Case study
Growing qualified family law enquiries for a boutique firm in Parramatta and the CBD
Challenge.Strategy.Results.
Practice-area pages, jurisdiction-specific answers and AI search work made a boutique firm the cited source for core family law questions.
Sample case study: all figures are illustrative. Replace with real, client-approved data before launch.
qualified enquiries
AI Overview citations
organic traffic
The challenge
The firm competed with large national firms and legal directories for every family law term. Its site had one generic 'Family Law' page, no lawyer profiles and blog posts that were not reviewed by practitioners.
The strategy
Split family law into specific matter types, answer the questions clients ask in first consultations, and build the authority signals that both Google and AI assistants rely on for legal topics.
SEO, AEO & GEO work
SEO
Separate pages for divorce, property settlement, parenting arrangements, spousal maintenance and consent orders, each linked from a family law hub.
AEO
Concise, NSW-specific answers under question headings, reviewed by the firm's accredited specialist.
GEO
Lawyer profiles with credentials, media commentary outreach and legal directory profile updates to strengthen AI recommendations.
Local
Separate Google Business Profiles for the Parramatta and CBD offices with practice-area services.
Technical & content work
Technical: Consolidated 60 thin blog posts into 14 comprehensive guides with redirects, added LegalService, Attorney and FAQ schema, and set up call tracking by practice area.
Content: Five practice-area pages, 14 guides, a costs explainer and six lawyer profiles.
Before / after
Performance
| Metric | Before | After |
|---|---|---|
| Qualified enquiries per month | 26 | 63 |
| Monthly organic sessions | 2,140 | 4,190 |
| Top 10 keywords | 38 | 121 |
| AI Overview citations (tracked set) | 2 | 31 |
Timeline
12 months
- Months 1-2Audit, content consolidation and practice-area architecture
- Months 3-5New practice pages and lawyer profiles
- Months 6-9AEO content and media outreach
- Months 10-12AI share-of-voice tracking and refinements
Key learnings
What we learned
- Learning 01
Consolidating thin posts lifted the whole domain, not just the merged pages.
- Learning 02
AI tools cited pages that answered the question in the first two sentences.
- Learning 03
Lawyer profiles with credentials increased enquiry conversion on practice pages.
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