SEO For Family Law: Proven Strategies For Ranking Higher In Google

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

You’re sitting in your office, staring at your computer screen. You’ve just wrapped up another day of family law cases, each one a unique blend of emotions and challenges.

With a sigh, you turn your attention to a new kind of challenge: your firm’s online presence. You type “family law firm” and your city’s name into the Google search bar and hit Enter. What greets you on the search results page is a familiar sight… Your firm is nowhere near the top. The first page is dominated by other family law firms.

As a family law attorney, your prime focus is on your clients – helping them navigate the turbulent times in their lives. But you’re aware that without ranking high on Google, it’s very difficult to even get new clients. You’ve heard of SEO for family law, and you’re aware it’s important. But it all sounds complex as a high-stakes divorce settlement. Making the most out of it while managing your busy law practice feels like a mission impossible.

I’ve spent years helping family law firms successfully compete with even the most prominent players in their areas. And SEO for family law has always been one of the most effective tactics. Once you start implementing proper strategies, it becomes easy.

In this article, I’ll show you proven strategies that I’ve been using to boost family law attorney websites in search engines. These strategies will help your firm gradually climb to the top of Google’s search results. Once you start implementing them, you’ll see your website traffic flow consistently growing and your client base expanding.

And even if you’re a complete beginner in the field of search engine optimization, don’t worry. I’ll take a step-by-step approach and help you gain a basic understanding of SEO for family law before moving to advanced strategies. Pay attention to every detail, and as you approach each section, try to consider different ways you can implement these strategies to boost your online visibility.

Table of Contents:
SEO for family law

What Is SEO For Family Law?

Search Engine Optimization, or SEO, is a potent digital marketing strategy. It isn’t merely about having a “search-engine-friendly” website. SEO is a long-term commitment encompassing valuable content creation, technical optimization, and building authority.

Specifically, SEO for family law applies these strategies to your family law practice. It revolves around optimizing your website and content around keywords your potential clients might use when seeking family law services. The goal is to attract qualified leads to your site when they need your expertise most.

In the competitive realm of family law, traditional advertising often falls short. Nowadays, people primarily use search engines like Google to find and choose attorneys. That’s where SEO comes in. It’s your ticket to standing out, enhancing your visibility, and reaching out to your target audience effectively.

And unlike paid ads which stop delivering results as soon as the campaign ends, family law SEO continues to deliver value over time. Each piece of content you create, each technical flaw you fix, and each link you build contributes to your overall online reputation and visibility. Over time, these efforts compound, leading to higher search rankings, increased traffic, and, ultimately, more clients.

Though aspects of SEO can be complex, the basics are straightforward. Whether you’re taking the DIY route or hiring experts, I strongly recommend gaining at least basic SEO knowledge. It will allow you to understand your SEO progress and success and communicate effectively with SEO specialists.

Benefits Of SEO For Family Law Firms In 2023

As the owner of an SEO agency in Chicago, I’ve witnessed firsthand how family law firms have rapidly begun enjoying the benefits of effective SEO strategies.

Whether it’s about attracting the right audience to your website, building an authoritative web presence, or gaining a competitive edge, SEO has proven itself to be an indispensable tool for family law firms. The key to unlocking these benefits, however, lies in understanding and implementing the right SEO practices tailored for your family law practice.

In the sections that follow, we’ll explore each of these benefits in depth, shedding light on why they matter and how you can take full advantage of them.

Attract The Right People To Your Website

Attracting qualified leads to your website is the core of an effective SEO strategy. SEO leverages targeted keywords—terms your potential clients use when seeking family law services. By identifying these phrases through keyword research and incorporating them into your content, your site appears in relevant search results.

This isn’t about amassing generic search traffic but about attracting individuals actively seeking your expertise. These visitors aren’t aimless web users – they are potential clients who are likely to engage with your content and seek your services.

Casting the right net, not the widest, is the key here. SEO ensures your website isn’t just gaining traffic but better traffic. In family law advertising, where each client matters, this targeted approach is invaluable.

Build Trust And Authority Online

Securing high rankings in search results isn’t just about visibility—it’s also about credibility. Truth is, if your website ranks high, people will perceive it as trustworthy.

An integral part of SEO is creating valuable, insightful content tailored to your potential clients. Whether you create informative blog posts about child custody or practice area pages for divorce law, you must provide value to readers. When visitors find your content helpful, they’re likely to view your firm as a reliable source of knowledge.

Building this trust doesn’t only enhance your online reputation, but it also fosters stronger relationships with clients. Trust invariably leads to word-of-mouth referrals, a powerful, cost-effective marketing tool for family law firms. The more trusted you are, the more likely clients are to recommend you to others in need of family law services.

Gain Competitive Advantage Over Other Family Lawyers In Your Area

The family law landscape is often crowded, and standing out from your competitors can be challenging. High rankings on Search Engine Results Pages (SERPs) not only provide more visibility but also position your firm as a top choice for those in need of family law services.

Adopting SEO best practices can boost your website’s rankings, making you more discoverable to potential clients. Every additional visitor drawn to your site is a potential client that might have otherwise gone to a competitor.

Interestingly, SEO levels the playing field. It isn’t about the size of your firm but about the effectiveness of your strategy. So, even if you’re running a small firm, an impactful SEO family law approach can help you hold your own against larger, more established competitors.

Save Money

Family law SEO is a cost-effective strategy that provides long-term dividends. Unlike some other forms of family law advertising, which often require substantial budgets and offer short-lived gains, SEO steadily builds your online presence and draws organic traffic to your site. You capitalize on the popularity of law-related keywords without draining your budget on ads.

SEO for family law is like planting a seed. The initial investment might seem significant, especially when the results aren’t instantaneous. But with patience and consistent nurturing, it grows into a thriving tree, providing organic traffic for many years to come.

Step-by-step SEO guide for family lawyers

A Step-By-Step Guide To SEO For Family Law

As complex as it may seem, SEO for family law can be broken down into manageable, comprehensive parts. Before we start getting into details, I want you to remember that a strong family law SEO strategy has several crucial components you must pay attention to:

  • On-Page SEO
  • Off-Page SEO
  • Technical SEO
  • Local SEO

Whether you’re planning to handle SEO by yourself or looking to work with an agency, understanding these basics will help you make informed decisions about your web presence. Stick with me, and by the end of this guide, you’ll be ready to embark on your SEO journey with confidence. Let’s dive right in!

On-Page Family Law SEO

On-page SEO includes everything you do ON your own website to make it more visible and appealing to both search engines like Google and your potential clients. The goal is to make it easy for search engines to understand what your content is about, so they can rank it appropriately. But it’s also crucial to create helpful content for your visitors.

That’s why on-page SEO for family law involves optimizing:

  • Title Tags: The headline for your webpage that appears in search results. It’s what your potential clients will see first, so it should be compelling and include your main keyword.
  • URL structure: This is the web address for your page. Short, clear URLs that include your keyword help search engines understand your content.
  • Content: The main body of your webpage. Your content should be engaging and valuable, and incorporate your keywords in a natural and meaningful way. I’ll explain this in detail soon.
  • Meta descriptions: A short summary of your page that appears in search results. While it doesn’t affect your ranking directly, it does influence whether potential clients click on your website.
  • Header tags: These help structure your content into sections. They make your content easier to read and allow you to include additional keywords.
  • Image Alt tags: These are descriptions that you give to images on your site. They help search engines understand what the image is about. And they’re also crucial for accessibility and smooth user experience for visually impaired visitors.

While Google’s algorithms have indeed become increasingly sophisticated, it still values the classic on-page elements. For example, Google checks if a specific keyword is present on your page. If you search for any competitive keyword, you’ll notice that the top-ranking pages almost always include the exact keyword in their title tag. This is not a coincidence.

Conduct Keyword Research To Set Proper Foundation For Your Family Law SEO Efforts

Keyword research is the process of discovering the exact phrases that your potential clients are typing into search engines when they need family law services.

Why is it so critical for family law SEO? Because it sets the foundation for your entire SEO strategy, guiding your content creation and helping you to focus on what truly matters to your clients.

Incorporating the “right” keywords can result in:

  • Improved search engine rankings: Keywords help search engines understand your content, making it more likely to appear in relevant search results.
  • Increased visibility: When your site ranks high for targeted keywords, more potential clients can find your firm.
  • Higher-quality leads: Using specific, intent-focused keywords can attract potential clients who are ready to take action.

The first step is to find a reliable keyword research tool. Semrush and Ahrefs are the most popular choices. After you choose the tool, you’ll be ready to conduct profitable keyword research.

You may be tempted to chase after high keyword search volumes, but remember, not all traffic is equal. The goal is to attract visitors who are genuinely interested in your family law services, and for this, long-tail keywords can be your secret weapon.

For instance, “divorce attorney” might be a popular keyword, but it’s broad and highly competitive. On the other hand, long-tail keywords like “child custody lawyer in Chicago” are more specific, less competitive, and can attract highly targeted traffic to your site. These long-tail keywords might have lower search volumes, but they often yield higher conversion rates as they align more closely with the searcher’s intent.

And remember, SEO is an ongoing process. Keep exploring and adjusting your keywords as search trends and client needs evolve.

Create Practice Area Pages On Your Family Law Website

Have you invested in creating detailed practice area pages for your family law website? If not, you’re missing a golden opportunity. These pages aren’t merely service listings; they’re valuable content assets that help you rank for specific keywords, meet user intent, and build trust with potential clients.

Here are some examples of practice area pages you can have on your family law website:

  • Divorce Law and Mediation
  • Child Custody and Visitation Rights
  • Alimony and Spousal Support
  • Prenuptial and Postnuptial Agreements
  • Adoption and Guardianship Services

Think of them as your online knowledge hubs – places where you delve deep into topics like divorce law or child custody, sharing insights, and answering frequent questions. These long-form, comprehensive pages can significantly boost your SEO, especially if they’re tailored to highlight your local services. So, if you’ve overlooked practice area pages, it’s time to rethink your strategy. By doing so, you pave the way for better online visibility and credibility.

Regularly Publishing Valuable Content On Your Blog Will Boost Your SEO

Taking your family law firm’s SEO to the next level requires creating and sharing valuable SEO content regularly, especially on your blog. Why? Because blogging is an effective and efficient way to drive traffic and improve your website’s online visibility.

Your blog provides an avenue for you to cover topics of interest to your potential clients and demonstrate your expertise in family law. It’s the foundation of any robust content strategy. When you create high-quality blog posts and optimize them with your selected SEO keywords, it improves your website’s chances of topping the search engine results pages (SERPs) for long-tail keyword phrases that your clients are inputting into Google.

However, the key to successful blogging for family law attorney SEO is ensuring each blog post is valuable, engaging, and informative for your readers. Remember, you’re writing for people first and search engines second. Create content that helps your readers solve problems, understand complex family law issues, or navigate tricky situations. And the key is to naturally incorporate the keyword ideas vital for your SEO. Avoid stuffing family law keywords throughout your blog post without meaningful context.

Another advantage of blog posts is that they’re highly shareable. It’s easy to distribute them across your social media platforms, driving even more traffic to your website. And if your content strikes a chord with readers, it could even generate backlinks, boosting your domain authority and improving your search engine rankings.

If you’re unsure of how to get started with creating compelling blog posts, check out this guide on “how to write a content brief” to assist you in crafting effective SEO content.

Optimize Your Website For Google E-E-A-T

Optimizing your family law website for Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines is an essential step in demonstrating to both Google and your visitors that your site is a credible source of legal information. While E-A-T is not a direct ranking factor, it heavily influences the overall quality rating of your website, which can impact your SEO performance.

To enhance your site’s E-E-A-T:

  • Expertise: Showcase the depth of your family law expertise in your content. Google prioritizes content written by experts, so ensure your posts reflect your legal proficiency and firsthand experience. This could be content on specific aspects of family law, or even opinion pieces on relevant legal trends.
  • Authoritativeness: Your site’s authority grows when other trusted sites refer to it, linking back to your content. Focus on building a strong backlink profile as previously discussed.
  • Trustworthiness: Ensure your site is secure, has clear policies in place, and presents accurate, up-to-date information. It’s also important to maintain a positive online reputation, as user reviews and comments can be a signal of trustworthiness.
  • Experience: Lastly, the new “Experience” component underscores Google’s emphasis on firsthand knowledge or lived experiences related to the content. By sharing case studies or stories from your practice, you can make your content more relatable and valuable for visitors, thereby enhancing your E-A-T in the eyes of Google.

Connect Your Pages With Strong Internal Linking Strategy

Internal linking, an integral part of an effective SEO strategy for family law firms, involves creating connections between the different pages of your website. These links act like bridges, guiding both users and search engine crawlers through your content, ensuring your site is easy to navigate, and your valuable content gets discovered.

A well-implemented internal linking strategy enhances your site’s usability and engagement, effectively boosting your search engine rankings. But how can you employ a strong internal linking strategy?

  • Identify relevant content: The first step is to identify related content on your site. Linking related pages helps provide context and guides your users to more in-depth information, enhancing their user experience.
  • Use descriptive anchor text: The clickable text (anchor text) used for your internal link should be relevant and descriptive. It informs search engines about the content of the linked page, improving your SEO.
  • Use natural language: Avoid stuffing your links with SEO keywords. Instead, use natural language that flows with your content and provides value to your readers.
  • Monitor and update your links: Broken links can damage your SEO and user experience. Regularly check and update your links to ensure they are working correctly and leading to relevant pages.

Implementing these strategies can significantly improve your website’s SEO, ensuring search engines understand your site structure and content, leading to improved visibility and higher rankings for your family law firm.

Technical SEO for lawyers

Technical SEO For Family Law Attorneys

Technical SEO, as the name suggests, focuses on the technical elements of your website that affect its visibility in search engine rankings. It’s like your website’s backstage crew, ensuring everything runs smoothly behind the scenes.

While on-page SEO revolves around content and keywords, technical SEO delves into site structure, speed, mobile-friendliness, and indexing. It’s a facet of on-page SEO, but often treated separately due to its specialized nature.

Why does technical SEO matter for family law firms? Simply put, it enhances your website’s overall user experience. Fast loading times, easy navigation, and mobile-friendly design significantly impact your site’s bounce rates and session durations – aspects search engines consider when ranking sites. Additionally, correct site indexing ensures search engines can properly understand and present your content.

As a Chicago technical SEO consultant, I had the privilege of working with many family law firms. Here are three aspects I’ve found deliver the most value to SEO for family law once done properly.

Ensure Your Pages Load Fast To Satisfy Users And Search Engines

Page load speed is not just a matter of user convenience but also a crucial aspect of SEO for family law attorneys that you can’t afford to overlook. People expect instant results, and slow-loading pages can result in potential clients clicking away from your website, leading to increased bounce rates and lower conversions.

But it’s not just the users who are impatient – Google also prioritizes fast-loading sites. This means that a slow website can hinder your visibility in search engine results pages (SERPs), effectively placing you at a disadvantage against faster, more optimized competitors.

Using tools like Google’s PageSpeed Insights, you can gauge your website’s load speed and receive suggestions for improvement. Optimizing your site’s speed can significantly enhance user experience, increase dwell time, and boost your search engine rankings, all of which are critical for your family law firm’s online success.

Invest time in optimizing your website’s speed, or consider reaching out to a professional for assistance. Either way, ensuring a fast load time is crucial to the performance of your family law site in terms of both user experience and site speed and SEO.

Ensure Search Engines Can Easily Crawl And Index Your Pages

When it comes to how search engines interact with your website, there are two critical concepts to understand: crawling and indexing. Crawling is how search engines discover your web pages. They use automated bots, sometimes known as spiders or crawlers, that follow links from one page to another, collecting data as they go.

Once a page has been crawled, it can then be indexed. Indexing is the process of adding a webpage to a search engine’s vast database (like the Google index). This database is essentially a giant catalog of all the websites that Google knows about. When a search is performed, Google sifts through this index to find the most relevant results.

Without being crawled and indexed, your page will not appear in the search engine results and hence, won’t attract any organic search traffic. So, both crawling and indexing are critical elements of SEO that you need to consider for your family law website.

Here are some tips to improve the crawlability and indexability of your family law attorney website:

  1. Clear Navigation: Ensure your site has a clear, logical structure with easy-to-follow internal links. This helps crawlers find all of your pages.
  2. XML Sitemap: Create and submit an XML sitemap to search engines. This is like a roadmap that guides search engines to all your important pages.
  3. Use of Robots.txt: This file tells search engines which pages or parts of your site they should or shouldn’t crawl.
  4. Ensure Error-Free Site: Broken links, dead pages (404 errors), or other technical issues can hinder the crawling process.
  5. Optimized Content: Make sure your content is easily readable for search engines by using standard formats, proper headings, alt tags for images, etc.

Make Your Family Law Website Mobile-Friendly

There’s no denying the reality – we live in a mobile-first world. From the moment the alarm on our smartphone goes off in the morning until we set it for the next day before we sleep, our lives are irrevocably intertwined with our mobile devices. It’s through these devices that we consume most of our information, seek answers to our questions, and, yes – even look for family lawyers.

Imagine a scenario where a potential client, stressed and anxious, is looking for a family lawyer on their smartphone during a lunch break. They come across your law firm in search results and click on the link to your website. But, the site takes forever to load, the text is too small to read, and they have to scroll from side to side just to see all the content. The frustration mounts, and in just a few seconds, they’re likely to abandon your site and click on another law firm’s website.

This scenario underscores just how critical it is to have a mobile-friendly website. It’s not just about providing a better user experience (though that’s certainly a significant factor). It’s also about SEO. Search engines like Google have adopted a mobile-first indexing approach, which means they predominantly use the mobile version of the content for indexing and ranking. If your site isn’t mobile-friendly, it could seriously impact your rankings and organic traffic.

Investing in high-quality web design for family lawyer that is optimized for mobile users isn’t just a nice-to-have. It’s an absolute must in today’s digital landscape. A mobile-friendly website doesn’t merely enhance the user experience for your potential clients—it can also help to significantly improve your search engine rankings.

Off-page SEO for family lawyers

Off-Page SEO For Family Law

Off-page SEO involves all actions you take outside of your website to help it rank higher in search engines. It’s all about enhancing your online reputation and credibility. This might seem unimportant for SEO for family law, but in reality, off-page actions are often key to success.

Think of off-page SEO as your reputation in the wider world. Just like in the physical world, where your reputation plays a significant role in how you’re perceived, your online reputation (which off-page SEO helps build) can greatly influence your website’s ranking. A well-rounded SEO strategy will pay equal attention to both on-page and off-page SEO to ensure optimal results.

Experience has taught me that building a strong backlink profile is essential in the quest for high-ranking SEO for family law. Backlinks are like the internet’s form of word-of-mouth – they’re links from other websites to yours, essentially vouching for the quality and relevance of your content. Imagine each backlink as a positive endorsement for your website in the eyes of search engines.

Not all backlinks are created equal. Quality matters more than quantity, meaning one backlink from a high-authority site is often worth more than numerous ones from lower-quality sources. Additionally, the age of your backlinks is also a factor to consider, as older, stable backlinks can signify trustworthiness.

Creating a strategy for backlink building can involve tactics like:

  • Guest posting on relevant blogs
  • Seeking partnerships with high-domain authority sites
  • Joining the Chamber of Commerce
  • Reaching out to local media to offer free legal expertise

The key is to always be on the lookout for new link opportunities. You must also regularly conduct link profile analysis.

Remember, a robust backlink profile doesn’t just occur overnight – it’s a product of consistent efforts in building relationships and producing quality content. So, start investing in your link-building strategy today, and watch your family law firm ascend the search engine rankings as your domain authority starts improving.

Local SEO For Family Law Firm

When it comes to growing your family law firm, it’s crucial not to overlook the importance of connecting with potential clients right in your own backyard. Local SEO allows your firm to reach individuals in your area who are in need of your services. Here’s how to optimize your local SEO:

  • Leverage Local Keywords To Reach People From Your Area: Incorporate geographical keywords in your content to target local clients. Use phrases such as “family law attorney in [City Name]” to help search engines recognize your firm’s relevance to the local audience. A comprehensive local keyword research can identify the best terms to use.
  • Claim and Optimize Google My Business Profile: By creating a Google My Business profile, you can control how your firm appears in Google search results and Maps. Ensure all the information is accurate, and keep it updated with regular posts and pictures.
  • Encourage Clients To Leave Reviews Online: Client reviews can significantly enhance your firm’s credibility. Positive reviews can also influence Google’s ranking algorithm, improving your online visibility.

For a more comprehensive local SEO strategy, consider investing in local SEO packages. These will help your family law firm stand out in local search results, effectively reaching the people who need your services the most.

Are You Looking For a Family Law SEO Expert?

If you want to maximize your firm’s online potential, you might consider partnering with a Family Law SEO expert. With over a decade of experience in this field, I can guide you through each step of the process, from conducting a comprehensive keyword research to crafting high-quality, optimized content that truly resonates with your audience.

So why not take the next step in your SEO journey today? Feel free to schedule a call and learn more about my services. Together, we can create a tailored SEO strategy that propels your firm to the top of search engine results and brings you closer to the people who need your services the most.


Fresh inspiration is a fingertip away,
Download Our Portfolio.

Download Our Portfolio