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SEO + Content StrategyLegal

Client

Wilson Family Law

Dominating Brisbane Family Law Search—Without Paid Ads

Brisbane, QLD
12 months Campaign
Get Results Like This
Key Results
22-25
Monthly Consultations
6-8
85+ keywords
Organic Visibility
$45 (organic)
Cost Per Lead
34
Domain Authority
Business Impact
75% reduction in client acquisition cost
Verified Results
The Client

About Wilson Family Law

Wilson Family Law is a specialist family law firm in Brisbane focusing on divorce, custody, and property settlements. The legal market in Brisbane is extremely competitive, with large firms spending heavily on Google Ads and established boutique practices dominating organic search. The firm needed to grow enquiries without matching competitor ad budgets.

Industry
Legal
Location
Brisbane, QLD
The Challenge

What Was Broken

1
Competing against firms spending $15,000+/month on Google Ads
2
Generic website content that didn't differentiate the firm's approach
3
Ranking on page 3-4 for target keywords like "family lawyer Brisbane"
4
Cost per lead through ads had risen to $180—unsustainable for the practice
5
No content strategy targeting the research phase of client journey
6
Competitors had significantly higher domain authority from years of activity
The Strategy

Our SEO Approach

We couldn't outspend competitors on ads, so we outworked them on content. The strategy focused on building genuine authority through comprehensive legal resources, capturing clients during the research phase, and establishing expertise signals that would compound over time.

Execution

What We Actually Did

A detailed breakdown of the SEO work executed throughout the 12 months campaign.

Local SEO & Google Business Profile

  • GBP optimisation for family law specific categories and services
  • Review generation focusing on detailed, experience-based testimonials
  • Legal directory submissions: Law Society, FindLaw, LegalAid referral listings
  • Location-specific content for Brisbane CBD, South Brisbane, and North Brisbane

On-Page & Content Strategy

  • 45+ long-form legal guides covering divorce process, custody arrangements, and property settlements
  • Practice area pages rewritten with client-focused language and clear next steps
  • FAQ content targeting "how to" and "what happens" queries in family law
  • Case outcome summaries (anonymised) demonstrating experience with complex matters
  • Regular blog content addressing recent family law changes in Queensland
  • Internal linking architecture connecting research content to service pages

Technical SEO

  • Site architecture restructure for improved crawlability
  • Page speed improvements—reduced load time by 60%
  • Mobile-first design updates for form completion and click-to-call
  • Legal service schema and FAQ schema implementation

Authority & Trust Signals

  • Lawyer profile pages with credentials, experience, and case expertise
  • Client testimonial page with verified review integration
  • Community legal education initiatives generating backlinks from local organisations
  • Guest content on Queensland legal publications
The Results

Measurable Outcomes

Organic Visibility
85+ keywords
12 keywords
Monthly Consultations
22-25
6-8
Cost Per Lead
$45 (organic)
$180 (ads)
Domain Authority
34
18
Bottom Line Impact
75% reduction in client acquisition cost
Key Insights

Why This Worked

Content investment paid off over time. Month 4-5 saw minimal traffic growth, but by month 8, organic sessions had tripled as content began ranking.

Long-tail keyword targeting captured clients earlier in the decision process. These leads often converted higher because the firm had already educated them.

Authority building was a long game, but sustainable. Unlike paid ads that stop when you stop paying, organic rankings continue delivering leads.

"Every dollar we spend on SEO with Kila comes back multiple times over. They understand the legal industry and what actually drives consultations."

James Wilson, Director

Your Turn

Ready for Results Like These?

We apply the same systematic approach to every campaign. Get a free SEO audit and see exactly where your business stands.

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Strategy before execution