Family Law
Digital Marketing

Digital Marketing Strategies For Family Law Firms

LAW FIRM WEBSITE DESIGN
Build Your Firm’s Online Presence!

Your website is at the center of your law firm’s digital marketing efforts. We create beautiful websites that are designed to reflect your brand and convert visitors into new cases.

Array Digital helps attorneys and law firms that are serious about aggressive growth with bold marketing.

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How To Grow Your Family Law Firms Online Presence

Family law firms help clients navigate a variety of issues, including:

  • Divorce
  • Child custody
  • Adoptions
  • Parental rights
  • Domestic violence

Families who face these problems rely on legal experts like you to help them understand complicated statutes and legal processes. As a family lawyer, it’s your job to make sure your clients receive sound advice and support on a myriad of complex issues. Therefore, it’s no surprise that you don’t have the time to learn the ins and outs of digital marketing. 

However, that doesn’t mean you should ignore the importance of digital marketing services. Without creating and improving a digital marketing strategy that attracts new clients to your law firm website, you’ll drop in rankings and lose potential clients for your services. Even if you excel as a divorce lawyer, a poor online presence will have a negative impact on your success.

Array Law’s digital marketing experts know how to generate leads for family law firms like yours. Contact us to learn how we can assist with your marketing efforts. 


Demonstrating a law firm website our team built, fully optimized for conversions

SEO Best Practices for Family Lawyer Marketing

Attracting clients in the highly-competitive legal industry means your law firm needs to do everything it can to stay ahead of the competition. As a family law attorney, your expertise is in helping clients with legal issues, not in search engine optimization (SEO). While it may be possible to land clients without SEO, an online marketing strategy does give you an important edge. Take into consideration that 34,000 searches occur on Google per second. On top of that, 75% of searchers don’t look past the first page of Google. It’s easy to see why ranking on the first page is vital to getting the most clients to your law office. 

Array Law specializes in SEO to help prospective clients find you when they’re searching for family law services on Google. By implementing an SEO strategy, you can change the way your business ranks in results pages and how new clients find your family law attorney business.


PageSpeed insights demonstrating a fast loading lawyer website that meets Google's core web vitals

Boost Local SEO With Google My Business

As a lawyer, it’s important to attract clients from your local community. How can you help your business be found in local SEO searches and reach your target audience? First, it’s important to realize many users are searching geo-specific terms, such as “family lawyer in San Francisco” rather than “lawyer” by itself. One way to make sure your practice shows up first in local searches is by optimizing your Google My Business profile. Your Google profile should include accurate and up-to-date details about your law office, including:

  • Address
  • Phone number
  • Category
  • Hours

While Google may be the most prominent, you may also want to build out your presence on other platforms such as Bing Places and Yelp so that you are catching as many potential clients as possible.

You should also take a proactive approach to managing the reviews on your business profiles. Responding to reviews shows searchers that you care about your clients. Positive reviews may also increase your visibility on search engines. Racking up positive reviews and consistently replying to them will set your law office apart as one with a trustworthy and caring reputation.

Typing a content marketing strategy

Social Proofing With Testimonials and Referrals

Word-of-mouth remains a powerful tool for generating leads, but a good review doesn’t need to sit on its own. Highlighting happy testimonials on your website adds an element of social proofing to your marketing strategy, which increases confidence in your potential clients. Adding reviews to your website and encouraging online referrals from happy clients will also improve your ranking in the Google algorithm, building authority in your family law firm’s marketing efforts. 

PageSpeed insights demonstrating a fast loading lawyer website that meets Google's core web vitals

Technical SEO

The nuts and bolts of your website are crucial to your search engine rankings. If your website doesn’t load quickly or have a friendly user interface, then your content and backlinks will do little for your SEO goals. A website with technical SEO should include the following components:

  • Mobile optimization for users on smartphones and tablets
  • No error pages or broken links
  • Fast load time
  • Sitemap optimization so search engines can index your website
  • Secure and updated SSL encryption
  • Easy navigation (user experience)

Technical SEO is usually the most complicated aspect of an SEO strategy. In order to make sure you have a technically-sound site, you may need a marketing agency that is well-versed in website development and management. 

With technical SEO, web maintenance is just as important, if not more important, than the initial setup. This involves working with a domain registrar, web host, and content management system (CMS). Consistent checkups are necessary to ensure your website’s software and add-ons are updated. If there are errors or bugs, you must make changes to the website to keep it up and running.

If you want to optimize your lawyer website, you may want to rely on a web developer to handle these complex aspects of your site.

Build A Content Marketing Strategy for Your Family Law Firm

Another crucial pillar of an SEO strategy is blogging, because content is king. Frequent, informational blog posts with SEO keywords will add opportunities to rank high for keywords and improve your search engine results for organic search. Blog posts may also be accompanied by videos, infographics, downloadable guides, and other pieces of content to keep your client-base engaged. 

You can also incorporate link building into your blog strategy to improve your website’s authority on the internet.  Search engines detect links within content and use them to “crawl” web pages through your sitemap. Once the search engines crawl a web page, they add these pages to their indexes. Content with more links receives better rankings. Think of each link as a vote of confidence about your webpage’s authority. A link building strategy involves adding a mixture of external and internal links within your content. It also involves making your website link-worthy, so that other websites will link back to your website – known as back-linking.

A smart content marketing strategy will also tie your blog into other lead generation opportunities, such as a newsletter and social media campaign.

An image of a website our development team that seamlessly integrates the Law Firms branding throughout

Reach Out to New Clients Through Social Media Marketing

Building a brand around your services will help you stand out from other law firms in your area. A social media presence is a perfect opportunity to build your brand and connect with your audience. A 2020 report shows that there are 3.8 billion social media users. Additionally, a social media following translates directly to trust and lead generation, with 80% of consumers saying they are likely to consider solutions from the brands they follow on social media platforms. If you give potential clients a reason to follow you and meaningful content to engage with, they will consider your services when they have family law needs.

If the only thing prospective clients know about your law office is the name of the practice, it may be difficult to build relationships in your community. Clients don’t know the difference between your firm’s name and a personal injury law firm or criminal defense lawyer. That’s why online marketing through social media is so important. Showcasing your staff and posting helpful insights on platforms like Instagram and Facebook will help users connect directly with the unique services your law office provides. These social media channels help you directly communicate with potential clients, answer FAQs, and promote positive online reviews and testimonials.

Not sure what type of content to post for the highest engagement? Social media platforms have built-in analytic tools to help you measure your metrics and find areas for improvement.


A demonstration of our SEO optimization dashboard used to track law firm marketing strategies

Optimize Your Landing Pages to Increase Conversions

Your website design is another area where you can promote your family law practice. Along with strong SEO, your web pages should include professional design and structural elements for a smooth user experience. Think of landing pages as the gateways to your specialized content offers and forms. Generally, they also serve as the first pages that your new potential clients will see. The best landing pages combine informative content with a user-friendly web design.

For example, one landing page for a family law firm may be titled “Get a Divorce Lawyer Consultation.” This landing page could have content structured in a “Pain-Agitation-Solution” format. In this instance, the page would lay out the problem (e.g. marital issues), what will get worse if the problem goes unsolved (e.g. resentment, increased risk of violence), and how you will solve the problem (e.g. simplifying the marriage dissolution process with the expertise of a divorce lawyer expert). Finally, the solution could lead to a call-to-action (CTA), which may be a brightly-colored button that says “Contact Us for a Free Consultation.”

Your marketing plan should include a process that brings prospective clients in from online sources and directs them to a landing page that will help convert the lead to a customer. For example, a pay-per-click (PPC) ad about divorce lawyers in your area may direct the follower to your landing page for more details. 


Use PPC Advertising to Recruit Potential Clients

If you want to stand out above the rest, your internet marketing can’t just rely on a content marketing strategy and local SEO. Your legal marketing strategy should also include PPC advertising to attract your clients through a multi-point marketing campaign. A highly optimized PPC campaign can help your family law marketing by getting your brand and message directly in front of the clients who are actively searching for your practice areas.

A demonstration of our SEO optimization dashboard used to track law firm marketing strategies

SEO vs. PPC for Family Law Firms

In order to understand how PPC marketing works, it helps to compare it to SEO. With SEO, you are attempting to earn organic visits. On the other hand, PPC is essentially a way to buy visits to your website. PPC ads show up at the top of search engine results pages regardless of your organic SEO. PPC ads can help fill the gaps if your organic SEO isn’t performing well.

Create PPC Campaigns With High Quality Keywords, Landing Page, and Copywriting

When creating a PPC ad, your focus should be the quality of the keywords, landing page, and copy. Targeting keywords in your practice areas like “divorce attorney” or “child support” or even broader terms like “legal services” can help your Google ads be found by the clients who want to find your services when they are searching. Google favors PPC ads that are uniquely written and lead to high-converting landing pages.

How Search Engine PPC Campaigns Work

PPC campaigns allow advertisers to bid for ad placements in a search engine’s sponsored section. These ad placements show up when someone searches a keyword related to the advertiser’s business. For example, if you bid on the keyword “family law attorney in San Diego,” your ad might be at the top of the Google search results page for this keyword.

When a searcher clicks your ad, the link sends them to your website. You then have to pay the search engine a small fee for each click. In the right PPC climate, the fee is minimal because the visit is worth more. For example, if you pay $2 for a click but the visit results in a $200 sale, then you make a sizable profit.

If you don’t have the time to commit to PPC advertising, you can also try finding a marketing agency or hire marketing experts from Array Law who can help you improve your marketing strategy and create opportunities to bring in new clients.

Contact Array Law for Family Law Digital Marketing Services

You shouldn’t have to worry about creating and maintaining your own marketing strategy. Managing websites, blogs, social media profiles, and PPC ads requires time and expertise. Here at Array Law, we specialize in marketing for lawyers so you can focus on doing important work for your clients. Request a free consultation by calling 757-333-3021 or complete our contact form to speak with an experienced family law digital marketing professional at Array Law.

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Website Design, Search Engine Optimization (SEO), Online Advertising, Social Media & Digital Marketing.

© 2021 Array Digital LLC

Website Design, Online Advertising, SEO, Social Media & Digital Marketing.
© 2021 Array Digital LLC