Ask an assistant what conveyancing costs and it will tell you, with figures, citing firms by name. Every one of those firms published clear pricing on a normal web page. Most other firms published theirs too, because the SRA made them, and then buried it in a PDF where neither a client nor a crawler will ever find it.
The Transparency Rules accidentally produced the most citable content format in professional services and the profession filed it as a compliance chore. Unburying it is often the first thing we do, and it is the rare piece of work that satisfies the regulator, the comparison shopper and the machine at the same time.
Why visibility became survival economics
Watch: can AI see your firm?
Under a minute on the shift from search results to answers, and what decides who gets cited.
Around 63 per cent of clients now find their solicitor through search, most compare several firms and many contact more than one at once. At the same time the number of SRA-regulated firms in England and Wales has fallen below 9,000, more than a thousand down since 2020. The work is consolidating into the firms people can find, and the firms disappearing are rarely the worst lawyers.
Referrals are not the shelter they were, either. A recommended firm gets checked online before the client rings, and a thin site with three reviews leaks the instruction to whoever looks more substantial.
What we do
Transparency pages rebuilt as proper on-page content, structured so both clients and assistants can use them. Practice-area content written by named solicitors, with photographs and SRA numbers, because E-E-A-T applies to law more than almost any sector and anonymous legal content is worth very little to anybody. Local visibility per office. Paid search budgeted by practice-area economics, since conveyancing clicks and private client clicks behave like different products and one blended budget wastes half of itself.
Underneath all of it, the entity work that lets an assistant understand that your firm exists, what it is regulated to do and which of your people are the actual experts.
Questions firms ask
Does this make us compliant with the Transparency Rules?
We build the pages to publish what the rules require, in a format that also converts and gets cited. Signing off compliance remains your COLP's job and we work alongside them happily; we are marketers who read the rules, not a substitute for the person accountable for them.
Our work comes from referrals. Why bother?
Because the referral now ends in a search. Visibility mostly defends the base you already have, and adds to it second. Firms that discover this after the decline has started find it a long way back.
Can a small high-street firm compete with the nationals?
Not on volume, and it does not need to. A dozen genuinely local, genuinely expert pages, one per service per named solicitor, will win a catchment that a national brand services from three counties away. Specificity is the small firm's structural advantage.
Will AI answers send us unqualified enquiries?
Generally the opposite. Someone arriving from an assistant has usually had costs and process explained already, which filters out the price-shocked and produces better first calls than most paid channels.
The full guide is free, including the transparency analysis. If your firm does excellent work too few people can find, tell us your practice areas.