Understanding SEO For Family Law Firms and Divorce Lawyers

Introduction to SEO for Family Law Firms and Divorce Lawyers

SEO for Family Law Firms and Divorce lawyers and ranking your site on Google is tough. This article was updated September 27, 2023. Originally published on June 8, 2023.

Let’s look at some statistics.

Semrush reports that the search terms “divorce lawyer” and “family law attorney” receive around 90,000 monthly searches in the US.

These are the type of keywords that your potential clients search for.

Semrush Keyword Research results on "family law attorney" and "divorce lawyer".
Semrush Keyword Research results on “family law attorney” and “divorce lawyer”.

Now, let’s imagine for a second.

What if you could turn 5% of that search volume and traffic into your clients?

In fact, according to a research by Clicta Digital, the top three websites get around 29.90% – 43.32% of total clicks.

Clicta Digital Chart on the Average Google Click-Through Rate by Position
Clicta Digital Chart on the Average Google Click-Through Rate by Position
Average Google Click-Through Rate by Position


If we do the math:

Monthly search volume(family law attorney and divorce lawyer): 90,000 searches

CTR(Click through rate): 29.90% 
Conversion Rate: 3% 
90,000(Search volume) x 29.90%(CTR) x 3%(CVR) = 807 clients / month

Ranking your site third for the two keywords mentioned will bring you more clients. This also means that you’ll have estimated 807 clients every single month.

Multiply your chances by the average service cost. You’ll get free extra organic monthly revenue by ranking your site on the first page.

This is what most big law firms do, but never tell anyone.

So, how do we actually achieve this?

Read through this blog post for a step-by-step guide on how to 10x your current revenue through SEO.

What is SEO for Family Law?

SEO stands for “search engine optimization.” It’s the enhancing of your website’s ranking in search engines. Ranking in search engines like Google and Bing increases website traffic and revenue.

SEO for Family Law is the niche of SEO that focuses on family law practitioners. This includes websites for Family law firms, lawyers or attorneys.

Family Law tackles matters of the family such as divorce, annulment, or child custody.

Kirkland and Ellis Law Firm Website Homepage
Kirkland and Ellis Law Firm Website Homepage

SEO is also one of the important digital marketing strategies for businesses. That is considering the revenue and branding impact it generates.

Understanding different areas of SEO can give many benefits for you and your law firm.

Though some technical strategies may seem complex, the basics of SEO is not difficult. If you’re interested in consulting an SEO agency, you still need to have some basic knowledge of SEO. This can let you make a more educated decision.

Technical SEO for Family Law Firm websites

Ranking for “Family Law Practice” would need specific SEO planning. It must be appropriate to your target market. Understanding the basics of technical SEO to improve your family law firm site is the first step.

Technical SEO, in ordinary word, are the technical aspects of your website about SEO. It covers the topics of indexation, site speed optimization and canonical URLs. It also covers schema markups, H-tags, meta tags and more.

So what does a typical SEO campaign include? What aspects would you most likely need to improve for your family law firm website?

The answer varies depending on the type of optimization your platform would need.

Efficient SEO is beneficial in different fields. It must customized to suit your own discipline. Though this might be the case, many SEO campaigns are similar and only differs in execution.

Understanding SEO Technical Auditing

SEO specialists often start by doing a Technical SEO Site Audit. It is the auditing of your website to find out what needs optimization for SEO. One good example of a result from an audit is analyzing auto-generated low-value pages. This can show a low quality website.

Technical SEO Edit Dashboard by Semrush
Technical SEO Edit Dashboard by Semrush


Law firm websites often contain archive pages that usually contains old cases. It also provides no value to users who wish to avail of your services. It can provide value to other family law lawyers as reference but not to your clients.

You need to ensure your law firm’s website has quality pages. People want to see good content. Search engines like Google recognize this. They can list them easily. This can boost your law firm website’s ranking.

It is important that Google crawls and indexes your website’s best version. Sometimes, both the www and non-www version of a website is available. This can prove to be problematic.

In some cases, a non-https version of the website may still be available. It can be available despite the fact that an SSL has already been installed. This makes your website vulnerable to online attacks. It can give anyone easy access to your client’s information which can pose legal issues.

So making sure your website is SSL-enabled, is an important part of the technical SEO.

If you’re not sure on how to do this, speak to your website hosting provider and they should be able to help.

Enabling SSL may incur cost depending on the type of hosting providers. If it does, it should only cost about $5 – 50 / year.

Website Loading Speed Optimization

Most of us are keen on having information served to us instantly with our mobile devices. Many people are particular about how they can access the information they need. That’s why it’s important to optimize the loading speed of your website.

This might seem unrelated to Family Law SEO niche. But Google favors the sites with faster loading speed. Paying attention to your page loading speed can influence your rankings. This includes your conversion rate, and experience for users. Google even has their free tool to check on your website’s speed. This tool is the Google PageSpeed Insights.

Google PageSpeed Insight Page

Google PageSpeed Insight Page


There’s a research by Pingdom about website loading speed. It says that if it takes a website more than four seconds to load, 38% of users usually click away. They will search for information elsewhere.

If you are using WordPress, speed optimization can be done easily with a few plugins. Some of these plugins are WP Rocket, NitroPack or WP Fastest Cache. These plugins help your site to cache. Some even help your site’s images compressed without quality loss.

If you’re using Wix, SEO optimization is a lot easier. Wix’s technical framework and infrastructure were already optimized. Their SEO tools are also built-in.

Or, if you’re not sure where to start, you can always contact us for help.

Keyword Research for Family Law

Strategic keyword research is one of the most important aspects of SEO. For a specific niche such as family law, Proper keyword research is a important. That is to make sure that you can outrank your competitors.

It’s also important to know how to execute keywords strategy without redundancy. This can lower to your search ranking. This type of instance is called “keyword stuffing”. It’s considered an old trick that marketers would use to deceive search engines for higher ranks. It is one of the black hat strategies that can get your law firm site penalized by Google. (Ouch)

How Can Keyword Research Benefit Family Law Marketing

A good SEO specialist would know and understand how to utilize proper keywords. Google and other search engines are smarter now. They catch tricks like keyword stuffing. This can lower or remove your law firm’s website ranking. I can use long-tail keywords. Potential clients might use these keywords.

Long-tail keywords are usually phrases. They’re specific to what people search for. Keywords like “divorce lawyers near me” are common in local SEO strategies. They can bring more value to your website. These keywords often show what people intend to do. This means they’re more likely to convert.

Utilizing Effective Keywords for Family Law Attorneys

If you don’t use the right keywords, like “family law” and “divorce lawyer”, You might miss out. You’ll get less organic traffic from Google. Potential clients won’t see your law firm’s website.

Keyword Research Dashboard by Semrush
Keyword Research Dashboard by Semrush

Analyzing the volume for each keyword you’re using is highly essential. Tools like Semrush and Ahrefs can help with this. Keyword search volume would indicate how many people are actively searching or using them in search engines. If the keywords don’t get enough volume, there is little to no chance of landing on the first page of search results.

You can use low-ranking keywords later in the campaign. Keywords have priorities. They’re ranked based on the cost and benefit of content creation. Content can be like blogs, infographics, and videos.

Using keywords like these shows your law firm is credible. It proves you know specific legal areas. Potential clients might think you’re better than competitors. But keywords need good content and technical writing to work well. Not to mention, a fast loading website too.

Efficient Content Creation and Writing for Family Law

SEO for the legal field needs careful planning. You need an effective content marketing strategies for your family law firm. Writing random topics can confuse visitors and harm your law firm site’s ranking. That’s why many law firms have paralegals write content instead of outsiders.

Content Writing Plan Sample
Content Writing Plan Sample 

Focusing on useful content helps my site’s ranking. Before writing, you need to consider a few things. SEO experts talk about “informational intent” and “transactional intent”.

Intent helps you choose the best keywords for your articles. Family law SEO focuses on informational and transactional searches. When someone enters an informational search, they want quick answers or specific info.

A transactional search means someone wants to buy something or find a service. Using both informational and transactional searches in content is key. It’s a top method your law firm marketing team should think about.

How to Produce Well-Structured Content for Your Law Firm website?

You need to think about if your content can rank well, whether on my website or social media. SEO strategists avoid topics that big websites already cover.

The goal is to rank higher on unique topics that still bring traffic. Keeping your content updated is key. Others might make competing content later on.



According to Google Raters Guidelines, Google ranks content with their E-E-A-T metrics. Experience, expertise, authoritativeness and trust are the crucial factors in ranking your content.

Good-quality content is one of the backbones of SEO no matter what field or niche you’re in. Remember that search engines like Google can detect a published article with factual information.


Proper Page Indexing for your Law Firm website Pages

Understanding how Google indexes your pages is key. It shows why website optimization is vital. A well-optimized site with top content will likely show up in search results.

If your law firm’s content aren’t optimized, they might not even get indexed. Then, bad pages of your site might be visible. Even if you have the best content, poor optimization can let competitors outrank you.

Unoptimized pages might be a duplicate, which is bad when search engines scan my site. Duplicate pages can hurt your site’s ranking.

Still, Google always updates how they search and index to help users. They aim to show only relevant and useful results. So, you need to keep refining and optimizing your law firm website’s content.

Fully Optimized Law Firm Website Pages

To fully optimize your law firm’s website, you need more than just keywords and content. Quick page speeds are vital. Metadata is key too. For family law SEO, you shouldn’t forget technical fixes to ensure good indexing.

SEO specialists work on improving alt tags, titles, descriptions, and keyword metadata of your websites. It’s crucial to regularly check and update this metadata.

Link quality for your law firm site is another big factor. Trust from clients is essential in family law.

If your site has quality and fair content, other sites might link to it. This increases your backlinks. Adding relevant links with clear keywords boosts your site’s authority. When people visit, they’ll see your law firm as credible. This requires a good backlink or link building strategy.

Strategic Link Building and Guest Posting for your Law Firm Website

SEO for family law and divorce lawyers can be a bit challenging but never impossible. One of the factors that Google uses to determine the search rank of a page by analyzing the number of good links it contains and vice versa. Link building is acquiring links from 3rd party websites. Guest posting is one of the methods of link building.

Impact of the Link Building Diagram
Impact of the Link Building Diagram

According to a Link Building research by Serpstat, 55.7% said that link building brings high results for SEO. Only 6.5% gave low ratings to the effectiveness of link building.

When other websites link to your website, Google can gauge your site’s quality. Providing content that truly answers people’s questions is the best way to get those links.

Some might find this hard, but it’s crucial for family law SEO. With an SEO expert’s guidance, you can create content to earn links from legal sites. Guest posting is also a great tool. It builds your credibility on online platforms.

By guest posting to other sites, you can get a link in your author bio. For family law SEO, you should connect with reputable sites. This is known as SEO outreach. Partnering with similar sites and sharing top-notch articles helps you get those backlinks.

Though it might seem long, SEO pros can assist with this and other link-building methods. They might suggest “broken link building”, which is replacing dead page links with fresh content.

Get help with link building and guest posting from Hedley Digital’s Link Builders and Content Writers.

Law Firm Website Design and Development

Optimized pages and fast load times are vital for family law SEO, but looks matter too. Google values user experience, and so should your site if you want to rank well.

Google PageSpeed Insights for Kirland and Ellis Law Firm
Google PageSpeed Insights for Kirland and Ellis Law Firm

User experience is also a key. Your website’s design should give an idea of your firm’s services and what clients can expect. It’s like introducing yourself to potential clients through your law firm site’s appearance.

The way your law firm site looks should mirror our service quality. A common pitfall is hiring a web design agency without considering SEO. This can lead to a beautiful website that doesn’t rank well in search results.

The smart move for your law firm’s SEO strategy is hiring an agency that balances good design with solid SEO. This ensures a professional look, high traffic, and high search rankings.

Since many potential clients will visit your site on their phones, it’s clear why mobile responsiveness is a must in today’s family law SEO.

Easy-to-Read Web Design Leads to Conversions Means More Clients for your Family Law Firm

An appealing and easily readable page layout is always a must in SEO. The more attractive and pleasing to the eye your website is, the more users would spend time scrolling and reading through your pages.

SEO for Family Law requires establishing a trustworthy space for potential clients. A poorly laid-out website can impact your law firm if it sends them in the direction of your competitors. You should focus on targeting a website designed for conversions.

You need pages that directly cater to potential clients’ needs. Understanding user intent is key. A site that’s easy to navigate, with clear interactive features, will likely attract potential clients.

Including optimized images can make my site more appealing. Family law SEO might seem complex to many. Using images helps explain your services, making it clearer for clients your offerings

How SEO for Family Law can Benefit Your Clients

Before someone becomes a client, they need a great experience on your website. For family law SEO, site structure is vital. You must aim for clear information flow and making navigation simple. A good user experience means more people engage and stay longer on your site. This is key for search engines, like Google, to easily crawl and index your law firm’s pages.

According to a Google research entitled “What Users Want Most from Mobile Sites Today“. 48% of people who visited a non-mobile optimized website reported feeling frustrated and annoyed.

You should consider the way your website responds to different types of devices. Many people today use their smartphones and handheld devices more. 50% of the global online traffic estimated were coming from mobile traffic. Google now implements a “Mobile First” indexing. This prioritizes mobile contents making it more important to make your website optimized.

How SEO Can Benefit Your Family Law Career and Firm?

SEO has been beneficial for any type of business. According to Forbes Agency Council, SEO is one of the most important factors if you’re looking to increase your digital reach and stable revenue. Family law is an intricate subject that lays a strong foundation in client relationships. 

Getting your message to the world and how you can help you and your law firm’s potential clients is highly important. Establishing a strong sense of knowledge will help ensure people that your company can help them through a difficult time in their life.

SEO for Family Law can help you send this message to a wider range of potential clients. When done correctly, you can easily establish a good impression between you and your future clients simply through your law firm’s online presence. 

Google plays an important role when it comes to how people find the services they are looking for. SEO for Family Law can help you get the exposure your law firm deserves in order to give your clients the best type of service that they can get. Get help today with your Family Law SEO.

Google Results Page on "Top Family Law Lawyers in the US."
Google Results Page on “Top Family Law Lawyers in the US.”


About the Author: Hedley Digital

We are Hedley Digital, a Performance-Driven Digital Marketing Agency celebrated by Forbes. The company was founded by: Jay Bae. As an industry expert, we had the honour of authoring for Forbes on SEO and digital marketing. 

Our team excels in SEO, PPC, and Social Media across multiple continents. We are proud to be a Google Analytics Certified Professional and a Semrush Partner Agency.

We are working with companies of all sizes located across the globe. Feel free to reach out to us at: [email protected] or by clicking here to our Contact Us Page.

Frequently Asked Questions

What does SEO stand for in law?

SEO for Law Firms is a tailored strategy for law firms or attorneys’ websites. Legal Practice Search Engine Optimization is its other name. The goal? Boost lawfirm site’s rankings on search engines like Google and Bing.

Why is local SEO important for law firms?

Local Search ranking is important for law firms. It puts the firm in front of potential clients using these search engines.

What A-levels do I need for family law?

While A-level law is not a mandatory prerequisite for pursuing a law degree, certain universities do have specific requirements regarding A-level subjects, such as law, English, and history. Therefore, it is crucial to thoroughly review the entry requirements of your desired university before submitting your application.

What is SEO in property?

SEO for real estate focuses on refining online content to draw in natural search traffic, instead of just using paid ads like Google Ads. This fine-tuning touches everything – from websites to social media and mobile apps. The aim? Boost visibility and connect with potential clients using search engines.

What is the term for SEO?

SEO – stands for search engine optimization. It refers to the tactics used to optimize your website to reach and maintain a high ranking on search engines for particular keywords.

What is SEO best practice?

SEO best practices encompass a range of tasks aimed at enhancing the search engine rankings of a website. These practices involve on-site optimization, keyword research, and building backlinks to the site.

How much should I pay someone for SEO?

Usual monthly retainer for SEO will cost around $500 to $1,500) per month. For those paying by the hour, $75 to $100 is the most popular hourly rate. For one-off SEO projects, $2,501 to $5,000 per-project is most common.

What is SEO and why does it matter?

SEO stands for search engine optimization. It’s all about improving a website’s visibility in organic search engine results page to boost both the number and quality of visitors.

For businesses, the main goal of SEO is to drive organic traffic. This means attracting users who find and click on their site when searching on platforms like Google.

What is the most important factor of SEO?

Relevant, high quality content is now what matters to SEO in 2023 and beyond. However, technical SEO, on-page SEO, and off-page SEO are still important.

What are the best benefits of local SEO?

Benefits of Local SEO

  • Increased visibility in local search results
  • Targeted reach to local customers who are actively searching for your products or services
  • Higher chances of appearing in Google’s “Local Pack” or “Map Pack” listings
  • Improved online presence and brand awareness within your local community
  • Enhanced credibility and trust among local customers
  • Higher likelihood of attracting foot traffic and driving local sales
  • Cost-effective marketing strategy compared to traditional advertising methods
  • Better alignment with mobile usage and voice search trends
  • Ability to compete with larger businesses on a local level
  • Access to valuable insights and data on local customer behavior and preferences\

Who writes SEO?

An SEO copywriter is an expert in crafting content optimized for search engines. Their aim is to boost website traffic by using industry-approved techniques. They’re adept at creating various materials, from product pages to emails, all geared towards marketing and sales.

댓글 남기기