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Family Lawyer Marketing Guide

November, 18 2022
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Jo Stephens
family lawyer

If you’re a family lawyer, you know that marketing your services can be tough. In this guide, we’ll provide you with some tips and advice about how to market yourself effectively – whether you’re just starting, or you’ve been in business for a while. 

So read on to learn more!

What makes family law marketing unique?

People going through family law issues are in a very tough time. When marketing to people under a lot of stress, it’s important to be sensitive to their needs. You should focus on providing helpful and informative content, rather than trying to hard sell your services. People will be more likely to trust you if they feel like you’re on their side.

How to Market 

The tips and advice in this guide may not work for everyone. Family law is a very complex field, every case is different, and what works for one firm may not work for another. If you’re thinking about family law marketing ideas, please consult with an expert like Law Firm Sites who can adapt these tips to your specific situation.

A good way to start is by studying the competition. See what tactics they’re using and how they’re performing. Then find a strategy that works for you and stick with it. Remember: results will take time, so be patient and keep at it.

With that said, here’s a general guideline that can help point you in the right direction with your marketing. 

Step One: Create a Google Business Profile

create a Google Business Profile

Before doing anything else, make sure your Google Business Profile is claimed and filled out. This is the best way to get local customers to find you – and it’s especially helpful to have a free listing while you’re still building or updating your website. 

Claim your business

To create a Google Business Profile, you first need to claim your business at Once you’ve claimed your business, you can then fill out your profile with information about your firm. 

Be sure to include a good description of your services, as well as photos and maybe even a few videos. You can also add contact information and hours of operation. 

Once your profile is complete, it will be visible on Google Maps and Google Search. 

Ask for reviews

One of the best ways to market your family law firm is by asking clients to offer reviews on your firm’s Google Business Profile. Positive reviews can help attract new clients, and they can also help build trust with current clients.

Local Map Pack

The Local Map Pack is a list of businesses with Google Business Profiles that appear on Google Maps. The businesses are listed in order of how close they are to the person searching. It can be an effective tool to find clients near you

Step Two: Build your brand and brand identity

create a brand identity

Your brand is what sets you apart from other companies, including your name, values, mission statement, and unique selling points. Brand identity refers to the set of perceptions that consumers have about a particular brand, which can include logos, colors, typography, and overall tone.

A strong brand identity can help a company stand out from its competitors, while a weak brand identity can lead to confusion among consumers.

Establishing a brand for your law firm can be a challenge, but there are a few things you can do to make it easier. 

Target Audience

First, you need to know who your target audience is and what you’re trying to achieve.


Next, create a strong logo and branding elements. The logo should be simple and memorable, and the branding elements should be consistent across all of your marketing materials. Remember, this is the public face of your business. Make sure you put out a good one.

Other Visual Elements

The typography, image style, colors, and graphics of a brand are all important elements that contribute to the overall identity of the brand. When creating a brand for your law firm, it’s important to choose fonts, images, and colors that reflect the tone and message you want to send to consumers.

Make sure that all of your marketing materials – from your website to your social media accounts to your print ads – reflect the same branding, voice, and tone. This will help create a unified brand identity for your law firm and make you more recognizable to potential clients. 

The voice should be friendly and helpful, while the tone should usually be professional but not too formal. Be sure to avoid using slang terms or too much humor, as this can confuse or turn off potential clients.

Keep in mind that you want your brand to be seen as trustworthy and reputable. If you can create a consistent voice and tone for your brand, you’ll be able to build trust with consumers and create a positive image for your law firm.

Finally, be patient and stay focused on your goals. It takes time to establish a strong brand, but if you keep at it, you’ll see results in the long run.

Step Three: Create a marketing plan

marketing plan for family lawyers

A marketing plan is a document that outlines the advertising and marketing efforts for the upcoming year. It describes business activities involved in achieving specific marketing objectives within a set time frame. It discusses a business’s current marketing position, target market, and the marketing mix it will use to achieve its goals. Even though it has a formal structure, a marketing plan can be used flexibly as either a formal or informal document.

A marketing plan is an essential document for any law firm looking to generate family law leads. It helps you set goals, stay on track, and detail all of the avenues of marketing you’ll be using over the year. A good marketing plan will help you define your target market and identify what strategies will be most effective in reaching them. It will also outline your current marketing position, including your strengths and weaknesses.

Most importantly, a marketing plan allows you to track your progress over time. This way, you can see how well your campaigns are performing and make necessary adjustments along the way.

Steps to a marketing plan

Before you begin putting resources – either human or capital – towards planning, you should have a marketing plan in place to guide your efforts. Here is how to create one in seven steps:

  1. Remember your mission and vision: It’s always a good idea to review your company’s values, vision, and mission statement before you start working on any marketing plans. This will help ensure that all the information in your marketing plan is aligned with these core principles.
  2. Conduct market research: The next step is to back up your marketing plan with extensive research. This can be done by delving into your current market situation, studying how others in your industry are faring, and most importantly, taking an introspective look at what your company does well and where it falls short.
  3. Identify your target customers and client personas: This should have already been identified as you built your brand in the previous step, but it’s always helpful to revisit so you can better tailor your marketing strategy. Of course, the ideal customer will be different for every company, but the aim stays constant: boosting consumer awareness.
  4. Set specific and measurable goals: In this section of the marketing plan, you will need to be clear about your goals for your family or divorce lawyer advertising or what you hope to accomplish with marketing. Outline your family law marketing and other objectives with specific metrics rather than vague statements. This way, you can track and measure your progress over time.
  5. Outline your marketing strategy: To ensure success, including the following key points in your marketing strategy: what actions to take, how to execute them, and which channels to use. This will help everyone on the team stay on the same page. You can provide these details stage by stage if that works better for you.
  6. Set your marketing budget: Ensure that your marketing expenses are itemized and detailed in your plan – this will be instrumental in preventing any overlooking of monetary aspects during execution and implementation. Marketing can be undeniably pricey, with a multitude of unanticipated costs, but the return on investment will be worth it if done properly.
  7. Write the executive summary: Though this is the last step, the executive summary is a brief overview of your company that goes at the beginning of your marketing plan and includes the key takeaways from the entire document.

Step Four: Build a website designed to convert


Build a website designed to convertA website will be huge for your family law advertising and marketing efforts, as it’s the hub of all the information about your firm. A website can also be a lead generator and handle part of the sales process. When building the website, there are several things to keep in mind:

Keep it Simple

When it comes to website design, simplicity is key. Too many bells and whistles can be distracting and make it difficult for potential clients to find the information they need. 

Instead, focus on creating a sleek and easy-to-navigate website that will draw in visitors. To make your website simple, stick to a minimalistic design. Use clean lines and basic fonts to create an uncluttered look. You should also limit the number of pages on your site to avoid overwhelming visitors.

Follow Your Brand Guidelines

When building your website, it’s important to use your brand guidelines. This will ensure that your website has a consistent look with all of your other marketing materials. By using your brand guidelines, you’ll create a unified and professional appearance that will help make a positive impression on potential clients.

Use Only High-Quality Photos

Use high-quality images of your firm to achieve an image of professionalism. While you can take the photos yourself, we always highly recommend hiring a professional photographer. 

Make it Fast

One of the most important aspects of any website is its page loading speed. If a website takes too long to load, visitors will likely leave before they have a chance to explore it further and Google will drop your ranking. This can be disastrous for any business, as it can lead to lost leads and sales. There are several things you can do to optimize your website for fast page loading:

  • Minimize the number of graphics and images on your pages.
  • Use compressed files, such as JPEGs, for your images.
  • Compress the size of your web pages.
  • Use a caching plugin to store static versions of your pages on the user’s computer.
  • Optimize your code for faster loading times.

Include a Call-to-Action

One of the most important elements is the call to action. This is the part of the page where you ask visitors to take a specific action, such as contacting your firm or downloading a brochure. If you don’t include a call to action, visitors may not know what you want them to do and they may not take any action at all.

Make it Mobile-Friendly

More and more people are using their smartphones and tablets to access the internet, so it’s essential to make sure your website is optimized for mobile devices. If your website isn’t mobile-friendly, visitors will have a difficult time viewing it and may leave without taking any action. Ensure that your website looks great on any device and that visitors will be able to easily navigate it.

Step Five: Optimize your website for search engines

Search Engine Results Page

If people can’t find your website, they will have trouble finding you at all. Optimizing your website helps search engines find your website and start ranking it for relevant keywords.

There are several basic steps you can take to optimize your website for search engines:

  1. Research the right keywords

When you’re planning your website, it’s important to research the right keywords to target. This will help you focus your content and make it easier for people to find your website. You can use a variety of tools to help you find the right keywords, such as Google’s Keyword Planner or the Moz Keyword Explorer.

2. Optimize your website content

Once you’ve selected your target keywords, it’s important to optimize your website content for those keywords. This means including them throughout your website, but especially in the title tags, meta descriptions, and headings.

3. Increase website traffic

To improve your ranking on search engines, you need to increase the amount of traffic to your website. One way to do this is by publishing high-quality content that will interest people and get them to visit your website. You can also promote your website through social media and other online channels.

4. Use backlinks

One of the most important factors that search engines consider when ranking websites is the number of backlinks they have from other websites. There are a variety of ways you can do this, such as submitting articles to article directories, guest blogging, and social media marketing.

5. Make sure your website is crawlable and indexable

A website is crawlable when search engines can find it and read it. When that search engine can analyze a page and add it to its index of web pages on that topic, it is indexable.

6. Monitor your results

It’s important to monitor your results so you can see how well your SEO efforts are working and make adjustments as needed. You can use various tools and analytics programs to track your website traffic and rankings on search engines.

Step Six: Create Content (and market the content)!

create and market content

No SEO strategy is complete without producing consistent content. Here are some ways to create content that brings traffic to your website. 


Blogging is an important part of divorce and family lawyer marketing. By publishing blog posts on your website, you can attract new visitors and keep them coming back. You can also use blog posts to rank higher on search engines, which will help you get more traffic to your website.

To get the most out of your blog posts, it’s important to market them well. This means promoting them through social media and other online channels. You can also distribute them to other websites and publications.


Adding videos to your website can be a great way to attract attention and engage your visitors. They can also help you rank higher on search engines as they will bring more traffic to your website.

There are a few things to keep in mind when publishing videos on your website:

  1. Make sure the video is high quality and relevant to your audience.
  2. Write a good headline and description for the video.
  3. Promote the video through social media and other online channels.
  4. Add the video to your website’s home page and blog posts.
  5. Monitor your results and make adjustments as needed.

Guide to family law

When it comes to family law advertising and marketing, there is a lot of information to cover. Creating a comprehensive guide to family law can help people understand the basics of the law and how it applies to them. 

When you publish your guide to family law on your website, both for people to read online or download as a PDF, it will drive additional traffic. You can also promote it through social media and other online channels.

The goal of your guide is to provide people with information that will help them make informed decisions about their family law issues. Consider covering the following topics:

  • The basics of family law
  • Divorce
  • Child custody
  • Child support
  • Spousal support
  • Property division
  • Estate planning

Email newsletter

A family law email marketing newsletter can be a great way to keep current and potential clients updated on family law news and developments. It can also be a great way to promote your services and build relationships with potential clients.

When creating your family law email marketing newsletter, it’s important to make sure the content is relevant and interesting to your audience. You can include links to the articles, blog posts, news updates, and other types of content you are already publishing.

Be social and share

When you produce high-quality content, people will want to read it and share it with others. Publishing blog posts, videos, guides, and other content regularly will help you build a readership and increase your website traffic.

Step Seven: Create your “Online Business Card”

Online Business Card

An “Online Business Card” might not be what you think, and it’s different than a virtual business card you might already have. 

When we refer to an “online business card,” we’re talking about all of the top 10 search results for your brand keywords or other targeted keywords. If there are any directories listed, try to get on them. 

For example, search for your firm’s name and see what directories or other websites appear on the first page of Google results. Try to get listed on as many results as possible. 

Then, do the same thing for target keywords, such as “family attorney in Miami” or “Houston divorce lawyer.” Contact each directory on the first page and ask to have your firm’s name and contact information included.

This is also an opportunity for you to analyze the search results page. What types of content appear on the page? Are there ads? Videos? Images? People Also Asked? This will help determine the types of content you need to be producing to find success with that keyword. 

Step Eight: Create Social Media Pages and Post Consistently

family lawyer social media

One of the best ways to connect with potential clients is through social media. However, posting content on social media without a plan is not likely to be very effective. Using your marketing plan, determine on which social networks your potential clients are most likely to be found.

When creating content for social media, it’s important to consider who your target audience is and what they would be interested in. You can also use social media to share articles, blog posts, videos, and other types of content that you have published on your website. If you can produce high-quality content, people will want to read it and share it with others. The goal is to connect with potential clients and build relationships that will eventually lead to them becoming clients.

Now that you have a content plan, it’s important to post regularly. It can be helpful to create a content calendar so that your readers will know when to expect new content and to ensure that you are regularly producing fresh pieces. For example, LinkedIn posts may be published on Monday mornings, and new podcast episodes come out on Thursday afternoons. You can use scheduling programs like Hootsuite to make sure you don’t miss your post deadlines.

And remember that social media is just that: social. This isn’t a one-way street where you produce content and they consume it. Be sure to engage with commentators, “like” related posts, and use all the tools each platform provides to create a community and ensure each potential client feels like they have been heard.

Step Nine: Paid Marketing

paid marketing

After you create all this excellent content, you want to make sure it reaches the right sets of eyeballs–just because you write it doesn’t mean they’ll read it. Fortunately, there are a few methods of paid marketing that might be helpful. Each has its benefits, which may include targeting hyper-specific groups of individuals.


PPC, or pay-per-click, advertising is a type of online advertising that allows you to target potential clients by location, demographics, interests, and other factors. You can use PPC advertising to promote your law firm’s website, blog posts, videos, and other types of content. You can also use PPC ads to target potential clients who are looking for a lawyer in their area.

One of the benefits of PPC for divorce and family lawyer advertising is that you can control your budget. You can set a daily budget, and stop the campaign at any time. When creating a PPC ad campaign, it’s important to determine your target audience and what you want them to do. Your goal should be to get them to visit your website or contact you for more information.

Local service ads

Local service ads are a form of online advertising that allows you to target potential clients by location. You can use local service ads to promote your law firm’s website, blog posts, videos, and other types of content. You can also use local service ads to target potential clients who are looking for a lawyer in their area.

Print Ads

Billboards and print ads can be a great way to reach potential clients in your local area with your creative family law marketing ideas. When creating a billboard or print ad, it’s important to determine your target audience and what you want them to do. Your goal should be to get them to visit your website or contact you for more information. It’s also important to create relevant and interesting ads that will stand out from the competition.

Podcast sponsorships

Sponsoring a podcast is a great way to reach potential clients who are interested in your services. When choosing a podcast to sponsor, be sure to consider the audience of the show and the topics that are covered. You want to make sure that the podcast’s listeners are likely to be interested in your services and that the podcast is likely to produce family law leads.

Find a show that is well-produced and has high-quality content. The last thing you want is for your sponsorship to reflect poorly on your law firm. Be sure to contact the hosts of the show before sponsoring it, so that they can include information about your sponsorship on their website and in their show notes.

Video ads

Similar to sponsoring a podcast, you can also run a video ad on a platform like YouTube. You can also target your ads to make sure you are reaching the right demographics.

Step Ten: Community Involvement

Get involved in your community

Community involvement is a great way to market your law firm and build relationships with potential clients. There are several ways you can get involved in your community, and each has its benefits.

Sponsoring or participating in local events is a great way to get involved in your community. You can sponsor an event or participate as a volunteer. This is a great way to meet potential clients and build relationships with them. 

You can also get involved in your local community by supporting local charities. While you are giving back to the community and showing your commitment to helping others, you are doing informal divorce lawyer marketing by meeting potential clients who may be interested in your services at the same time.

Also, try getting involved in your community by becoming a member of local organizations or clubs. You will end up with a few new friends at worst, and some great new clients at best. It may not be traditional marketing for divorce lawyers, but it can be effective.

Family law marketing: well worth the investment

There is a great deal that goes into family law marketing, but the return on the investment will almost certainly make it worth your while. If you’re interested in family law marketing give Law Firm Sites a call today. Law Firm Sites can help you create a successful marketing campaign that will reach potential clients in your local area.

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