The Challenge

This family law firm was generating some enquiries from organic search, but the firm was unhappy with both how many they were getting and the quality of those leads. Too many enquiries didn’t align with the type of cases the firm actually wanted to take on.

Our Approach

We reworked the firm’s service page content to target high-intent, case-specific keywords, the kind of searches someone makes when they already know they need a family solicitor, rather than broad, generic legal terms. Supporting blog content was created around real legal search intent, addressing the questions people actually have during a family law matter.

Critically, we focused on content that pre-qualified visitors before they enquired, setting expectations clearly so the people who got in touch were a genuine fit. We also improved internal linking between informational content and service pages, guiding visitors naturally from research through to enquiry.

Results & Metrics

• Lead quality improved noticeably, not just lead volume
• Enquiries became more closely aligned with the firm’s core services