A step-by-step framework you can implement this week

This checklist is organized into three phases that build on each other. You don't need to do everything at once—phase one establishes your technical foundation, phase two optimizes for discovery, and phase three locks in trust and reviews.

Phase One (Foundation): Technical & Compliance Audit

• Verify site runs on HTTPS and all pages redirect from HTTP
• Test mobile responsiveness across devices using Google Mobile-Friendly Test
• Check Core Web Vitals in Google Search Console (aim for all green)
• Audit page speed with PageSpeed Insights; target 75+ mobile score
• Scan for crawl errors in Google Search Console and fix redirects
• Review robots.txt and XML sitemap submission
• Verify all client testimonials include explicit permission and comply with ABA Model Rule 7.1
• Ensure confidentiality language appears in appropriate places (avoid client names, case details)

This phase typically takes 1–2 weeks and should be done once, then monitored quarterly.

With technical health confirmed, focus on how Google understands your content. Family law firms compete heavily on practice-area keywords (divorce, custody, family law mediation, etc.), so clarity and keyword alignment matter.

For Each Practice-Area Page:

• Write a unique title tag (50–60 characters) that includes the practice area and location if applicable: "Divorce Attorney in [City] | [Firm Name]"
• Craft a meta description (120–155 characters) that answers what clients get: "Experienced family law attorney. Divorce, custody, mediation. Free consultation."
• Lead with an H1 that matches search intent (e.g., "Divorce Attorney Serving [City] & Surrounding Areas")
• Structure content with H3 subheadings (what is divorce, how does custody work, our process)
• Include a FAQ section addressing common client questions in your practice area
• Add internal links from your homepage and practice-area hub to each detailed page
• Embed a clear CTA (call, text, or consultation form) above the fold

Priority: start with your top 3 practice areas, then expand. Audit existing pages for outdated claims or language that could trigger bar compliance issues.

Family law clients search "[practice area] near me" or "[practice area] in [city]" constantly. Local search optimization directly feeds leads to your firm.

Google Business Profile (GBP) Setup:

• Claim and verify your GBP if not already done
• Complete all fields: business name, address, phone, website, hours
• Upload a professional photo and firm logo
• Add practice-area categories (e.g., Family Law Attorney, Divorce Attorney)
• Write a detailed business description (2–3 sentences) highlighting your main services
• Post 1–2 updates monthly (new practice area content, office closures, client testimonials)

Citation Consistency & Local Authority:

• Audit your firm on Google Maps, Yelp, Justia, and Avvo for duplicate or outdated listings
• Ensure name, address, phone (NAP) match exactly across all platforms
• Claim unclaimed citations and correct errors
• Build links from local chamber of commerce, bar association, and legal directories

Review Collection (Compliant):

• Document ABA Model Rule 7.1 compliance: no incentivized reviews, no fake testimonials
• Implement a post-engagement email requesting Google reviews from satisfied clients
• Never offer discounts or incentives for reviews
• Respond to all reviews (positive and negative) within 48 hours with professionalism

Not all improvements require months of work. These fixes take a few hours but often yield immediate ranking improvements:

• Fix broken internal links: Use a tool like Screaming Frog to identify 404s on your site. Redirect outdated practice-area pages to current ones, or update the links.
• Add schema markup to attorney bios: Use JSON-LD to mark up your attorney names, licenses, and practice areas. This helps Google understand your expertise.
• Update all footer information: Ensure footer contains correct address, phone, and copyright year. Some prospects scroll to the bottom.
• Claim your Justia and Avvo profiles: These legal directories rank high for attorney searches. A complete profile with a link to your website boosts local authority.
• Refresh testimonials page: Add recent client reviews (with explicit permission), remove outdated ones, and ensure all comply with ABA guidelines.
• Create a FAQ page for your main practice area: Use Google Search Console to find common questions about your top service. Write answers. This captures featured-snippet opportunities.

Each of these can be completed in 1–2 hours and will improve visibility without requiring content rewrites.

SEO isn't a one-time project. Set up a simple monitoring routine to catch issues before they impact rankings.

Monthly Checks (30 minutes):

• Review Google Search Console for new crawl errors or security issues
• Check Core Web Vitals scores and fix any that fall below 75 (mobile)
• Monitor Google Business Profile—respond to reviews and ensure information is current
• Check for new NAP inconsistencies across major citation platforms

Quarterly Deep Dives (2–3 hours):

• Audit your top 10 ranking keywords to ensure they're still relevant to your practice
• Review competitor rankings and identify content gaps (practice areas they cover that you don't)
• Test page load speed on mobile and desktop; prioritize slow pages
• Audit internal links for opportunities to point higher-traffic pages to important conversions (consultation request, phone number)

Compliance Check (Quarterly):

• Review all testimonials for explicit client permission and accurate attribution
• Ensure no claims exceed your actual experience or training
• Verify no confidential case details are exposed on your website

Assign one person to own this routine—usually a marketing director or paralegal with web access. Consistency matters more than perfection.

This checklist is designed to help you self-assess and prioritize. But some firms benefit from bringing in specialists, especially if you lack in-house technical resources or want to move faster.

Signs you should hire help:

• Your website is more than 3 years old and hasn't been audited for technical SEO
• You have 15+ practice-area pages, each needing individual optimization
• You've tried local SEO improvements but your Google Business Profile doesn't rank in the map pack
• You want to build a content strategy but aren't sure which practice areas will drive the most leads
• You need compliance review—someone with YMYL legal background to ensure every page meets ABA standards

When you're ready, we can help with a comprehensive audit or full implementation. We work specifically with family law firms, so we understand the ethical landscape and local search dynamics you're navigating.