The conveyancing industry is highly competitive, with firms vying for a share of the market in both residential and commercial property transactions. If your law firm offers conveyancing services, generating more conveyancing enquiries and converting them into clients is vital for growth. Whether you are a small practice or part of a larger firm, implementing a robust marketing strategy can help you stay ahead of the competition, attract more clients, and boost profitability. This detailed guide covers proven strategies to increase your conveyancing work and build a sustainable pipeline of enquiries.
Key Takeaways
- Focus on Local SEO: Optimise your website for location-specific keywords and ensure your Google My Business profile is updated for better local visibility.
- Leverage PPC advertising: Use targeted keywords and geo-targeting to maximise the impact of paid ads in attracting conveyancing clients.
- Build referral networks: Partner with estate agents and mortgage brokers to generate consistent, high-quality referrals.
- Content marketing for lead generation: Create valuable resources that address client concerns and use email campaigns to nurture leads.
1. Optimise Your Website for SEO
Your website acts as your digital storefront, and in today’s digital-first world, your online presence can make or break your business. Ensuring your website ranks high on search engines for relevant conveyancing-related queries is crucial for visibility. Here’s how to optimise your site for maximum impact:
- Focus on Local SEO: Conveyancing services are inherently local, and potential clients typically search for firms near them. Keywords like “conveyancing solicitors in [city]” or “conveyancing services near me” should be integrated throughout your website, including in titles, meta descriptions, and body content. Google rewards businesses with strong local relevance, so it’s vital to claim your Google My Business (GMB) listing and keep it updated with accurate information (address, business hours, and services).
- Build Content Around Client Queries: Your website should act as a resource hub for potential clients. Create blog posts, FAQs, and guides that address common concerns, such as “What is the average cost of conveyancing?” or “How long does the conveyancing process take?”. Answering these queries not only helps with SEO but also positions your firm as a helpful, knowledgeable resource, encouraging visitors to make contact.
- Ensure Mobile Optimisation: A significant number of searches for legal services come from mobile devices. If your website is not optimised for mobile, you’re likely losing potential clients. Ensure that your site is responsive (meaning it adapts to different screen sizes), loads quickly, and offers easy navigation, particularly around key conversion points like contact forms and service pages.
2. Leverage Pay-Per-Click (PPC) Advertising
PPC is an excellent short-term strategy to increase your conveyancing enquiries quickly. Unlike organic SEO, which takes time to gain traction, PPC allows you to appear at the top of search results immediately, provided you’re willing to invest in ads.
- Target High-Intent Keywords: When setting up a PPC campaign, focus on keywords that indicate immediate intent, such as “buying a house conveyancing solicitor” or “affordable conveyancing quotes.” These keywords often have high competition, but they attract clients who are ready to engage and are further along in the decision-making process.
- Use Geo-Targeting to Maximise Budget: Since conveyancing is a local service, geo-targeting your ads can help you reach potential clients in your area while maximising your budget. Ensure your ads only display in the cities, towns, or regions where your firm operates.
- Utilise Ad Extensions to Increase Click-Through Rates: Google Ads allows you to add extensions to your ads, such as contact information, sitelinks, and even review snippets. These extensions provide additional context, build trust, and increase click-through rates (CTR). More clicks equal more potential enquiries.
- Monitor and Adjust Regularly: PPC campaigns require constant monitoring and adjustment. Pay close attention to your cost-per-click (CPC), conversion rates, and return on investment (ROI). Optimise your ads by A/B testing different headlines, calls to action (CTAs), and targeting parameters to see what resonates most with your audience.
3. Use Local Search Ads for Hyper-Targeted Reach
Google’s local search ads are another fantastic way to ensure your firm is highly visible to nearby prospects. These ads appear when users search for services near their location, making them ideal for conveyancing solicitors.
- Optimise Your Google My Business (GMB) Profile: Ensure your GMB listing is fully optimised with accurate contact details, photos, and business hours. Having a complete profile increases your chances of appearing in the local pack—the top three businesses Google showcases for local searches.
- Encourage Positive Reviews: Positive reviews not only boost your firm’s credibility but also improve your ranking in local search results. After completing a conveyancing transaction, kindly ask your satisfied clients to leave a review. The more five-star reviews you receive, the more likely potential clients are to trust your firm.
4. Build a Strong Online Reputation
In a highly competitive field like conveyancing, online reputation is critical. Prospective clients are far more likely to engage with firms that have positive reviews and client testimonials. It’s not just about getting your name out there but about building a brand people can trust.
- Highlight Client Testimonials and Case Studies: Displaying testimonials and success stories on your website is a powerful way to establish trust. Consider creating a dedicated page for client reviews or featuring short snippets on your homepage or service pages.
- Respond to Reviews—Good and Bad: Engaging with both positive and negative reviews shows that you care about client satisfaction. Thank clients for positive feedback and professionally address any negative comments, offering to resolve the issue. This level of engagement reflects positively on your firm’s commitment to customer service.
5. Build and Maintain Referral Networks
Referrals are one of the most reliable ways to gain new clients. Most people trust personal recommendations, and conveyancing, in particular, often benefits from strong professional referral networks.
- Partner with Local Estate Agents: Estate agents are directly involved in the property buying and selling process and often refer clients to conveyancing solicitors. Cultivating strong relationships with estate agents can lead to a steady stream of high-quality referrals.
- Collaborate with Mortgage Brokers: Like estate agents, mortgage brokers interact with clients who are actively buying or selling property. Establish a partnership where both parties benefit from referring clients to one another, creating a win-win situation.
- Develop a Client Referral Programme: Offer incentives for existing clients who refer your services to their friends or family. Discounts on future legal services or small gift cards can encourage satisfied clients to spread the word about your firm.
6. Implement Content Marketing and Lead Generation Strategies
Content marketing is a long-term strategy that builds authority and attracts potential clients by offering valuable information. When combined with lead generation tactics, it becomes a powerful tool for converting website visitors into enquiries.
- Create High-Value Downloadable Resources: Offer free guides or ebooks in exchange for contact details. For instance, a downloadable guide titled “Understanding the Conveyancing Process: What Every Homebuyer Should Know” can serve as a lead magnet, capturing client details while showcasing your expertise.
- Nurture Leads Through Email Campaigns: Once you’ve collected email addresses through your website or lead magnets, follow up with targeted email campaigns. Send helpful tips, updates on property market trends, and reminders about the next steps in the conveyancing process. By staying top-of-mind, your firm is more likely to be the one they choose when they’re ready to engage a solicitor.
7. Maximise Your Social Media Presence
Social media can be a powerful tool for conveyancing firms, especially when used strategically. It allows you to reach potential clients where they spend a significant amount of their time and offers a platform for engagement and education.
- Run Targeted Ads on Social Platforms: Facebook and LinkedIn offer advanced targeting options based on location, demographic, and interests. Run ads that promote your conveyancing services to specific groups, such as first-time homebuyers or people looking to move.
- Share Engaging and Educational Content: Use social media to post tips, how-to guides, and checklists related to the conveyancing process. For example, “5 Things to Know Before Buying Your First Home” can attract engagement and shares, increasing your reach.
8. Is PPC the Best Approach for Conveyancing Enquiries?
While PPC can deliver quick wins, it’s essential to understand how it fits within your broader marketing strategy. Relying solely on PPC can become costly, particularly in highly competitive markets, but it’s a great short-term strategy for generating enquiries.
- Advantages of PPC: It offers immediate visibility, granular targeting, and measurable results. PPC is ideal if you want fast results and are willing to invest in ads.
- Disadvantages of PPC: The cost can rise quickly, especially in competitive regions, and once you stop paying for ads, the leads stop coming. Unlike SEO, which builds long-term value, PPC requires ongoing investment to maintain visibility.
- Recommendation: Use PPC to complement your organic strategies like SEO, content marketing, and referral networks. By integrating short-term tactics like PPC with long-term strategies, you’ll create a steady flow of enquiries without overspending.
Conclusion: Implement a Comprehensive, Balanced Strategy
Attracting more conveyancing enquiries requires a multi-pronged approach. By combining short-term tactics such as PPC and local search ads with long-term strategies like SEO, content marketing, and referrals, you can create a sustainable flow of clients.
Consistency and adaptability are key. Regularly review your marketing performance, adjust your campaigns based on the data, and ensure that your firm is continuously optimising its efforts. By refining your strategies, your firm will remain competitive and poised for growth, consistently attracting new clients and building long-term success in the conveyancing market.
Remember, the goal is not just to get more conveyancing enquiries, but to convert those enquiries into satisfied clients who will recommend your services to others. By implementing these strategies and continuously refining your approach, you’ll be well-positioned to grow your conveyancing practice and thrive in today’s competitive legal market.
Looking to boost your firm’s visibility and generate more client enquiries? Discover our expert marketing services for law firms, tailored to drive growth through proven strategies and measurable results. Get started today!
Damian Reed is the Senior Marketing Manager at QualitySolicitors, where he specialises in fostering the growth of law firms through innovative marketing and lead generation strategies. With a wealth of experience spanning multiple industries, Damian leads a dedicated marketing team that provides tailored services to over 40 law firms. Passionate about marketing and committed to seeing firms thrive, Damian brings a unique blend of skills to his role. He is highly adept at brand building, lead generation, and campaign development, leveraging his expertise to drive impactful results in the legal sector.
