The Special Forces of
Search and AI Visibility
The Special Forces of
Search and AI Visibility
Marketing for family law requires more than generic legal ads. It demands nuance, empathy, and precision. Issues like divorce, child custody, and parenting time are deeply personal, and your marketing must reflect that. Poorly written content or tone-deaf messaging can drive the wrong clients; or worse, drive qualified leads away.
At Borealis Digital Marketing, we create custom marketing strategies for family law attorneys that speak directly to the needs of your ideal clients. We highlight the specific areas of family law you want to grow. This includes high-conflict custody cases, high-asset divorce, or amicable settlements.
Our team doesn’t just rely on experience; we stay ahead of the curve by leveraging AI-powered SEO, algorithmic trend analysis, and content optimization techniques to ensure your firm shows up where it matters most. In today’s evolving search landscape, optimizing for both human readers and AI-driven search engines is no longer optional, it’s the new baseline.
Our strategies have been tested, refined, and proven. One Michigan-based family law firm more than doubled its traffic and leads using our SEO and PPC services and that’s just the beginning.
Website: kellykellylaw.com
This case study involves a multi-practice Southeast Michigan law firm who experienced the following improvements from our marketing efforts.
We engineered a full-scale digital growth strategy tailored for an ecommerce store competing in a highly technical, B2B space.
Developed a brand new website with an improved design, upgraded speed, and professionally written content focused around relevant high volume search terms.
Communicated with attorneys at their firm to identify search terms with the highest potential monetary value for each practice area
Set up targeted Google Ads Campaigns to generate cases for the practice areas of criminal defense, DUI, and family law.
Created professionally designed landing pages for each practice area to integrate with our PPC and SEO Campaigns.
Reverse engineered top competitors within their industry and strategically produced original and improved content around similar topics
Maximized website speed by reducing load time from an average of 5 seconds to under 3s.
Visited the law firm to take high quality videos and images and incorporate them with our content and landing pages.
In just one year, Kelly & Kelly Law experienced a tremendous increase in phone calls, chats and leads. They received 2,221 organic leads and 3,114 from PPC & SEO, with 45% growth in their client base and 2900% increase in traffic, their client list continues to grow.
Search Engine Optimization and Paid Search Advertising are arguably the most powerful internet marketing verticals available for law firms today. With 3.5 billion searches per day, nobody can deny the power of having your name appear for your desired searches on Google. This is particularly true for family law attorneys as almost 50 percent of marriages in the U.S. end in divorce.
In other words, more people than ever before are searching for divorce lawyers and legal advice online. With this in mind, we base our marketing strategies on proven methods to ensure client’s receive maximum visibility for searches.
These strategies involve using our unique knowledge, expertise, and resources to identify the most lucrative keyword searches for a family law practice. While conducting keyword research, we consider several key factors:
In other words, the most desirable keywords have a high monthly search volume and are being searched by individuals actively looking for an attorney.
For example, the keyword “Family Lawyer” has 6,500 searches per month and represents a potential client searching for an attorney for this practice area. As you can see from the AHREFS report below, we’ve achieved tremendous success and rankings for this keyword and similar queries.
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After identifying high value searches, we can then optimize a website around these searches to demonstrate authority on the topic. This includes writing well-researched and professionally written articles which covers legal topics relating to these keywords in great depth.
For example, the search term “Divorce in Michigan” has almost 3,000 searches per month. We recently published an article that extends over 2,000 words on this topic. As indicated by the AHREFS report below, the article currently ranks exceptionally well and continues to improve.
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The content we write focuses on the key legal issues surrounding family law as well as search terms that we’ve seen produce the best Return on Investment (ROI). We’ll list several of these key topics and search terms below.
Having an effective Search Engine Optimization (SEO) strategy can completely transform your legal practice. Although SEO takes a significant amount of time and effort, the benefits are substantial. As previously discussed, the keyword search “family lawyer” has over 6,000 searches per month on Google. As you can imagine, a lawyer who appears at the top of the Search Engine Results Page for this search, receives significant visibility for their legal practice.
Effective law firm SEO strategies include but are not limited to the following:
We’ve seen SEO produce substantial results for various legal practices. This includes family law and divorce attorneys. Here’s a graph showing the increase in organic traffic for a Michigan based family law practice using our SEO services.
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Google Ads (formally Google AdWords) remains the most powerful online advertising platform today. Properly configured Google Ads Campaigns that utilize the right keywords and ad copies can significantly increase the amount of new clients to your legal practice.
These Ads will appear above the Organic Search Results and allow you to display a phone number and craft a specific message to your potential clients. Google Ads is especially great for new legal practices that don’t have a significant amount of brand awareness or website traffic.
At Borealis, we have the knowledge, expertise, and experience to produce top quality Google Ads Campaigns that maximize leads and ROI for any legal practice. We’ve seen substantial success and growth for divorce lawyers who have trusted us with managing their Google Ads Account. Here’s a call log for one of our family law firms that we’re working with. This law firm is using our SEO and PPC management services.
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