Dominating the “Map Pack”: A Local SEO Win for a Family Law Firm
Client: A single-location family law firm in a competitive city.
Challenges We Faced
The client was a respected local attorney but was invisible online, losing all high-intent local leads:
No “Map Pack” Ranking
The firm was on page 3+ of Google Maps for critical, high-intent keywords like “divorce lawyer near me.”
Unoptimized GMB
Their Google Business Profile (GMB) was unclaimed, had incorrect hours, and featured only two 3-star reviews.
A Single “Services” Page
The website had one generic “Family Law” page, making it impossible to rank for specific, high-value terms like “child custody attorney.”
No Inbound Leads
100% of their cases came from referrals, and their website generated almost zero qualified inquiries.
Inconsistent Citations
The firm’s name and phone number were inconsistent across key legal directories like Avvo and FindLaw, confusing Google.
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Our Approach – How We Solved These Challenges
Local SEO for Lawyers
This was our top priority. We claimed, verified, and fully optimized their GMB profile with new photos, a keyword-rich description, Q&A, and services.
Implemented a Review Management Platform (like Podium) to automatically text clients for a review.
Practice Area Page Optimization
We split their single “Family Law” page into 5 new, unique, and highly-optimized pages for each core service (e.g., “Divorce,” “Child Custody [City],” “Alimony,” “Pre-nuptial Agreements”).
Local Keyword Research
We targeted high-intent, long-tail practice area keywords (e.g., “child custody attorney [city]”) to attract qualified, ready-to-call clients.
Off-Page SEO & Local Citations
We used Local Citation Tools (like BrightLocal) to clean up 50+ incorrect citations and build 25 new, high-authority ones on Avvo, FindLaw, and Justia.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| “Click-to-Call” (from GMB) | 5/mo | 65/mo | +1200% |
| Rankings in “Map Pack” (“divorce lawyer [city]”) | 12th | 2nd | +10 spots |
| Qualified “Request a Consultation” Leads | 2/mo | 28/mo | +1300% |
Free Local SEO Audit
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Advice for Marketers & Brand Owners
- Your GMB Profile is your #1 lead generation tool. For a local law firm, it is the most critical piece of your law firm seo strategy.
- Stop using one generic “Services” page. You must create a separate, detailed page for every single practice area you want to rank for.
- Actively ask for reviews. A steady stream of 5-star reviews is the fastest way to build trust (E-E-A-T) and dominate the Map Pack.
- NAP (Name, Address, Phone) consistency across all legal directories (Avvo, FindLaw) is a foundational pillar of local SEO.
Extra Factors That Made It Work
- The new review generation strategy (using Review Management Platforms) was a key driver, taking the client from 2 reviews to 58 in 7 months.
- The new Practice Area Page Optimization allowed them to rank for “child custody” for the first time, opening a new lead-gen channel.
- A strong UI/UX Analysis led to a “Request a Consultation” button being made “sticky” on the mobile site, increasing conversions.
