Family Law Marketing is a critical aspect of any law firm’s digital marketing strategy. It requires unique digital marketing techniques and cost-effective outreach methods that resonate with a particular client base.
A family law firm can generate leads online by creating social media accounts and posting relevant content. It can also invite satisfied clients to leave reviews online.
Table of Contents
Website
A well-designed website is a critical marketing tool for family law practices. Many prospective clients will browse attorneys’ websites before calling or booking a consultation. The website should be able to showcase the firm’s experience, attorneys’ qualifications, and the services offered. The website should also offer a clear call to action that encourages potential clients to take the next step.
Having a blog is an excellent way to generate traffic and build relationships with prospective clients. This content can be educational and can help clients understand what to expect during a divorce or custody case. The blog should also include testimonials from former clients. It is a good idea to update your “evergreen” pages from time to time so that they continue to rank highly in search engine results.
A blog can also be an effective tool for building your email list. You can offer gated content, such as a cheat sheet or short guide to a particular aspect of family law, in exchange for your prospects’ email addresses. You can also segment your audience so that you can send them relevant information based on their specific pain point or interest (e.g., individuals who are seeking to adopt should receive different content from those looking to divorce).
Lastly, be sure to respond to any negative reviews that you may receive online. This will show that you are willing to be transparent and honest with your clients, which is a huge factor in building trust.
Social media
In a field as emotionally charged as family law, it’s important to be empathetic in your messaging. Using social media marketing is one way to do that. It’s also a great way to establish trust with potential clients. Clients are often looking for an ally as well as a lawyer, so it’s critical to have a strategy that connects with them on a personal level.
Social media marketing for family lawyers involves creating a business page, running Facebook and Instagram ads, and using email list building tools like Mailchimp and Constant Contact to keep in touch with potential clients. Social media also provides an opportunity to showcase your firm’s expertise through informative blog posts and articles that address common questions about divorce, custody disputes, and other sensitive family law issues.
In addition to social media, online family law marketing can include search engine optimization (SEO), pay-per-click (PPC) advertising, and retargeting ads that show up on websites and apps that are part of the Google Display Network. These ads are designed to attract prospective clients and drive a higher client conversion for your firm. They can be a great supplement to your organic efforts, and they allow you to target specific demographics. In the case of family lawyers, this includes women seeking legal assistance with matters involving domestic violence and other forms of abuse.
Direct mail
Using Direct Mail is an excellent way to reach an audience that is often difficult to connect with online. It can be a cost-effective option for family law firms and can be used to target potential clients who fit a specific demographic profile. The mailers can be personalized to increase the likelihood of a client responding to your message and making an appointment. The physical attributes of a mailer can also help it stand out in the recipient’s mailbox.
Creating a Strong Brand Presence
Prospective family law clients want assurance that their attorney will be by their side every step of the way, offering support and guidance. To convey this empathy, a firm must establish a robust digital presence with a variety of content marketing tactics, including relevant blog posts, empathetic videos, and client testimonials.
Another effective digital marketing strategy is pay per click advertising, which allows you to bid on keywords that match the search terms of prospective clients. This will help your firm appear at the top of search engine results pages (SERPs) and drive targeted traffic to your website.
A well-rounded digital marketing campaign for family law firms should include social media and email marketing. It is important to create a business page on Facebook and set up paid ads to promote your services. You can also use Google Local Service Ads, which are a great way to target people who need legal assistance in your area.
Email marketing
While marketing strategies for any legal firm require a certain level of creativity and effort, family law firms may have unique requirements. People seeking a family lawyer are often in sensitive and vulnerable situations and may be looking for assurance that their privacy will be protected. They also want to know that the attorney they choose has a deep understanding of the complexities involved in the process. A strong website, empathetic blog posts, and client testimonial videos can help establish this trust.
Paid advertising, such as Google Local Service Ads and Facebook and Instagram ads, can be a cost-effective way for family law firms to reach potential clients. These ads appear at the top of search engine results pages (SERPs) when people are searching for a specific type of business or service. Using paid ads can also increase the visibility of a website and attract more visitors, as it targets specific keywords and is based on a pay-per-click (PPC) model.
Using email automations, family law marketers can nurture leads through personalized communication and targeted messaging. By dividing an email list into groups, marketers can send different messages to each group to keep them engaged and educated while building trust throughout the buyer journey. In addition, retargeting campaigns can help nurture leads and convert them into paying clients.