In order to reach the most possible clients, attorneys should strive to be marketing wherever their potential clients may be, such as Instagram, LinkedIn, or Google. Having an effective law firm marketing strategy can help to ensure your firm reaches the greatest number of people possible.
7 Tips & Tricks for Family Law Attorneys
These recommendations are no secret, but they don’t just happen. Getting more clients and growing your practice is a result of a thoughtful, multi-faceted approach. Marketing is changing quickly, and while traditional methods can work, putting an ad in the phone book is not going to work anymore. A combination of these twelve tips and tricks attracts the right clients while maintaining discretion and dignity. Each tip can be scaled and customized based on your firm’s size, resources, and specific focus areas.
1. Understand How You’re Allocating Your Marketing Budget
As part of your intake process, do you currently ask clients how they found your legal services? If not, start today! There are tools you can use, like CallRail, and you can use this information to start gathering information about how to allocate your budget. What you actually spend will depend on your geographic location and several other factors. But as a general rule, you should spend somewhere from 2% to 8% of your firm’s gross revenue on marketing, though many larger firms may choose more. Allocate your marketing budget based on proven channels and potential ROI. Smaller firms should also be careful to spread resources too thin. If your budget is small, pick and choose marketing channels that make the most sense for your firm.
2. Make Sure Your Website is Optimized for Conversions
Your family law firm website is often the first place potential clients turn when they need help with divorce, child custody, or other matters. Make sure it’s working for you! It should be mobile-friendly, load quickly, and make it easy for visitors to take the next step—whether that’s calling your office, booking a consultation, or learning more about your services. Most firms now have a live chat feature, so you should too. Client testimonials are also essential to build trust.
3. Search Engine Optimization Strategies
If you want potential clients to find you online, you need to focus on both local SEO and organic SEO. That means creating content around the topics people are searching for—like divorce, child custody, or spousal support—while also using local keywords. Think phrases like “divorce lawyer near me” or “child custody attorney [your city]” to help you show up in local searches. Keep your website fresh by updating content as laws change, and boost your credibility with backlinks from legal directories and local business associations. The more visible you are on search engines, the easier it is for clients to find you!
4. Utilize Targeted Paid Advertising Online
Want to reach more people looking for a divorce lawyer? A strategic paid ad campaign can put your firm right where potential clients are searching. Just be careful that you’re working with a good campaign manager, and not wasting money on leads that aren’t what you’re looking for. There’s plenty to try, but here are the most popular:
- Google Ads – Your Google Ad Spend will target people actively searching for a “divorce lawyer near me” or “child custody attorney [your city]” so you show up at the top of search results.
- Local Services Ads (LSAs) – A fairly new solution by Google gets you prime placement on Google. Local Service Ads is a pay per lead model, and you’ll appear as vetted by Google to your target audience. .
- Social Media Ads – Run targeted ads on Facebook and LinkedIn to reach people who might need legal help now or in the future.
- Retargeting Campaigns – Stay top of mind by showing ads to people who’ve already visited your website, keeping your firm visible when they’re ready to take the next step.
A mix of these strategies ensures you’re reaching the right people at the right time in your family law advertising—right when they are looking, and before they hire someone else!
5. Utilize Social Media Platforms
Businesses are on social media too! And it’s a great way to show your potential clients who you are. Maybe you can show that you understand the importance of family by either being personal, and showing your own family or that of your own legal professionals. Or, donating to local charities and events. You can also share helpful tips, success stories, and informative content that resonates with individuals facing family issues. Engaging with your followers through comments and messages can also build trust and rapport.
There’s also social media advertising. According to Datareportal, people spend an average of two and a half hours per day on social media. And it’s quite affordable to get your ad in front of a lot of people. It may not be enough, in itself, to convince them to call. But it’s a great supplement or retargeting strategy to an existing marketing plan.
6. Your Reputation Matters: Build Trust with Google Reviews
When someone needs your services, what’s the first thing they check? Your reviews. A solid reputation builds trust before they even pick up the phone. So, make it easy for satisfied clients to leave a Google review, and always take the time to respond—whether it’s a glowing five-star rating or constructive feedback. The more positive reviews you have, the more likely someone is to choose you over the competition. In a competitive market, a strong reputation isn’t just nice to have—it’s a game changer!
7. Hire a Marketing Agency That You Trust
Running your firm is already a full-time job—do you really have time to worry about SEO, Google Ads, or social media? A great marketing agency takes that off your plate, making sure the right prospective clients find you when they need help. The right agency isn’t an expense; it’s an investment in growing your firm without adding more to your to-do list.
How Family Law is Different From Other Practice Areas
Divorce, child custody, and property division are very emotional matters. Clients often seek legal assistance during times of crisis, making it essential for attorneys to approach marketing with sensitivity and empathy. In contrast to practice areas like personal injury, this practice area requires sensitivity in its marketing and branding. How can this be accomplished while also communicating your expertise and ability to be successful in your work?
Your branding should reflect understanding and support. Use approachable, yet firm language in your website and marketing materials. Share testimonials that highlight your ability to guide clients through difficult times, and pair it with value statements about what makes you different from other practices. It’s all about balance! On one hand, your clients want someone who can empathize. And on the other, they want an advocate that can be aggressive when needed.
Building Your Word of Mouth Referrals
Another concept to consider is that of where your clients are finding you. Individuals facing divorce or custody disputes often turn first to friends, family, and trusted advisors for recommendations. Word of mouth is not really a “marketing tip” or something you can directly influence. So what can you do?
Past clients who felt supported throughout their legal journey, achieved favorable outcomes, and experienced compassionate yet effective representation become natural advocates for your firm. They share not just the results, but the emotional experience of working with your team during a challenging time. These organic marketing efforts extend beyond direct client referrals – other professionals like therapists, financial advisors, and even opposing counsel may recommend your firm based on your reputation for professionalism and ethical practice. Consider that every client interaction, from the initial consultation to post-resolution follow-up, contributes to your firm’s reputation and referral potential.
How Above the Bar Marketing Grows Law Firms
Our legal marketing services are hand-selected specifically for your practice area. No one understands family lawyers and their needs better than we do. We’re a close-knit team, and each and every one of us is dedicated to watching the firms we work with succeed. If you’d like a thorough report of your current law firm marketing, or want to see what your other options are, contact us today.
