Before we talk about how to do SEO for family lawyers, let me paint a scenario for you:
Think about the journey a client goes through before they land in your office.
It starts with a crack. A hushed argument late at night. A slammed door. A word spoken that can’t be unsaid. One day, it’s a fight over what’s for dinner; the next, it’s a fight over who gets the house, the kids, and the dog.
They’re tired. Worn thin. Not from a single bad day, but from years of them. And now, they’ve hit a breaking point.
At 2:13 a.m., sitting on their couch in the glow of a silent TV, they grab their phone. They don’t want to, but they do. They type the words, best divorce lawyers near me.
And just like that, the next chapter of their life begins.
Here’s the thing — they’re not looking for just a lawyer.
They’re looking for a guide, a lifeline.
Someone who doesn’t just know the law but understands what it feels like to divide a life into two.
If your name doesn’t pop up in those first few search results, they won’t find you.
They’ll find someone else — someone who might not be the right fit, but who Google tells them is “good enough.”
That’s why SEO matters for family lawyers.
It’s not about climbing to the top of some search engine mountain for bragging rights.
It’s about showing up when people need you most — when their life feels like it’s falling apart, and they’re searching for someone to help them put the pieces back together.
This is where SEO steps in.
It’s what puts you in front of people who are searching for a family lawyer right now.
Not weeks from now. Not after they’ve tried to figure it out themselves. Now.
These aren’t clients you have to chase or convince—they’re actively looking for help.
They’ve already Googled questions like How do I get custody of my kids? or What are my rights in a divorce?
They’re ready to talk to someone who can guide them through the chaos and give them a clear path forward.
And here’s the beauty of it:
Unlike ads that disappear when the campaign ends, SEO keeps working for you, day in and day out.
It’s an investment that keeps bringing new clients to your door—clients who are ready to take action.
Sure, referrals are gold.
A past client recommending you to a friend is invaluable.
But SEO?
That’s how you reach the people who don’t know you yet, but need someone just like you to fight for them.
If you’re tired of waiting for clients to find their way to you, it’s time to make SEO work for your family law firm.
In this guide, we’ll break it all down: how to show up in the right searches, connect with the right people, and make sure your expertise is front and centre when it matters most.
Let’s dive in.
How SEO can grow your family law firm
While referrals and word of mouth can help you get clients, SEO is what keeps your name out there — day in and day out.
So you can be part of the conversation when people are searching for legal help during some of the toughest moments of their lives.
Think about it — every day, people are online, desperately looking for answers to their family law questions.
If your practice isn’t showing up for these local searches, you’re missing out.
I’m a freelance SEO consultant and content writer with over four years of experience.
I’ve worked with dozens of businesses — including law firms — helping them use SEO to connect with more clients.
Need help brushing up your SEO strategy for your family law firm? Find out more about my services below:
But if you’re looking for a more DIY approach, I’ve put together a no-nonsense guide to show you exactly how to nail SEO for your family law firm.
Thousands of hours worth of research packed into a simple, practical guide. No fluff.
Let’s get started.
Use the Table of Contents below to navigate to the areas you’re interested in.
How to analyse your competitor's family lawyer SEO strategy
Before you dive into keywords and rankings, you need to know who’s already in the game.
Competitor analysis is where it all begins.
It’s how you figure out what’s working for other family law firms in your area — what they’re crushing and where they’re falling flat.
Let’s dig into a scenario.
Imagine there’s a rival family lawyer in your city who’s owning the search results.
They’re ranking for searches like divorce lawyer in <your town/city> and best child custody attorney near me.
But here’s where they stumble: their website feels clunky, their content reads like a legal textbook, and their contact form is buried three pages deep.
That’s your opening.
Optimise your site, make it easy to navigate, and craft content that speaks directly to what your clients are feeling.
Take those top spots for yourself.
By understanding what your competitors are doing well — and where they’re dropping the ball — you can build a stronger, smarter SEO strategy for your firm.
The bottom line?
Before you dive into SEO, step back.
Scope out the competition.
Find the gaps and start filling them.
Here’s how you do that:
Start by Googling your own keywords
Fire up Google and type in the keywords you think people are using to find family lawyers in your area.
Let’s say you’re running a family law firm in Nashville, Tennessee.
You’d zero in on keywords like divorce lawyer in nashville or child custody attorney near me.
These folks would be your main competitors — the ones standing between you and that top spot.
Now, it’s time to do the same for your keywords:
Find the top-ranking websites and jot down their URLs.
Why? Because next, we’re going to roll up our sleeves, figure out what’s making them tick, and uncover exactly what you need to do to beat them at their own game.
Find areas for improvement in your competitor's content
Visit their websites and take a good, hard look around.
What kind of content are they putting out there?
Are they posting blogs about navigating divorce?
Offering free guides like “How to Prepare for a Custody Hearing”?
Showcasing heartfelt testimonials from clients whose lives they’ve helped change?
Pay attention to their tone, the topics they’re covering, and how they’re connecting with their audience.
Are they positioning themselves as the go-to family law experts in your area?
Are they leaning into educational content or focusing on client success stories?
The goal here is simple: figure out what’s working for them — and then do it better.
If they’re writing about divorce mediation, you write the ultimate guide to making mediation work for your family.
If they’ve got a landing page for custody cases, you create one that’s sharper, easier to navigate, and optimised for local SEO.
Because when you understand what’s resonating with their audience, you can use that insight to pull ahead of the competition.
Dig into data with SEO tools
SEO tools like Ahrefs, Semrush, and Mangools are an SEO’s best friend when it comes to dominating local search results.
These tools are loaded with features that can make your life as a family lawyer — or the SEO managing your site — so much easier.
They give you insights and data about your competitors that would take hours, maybe even days, to uncover on your own.
Want to know what keywords your competitors are ranking for?
How much traffic they’re pulling in?
Where their backlinks are coming from?
These tools have you covered.
If you’re serious about growing your website’s traffic and getting more calls from potential clients, investing in one of these tools is a no-brainer.
Personally, I swear by Semrush.
All you have to do is pop in your competitor’s URL — say the top-ranking family law firm in your city — and let the tool do its thing.
You’ll uncover a goldmine of data: their best-performing keywords, the pages driving the most traffic, and even the gaps in their strategy that you can swoop in and capitalise on.
You can use this info to brush up your own keyword strategy and pinpoint areas where your website could use a little extra love.
But here’s the thing — not everyone wants to pay for an SEO tool, and that’s totally fine.
You’ve still got options.
There are plenty of free tools that can help you kickstart your keyword research without dropping a dime.
Here are a couple of my go-tos:
- Hoth Rank Checker – Great for seeing which keywords a competitor is already ranking for.
- Ahrefs Backlink Checker – Perfect for analysing where their backlinks are coming from (and maybe borrowing a few ideas).
Keyword research for your family lawyers
Let’s go back to that Nashville family law firm scenario.
Let’s say someone in Nashville is facing a custody battle or the first steps of a divorce.
They’re not Googling best lawyers in america.
No, they’re typing in divorce lawyer in nashville or child custody attorney near me.
These are what we call local keywords.
Local keywords matter because they connect you with the people in your community — the ones who are ready to pick up the phone and ask for help.
They cut through the noise of the internet so you’re visible to the people actually looking for a local family lawyer, not some big-name attorney in a different state who can’t do a thing for them.
Let me explain.
If your goal is to attract more clients in your area, zero in on the local keywrords.
It’s all about quality over quantity.
Sure, a keyword like best lawyers in america might have higher search volume, but those searches are coming from all over the country.
On the other hand, someone searching for divorce lawyer in nashville is much more likely to pick up the phone and book a consultation.
The same rule applies to any family law keyword.
Local keywords get you in front of the people in your area who actually need your services.
The bottom line? Local relevance matters more than search volume.
I’ve already talked about how you can use SEO tools to find local keyword ideas.
But here’s an extra tip: there are two quick and free methods to uncover even more local ideas.
Related searches
Related searches are one of the simplest ways Google hands you free keyword ideas.
You’ve seen them before.
When you search for something on Google, scroll to the bottom of the page, and there’s that neat little list of similar searches.
That’s where the gold is.
These related searches give you a direct look at what potential clients are thinking about — what’s keeping them up at night, what answers they need, and the problems they’re trying to solve.
And the best part? It couldn’t be easier.
All you have to do is Google a target keyword, scroll down, and boom — there’s your list of fresh ideas, waiting for you to dig in.
So, if you’re looking for a quick and easy way to grow your keyword list, start with related searches.
It’s free. It’s fast. And it’s sitting right there, waiting for you to use it.
Answer Socrates
There’s this tool not a lot of people talk about, but it’s a hidden gem.
It’s called Answer Socrates.
It’s free, it’s simple, and it’s one of the easiest ways to uncover the exact questions people are Googling about your service or product.
1. Go over to the Answer Socrates website
So firstly, head over to Answer Socrates.
The site is simple to get around, so you can dive right in without any hassle.
Perfect for folks who want to jump straight into the keyword research.
2. Plug in your keyword
Type your seed keyword into the search bar.
What’s a seed keyword, you ask?
The clue’s in the name.
A seed keyword is your starting point—a broad term that sprouts into all the other keywords you’ll uncover.
Think of it as the foundation of your entire keyword strategy.
For example, family lawyer nashville would be the seed keyword for our Nashville-based family law firm.
3. Analyse the results
Answer Socrates will whip up a list of questions, that people are actively searching for around your keyword.
Take this data and cross-check it with insights from a more advanced SEO tool like Ahrefs or Semrush.
The overlap will tell you what’s worth chasing.
On Page SEO
How to set up location pages
Creating strong location pages is one of the smartest ways to bring in clients for your family law firm.
Here’s how you can make it happen:
Pages that target cities
Let’s say you run a family law firm based in Nashville but also have offices serving clients in Franklin and Murfreesboro.
Here’s the play: create individual pages for each of these locations.
Why? Because each location page lets you target the keywords people in those areas are Googling when they’re searching for legal help.
Think along these lines:
- divorce lawyer nashville
- child custody attorney franklin
- family law firm murfreesboro
All of the above keywords are gold for your firm.
We’d love to think potential clients are neatly clustered in one city, but the truth? They’re spread across neighboring towns, all looking for someone who can help.
So here’s the move: build tailored pages for each of these locations.
By zeroing in on these specific keywords, you’ll show up in searches when people in these areas are actively seeking a family lawyer.
It’s a smart way to extend your reach without losing that local touch.
You’re planting your flag in each of these locations so that when someone’s world feels like it’s falling apart, your name is the first one they see.
Basic on-page SEO for your family law firm
Remember these tips for your on-page SEO:
Nail the URL
Keep it short, sweet, and to the point:
Think of your URL like an address.
It should tell people exactly where they’re going — and what they’ll find when they get there.
If your firm handles divorce cases in Nashville, your URL should look something like this:
- www.yourlawfirm.com/nashville/divorce-lawyer
Also offering child custody services in Franklin? No problem:
- www.yourlawfirm.com/franklin/child-custody-attorney
This way, Google knows exactly where to send potential clients, and the people searching for help aren’t left scratching their heads trying to figure out if you handle their case.
It’s all about making things clear, simple, and easy to find — for both Google and the people who need your services.
Write killer titles and headings
Just because you need to sprinkle keywords into your headings doesn’t mean they have to read like a legal textbook.
Your page titles and headings? They’re the first thing people see.
Make them count.
- Write killer titles: Be specific. Be clear. And slide in that location keyword naturally — like it belongs there.
Here’s the difference:
- Boring: “Family Law Services.”
- Better: “Trusted Family Lawyers in Nashville – [Your Law Firm Name].”
Your headings can be both optimized and human. There’s no need to settle for boring.
Because when someone’s Googling divorce lawyer nashville, you want your title to catch their eye and make them feel like they’ve found the right place.
It’s not about stuffing keywords. It’s about making sure those keywords lead the right people to you.
Let the locals do the talking
Drop in some testimonials from the folks down the street.
Because nothing builds trust quite like hearing it straight from someone who’s been there — someone who’s walked into your office with a messy divorce or a custody battle and walked out with peace of mind.
People trust people. Especially when those people are their neighbors.
- Example: “I was nervous about the whole process, but they made it simple and compassionate. If you’re looking for a family lawyer in Nashville, I can’t recommend them enough.” — Samantha, East Nashville Resident
It’s simple: let your happy clients do the talking.
Add ALT text to images
For every image, add descriptive alt text that includes relevant keywords.
Descriptive, SEO-friendly ALT text will improve your website’s accessibility and relevancy for your target keyword:
How to set up Google Business Profile
Complete every section
Fill out every section completely — business name, address, phone number, website, and operating hours.
Use a local phone number to bump up your local SEO.
When you miss out on info you miss out on customers.
An incomplete profile is like leaving the front door open; people can wander in but might not find what they need.
Use posts
Don’t sleep on Google Posts.
They’re a simple way to keep your family law firm visible and relevant in local searches.
Think of them like mini social media updates — but on Google, where people are actively searching for legal help.
Use them to share helpful content, firm updates, or even timely advice.
For example:
- Post a quick guide on “What to Expect During a Divorce Mediation.”
- Share a heartfelt client testimonial (with their permission, of course).
- Highlight a seasonal campaign like “Free 30-Minute Consultations for Child Custody Cases in January.”
These posts show potential clients that you’re active, approachable, and invested in your community.
Because when someone’s Googling family lawyer near me, they’re not just looking for credentials — they’re looking for a real person who gets it.
And a Google Post? It’s a small but impactful way to show you’re that person.
Collect reviews
After a case wraps up — whether it’s a divorce settlement, a custody agreement, or an adoption — ask your clients for a review while the experience is still fresh in their minds.
People are more likely to leave a review if it’s easy.
So, send a follow-up email or text with a direct link to your Google Business Profile review page.
For example:
“Hi [Client’s Name], it was an honor helping you through this process. If you’re happy with the outcome, would you mind leaving us a quick review? Here’s the link: [Insert Link]. Your feedback means a lot to us, and it helps others find the support they need. Thank you so much!”
And remember — don’t ghost your reviews.
If a client takes the time to write something thoughtful, respond.
Thank them for their kind words. Address any concerns with professionalism and empathy.
Reviews are more than just stars on Google. They build trust, credibility, and a sense of community around your firm.
And trust? It’s the currency that wins clients in family law.
Choose the right categories
Make Family Lawyer your primary category, and add secondary options like Divorce & Separation Lawyer or Child Custody Attorney.
This helps Google connect the dots and match you with the right people — the ones who are searching for legal support in your area.
Because when someone types in divorce lawyer nashville or family attorney near me, you want Google to know exactly where to send them.
The more specific your categories are, the more likely you’ll show up when someone’s ready to pick up the phone and call for help.
Use booking features
If you can, enable online booking.
This makes it easy for customers to schedule your services directly.
The simpler you make it for them, the more likely they are to buy.
How to hire an SEO for your family law firm
Maybe you’ve made it this far and thought, ‘SEO sounds nice, but ain’t nobody got time for that.’
Fair. That’s where hiring an SEO expert comes in.
But here’s the thing — when someone pitches their SEO services to you, don’t just nod along.
Listen closely.
And more importantly, make sure what they’re saying actually adds up.
If some smooth-talking consultant promises your family law firm in Nashville will outrank every big-name competitor in a week, run.
Before you even think about hiring an SEO, you need to get clear on what you want.
Here’s the problem: most businesses say they need SEO, but when you ask them why, they freeze.
They don’t know who they’re trying to reach, what they want those people to do, or how to measure success.
Instead, they throw money at SEO like spaghetti at a wall, hoping something sticks.
Spoiler alert: it usually doesn’t.
Yes, you want more traffic to your site.
But it’s not just about any traffic — it’s about getting the right people.
You want the kind of traffic that leads to action:
The newly-separated spouse searching divorce lawyer near me and calling your office the next morning.
The parent typing child custody attorney in <your town/city> who’s ready to schedule a consultation.
Or maybe you’re playing the long game — putting out valuable content so that when someone needs legal help six months down the line, your name is the first that comes to mind.
What you don’t want?
People who stumble across your site by accident, skim a few lines, and click away faster than you can say “amicable divorce.”
That’s how you burn through your marketing budget without a single client to show for it.
So, if you’re considering hiring an SEO, do some vetting.
And start by asking these questions:
"What's your pricing structure?"
When it comes to SEO, asking about pricing is non-negotiable.
Because here’s the thing—the way an SEO prices their work tells you a lot about what you’re getting.
Are they throwing out numbers to see what sticks, or do they actually have a plan that fits your firm’s goals?
Most SEOs work with one of two pricing models:
Retainer-based pricing or one-off packages.
Let’s break down what each one means—and which might make the most sense for your family law firm.
- Retainer-based pricing:
Let’s start with the retainer model.
Think of it like having an SEO expert who knows your family law firm inside and out — someone who’s always in your corner, ready to jump in and make adjustments when things shift.
You’re paying a fixed monthly fee for ongoing support, strategy tweaks, and the peace of mind that someone’s keeping your online presence in check.
This model is ideal for family law firms that want steady, long-term growth.
It’s less about quick fixes and more about sustainable results.
Why it works:
- Consistency: SEO isn’t a one-off project. With a retainer, your SEO partner stays committed, continuously refining your strategy as your goals evolve and the legal market shifts.
- Proactive improvements: They won’t wait for your rankings to drop before they act. They’ll keep a close eye on your site, catch potential issues early, and fine-tune your SEO strategy so you stay ahead of competing law firms.
- Ongoing expertise: You’re not just hiring someone to tweak your meta tags. You’re gaining access to their knowledge and insights — how to target the right keywords, build content that resonates, and drive more inquiries to your firm. It’s like having a legal marketing coach on call.
Retainer-based SEO is about more than rankings.
It’s about building a long-term partnership that helps your firm grow steadily, without you having to stress over every Google update.
2. One-off packages:
One-off packages are a great fit for family law firms that don’t need full-time SEO support but want help tackling specific projects.
Maybe your website needs a serious audit.
Maybe you want to overhaul your content to speak directly to the people who need your help the most.
Or maybe you’re ready to dig into keyword research and start showing up for local searches like divorce lawyer nashville.
With one-off packages, you pay for what you need, when you need it.
The benefits:
- Cost-effective: If your budget’s tight or you’re just testing the waters with SEO, this is an easy way to make improvements without a hefty commitment.
- Flexibility: You can choose services that match your current goals. Need a content refresh? Done. Want a new keyword strategy? No problem. If your focus changes down the road, you’re not tied to a long-term contract.
- Quick wins: One-off services can deliver fast, noticeable improvements — whether it’s optimising a key landing page or fixing technical SEO issues that have been dragging you down.
Sometimes, you don’t need a full-time SEO on standby.
You just need someone to jump in, fix what’s broken, and set you up for success.
"How do you handle reporting and communication?"
When you’re spending hard-earnt cash on SEO services, the last thing you want is to be left in the dark, wondering if your investment is paying off.
So you need to know exactly how your SEO plans to keep you in the loop.
- Reporting:
Let’s talk about reporting.
It’s not about dumping a spreadsheet full of numbers on your desk that look like gibberish.
You need reports that actually tell a story.
A great SEO doesn’t just show you the numbers — they help you understand what those numbers mean for your family law firm.
They’ll break down the data into something meaningful, showing you not just what’s happening, but why it matters.
What to look for:
- Practical insights: The best reports don’t just throw metrics at you; they explain what’s working, what’s not, and what steps to take next. For example, you’ll learn why a keyword like divorce lawyer nashville is bringing in traffic, how your blog content is resonating with users, and where there are gaps you can fill to attract more clients.
- Custom dashboards: A good SEO will give you dashboards that let you see how your site’s performing in real time. They’ll use these tools to catch areas for improvement before they become problems — and make constant adjustments to keep your firm ahead of the competition.
- Contextual understanding: Numbers are just numbers without context. Your SEO should explain why things are happening — like how seasonality, trends, or local competitor activity is affecting your performance. They should connect the dots so you’re not left wondering why traffic went up one month and dropped the next.
Because at the end of the day, data isn’t worth much if you can’t make sense of it — and a good SEO will make sure you do.
2. Communication:
Let’s talk communication.
SEO is an ongoing process that needs regular check-ins, updates, and tweaks along the way.
And you want someone who’s going to keep you in the loop — proactively.
What you should expect:
- Regular check-ins: Whether it’s every week or once a month, you need those scheduled conversations to go over what’s been done, what’s coming next, and how your strategy is evolving. These check-ins are your time to ask questions, steer the ship, and make sure you’re both on the same page.
- Transparent communication: A good SEO isn’t going to sugar-coat things. If something isn’t working, they’ll tell you. And they won’t just leave it at that — they’ll bring you solutions, too. No fluff. No dodging tough conversations.
- Availability: You don’t want an SEO who vanishes the second you have a question. If you need clarification or a quick call, they should be reachable without making it feel like you’re chasing them down. And when they respond, it should be clear, direct, and actionable — not vague jargon that leaves you scratching your head.
"How do you measure success?"
When it comes to SEO, success isn’t just about seeing your family law firm climb the search rankings.
That’s just one part of the puzzle.
The real question is this: is the time, money, and effort you’re investing in SEO actually moving the needle?
Are you getting more consultations, more calls, and, ultimately, more clients walking through your door?
Rankings:
Seeing your family law firm land on the first page of Google feels damn good.
It shows the work you’ve put into your SEO is making progress.
But rankings? They’re just the front door.
What’s happening afterwards — the clicks, the calls, and the booked consultations — is what really counts.
Here’s what I keep tabs on:
- Target keyword rankings: I’ll track how your firm shows up for local keywords in your practice areas. These are the phrases your future clients are typing into Google when they need help, right now.
- Competitor rankings: I’ll also keep a close eye on your competitors — who’s outranking you and why — and make sure we’re doing everything we can to take back those spots.
And that is how you do SEO for your family law firm.
That’s all, folks.
That’s all he wrote.
Thanks for reading.
