SEO is a great place to start to get in front of your potential clients.
Whether you’re looking to sign more high value divorce cases, child custody or other matters your potential clients are turning online at some point in their search for an attorney. According to some studies this might be over 90% of people.
If you’re looking to sign more cases for your family law firm, SEO (Search Engine Optimization) is a good tactic to consider, but it’s only one piece of a complete marketing system.
But first, What is SEO?
SEO is like crafting a clear and persuasive case brief for search engines. It’s about understanding how your ideal clients search for legal help and tailoring your online presence to meet their needs. With a well-optimized site, your potential clients find your firm and you become the answer to their urgent legal questions.
If you have great SEO, you rank at the top of Google’s search results and get free inbound visits to your website. SEO is different than SEM, Local Services Ads, or Google Ads where you pay for each click or lead you generate (More on that later).
Below is an example of three organic search results and two local pack results where your firm would show up for “Family Law Attorney” if you ranked for this keyword in your market.
The Problem With Family Law SEO Strategies & SEO Agencies
Ranking great in Google and getting leads for free sounds amazing right? It is!
But there is a glaring problem that plagues most SEO campaigns for Family Law Attorneys.
What is this problem?
I like to call it the SEO First approach. The SEO first approach prioritizes the search engine (in this case Google) over the user experience.
And the issue this creates? Less qualified leads, or less leads altogether.
With SEO it’s easy to lose to the forrest for the trees. The most common pitfall I see is law firms celebrating when they rank #1, but then find that they’re not signing more of the high value clients they want.
What is the most typical reason this happens? Take a look at the page below and tell me if it instills confidence or excitement?
You might find this website informational at a glance. But if you put yourself in your potential clients shoes, do you feel that this firm is the clear and only choice for my needs?
Chances are; probably not.
In fact they don’t stand out at all. It’s poor branding. [Learn more about family law branding here]
It looks EXACTLY like every other law firm website out there.
However, if this firm took the time to nail the specifics of their ideal clients & desired cases they could really tailor there messaging which means they will sign more of the better cases.
So all of this to say: Yes! you should focus on SEO. But Yes! You should not do it at the cost of ignoring the first step. But now that we have that out of the way let’s dive in.
Looking for website inspiration? Check out these examples of the best divorce attorney websites.
How to Execute an Effective Family Law SEO Campaign
Another reason to not ignore the ICP’s and ideal messaging is that it really sets the stage for your SEO campaign and how you want build it out. But essentially at Juris Digital we take an approach like this.
Start by Determining Your Best Cases (The most profitable, the ones you like most, etc.)
The best use case for SEO is using it to drive business outcomes. With that in mind it’s important to fully understand the types of cases you want to sign and build your strategy around that.
If you find for example you want to focus on high value divorce cases only it’s easier to rank and get results faster by focusing. This will guide the keyword research
SEO Strategies You Can Use Today To Grow Your Family Law Firm
1. Become The Topical Authority in your Niche. Don’t Stop Writing / Blogging.
Yes, every family law attorney has a practice area page for “Family Law.” But how many go the extra mile, truly organizing their content to mirror the real-world questions and anxieties their clients face? Here’s where you can seize a powerful opportunity.
The Client’s Mindset
People facing divorce, custody battles, or other family law crises are often overwhelmed and emotionally vulnerable. They need clear guidance, not just legal jargon. By structuring your website to directly address their specific concerns, you become a beacon of clarity in a sea of confusion.
The Path to Authority
- Go Beyond the Basics: Instead of a single “Family Law” page, break it down. Create dedicated pages for “High-Conflict Divorce,” “Child Support Modifications,” “Prenuptial Agreements,” etc.
- Answer Every Question: On each page, anticipate the full spectrum of questions a client might have. Provide thorough explanations in plain language.
- Build Trust Through Transparency: Address fees, process timelines, and potential outcomes with honesty. This builds trust from the very first interaction.
The Result
When potential clients find your website, they won’t just see a lawyer – they’ll see someone who deeply understands their struggle and has the answers they desperately need. This level of online empathy translates directly into more phone calls and signed cases.
Juris Digital: Your Partner in Content Strategy
Let us help you develop a content structure that positions you as the go-to expert in your family law niche. Our team understands both the legal complexities and the emotional needs of your clients. Contact us for a personalized content strategy consultation.
2. Respond to Client Questions on Popular Forums (Reddit, Quora, Avvo)
While answering questions on online forums has always been a smart way to generate leads, recent Google updates have added a powerful new dimension: SEO potential. Google’s focus on helpful, user-generated content means that your insightful forum answers now have a greater chance of ranking prominently in search results.
How It Works
- Target the Right Forums: Focus on platforms like Reddit, Quora, and Avvo where people regularly ask legal questions, particularly those related to family law.
- Find Relevant Questions: Use search tools within these forums to identify questions directly related to your expertise (divorce procedures, child support modifications, etc.).
- Provide Comprehensive Answers: Go beyond quick responses. Offer thorough explanations, demonstrate your knowledge, and establish yourself as a credible authority.
- Link Strategically: Where appropriate, subtly link back to relevant content on your website, such as a blog post or FAQ page, for even more in-depth information.
Benefits Beyond Case Generation
- Increased Visibility: High-quality forum answers can rank in search results, expanding your firm’s online presence and attracting new potential clients.
- Authority Building: Offering consistently helpful, informative answers positions you as a trusted thought leader within the family law space.
- Community Engagement: Actively participating in forums fosters a sense of community and allows you to connect with potential clients on a more personal level.
Important Considerations
- Be Genuinely Helpful: Prioritize value over self-promotion. Focus on solving the user’s problem first.
- Adhere to Forum Guidelines: Ensure your answers comply with community rules and avoid overt marketing.
- Track Your Success: Monitor traffic referrals from forums to your website to gauge the effectiveness of this strategy.
Let Juris Digital help you refine your SEO strategy and stay on top of the ever-evolving digital landscape. Contact us today to see how we can support your firm’s growth.
3.Mastering Local SEO: Dominate Google Maps & Attract Local Clients
Family law matters are inherently local. Clients want an attorney they can trust, preferably within their community. That’s why mastering Local SEO is essential for attracting the right cases to your firm.
The Key to Google Maps Visibility
- Google Business Profile: Claim and optimize your Google Business Profile (it’s free!). Ensure your name, address, and phone number (NAP) are accurate and consistent across all online listings.
- Location-Specific Keywords: Incorporate your city, state, or region into your website’s content and metadata to attract local searches.
- Encourage Reviews: Proactively ask satisfied clients to leave reviews on your Google Business Profile. Positive reviews and high ratings significantly boost your visibility.
The Power of Social Proof in 2024
In an emotionally-charged field like family law, potential clients crave social proof. Reviews act as powerful testimonials:
- Building Trust: Positive reviews foster a sense of trust before a client ever contacts you.
- Addressing Hesitations: Reviews can address common concerns, easing potential clients’ anxieties about the legal process.
- Standing Out: A strong review profile helps you outshine competitors who haven’t prioritized this aspect.
Juris Digital: Your Local SEO Partner
Let us help you optimize your online presence for maximum local visibility. We can create a review generation strategy and implement Local SEO tactics to ensure you’re dominating Google Maps in your area.
Ready to see your firm at the top of local search results? Contact us today!