Family Law Marketing Tips That Will Grow Your Practice

1. Make your website SEO friendly

The first step of your family law marketing strategy should be improving the SEO of your website. Since most people who need a family law attorney will try to find one via a search engine aka. Google, SEO is the crucial component in increasing your online exposure. 

Your potential clients search for a specific legal query all the time, so your site should be one of the first results to appear. When that happens, you’ll get a lot of subject-specific traffic to your website. Hence, you need to optimize your website for these keywords and use them in all of your web content. 

How can you do that?

One way is to use Google’s Keyword Planner to research the keywords that clients in your area use to find a particular legal niche. With this tool, you can also find related keywords, meaning you can match the keywords on your website with the ones that your audience tends to use.

In terms of family law marketing and SEO, your focus should be on answering your clients’ questions, as well as demonstrating your expertise and success. If all goes well, your website will rank higher on search engines, which means you’ll attract more clients.

2.Fire up your blog

New clients can also land on your website through your blog. Thus, you should use content marketing in combination with good SEO practices to make sure your law firm marketing effort is a success.

When you include specific keywords in your blog posts, it helps your website rank better on search engines. So in one swoop, you’ll improve your SEO and help more clients come in contact with you when they search for information about family law.

The big question is: which topics should you cover to get the best results in your family law marketing strategy?

Well, since you’re in family law, it’s only logical to highlight your niche by writing about topics your clients would be interested in. Think of your website as the platform that provides you with an opportunity to answer the questions of your potential clients.

For example, divorce is often messy and as a result, many people look for content that can clear up the confusion (especially when it comes to the division of assets). The same goes for topics regarding alimony and alimony payment.

If you manage to turn your blog into a high-quality knowledge base, don’t forget to keep your content up-to-date on the latest changes in family law. After all, your readers will appreciate that your content is reflecting the times.

3. Offer additional resources on your website

Family law marketing is all about standing out from the competition. One of the best ways to do it is to offer additional free gated content like guides or eBooks on your website.

Once your visitors engage with your content by downloading your eBook, for instance, you can ask them for their contact information. After that, you can nurture your new prospects while they’re considering their next step.

Bottom line is that offering these resources will help convert your visitors into new prospects because you will be providing relevant and insightful content in exchange for an email or other contact info. This brings us to:

4. Don’t forget about email marketing

Email marketing can be a strong addition to your family law marketing strategy if used properly. After all, if you’ve collected a bunch of emails with your gated content, why not use them?

Start by crafting an email list filled with all your current clients, referral sources, and prospects. Next, draft relevant emails that engage your readers. 

How, exactly?

Whether you’re sending out questionnaires or newsletters, you should follow good email marketing practices, such as:

1. Strong call-to-action (CTA)

2. Tailored and engaging content

3. Catchy subject line

4. Keeping it short

This is also a great opportunity to showcase not only your branding but also a little bit of personality. Emails can be a neat way for you to connect with your clients on a personal level. After all, they will trust you more if you’ve got an aura of a friend who is trying to help instead of a stern lawyer.

5. Leverage Google’s services

Because it’s the most popular search engine, using it to its maximum capacity will ensure that you reach new clients. 

For starters, create a Google My Business profile to get better local search visibility. Include all information about your business such as contact information and business hours. The goal is to ensure that potential clients have an easier time finding you when they search for an attorney in their area. 

You should also include Google My Business reviews on your website. Reviews do matter and can make your practice seem more reputable. So, make sure that you ask your current clients to leave a positive review on your profile ASAP.

Both of these are important steps in your family law marketing efforts, which you can take even further by using advertising. With Google, you also get multiple options regarding paid ads. Most notably:

1. Pay-Per-Click (PPC)

2. Google Local Service Ads

There is no right or wrong choice here as it depends purely on what you want to get out of the ad campaign. With Local Service Ads, you pay per lead and your ad will appear on the top of search pages. 

On the other hand, PPC advertising provides you with the option of generating ads that target a specific demographic or keywords. This means you can choose keywords that allow you to get clicks regarding different types of cases. 

At the moment, using Google Ads for family law marketing is affordable since family law isn’t as competitive as other practice areas (we’re looking at you, corporate lawyers). So feel free to advertise to your heart’s content (provided you don’t go over budget) until your family law marketing efforts start yielding results.

6. Try video marketing

As a way to make your family law marketing strategy more effective and educate, generate leads, and convert customers, video is arguably the best format you add to your media arsenal. 

Now, we’re not saying you should turn into a law influencer (although that ain’t a bad idea) - just that recording short videos where you address the common needs of your audience will go a long way in making you stand out from the rest of the pack. 

Adding video content to your website will capture the attention of your audience and help you convey your message effortlessly because that’s what video does. You can use this visual stimulation to emerge as a more professional and credible law firm, with the bonus of your audience most likely having an easier time remembering your brand.

7. Work on your social media presence

Social media is a must for every business today - law firms very much included. It’s an indispensable part of family law marketing as that is where your customers are at these days. You can use these platforms to show your knowledge, nurture relationships, and increase the relevance of your practice.

However, you need to know where exactly your audience is and what each platform is good for. 

For instance, if you want to be popular among the younger crowd and you plan on posting educational videos, TikTok or Instagram might be your best choices. At the same time, a strong LinkedIn presence is mandatory for backing up your qualification and experience.

Whatever the platform, social media presence will help you showcase your firm in the best light possible and keep you at the top of customers’ minds. You’ll gain more visibility and get a chance to build trust with potential clients. 

Bonus tip: draw attention to your niche

There might be several family law attorneys in your area who are offering a similar service and even doing a similar kind of family law marketing. To separate yourself and stand out, you should try playing up particular segments you’ve specialized in and have success with.

This doesn’t mean you’ll have to rebrand - just that you need to highlight how you can serve a particular demographic. For instance, some practices focus on working with people from a certain religious group or people from LGBTQ+ communities.

If you’re good with a certain demographic, you should advertise it on your website. Underline what type of cases you specialize in and why clients should choose you instead of your competitor.

Unleash your marketing creativity

If you’re consistent with the aforementioned activities, you’ll be able to reap the full benefits of result-focused family law marketing strategies.

That being said, not everyone has enough time to focus on improving their online presence. If that is the case for you, then you should outsource this task to professionals.

Here at Oamii, our main focus is helping law firms thrive by providing them with the best marketing service money can buy. We can optimize your family law marketing strategy and give you the best return on investment possible. 

If you’re ready to make your brand reach new heights, fill out our online contact form or call us at 561-228-4111 today.