SEO For Family Law: We Will Drastically Boost Your Number Of Clients

We will drive top keyword rankings, website traffic and new clients to your law firm. Whether you operate on a flat fee or per hour billing model, you’ll appreciate having a website that works hard for you 24/7/365. Contact us today to get started, or keep reading this case study about how we helped Olivia grow her solo law firm so quickly that she hired full time support staff, increased her pricing and switched from free, to paid consultations just to keep up with the rapidly growing case load.

Domain Authority217
Monthly Visitors2408,000
Keyword Rankings806,400
Number of Pages/Posts540
Conversion RateN/A3%
Bounce Rate88%63%
Avg. Session Duration0:422:14
Avg. Content Scores9/10086/100
SEO for family law before and after SEO case study

Olivia saw some content we posted on a Law Firm Reddit group and reached out to us through a Reddit private message for help. She was employed at a law firm and wanted to go solo. We would be building her website from scratch, then doing ongoing SEO for her family law practice.

We did some preliminary keyword research to figure out how many people were actually searching for a family law practice in her target city, in this case Miami Florida.

Olivia gave us the go ahead a few weeks later and we started working on her new website. We agreed on a clean, simple templated WordPress design that was easy to setup and maintain. We also agreed on a list of pages and blog topics that we would produce, including custom photos. She would help us to edit the content before we posted it on her site for everyone to see because of the legal nature of the content.

It took us about one month to put the new website up and continued with ongoing monthly SEO. The to-do list for this is ultra massive, but to summarize we did 150-200 different tasks over the course of 12 months, while concurrently writing brilliant blog articles (highly optimized) about her services, and including plenty of custom photos (and sometimes custom video).

Her keyword rankings started moving up quickly and she surpassed her initial revenue goal faster than expected. The project worked very well and she’s happy.

SEO For Family Law
There are well over 1,600 people per month searching for “family lawyer Miami” from all over the world. Some of those people would become Olivia’s clients each month.

If you prefer to do it yourself instead of hiring us, keep reading because we’ll share all kinds of great advice in this post.

In the competitive realm of family law, appearing at the top of search results is not just about visibility — it’s about being the primary choice for clients in distress. SEO for your family law practice offers a strategic advantage, aligning your firm with the needs of your audience at the precise moment they require legal guidance, this leads to a higher conversion rate, less wasted time for you and your potential client.

It’s about being relevant, trusted, and accessible, and we can achieve this with a well developed website. In this case study, learn how sophisticated SEO techniques specifically tailored for family lawyers can increase your online visibility and captivate the attention of potential clients who will actually pay your fees instead of wasting your time. Olivia no longer has to waste countless wasted hours on tire kickers who won’t hire her, instead her website does all of the heavy lifting (when it comes to sales) so by the time someone contacts her law firm, they already want to hire and pay her, without her giving a sales pitch.

SEO For Family Law
There are all kinds of keywords people search when looking for a family lawyer, so we made sure to cover as many of them as possible on Olivia’s website.

Law Firm SEO Key Takeaways

  • Effective SEO for family law firms is essential for enhancing visibility, increasing potential client engagement, and improving profitability through better leads, conversion rates, and cost savings over traditional advertising.
  • Local SEO is particularly critical for family law attorneys, involving tactics like optimizing Google Business Profiles, leveraging local keywords, and encouraging client testimonials and reviews from past clients to attract individuals seeking legal services in your service area.
  • On-page SEO, technical SEO improvements, authoritative backlinks, and regular monitoring and analytics are fundamental for maintaining and improving a family law firm’s search rankings and user engagement.
  • It makes more logical sense to have a highly optimized website before spending time on Google Ads, this makes Google ads much more effective and less expensive. In Olivia’s case, her website does so well in organic search results that as of this writing she has no need for ad spend.

Understanding the Importance of SEO for Family Law Firms

SEO For Family Law
There are over 600 people monthly who search for a “family attorney Miami” and related phrases, so we wanted to cover those keywords also.

The legal industry is a crowded marketplace, and family law is no exception. With countless firms vying for the same client base, standing out from the crowd is a necessity, not a luxury. This is where SEO comes into play. A well-implemented custom SEO strategy from Overflow Cafe (that’s us) can enhance your family lawyer firm’s online visibility, making it easier for potential clients to find you when they search for family law services.

But the benefits of SEO for family law firms extend beyond mere visibility. Effective SEO can help attract more clients by optimizing your firm’s website, creating valuable content, and targeting relevant keywords. Moreover, SEO offers potential financial advantages for family law websites, such as increased leads, improved conversion rates, and ultimately, augmented revenue for your family law firm websites itself.

Simply put, search engine optimization (SEO) is more than just promoting your firm’s name—it’s about making sure your firm is visible to potential clients when they actually need your services.

SEO For Family Law
Over 1,700 people each month (worldwide) were searching for a divorce lawyer in Miami, this is one of the services Olivia’s new firm offers and so we wanted to cover this topic also. As you can see, the SEO workload is huge.

The Competitive Nature of Family Law Services

Family law is a fiercely competitive field, and achieving high rankings on search engine results and online directories related to family lawyers, can have a significant impact on your firm’s success. Higher rankings enhance your firm’s online visibility, attract a larger pool of potential clients, generate higher-quality leads, and establish your firm as a trusted authority in the field of family law. However, the journey to the top of search engine rankings is fraught with challenges, and family lawyers need to be strategic in their search engine optimization approach.

We frequently receive inquiries from lawyers who want to start their own firm one day, and they have no idea how hard it is to actually gain top keyword rankings and website traffic. SEO is extremely hard, it requires hundreds of hours of ongoing work. Not just lots of work, but the work has to be done by a skilled professional like us. Go ahead and hire a cheaper person from one of those other websites and suffer the consequences, in the end it will cost you more to get everything fixed up, and by then your competitors will eat you alive.

Law firms often encounter obstacles in digital marketing such as lack of technological expertise, lack of time and the task of engaging and retaining clients in a competitive online environment. That’s where standing out in online listings and search engines comes in. Appearing prominently on search engine like Google, Bing and even Yahoo (yes, people still use Yahoo lol) results signals reliability, making clients more likely to trust your firm. In addition, it offers a higher return on investment compared to traditional advertising methods and increases visibility, thereby generating higher-quality leads.

Given the intense competition in family law, it’s vital that family law firms distinguish themselves online and secure high positions on search engine results pages.

SEO For Family Law
We built all of Olivia’s website pages and blog content around useful topics that people were actually searching for instead of random ideas, this achieved faster progress than expected.

Benefits of SEO for Family Law Firm Practices

SEO offers a plethora of benefits for family law practices. For starters, it enhances online visibility by ensuring that your firm appears in search results for relevant queries. This targeted visibility means that your firm is more likely to be seen by potential clients who are actively searching for family law services. But the benefits of SEO for your family law practices and topics don’t stop at visibility.

Targeted reach, for instance, is another significant benefit of SEO. By utilizing specific keywords that are related to your actual audience instead of untargeted keywords, SEO can attract individuals who are more likely to become your clients due to their interest in your firm’s legal services alone. More importantly, SEO offers cost-efficiency benefits over traditional advertising. By targeting individuals already interested in family law services, SEO reduces the cost per acquisition. Additionally, unlike Google Ads, SEO does not require ongoing payments, leading to long-term cost savings and a high return on investment for your own legal practice.

Crafting a Local SEO Strategy for Family Law Attorneys

SEO For Family Law
As you can see, Olivia’s website has a strong uptrend in keyword ranking and website traffic. Most importantly, her revenue is up exponentially and will continue to rise.

While general SEO tactics are essential in enhancing your online presence, local SEO strategies hold particular importance for family law attorneys. After all, when individuals require family law services, they’re likely to do local searches in online directories to seek a legal professional in their immediate area.

Local SEO strategies for family law attorneys include:

  • Optimizing your Google Business Profile
  • Leveraging local keywords
  • Creating location-specific content
  • Building local citations and backlinks
  • Encouraging online reviews from local clients

By doing keyword research and implementing these strategies, you can effectively target the community you serve with keyword research and increase your visibility in location-specific searches.

The inclusion of local keywords is vital to the local SEO strategy of a family law attorney. By prominently featuring in location-specific searches, you can effectively target the community you serve. For instance, using local listings for keywords like “divorce attorneys in Miami” or “custody and child custody lawyer in New York” or “divorce law firm” or “child support” or “child custody laws” and other family law topics can help potential divorce attorneys and clients in those specific areas find your firm when they search for these services. Paired with an optimized Google Business Profile, these strategies can significantly enhance your firm’s local SEO presence, attracting more local clients through organic search traffic.

SEO For Family Law
Each page and blog post was carefully crafted with the potential client in mind, we created highly optimized, extremely useful pages and blog posts that captivated the users attention and turned them into paying clients.

Optimizing Your Google Business Profile

A Google Business Profile is essentially your business’s listing on the Google search front. It’s what allows your firm to show up in local organic search results and Google Maps. Optimizing this profile can have a substantial impact on your firm’s local SEO presence by:

  • Increasing search visibility in local search results
  • Enhancing keyword rankings in local search results
  • Reinforcing your brand name
  • Building trust with potential clients
  • Providing new clients with valuable information about your firm.

You can keep your Google Business Profile up-to-date by either editing your profile via Google Search or Google Maps, or using the My Business dashboard. Here, you can visit the ‘Posts’ section to make additions or changes to text, images, or both, ensuring prospective clients have access to up-to-date and precise details about your firm. They change up their interface and options regularly so check their documentation for how to do things (or hire us to do it all for you).

Leveraging Local Keywords

Local keywords play a crucial role in your family law website or firm’s local SEO strategy. By incorporating these location-specific terms into your website’s content and meta tags, you can help your family law website or firm rank higher in location-specific searches. Examples of effective local keywords suitable for family law practices include location-specific terms such as “divorce lawyers in Miami” or “custody attorney and divorce lawyer in New York”.

To effectively incorporate local keywords into your content and meta tags, it’s crucial to integrate them naturally and avoid keyword stuffing. This means ensuring local searches in your meta tags accurately reflect the content of the page and are compelling to attract clicks from search engine users. Similarly, your content should incorporate local keywords in a way that reads naturally and provides valuable information to your readers.

Enhancing Your Family Law Website’s On-Page SEO

SEO For Family Law
Olivia’s website scored far higher than all of her local competitors because we built it the right way. You can’t just hire some cheap designer and expect good results, but most people do just that, which is why most people fail.

On-page SEO involves fine-tuning each page on your site to achieve higher search engine rankings and draw more pertinent traffic. For your family and your divorce lawyers, law firm or website, this involves:

  • Creating engaging, informative content that answers questions
  • Optimizing meta tags with relevant keywords
  • Ensuring every page on your site is optimized for search engines and users alike

Producing top-tier content is pivotal to your on-page SEO. Your content should be engaging, informative, and address the needs and concerns of your prospective clients. Similarly, meta play a crucial role in SEO, conveying essential information about the page’s content to search engines and influencing how your page is presented to users.

Creating Engaging, Informative Content

In the realm of family law, where family law clients often seek guidance and empathy during difficult circumstances, the content you produce plays a pivotal role in establishing your firm’s credibility and empathy. By addressing client needs and concerns, your family law content also can show a deep understanding of the personal and delicate aspects of family law issues, nurturing trust with potential family law clients.

Captivating your audience involves more than just providing legal information—it’s about creating content that resonates with them on a personal level. This could involve:

  • Producing informative blog posts
  • Utilizing relatable real-life case studies and testimonials
  • Providing practical advice on prevalent legal challenges encountered by your clients

By crafting content that deeply resonates with your audience’s needs, you as a divorce attorney can build a reputation for expertise and reliability, ultimately establishing your firm as an authority in the domain of family law and a go-to family and divorce lawyer anywhere.

Optimizing Meta Tags and Headers

Meta tags and headers significantly influence search engine rankings by communicating key information about the page’s content to search engines. This information aids search engines in comprehending the primary topics and themes of the page, consequently influencing its search engine ranking both in search results and presentation to users.

To effectively incorporate keywords into headers and meta tags, it’s recommended to:

  • Keep them under a certain number of characters
  • Use sentence case
  • Include the target keyword where relevant
  • Avoid keyword stuffing

Furthermore, consider including keywords in header meta tags if they can be seamlessly integrated.

Accuracy in meta tags is also critical to ensure that your content accurately reflects your meta tags, thereby avoiding any confusion for search engines and users alike.

SEO For Family Law
Before starting, we spend a lot of time looking through thousands of lines of data to figure out the most efficient path to Olivia’s goal, including targeting keywords that are possible to rank for, which have revenue potential.

Backlinks, alternatively referred to as inbound links, are links that direct from one website to a specific page on your website. In the world of SEO, backlinks are like votes of confidence from other websites. They signal to search engines that your content is valuable and trustworthy, thereby enhancing your website’s credibility and authority.

Generating credible backlinks is a core aspect of SEO for family law seo or firms. It contributes to enhancing your family law seo or lawyer website’s visibility, credibility, and authority—factors that search engines consider when ranking websites in search results. However, building authoritative backlinks isn’t just about getting as many links as possible. The quality of your backlinks also matters.

Effective link-building strategies can help improve your website’s search engine rankings and attract more potential clients. Some strategies to consider include:

  • Guest posting on reputable websites within the legal industry
  • Local collaborations with other businesses or organizations
  • Leveraging news features or press releases

By implementing these strategies, you can increase the visibility and credibility of your website.

Guest posting involves:

  • Creating well-crafted content for other reputable websites in your industry
  • Sharing your expertise with a wider audience
  • Building valuable backlinks to your website

Local collaborations, such as offering expert insights or participating in community events, can also lead to organic traffic and the acquisition of organic, earned backlinks. Similarly, creating newsworthy content and distributing it to pertinent news outlets and industry publications can result in backlinks from reputable sources, enhancing your firm’s organic search engine results, rankings and credibility.

Monitoring and analyzing your backlink profile is an essential part of your SEO strategy. By regularly reviewing your backlinks, you can identify opportunities for improvement and maintain a strong online presence.

Negative or harmful backlinks from low-quality web directories can have a detrimental effect on your website’s SEO performance. They can reduce search engine rankings and may even result in penalties. Therefore, it’s crucial to identify these unfavorable backlinks and take steps to remove them. Regularly analyzing your backlink profile can help you spot these harmful backlinks and take action before they impact your SEO performance.

Strengthening Your Law Firm’s Technical SEO

SEO For Family Law
Google updated their algorithm several times during this project, and after each update, Olivia’s competitors suffered rankings and traffic losses, but Olivia’s website continued to move upward toward her goal. This is because we did everything the right way, taking no short cuts.

Technical SEO encompasses the following elements that affect your website’s visibility on search engines:

  • Site speed
  • Mobile optimization
  • XML sitemaps
  • URL structure
  • Meta tags
  • Canonical tags
  • Robots.txt file
  • Schema markup
  • SSL certificate
  • About 200 other metrics

Strengthening your law firm’s technical SEO can improve your website’s user experience and search engine indexing, thereby enhancing your overall SEO performance.

The speed at which your website loads can greatly affect user experience. A slow-loading website can frustrate users, leading to higher bounce rates—a factor that search engines take into account when ranking websites. Similarly, with more and more people using their mobile devices to access the internet, neglecting mobile optimization is no longer an option—it’s a necessity. By ensuring your website is accessible and user-friendly on all devices, you can improve user experience and increase the likelihood of attracting and retaining potential clients.

Ensuring Fast Loading Times

Swift loading times are essential to retain user engagement and circumvent search engine penalties. Various factors can impact the loading time of a website, such as the size and type of files, server performance, and network latency, among others.

Slow loading times can lead to higher bounce rates and lower rankings in search engine results, negatively impacting your firm’s SEO performance. By implementing coding best practices, such as caching and minimizing the number of HTTP requests, you can significantly improve your website’s loading times.

Additionally, you can use tools like Pingdom, Google PageSpeed Insights, and GTmetrix to measure your website’s loading speed and identify areas for improvement.

Prioritizing Mobile Optimization

Given the current digital landscape, mobile optimization is indispensable. With a significant number of users accessing the internet via their mobile devices, ensuring your website is mobile-friendly is crucial for attracting and retaining potential clients.

Mobile optimization involves:

  • Ensuring your website looks and functions well on all devices, not just desktop computers
  • Having a responsive design that adjusts to fit different screen sizes
  • Optimizing images and multimedia content to load quickly
  • Ensuring easy navigation on mobile devices

By prioritizing mobile optimization, you can provide a seamless user experience for all visitors, regardless of the device they use to access your website.

Monitoring and Measuring Your Family Law SEO Performance

Keeping track of and assessing your SEO performance is a key process in fine-tuning your strategy and realizing your objectives. By keeping a close eye on your SEO performance, you can identify areas for improvement, make data-driven decisions, and adjust your strategy to ensure it aligns with your desired outcomes.

Utilizing SEO analytics tools like Google Analytics and SEMrush can provide valuable insights into your website’s performance. These tools can help you measure key metrics such as traffic, bounce rate, and conversion rate, allowing you to understand how users are interacting with your website and where there are opportunities for improvement.

We’ll make sure that you receive the kinds of monthly reports you need from Google Search Console, Google Analytics, SEMrush and sometimes more, depending on your needs.

Utilizing SEO Analytics Tools

SEO analytics tools offer insightful data about your website’s performance, enabling you to make informed decisions to bolster your SEO strategy. Tools like Google Analytics and AHrefs can provide a wealth of information, from the number of users visiting your site to the keywords driving the most traffic.

Setting up Google Analytics for your divorce law firm’s website is a hard process that involves:

  1. Creating a new account
  2. Setting up a property for your website
  3. Adding the tracking code to your website
  4. Verifying the installation
  5. Fine tuning the setup to track events
  6. Analyzing and interpreting the data

Once set up, you can monitor key metrics such as conversion rates and engagement rates to gain insights into your website’s performance.

Similarly, tools like SEMrush or Ahrefs can provide valuable insights into your website’s keyword rankings, helping you understand how well your SEO efforts are performing.

Adjusting Your Strategy Based on Results

Consistently analyzing your SEO performance and modifying your strategy based on the outcomes is crucial for maintaining your family law firm’s competitiveness and ongoing client acquisition. By analyzing metrics such as organic web traffic, keyword rankings, and click volume, you can assess the effectiveness of your SEO efforts and guide your strategy for improving your online presence.

If you find that certain keywords are not driving the expected traffic, for example, you may need to adjust your keyword strategy. Similarly, if your website is not ranking as high as you’d like in search engine results, you may need to focus on building more authoritative backlinks or improving your on-page SEO. By regularly reviewing your search engine optimization efforts and making data-driven adjustments, you can ensure your family law firm’s SEO strategy is always in line with your goals and objectives.


As we have seen, mastering SEO for a family law firm or family lawyer website involves a strategic blend of local SEO, on-page SEO, authoritative backlink and link building,, and technical SEO. By understanding the competitive nature of the family law industry and leveraging the power of SEO, your firm and family law websites can enhance its online visibility, attract more clients, and increase its revenue.

While the world of SEO can seem complex, the benefits it brings to your family law firm are clear. With the right strategies in place, you can rise above the competition, make a mark in the digital world, and ensure your family law firm’s website always remains at the forefront of your clients’ minds when they seek family law services. Remember, the journey to SEO mastery is a marathon, not a sprint—but with patience, persistence, and the right tactics, your family law firm can achieve SEO success.

Frequently Asked Questions

What is SEO for lawyers?

SEO for lawyers involves optimizing their website to improve their search engine visibility and drive more traffic by increasing their website’s position in search engine results pages, ultimately aiming to rank higher in search engines based on legal-specific keywords. This includes on-page SEO to focus on the content and structure of individual pages, as well as the use of social media marketing to establish an online presence.

Is the process the same for divorce lawyer seo?


How much do law firms spend on SEO?

It purely depends on your goal. If you have a small goal like reaching a small local audience, the cost will be small. If you want to reach a larger statewide audience for multiple legal services, the cost will be big. If you want to reach the entire nation the cost will be massive. Law firms can expect to spend based on the size of their goal. The larger the goal, the larger the budget. Expect to pay a one time fee for your website build or refresh, and an ongoing monthly fee for SEO services, depending on the size of the law firm’s website alone, competition in the locality, and specific needs and goals. These figures can vary based on individual circumstances and practice areas also. Some practice areas have extremely high competition, others have low competition. You should contact us for an actual price quote.

Why local SEO is important for law firms?

Local SEO is crucial for law firms as it helps them appear in local search results and improves online visibility in their specific geographic location. By achieving higher rankings in local search results, law firms can attract more potential clients.

Backlinks play a crucial role in a family and divorce law firm’s SEO strategy by enhancing family and divorce law firms and practice topics’ website credibility, authority, and search engine rankings, ultimately attracting more potential clients.

What are the benefits of using SEO analytics tools?

Using SEO analytics tools can help you gain valuable insights into your website’s performance, understand user behavior, and identify areas for improvement. By measuring key metrics and making data-driven decisions, you can refine your SEO strategy for better results.

I hope my team and I have answered all of your questions. If you want Overflow Cafe to help your law firm with SEO please reach out to us today. We wish you all the best!