The specialist search agency for UK law firms
Rank your law firm higher in AI and Google searches.
Be found, trusted and chosen when clients search on Google, ChatGPT, Claude, Gemini and every platform that matters.
- 40+
- UK law firms advised
- 100%
- Legal sector - nothing else
- 1 day
- Typical reply to an enquiry
The visibility gap
What law firms are missing.
Search has changed. Your next client may ask an AI assistant before they ever open a list of blue links. Being good is not enough if your firm is absent from the answer.
7.2%
of the time do Google AI Overviews and AI chatbots cite the same source for the same query
Source: Search Engine Land / Fractl, 8,090 keywords across 25 verticals18%
of UK professional services firms say marketing drives their strategic process
Source: Law Firm Marketing Club, Professional Services Marketing Survey73%
of established law firms do not appear in AI-generated recommendations for prospective clients
Source: Visibility 360 study, 202645%
of consumers now use AI tools to find local businesses, up from 6% a year earlier
Source: BrightLocal, Local Consumer Review Survey 2026Practice areas we work in
What we stand for
be seen. be trusted. be chosen.
Three things decide whether your next client instructs you. We work on all three - nothing else.
be seen.
Visibility
Present in Google, the map pack and the AI answers your next client actually reads.
be trusted.
Authority
Named authors, genuine reviews and citations - the evidence people and models look for.
be chosen.
Client acquisition
Measured in instructions won, not impressions, clicks or vanity rankings.
The founders
Built by people who understand law firms inside-out.
PJ Singh & George Levett - Founders, legalbuzz
PJ Singh and George Levett met while working at a leading City of London law firm. PJ led high-performing sales operations; George drove digital growth through SEO, data and creative strategy.
That partnership - a rare balance of marketing precision and sales execution - transformed how the firm grew. Together they went on to build the UK’s first outsourced conveyancing sales team, helping firms convert more enquiries and strengthen client relationships at scale.
With over 10 years inside the legal sector, they understand the pace, pressure and precision law firms need - and the frustration of wasting time on marketing that doesn’t work.
We know what makes clients choose you. Now we make sure AI knows it too.
Why legalbuzz exists
Your next client is asking AI who to instruct.
“We’re entering the mobile-first, AI-powered search era. legalbuzz was built to help law firms win in this new reality.”
AI Search Optimisation
Optimise your content to appear in ChatGPT, Gemini, Copilot and Claude responses when people ask for legal help.
Mobile-First Strategy
Dominate mobile searches where 85% of legal queries now happen, especially 'near me' searches.
Done-for-You System
We write, optimise, publish and monitor everything - no internal team needed, just results.
Real Results Tracking
Monitor your rankings in both traditional search and AI model mentions with clear reporting.
of Gen Z and Millennials prefer AI tools over Google links
of legal searches now happen on mobile devices
of legal queries now start with an AI conversation
Straight talking
Why SEO has a bad name in the legal industry.
Most firms we speak to have been burned at least once: a twelve-month contract, a monthly report nobody reads and no measurable change in enquiries. That reputation is earned - and it comes from a handful of habits the industry still hasn’t dropped.
✕ Sold by generalists
The same playbook used for a dentist and a SaaS start-up, with the SRA rules learned on your invoice.
✓ Legal sector only
We work with solicitors and nobody else, so the Code of Conduct and Transparency Rules shape the strategy from day one.
✕ Reports full of vanity metrics
Impressions, keyword counts and traffic graphs that go up while your enquiry volume stays flat.
✓ Client acquisition first
We report on enquiries, qualified matters and cost per instruction. Rankings are a means, not the scoreboard.
✕ Thin, ghost-written content
Five hundred words of "what is conveyancing?" with no author, no expertise and nothing a client couldn't already find.
✓ Named legal expertise
Long-form, expert-led content attributed to real people - the kind Google rewards and AI platforms are willing to cite.
✕ Bulk link buying
Paid placements on irrelevant blogs that put a regulated firm's reputation at risk for a short-lived bump.
✓ Digital PR and real mentions
Coverage in trusted publications, legal directories and community sources that build genuine authority.
✕ Vanity rankings reports
Long contracts, an account manager between you and the work, and no clarity on what was actually done.
✓ The person who scopes it does it
No account managers, no competing firm in the same catchment, and a plan you can read in one sitting.
✕ Google-only thinking
Assuming visibility begins and ends with the blue links, while clients quietly move to AI assistants.
✓ AI, mobile and organic together
Cited in AI Overviews, ChatGPT, Gemini and Perplexity, and present in the mobile map pack where most legal searches now happen.
Why we’re different
Judged on instructions, not impressions.
01
Experience inside law firms
Over a decade running marketing and sales inside the legal sector - including building the UK's first outsourced conveyancing sales team. We've sat on your side of the table.
02
Client acquisition, not vanity metrics
Success is instructions won and cost per matter. If a ranking doesn't move enquiries, we say so and change the plan rather than dress up the report.
03
Built for the AI era
We optimise for the answer, not just the link - so your firm is the one named when a client asks an AI assistant who to instruct.
04
Compliance is not an afterthought
Everything we publish is written to the SRA Code of Conduct and Transparency Rules, so growth never creates a regulatory headache.
Three promises
What working with us actually means.
No account managers, only specialists
You work directly with the person doing your SEO. No middlemen, no juniors hiding behind a deck.
Law is all we do
We know CQS, SRA rules, Law Society directories, panel economics and how clients actually choose solicitors. Generalists learn your sector on your invoice.
Reporting tied to enquiries
Every month you see enquiries, calls and instructions, not a rankings screenshot with no money attached.
What we do
One channel, done properly.
- 01
Law Firm SEO
Law firm SEO is the practice of making a solicitor's website the result Google and AI engines return when someone searches for legal help. It combines practice-area keyword mapping, technical health, local visibility and E-E-A-T signals such as named, qualified authors.
Read more - 02
Local SEO for Solicitors
Local SEO for solicitors is the work that makes a firm appear in Google's map pack and local results for searches such as "conveyancing solicitor near me". The main levers are the Google Business Profile, consistent citations, genuine reviews and a dedicated page per office.
Read more - 03
AI SEO (GEO & AEO)
AI SEO - also called GEO (generative engine optimisation) or AEO (answer engine optimisation) - is the work that gets a firm cited inside AI-generated answers. It depends on clear direct-answer content, structured data, a well-defined firm entity and third-party corroboration.
Read more - 04
Conveyancing SEO
Conveyancing SEO targets the high-volume, price-led searches buyers and sellers run before instructing - "conveyancing quote", "conveyancing fees", "conveyancing solicitor [town]" - so a firm wins instructions directly instead of paying per lead to panels and comparison sites.
Read more - 05
Digital PR for Law Firms
Digital PR for law firms earns editorial links and named mentions by putting your solicitors' expert commentary in front of journalists, in the Law Society Gazette, legal trade press and national media, rather than buying links. It is the main way a firm builds the third-party authority that both Google rankings and AI citations depend on.
Read more - 06
Legal Content & Copywriting
Legal content marketing is the production of accurate, attributed practice-area pages and guides that answer the questions prospective clients search for, and that Google and AI engines can safely cite. For a regulated firm it also has to survive compliance review, which shapes how it is written rather than being checked at the end.
Read more - 07
Technical SEO
Technical SEO makes a law firm's website fast, crawlable and unambiguous, fixing indexation, speed, structured data, internal linking and architecture so the content it publishes can actually rank and be cited. On a legal web template it is usually the cheapest available improvement.
Read more - 08
Website Migrations
An SEO migration protects a firm's search visibility during a replatform or rebrand through complete URL and redirect mapping, pre-launch technical QA, and close post-launch monitoring of indexation and rankings. Most visibility lost in a rebuild is lost to missing redirects rather than to anything about the new site.
Read more - 09
AI Review Manager
AI review management asks each client for a Google review at the right point in the matter, drafts firm-approved responses, and tracks volume and rating over time. Review count and recency are among the strongest local ranking signals for solicitors.
Read more - 10
AI Phone Agent
An AI phone agent answers calls a firm can't, captures the caller's name, matter type and contact details, and books a callback into the fee earner's diary. It does not give legal advice or take on a matter.
Read more - 11
AI Chatbot
A law firm chatbot answers process and cost questions on the website, works out what kind of matter the visitor has, and routes a qualified enquiry to the right team. It is a triage tool, not an advice tool.
Read more
Practice areas
We know how your clients search.
- 01
Conveyancing & Property
Conveyancing search is dominated by price and location intent - quotes, fees and "solicitor near me" - so the winning strategy is transparent fee content plus a substantive page for every town the firm serves.
Read more - 02
Family Law
Family law search is emotionally driven and heavily question-led. Clients research the process privately for weeks before enquiring, then instruct on trust rather than price, which makes reassurance content and review credibility more decisive than in any other practice area.
Read more - 03
Personal Injury
Personal injury is one of the most competitive verticals in UK search, dominated by national claims brands and lead aggregators. Independent firms win on claim-type depth, genuine case results and local intent rather than head terms, because the head terms are bought by businesses whose entire model is that keyword.
Read more - 04
Employment Law
Employment law search splits into two very different audiences: employees in urgent difficulty and employers buying ongoing advice. They use different words, arrive with different urgency and convert through different routes, so each needs its own content track and conversion path.
Read more - 05
Wills, Probate & Estate Planning
Private client search is process- and cost-led, and unusually slow to attribute. Someone reading about making a will may instruct months later, and a probate enquiry arrives when a death occurs rather than when the reader is persuaded, so visibility moves in weeks while enquiries follow over months.
Read more - 06
Immigration
Immigration search is route-specific and unusually volatile: rules and fees change several times a year, so accuracy and last-reviewed dates matter more here than in any other practice area.
Read more - 07
Criminal Defence
Criminal defence search is urgent, local and mobile-first - often mid-crisis - so the priorities are offence-specific pages, obvious 24-hour contact, and unambiguous legal aid information.
Read more - 08
Commercial & Corporate
Corporate and commercial search is low volume and high value: a handful of monthly searches can be worth six figures, so the strategy is depth, sector specificity and partner-led thought leadership rather than traffic.
Read more
White paper
AI search is here. Is your firm ready to be the answer?
How we work
Six workstreams, every month
Not a project with a finish line. This is what the retainer buys, month in, month out.
01
Tracking and strategy
What moved and what did not: rankings, enquiries, and what ChatGPT, Gemini and Perplexity say about your firm this month against last. Next month's plan comes out of it.
02
Foundations maintained
Google Business Profile, and your name, address and phone kept consistent across every directory. Details drift, old trading names resurface, profiles get edited. Left alone, this quietly undoes itself.
03
Technical and AI readiness
Speed, mobile, structured data, and whether AI crawlers can still read your site. A surprising number of law firm sites quietly block them, and if GPTBot cannot read the page, your firm cannot be quoted from it.
04
Content
Practice area pages and guides written to be quoted, attributed to your solicitors, checked against SRA advertising rules before they go live.
05
Authority and reputation
Legal directory citations, trade press coverage, review generation and Google posts. The sources AI models lean on when they decide who is credible.
06
Reporting
Enquiries, calls, rankings and AI mentions, on a call with the person who did the work. Not a 40-page PDF nobody reads.
Where we work
Specialists in your city.
- 01
SEO for law firms in London
SEO for a London law firm almost never means competing for "solicitor London". It means owning borough and neighbourhood intent, because London clients search by the area they live or work in rather than by the city, and a single city-level page competes against every firm in the capital at once.
Read more - 02
SEO for law firms in Manchester
SEO for a Manchester law firm has to account for two things at once: national firms with Manchester offices competing for city-centre terms, and a ten-borough Greater Manchester catchment where town-level intent is far cheaper to win than the city term.
Read more - 03
SEO for law firms in Birmingham
SEO for a Birmingham law firm depends on suburb-level targeting and, for immigration and family teams, multilingual reach. Birmingham's scale means a single city page competes with every firm in the conurbation while missing the suburb terms clients actually use.
Read more - 04
SEO for law firms in Leeds
SEO for a Leeds law firm splits between commercial work bought on demonstrated expertise and high-street work bought on proximity. Leeds has a stronger corporate and financial base than most regional cities, which shifts the balance towards low-volume, high-value search intent.
Read more
Questions, answered
Frequently asked questions
Do you only work with law firms?
Yes. legalbuzz works with solicitors and law firms exclusively - no other sectors, no exceptions. It's the whole point of the agency.
Do you understand SRA compliance?
Yes. Everything we publish is written against the SRA Code of Conduct and the Transparency Rules, including mandatory price and service information. We don't publish outcome guarantees or claims a firm can't evidence.
Will you work with a competing firm in our area?
No. We work on a one-firm-per-practice-area-per-catchment basis so we're never bidding against our own clients.
What is the Law Firm Visibility Audit?
A tailored plan for your firm rather than a generic audit PDF: an in-depth SEO and AI search audit, an analysis of your current search and AI traffic, and a custom growth roadmap prioritised by likely instructions.
How is AI search different, and does it matter yet?
It matters now. A growing share of prospective clients ask ChatGPT, Gemini or Google's AI Overviews before they run a traditional search. Those answers cite a small number of sources, so the work is getting your firm structured, corroborated and quotable.
Do you work with our practice management system?
We don't need to touch it, but we do integrate enquiry tracking with the common systems - Clio, LEAP, Proclaim, Actionstep - so we can report on instructions rather than form fills.
How long before we see results?
Technical and local wins usually show within 4–8 weeks. Competitive practice-area rankings typically take 4–9 months of consistent work, depending on your current authority.
How much does it cost?
Retainers are scoped to the practice areas and catchments you want to win. We'll give you a figure with your Visibility Audit, before you commit to anything.
Who actually does the work?
The specialist you meet. legalbuzz doesn't run an account-manager layer between you and the person executing your campaign.
Can you help if we're mid-website-rebuild?
Yes, and the earlier the better. Migration SEO is a named service - redirect mapping and pre-launch QA protect the visibility you already have.
Do you do paid ads too?
No. One channel, one sector. If you need PPC we'll happily point you to someone good.
No fluff. No generic audits.
Claim your Law Firm Visibility Audit.
A tailored review of how your firm shows up in Google, the map pack and AI assistants - built for your practice areas and your catchment, not a template with your logo on it.
- In-depth SEO and AI search audit
- Search and AI traffic analysis
- Competitor and reputation check
- Custom growth roadmap, prioritised by likely instructions
Takes about two minutes. The more you tell us, the more specific the audit.