Search Engine Optimization (SEO) is crucial for any business, including local family law firms and divorce lawyers looking to attract more organic traffic and potential clients. ClickGiant has been helping law firms get more leads since the very beginning of organic SEO. Read on to learn more about crucial elements of local SEO for family law firms and divorce lawyers.
Family Law Keyword Research
Local Keywords: Use keywords that are geo specific. For example, “family law firm charlotte, nc” or “best louisville divorce lawyers.”
Here are a few of the top searches by monthly volume in Jacksonville, FL so you can get an idea of how often some of these terms are searched in a mid-sized city.
- family lawyer jacksonville fl – 70/month
- divorce lawyer jacksonville fl – 480/month
- divorce attorney jacksonville fl – 590/month
Service page / Subcategory Keywords: Identify the services you offer that fall under “Family Law” (e.g., divorce, child custody, adoption, arbitration, spousal support) and build out pages for each. This shows Google and the user that you’re serious about the topic and have the experience to help.
On-Page SEO For Family Lawyers
Title Tags: Make sure each page on your website has a unique title tag that includes the primary keyword for that page. Ex. “Child Custody Attorney Morristown, NJ”.
Meta Descriptions: Write compelling meta descriptions that include relevant keywords.
Headings: Use headings (H1, H2, H3) to structure your content, making sure to include relevant keywords, especially in the H1. “Morristown Child Custody Lawyers”.
Content Quality & Uniqueness: Make sure the content is well-written, informative, and addresses common questions or issues your target clients might have. It needs to be mostly unique, so run it through a tool like copyscape to make sure it passes the test. Duplicate content usually won’t rank well and sometimes even gets penalized.
Internal Links: Link internally to other relevant pages on your website. For instance, the child custody page could link up to /divorce page and vice versa.
Local SEO For Family Law Attorneys
Google Business Profile: You want to be featured in that beautiful local Map Pack? Set up or optimize your Google Business listing. Make sure your primary practice area is selected as “primary” then you can add a few more if you’d like. Fill out every section they allow and use some keywords.
Local Citations: Make sure your family law firm’s name, address, and phone number (NAP) are consistently listed across various online directories.
Local Reviews: Reviews are now part of the actual ranking algo, so you must keep adding them. Encourage satisfied clients to leave reviews on Google. Click on the “leave review button” on your own GBP, copy the url, use a url shortener like tinyurl, and you have the link you can send to clients.
Local Backlinks: Links are still an important element in ranking well. Try to get backlinks from local businesses, newspapers, or blogs to improve your local SEO. You can also benefit from being included on the myriad legal directories out there. We typically get about 30/month for our clients.
Technical SEO Elements
Mobile Optimization: Ensure that your website is responsive and mobile-friendly.
PageSpeed: This is another part of the ranking algo. Optimize images and use caching to improve your site’s loading speed. Check server response times. Use Google’s own tool to see your score. Should be in the 90’s. https://pagespeed.web.dev/
Crawlability/Indexability/Sitemaps: You must check Google Conole to ensure your sitemap is working correctly and pages are crawled and indexed routinely. Many times, they are not.
Website User Experience (UX)
Navigation: Make it easy for visitors to find the information they are looking for. Menus with practice area dropdowns if possible.
Call to Actions: Make your call-to-action (CTA) clear, whether it’s contacting you for a free consultation or downloading a legal resource.
SSL Certificate: Make sure your website is secure (HTTPS). This is mandatory for SEO.
Content Marketing For Family Lawyers
Blog Posts: Regularly publish high-quality blog posts that answer common questions about family law and trends/decisions in your state.
Law Firm FAQs: Have a FAQ section that answers common questions about family law.
Awards/Case Studies/Testimonials: Showcase success stories and testimonials from satisfied clients within compliance standards.
Social Media for Family Law Firms
Social Media: Use social media platforms like LinkedIn, Facebook, and Twitter to promote your content.
Local SEO + Social: Use localized hashtags and geo-tags whenever possible.
Email Marketing: Keep past and potential clients engaged with regular newsletters that offer valuable insights into family law and new laws in your state.
Analytics & Keyword Trackers
Google Analytics: Set up Google Analytics to monitor how well your SEO efforts are performing. You can look at Traffic/Organic/Landing Page to see what pages rank best and for which keywords.
Conversion Tracking: Identify what actions you want users to take on your website (e.g., filling out a contact form, calling your office) and set up conversion tracking for these actions.
Live Ranking Dash
You need a way to see what keywords you currently rank for and whether you’re on the way up or down.
We use a dashboard that our clients can log into anytime to see where they stand. Example below.
Build a Powerful Local Presence and Family Law Firm SEO Strategy with ClickGiant Today.
Researching, implementing, and tracking/reporting on an effective SEO project isn’t for the inexperienced, unless you have a lot of time on your hands. You passed the Bar so, if you needed to do it and had 2 hours a day, you probably could but why would you want to? And stay abreast of the ever-changing Google and SEO landscape? Designing a cutting-edge, super-fast website, creating unique content, and deploying dozens of current SEO tactics that increase rankings, traffic, and leads will require significant time and energy.
Instead of taking on a challenge of this magnitude, consider partnering with an expert family law and divorce lawyer SEO Firm like ClickGiant. We’ve been helping law firms bring on new clients since 2010. We’ll have prospective clients knocking on your door, sending in a contact form, or calling in no time.