work stops while everything already built stays where it is.
The three levels differ in how much is produced each month. They do not differ in what is promised about position, because nothing is promised about position. Nobody controls Google's results, and of 40 legal-marketing suppliers we read in full on 3 August 2026, eight claimed a guarantee of some kind.
When a retainer ends: the site, the pages and the copy remain the firm's. There is no minimum term to serve out and no notice period to argue about, which is a term one supplier in the forty we read offers.
What does it cost?
| What | Price |
|---|---|
| Price Transparency Pack | £890, delivered in 10 working days |
| Firm Site | £2,400 |
| Firm Site+ | £4,200 |
| Authority Build | £6,900 |
| Retainer | £600, £1,200 or £2,400 a month, no minimum term |
Take £700 off a build when it is taken with six months of retainer.
Of the 40 suppliers read on 3 August 2026, twelve published a price at all and five of those showed only a range rather than a figure. 15 of the 62 questions buyers ask on these searches are price questions, which makes the most-asked question in this market the one most suppliers decline to answer before a call.
Never per enquiry, per lead or per matter. LASPO 2012 section 56 prohibits referral fees in prescribed legal business including personal injury, and it binds the firm paying as well as the party being paid. We charge for the work, by scope and time.
What this is worth where you are
In Manchester, 1,760 people a month search for a conveyancing solicitor, and Google charges around £18.57 for one of those clicks. We hold the same figures for 52 cities.
The free report gives you yours, plus which of the pages the rules ask for are missing from your site, and what 40 suppliers charge.
No call required. Our own prices are on that page.
Where should I read next?
For the delivery schedule rather than the scope: lawyer seo marketing sets out the first ten working days one by one.
For the order the work happens in over a year: legal seo services.
If the firm competes in one town and wants the map results: local seo for law firm.
If the site itself is the constraint: seo for law firm websites and website design law firm.
Frequently asked questions
What is included in law firm SEO services?
Reading the site as it stands, listing the searches your areas of work attract, drafting the price and service information you specify, building the pages with their internal links and structured data, one round of amendments, and a handover note. Everything else is quoted separately.
What is excluded?
Ad spend and campaign management, intake, any advice on your own obligations, the fee figures themselves, third-party subscriptions, and print or broadcast. Each exclusion has a reason that is not commercial, and each is stated before the engagement rather than after it.
Do you decide which of our services fall within the rules?
No. That is a question for the firm and its COLP. The SRA Transparency Rules have been in force since 6 December 2018; you tell us what is in scope, having taken your own advice, and we write what you specify.
Who supplies the prices that go on the pages?
The firm. A fee earner has to provide them and approve them before publication, because the published figures are a statement by the firm rather than by its marketing supplier. It is also the only part of the schedule we do not control.
What happens if we want something that is not in the scope?
It is quoted in writing before the work starts. An additional area of work, a second office, a platform migration and a rewrite of pages changed after handover are all priced items rather than refusals, and none of them appears for the first time on an invoice.
What happens to the pages if we stop the retainer?
The work stops and everything already built stays with the firm. There is no minimum term to serve out and no notice period to argue over, which is a term one supplier in the 40 we read on 3 August 2026 offers.
Can you promise a position in the results?
No, and neither can anyone else. Eight of the 40 suppliers read on 3 August 2026 claimed a guarantee of some kind. What is promised here is a defined list of work at a published price.
Can you be paid per enquiry?
No. LASPO 2012 section 56 prohibits referral fees in prescribed legal business including personal injury, and the restriction binds the firm paying as well as the party being paid. We charge by scope and time.