PPC vs. SEO for Divorce Law Firms: A Pro’s Guide for Choosing the Marketing Strategy that Fits Your Goals

Family law is an extremely competitive field, which is why so many child custody and divorce attorneys have embraced online marketing to bring in new clients. However, many firms get stuck in one way of doing things, leading them to lose potential clients to their rivals.

If you want to get the best results for your law firm, you’re well-advised to choose the best marketing strategy for your needs. What works for other family law firms may not be your best option. Be sure to understand the different methods of increasing your visibility and figure out which one is best for your needs.

Understanding the Difference Between Paid Search and Organic Search

There are two basic ways to get your website to the top of Google’s search results: with a paid ad or through organic ranking. Pay-per-click advertising (PPC), such as Google Ads, relies on paying Google every time someone clicks on your paid ad at the top of the search returns for a particular keyword.

Search engine optimization (SEO), on the other hand, focuses on understanding the search engine algorithm and tailoring your website to engineer it to achieve a high organic (non-paid) ranking. SEO has the extra benefit of forcing you to produce a high-quality, authoritative website that is attractive to prospective clients and functions better at lead conversion.

Benefits and Drawbacks of Pay-Per-Click (PPC)

The main benefit of PPC is rapid results. A good PPC campaign can produce new leads within minutes of an ad going live, which leads to increased interest and new clients.

However, PPC campaigns also have several drawbacks that can end up costing your firm a lot of money. Google holds something of an auction that enables you to bid for the price you’re willing to pay for search terms. Law-related keywords, such as “attorney,” “divorce lawyer,” and “law firm,” are some of the most expensive, and the cost per click may prove to be too expensive to maintain.

If you don’t have a robust landing page, which is critical since it provides you with a high conversion rate and high-quality clients, PPC may end up costing you more money than it makes.

Benefits and Drawbacks of SEO

SEO is a long-term strategy that ensures that your website will rank highly in organic search results. It’s a more affordable alternative to paid search but comes with several drawbacks of its own.

The main drawback of an SEO campaign is that it takes a long time to generate results and may require an extensive reworking of your existing site’s architecture. You may end up spending a lot of time and effort on unsatisfactory results.

Which One is Better for Your Law Firm?

Both SEO and PPC have their place in law firm marketing. PPC is excellent for a young law firm that doesn’t have an established client pool. If you put in the effort, you can boost your revenue and maintain an online presence while switching to a more sustainable SEO strategy in the future.

If you’re an attorney struggling to come to grips with Google searches and other marketing strategies, why not give us a call at Clicks Geek at 917-310-1597? We’ve helped plenty of attorneys set up their marketing strategy to great success. Get in touch and find out what we can do for 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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