it is wrong to suggest that solicitors who take on a "no win no fee" case are not "proper solicitors". I myself have done jobs on a "no win no fee" basis for various reasons. Does not make me any less of a lawyer.
Mostly the case will be backed by an insurance policy which will pay out on your costs and the other sides if you lose. However, if you are successful generally, the other side pay. Personally, I think this is a good way of enabling people who could not otherwise afford to go to court to do so.