Techniques to Grow Your Practice and Master Digital Marketing for Family Law
In family law, connecting with people is super important, and these days, that means getting your name out there online. So when it comes to digital marketing for family law, the goal is to make it really easy for potential clients to find you when they’re searching the internet. To do this, your law firm needs a good-looking website, interesting online content, some well-placed ads, and an active presence on social media. Remember, it’s not just about attracting attention – it’s also about showing people you can solve their problems, so they’ll want to work with you. It might seem like a lot of work, but the right marketing agency can help you pull it all together.
In family law, outreach is key. It’s the fundamental thread running through every aspect of a committed family law firm’s duties — from working towards an amicable resolution with opposing counsel to connecting with new clients’ families and digging deep into their legal needs. More than any other branch of law, the quality of the client-counsel relationship dramatically impacts the outcome of any family law dispute.
What many family law attorneys don’t realize is that their client relationships begin once prospective clients see their first marketing media. We’ll cover the most important factors in digital marketing for family law firms, along with the reasons your best solution is to maintain the most professional image with a custom-curated turn-key marketing vehicle.
Where Family Law Clients Are Coming From
When someone’s closest people become a source of strife, who do they turn to? Chances are, it’s the internet and social media. People go online as a form of stress relief, and if they’re experiencing all of (1) family problems, (2) legal family problems, and (3) the stress that comes with it, it’s a given they’ll be more receptive to family law content.
Family law digital marketing is how family lawyers put their message directly where pre-qualified leads are already looking. Whether someone is seeking a divorce attorney, mediation or collaborative services, or a firm experienced in child custody disputes, their eyes will naturally gravitate to family law resources online (but only if it’s there).
Giving New Family Law Clients the Complete Picture
Nowadays, consumers expect more comprehensive digital resources. Unlike print or out of home (OOH) advertising, which presents only small glimpses of service, customers are less interested in mere pieces of the puzzle. They want immediate solutions, or if one’s not forthcoming, to know that one exists.
That’s why it’s very important to approach digital marketing for family law strategically, ensuring every element customers might want are readily available, no matter where in the customer journey they are. This means taking a full-spectrum approach, and maintaining an online presence that includes:
- A polished, user-friendly website
- Legal content (articles, blogs, videos, etc.)
- SEO across all searchable media
- Paid ads
- Active social media accounts
- A consistent history of positive reviews
It’s simply too much to do for all but the most dedicated in-house production team. The problem for attorneys, then, is trying to find a marketing partner who understands their field. In such a specialized industry — and all the more, a specialized subfield within that industry — you need a client well versed in both digital marketing and the legal field.
Effective Family Law Digital Marketing Techniques
Justia’s research on lead generation and digital legal marketing shows law firm websites absolutely dominated all other digital marketing tools, attracting 39% of leads in 2021. Google ads were a distant second, at about 17%. This includes both the standard Google Ads service and Google Local Service Ads — the latter being more than twice as effective as the former, showing a strong tendency for legal marketing audiences to act on local advertisements.
Those concerned with family matters will likely have a particularly high preference for local-first services, especially if children are involved. Together, highly localized ads and an inviting website will function like a beacon and refuge for those needing quality legal services after a distressing family shakeup.
A Balanced and Strategic Approach to Lead-Generation
When considering ads, be sure to balance it with the need for good SEO. The Justia data shows SEO services outmatched (standard) Google Ads as a lead-generating strategy, and for good reason.
Optimizing your website for better search engine ranking will last your firm much longer than paying for ads. The latter is effective but very time-limited, and it requires more consistent budgeting. Think of SEO, on the other hand, as a long-term investment to keep your family law firm at the head of the pack for organic search traffic.
Of course, SEO algorithms change, requiring some adjustments to web content over time; although it’s a far less temporary solution than relying on ad-driven interest, which goes as fast as it comes unless you keep fueling the fire. The best strategy is to work with a marketing agency that can find the exact right threshold, where ad spending achieves a consistent ROI, and not too much more.
You and your marketing partner can then accurately determine how much resources can be allocated to:
- Enhancing your website — preferably with continually updated informative content
- Refining your SEO, complete with artfully woven geolocation references
The result is an attractive website that ranks high in searches, drawing more eyes to your page. Add to the mix an ongoing advertising campaign, funded to the precise ROI sweet spot, and you’ll have a formidable three-part plan of attack for generating marketplace momentum.
Staying Connected
It’s likely family law clients will be more active on social media than other types of legal clients, given the role it’s taken in shaping family dynamics. You’ll want to capture as much market share as you can in the local legal market by actively participating in region-specific social media groups, especially of a legal nature.
Like funding ad campaigns, though, you’ll want to set reasonable expectations for social media. The 2021 Justia research cited earlier found social media fueled only 3.7% of leads, which is lower than (Google) ads. Still, it’s an easy, low-cost way to supplement the backbone of your lead-generation machine.
Getting it Done Quickly
The most important tip here for busy professionals is as it’s necessary to fulfill your marketing and lead-generation needs in the shortest time possible. Your current clients depend on you to stay focused, and the tasks described above require the focused efforts of a dedicated marketing partner (and we’ve just scratched the surface).
A central marketing partner will also reduce your need for complex vendor-relationship management, knowing it’s all handled by a single in-house team.
What To Look for in a Dedicated Family Law Digital Marketing Agency
When you’re ready to begin drumming up leads and scaling your business, you’ll want to ensure your preferred agency has a proven track record and an industry-specific knowledge base. You’ll be looking at a long-term partnership, so being certain of your choice going forward is essential.
Alerio: A Specialist in Digital Marketing for Family Law
Alerio is proud to specialize in digital marketing for family law, setting us apart from most marketing firms that begin from a core of marketing, then gradually spread their efforts out into different industries. Instead, we remain focused on the legal trade, knowing the specific needs and subtle nuances that make each type of legal service unique.
To learn more and request a quote, contact us, and tell our legal-marketing experts about your family law firm’s digital marketing challenges.
