Family Lawyers Make More Revenue by Growing Your Law Firm

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As a family law firm in Australia, you face many risks and hurdles. You need to cope with rising costs, changing rules, client needs, strong competition, and the impact of AI and innovation on the legal sector.

But what if you could turn these challenges into revenue? What if you could increase your online visibility, authority, and trust? What if you could attract more quality leads, convert them into loyal clients, and increase your revenue and profit? Watch Part I of the video above to learn how…

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Mat Walker

Law Growth | Director


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Keyword Research and Over Optimisation

A more nuanced keyword strategy is essential. Instead of focusing solely on keyword phrases, marketers should find keywords that are relevant to their audience and integrate them naturally into the content.

This approach aligns with a keyword strategy that prioritises user experience and relevance. By focusing on keywords related to their niche, businesses can create content that resonates with their audience and drives meaningful engagement.

Link Building with High Domain Authority Websites

While having backlinks from high DA websites can be beneficial, it’s not the only factor to consider. The pitfalls include:

  • Relevancy matters. A link from a high DA website unrelated to your niche carries less weight than a link from a lower DA site highly relevant to your content.

  • Penalties for Unnatural Links. Search engines have become increasingly sophisticated at detecting unnatural linking patterns. Some link-building strategies involve purchasing links, participating in link schemes, or practices against search engine guidelines. Your site could be penalised, resulting in a significant drop in rankings or even de-indexing.

  • Diminished trust. If visitors see unrelated links on your site, they might question the credibility of your content.

  • Lower Quality Traffic. Even if these links drive traffic, it’s likely lower quality because it’s not targeted or interested in your content.

Step 1: Educate potential clients about your services (Learn)

Our clients must clearly understand the landscape before we embark on any SEO journey. This step introduces and educates potential clients about our services. It ensures they have the foundational knowledge to make informed decisions.

Key advantages

Foundation for Client Education. It provides essential information about family law services, helping potential clients understand what the law firm offers.

First Engagement Point. This phase is often the first interaction potential clients have with your firm, setting the tone for their experience.

Builds Trust and Credibility. The law firm establishes itself as a credible and trustworthy source by offering valuable, accurate information.

Positions the Firm as an Authority. Demonstrating knowledge and expertise in family law helps position the firm as an industry leader.

Facilitates the Customer Journey. This educational phase is a critical first step in guiding clients through their decision-making process.

Supports Long-Term SEO Strategy. High-quality, informative content is a cornerstone of sustainable SEO, contributing to long-term online success.

To achieve this, we utilise several content formulas:

What is "x"?

  • Purpose: To demystify complex topics and provide readers with a clear understanding of specific subjects.
  • Example: “What is a consent order?” In this segment, we’d elucidate what a consent order entails, its significance, and how it is approached. We ensure readers are well-versed in the basics by simplifying intricate subjects.

How to "x"?

  • Purpose: To offer a comprehensive guide on various procedures. It ensures clients have the knowledge to navigate processes confidently.
  • Example: “How to apply for a divorce?” Here, we’d provide a detailed walkthrough of the divorce application process. We highlight essential steps and offer expert advice. This ensures readers are not just informed but also empowered.

"x" examples

  • Purpose: To offer tangible instances that help clarify abstract concepts.
  • Example: “Financial agreement examples.” Through real-world financial agreement scenarios, we clarify the intricacies involved. This aids readers in grasping the concept better.

"x" template

  • Purpose: To provide readers with a structured format or blueprint. It aids them in drafting or understanding specific documents or plans.
  • Example: “Parenting plan template.” By offering a template, we simplify the process for readers. We ensure they have a clear roadmap to draft their parenting plans, making the process less daunting and more structured.

Step 2: Boost interaction with shareable content and exclusive email offers (Engage)

In the digital age, merely producing content isn’t enough. The content must resonate with the audience, prompting them to interact, share, and connect. There are excellent opportunities to leverage the content you produced in step one at this stage.

Key advantages

Deepens Client Interaction
It encourages potential clients to interact more actively with your content, strengthening their connection to your firm.
Boosts Online
Engagement, such as likes, comments, and shares, increases your content’s reach and visibility on search engines and social platforms.
Increases Brand Awareness
As users engage and share content, they spread awareness of your brand to a broader audience.
Facilitates Personalised Marketing
Engagement data can be used to tailor future marketing efforts, making them more effective.
Supports SEO
Search engines favour websites with high user engagement, as it indicates quality and relevance.
Drives More
Engaging content often gets more clicks, bringing more traffic to your website.

Here’s how we get engagement:

Shareable Content:

  • Purpose: To offer content that readers find valuable enough to share with their networks, amplifying its reach.
  • Implementation: We offer content that’s not only informative but also relatable and share-worthy. It may be an insightful article, an engaging infographic, or a compelling video. Our content is designed to be spread across social media platforms. This enhances visibility and engagement.

Interactive Elements:

  • Purpose: To facilitate direct interaction between the readers and the content.
  • Implementation: Encouraging readers to leave blog comments, like posts, or share content allows for a two-way conversation. This interaction fosters a sense of community and keeps the audience engaged.

Subscription Opportunities:

  • Purpose: To establish a direct line of communication with the audience and offer them exclusive content.
  • Implementation: By offering subscribers bonus material or exclusive insights, we incentivise readers to share their email addresses. This provides them with added value and allows us to nurture these leads through tailored content.

Step 3: Offer in-depth case studies and valuable downloadable assets (Guide)

The “Guide” phase emphasises in-depth exploration and practicality. Here, we aim to be the guiding light for our audience, helping them confidently navigate the field’s complexities.

Key advantages

Positions Firm as a Trusted Advisor
The firm establishes itself as a knowledgeable and reliable resource by guiding potential clients through complex legal issues.
Navigates Clients Through the Decision Process
This phase helps clients understand their legal journey, making the decision-making process clearer and more manageable.
Builds Deeper
Providing guidance on intricate family law matters deepens clients’ trust in the firm’s expertise.
Supports Informed Client Decisions
Well-informed clients are more likely to feel confident in their choice of legal representation. This leads to better client-lawyer relationships.
Encourages Client Engagement
 As clients feel more informed and supported, they are more likely to engage with the firm through consultations or online interactions.

Here’s how we achieve this

Industry Definitions:

  • Purpose: To equip readers with the technical vocabulary for understanding intricate concepts. This is vital in areas like family law.
  • Implementation: We curate a comprehensive list of industry-specific terms, providing clear definitions and context. This glossary becomes an invaluable resource for readers, ensuring they’re never lost in jargon.

Tools and Resources:

  • Purpose: To offer practical aids that simplify processes, enhance understanding, and help decision-making.
  • Implementation: We provide a suite of tools tailored to the needs of our audience:
    • Calculators: For instance, a child support calculator that offers clarity on financial obligations.
    • Trackers: Tools for monitoring child support or spousal maintenance payments ensure clients stay on top of their responsibilities.
    • Templates: Offering templates like parenting plans simplifies drafting essential documents. This ensures they’re comprehensive and aligned with legal requirements.
    • Guides: Detailed guides, like “Applying for a consent order”, walk readers through processes step-by-step. This reduces complexities.
    • Calendars: Co-parenting arrangement calendars help in organising schedules, ensuring smooth coordination between parties.
    • Checklists: Resources like checklists for preparing a divorce application ensure readers are well-prepared and don’t miss crucial steps.

Case Studies:

  • Purpose: To offer real-world examples that showcase the application of concepts, strategies, and tools.
  • Implementation: Through detailed case studies, we highlight real scenarios, the challenges faced, and the solutions implemented. This offers readers insights into practical applications and builds trust.

Step 4: Position your product or services as the prime solution for the client's needs (Accelerate)

After the “Guide” phase, we transition into the “Accelerate” step of our L.E.G.A.L. Lead Strategy. This phase is about momentum, driving the interaction forward. It will position our content as the optimal solution for the reader’s needs, ultimately converting them into clients.

The “Accelerate” phase is characterised by its emphasis on positioning and decision-making. Here, we aim to showcase our expertise, clarify choices, and steer the reader towards making an informed decision.

Key advantages

Highlights Firm’s Unique Value
 It emphasises your law firm’s unique benefits and strengths, making it the obvious choice for clients.
Strengthens Brand Positioning
It reinforces your firm’s position in the market as a leading choice for legal services.
Supports Business Growth
 By accelerating the decision-making process, this phase directly contributes to the growth and scalability of the firm.
Facilitates Clear Call-to-Action
This phase often involves clear, compelling calls to action that guide clients on what steps to take next.

Here’s how we achieve this

Best "x":

  • Purpose: To provide readers with a curated list of top providers or solutions in a specific area.
  • Implementation: Through comprehensive research and analysis, we present content like “The best family law firms on the Sunshine Coast”. This offers readers valuable insights and positions our content as a trusted resource.

Best "x" for "y":

  • Purpose: To offer more tailored recommendations based on specific needs or criteria.
  • Implementation: We delve deeper into niche areas, providing content like “The best family law firms for divorce”. This targeted approach ensures readers find precisely what they’re looking for. This enhances the chances of conversion.

"x" Alternatives:

  • Purpose: To present readers with different solutions or approaches to a particular matter. This ensures they have a holistic view of available options.
  • Implementation: Through content like “Alternatives to financial agreements”, we showcase various paths readers can take. We allow them to make an informed choice that best suits their needs.

"x" vs. "y":

  • Purpose: To offer a comparative analysis of different solutions or approaches. This highlights their benefits and drawbacks.
  • Implementation: With content such as “financial agreements vs. property consent orders”, we provide a side-by-side comparison. The content weighs the pros and cons of each option. This offers clarity and positions our content as a comprehensive guide for decision-making.

Step 5: Provide continuous support and cultivate post-conversion loyalty (Loyalty)

After the “Accelerate” stage, we arrive at our L.E.G.A.L. Lead Strategy’s final and perhaps most crucial step: Loyalty. This phase is about nurturing and solidifying the relationship with our clients. This ensures they remain connected and satisfied and advocate for our services.

The “Loyalty” phase emphasises long-term relationship building, continuous value addition, and feedback-driven improvement. 

Key advantages

Supports Predictable Revenue Streams
 A loyal client base can lead to more predictable and stable revenue streams.
Enhances Brand Advocacy
Loyal clients often become brand advocates, actively promoting the firm to others.
Encourages Referrals
Satisfied, loyal clients are more likely to refer others, organically expanding the firm’s client base.
Builds Firm’s Reputation
Consistently positive experiences strengthen the firm’s reputation, which is crucial for long-term success in the legal industry.
Increases Client Lifetime Value
Loyal clients often have a higher lifetime value, contributing more to the firm through repeat business and referrals.
Provides Valuable Feedback
Loyal clients are more likely to provide honest feedback, which can be invaluable for improving services and client experiences.
Strengthens Community Presence
A loyal client base helps establish the firm as a trusted community member, enhancing local market presence.

Here’s how we achieve this

Updates on Industry Changes:

  • Purpose: To keep clients informed about the latest developments in the industry. We ensure they remain updated and can make timely decisions.

  • Implementation: Curating and disseminating content highlighting industry changes ensures our clients are always in the loop. They will view us as their go-to source for relevant information.


  • Purpose: To maintain consistent communication with clients. Newsletters offer them valuable insights and exclusive content.
  • Implementation: We share industry updates through periodic newsletters and provide value-adding downloadable content. This further cements our position as a trusted advisor.

Client Testimonials:

  • Purpose: To showcase the positive experiences of our existing clients. This builds trust with potential clients and reinforces the value of our services.
  • Implementation: By highlighting genuine testimonials, we offer tangible proof of our expertise and the satisfaction of our clients. This enhances our credibility.

Feedback Surveys:

  • Purpose: To continuously refine our service delivery based on direct feedback from our clients.
  • Implementation: Regular feedback surveys provide insights into areas of improvement, ensuring we remain responsive to our clients’ needs. A client-centric approach means we’re constantly evolving to serve better.

Community Support Forums:

  • Purpose: To offer a platform for clients to voice concerns, seek solutions, and interact with our team and other clients.
  • Implementation: These forums allow us to address issues promptly and foster a sense of community. By resolving concerns directly, we prevent potential negative publicity on external platforms. We also demonstrate our commitment to client satisfaction.

The L.E.G.A.L Lead Strategy: Creating High Quality Content to Secure Premium Clients

Marketing Flywheel - L.E.G.A.L Lead Strategy
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