Attracting Wealthy Clients

Challenge

The law firm’s office is situated in a wealthy community within a mid-sized town in Connecticut. With a population of about 30,000 residents, there should be enough business to keep them busy.

But many of the calls they were getting were for simple cases. Family law attorneys get paid by the hour so the more complex the legal matter is, the more they make.

Because the town is flush with rich folks, there are tons of lawyers in the area. Competition is tough.

This client wanted more high dollar cases. Their website was not ranking well and they wanted to do something about it.

Strategy

To get more website traffic, you need to have the right content that your potential clients are seeking. A family law attorney without pages on alimony and support is leaving a large portion of searchers on the table. More importantly, Google sees this as incomplete information on the topic. When a competitor has the topic thoroughly covered, they are likely to provide the searcher with a better experience and will rank higher.

Approach

To fix this, we create an exhaustive list of all the subtopics that cover the main topic. Then continuously build out the website to become a comprehensive resource on the subject.

the process

Here is a quick overview how we solve the problem

Analysis of Content

We first took a look at the primary content pages that the searchers want to see and made those into hub pages. Visitors can find that page but can dig deeper to find the next level of content.

Keyword Research

The next step was to look at what information potential clients were looking for. Someone searching for a divorce lawyer for wealthy people will not search for divorce lawyer for wealthy. But they will be interested in protecting a business or inheritance. So we built pages on those topics.

Content Writing

In addition to just adding some new pages, you want to answer your potential clients questions. All of them. Having a page on complex child custody is important. But thinking through an writing about all the issues that may come up such as private schools, caregivers, relocation and volunteer work will convince readers they are in the right place.

Website Optimization

Optimizing both your website and offsite profiles helps Google understand that you are relevant and deserve much higher rankings. We updated the site to cover a broader area, added an in-depth list of services to the Google Business Profile and added some unique value to many external directories.