SEO For Family Lawyers

Family Law Search Engine Optimization

The first interaction a potential client has with a law firm is often via a search engine, making it critical for a successful law firm to have a strong online presence. For family lawyers, who operate in an intensely competitive field, this is especially crucial. Law Firm SEO, or Search Engine Optimization, emerges as a key player in this scenario. It’s not just a tool; it’s a game-changer. At Thunderhead Marketing, we understand that SEO for family lawyers is more than just climbing search engine rankings — it’s about strategically positioning your practice to meet clients at their point of need.

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Family law is deeply personal and sensitive. When someone searches for legal assistance in matters of divorce, child custody, or other family issues, they are not just looking for any lawyer. They are looking for someone they can trust, someone who can guide them through one of the most challenging times in their lives. This is where Thunderhead Marketing steps in. We specialize in crafting SEO strategies that do more than increase your online visibility. Our approach is designed to connect your expertise as a family lawyer with those seeking guidance, building a bridge of trust and professionalism right from the first click.

Why SEO for Family Lawyers Is Important

Search Engine Optimization is the art and science of optimizing your online presence to increase visibility on search engines like Google. However, for family law attorneys, SEO is not just about visibility; it’s about connecting with the right audience at the right time.

A well-executed SEO strategy can differentiate your practice from others by ensuring that your website appears prominently when potential clients are searching for legal assistance. Family law clients are often dealing with sensitive, personal situations. Tailored SEO helps your firm appear in search results for queries that are highly specific to your area of expertise, such as “child custody lawyer” or “divorce attorney near me.”

Click-through Rate – 1st Page


The top result in Google enjoys a 33% click-through rate among both desktop and mobile users.

Search Engine Market


Google currently has 86.86% of the search engine market.

Click-through Rate – 2nd Page


For the second page of results, click-through rates drop to 2 to 3%.



Google uses over 200 factors in their algorithm for ranking websites.

How Does Google Rank Websites?

Search Engine Optimization (SEO) is fundamentally about enhancing the organic rankings of a website on search engines, with Google being the primary focus for most. The term “organic” refers to the non-paid, algorithm-driven results displayed on search engine pages, distinct from paid advertisements.

Google employs over 200 factors in its algorithm to determine the ranking of websites for any given search query. Understanding these factors is crucial for effective SEO, especially for specialized fields like family law.

  1. Quality and Usefulness of Content: Google prioritizes websites that offer valuable, relevant, and well-written content. For family lawyers, this means providing clear, informative, and client-focused content that addresses the specific needs and questions of your audience.
  2. Backlinks: The quantity and quality of other websites linking to your site (backlinks) are indicators of your website’s authority and trustworthiness. High-quality backlinks from reputable legal sites or authoritative resources can greatly enhance your ranking.
  3. Website Loading Speed: Fast-loading websites provide a better user experience, which Google rewards in its rankings. Optimizing images, leveraging browser caching, and minimizing code are ways to improve loading speeds.
  4. User Interaction: Google takes into account how users interact with your site. Metrics like click-through rates, time spent on the site, bounce rates, and user engagement play a role in determining your website’s ranking.
  5. Mobile Responsiveness: With the increasing use of mobile devices for web browsing, Google emphasizes mobile responsiveness as a key ranking factor. A website that is easily navigable and visually appealing on mobile devices is crucial.
  6. Secure and Accessible Website: A secure website (HTTPS) and one that is easily crawlable by Google’s bots are fundamental. Ensuring your site is secure and has a well-structured sitemap aids in better indexing and ranking.
  7. Domain Age, URL, and Authority: Older domains often rank better, though this isn’t a hard and fast rule. A clean and concise URL structure that includes keywords can also aid in rankings.
  8. Optimized Content with Keywords: While keyword stuffing is penalized, appropriately using relevant keywords in your content, titles, and meta descriptions helps Google understand and rank your content for those terms.
  9. Local SEO Elements: This involves specifically targeting the audience in your immediate geographical area. Local SEO for lawyers is particularly important for family law, as most clients are looking for legal services within their locality.
  10. Technical SEO: This encompasses various backend elements of your website, like structured data markup, proper use of tags, and clean, efficient coding. Technical SEO ensures that Google can effectively crawl and index your website.
  11. Regular Updates: Google favors websites that are regularly updated with fresh content. For a law firm, this could mean consistently updating blog posts, news sections, and informational resources.

By focusing on these and other factors, family law attorneys can enhance their website’s SEO, climb higher in the SERPs (Search Engine Result Pages), and increase their online visibility. It’s important to note that SEO is a dynamic field, and staying abreast of the latest trends and algorithm updates is key to maintaining and improving your rankings.





Our SEO Services for Family Lawyers

At Thunderhead Marketing, we specialize in creating SEO strategies that not only enhance your online presence but also build a lasting connection with your clients, ensuring your firm stands out. This includes:

  • Keyword Research: This involves identifying the terms and phrases that potential clients use when searching for family law services. Effective keyword research for family lawyers goes beyond general terms, focusing on specific legal services and localities.
  • On-Page SEO: This includes optimizing individual web pages to rank higher and earn more relevant traffic. For family lawyers, this means creating content that answers potential clients’ questions, using keywords strategically, and ensuring that all technical aspects of your site (like meta tags and URLs) are optimized.
  • Local SEO: A robust local SEO strategy involves more than just incorporating location-specific keywords. It’s about effectively managing your Google My Business profile to enhance visibility in local search queries, ensuring your practice appears in relevant local directories, and actively maintaining accurate and consistent NAP (Name, Address, Phone Number) information across the web.
  • Authority Building: Search engines favor websites that demonstrate authority and trustworthiness. For family law attorneys, this can be achieved through backlinks from reputable legal sites, high-quality content creation, and client reviews.
  • User Experience: A vital but often overlooked aspect of SEO is the user experience. A website that is easy to navigate, loads quickly, and provides valuable information is more likely to retain visitors, reducing bounce rates and improving rankings.
  • Adaptability: SEO is not a set-and-forget strategy. The legal landscape, along with search engine algorithms, are constantly evolving. Keeping abreast of these changes and adapting your strategy accordingly is essential for sustained SEO success.


These are some of the most common questions we get as marketers.

Yes, we will send a report around the 1st of each month that evaluates your keyword rankings, clicks to your website, Google Business Listing actions, and website conversions.

Our complete SEO packages start at $2,300 per month.

No. Nobody can guarantee specific rankings. Anyone who does is either inexperienced or trying to take you for a ride. Google is unpredictable, and there are always tough competitors to contend with.But what we can guarantee to deliver is hard work, smart work, guidance, and – yes – most likely higher rankings.

Within 2-6 months, in general.

We offer all of our SEO Marketing clients exclusivity, where we can only work with one client in a given market for a specific niche / practice area.

We do! We can translate and optimize your website for Spanish speaking leads.

Both are important. PPC is a great tool to quickly get in front of your audience, while SEO is a long-term strategy. PPC can also offer powerful insights that can help your SEO campaign.

What Our Clients Say

We care very much about our client’s success and their recommendations are the greatest compliment.

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We have worked with Jeremy and Celeste for years and are happy with the results we’ve seen. They are professional and very responsive.
Tania Rivas, Attorney at Law
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I would gladly recommend Thunderhead Marketing! They transformed our website in to a vital part of our sales efforts. With their help, we have grown from a 2 person law firm to an 8 person firm and have doubled our office space. They tailored a very effective search engine optimization campaign that continually bring us clients each month. They are quick and really care for their clients’ success.
Keith Morris, Attorney at Law

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