As a family law attorney, you are an expert in divorce and child custody matters. However, if you are like many family lawyers, you likely don’t have experience with internet marketing campaigns. Consequently, you may struggle to get new clients and grow your firm. This guide looks at family law marketing ideas for attracting potential clients. You can use these law firm marketing strategies, regardless of your practice areas and the legal services you offer.
You might already be using some of these family law marketing ideas for your practice, but you need to utilize all of them
1. Identify Your Target Clients
Who needs your legal advice? You must identify your firm’s target audience if you want a practical family law marketing strategy. The value you offer should match your target client profile with your marketing.
To understand your ideal target audience, consider the following:
- Income level
As a divorce lawyer, you must consider other characteristics, including marital status and occupation. For example, you don’t want to waste money marketing your services to happily married couples. If you specialize in child custody matters, you should sell to potential clients with children.
2. Stay in Touch with Former Clients
Building relationships with existing clients are among family law firms’ most valuable marketing tactics. A satisfied client is likely to use your services again, or they may recommend you to others. In both cases, you get work without spending marketing dollars.
Writing personal emails is the most effective way for family law firms to nurture relationships. With an email, you ask your client how they are doing and congratulate them on their birthday. You can also remind them that you are available to help them with their legal issues.
Follow-up calls are another great way to keep in touch with your clients. A follow-up call is similar to an email but more personal. Special occasions such as an anniversary or birthday allow you to get in touch and build a relationship.
3. Build a Family Law Firm Website
A website is a valuable marketing tool for family law firms. With a professional website design, you can make a great first impression on potential clients who need a divorce lawyer. Law firm websites are essential in digital marketing, and they make it easier to get more leads.
Your family law website should feature the following:
- Descriptions of all your practice areas
- Blog articles that are valuable and relevant to the local community
- Your contact details and location
- A live chat feature and an online form for requesting a consultation
- Links to your social media channels
- Links to your firm’s online reviews
- An about section that tells your story
- Calls to action
Hiring a digital marketing agency to develop your website will ensure that it is user-friendly, easy to navigate, and engaging.
4. Demonstrate Your Authority and Credibility
Potential clients want to know that you have the expertise to provide them with successful criminal defense or representation in family law matters.
You can build trust and loyalty among prospective family law clients by showcasing your authority as a family lawyer.
Post the following on your website to showcase your competence as a divorce attorney:
- Legal degrees and other relevant qualifications
- Years of experience you have in family law
- Testimonials and reviews
- The firm’s size, including the number of partners and employees
- Awards and trust badges
- Contributions to community events
- Links to your publications
- Statistics of clients the firm successfully helped
Your website’s homepage is the ideal place for displaying awards, trust badges, and testimonials.
5. Search Engine Optimization (SEO)
Search engine optimization is website improvements you make to get on the first page of the Google search results.
Google and other search engines want to show users the most relevant and valuable results for their searches. If your website is among the top results, you will get more website visitors.
SEO is among the most important marketing efforts, but it is one that many family law firms ignore. The best SEO tactics for your family law firm include:
- Researching keywords to find your potential clients’ search terms
- Including the keywords naturally in your website content
- Creating relevant and valuable content, such as blog posts
- Improving your website’s usability
- Making your website mobile-friendly
- Link building from authority sites to your website
We offer technical SEO services for family law firms to boost their search engine rankings. Give us a call to learn more.
6. Claim All Free Online Profiles for Family Law Firms
Claiming free online profiles is an effective way to increase your family law firm’s online visibility. Popular local listings and business directory sites where you can add your family law firm include:
- Better Business Bureau
- Yellow Pages
- Bing Local
- City Search
Listing your contact details will boost your local search visibility and increase traffic to your site. Business directory listings also add credibility.
Completing your Google My Business (GMB) profile will make your firm easier to find. Information you should add to your GMB profile includes:
- Location and contact details
- Operation hours
- Website URL
Google allows you to add photos and posts to your GMB listing. Use these posts to highlight your services, share relevant news, or congratulate new partners.
7. Write Articles and Blog Posts
Blog writing falls under content marketing and is among the most cost-effective family law firm marketing efforts. The benefits of blogging include:
- Optimizing your site for search engines
- Building relationships with new and existing customers
- Establishing your firm as an authority in family law
- Creating personal connections with your brand
- Creating opportunities for people to share links to your site
Tips you can follow to make your blogs successful include:
- Posting regularly, preferably once a week or more
- Providing information that is relevant and valuable
- Asking readers to comment and respond to comments
- Making your posts easy to read
Ideally, most of your topics should relate to family law. Make the content relevant to your target audience when writing about business law, probate, or other issues.
8. Video Marketing and Podcasts
Posting video content is a great way to demonstrate your expertise and build trust. Filming yourself explaining complicated legal topics in plain language has the same marketing value as blogging. However, video is more engaging than text, giving you the opportunity for personal branding.
Hosting a podcast is an effective method to increase your following. With podcasts, you can engage your audience while they are busy with everyday activities, such as driving or cleaning. Like video marketing, hosting podcasts help you establish authority as a divorce lawyer.
9. Pay-Per-Click (PPC) Advertising
Pay-per-click advertising is a form of digital marketing that involves paying a fee every time someone clicks on your ad. In other words, you buy visits to your website or landing pages.
Google Ads is the most popular marketing campaign among divorce lawyers who want to target a local market. With a PPC campaign on Google, you bid for an ad placement under the sponsored links. So, when someone searches “law firm in [your location],” your ad appears at the top of the results.
You can also run PPC campaigns from your social media accounts to generate leads. With paid social media ads, your ad will appear in the news feeds of people in your area who fit your client profile.
10. Social Media Marketing
You can interact with followers who already know your law firm on social media and build relationships with them. Effective family law marketing strategies for social media include:
- Creating relevant social media pages
- Creating and sharing social media posts
- Commenting on relevant posts
- Answering questions on community forums
- Sharing your blog posts and video content
Most law firms use LinkedIn to maintain relationships with other legal professionals and potential clients. However, family lawyers also need to be active on platforms such as Facebook, as this is where their prospective clients are.
11. Email Marketing
Email marketing is an effective strategy for maintaining relationships with existing and prospective clients. This inexpensive marketing approach lets you keep in touch with an extensive network.
With email marketing, your goal should be to build relationships by providing value. Many law firms include newsletters, repurposed website posts, and Q&A posts in their emails.
Tips for an effective email marketing campaign include:
- Offering free information in exchange for email addresses
- Using email marketing apps to save time
- Keeping email content relevant and to the point
Grow Your Family Law Practice
Marketing and lead generation require specialist knowledge. Strategies such as SEO and PPC can become technical and time-intensive, especially for family lawyers.
At Family Attorney SEO, we have the expertise to take care of all your marketing needs, so you can focus on serving your clients. As a marketing agency specializing in family law marketing, we know which strategies are necessary to ensure you always have clients.
We offer a wide range of family law marketing services, including SEO, PPC, email marketing, and reputation management. Our team can also build you a professional, optimized website that generates consistent and organic traffic. Contact us today to grow your law firm.