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Family Law & Estate Law SEO Case Study

Onyx Law Group

This Family Law & Estate Litigation firm grew from 3,299 to 15,835 Google Organic visitors per month in 12 months.

Onyx Law Group now receives over 300 leads per month from organic search.


Onyx Law Group was referred to us in 2022. At the time, their website had been developed and hosted by a reputable legal marketing agency. 

Despite an ongoing SEO investment, the site had been consistently receiving roughly 3,000 visitors from Google organic search per month for the preceding 12 month period. This traffic was primarily being driven to content that wasn’t driving new business to the firm.

Estate and family law seo before

The owners of the firm asked us to evaluate the performance and illustrate the opportunity to capture more estate law and family law leads.

GLP Marketing was ultimately engaged to build a new website and implement an advanced SEO campaign to accomplish just that.


The solution to this problem involved rebuilding the website, conducting thorough keyword research with a clear understanding of the ideal client profile and implementing a comprehensive SEO campaign.

The work product on this project has been as follows:

Web Design & Web Development

website for seo

Responsive design, accessibility, semantic HTML structures, website architecture, server architecture, and other technical components that impact how search engines can access, inspect, and rank the site.

Keyword Research

During the keyword research process we discussed the ideal client profile and collaboratively determined ideal keywords. From there, our team began the process of evaluating if traffic for those keywords (or similar variations) existed.

This included leveraging SEO tools like Answer The Public, Google Keyword Planner, AHREFS, and Google Search itself.

We used these keywords to create a site architecture and content marketing plan that would give Onyx Law Group the best chance to rank and get traffic for estate law and family law keywords.

This included 50 geographically targeted landing pages targeting local keywords like “Vancouver Estate Lawyers” & “Family Law & Divorce Lawyers in New Westminster” etc.

Content Marketing

In addition to creating our most desirable landing pages, we got to work on creating supporting content that would enhance the authority of those pages while also bringing in qualified traffic themselves.

This included creating and updating nearly 100 pre-existing blog posts getting little to no traffic.

The content we create includes educational estate law and family content that would establish Onyx Law Group as an authority in the space. Our content marketing was developed to provide solutions, insights, and other relevant information to the target audience. 

google search

On-Page SEO (website content, technical SEO, & relevancy)

On-page SEO is the process of optimizing a website to make it easier for Google (and visitors) to comprehend. For Onyx Law Group, this included establishing a site architecture that follows best practices and ensuring that certain areas of each page are both structurally and semantically optimized, such as title tags, meta descriptions, heading tags, body text, hyperlinks, lists, tables, schema markup, file names, meta data and more.

Local SEO & Google Business Profile Optimization

This included creating highly optimized geographically targeted landing pages, optimizing the Google Business Profile, as well as profiles and citations around the web like LinkedIn, Facebook, etc.

Off-Page SEO (Link building & domain authority)


Off-page SEO is the practice of building authority to your website through contextually relevant and trusted references (“links”) from other websites. This is one of Google’s top 3 ranking factors – and for good reason. Google’s goal is to provide users with the best possible results. One great way of doing that is by taking a close look at these mentions/references throughout the web.

The ideal way to achieve more links is be creating content that ranks well and earns links from other sites across the web. That’s exactly what we did.

Analytics & Reporting

At the very beginning we configured various tools needed to track key performance metrics. 

This involved tools like Google Search Console, Google Analytics, CallRail, and other analytics software

This allows us to easily track which keywords, landing pages, phone calls, chats, and form submissions lead to new retainers for the firm.


This Family Law & Estate Litigation firm grew from 3,299 to 15,835 Google Organic visitors per month in 12 months.

Onyx Law Group now receives over 300 leads per month from organic search.

Search Console:


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