The wrong name violates SRA regulations and blocks your practicing certificate. "Smith & Associates" when you're solo is misleading and can cost you your license.
Partner Names = Traditional
Smith & Jones Solicitors. Still dominates UK legal market. Signals experience.
Branded Names = Modern
Irwin Mitchell, Slater Gordon. Works for consumer-facing law (personal injury, family).
Area of Law in Name?
Only if you're 100% specialized. "Immigration Solicitors Ltd" limits future practice areas.
Avoid "Associates" If Solo
"Smith & Associates" when it's just you = misleading. Risky.
Check SRA Regulations
Solicitors Regulation Authority has rules on misleading names. Review before registering.
Geographic Limitation
"London Law" works if you never want to open Manchester office.