Industries · Professional services
SEO for professional services firms that advise businesses
For law firms, accountants, consultancies and advisers whose clients buy a person's expertise, check it carefully, and usually arrive by referral first.
We reply within one working day.
- from, per month, published
- £1,500
- notice, monthly rolling
- 30 days
- for the 20-minute audit
- £0
Client logos appear here once clients approve them. Until then, the tools your reports are built on:
- Search Console
- Google Analytics 4
- HubSpot
- Salesforce
- Ahrefs
- Semrush
The sector
SEO for professional services, and how B2B differs from private-client work
A professional services firm sells judgement. There is no product to demonstrate, so buyers look for evidence that specific people have handled their specific problem before.
Private-client work, such as conveyancing or personal tax returns, behaves like local consumer SEO: high volume, location-led, price-sensitive. Advising businesses is different. A general counsel looking for competition lawyers, or a finance director choosing an R&D tax adviser, searches rarely, reads deeply and asks colleagues. Search often confirms a referral as much as it replaces one.
Buying cycle
The buying cycle: trigger, shortlist, credentials
Most engagements start with a trigger: a dispute, a transaction, a regulatory change, an audit tender. The buyer asks their network, gathers two or three names, then researches each one. They read partner profiles, look for relevant experience, and check that the firm has written sensibly on the issue. Larger mandates go through a formal pitch or panel review.
Urgent matters move in days. Panel appointments and audit tenders follow a calendar and can take months. In both cases the person, not only the firm, is being evaluated, which makes partner and team pages some of the most important on the site.
Search behaviour
How business clients search for advisers
- By name. The partner's or firm's name, after a referral. What they find decides whether the call happens.
- By issue. The legal, tax or regulatory question itself: “TUPE on outsourcing”, “R&D tax relief software claim”, often with no sign of buying intent yet.
- By specialism and sector. “Construction adjudication solicitors”, “auditors for charities”.
- By event. A new regulation, court ruling or budget change prompts a burst of searches from people who need to act.
- By location, less than you would think. For specialist B2B advice, expertise outranks proximity, though some regional work remains local.
Compliance constraints
Professional conduct rules that shape the content
- Solicitors. The SRA's rules require publicity to be accurate and not misleading, and its Transparency Rules require price and service information to be published for certain services.
- Accountants. ICAEW and ACCA members are bound by codes of ethics covering how services are marketed and how expertise is described.
- Client confidentiality. Matters and clients can only be named with consent. Anonymised examples must stay unidentifiable.
- Not advice. Insight articles need to be useful without being taken as advice on a reader's specific situation, and need dating and reviewing when the law changes.
- Titles and specialisms. Claims such as “specialist” or “expert”, and references to directory rankings, must be accurate and current.
These rules favour good SEO: named, qualified authors, accurate claims and current content are also what search engines look for in advice that affects money or legal position.
Example keyword set
Example keyword set for a commercial law firm
For an invented firm with an employment practice advising employers:
| Buying stage | Example search | Page that should rank |
|---|---|---|
| Issue | how to run a redundancy consultation | Guide by a named partner, with review date |
| Event | employment rights bill changes for employers | Timely explainer, updated as the law changes |
| Specialism | employment solicitors for employers | Practice-area page |
| Sector | employment law advice for care homes | Sector page with relevant experience |
| Name | [partner name] employment lawyer | Partner profile with experience and publications |
What's included
What SEO for professional services includes
Our packages, built around people and expertise.
Partner and team profiles
Profiles that rank for the name and prove the experience.
Practice and sector pages
Clear pages for each specialism and each industry served.
Expert-written insight
Articles drafted from interviews and approved by the fee-earner.
Timely legal and regulatory updates
A fast route to publish when the rules change.
Conduct-rule checks
Publicity, pricing and claims reviewed against your regulator's rules.
Enquiry tracking by practice
New-business enquiries by practice area and source.
What do clients find when they search your partners?
The free audit checks name, practice-area and issue searches for your firm.
Process
How we run SEO for professional services firms
The same five steps as every account, with the sector's buying cycle built into the baseline.
- 1
Free audit
A 20-minute review of your site, your competitors and your buyers' search terms. You get three specific opportunities.
- 2
Pipeline baseline
We connect Search Console, GA4 and your CRM and record where organic leads, opportunities and revenue stand today.
- 3
Strategy and intent map
Every keyword is assigned to a buying stage and a page. You approve the 90-day plan before any work starts.
- 4
Build and publish
Technical fixes, new and rewritten pages, digital PR. Work ships every month, in your CMS or as developer tickets.
- 5
Report and reallocate
A monthly pipeline report and a review call. What produces opportunities gets more budget; what does not gets cut.
Proof
How we measure pipeline from organic search
We are a new agency and have no client case study we are allowed to publish yet. So instead of a borrowed success story, here is exactly how results will be measured on your account, and what a published case study will contain once a client approves one.
Measurement method, not a case studyThe format every future case study follows is on the case studies page: client context, the constraint, what we did, real metrics with dates, and what we would do differently.
Muhammad SalmanFounder and SEO strategist. Your strategy and your monthly report come from the same person. About us
What the monthly report tracks
Method- Impressions for buyer termsGoogle Search Console
- Organic clicks to money pagesGoogle Search Console
- Leads: demos, trials, enquiriesGA4 key events
- Sales-qualified opportunitiesYour CRM
- Pipeline value from organicYour CRM
| Metric | Data source | What it tells you |
|---|---|---|
| Impressions and clicks for buyer terms | Google Search Console | Whether the right pages are found for the terms buyers use |
| Positions for the agreed keyword set | Rank tracking, weekly | Progress on the terms in your intent map, not vanity terms |
| Leads from organic search | GA4 key events, after consent | Demo requests, trial sign-ups and enquiries that started in search |
| Sales-qualified opportunities | Your CRM (HubSpot, Salesforce or similar) | Which of those leads your sales team accepted |
| Pipeline value and closed revenue | Your CRM, matched on lead source | What organic search is worth in pounds, the number the board asks for |
| Mentions in AI answers | Monthly prompt checks in ChatGPT, Perplexity and AI Overviews | Whether you are cited when buyers ask an assistant instead of Google |
See what this would look like on your own numbers.
In the free audit we show which of these stages your site is losing buyers at today.
Who this is for
Which firms we suit
Firms that advise businesses and can spare fee-earner time.
A good fit
- Commercial law firms and specialist practices
- Accountancy, tax and advisory firms serving companies
- Management, technology and engineering consultancies
Probably not a fit
- High-volume private-client and conveyancing practices: a local SEO specialist fits better
- Firms where fee-earners cannot give 30 minutes a month
- Anyone wanting content published without partner review
Pricing
B2B SEO from £1,500/month, published
Three monthly SEO packages with a fixed scope. Monthly rolling, 30 days' notice, no setup fee. Most agencies in this market ask you to enquire before they name a price.
Foundation
from£1,500/month
For B2B companies with one product or service line that need the basics fixed and a first set of pages built for buyers.
Growth
Most chosenfrom£3,000/month
For B2B and SaaS teams that want organic search to become a steady source of demos, trials or enquiries.
Scale
from£5,500/month
For multi-product, multi-market or enterprise sites where SEO has to work across teams, templates and regions.
Not sure which package fits?
The free audit ends with a recommendation, including when the honest answer is the smallest package or none.
FAQ
SEO for professional services: questions buyers ask
Because referred clients search before they call. They look up the firm and the partner, and compare what they find with the other names they were given. SEO makes sure that check confirms the referral, and it brings in the enquiries from people who had nobody to ask.
A specialist writer drafts from a short interview with the fee-earner, who then reviews and approves it and is named as author. This keeps partners' time to about half an hour per article while the expertise stays theirs.
We know the main requirements and build checks for them into the workflow. Responsibility for compliance stays with your firm's compliance officer, and nothing is published without the firm's approval. We do not give regulatory advice.
Plan for three to six months before organic leads rise in a way your sales team notices, and six to twelve months for meaningful pipeline. Technical fixes and rewritten money pages can move sooner. New content on a site with little authority takes longer. We set the expected timeline for your site in the 90-day plan and do not promise a date we cannot control.
Our monthly SEO packages start from £1,500/month (Foundation), £3,000/month (Growth) and £5,500/month (Scale). Every price and what it includes is on the pricing page. There is no setup fee.
Free B2B SEO audit
Find out what organic search could add to your pipeline.
The free B2B SEO audit is a 20-minute review of your site, your competitors and the terms your buyers search. You leave with three specific opportunities, whether or not we work together.
- Monthly rolling contract
- 30 days' notice, no lock-in
- Pipeline reporting every month
- No ranking guarantees, ever
We reply within one working day.
Muhammad Salman
Founder and SEO strategist
- Phone
- +92 337 7043287
- Markets served
- United Kingdom and United States, remotely
- Response time
- We reply within one working day