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For small law firms

When someone near you needs a solicitor, do they find your firm?

Nearly half of the people who use a legal service shop around first, and over half do in family matters. Most of those who are recommended a firm still look for more about it. Here is what an enquiry is worth, and what to check.

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What one enquiry is worth

These are the average fees firms charged individual clients in England and Wales in 2024. Your own fees will differ.

  • A standard will£316
  • A lasting power of attorney£529
  • Selling a freehold home£1,126
  • Help to obtain a grant of probate£1,334
  • Buying a freehold home£1,372
  • A divorce with children£1,977
  • A sale and a purchase together£2,370
  • Running a whole estate£3,570
  • A divorce, with assets in dispute£8,762
Average (mean) fee charged, England and Wales, 2024.

A will is a small fee beside probate: £1,334 for help with a grant, £3,570 for a whole estate. Conveyancing fees are £234 to £457 higher than in 2020, after inflation.

How clients choose a solicitor now

Past use and a recommendation are the most common reasons people give for choosing a firm. Most who are recommended one still look for more about it.

Who you are up against, and who is left

The number of regulated firms has fallen from 11,115 in August 2012 to 8,923 in August 2026.

  • Firms in August 201211,115
  • Firms in August 20268,923 (80%)
Solicitor firms regulated by the SRA, England and Wales. About 2,200 fewer in 14 years.

The SRA’s rules for your website

These matter twice: they are the law of your regulator, and they are what a client compares you on.

  • Prices are required for some work

    If you advertise any of these to individuals, you must publish price information: residential conveyancing, uncontested probate, immigration applications (not asylum), summary-only motoring offences in the magistrates’ court, and unfair or wrongful dismissal claims for employees at the Employment Tribunal. Three business services need it too: defending unfair or wrongful dismissal claims for an employer, debt recovery up to £100,000 and business premises licensing applications.

    SRA: Transparency Rules

  • What the price information must say

    The total cost, or the average or range; how you charge; who does the work and their experience; likely disbursements; whether VAT applies and how much; what is included and not, with key stages and timescales; and, for conditional fee or damages-based agreements, when the client may have to pay.

    SRA: Transparency Rules

  • Where it goes

    It must be clear, easy to find and in a prominent place on your website. A firm with no website must give it on request.

    SRA: Transparency Rules

  • Many firms fall short, and the SRA checks

    In the SRA’s 2023 review, only 42% of firms surveyed said they published everything the rules require. Its own spot checks found many firms that had declared themselves compliant were not meeting all the requirements.

    SRA: three-year review of the Transparency Rules

  • Everything on your site must be accurate

    Paragraph 8.8 of the Code of Conduct says publicity, website content included, must be accurate and not misleading. It covers statements about charges.

    SRA: guidance on marketing and publicity

We don’t check these rules for you. Read them on the SRA’s site, and check your own pages against them.

Five minutes on your own phone

You can see most of what a new client sees without anyone’s help.

  • Search for yourself

    On your phone, search for your main work and your town: “family solicitor”, “wills”, “conveyancing”. Note who is above you and whether they show a price.

  • Read your own price page

    Is the price of what you advertise on your site, in a prominent place, with what is and is not included? Compare it with the list of what it must say, above.

  • Open your Google listing

    Check your hours, services and photos. Count reviews and look at the date of the newest. Are they answered?

  • Ask ChatGPT, three times

    Ask “Which family solicitor in your town should I choose?” three separate times. Answers vary, so count how often your firm is named.

  • Make an enquiry yourself

    Fill in your own contact form at six in the evening. How long until you get an answer?

Or let us do it: type your website address into the free check, and the report shows who comes up above you, whether ChatGPT names you, and what is holding your site back. Run the free check.

What we do about it, for a firm

We check your website every week, tell you in plain English what is costing you enquiries, and make the fixes you say yes to. We also check each month what ChatGPT says about you.

Nothing changes without your yes. We never promise a place on Google, or that ChatGPT will name you. How it works · Pricing

Start with a free check.

See what’s holding your site back, and whether ChatGPT names you, in a minute or two. Then we can look after it for you: £49 a month + VAT at 20% for our first 20 customers, fixed for a year.

Check my site, freeLook after my site
Where these numbers come from

Each figure was checked against the page named beside it on 14 October 2026. Where a company paid for a survey, the page says so. These are published figures, not ours: we show our own once we have checked enough sites.