Family law is an excellent niche of law to practice for a multitude of reasons. However, because it's such a great niche, the level of competition is exceptionally high. Unlike other law areas, people tend not to ask family or friends for recommendations for divorce attorneys because they sometimes feel embarrassed or ashamed of their situation.
While we don't enjoy that being the case, it's the reality. So, when people are looking for divorce attorneys, how do they find them? They search for them on Google. There are 49,500 Google searches for 'divorce lawyer' each month.
A pretty significant number, right?
So, the moral of the story is, if your family law website is not ranking on page one of Google for relevant divorce law keywords, you're pretty much last.
In this guide, we'll outline things you can do to boost your divorce law firm's SEO rankings and rank on page one of Google for highly competitive keywords, like family law attorney near me.
If you don't have the time or the interest in learning how to do SEO, no worries, contact us, and we'll manage it all for you.
First of all, what is SEO?
Simply put, search engine optimization (SEO) is the process of making your website more visible on search engines to searchers. Google Search works because when someone searches for something, Google will show them the most relevant search results possible.
For example, if you were looking to Google to find a law firm SEO agency but got search results for dog groomers near you, it would make no sense, have no relevance, and kill your user experience.
So, with SEO, Google knows which sites are quality and which sites are junk. They also know which sites answer questions for their searchers and who are just trying to sell something. If you're a high-quality website the produces informational content; you're going to reap the masterful benefits of SEO.
SEO is widely used in law firm marketing, so ensuring you know how to implement it is critical.
You Need A Website
This shouldn't have to be reminded in the 21st century but believe it or not, divorce lawyers still run their law firm without a website. In short, it just can't be done. Without a website, you'll limit your ability to scale your firm, and nobody will be able to find your firm online.
This is not to say you need a crazy, over the top website, because that's not the case.
What makes a good website is its design, functionality, and user experience. If it looks nice, works well, and users can find what they are looking for, that's all you need.
Now, if you have a bigger budget and want an excellent website for your family law firm, a web design agency can build your website and add some great features and more functionality. But again, if you don't have a big budget, a standard informational website will do just the job.
Write Your Meta Titles and Descriptions
So, now that you have your website for your law firm, you have to make sure it's optimized for SEO. While there are many things you can do to optimize your website, starting by writing meta titles and descriptions is a great place to start.
The best way to explain what meta titles and descriptions are a preview of what your website page content is about. A page's title tag and meta description are usually shown whenever they appear in search engine results.
Here is an excellent example of well-written meta titles and descriptions for your family law firms website:
Whys is this a great example? For starters, the title contains the lawyer's name, the area of practice (family law), and the law firm's name. Then, the description again mentions the name of the family law attorney, the firm's name, and what niche he serves; in this case, family law. Telling Google precisely what that page is about, without making it look low-quality or spammy, is the first step in optimizing your on-page SEO.
Write Good Web Copy
When you're in the process of building your website or working with a web design agency, you need to have sales copy to put on your website. When writing copy, you don't just give a quick bio about who you are and where you're located; you want to address pain points your ideal prospect would be searching for answers to. In your copy, link to other pages of your website so that people on your site end up taking your desired action of submitting their information for a consultation.
Here is an excellent example of web copy that does a great job of connecting with their prospect, explaining who they are, and also linking to other pages on their website:
As you can see, they did a great job of doing all the things we mentioned above. They hyperlinked they anchor text' family law' to their family law page, they included keywords without stuffing them in, and they resonate with what their client might be going through. This is an excellent example of well-written web copy.
Create High-Quality Content
Creating content is a must in divorce lawyer SEO. In such a competitive industry, basic fluff won't cut it either. As we stated earlier in this guide, competition in the legal divorce industry is exceptionally high. Google doesn't reward every website with high-rankings, only the ones that are of quality, informational, and consistent.
When crafting blog content for your divorce law firm, you don't just want to write about anything because you'll only be wasting your time.
Generally speaking, the customer journey before finding and locating a divorce attorney would research a particular issue. For example, instead of immediately searching for a 'divorce lawyer near me,' your potential client will probably search for something like, what are the New Jersey rules regarding alimony? Or, how do I acquire full custody of my kids in NJ?
By creating blog content that answers these specific questions and ranking for what we call long-tail keywords, you're establishing credibility and trust with your potential clients. At this point, your blog post is the first thing they are seeing and reading, and more than likely, they'll soon need a divorce attorney, and you'll be one of their options.
On your blog posts, you can also add a sidebar with a contact form or have your phone number visible on your site so that you can convert them into a paying customer right there and then.
You could also run some retargeting campaigns on Google, YouTube, or Facebook. Still, you'll want to approach this carefully because divorce (as you know) is very emotional, and you want to make them feel comfortable, not overwhelmed.
What Should You Be Writing About?
Like we mentioned in the last paragraph, you'll want to write about topics that answer questions, but ones that are typically at the top of the sales funnel. For example, instead of writing about why you're the best divorce attorney in NJ, writing about something like In NJ, what are the child support laws? By writing about topics at the top of the funnel, you're going to be your potential client's first point of contact during this emotional road. As we said, you're establishing trust and credibility here.
So, while it'll take longer to rank for geo-based keywords like 'family law attorney city X,' focus on long-tail keywords that you'll begin ranking for in a matter of weeks, sometimes days! An example of a long-tail keyword would be 'child support laws for New Jersey.'
Here are three rules to follow when deciphering what your content should be about:
1. You have to make sure that there is an intent to purchase legal services. A topic like "3 Ways to Make Your Divorce Go Smoothly" would be a waste of time if we're honest. At that point, all that person is looking for is free advice, which is fine, but you're a law firm, not an online forum. Now, a topic like "A Guide to Understanding New Jersey's Child Support Laws", would be something that has buyer intent, and that's worth your time.
2. Keyword volume has to be large. To explain this clearer, if you're trying to rank for a keyword that gets, on average, ten searches a month, it's just not worth your time. You want to ultimately rank for keywords that get 1,000 searches per month, minimum. While they're a bit more difficult, it's not impossible and far more worth your time.
3. Continuing our point of keyword difficulty, you also need to be realistic with yourself. If you're finding content written by the NY Times or CNN - forget it. You will never be able to compete with them, and again, you'll just be wasting your time!
As we hit on earlier in this post, if you have the desire and willingness to learn how to do this on your own - great. But, the reality is, it's something that you learn over time, and you'll more than likely waste a lot of time and money trying to figure it out on your own.