Family Law Marketing

family law marketing - what divorce and family law firms need to know

Family Law Firms Need to Know

Family law practice deals dissolution of a marriage, a child custody battle, or the complexities surrounding adoption, every case has its unique challenges and deep-seated emotions. Marketing for a family law firm isn’t about flashy ads or boastful claims. It’s about connecting with individuals at potentially one of the most challenging times in their lives.

The question remains. How should you approach your family law marketing? Dive into this 5-minute guide for insights, and for specialized strategies for divorce lawyers, click here. If you are ready to move forward and showcase your firm to its target audience:

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Why Is Family Law Marketing Different?

Here’s how family law marketing stands apart from the marketing of other practice areas like personal injury or criminal defense, and how by knowing this you can strengthen your strategy and promote your family law services :

The Depth of Client Research

Unlike someone seeking immediate assistance after a car accident, a client looking for a family law lawyer may spend weeks or even months researching law firms, legal services, and legal advice. The depth of their research means that your firm should be visible and offer valuable insights throughout their journey.

Pro Tip: First recognize the need your prospective clients have for ongoing engagement. The first step in your digital marketing strategy is having or creating a family law firm website. Through Search Engine marketing(SEO), we ensure that potential clients find insightful articles, blog posts, and other resources when they start their research. Whether they’re seeking answers to questions like “What are the grounds for divorce in my state?” or “How is child custody determined?”, your firm will be right there, thanks to your search engine rankings, guiding them with expertise.
You stay on your prospective client’s radar by improving your online presence by using social media platforms.  And you nurture them further with retargeting and email sequences.

What’s retargeting? Imagine visiting a shop and checking out shoes but not buying them. Later, wherever you go, you see ads for those shoes. That’s online retargeting.

The Crucial Role of Google Business Profile

Previously known as Google My Business (GMB): A well-optimized GBP profile is more than a business listing. It’s a beacon of trust. A potential client can assess your operational hours, read reviews, gauge your firm’s activity level, and even find directions to your office.

Pro Tip:  At Consultwebs, we ensure that your GBP profile is complete, optimized, and most importantly accurate. We have seen how these simple optimizations make it easier for prospective clients to find your legal services.

Humanizing Your Firm

The rigors of family law demand not just legal prowess but immense empathy. Prospective clients must see and feel this empathy at every touchpoint.

Pro Tip: Through custom content marketing, including relevant videos, empathetic blog posts, and client testimonials, we deliberately craft an online presence for your firm that’s both professional and profoundly human.

Engagement Beyond Traditional Platforms

Family law clients seek assurance. They wish to know that their attorney will be by their side, guiding and supporting them.

Pro Tip: Beyond the standard platforms, Consultwebs harnesses the power of social media marketing, podcasts, and newsletters to keep your firm at the forefront of their minds. These channels serve as platforms for engagement and education, ensuring a bond of trust even before they walk through your doors or call you.

Navigating the Online Review Landscape

Positive reviews can significantly bolster a firm’s reputation. But given the emotional nature of family law, even satisfied clients might hesitate to leave public feedback.

Pro Tip: Create tailored strategies to encourage clients to leave reviews, each client is different so the approach also should. Just know that the extra effort to secure reviews or social media posts goes a long way. Remember to respond to both good and bad reviews. Be helpful, bad reviews are your best piece of marketing, and fixing those bad reviews is worth every second.


The Consultwebs’ Approach to Family Law Marketing

Did you know that around 83.64% of divorce and child custody leads began on Google’s first search results page? This makes digital the main channel to promote your Family law practice and reach your target audience.

At Consultwebs, we take a comprehensive approach to family law firm marketing. We help you balance the need for short-term bumps in business with a long-term growth strategy. Our marketing experts create achievable plans while measuring success by focusing on your firm’s return on your investment.

Every firm is different and has its unique needs and goals, you will see that a customized combination of the following marketing for family law strategies can ultimately position your family law for long-term success:

Search engine optimization (SEO) is the basic foundation of a successful online marketing campaign. People rarely go beyond the first page of search results, so your website’s rankings are vital to gaining leads. For family lawyers, successful SEO goes beyond the homepage and top-level practice area pages. After all, most family law clients don’t start their research by searching for a “divorce lawyer.” Their journey may begin with a question like: “Is cheating grounds for a divorce?” or “Should I wait until after my children turn 18 to file for divorce?” Our SEO team uses extensive research and smart strategies to make sure your site contains optimized content that meets potential clients wherever they are in their journey toward hiring a lawyer.


Many family lawyers who come to us say they have tried pay-per-click (PPC) advertising, like Google Ads, without success. Unfortunately, a PPC advertisement without a clear strategy is much like throwing money down the drain. Your firm can 100% prevent this. How? By working next to a team with PPC experience, specifically for law firms. At Consultwebs, you get the benefit of years of experience running successful family law PPC campaigns. Our team focuses on providing quality content next to a high return on investment. We work to ensure you start seeing the top-quality leads you need to sign revenue-generating cases. In fact, we are happy to discuss with you the cost-per-lead and cost-per-case results we have achieved.

Social media is much different for family law firms than for lawyers in other practice areas. That’s because the client journey is so long, and much information is needed along the way. Potential clients tend to gather a lot of information before taking the first step to even contact you. For this reason, you can use your firm’s social media channels to think outside the box and provide additional information such as articles, guidelines, updates within the family legal industry, financial decisions tips, emotional health, family connections, etc. Your social media feed should build your firm as a comprehensive resource for all things related to family law. Even after clients’ cases are resolved, they may rely on your social media to provide ongoing information on matters that could affect them down the line. All this collective effort helps keep your firm top-of-mind. Our social media experts are happy to discuss in detail how we can help your messaging reach the exact audience with which you want to sign cases.

As a family lawyer, you know that your connection with clients goes beyond just being their attorney. You are often forced to play the role of therapist, crisis counselor, and life coach. Your personality and bedside manners are important to clients. To showcase these selling points, your firm can use videos. As humans with online information overload and filtering, visuals are a key component for interest, persuasion, and retention. Videos help potential clients get a feel for who you are and how you talk to people. You can portray and give your firm a ‘face’ of being one that is compassionate and expert in all things family law. In addition, a strong video library empowers your clients to educate themselves and come to their initial consultation with a baseline of knowledge, ultimately saving you time.

Podcasting is one of the family law marketing ideas that not many people consider. However, podcasts can help expand your firm’s reach to clients you perhaps might have otherwise missed.  Because the “sales funnel” is so long for family law clients, a podcast provides a wide net for capturing potential clients who are at various points in their journeys. There is potential to cover a wide range of topics because the issues your clients face are emotional and personal, yet serious. That being the case, podcast topics can go beyond the current divorce or child support battles. Like videos, podcasts provide an opportunity for potential clients to get to know you and your personality. They can “meet” you before they actually meet you. Building this connection enables people to feel comfortable in taking that first step with you.

Family law web design is a specialized field. Everyone wants their website to look nice, but beyond a pretty website, the whole purpose of a website is to bring in quality leads and cases. At Consultwebs, conversion is what drives our website designs. When potential clients arrive at your site, they should be able to find what they are looking for within seconds. Besides this, your website needs to load fast, provide relevant content, interact, and again, convert. One very important aspect is also the mobile-friendly approach. Most people today search the web through their phones; therefore it is important your website’s usability adjusts to the user. Our knowledgeable web designers take into account your target audience while also following the best practices for website optimization.

Our family law marketing experts rely on detailed research and proven success to guide your content marketing strategies. We have developed an extensive database of search topics that signal intent to hire a family law attorney. Our content writers and editors, led by a licensed attorney, are masters at crafting static pages, blog posts, infographics, ebooks, and other assets that prospects find valuable. We work to ensure your content preemptively answers people’s questions and prompts them to contact you to discuss the specifics of their case.

Why Consultwebs Is the Best Choice for Marketing a Family Law Firm

  • We do not take a cookie-cutter approach to law firm marketing. We tailor strategies to your family law practice.
  • Consultwebs understand the nuances of family law and what your clients are looking for. We help you meet potential clients where they are and keep them engaged until they convert.
  • We develop a comprehensive marketing strategy for your family law firm.  Our team is made up of proven experts in SEO, paid advertising, web design, social media, video marketing, podcasting, and content marketing ─ all with an exclusive focus on the legal field.
  • Everything we do is driven by data and measured by your return on investment. We want you to hold us accountable for your success, and we look forward to exceeding your expectations.
  • Our customer service is unmatched. You will have a dedicated digital marketing manager who answers your calls, responds to your email and provides regular updates on the progress of your campaigns. Our company believes in that personal connection. When you have questions or want to talk, we are here.
  • You own everything we do. All the work we do ─ web design, content, creative assets, podcasts, etc. ─ belongs to you. All the accounts we set up, such as Google analytics, are in your firm’s name. We don’t think you will ever want to leave Consultwebs, but if you do we won’t hold you or your website hostage.

We Care About Your Law Firm’s Success

“Every time I’ve talked with whomever I’ve had helping me at the company, they’ve taken it to heart like it was their own business.”

Charles R. Ullman
Board-Certified Family Law Attorney in North Carolina
Consultwebs Client Since 2000

Are You Ready to Get More Cases from the Web? Contact Us Now

Don’t miss out on opportunities to sign more clients and grow your family law firm. Partner with Consultwebs for a family law marketing strategy that ultimately pays for itself. Contact us today for a free analysis of your current website and online marketing presence.