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SEO Services For Family Law Firms

Generating new clients by ranking first in Google organic search.

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It’s incredibly competitive to get new clients in the family law space.

There’s more and more competitors by the day, and the firms at the top of the market are willing to spend whatever it takes to suppress your law firm from getting leads.

As a family lawyer, there’s no shortage of ways to market your firm: creating video content, social media marketing, radio / TV / billboards, advertising…

They all can work – but there’s one marketing tactic that’s a clear winner for family lawyers: search engine optimization.

You’ve probably SEO before, and it didn’t work – it was slow, expensive and didn’t produce meaningful results.

SEO is in constant flux – if you (or your agency) are not on top of the changes, you’re guaranteed to fail.

But if you deploy the strategy, you can double, triple, or even quadruple your leads, guaranteed.


The Blended SEO Approach for Family Lawyers

We’ve helped family law firms rank higher in Google for over 10 years.

Our approach to SEO drives results because we focus on multiple parts of Google (aka a “blended” approach).

For example, when you search for “divorce attorney near me” you will see multiple types of results:


Most family law SEO approaches fail to get results because their strategy is only focused on one pocket of search engines. If you don’t focus on optimizing for all of Google, then you won’t cast a wide enough net to get attention.

In order to get results that end up in leads, you need to optimize your website to show up in all areas of Google.

Our “Blended” strategy targets multiple areas of Google (local, content, ads), which is the only way to pick up rankings that lead to actual business results.


Has This SEO Strategy Worked?

As a family lawyer, you’re used to getting overpromised and under-delivered when it comes to SEO.

Here are a few case studies from recent law firm clients who are getting more leads because of our SEO services.

Gumprecht Law


Chambers Law

  • Hartford based Personal Injury Law firm
  • Inbound phone calls increased from 456 to 630 over 3 month period


SEO Services That Will Help Your Family Law Firm

Out of all the lead generation tactics at your disposal, SEO is by far the most impactful for family law firms.

There’s nothing more powerful thank ranking on top of Google when prospective clients are seeking your services.

While Local Service Ads and Google Ads appear at the top of the Search Engine Results Page (SERP), many individuals today recognize these as paid placements and often choose to bypass the ads section in favor of what they perceive as the most reliable, unbiased, and earned spots – namely, the organic results.

  • Attract more traffic and leads (which increase over time) – Google Ads can serve as a significant source of traffic, but keywords related to family law can be costly, requiring ongoing investment each month to maintain lead flow. SEO, conversely, offers traffic that doesn’t come with a direct cost per visit. While it necessitates investment in the right strategies to reach the top of Google, securing that position means Google effectively provides you with free traffic and potential leads around the clock.
  • Establish trust and authority in your field – Organic search results are generally viewed as more credible and genuine by users, as they are not the result of financial outlay. The Google Business Profile enhances your firm’s legitimacy by displaying reviews, photos, and business hours, making it easier for potential clients to call or message directly from the SERP without navigating to your website.
  • Achieve a positive return on investment – Although SEO is highly competitive, it proves to be more cost-effective than Pay-Per-Click (PPC) advertising in the long term. Large firms may have extensive budgets for Ads, inflating the costs. However, with SEO, outspending larger competitors isn’t necessary; a smarter SEO strategy suffices. It’s often observed that top-ranking pages in organic search may lack content, have no backlinks, or haven’t been updated for years, presenting an opportunity for your firm to surpass them.

Want More Free Leads From Google?


How Our “Blended” Approach to SEO Works

Our “blended” search strategy is crafted to enhance your visibility and rankings within your local market.

Many agencies fall short in delivering outcomes due to their narrow focus on limited sections of the search engine result pages. In contrast, we seize every available opportunity to ensure your law firm attracts high-quality leads:

Technical SEO and website optimizations

Google prioritizes ranking websites that are straightforward and user-friendly, highlighting the importance of your website’s technical aspects being finely tuned. Here are several key areas we assess and optimize for you:

  • Website Speed: Quick load times not only enhance user satisfaction but can also boost your rankings. Techniques such as image optimization, utilizing browser caching, and reducing code bulk are effective in accelerating your website.
  • Mobile-Friendliness: Given the surge in mobile browsing, a website that adapts seamlessly to mobile devices is essential. Google employs a mobile-first indexing approach, which means it primarily considers the mobile version of a site for indexing and ranking purposes.
  • Clean and Structured Code: A website structured with clean, well-organized HTML and CSS code aids search engines in more efficiently crawling and interpreting your site’s content. Employing correct heading tags (H1, H2, etc.) and semantic HTML is advisable.
  • Structured Data Markup: Known as schema markup, this coding on your website assists search engines in delivering more detailed results to users, potentially enhancing your listings with additional information (such as reviews and event details).
  • Broken Links and Redirects: A high number of broken links can indicate a poorly maintained site. Correctly implementing 301 redirects can effectively transfer link equity to a new URL, mitigating any negative impacts.
  • Page Titles and Meta Descriptions: Crafting unique and descriptive page titles and meta descriptions is vital since they are displayed in search results. They should closely reflect the page’s content and incorporate primary keywords.

Local SEO

To achieve a ranking within the local “Maps pack,” specific additional optimizations are required:

  • Google Business Profile (GBP) Optimization: It’s critical to claim and refine your Google Business Profile listing. This involves verifying that your business name, address, and phone number (NAP) are uniform across all online platforms, alongside including a comprehensive description, hours of operation, and images.
  • Local Business Schema Markup: Applying structured data (schema markup) for local businesses aids search engines in recognizing your business’s relevance to the local community. This can encompass details such as your physical address, contact info, and type of business.
  • Online Reviews and Ratings: Motivate your clients to post reviews on your Google My Business profile and other pertinent platforms. Actively responding to all reviews, whether positive or negative, enhances your visibility and attractiveness to prospective clients.
  • Local Link Building: Establishing links with local businesses, directories, and events bolsters your local online presence. These local backlinks demonstrate to search engines the significance and authority of your website in your geographical area.
  • Localized Content: Developing content tailored to local audiences, such as articles on local happenings, news, or activities, benefits SEO and positions your business as an integral part of the local community.

Content writing & publishing

Each campaign kicks off with our proprietary Website Quality Audit. This comprehensive review provides us with crucial insights regarding the current state of your website’s content, identifies areas with the greatest potential, and highlights any quality concerns or errors that need to be rectified.

Leveraging this analysis, our team undertakes the following tasks:

  • Keyword Research: Our extensive keyword database is particularly tailored to the needs of divorce attorneys. We simply need to understand the types of cases you’re interested in handling and the geographic areas you serve.
  • On-page Optimization: We conduct a thorough review of all existing pages on the website. We then proceed to update or enhance meta tags, headings, content, and structured data on key pages for SEO effectiveness.
  • New Page Creation: After optimizing the current pages, we identify and create any missing pages essential for achieving SEO success. This includes pages for specific practice areas, supportive content, and blog entries.

Link acquisition from high authority legal domains

Links are crucial in SEO, acting as an endorsement from other sites regarding your credibility and reliability, which significantly influences your ranking within search engine algorithms.

In the context of local SEO, our strategy is to secure high-quality, locally relevant links that demonstrate to search engines the strong connection and significance of your business within the local community.

For optimizing local SEO, the most beneficial links are those from respected local businesses, pertinent websites, community and industry-specific directories, local news outlets, and also from local chambers of commerce or specialized associations.

The principle is straightforward: without links, your website will struggle to rank for your target keywords. However, it’s important to note that not all links are beneficial; some can do more harm than good.

Therefore, our approach is to focus on acquiring only those high-quality, impactful links that will significantly enhance your rankings.

Local Service Ads (LSAs)

In contrast to conventional Ads (PPC), which charge per click, Local Services Ads (LSAs) operate on a pay-per-lead basis, meaning you only incur costs for ads that result in direct engagement, such as calls or text messages.

These advertisements are positioned at the top of Google search results, offering unparalleled visibility. Additionally, earning the Google Guarantee badge, which is given to businesses that pass Google’s thorough screening and qualification checks, significantly boosts trust and assurance among prospective clients.

To achieve success with LSAs, it is crucial to uphold a stellar reputation via positive reviews, quick response times, and by keeping your business credentials up to date.

As a part of our SEO offerings, we assist our clients in getting verified and setting up their LSAs account at no extra charge.


Is your family law firm a fit?

Our SEO services are second to none, and because of that, we often turn away more leads than we accept.

We only take on a handful of new clients per month to ensure our services drive the results needed to make your law firm more money.

Our services are a great fit if you…

✔️ Are the CEO/Founder/executive of a family law / divorce law firm

✔️ Are currently doing more than $1m in revenue

✔️ Are willing to invest at least $4,000/month into lead generation and SEO services

✔️ Have a dedicated intake team and / or someone to answer the phones 24/7

✔️ Have a growth mindset and want to build a bigger law firm

✔️ Are committed to helping your clients get results

If that sounds like you, we’d love to have a conversation with you to see how we can help you generate more leads with SEO.

Book your free consultation here


Frequently Asked Questions

  • Can you really rank a family firm's website?

    In the highly competitive realm of family and divorce law, our approach is customized to both the unique aspects of each market and the specific needs of our clients. SEO operates on a principle of zero sum, meaning our real competition isn't Google, but rather other law firms vying for the same visibility. By understanding our position in relation to our competitors, we are able to devise a strategic action plan that clearly outlines the steps towards achieving success.

  • How long does it take to see results?

    The advantage of partnering with an agency focused on family law SEO is that we possess all the necessary data to make an immediate impact from day one. Our entire operational framework is designed specifically for the legal sector. Typically, our clients begin to notice an increase in traffic and leads within 30 to 60 days of initiating their collaboration with us.

  • How involved will I need to be?

    Our services were developed specifically for the busy attorney, recognizing that your time is precious and better utilized managing your law firm rather than delving into spreadsheets. Beyond our initial kickoff meeting, where we gather all necessary details about your practice upfront, your involvement is kept to a minimum. We provide monthly updates and offer the flexibility for you to schedule a virtual meeting whenever it suits you.

  • Is SEO better than PPC?

    SEO and PPC both serve as potent strategies for client acquisition, yet for many law firms, SEO proves to be the more practical choice, especially given the steep expenses associated with PPC in the personal injury domain. The cost per lead for PPC can range from $500 to $1,500, potentially accumulating to a bill exceeding $20,000 by month's end. Generally, we suggest opting for SEO if you have to choose between the two. Nonetheless, our goal is to enable your firm to confidently allocate resources to both strategies.


Most Legal Marketing Agencies Are Full Of 💩.

They're focused on "traffic", we are solely focused on generating new cases.

Most agencies are not fit to service law firms. Their strategies are out touch and they don’t understand the inner workings of your business.

I’ve worked with law firms for almost a decade, I know what you care about.

Not rankings, not traffic, not colorful charts and not even leads. New client cases. Our entire process is built with that goal in mind, which is why we’re so damn effective at what we do.

From the way we operate to the way we structure our contracts, we’re not here to bill you for busy work, we’re here to help you land big cases.