When someone searches “accountant near me” or “solicitor in St Albans”, they are usually not browsing out of curiosity. They have a problem, a deadline, or a decision to make. And they want help nearby.
That’s where local SEO comes in.
For law firms and accountancy practices, local search visibility can be one of the most reliable sources of new enquiries. Yet it’s also one of the most misunderstood. Many firms assume it’s highly technical or that it requires constant content churn. In reality, getting the basics right will put you ahead of a large percentage of your competitors.
This article explains what local SEO really is, why it matters, and where professional services firms should start.
What local SEO actually means
Local SEO is about helping your firm appear in search results when people look for services in a specific location.
This includes:
- Google’s map results
- Local organic search listings
- Searches that include town, city or “near me” phrases
For example, a search for “tax adviser in Guildford” or “commercial solicitor Hertfordshire”.
Unlike national SEO, local SEO is less about volume and more about relevance, trust and proximity. Google wants to show users firms that are credible, clearly located, and genuinely active in the area they serve.
Why local SEO matters for law firms and accountants
Most legal and accountancy services are still chosen locally. Even when meetings happen online, clients often prefer firms they perceive as nearby and accessible.
Local SEO helps you:
- Capture high-intent searches from people ready to enquire
- Reduce reliance on referrals alone
- Compete effectively with larger firms in your area
- Build visibility without ongoing ad spend
Importantly, local search traffic tends to convert well. These users are not casually researching.They are actively looking for help.
Start with your Google business profile
If you do nothing else, get this right first.
Your Google business profile is one of the strongest signals Google uses to decide whether to show your firm in local results.
At a minimum, you should ensure:
- Your firm name matches your website and other listings exactly
- Your address and phone number are correct
- Your primary and secondary categories are accurate
- Your opening hours are up to date
Beyond the basics, many firms miss opportunities by leaving their profile underdeveloped.
You should also:
- Add a clear, client-focused business description
- Upload professional photos of your office and team
- Post occasional updates or insights
- Actively collect and respond to reviews
A well-maintained profile signals that your firm is established, legitimate and engaged. All things Google values.
Make sure your website clearly shows where you operate
One of the most common local SEO mistakes professional services firms make is assuming Google will “figure out” where they work. It won’t. At least not reliably.
Your website should clearly state:
- Your office location(s)
- The areas you serve
- How clients can visit or contact you
This information should not be hidden in a footer alone. It should appear naturally across key pages, especially:
- Your homepage
- Contact page
- Service pages
If you serve multiple locations, it’s often worth creating dedicated location pages. These should not be thin or repetitive, but genuinely useful pages explaining how you support clients in that area.
Build location-specific service pages
Generic service pages limit your local visibility. For example, a page titled “Our accounting services” is far less effective than pages such as:
- Accountants for owner-managed businesses in Tunbridge Wells
- Tax advice for contractors in Surrey
- Commercial solicitors in North London
These pages help Google connect what you do with where you do it.
They also help prospects feel confident that you understand their local context, whether that’s regional industries, property markets, or business environments.
Don’t overlook reviews and reputation signals
Reviews play a bigger role in local SEO than many firms realise. They influence:
- Whether you appear in map results
- How prominently you are shown
- Whether someone clicks through to your website
For law firms and accountants, reviews don’t need to be frequent but they do need to be genuine and consistent. A simple, ethical approach works best:
- Ask satisfied clients at natural milestones
- Make it easy by sharing a direct review link
- Respond professionally to all reviews, positive or negative
Reviews reinforce trust not just with Google, but with potential clients comparing firms side by side.
Get started
Local SEO is not about gaming the algorithm or chasing quick wins. For law firms and accountants, it’s about clarity, credibility and consistency.
When your online presence clearly shows who you help, what you do, and where you do it, Google is more likely to put you in front of the right people. At the exact moment they are looking for support.
Start with the basics, focus on being genuinely helpful, and local visibility will follow.
