Overview

A family law firm in Rhode Island struggled with online visibility, ranking on page 3 or lower (positions 30+) for key search terms related to their practice areas of family law. Despite offering top-tier legal services, their website wasn’t attracting the right clients.

41 North Digital stepped in with a data-driven SEO strategy, implementing technical and on-page optimizations that helped them reach the top three spots on Google in just 30 days.

The Challenge

The firm was ranked in the 30s for high-intent keywords like:
- Rhode Island family lawyer
- divorce attorney in RI
- child custody lawyer Rhode Island
Their website lacked keyword optimization, on-page SEO, leading to poor search engine rankings.
Competitors dominated search results, pushing the firm’s site further down.
Meta titles, descriptions, and landing pages were not properly structured or optimized for search intent.

Our SEO Strategy & Execution

To rapidly improve their rankings, we focused on high-impact SEO tactics that drive quick yet sustainable results.

1. In-Depth Keyword Research & Competitor Analysis

We identified:

High-value legal keywords that potential clients were searching for
Competitor strategies that helped them rank higher
Search intent behind each term to optimize content accordingly

2. Optimized Core Landing Pages

We updated the firm’s main service pages, including:

Clear and keyword-rich headings (H1, H2, H3)
Easy-to-read content structure
Internal linking between related pages
Strong calls-to-action (CTAs) to boost conversions

3. Revamped Meta Titles & Descriptions

Search engines prioritize well-optimized metadata, so we rewrote all:

Title tags to be compelling & keyword-optimized
Meta descriptions to improve click-through rates (CTR)

Example:
Old Title: "Family Law Firm - [Firm Name]"
New Title: "Top Rhode Island Family Lawyer | Divorce & Custody Attorneys"

4. Enhanced Website Formatting & Technical SEO

Search engines favor well-structured and easy-to-navigate websites. We:

Improved URL structures for SEO-friendliness
Fixed page speed issues to reduce bounce rates
Ensured mobile optimization for a seamless user experience
Implemented clean formatting for better readability

The Results: Top 3 Rankings & Increased Visibility in Just 30 Days

#3 ranking for “Rhode Island Family Lawyer”, #3 for “RI Divorce Lawyers” and other terms
Traffic increase of 112% in 30 days
50% increase in consultation requests from organic search
Domain authority boost through improved site structure & content

Conclusion: The Power of Smart SEO for Law Firms

This case study proves that SEO doesn’t have to take months. With the right strategies, a law firm can climb search rankings quickly.

At 41 North Digital, we specialize in SEO and digital marketing for law firms, helping attorneys gain visibility, attract more clients, and dominate local search results.

Want similar results for your law firm? Schedule a Free SEO Consultation Today!