Solicitor marketing in Dublin, where general practice struggles.
Dublin has the deepest concentration of legal firms in the country, and the ones winning online are rarely the general practices. They are the firms that are visibly the specialist in one area, because that is how people search.
Somebody does not look for a solicitor. They look for help with a separation, a house purchase, an estate, or a dispute with an employer, and the firm that appears to do that specific thing wins the enquiry.
Specialisation beats breadth in search
A page listing eleven practice areas ranks for none of them properly and convinces nobody that you are the right choice for any single one.
A firm that does all eleven can still present them as eleven separate, substantial pages, each written for the person with that specific problem. That is the difference between a brochure and something that actually gets found.
This is the most common structural weakness in Dublin legal websites, and it is entirely fixable without changing what the firm does.
Commercial work is a relationship, not a search
Corporate and commercial instructions come from accountants, brokers, other firms and existing clients. They rarely come from an advertisement.
What the website does there is confirm a decision somebody has already been nudged towards. It needs to look like the firm the referrer said it was — which means substance, named people and real credentials rather than a stock photograph of a handshake.
The restricted area is not the whole business
Irish law limits how firms may advertise services relating to personal injuries, and that rules out a category many firms would otherwise lead with.
It does not touch conveyancing, probate, wills, family, employment or commercial work, and those are where the searchable demand actually sits. A Dublin firm that builds its marketing around them is not constrained in any meaningful way.
Clicks are expensive, so the follow-through has to work
Legal search terms in Dublin are among the dearest in any sector. Paying for them and then taking three days to respond is the most expensive habit in the profession.
Before increasing spend, find out what currently happens to an enquiry that arrives at five on a Friday. In most firms the answer explains the conversion rate.
Built around where you actually travel.
- Dublin city
- Rathmines
- Ranelagh
- Blackrock
- Dún Laoghaire
- Clontarf
- Swords
- Castleknock
- Tallaght
- Lucan
- Malahide
- Terenure
Questions from Dublin solicitors
Because people search for a specific problem, not for a solicitor. A page listing eleven practice areas ranks for none of them properly.
Yes, by presenting each area as its own substantial page written for the person with that problem. It changes the marketing, not the firm.
Only in one category. Conveyancing, probate, wills, family, employment and commercial work are where the searchable demand is, and none of it is affected.
A flat monthly fee with everything included, or a second tier with the other channel and a new website. Month to month, no setup fee, and ad spend goes directly to the platforms from your own account. Ask on a call and we will give you the numbers.