Law firm internet marketing in the UK: eight parts, ranked

Internet marketing for a firm in England and Wales covers 8 things, and the publication requirement decides the order they are built in. Price and service pages come first here and last almost everywhere else, because the disclosure and the highest-intent search are the same document.

Last updated: 5 August 2026

What does internet marketing contain for a UK firm?

Eight parts, of which three decide whether the telephone rings.

A damaging admission before that list is taken as a menu: we build rows one to four and nothing else. We do not manage ad spend, we do not run social accounts, and we do not send email campaigns. A supplier offering all eight in one retainer is either subcontracting most of it or doing all of it thinly, and it is worth asking which.

The rows are not of equal value to a five-partner firm in one town. Rows one to three are where somebody deciding which solicitor to instruct actually reads. Rows seven and eight matter to a firm with an existing list or an existing audience, and produce very little for a firm with neither.

Why does the publication requirement change the order?

Because it makes the first build expected rather than optional, and the expected pages happen to be the commercial ones.

The SRA Transparency Rules came into force on 6 December 2018 and require price and service information to be published for specified areas of work. We checked the position on 3 August 2026.

Everywhere else in this programme a supplier would start with practice-area pages and arrive at the fee question late, or not at all. In England and Wales the fee question is already sitting on the list of things a firm is expected to publish. That inverts the sequence. The document the rules ask for and the document a prospective client searches for are the same document, so a firm doing the first properly has done the second as a by-product.

The evidence that this is unusual comes from the people selling to these firms. Of 40 legal-marketing suppliers we read in full on 3 August 2026, 12 published a price at all and 5 of those showed only a range. In the one jurisdiction that expects law firms to publish price information, most of the suppliers pitching them will not publish their own.

Which of a firm's services fall in scope is a question for the firm and its own advisers. We are a marketing supplier. We build what a firm tells us to publish, and we never say a firm has been made compliant, because that judgement belongs to the firm and its COLP.

Which part is worth starting with, and which can wait?

Start where the reader decides. Wait on anything that only shows activity.

Start with rows one to four. They are the pages a person reads in the ten minutes before they ring, and they are the pages the highest-intent searches ask for. They are also the only rows that keep working when nobody is looking after them.

Row five, the map, is worth doing early and is largely clerical. Correct name, correct address, correct opening hours, correct categories, on every listing the firm has. It is an afternoon rather than a project, and a firm with three inconsistent addresses across the web has a problem no amount of writing will fix.

Row six waits until there is a page to land on. Paid search bought against a homepage that lists eleven practice areas spends money teaching people to leave. In Bristol, 1,440 people a month search for a conveyancing solicitor at around £17.75 a click, measured 3 August 2026. A hundred of those clicks is roughly £1,775 of arithmetic, and the arithmetic is only worth doing once the page they land on answers the question that prompted the search.

Rows seven and eight are last for a specific reason: both reward a firm that already has an audience and punish one that does not. A social account posted to twice a month is not visible to anyone, and an email list of forty former clients is not a channel.

What does each part cost?

Ours are published as figures. Most of the market's are not published at all.

£700 comes off the build when it is taken with six months of retainer.

For the parts we do not sell, the cost is the click price plus somebody's time. Two UK examples from the same dataset, measured 3 August 2026:

Those last two columns are arithmetic on a measured click price, not a forecast. How many enquiries a hundred clicks produces depends on the page they arrive at and what happens after, and we do not hold a UK legal conversion figure we would be willing to publish.

We never charge 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.

Which suppliers on this search publish a price?

Two of the four below did, on the date we read them.

Two observations worth more than the table. The first is that a directory ranks on this search, which means part of a firm's shortlist is being assembled by a site whose business is listing agencies rather than doing the work. The second is that a legal publisher ranks on it too, for the same reason a law firm outranks agencies on some of these terms: publishing the answer is what ranks, whoever you are.

⚠ We record whether a price appeared on the page, not what it was. The figures our tooling collected mixed genuine fees with case values and fragments, so attributing a number to a named business would publish something unverified about a competitor.

Across the full 40, read on 3 August 2026:

Eight of forty claim a guarantee of some kind. Nobody controls Google's results, and a supplier promising a position is promising something outside their power. Declining to offer one is the more useful signal.

Where is another supplier the better choice?

Three situations, and they cover a good proportion of the firms who read this.

When the firm needs matters this quarter. Nothing in rows one to four moves in under three months. Paid search does, and we do not manage ad spend, so a campaign specialist will beat us outright on speed. Send the work there and come back for the landing pages.

When the firm is unsure of its own position under the rules. We write pages. Advising on what a firm must publish is a different service, and a firm that needs that advice should take it before commissioning anything from us. A compliance consultancy, or the firm's own advisers, is the correct first call.

When the constraint is fee-earner capacity rather than enquiries. A firm already turning work away gets a longer waiting list from this and nothing else. That is worth establishing before anybody spends anything.

Before you shortlist anyone

We read 40 legal-marketing suppliers in full in August 2026 — including several on this page. Twelve published a price. One offered work with no minimum term.

The free report gives you the full count, named, so you can repeat it rather than take ours. It also shows how many people search for your practice areas in your town, and what those clicks cost to buy at Google's own prices.

Get the report — five questions, about two minutes →

No call required. Our own prices are on that page.

Where should I read next?

If the site itself is the first problem: law firm website design agency covers what a build should contain and who owns it afterwards.

On choosing and holding a supplier: marketing agency for law firm and law firm seo experts.

If the question is who does this inside the firm rather than outside it: law firm marketing positions.

On row eight specifically, and whether it is worth anything: law firm marketing social media.

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