Practicing divorce law successfully requires a great deal of knowledge, precision, and research capabilities in order to provide the best experience for your clients. What many lawyers realize too late, however, is that business success also demands one more very important component: a divorce marketing plan for your services. While the power of word-of-mouth advertising is enduring no matter how much business practices evolve, the fact remains that a divorce attorney that wants a steady stream of prospective clients can’t rely on these mentions alone. They will need to create and follow a specific plan – this is a vital step in online marketing for attorneys.
Divorce Marketing Tactics: Determining Your Best “Case” Scenario
While it may be tempting to launch yourself headlong into Google ads for family law firm attorneys, or immediately dive into researching divorce law SEO for social media, the best place to start is actually within your own practice. Success is determined by the setting – and reaching – of goals, which means you’ll need to define yours clearly before beginning your marketing efforts. Ask yourself these three questions, and use your answers to inform your next steps:
- What are the benchmarks for my family law practice? Because you’re reading this blog, it’s a reasonably safe bet that no matter what your productivity and profit numbers currently reflect, you’re actively looking to improve them.
Pretend that you are a potential divorce client in your area and type a few searches in Google as if you were looking for a lawyer – “Divorce attorneys in [your town]”, “[City] child custody divorce lawyer,” or “Divorce lawyer [state]”. Click through the first few pages of search results. Does your firm show up? If so, make a note of where you rank – both the page number within the results and the position on that page.
Why this is important: Tracking your firm’s success against your search engine rank and online presence – average caseload/client roster, income per time period, average number of prospective client contacts per time period vs. internet search visibility, page rank on Google, Bing, Yahoo etc. – will help you identify which attorney marketing methods are generating the biggest impact for the lowest cost. It can also give insight as to which marketing strategies you need to implement ASAP to boost your web presence. If you’re considering internet marketing for your law firm, consider a specialized agency who can target your audience and develop a strategy customized to your practice’s individual needs and goals.
- How far am I willing to travel for work? While restrictions like state bar associations provide natural boundaries for a divorce attorney, it’s still helpful to figure out where the cost or difficulty of travel outweighs the benefits within your “home” state(s). A case 100 miles away, for example, can quickly become a losing scenario as you adjust to an unfamiliar court, judge, and commute, even within the same state.
Why this is important: Knowing how far you are – or are not – willing to travel to take a case will help you narrow down geo-targeted marketing efforts for your legal service. Focusing specifically on nearby, familiar town names in your online marketing strategy will ensure your next client is closer to being down the road, rather than across several counties.
- What does my ideal client look like? A solid divorce attorney needs to stay flexible and adaptable, but that doesn’t mean that you can’t push odds in your favor by proactively speaking to and attracting clients that you historically work well with.
Why this is important: A prospective divorce client that presents with a familiar problem, scenario, or need is one that will, by nature, take up less of your efforts. This doesn’t mean that they won’t still produce plenty of billable hours, of course! Allotting your budget dollars into attracting a specific type of client provides the biggest area of profitable opportunity, all while reducing time-sink variables that can crop up with more complex, difficult cases. Using targeted keywords and niche search terms in your marketing tactics can help attract the appropriate clientele to your law firm. While there are ample advertising opportunities using Facebook Business and Google Ads, optimizing your law office’s website can help target exactly the type of clients you’re looking for. Combining your immaculate website with law firm Facebook marketing is the key to a successful marketing strategy. To save valuable time and ensure your success, speak with a family law marketing agency to optimize your marketing & branding efforts.
In addition to answering these questions for yourself, take a look at the most successful divorce lawyers and law firms in your area. What do their websites look like, and how are they “rolling out the red carpet” for their potential prospects? Are they easy to find online? How are they capturing contact information from their would-be clientele? Chances are their digital existence has a few bells and whistles you can emulate in your own practice in order to drum up some of the same success.
Knowing the playing field in your niche of divorce law will also help you communicate with any marketing firms you partner with. When you can point to specific features that you like about your competitor’s approaches, it’s easier for your marketing team to emulate, ultimately building you a site or campaign that reflects your firm’s needs, vision, and legacy.
Building Law Firm Trust With Divorce Clients
The act of marketing to your target audience is twofold: you’ll need to entice them to visit some part of your digital existence, and ensure that they find something substantive when they arrive. Consider marketing and advertising a well-paved road that coaxes your prospects towards you: if that road ends in a dirt lot, they’ve just traveled a long way for nothing.
All marketing “roads” – whether they’re built via videos, direct mail, social ads, search engine ads, blogs, or other methods – are designed to lead to the same place: your firm’s website. That’s why it’s important to focus on solid website design, quality content and cohesive messaging before pouring a great deal of effort into your attorney marketing ideas. Your site should reflect your professionalism, the “tone” of your practice, and ideally, provide every visitor a chance to research your credentials and read a client testimonial or two. Working with a professional site designer as part of your marketing team will ensure your site is visually inviting and professional-looking: a crucial make-or-break point of client trust, even beyond your written content.
In terms of that written content, your firm’s website may, for example, want to address a few basic questions an average divorce client may have as part of your content marketing. Even if you don’t “give away the farm” with direct answers, simply addressing these questions on or near your landing page is extremely helpful for search engine optimization. Remember, incorporating these common questions into your family law website design will help attract the attention of search engine users looking for those answers. Even if those divorce question-searchers weren’t looking specifically for a local divorce lawyer, you can bet they’ll be more inclined to hire one that already has all the answers.
Staying In Touch With Tomorrow’s Family Law Clients
When your would-be client is thinking of hiring a lawyer, even if they’re at the very beginning of their divorce research, your firm should be squarely positioned in their field of view. That means making it as easy as possible to find, contact, and hire you. Consequently, it’s crucial to keep your messaging consistent, your website URL easy to remember and spell, and always incorporate a place to sign up for a newsletter, scan a QR code to register a phone number, leave contact information for a free consultation, or otherwise stay in touch with warm prospects. Something as simple as a potential client misplacing a lone, one-way business card could cost you thousands of dollars in missed opportunities. Therefore, be sure to keep all communication “two-way” by building user-friendly design and information capture features into all of your marketing efforts.
Making a follow-up plan for these gathered prospects is also essential – otherwise, marketing becomes a costly effort wasted. Determine the speed at which you’d like to make first contact, how soon after to follow up, and how many follow-ups you’ll work before moving on to the next prospect.
Establishing Authority With Divorce Marketing
Comparative advantage means that the most desirable results come from focusing on what you do best – practicing divorce law – rather than attempting to learn, execute, and examine marketing from scratch: that’s an entirely different field, after all! Delegate by working with a divorce attorney marketing firm that can make suggestions on how, when, and where your marketing dollars should be spent for your family law firm.
Support your marketing team with contributions that address your expertise:
- What methods did your current clients use to get in touch with you?
- What question(s) do you hear over and over from your clients?
- Do you have any testimonials your marketing team could highlight?
- Are any of your past clients willing to write and/or film testimonials for you to use?
This two-pronged approach will ensure that your digital presence and voice is not only trustworthy among divorce professionals, but genuine as well. These are important characteristics to divorcing couples already emotionally weary and stressed from the emotional components of a pending divorce. Reaching out beyond your divorce lawyer website – answering common divorce questions on a series of YouTube videos, for example – can also help introduce your firm’s expertise well before your clients ever see your site.
Overall, marketing for divorce attorneys should incorporate the characteristics that play well in a courtroom: building trust, providing clear and consistent messaging, and executing proper follow-through when answers are needed. Using marketing efforts like local SEO and geo-targeted messaging will also help you connect with a wealth of potential divorce clients in your own locale, simplifying growth for your firm and maximizing ROI on your marketing efforts.
1) “Marketing For Divorce Attorneys.” iLawyerMarketing (ilawyermarketing.com), (no published date), https://www.ilawyermarketing.com/internet-marketing-for-family-law-firms/. Accessed January 17, 2021.
2) “Divorce Lawyer Marketing Strategies For Client Acquisition.” Blue Corona (bluecorona.com), January 30, 2019, https://www.bluecorona.com/blog/divorce-lawyer-marketing-family-law/. Accessed January 17, 2021.
3) “How To Market To The Divorce Consumer.” Lawyer Marketing (lawyermarketing.com), February 24, 2015, https://www.lawyermarketing.com/blog/how-to-market-to-the-divorce-consumer/. Accessed January 17, 2021.
4) Wilson, Mark Esq. “How to Market Your Divorce Practice to Potential Clients.” FindLaw (blogs.findlaw.com), March 5, 2015, https://blogs.findlaw.com/strategist/2015/03/how-to-market-your-divorce-practice-to-potential-clients.html. Accessed January 17, 2021.