Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEO for Employment Law
SEO for Employment Solicitors in the UK
An HR director with a claim form on the desk does not search for your firm by name. They search for an employment solicitor for employers in their city, and they instruct the firm whose page answers how it works. SEO puts your firm there.
For employer-side employment firms in the UK that want search to feed the employer pipeline, with employee searches sent to their own path.
How companies search before they instruct an employment firm
Context from how your customers search, compare and book.
The search that converts is specific. Employment defence solicitor with a city or an industry attached, tribunal defence solicitor, wage claim defence solicitor, executive exit solicitor and settlement agreement solicitor for employers. Employee searches look similar on a keyword report but belong to a different person: unfair dismissal solicitor near me, no win no fee employment claim, can I claim unfair dismissal. Each employer search needs its own page, the employee searches need their own path or none at all, and the owner needs to see which search each employer enquiry came from.
Most small firm websites are built around solicitor profiles and a list of practice labels. The HR director reading on a phone between meetings wants something else: does this firm act for employers, has it handled a claim like mine, how does it bill and who will I actually be speaking to. The firm that answers those questions on one plain page gets the first conversation.
Solicitors' publicity is regulated, and HeyLead holds no practising certificate and gives no legal advice. The SRA Code of Conduct for Solicitors, paragraph 8.8, read on sra.org.uk, says: "You ensure that any publicity in relation to your practice is accurate and not misleading, including that relating to your charges and the circumstances in which interest is payable by or to clients." Paragraph 8.9 says: "You do not make unsolicited approaches to members of the public, with the exception of current or former clients, in order to advertise legal services provided by you, or your business or employer." We make no unsolicited approaches on a firm's behalf, the owner approves every page before it goes live, and the credentials page states only the regulator, accreditations and memberships the firm actually holds. Firms in Scotland and Northern Ireland confirm their own regulator's rules.
Price transparency is part of the page plan for firms regulated by the SRA in England and Wales. SRA Transparency Rule 1.4, read on sra.org.uk, lists "the provision of advice and representation to employers in relation to defending claims before the Employment Tribunal brought by an employee for unfair dismissal or wrongful dismissal" among the services to businesses, and rule 1.1 says that an authorised body who publishes the availability of those services "must, in relation to those services, publish on its website cost information". If the firm publishes that it defends tribunal claims, we build the cost page the rule asks for, in the firm's own figures in GBP, and the owner approves it.
Who this SEO suits
groups Customer segments
- person Owners with 1 to 5 solicitors who grew on referrals from accountants and HR consultants and have never ranked for anything but their own name
- person Firms of 5 to 20 solicitors whose site ranks for solicitor names but not for employment defence solicitor with a city attached
- person Boutiques that defend tribunal claims and handle executive exits and need a page for each kind of matter they take
- person Firms that act in two or three cities from London and Manchester to Birmingham, Leeds and Glasgow and need a presence in each
psychology What drives their decision
- check_circle Defence, agreement and city pages written for the question the HR director or founder searched
- check_circle A practice page that explains how the firm defends a tribunal claim and handles an executive exit, with no promised result
- check_circle A billing page that explains how the firm bills in GBP, whether hourly, flat fee or retainer
- check_circle Enquiry tracking that shows which search produced each employer conversation
How we deliver SEO
A clear, repeatable process built around how employment law customers search and decide.
1
Search and page audit
We map the defence, agreement and city searches companies type in the UK to the pages you have and the pages you lack, separate the employee searches from the employer ones, check every regulator, accreditation and membership claim on the site against what the firm actually holds, and test whether forms and call tracking record correctly.
2
Practice and billing pages
One page for how the firm defends a tribunal claim, one for how it handles an executive exit or a settlement agreement, one for how it charges in GBP and what the retainer covers, with the cost information the SRA Transparency Rules ask for where the firm publishes that it defends tribunal claims, and one for the regulator and memberships the firm holds. Each page ends with a short enquiry form that asks for the company, the issue and the deadline.
3
Claim-type and city pages
A page for each kind of claim the firm defends and each kind of agreement it drafts, and a short page for each city it acts in from London and Manchester to Birmingham, Leeds and Glasgow, with the solicitor who covers it, the industries the firm works in and the kinds of matters it has handled in general terms. Employee content, if the firm wants it, lives on its own section with its own tracking.
4
Plain-language content
Short articles for the questions HR directors and founders actually type: what happens after a claim form arrives, what a response to a claim covers, how an executive exit usually runs, what to do when a grievance arrives. Written in plain words, with no promised result and no legal advice.
5
Tracking and monthly review
Calls and forms are tagged by page and search, with employer and employee enquiries on separate lines. Where your practice management system records client care letter signed, those results are added so the monthly report shows employer conversations rather than visits. Each month we review which pages produced employer enquiries and what to add or fix next.
search
What Employment Law SEO includes
Help nearby customers find you on Google before they call a competitor in the UK
- check_circle Search and page map for employer intent, with employee intent separated
- check_circle Practice, billing and credentials pages
- check_circle Regulator and membership claim review
- check_circle Claim-type, agreement and city pages
- check_circle Short monthly report on employer enquiries by search
What you can expect
- verified HR directors and founders find your firm for defence, agreement and city searches in the UK
- verified The practice page answers how you defend a tribunal claim before the call
- verified The billing page explains how you bill in GBP, with no promised result
- verified Employer and employee pages are measured separately, so you know which one brings matters
- verified Regulator and membership claims on the site match what the firm holds
- verified Employer enquiries arrive tagged with the page or search behind them
Deliverables you receive
inventory_2 Practice, agreement, billing and credentials pages with the HR director's question answered first
inventory_2 Regulator, accreditation and membership claims reviewed against what the firm actually holds
inventory_2 Claim-type and agreement pages for each kind of matter the firm takes, and city pages from London and Manchester to Birmingham, Leeds and Glasgow
inventory_2 An employee section kept on its own path with its own tracking, or removed from the employer pages entirely
inventory_2 Short articles for the plain questions HR directors and founders type
inventory_2 Call and form tracking showing which search produced each employer enquiry
Technical approach
The mechanics behind SEO for employment law, explained plainly.
Structured data and consistency
The office page and each practice page carry structured data for a legal service with the firm's name, address, phone and the areas served. Those details stay identical across the site, the Business Profile and directories, which is what local results depend on.
Phone-first intake path
HR directors research between meetings on a phone. Images are compressed, scripts are trimmed, the intake button and phone number are large tap targets and the short employer form submits on the first try and asks for the company, the issue and the deadline rather than the employee's story.
Employer and employee tracking apart
Employer forms and calls are tagged by page and search. Employee forms, if the firm keeps them, record to a separate goal. Where your practice management system records client care letter signed, those results are added so reports show matters rather than visits, without any client or employee detail leaving the firm.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from SEO
Search visibility for defence and city terms builds over months, and a company often stays with a quiet firm for years before looking for another. The first weeks fix what blocks an enquiry, and later months add depth for each kind of claim and each question.
Days 1 to 14
We audit pages, tracking and every regulator and membership claim, fix dead form links, broken call tracking and employee forms that pollute the employer numbers, and agree the page plan and the credentials wording with you. Anything that stops an HR director reaching a solicitor is repaired first.
Weeks 3 to 8
The practice page, the billing page and the priority claim-type pages go live, the employee section is moved to its own path and the first articles are published. You start to see which searches bring employer enquiries and which pages need clearer answers.
Months 3 to 6 and beyond
Pages mature and visibility improves for each kind of claim and each city in the UK. We refine against enquiry and instruction data. We cannot promise positions, because competition and the market shape results.
Other Employment Law marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How long does employment solicitor SEO take? expand_more
The practice page, the billing page and enquiry tracking usually happen within weeks, while stronger visibility for defence and city searches builds over months. Anyone promising a fixed rank by a fixed date is guessing. We report progress as it comes.
Should we rank for unfair dismissal? expand_more
Only if you want employees. A page titled unfair dismissal brings individuals with a claim, which is fine on an employee section with its own tracking, but it does nothing for the HR director and it muddies the employer numbers. The employer pages target employment defence, tribunal defence and executive exits with a city, an industry or the word employer attached.
Should our website show fees? expand_more
For firms regulated by the SRA in England and Wales, we read on sra.org.uk that Transparency Rule 1.4 lists "the provision of advice and representation to employers in relation to defending claims before the Employment Tribunal brought by an employee for unfair dismissal or wrongful dismissal" among the services to businesses, and that rule 1.1 requires a firm which publishes the availability of those services to publish cost information on its website. Whether the rule applies to your firm is a question for the firm and its regulator. Where it does, we build the cost page in the firm's own figures in GBP and the owner approves it.
How do you write about regulators and accreditations? expand_more
We state the regulator, accreditations and memberships the firm holds, confirmed by the owner, and we never imply an accreditation the firm does not hold. The SRA rule that publicity must be accurate and not misleading applies, and the owner confirms what applies to their firm. The owner approves the page before it goes live.
Will you write about our matters? expand_more
Only in the general terms the owner approves, such as the type of claim, the industry and the forum, and never with a client name, an employee's name or a confidential fact. Confidentiality is part of why a company instructs outside counsel.
Can SEO promise a number of matters? expand_more
No. Companies instruct counsel on their own schedule and the firm decides which matters to take. We do not promise a number of matters, a struck-out claim or a settlement. We report which pages and searches produced employer enquiries so you can judge the channel on evidence.
Ready to get more from Employment Law SEO?
Get a free audit and we will show you where you are losing enquiries today.
Get a Free Audit arrow_forward