Law Firm SEO Reporting Built Around Enquiries
Affirmed's SEO reporting shows a law firm what search brings it each month: enquiries, their quality, and the searches and pages behind them, with clear next steps.
For firms whose reports are full of rankings and traffic but cannot say what SEO is doing.
Affirmed works only with solicitors, law firms and barristers' chambers.
What You Are Buying When You Buy SEO Reporting
This is not a tool stack or legal or data protection advice.
You are buying monthly reporting on the work and the signals that matter to the firm, from its own Google Analytics 4 (GA4) and Search Console data, with a plain view of what to do next.
SEO Reporting vs SEO Audits vs Technical SEO
| SEO reporting (this page) | SEO audits | Technical SEO | |
|---|---|---|---|
| The question it answers | What is search bringing the firm each month, and what should happen next? | Where does the site stand today, and what should the firm fix first? | Can search engines crawl, index and serve the site well? |
| How the firm's data is used | Monthly, from the firm's own GA4 and Search Console with read-only access, plus enquiry information the firm chooses to share | Once, in depth, from read-only access to the firm's analytics and Search Console | Crawl, speed and Search Console data, to find and confirm fixes |
| What the firm gets | Monthly reporting on the work, enquiries and enquiry quality, the searches and pages behind them, and next steps | A full review taken to page level with a prioritised roadmap | Reporting on what was fixed and what the crawl and speed data show |
Problems Affirmed Finds in Law Firm SEO Reporting
Rankings and Traffic, No Answers
Reports list positions and visits but never say whether the right people enquired. Affirmed reports on enquiries and what brought them.
Nobody Knows Whether Enquiry Forms Are Recorded
Forms were never set up as key events in GA4, count twice, or stopped after a site change. Affirmed checks and agrees fixes.
Numbers That Do Not Agree
GA4, Search Console and the firm's own enquiry count disagree. Affirmed agrees what counts as an enquiry and explains why the sources differ.
Lots of Enquiries for Work the Firm Does Not Do
Volume looks healthy; quality does not. With the firm's agreement, reporting draws on enquiry information it already holds to show whether search reaches the right people.
The Firm's Name Mixed In with the Work
Searches for the firm's name hide whether people find it for its work. Affirmed separates the two.
Promises Nobody Can Check
Past reports claimed instructions, matter values or a return nobody could verify. Affirmed reports what the data shows and what it cannot.
Accounts the Firm Does Not Control
Analytics or Search Console sits with a past agency or someone who has left. Affirmed asks the firm to hold its own accounts and grant read-only access.
Numbers That Moved and Nobody Knows Why
A rebuild, a new cookie banner or a consent change altered what analytics records. Affirmed notes such changes so the figures read fairly; rebuilds run with website migration SEO.
What Law Firm SEO Reporting Covers
| Area | What it covers |
|---|---|
| Measurement check | What GA4 and Search Console record now, whether enquiry forms are key events, and who holds the accounts. Affirmed works with the firm's marketing team and developers |
| Enquiries from search | Enquiry forms recorded as key events in GA4, read alongside organic search visits |
| Enquiry quality | With the firm's agreement, from enquiry information it already holds, such as whether an enquiry was for work it does. No client names or matter details needed |
| Searches and pages | Search Console clicks, impressions and search terms, landing pages, and searches for the firm's name kept apart from its work |
| The work | What was done that month and what changed on the site |
| Context | Site, consent and other changes that affect the figures, noted so they read fairly |
| Next steps | What to do next, in priority order |
| Monthly reporting | Monthly reporting on the work and the signals that matter to the firm. A custom dashboard in StoneGhost sits alongside the monthly report |
Not sure what the current reports are telling you?
Start with Affirmed's free law firm SEO audit. A senior team member reviews technical foundations, local visibility, trust signals and content against competitors. You receive a written report plus a recorded video walkthrough within 3 to 5 business days.
What SEO Reporting Can and Cannot Show
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It shows what search brings. Enquiries, their quality, and the searches and pages behind them. Website data shows enquiries, not what happens after them.
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The firm judges value with what it knows about its clients. Reports show the work, the enquiries and the searches.
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Analytics never sees everything. It records only what the firm's consent settings allow, and misses people who search and then ring. Reports read trends, not exact counts.
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The firm's data, the firm's decisions. The firm's cookie banner, consent settings and privacy notice decide what analytics can record. The firm stays responsible for them and for how its client data is used. Affirmed does not give legal or data protection advice.
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Next steps, not data dumps. Every report ends with what to do next.
When SEO Reporting Work Makes Sense for a Law Firm
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Reports show rankings and traffic. And partners still ask what SEO is doing.
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Nobody is sure the enquiry forms are recorded.
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GA4, Search Console and the firm's own enquiry count disagree.
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A past agency or a leaver set up analytics.
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A rebuild or a new cookie banner changed the numbers. And nobody knows why.
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The firm is starting SEO work. And wants reporting it can trust from the start.
A firm that wants a full one-off review first needs an SEO audit. A firm with several offices that wants reporting by office needs multi-location SEO.
How SEO Reporting Runs with Your Firm
Check
What GA4 and Search Console record, who holds the accounts, and read-only access.
Agree
What counts as an enquiry, which searches and pages matter, and what enquiry information the firm shares.
Report
Monthly reporting on the work and the signals that matter to the firm.
Act
Next steps agreed with the firm and fed into the work.
Where SEO Reporting Sits with the Rest of the Work
Monthly reporting is part of an Affirmed engagement. Work runs as a retainer, a project or both, with no contract tie-ins.
- A full one-off review of the site: SEO audits
- Crawl, index and speed fixes: technical SEO
- Reporting by office: multi-location SEO
- Each office's profile on Google: Google Business Profile optimisation
- The pages that bring enquiries: legal content strategy
- Rebuilds and domain moves: website migration SEO
SEO Reporting Questions from Partners and Marketing Leads
Can you show which enquiries became instructions?
Website data shows enquiries, not what happens after them. With the firm's agreement, reporting can draw on enquiry information the firm already holds.
How should partners judge the value of the work?
Reporting shows what the work did and what enquiries and searches show, so partners can judge value themselves.
What goes into a monthly report?
The work done, enquiries from search and their quality where the firm shares it, the searches and pages behind them, anything that changed the figures, and next steps.
What access do you need?
Read-only access to the firm's analytics and Search Console, where the firm grants it. The firm keeps its own accounts and approves any change to the site.
Do you use GA4 and Search Console?
Yes, the firm's own. GA4 records enquiries as key events; Search Console shows the searches and pages behind visits. Where setup is wrong, Affirmed works with the firm's marketing team and developers.
Can you track phone calls?
Tracking phone calls is not part of Affirmed's reporting. Where the firm already records how callers found it, that can be included with its agreement.
Our cookie banner means analytics misses some visits. Is that a problem?
It is expected. Analytics only records what the firm's consent settings allow, so reports read trends. The firm decides those settings and its privacy notice and stays responsible for them; Affirmed does not give legal advice.
Do you need our client data?
No client names or matter details are needed. Any enquiry information used is agreed first, and the firm stays responsible for how its client data is used.
How much does SEO reporting cost?
Reporting comes with the SEO work rather than as a separate product, and the fee depends on the work the firm needs. See pricing.
How do we start?
Start with the free law firm SEO audit. To talk about reporting first, contact Affirmed.
Reporting You Can Read and Act On
If the reports show rankings and traffic but nobody can say what search brings the firm, start with a clear first view. Nothing changes until the firm approves it.
Written report
A written report
Recorded video
A recorded video
3 to 5 business days
Within 3 to 5 business days
Senior team member
A senior team member reviews the site