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Family Law Marketing

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Marketing for Family Lawyers

The family law and divorce market size is worth $11.4 billion in the United States. With further expected growth, there will be an increasing amount of competition for your practice. As a divorce attorney, you will need to continually improve your marketing plan if you want to beat competitors, generate leads, and become a top lawyer in the local area. This article provides our step-by-step guide on family divorce law marketing to learn how your practice can generate more clients, improve branding, and drive traffic with proven strategies.

According to a Bloomberg report, 62% of law firms plan to increase their marketing and business development efforts this year. It’s crucial that you refine how your firm markets itself and reaches new clients. Good family lawyer marketing strategies will also put you on top of the search engine results page, drive traffic, and generate quality leads.

Family Law Divorce Lawyers Marketing

Family Law Marketing Starts With A Website

Websites are the modern-day business card. An outdated and slow website will lose business opportunities and hurt branding.

Consider for a moment that 94% of first impressions relate to the design of your website. Having a professional and modern website like the ones web design for our clients at dNovo increases authority, conversions, and branding contributing towards your family divorce lawyer marketing strategy.

Frenkel Tobin SEO family lawyer marketing dNovoGroup

Grow Your Family Law Firm – Guide

1. Family Law Website That Converts

Family law is a hyper-competitive industry. Your firm needs excellent family lawyer marketing to stand out from other practices and acquire clients. Let’s recap how you can do this.

a) Mobile Friendly

If your website isn’t optimized for mobile devices, your website may suffer from a high bounce rate, low average session duration, and poor conversion rate. This is because 80% of people use smartphones to browse the internet.

To audit whether or not your website is mobile-friendly, you can run it through Google’s free Mobile-Friendly Test tool. Enter the URL of your website and click “Test URL.”

Google will analyze the website to determine if it is optimized for mobile devices. A score will be displayed.

To audit whether or not your website is mobile-friendly, you can run it through Google’s free Mobile-Friendly Test tool. Enter the URL of your website and click “Test URL.”

Google will analyze the website to determine if it is optimized for mobile devices. A score will be displayed.

b) Navigation

If users can’t seamlessly get through your website and from one page to another, they will drop off. This is called average session duration (how long users stay) and bounce rate (how many leave without visiting more pages). A high bounce rate communicates to Google’s algorithm that visitors aren’t finding relevant information. This hurts your organic rankings and traffic as a result.

Optimizing your website’s navigation is one way to circumvent this quickly. Most people are accustomed to standard navigation where a logo is on the left, links are in the middle, and other buttons are on the right like this website we enhanced for our client Ryan Zigler Law:

There are links to the attorney’s blog, services, testimonials, and contact information. Dropdown links save space while providing more resources for visitors. A call to action on the right along with a contact link and phone number helps generate demand. While these principles apply to most websites, one can see how factors such as stress and urgency are vital for divorce lawyer marketing strategies.

c) Visual Design

Perhaps the most important part of a website is its overall appearance and design. This includes the colours, content, architecture, and layout. It needs to be visually appealing while conveying value and offering a delightful user experience.

Consider this website we improved for Grillo Law. We were entrusted to create a new brand identity and generate new business through a website redesign.

dNOVO built a custom website from scratch with new visuals, colours, content, and design elements. It helped Grillo Law achieve a fresh image that reflected the professionalism and passion of the firm.

Another good example of a website dNOVO improved as a part of family lawyer marketing campaign, that has a great visual design is Frenkel & Tobin, a divorce lawyer whose advertising we have taken upon ourselves.
Frenkel Tobin SEO family lawyer marketing dNovoGroup

Pages include relevant photos, rich information, and testimonials that drive conversions as social proof. Read more of our web design case studies here.

2. Online Reputation Management and Reviews

Your reputation is extremely important as a divorce lawyer. Effective online reputation management is essential part of family divorce lawyer marketing, that allows you to have a better public reputation and acquire clients. Moreover, 67% of customers are influenced by reviews and 58% of American’s research businesses before becoming a customer.

Here are a few review websites you can optimize to improve your family law online reputation.

a) Yelp

Every new star on Yelp can increase your firm’s revenue by 9%. With this in mind, you want to ensure that your firm is listed on Yelp and the profile is optimized. Begin by filling out all of the business information completely. This includes office hours, a website link, phone number, and directions. List all of the services you offer and add relevant photos that show your team, location, and events. Pick up to three categories to describe your firm’s practice to help with Yelp’s search engine too.

Include keywords that potential customers would search for like this attorney does on their Yelp page:

Doing this helps more clients organically find your Yelp page when they are searching for family law services in your area.

b) Google My Business

16% of businesses receive more than 100 calls each month because of Google My Business. Improving a family law firm’s GMB profile helps clients find you and reach out for services. Optimizing Google My Business can also help your family law practice rank higher on Google and get more local leads.

The first step is to have clear and concise information. Fill out everything Google asks for including hours, services, categories, and photos. They reward lawyers that have rich and useful profiles.

Secondly, collect reviews from current and past customers. These act as social proof and help display that you provide positive experiences for clients. As a result, interested prospects will convert more often.

Google has also begun ranking profiles higher that continually post updates. Click the “Post” tab and the bottom right button to create a new post.

Select between a different post type such as update, offer, etc.

Add the required information and click “Publish” when you’re finished. I recommend using these for sharing content, news, updates, and the latest promotions.

c) Social Media Accounts

There are 3.5 billion active social media users globally. This means that there are many potential clients you can reach if your practice utilizes social media properly. It also acts as a channel to improve branding and reputation.

Divorce attorneys can optimize social accounts by first adding a professional headshot or logo. This makes your firm appear more professional and trustworthy. Here’s an example from a New York lawyer:

Secondly, add as much information to your profiles such as website links, phone numbers, and services. The same lawyer above concisely explains his background, experience, and results.

Post updates on a regular basis. These include news, articles, videos, and PR. Use it as a medium to keep in touch with clients and build brand loyalty.

3. Publish Content on a Regular Basis: Step by Step Breakdown

70% of law firms have landed new cases through their website. However, a lot of opportunities are generated through content. These are articles or other material that educates prospects, builds authority, and gets them interested in contacting you. Follow these steps to begin using content marketing for growing your family law practice.

a) Choose topics relevant to your clients

What questions do your clients have? What objections do they propose? What problems are they experiencing? These will be the foundation of your content strategy.

Firstly because it attracts the most relevant segment to your website versus a wide audience that won’t convert. Secondly, helping prospects solve their problems and become more educated helps them trust you. They will be more likely to contact you for family law services as a result.

Use a website like AnswerThePublic for topic ideas. Begin by typing in a keyword and clicking the search button.

This will visualize questions, prepositions, comparisons, and more related to what you entered.

Use these as inspiration for topics and SEO keywords. Export them as a CSV file or save them individually.  Contact us today if you need a professional agency to handle your Lawyer SEO.

b) Create content optimized for search engines

Content needs to serve a purpose and not just look good on your website. As a family law attorney, it’s important that content on your website generates leads and traffic. To do this, it needs to be optimized for an effective family lawyer marketing. To begin, take the topic of the article and run it through Ubersuggest. This is an SEO tool that will help you find valuable search terms.

Find and record several keywords that you wish to target for each article.

These need to be placed in the following areas:

  • The title.
  • The URL.
  • The meta description.
  • Header tags.
  • The body of the article.
  • As media file names.
  • As an alt text of images.

It’s wise to target a blend of low, medium, and high competition search terms. Low competition search terms are low-hanging fruit. You can rank for them quickly and generate easy traffic. The higher competition keywords you can gradually rank for over the long term.

c) Promote it through various channels

Once your family law content is published, it has to be promoted. This generates initial traffic as Google indexes and ranks it. I recommend first promoting each blog post on social media channels like LinkedIn and Facebook. Better yet, leverage groups on platforms like Facebook to instantly reach more users. Search for keywords like “lawyers” and filter by groups.

Request to join as many groups as you’d like. Become active within the group, share content, and engage with other members to build relationships.

Secondly, share it with your email list. You can use a free platform like Sendfox to begin collecting emails and sharing newsletters to drive traffic back to your law firm website.

Click the “Emails” tab and select “Create Email.”

Select the list you’d like to send the email to and enter a subject line.

Explain in the email you’re sharing a new piece of content and what the subscriber will learn. Click the send button once you’re finished.

4. Family Lawyer SEO

68% of all online experiences start with a search engine. When a person is in need of help with divorce or similar matters, they are going to search Google for solutions, attorneys, and answers. If you are optimized to be on the front page, you will land more cases and clients organically. While I briefly touched on how to perform SEO or individual pieces of content, I am going to teach you how to perform site-wide SEO and build authoritative backlinks next.

a) On-page SEO

The following is an on-page SEO checklist your marketing department can apply to your family law website for more organic traffic and better rankings in the SERPs.

Page speed

How fast your website loads is an important Google ranking factor. It directly impacts user experience and how users are able to interact (or not) with a website. The faster the website, the better. How do you audit your law firm’s page speed and improve it? Run the domain through PageSpeed Metrics.

This tool will analyze a website to determine speed errors and display a score out of 100. 90-100 is ideal.

Scroll down to see what opportunities there are to speed up your firm’s website. These include server response time, removing JavaScript, and minifying CSS.

Internal and external links

Links that point to other pages and content on your website are called internal links. These help to increase session duration, provide additional resources, and push SEO authority deeper into a website. External links, on the other hand, are links to other authoritative sites for the same purpose. Search engines prefer websites that provide both internal and external links as it enhances the end user’s experience with a page.

Meta data

Meta data, as I’ve discussed earlier, includes elements like meta descriptions and title tags. An individual search engine listing like below consists of meta data that Google reads to help understand a page’s relevance and content.

Depending which platform you’re on will change how metadata is edited. For instance, you can install the Yoast plugin on WordPress and edit it directly below a blog post or page.

It will automatically save when it’s published and Google will pull the data to index.

b) Backlinks

A backlink is a hypertext link from one website to another. Think of it like a voting system. The more links a website has from trustworthy sources, the more a search engine algorithm trusts it. As a result, it ranks higher and gets more favorability in the SERPs. According to Moz, 20.94% of Google’s ranking factor weighing system is based on links.

How do you build links as part of your family lawyer marketing? One of the most efficient ways is through guest posting. This is the process of guest authoring on other legal and relevant websites to gain exposure, backlinks, and referral traffic. Here’s how to build guest post links effectively.

Step 1: Find legal websites to guest author on

The first step is finding other related legal websites to guest author on. The goal is to find publications that have similar audiences so the backlinks drive the most authority and referral traffic converts more. One way I recommend is with a simple Google search. Enter queries like:

  • Law firm + guest post
  • Law firm + become a contributor
  • Law firm + submit a guest post

This will yield websites that are open to guest contributions. Visit these one by one or collect the URLs and enter them into a spreadsheet to stay more organized.

The second way to find guest posting opportunities is by analyzing competitor backlink profiles. Open Ubersuggest and enter the domain name of a competitor into the search bar.

Click the “Backlinks” feature to view the website’s referring domains.

Look for any backlinks that appear as guest posts. These will typically have anchor text of the law firm itself or an individual attorney. They will also be on very contextual websites. Save any legal related sites in a spreadsheet for the next step.

Step 2: Send a personalized pitch

The key to successful guest posting is sending a personalized pitch that stands out from the crowd. After all, they’re receiving dozens if not hundreds of other emails for the same thing. Personalized emails drive 82% higher open rates and 75% higher click-through rates.

One way to personalize your email is by following their guest post guidelines. These are the rules they ask writers to follow regarding tone of voice, style, and so on. Following these as closely as possible maximizes your chance of being accepted. It looks like this:

Find the email of the publication (normally on the contact page, footer, or directly on the guest post submissions page) and send a message with the following template:

Good morning,

My name is {Name} and I’m a {Position} at {Family law firm}. I’m very interested in contributing a guest post to {Publication} that your readers would enjoy.

Please let me know what you think of the following topic ideas:

1. Topic idea #1
2. Topic idea #2
3. Topic idea #3


Your name

If you do not hear back from websites you pitch, either the pitch was declined or you need to follow up. I recommend following up every few days to increase reply rates.

Step 3: Submit the completed guest post and share it

Once your pitch is accepted, an editor will tell you which topic to write about. Please keep in mind that guest posts need to completely align with their branding and guidelines. Write it for their audience.

Don’t go overboard with advertising either. Some websites don’t have any tolerance for it. Others may allow one or two links to your own pages. Format it like other posts they publish. Note word count, paragraph length, images, and header tag usage. Include internal links to other blog posts and pages of theirs.

Once have you carefully followed the guest post guidelines and submitted your guest post, you will hear from the editor. They will lend you feedback, ask for edits, or post the article without revisions. Normally a publishing date will be provided if the website has an active editorial calendar.

Guest posting is all about relationship building. It’s key that you promote the article when it’s live. Share it across social media, email, and other platforms. This shows gratitude to the publishing website and will open more opportunities in the future.

Wrapping up Family Law Marketing

Firstly, it begins with having an optimized family law website. It needs to be mobile responsive since mobile devices are quickly becoming everyone’s go-to platform. The navigation should be easy to use and the overall design needs to reflect the quality of your brand.

Then, clean up your online reputation. Make sure that you have all of your local citations like Google My Business and Yelp. Optimize the profiles for SEO keywords, services, and complete business information. Social accounts should be treated the same.

Publish content on a regular basis. This builds up authority and drives organic traffic that converts into leads. Use tools like Answer The Public to find contextual topic ideas. Focus on long-form content that delivers value and aligns with the marketing funnel.

Clean up your SEO as well. Begin with on-page SEO by performing keyword research, editing metadata, and improving the speed of your website. Off-page SEO includes building authoritative links primarily through guest posting.

Contact us today if you need web design, SEO, or other law firm marketing services to generate more clients.

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