Family Law Marketing

February 5, 2024

By Jonny

Top 20 family law marketing ideas that get results for our clients

As you know, Family law is a highly competitive area of law. You want to; 

  • stand out from competing family law firms
  • attract the right type of cases
  • get enquiries for clients who are actually able to pay you!

Here are 20 family law marketing steps we take with our clients to ensure they are the go to family law attorney for potential clients.

1. Bring your family law practice to life with branding

Family law is a distress purchase. No one wants to think about it and when they do, they want a family laywer with discretion, sympathy and reassurances that they can help them to get their life back on track.

Personal branding is a crucual part of your family law marketing strategy. It's about how you are percieved by potential clients and can set you apart from other family lawyers.

Branding helps family law attorneys who aim to stand out in their field. With a strong personal brand, lawyers can differentiate themselves from their peers, fostering trust with potential family law clients and expanding their influence as leaders in the legal sector.

The brand is the promise that family law attorneys make and keep to prospective clients. It helps turn new clients into satisfied clients.

All of your family law firm clients should have such a good experience that they can help you to get more clients.

Personal branding for family law practices is more than just about business. It's about demonstrating empathy and authenticity, particularly given that family law refers to sensitive matters such as divorce. 

So what is your personality?

Empathetic

Demonstrating this in your law firm's marketing efforts would involve showcasing your understanding of clients' needs when going through a divorce, and highlighting the fact that you will work closely with them to achieve their desired outcome.

Compassionate

In family law, it's important to show compassion towards clients who are dealing with emotional and difficult situations. Your marketing should reflect this through messaging and communication style.

Strategic

Family law cases can be complex and require strategic thinking to achieve the best outcome for clients. Highlighting your strategic approach in your marketing can attract clients who want a lawyer who will fight for their rights.

Experienced

Experience is key in family law as it requires knowledge of various legal areas such as divorce, child custody, and property division. Be sure to showcase your experience through client testimonials and case results.

Show this to potential clients by the things you say on your website, in online ads and social media posts. Better still express it with feedback from previous family law clients. 

2. Invest in law firm SEO (search engine optimization)

Prospective clients use search engines like Google to find information about their issue.

This could be a simple search such as “how much does it cost to get divorced” or “what rights do fathers have?”

By ensuring that your website or one of your social media accounts appears in a Google search results page, you can attract lots of relevant traffic and start converting that traffic into enquiries.

legal website seo case study

The graph above shows the growth from one of our family law clients SEO strategy. By publishing quality website content consistently and then promoting that content, the website traffic grew significantly, and so did the client base.

The blue line is clicks and the purple line is impressions.

This is all free website traffic from Google. All from potential clients with a problem that our law firm can solve.

SEO for solicitors a great way of generating recurring monthly website traffic.

If you don't believe us check out this law firm SEO case study.

Use SEO to get more family law clients

1) make a list of problems that potential clients may have. This could be questions about specific areas of family law;

  • adoption laws
  • father's rigths
  • surrogacy
  • protecting assets during divorce
  • child custody laws

It could also be problems they have when it comes to legal services;

  • divorce lawyer cost
  • family law court

2) do the research to create a content calendar full of family law topics. The most effective way to do this is to answer questions that people ask. There are loads of paid tools you can use to give you ideas, but the simplest way is to head to Google and stick in one of the terms from your lists above:

adoption laws seo search

Next head down to the "people also ask" section and boom! You have a list of potential blog titles to be added to your law firm website. 

people also ask

3) Take a look at the search engine results pages, write something more recent, more engaging and more valuable than competitors and you have another way of promoting your law firm's services. 

3. Use Google my business

An optimised Google My Business profile can be an essential asset for a family law firm and a cornerstone of your local SEO.

google my business 3 pack

Once optimised and updates this can generate leads for free and it's a great place to showcase online reviews. Try the following:

  • Filling in all relevant information about your legal services and practice areas. Be explicit and list your services e.g. family lawyer, divorce lawyer, child custody, child support or criminal defense
  • List the benefits and let prospective clients know that you can help them with expert advice
  • Request reviews from past clients and existing clients

You can add images, content, contact details and also get customers to review you on your Google Business page. 

More good Google reviews means more people are likely to click through and make an enquiry.

You just need to be sensitive to their predicament. Not everybody wants to share the experience of dealing with a family solicitor.

However getting positive feedback for your law firm on things like the manner and caring attitude of the solicitor dealing with the case can help persuade potential clients.

Having your profile show up in local search can have make a big impression on target clients without draining your marketing budget.

Find out more about local SEO for solicitors

4. Use Google ads

Family law ads via Google are a fast way to get in front of your target customers on Google search results pages. 

You tell Google which search terms you want to bid on and your ads will appear, depending on your bidding and a few other competitive factors. 

family law google ads

With Google ads, you can measure eveything from clicks and impressions to enquiries via tracked telephone calls and enquiry forms.

Like all effective family law marketing channels, you need to find the ideal cost per enquiry. 

For example, if you spend £500 and only get one enquiry back, you need to be sure you're going to make a return on investment from that enquiry. Is it going to turn into a paying client?

Your ads need to direct people to an effective family law firm website, which effectively communicates why people should choose you and is also relevant to the ad that they originally saw in Google.

5. Get reviews on third party sites

Your law firm's success can often hinge on what other people say about you.

Potential clients will always be swayed by positive or negative feedback that they see on other third party websites.

Online review websites have prominence in Google Search results such as third-party sites like feefo and trustpilot or business listings such as Yell.

Online reviews are a bit like personal referrals, showing your potential client how you help existing clients with a variety of family law matters.

Set up profiles on these sites and start asking people to review you. 

How to get reviews for your family law firm?

Send them a link via email at the right time to your Google business profile or Facebook profile. Be sure to respond to all reviews you are aware of, particularly if the occasional negative review crops up as people will be able to see how you respond.

6. Get clever with social media

Social media marketing can be tricky to master for legal professionals.

Social proof (people engaging and reviewing you on various social media platforms) is a great online marketing strategy, however it's unlikely that people are going to publicly engage with divorce attorneys on a Facebook or Instagram page - let alone leave reviews.

Divorce law firms often make the mistake of inveting time in pumping content out on a daily basis when a better use of time and budget is to see social media platforms as a great channel for family law advertising.

Don't just pump out social media content when you don't have an audience. 

Build an audience by understanding what to invest your time and money in. 

For example is it better to create 100 posts and pay somebody to do so, when you don't have an audience or is it better to pay somebody to create 30 posts and use the rest of the budget to advertise your page so that people see your posts and going forward you have an audience to market to?

1) Create valuable content in the form of image posts, video reels or long form video.

2) Ensure the content matches the channel e.g. a facebook reel video about spousal support might be more informal than a Linkedin video about protecting business assets after divorce.

3) Make sure your personality comes across (remember the branding in point 1)

7. Paid advertising on social media

When it comes to advertising family law services on Facebook, Instagram and Linkedin you'll need to be subtle, due to the nature of it being sensitive. 

For example you might be perceived to be encouraging divorce. which may attract negative comments underneath your ads (don’t worry, if that happens you can hide them). 

However if you position yourself correctly, then social media ads are a great way of reaching a wider audience who will bear you in mind if ever they need a family law lawyer

Top tip: Don’t be too direct.

Don’t write something like “Time for a divorce?”

Write something subtle like how you’ve been supporting families through sensitive legal issues. 

facebook ad for lawyers

8. Cross sell between practice areas

A good one for getting referrals to and from other departments.

People who are separating or looking for help with issues such as prenuptial agreements may also be looking for will writing services or conveyancing services. 

Is there potential to cross-sell between departments from one practice area to another?

Anyone who is on an email or customer list relating to property may also be sent an email about your family law services e.g. tips for protecting the family home.

9. Use the right digital marketing agency

To be more specific, don't use a family law marketing agency that charges thousands of pounds every month to do the same thing, without driving any results or setting any expectations. 

SEO strategies can take a few months before you really see the benefits, but you should be made aware of all the hard work that is going into it from day 1. Don’t just accept the old line: “It takes time” without being informed about the stages or being given proof that it works. 

Ask which other law firms or businesses that they have worked with and ask for proof that it has worked including time scales and costs.

10. Be a personality

Have you got solicitors who are experienced in family law? 

Do they have other unique selling points such as their ability to listen? 

It's a great idea to position yourself as a personality when it comes to family law. The idea of talking to Sally or Jim about your problems, suddenly seems a lot more personable than the idea of paying a solicitor to help me through a family ordeal.

This can help you with any branding you might have across your website or ads because you could include the individual as a personality and build trust.

11. Video

Video marketing has emerged as a powerful promotional tool for businesses across industries, and family law firms are no exception. Here's how family law attorneys can utilize video marketing to promote their services:

1. Humanize the Brand: Family law deals with highly personal and emotional matters. Videos allow lawyers to showcase their empathy and understanding, humanizing the law firm and making it more relatable to potential clients.

2. Explain Complex Concepts: Family law topics like divorce proceedings, child custody laws, and property divisions can be complicated. By creating explainer videos, law firms can break down these complex subjects into digestible content, positioning themselves as an authority in the field.

3. Showcase Client Testimonials: Positive testimonials from satisfied clients can significantly boost a law firm's credibility. Video testimonials are particularly effective as they provide a more authentic and engaging experience than written reviews.

4. Improve SEO: Search engines favor websites with video content, meaning your family law firm's website is likely to rank higher in search results if it includes videos. This can increase visibility and attract more potential clients to your site.

5. Increase Social Media Engagement: Videos tend to generate more engagement on social media platforms than text or image-based content. By sharing informative and compelling videos on these platforms, law firms can reach a wider audience and attract more potential clients.

6. Virtual Tours: A virtual tour video of the law firm can give potential clients a feel for the environment they'd be stepping into, making them more comfortable with the idea of reaching out for a consultation.

12. Create an offer

Creating a compelling offer is an effective strategy for family law firms aiming to increase client enquiries. An attractive offer can incentivize potential clients to reach out to the firm, providing an opportunity for the firm to demonstrate its expertise and value. Here are some examples of potential offers that family law firms could consider:

1. Free Initial Consultation: Offering a free initial consultation is a common practice in the legal industry. This gives potential clients the opportunity to discuss their situation, understand their legal options, and evaluate the firm's expertise without any financial commitment.

2. Discounted Services: Another approach could be to offer a discount on certain services for a limited time. For example, a reduced rate for drafting prenuptial agreements or handling uncontested divorces could attract clients who are cost-conscious.

3. Flat Fee Packages: Family law matters can often become complex and drawn out, leading to escalating costs. Offering flat fee packages for specific services provides potential clients with certainty about their legal expenses, which could encourage them to choose your firm over others.

4. Free Legal Resources: Providing free resources, such as guides to child custody laws or tips for navigating divorce proceedings, can be an effective way to attract potential clients. While it's not a direct service offer, it positions the firm as an expert in the field and can lead to enquiries from individuals who find the resources helpful.

5. Referral Discounts: Offering discounts or incentives to current clients who refer others to your firm can also generate enquiries. This not only encourages your existing clients to promote your services but also leverages the power of word-of-mouth marketing.

13. Long form content and guides

What type of questions do clients commonly ask you? Why not put all of these questions into one guide around a particular area of family law, whether it would be child access, custody, divorce and separation or even domestic violence. 

Long form content gets ranked in Google and helps potential clients to make a decision to use your services and helps give potential clients real value. 

1. Establish Authority: Long-form content allows law firms to delve deeply into complex legal topics, whether it's family law, personal injury, or corporate law. By providing comprehensive and insightful information, law firms can position themselves as authorities in their field, building trust with potential clients.

2. Improve search engine optimization: Search engines like Google tend to favor long-form content. It's seen as more valuable and informative, leading to higher rankings in search results. This increased visibility can attract more visitors to the law firm's website and result in more potential client enquiries

3. Increase Engagement: Long-form content provides more opportunities for readers to engage. They might spend more time on your site, share your content on social media, or leave comments on your posts. Each of these actions increases the visibility of your firm and its services.

4. Generate Leads: By offering in-depth guides or e-books in exchange for contact information, law firms can use long-form content to generate leads. These leads can then be nurtured through email marketing or other follow-up strategies.

5. Foster Trust: Long-form content gives law firms the space to address potential clients' concerns and questions in detail. This can help to foster trust, a crucial factor when individuals are choosing a lawyer to represent them.

6. Showcase Expertise: Detailed case studies, comprehensive legal analyses, and thorough explanations of legal processes can all serve to showcase a law firm's expertise. This can be particularly valuable when potential clients are comparing different firms and looking for a team with proven knowledge and experience.

14. Podcasts

There are loads of podcasts about family life, being a mother or being a father. 

Appearing on a podcast can give you is a great way to increase your visibility and it also gives you more content to share across your website and social channels. 

There are loads of podcasts out there and chances are that some of the people you are trying to target are listening to them.

15. (The new) Local radio

What??? Something more traditional? Local radio still gets listened to. An advert on local radio served to people in your area can go a long way to building up awareness of your services.

This can often be a bit more expensive than online ads on Google and social media as you may pay per campaign as opposed to interaction or listen! 

And if that is too old school, consider how many people use streaming services like Spotify and Amazon. You can create a target audience based on certain demographic data to promote your brand. 

16. Create an engaging web experience

How engaging is your family law firm website?

People who have family law legal issues may be vulnerable and you need to cater to them. 

They want fast answers to sensitive questions and an understanding of how you can help them. 

sanderswitherspoon.co.uk website design

An engaging web experience can help. You can have an option to quickly exit the site should people be vulnerable and in a position that someone might be looking over their shoulder. Your family law website should be:

  • fast loading
  • looks good on mobile and desktop
  • well structured allowing users to find information quickly
  • accessible
  • conversion optimised - forms that are easy to fill in and allow you to filter out the wring types of client
  • loved by search engines
  • owned by you - so you can make changes, access content and edit it at any time

17. Write about what you know

You are an expert in your field and can share your experiences with an audience. 

Take a local or national news story when it comes to family law.

You could share your experiences of working with families to help them achieve positive outcomes.

Either way if you can show your expertise and authority you'll be able to build trust and engage your target audience. 

18. Repurpose your content

Once you have created and written unique, authoritative content (see point 17), you should be able to repurpose this content in video formats and make it visual for sharing across social media.

For example a text blog could become a transcript for a video.

19. Be more accessible

Think about the ways that people who are suffering from family law issues may want to contact you. 

They may not want to speak by phone or may not be in a position to do so. The idea of filling out a contact form may also seem cumbersome when they need immediate help.

Think about WhatsApp, Facebook messenger or even a live chat function so they can get real answers without the commitment and having to speak to somebody via the phone or face to face.

20. Measure everything

If you don't measure, you won't know what's working and what isn't. 

data and analytics for law firms

Measuring everything that happens online, from website visitors to enquiries and where they found you, means you can determine if you have achieved a return on investment. 

Bonus Family Law FAQs

How do you market a family law firm?

Understand what motivates your potential clients to make an enquiry. Establish which marketing channels are the most effective at connecting with those clients and then establish the time, resource, budget and expertise that you need to turn the channels into lead generation machines.

Potential clients chose their family law attorney based on reputation, customer service and of course, cost. Make sure your marketing efforts reflect these factors.

How do I make my family law firm stand out?

To make your family law firm stand out, focus on creating a strong and unique brand identity. This can include having a memorable logo, tagline, and color scheme that accurately represent your values and services. Additionally, showcase your expertise by regularly producing high-quality content such as blog posts, videos, and case studies. Building a strong online presence through social media and search engine optimization can also help your firm stand out. Finally, prioritize exceptional customer service to leave a lasting impression on clients and increase positive word-of-mouth referrals.

What are the most effective marketing channels for family law firms?

The most effective marketing channels for family law firms will vary depending on the specific target audience and location. However, some common channels that have proven to be effective include search engine optimization (SEO), social media marketing, online advertising, networking events, and local radio or TV ads. Ultimately, family law firms should focus on finding the channels that resonate most with their target market and allocate resources accordingly.

How do I market my divorce attorney?

Your strategy for marketing your divorce law services is much the same as the process for a family law attorney and revolves around your target customers and how best to connect with them.

What do they want?

Which family law firm marketing channels can you use to connect with them and which resources do you need to do so effectively? Understanding what clients are looking for when choosing a divorce attorney is vital. Some key factors include reputation, customer service, and cost. By showcasing these qualities in your marketing efforts, you can attract potential clients and establish trust in your services. Additionally, producing high-quality content and utilizing various channels such as social media and advertising can also help reach potential clients.

How can I get family clients?

Family law clients are often in need of sensitive, discreet legal advice. Your customer service and reputation will play a big part in how your family law firm is perceived by customers. Show them how much you understand their problems and offer up solutions in a caring manner can go a long way. Having great customer reviews is a vital component of marketing family law firms.

Depending on your size, you need to understand the return on investment for your marketing efforts.

How do you market a family law firm?

Understand what motivates your potential clients to make an enquiry. Establish which marketing channels are the most effective at connecting with those clients and then establish the time, resource, budget and expertise that you need to turn the channels into lead generation machines.

Potential clients chose their family law attorney based on reputation, customer service and of course, cost.

How do I market my divorce attorney?

Your strategy for marketing your divorce law services is much the same as the process for a family law attorney and revolves around your target customers and how best to connect with them.

What do they want?

Which family law firm marketing channels can you use to connect with them and which resources do you need to do so effectively? Understanding what clients are looking for when choosing a divorce attorney is vital.

How can I get family clients?

Family law clients are often in need of sensitive, discreet legal advice. Your customer service and reputation will play a big part in how your family law firm is perceived by customers. Show them how much you understand their problems and offer up solutions in a caring manner can go a long way. Having great customer reviews is a vital component of marketing family law firms.

Depending on your size, you need to understand the return on investment for your marketing efforts.

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