Key Considerations When Developing a Marketing Plan for Family Lawyers

Every day, hundreds of people search online for family law firms to help with their divorce, adoption, or child custody cases. What do you need to do to direct those searchers to your law firm?

Clicks Geek is a digital marketing agency specializing in legal marketing. We can answer that question for you. We serve law firms across the U.S., and we are available to help you develop a customized strategy that will bring a flow of prospective clients to your family law firm’s website using the most cutting-edge law advertising techniques.

What to Consider when Developing a Family Law Marketing Strategy

Traditional outbound marketing methods, such as TV and newspaper ads, are not as efficient as inbound, internet-based marketing tactics. For an inbound marketing plan that will increase the online visibility of your family law firm and win over new clients, you need to do the following:

1 – Identify Your Target Audience

Who is your target audience? Tailoring your marketing plan to target potential clients ensures that your ads reach people who are most likely to hire you. What are their demographic criteria, lifestyle markers, and other characteristics? Determining this will be especially helpful for social media advertising.

2- Clarify Your Unique Selling Propositions

Your unique selling propositions (USPs) are what make you different from every other family law practice. For example, are you an accomplished divorce lawyer? Do you offer free consultations or pro bono representation? Do you have a particular focus area, skill set, or clientele demographic?

Identifying your USPs and incorporating them into your ad campaign makes you stand out from other family attorneys when marketing your business.

3 – Develop and Maintain a Website

Having a family law website makes it easier for people to find your legal services via search engines. If you think investing in a business site is not worthwhile, check out these stats:

  • 96% of people find legal advice via search engines
  • 74% of prospective clients visit a law firm’s site to take action

Most importantly, you will have limited options for an inbound marketing game plan without a website since all advertising channels point to and link to your site’s landing page.

Make sure that your website converts incoming traffic by making it fast, secure, professional-looking, mobile-friendly, and easy to navigate. At Clicks Geek, we can optimize your site for you, which means engineering it to suit the Google algorithm so it will rank higher in organic search results.

4 – Advertise using PPC with Google Ads

Once you have a professional site, the next step is to increase its traffic by starting a pay-per-click (PPC) campaign. Among all the marketing strategies for a family law practice, PPC is the fastest and easiest for increasing traffic and leads. It also offers the highest return on investment (ROI) when done correctly – $2 for every $1 spent.

PPC campaigns are possible on most major search engines and social media platforms. Google is the most popular option because it has billions of daily users. We can help you set up and run a Google Ads campaign by identifying and bidding to Google on the keywords people are most likely to use to find your services. When they search those keywords, your firm will appear at the top of their search results as a paid ad. You will pay only for the number of people who click through to your website.

5- Search Engine Optimization (SEO) of Your Web Pages

SEO does not deliver results as quickly as PPC, but its results are longer lasting. Optimizing for search engines ensures that your firm will show up on the first page of organic (non-paid) search results and bring in organic traffic. This is different from the PPC ads since it distinguishes between paid and organic search results and also because the search terms will not necessarily be the same.

One effective SEO tactic is called “content marketing,” which is creating and publishing high-quality web content, such as blogs, that answers your target audience’s most frequently asked questions.

6 – Social Media Marketing

Advertising on social platforms like Facebook can increase your brand awareness, bring traffic to your business site, and improve SEO by providing backlinks. You can also micro-target people with specific demographics and interests on whose Facebook feeds your ad will appear.

Let Our Professionals Handle Your Family Lawyer Marketing

At Clicks Geek, we have years of experience helping law firms break into new markets, win over fresh clients, and keep old ones engaged. Let us personalize and execute an inbound marketing plan that fits your budget, goals, and target market. Get started today by contacting us at 917-310-1597 for a consultation.


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.

Take your business to the next level with a marketing agency that actually delivers.

Clicks Geek is a U.S. Based marketing agency focused on positive-ROI customer acquisition. If you want to grow your brand through digital marketing, let’s talk!

Based in Pennsylvania, USA

As a Google Premier Partner Agency, we’ve joined the cream of the crop in PPC specialists. This designation is reserved for only a small fraction of Google Partners who have demonstrated a consistent track record of success.
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