The client is an Immigration Law firm looking to expand into Family Law. Due to the success of its immigration website’s SEO strategy, the management team wanted to replicate similar results before hiring a dedicated Family Law team.
The goal was to build and launch a new website, attract potential clients, and prove demand. This challenge was intensified by competition from established law firms, comparison websites, and high-authority GOV.UK pages. Additionally, the project operated under a limited budget, restricting content production to just 6-8 pieces per month.
6K
in organic traffic within 6 months of site going live.
270
leads generated from organic search.
931
keywords ranking on Page 1.
The Approach
For a brand-new website, the approach was to first focus on on-page SEO and then off-page SEO at a later stage. We also wanted to create a base of content covering the key services and blog posts before launching the website.
On Page SEO
- Developed foundational content covering core Family Law services before website launch.
- Created blog posts targeting relevant, long-tail keywords to capture niche search traffic.
- Optimised website structure and metadata for search engine visibility.
Off Page SEO
- Initiated link-building efforts three months post-launch to enhance domain authority.
- Focused on acquiring quality backlinks from authoritative legal and industry-relevant blogs and media outlets.
Results
Within 6 months of the site going live, it gained significant traction:
- Drove 6,000 visitors from organic traffic to the new Family Law pages.
- 207 leads were generated, validating demand before team expansion.
- 931 keywords ranked on Page 1, with frequent appearance in AI Overviews.
Reflections
My work here demonstrated the power of a well-structured SEO strategy, even under budget constraints in a competitive industry. Focusing on strategic content production and measured link-building, we successfully positioned the client for growth in the Family Law space. The early SEO results provided confidence for the firm to expand its legal team.