Essential Family Lawyer Advertising Ideas: Strategies to Generate More Leads

Like other areas of law, family law practice is highly competitive. To stand out from the crowd and project your brand, you need a well-organized family law marketing strategy. This article explores some effective marketing strategies to help divorce attorneys generate leads and attract more family law clients.

Invest in a Well-Designed Family Law Firm Website

About 75% of people looking for legal services start their search online, and a website is the first impression that a lawyer makes on potential clients. As such, many lawyers lose clients due to poorly designed websites. Of particular importance is your landing page, which is the first thing a prospective client sees when they click on your link. It must be both inviting and informational, containing what the prospect will need to know.

A well-designed website is more than just about style and visual appeal–although those are significant considerations, too. Many people don’t know that your website’s architecture can help enhance your credibility and generate leads more effectively.

Search engines like Google crawl over each website and score particular elements. If you or your marketing specialist optimizes your site to engineer a high score, your site will get much more traffic. Knowing how to structure a website and its contents is mastering search engine optimization (SEO). A well-optimized site is definitely worth your investment.

When building a family law website, make sure to keep the following aspects in mind to deliver an excellent user experience and boost your SEO:

  • Mobile-friendly (responsive) site
  • Valuable, optimized content and blog posts
  • Page load speed
  • Site security
  • Quality backlinks

Use Google Ads for Family Law Marketing

While a well-designed web page and organic SEO are very effective marketing tools, they still aren’t enough to get you to the very top of the search engine results pages (SERPs) where you want to be if your legal environment is competitive.

Consider investing in Google Ads, the most popular pay-per-click (PPC) advertising system for family law firms. This can place you at the very top of the search results for whatever search terms you bid upon with Google.

The Google Ads program allows you to create ad strategies to specifically target your audience, and you only pay when a prospective client clicks on your ad, which links them to your landing page. Google advertisements have a prominent spot on the SERPs, and they account for at least 40% of the clicks.

You can also run PPC ads on social media, which are slightly different from search ads. Social media ads (like Facebook) allow you to micro-target particular demographics or those who use specific terms on their social media posts. For example, a divorce lawyer might launch an ad targeted to married women over 35 with incomes of a certain level who use the word “separating” or “splitting” in their posts.

You may also create ads retargeting prospects who have been on your site but didn’t initiate any communications. These ads may encourage them to contact you.

Other Methods to Find Your Target Audience

Divorce Attorney Referrals

Many family lawyers get most of their potential clients through referrals and word-of-mouth marketing. Here are a few tips to help you cultivate referrals for family law cases at your firm:

  • Attend events with your colleagues.
  • Keep in touch with past clients.
  • Treat people to lunch and dinner.
  • Give gifts to your colleagues on special occasions.

Capitalize on Google My Business (GMB) for Family Law Firms

GMB is an excellent marketing strategy for improving your local SEO as a family law attorney. It is a free business listing with important contact information about your firm as well as reviews and ratings.

Consult a Digital Marketing Professional at Clicks Geek

For the most effective family law digital marketing plan, be sure to contact our legal marketing specialists at Clicks Geek today. We can handle all your family law firm marketing needs, including your web design. Please phone us at 917-310-1597 or use our Contact page. We can help you!


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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