Case Study — Family Law & Estate Litigation
Monthly Organic Visitors — 380% Growth in 12 Months
Onyx Law Group was invisible online. Now they generate over 300 qualified leads per month from organic search — without spending a dollar on ads.
Get a Strategy Like ThisThis case study follows Onyx Law Group, a British Columbia firm handling family law and estate litigation. After a year with another agency, their organic traffic sat flat near 3,300 visitors a month and barely converted. GLP's five-phase SEO system grew that 380% in twelve months, to 300-plus qualified leads monthly from organic search with no ad spend. Individual results vary by firm and market.
Hear directly from the Onyx Law Group team
Onyx Law Group — Family Law & Estate Litigation
Onyx Law Group is a Canadian firm handling family law disputes, estate litigation, and probate matters across British Columbia. They had an SEO provider. They had a website. What they didn't have was results.
After 12 months with their previous agency, organic traffic was flat at ~3,300 visitors/month — and almost none of that traffic was converting into consultations. They came to GLP looking for accountability, not promises.
12 Months of SEO. Zero Momentum.
Their previous agency was checking boxes — publishing content, building links, sending reports. But the numbers told a different story.
- ~3,299 organic visitors/month — flat for over a year
- Content published without keyword strategy or intent mapping
- No geo-targeted pages for their service areas
- Website architecture limiting crawlability and indexation
- Zero visibility in Google's AI Overviews
- 15,835 organic visitors/month — 380% growth
- 300+ qualified leads per month from organic search
- Dominant rankings for high-intent family law & estate keywords
- Featured in Google AI Overviews for key practice areas
- Organic became the firm's #1 source of new clients
Five Phases. One Compounding System.
SEO isn't a checklist — it's an interconnected system. Each phase built on the last to create compound growth that accelerated every month.
Phase 1 — Rebuilt the Foundation
Complete website rebuild: responsive design, semantic HTML5, clean URL architecture, optimized server response times. You can't rank on a broken foundation — we made the site technically flawless.
Phase 2 — Mapped the Keyword Landscape
Deep keyword research across family law and estate litigation, segmented by intent and geography. We identified 200+ keyword opportunities their competitors were ranking for — and they weren't.
Phase 3 — Built 50 Geo-Targeted Landing Pages
Created location-specific pages targeting every city in their service area — "Vancouver Estate Lawyers," "Family Law Lawyers New Westminster," and dozens more. Each page built for both traditional search and AI search citations.
Phase 4 — Published ~100 Authority Articles
Not filler content — substantive, E-E-A-T compliant articles answering the exact questions potential clients ask. This content positioned Onyx as the definitive source Google references in AI Overviews.
Phase 5 — Technical SEO + Link Authority
Full on-page optimization (schema, internal linking, title tags), Google Business Profile overhaul, and strategic backlink acquisition from relevant legal publications and directories.
The Numbers Don't Lie
Raw Google Search Console data. From 761 clicks in the early months to 49,000+ clicks per quarter — sustained, compounding organic growth.
"We've worked with other SEO providers, but Matt was next level in terms of bringing our message out to audiences we hadn't even thought about."
The Difference Between Activity and Results
Geo-Targeted Domination
50 city-specific pages didn't just capture traffic — they captured the exact people searching for family and estate lawyers in specific cities.
Content That Google Trusts
~100 articles built around E-E-A-T principles. Google now cites Onyx in AI Overviews — the highest form of algorithmic trust.
Full-Stack, Not Piecemeal
Technical foundation + content + local SEO + authority building working as one system. Each layer compounds the others.
Measured by Signed Cases
Rankings are vanity. We tracked leads, consultations, and signed cases through CallRail and CRM integration. The metric that matters is revenue.
Family & estate law SEO — common questions
Can’t find what you’re looking for? Talk to our team.
It's a strong result, and we won't pretend every firm sees 380% in 12 months — market size, competition, and starting point all matter. What repeats is the system: technical foundation, geo pages, real authority content, measured by leads. We'd rather show you a realistic projection for your market than promise someone else's numbers.
Onyx came to us after a year of flat traffic with a previous agency that published content and sent reports without moving the numbers. The difference is tying every task to leads and signed cases, not activity. We'd start by auditing what your current provider has done, find where the momentum is leaking, and rebuild around outcomes.
For Onyx we built 50 city-specific pages — "Vancouver Estate Lawyers," "Family Law Lawyers New Westminster," and so on — each with content real to that area, not the same page with the name changed. That's what let them capture people searching in specific cities. We'd map your service area the same way and build for each market you want.
Onyx went from roughly 3,300 visitors a month to nearly 16,000 over 12 months, but it wasn't a switch — early months built the foundation and traffic compounded from there. Most firms start seeing meaningful movement within a few months, with the larger gains arriving as the content and authority stack up. It builds on itself rather than arriving all at once.
Cases. Rankings are a means, not the goal. For Onyx we tracked leads, consultations, and signed matters through CallRail and their CRM, which is how we could say organic became their top source of new clients. You get reporting on the contacts and cases the work produces, not just a list of keywords that moved.
Your Competitors Are Ranking.
Where Are You?
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