In short
Law firm marketing is the work that gets a solicitors firm found, answered and instructed. Naelar offers six services to SRA-regulated firms in England and Wales: ads, search, website design, intake, automation and remote staff.
Every lead stays exclusive to your firm, and nothing runs until you sign it off.
How do the six services fit together?
An enquiry has to be found, answered and then turned into an instruction. Each service covers one of those three steps.
- FoundThe enquiry starts here. Ads, local and AI search and a website that explains your fees put your firm in front of people.
- AnsweredSomeone has to reply fast. AI agents answer when your team can't, and remote staff answer calls and forms in the hours you choose.
- InstructedThe enquiry becomes a client. Intake and CRM track each enquiry from first contact to a signed client care letter.
What does law firm marketing cover for a solicitors firm?
Six services, one for each place an enquiry can be lost. Each has its own page with what's included, what isn't, and who it's not for.
Ads: PPC management for solicitors
Google Ads and Meta ads, run for enquiries and instructions. We report down to cost per instruction, and your firm signs off every ad. It fits a firm that needs enquiries soon.
See PPC management for solicitors, or read our PPC for law firms guide.
Search: law firm SEO, local search and AI search
We set up your Google Business Profile, run a fair review process and build one page for each type of work. We also test whether ChatGPT, Google AI Overviews and Perplexity name your firm. We promise no rankings.
See law firm SEO and AI search, or start with our guide to SEO for solicitors.
Website: law firm website design
Your firm's own site on its own domain, with enquiry forms that feed your CRM. It also carries what the SRA Transparency Rules ask for. That is complaints details for every firm, and prices for listed services such as residential conveyancing, uncontested probate and immigration applications.
See law firm website design, or check your pages against our SRA Transparency Rules checklist.
Intake: CRM setup and enquiry flow
We set up or fix the CRM your firm already runs, from first enquiry to signed client care letter. It fits a firm whose enquiries arrive but don't turn into instructions.
Conveyancing firms have their own version: each quote goes out with a personalised email within seconds, then a branded brochure and a text message. A CRM amends and resends it, and leads who haven't instructed get six months of follow-up emails. Your firm owns it. See conveyancing quote software.
Answering: AI and automation
AI agents answer when your team can't. They say they are an AI at the start of every call and chat, ask your screening questions and book a call. Automations log, route and chase each enquiry.
People: remote intake and admin staff
People who answer and log enquiries and chase paperwork. Your firm stays accountable, and staff give no advice.
Is there a version for conveyancing firms?
Yes. Conveyancing has its own page, its own quote software and seven guides, because its numbers are different from other practice areas.
Our conveyancing marketing services page works out what each source of quote requests earns once you've paid for it. It has a calculator and a worked example, and seven guides sit beneath it:
Which service should your firm start with?
Start where instructions are lost. If too few enquiries arrive, start with ads or local search.
| Where enquiries are lost | Start with |
|---|---|
| The phone doesn't ring enough | PPC management for solicitors: Google Ads and Meta ads |
| People can't find you on the map, or AI tools name other firms | Local SEO and AI search |
| Enquiries arrive but don't turn into instructions | Intake and CRM |
| Quote requests wait too long for a reply | Conveyancing quote software |
| Enquiries wait overnight or in a shared inbox | AI and automation |
| People visit your site but few enquire | Law firm website design |
| Nobody is free to answer and follow up | Remote intake and admin staff |
Tell us on the call where enquiries stall, and we'll say plainly whether we can help.
Who we serve
The services stay the same. What changes by practice area is the rules, the fee model and how an enquiry should be handled.
How we work with your firm
The first conversation is free, and we reply within one working day.
The SRA issued a warning notice on marketing to the public on 19 December 2024. It says its publicity standard "also includes any marketing material used by third parties that you work with".[1] So nothing is built, published or sent until your firm signs it off.
- Every lead stays exclusive to your firm. We don't buy, sell or share leads.
- Ad accounts and pages are set up in your firm's name, and your firm owns them.
If you want leads from a shared pool, we're not the right fit.
Comparing legal marketing agencies? Our guide to choosing a legal marketing agency lists the questions to ask any of them, us included.
Questions solicitors ask about law firm marketing
What does law firm marketing include?
It is the work that gets a solicitors firm found, answered and instructed. That means ads, search, a website, intake and CRM, and staff to answer enquiries.
Is law firm digital marketing different from law firm marketing?
Mostly not. Law firm digital marketing is the online part: ads, search, your website, and how enquiries are answered and followed up. Referrals, PR and events are marketing too, but we don't do them.
Do you sell leads?
No. Every lead stays exclusive to your firm. We don't buy, sell or share leads with anyone.
Do you work with firms in Scotland or Northern Ireland?
This page is written for SRA-regulated firms in England and Wales. Scotland and Northern Ireland have different regulators, so bring your firm to a call and we'll say plainly whether we can help.
Guides for solicitors firms
Guides on the rules and choices worth knowing before you spend on marketing.
Sources
- Solicitors Regulation Authority, "Marketing your services to members of the public", warning notice, 19 December 2024, sra.org.uk/solicitors/guidance/marketing-public. Checked 8 October 2026. Regulator.
Tell us where enquiries stall.
Book an intro callNaelar is not a law firm and doesn't give legal advice. Your firm stays responsible for its own SRA compliance and reviews material before it's published or sent.