A plain-English guide for partners who want enquiries—not just “awareness.”
Have you ever tried “doing some marketing” and ended up with likes, impressions, and clicks—but no real client enquiries?
Is digital marketing actually worth it for solicitors, or should you rely only on referrals?
This article gives you a straight answer. You’ll see when online marketing works for solicitors, what to prioritise, what to avoid, and how to measure ROI so you can stop guessing.
By the end, you’ll understand:
- The system that turns website visitors into enquiries
- Which channels work best by practice area
- Common pitfalls that waste legal marketing budgets
- Real-world ROI examples from firms that scaled enquiries
The Short Answer
Yes, online marketing works for solicitors when it’s built as a system, not just a collection of disconnected tactics.
The EnquiryOS™ Framework
- Strategy (foundation): Positioning per practice area, conversion-ready service pages, reviews and case studies, fee/timeframe clarity, and plain-English FAQs.
- Traffic (qualified visibility): SEO, Google Business Profile, and targeted ads—but only when the website is ready to convert.
- Process (turning clicks into clients): Working forms and calls routed to your CRM, UTM tracking, follow-up automations, and a 50-step launch checklist so nothing leaks.
If any layer is missing, you’ll waste time and money. Traffic won’t convert, or enquiries will get lost without follow-up.
What Works by Practice Area
| Practice Area | High-Yield Moves | Avoid |
| Immigration | Local SEO + multilingual service hubs, reviews, GBP, fast mobile pages; PPC for urgent queries | Ads to homepage; slow enquiry forms |
| Family Law | Empathetic content with FAQs, clear fees, and timelines; SEO for local intent; retargeting to guides | Jargon-heavy copy; vague CTAs; hidden fees |
| Conveyancing | Transparent fees, process timelines, GBP optimisation, comparison articles; call tracking | Long “Request a Quote” forms; no review proof |
| Personal Injury/Clinical Negligence | Authority content, schema, reviews, GBP, carefully managed PPC; tested enquiry forms | Thin content; generic landing pages; weak proof |
| Employment / Commercial | SEO for specialist problems, LinkedIn distribution, case studies, event landing pages | Posting on social without landing pages or follow-up |
Proof in Practice
Fountain Solicitors — Rebuilt with EnquiryOS™, moving from brochureware to a system-first site. Now generates 60+ enquiries per month and grew from 1 to 5 offices.
Onyx Solicitors — Massive organic growth (keywords 112 → 630), page-1 visibility across services, and ultra-efficient ads: 54 clicks → 50 conversions at ~£10.77 per conversion on a £600 budget. Performance was strong enough that campaigns were paused to handle demand.
The mix of channels varies, but the system is universal.
ROI: The Only Maths That Matters
If one completed matter is worth £800–£1,500 in margin, then adding just 3–6 matters per month pays for a £4.5k–£9.5k conversion-focused rebuild very quickly.
By contrast, a cheaper “design-only” site that generates zero enquiries is the most expensive option you can buy.
What Doesn’t Work (Common Pitfalls for Solicitors)
- Design-only websites with no conversion strategy
- SEO campaigns without CRO (traffic rises but enquiries don’t)
- PPC that sends traffic to the homepage instead of service pages
- Leads left in inboxes (no CRM or automations)
- Agencies that lock you in and keep ownership of your site or analytics
How to Measure Success (Simple KPIs)
- Enquiries/month by practice area
- Conversion rate on service pages (target 3–8%)
- Cost per enquiry by channel
- Speed to first response (aim for minutes, not hours)
- Matters opened attributed in CRM to each page and campaign
If your agency isn’t tracking these, they’re not measuring what matters.
Your 90-Day Plan (Ask Any Vendor for This)
Days 0–30 — Stabilise & Convert
- Run a strategy workshop; map service pages with CTAs, FAQs, fees, timelines
- Implement Google Analytics 4, Google Search Console, call tracking, CRM with UTMs
- Improve site speed and mobile UX; add reviews and case studies
Days 31–60 — Protect & Grow
- Carry out SEO migration (redirects, metadata, schema)
- Launch CRO tests (forms, CTAs, headlines)
- Create a lead magnet + 3-email nurture sequence
Days 61–90 — Scale & Prove
- Add location and service pages; publish Big 5 articles (Cost, Problems, Comparisons, Reviews, Best)
- Apply winning CRO changes across the site
- Hold KPI reviews: enquiries, cost-per-enquiry, matters opened
Final Thought
Online marketing does work for solicitors—but only when built as a conversion system. Don’t spend on disconnected tactics. Build the foundation, feed it with the right channels, and measure the ROI that matters.
Want a diagnostic, not a pitch? Book a More Clients From Your Website Call, or see transparent options on our Pricing Page.
Final Word: Referrals are good. Systems are better. The right setup makes online marketing a dependable source of client growth.
