Family Law Marketing

Transform Your Family Law Practice With Performance Marketing

Don’t let your family law practice get lost in advertising jargon and generic content. Valve+Meter Performance Marketing helps your family law firm thrive in your marketplace with a combination of client-focused content and data-driven strategies.

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Legal Services Marketing

What Is Unique About A Family Law Marketing Strategy?

Family lawyers handle cases fraught with emotion. When guiding clients through issues of divorce, child custody, and adoption, attorneys must balance expertise with empathy and compassion.

Marketing for family law is unlike other legal practices. While legal advertising for criminal and personal injury lawyers often uses brash and dynamic language to capture the attention of prospective clients, your family law marketing must be sensitive to the life-altering decisions your target audience faces.

While maintaining a tactful approach is paramount, modernizing your marketing strategies with data-driven performance marketing can make a significant difference in your practice’s success. At Valve+Meter Performance Marketing, our legal marketing strategies are tailored to your specific needs and goals.

When you approach Valve+Meter, you quickly discover a team of creative strategists who understand how to utilize data and math to take your practice to the next level.

Family Law Industry 58K
There are 58,087 family law firms in the United States. (Ibis World)
Family Lawyer Near Me 18K
The term “family lawyer near me” is searched over 18,000 times each month.
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Six Rules For Family Law Marketing

Building The Foundation of Your Law Firm’s Success

To reach more family law firm clients, your marketing strategy must include a deliberate core of brand messaging powered by research and data analysis.

From your family law firm website and across all marketing activities, consider these six simple rules as the bedrock of your brand:

1. Client-Focused Brand Messaging

Family law cases often involve highly emotional situations, where clients grapple with major changes and difficult decisions.

Content marketing must be sympathetic, compassionate, and informative. Every word, image, and video should place the health and well-being of prospective clients at the central focus of family law attorneys.

Prospective clients experiencing emotional turmoil search for a family law firm that understands their experience.
Performance marketing crafts messages that resonate with these specific emotions, offering reassurance and understanding during challenging times.

Experienced content marketers study the terms family law clients use when searching for a law firm. Designers master the role empathy plays in consumer behavior and ensure your website design, advertising, and landing pages connect your brand with your target audience.

2. Personalized Content and Targeting

Every family law firm is unique, and your marketing should reflect both who you are and the clients you serve. Family law clients are not simply hiring a law firm, they respond to personalized content.

Marketing that utilizes personalization can pay exceptional dividends-lowering acquisition costs by up to 50% (McKinsey).

Data-driven marketing allows you to create personalized content and target specific demographics based on your ideal family law clients. By deeply understanding your target audience, you can deliver content that speaks directly to their concerns, increasing the likelihood of engagement.

Trust 1/3
35% of people hired a lawyer because they felt they could trust them.
Search Engines 96%
More than 96% of people use a search engine to seek legal assistance.

3. Thought Leadership and Educational Content

Unlike some legal services, prospective clients may spend weeks or months researching family lawyers before contacting a firm.

Clients place higher importance on trusting and liking their lawyer than on the cost of legal services (Statista). The best family law firm website delivers visitors guidance and a wealth of information about their legal options.

Your marketing strategy can include thought leadership content, such as blogs, webinars, and videos, that educate your audience about various family law topics. Data analytics can help identify the most pressing issues your potential clients face, allowing you to address their concerns proactively.

4. Reputation Management and Client Testimonials

The reputation of a family law lawyer is vital to success. Online reviews and client testimonials play influence potential clients’ decisions.

When you consider that 62% of legal searches are non-branded and that 96% of people seeking legal advice use a search engine, family lawyers must cultivate a strong online reputation.

Data-driven marketing can help you monitor your online reputation and strategically gather positive feedback from satisfied clients. Highlighting positive client experiences across your website, landing pages, and other law firm marketing is a powerful tool for building trust.

SEO 49%
Nearly half of all businesses say organic search delivers the highest quality leads. (Backlinko)
Google 9/10
Google holds 92% of all search engine queries worldwide. (WordStream)

5. Performance Measurement

In a highly competitive marketplace, family lawyers greatly benefit from performance marketing.

Unlike traditional marketing, which typically creates a marketing budget based on a percent of total revenue, data-driven marketing provides clear metrics to evaluate the effectiveness of your marketing activities.

Performance marketing tracks the source of leads, monitors consumer behavior, and, most importantly, tracks the return on marketing spend (ROMS). By tracking the performance of your marketing efforts, legal professionals can collaborate with marketers to assess which strategies are working best and make informed decisions to optimize your budget and resources.

As a leading family law marketing agency, Valve+Meter delivers a comprehensive data analysis to determine which marketing tactics yield the best results and what programs need to be adjusted or stopped.

This sustainable marketing strategy transforms how family law attorneys build brand awareness and grow revenue.

6. Adaptable and Agile Strategies

Finally, family law marketing should be adaptable. Digital marketing is constantly evolving across search engines, social media platforms, and other family law advertising.

Performance marketing is agile and flexible enough to reach prospective clients now and well into the future. Data-driven marketing allows for real-time insights, clear reporting, and recommendations on the latest technologies and tools to ensure that you remain aligned with market dynamics and your clients’ needs.

Partnering With Our Family Law Marketing Agency

Valve+Meter offers law firms access to every tool necessary from web design, Pay-per-click, Google Local Services Ads, search engine optimization, social media, email, creative, and traditional marketing.

By partnering with our team, family law firms build a stronger brand and also enhance your reach and impact. If you’re ready to elevate your family law practice and continue serving your clients with the compassion and expertise they deserve, consider embracing data-driven marketing solutions.

Brand Awareness 80%
Digital advertising can boost brand awareness by 80%.
Poor Design 94%
94% of website users mistrust a website with poor design elements. (Search Engine Journal)
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Elements Of Effective Family Law Marketing

How Can Family Lawyers Grow Their Practice Using Performance Marketing?

Each family law attorney needs a personalized marketing strategy to meet the distinct needs of your firm.

At Valve+Meter, our suite of services enhances the visibility of your family law practice and enriches the experience of your potential clients. Our holistic approach focuses on the entire journey of a client from initial contact through contacting you for legal services.

Our marketing efforts include:

Website Design and Development

Centering clients’ needs at the center of your website, our team showcases your expertise and core values.

SEO and Local SEO

Rank prominently in search engine results for relevant terms your target audience uses for your family law firm.

PPC (Pay-Per-Click)

Targeted PPC campaigns capture the attention of potential clients actively seeking family law services in Google and Bing.

Google Local Services Ads

Leverage Google’s trusted platform to help your family law lawyers gain visibility within local search results and maps.

Social Media

Engage prospective and existing clients where they spend time. Build trust and brand awareness, while also promoting client interactions.

Email Marketing

Nurture client relationships, share valuable legal insights, and drive engagement with your firm with robust campaigns.

Creative Services

Creatives develop compelling visuals, graphic design, and marketing collateral to establish a strong and recognizable family law brand.

Content Marketing

Position your firm as a trusted resource with informative and empathetic content, such as blog posts, videos, and legal guides.

Math Before Marketing

Building Custom Strategies for Smarter Results

Family law marketing begins with curiosity and gains traction with research and planning.

Before spending any marketing dollars, a family law attorney should consider: What outcome do you envision?

The right marketing strategy focuses on marketing through the gap from your current situation to your goal.

At Valve+Meter, our Math Before Marketing philosophy builds according to your current situation, competitive market, and target audience.

Following key research, planning, data analysis, and testing elements, we build dynamic and results-oriented strategies tailored specifically to your law firm.

Our Math Before Marketing approach ensures that every marketing dollar spent is optimized, and your firm’s online presence is continuously refined to connect with the right clients and deliver the results you seek.

Visual Appeal 50 ms
It take just 50 milliseconds for people to form an opinion about your website.
Mobile 85%
85% of adults believe a company’s mobile website should match or surpass its desktop version. (Visually)

Building Your Strategy

A Complete Breakdown Of Law Firm Marketing Plans

Imagine transforming your online presence into a dynamic, client-attracting platform.

Launching a family law firm website or developing a social media profile is only a first step. Incorporating the six steps detailed above, your practice can craft a digital identity that resonates with the families who need your expertise.

Let’s examine how to apply these elements of digital marketing to place you atop Google searches, engage website visitors with the right messaging, and help earn more new clients.

We’ll delve into how each aspect works, why each is important, and how to effectively implement these strategies.

Website Design and Development

Your website is the first impression prospective clients have of your practice. A well-designed and user-friendly website provides a seamless user experience, making it easy for visitors to find information, contact you, and trust in your expertise.
Specific features of website design and development for family law firm marketing:

  • Mobile Responsiveness: All websites should be fully functional on smartphones and tablets, especially given the sensitive nature of many family law matters.
  • User-Friendly Navigation: Creating an intuitive menu structure and clear call-to-action buttons helps visitors find the appropriate practice area.
  • Clear Branding: Showcasing the firm’s logo, branding colors, and tagline consistently throughout the website to establish a strong brand identity.
  • Engaging Content: Providing informative and empathetic content across your home page and other services establishes trust.
  • Compelling Visuals: Adding professional imagery and graphics resonates with prospective and past clients.
  • Contact Forms: Implementing easy-to-use contact forms on various pages to encourage inquiries and capture potential client information.
  • Testimonials: Featuring existing client testimonials and success stories builds credibility and trust.
  • Security Measures: Implementing robust security measures, including SSL certificates and data protection, to safeguard client information.
  • Loading Speed: Web developers should improve search engine performance and user experience by optimizing for fast loading times.
  • Analytics Integration: Effective websites use analytics tools to monitor traffic, user behavior, and conversion rates, allowing for informed improvements.
Law Firm Web Design

SEO and Local SEO

Search Engine Optimization (SEO) studies how to improve your ranking in search engine results pages (SERPs).

Local SEO, in particular, helps family lawyers rank in the searches in your local area.

Search engines are constantly evolving and optimizing the relevance, prominence, and authority of your website requires vigilance including:

  • Keyword Research: Content on every webpage should target the specific terms your audience searches related to family law, divorce, child custody, and other practice areas.
  • Link Building: Building authoritative and relevant backlinks from reputable sources to improve website authority and search visibility.
  • Local SEO Optimization: Ensuring consistent NAP (Name, Address, Phone number) information across all online directories and local listings.
  • Google Business Profile (GBP): Claiming and optimizing your Google Business Profile helps you appear in local map results.
  • Schema Markup: Implementing schema markup to provide search engines with structured data about the firm, services, and reviews.
  • Google Maps Integration: Ensuring the firm’s location is accurately displayed on Google Maps to enhance local search visibility.
  • Reviews and Ratings: Encouraging and managing client reviews on platforms like Google and Yelp to build trust and credibility.
  • Local Link Building: Acquiring local backlinks from authoritative sources within the firm’s geographical area.
  • Local Content: Creating content tailored to local events, news, and legal issues relevant to the community the firm serves.
  • Tracking SEO Metrics: Monitoring Google Analytics, Search Console, lead performance, and online reviews to measure the effectiveness of SEO efforts.
Law Firm SEO

PPC (Pay-Per-Click)

One of the most cost-effective forms of family law advertising, pay-per-click (PPC) allows your firm to appear at the top of search results rapidly.

By choosing specific keywords related to family law issues and carefully managing your budget, even small firms can reach high-intent clients seeking legal assistance.

When your organic results do not rank high, PPC supplements SEO by appearing in paid search positions.

Family law attorney PPC includes:

  • Keyword Research: Targeting relevant long-tail keywords and phrases is vital to executing cost-effective PPC.
  • Ad Copywriting: Compelling ad copy highlights your firm’s unique selling points and services.
  • Geo-Targeting: Targeting specific geographic areas to effectively reach potential clients.
  • Ad Extensions: Using extensions to provide additional information and encourage conversions.
  • Bid Management: Strategically managing bids for prominent ad placement.
  • Conversion Tracking: Implementing tracking to measure campaign effectiveness.
  • A/B Testing: Conducting tests to identify the most effective ad variations.
  • Remarketing: Re-engaging website visitors to encourage inquiries.
  • Ad Platforms: Utilizing major PPC platforms for broader reach.
  • Budget Management: Setting budgets to control advertising costs and maximize ROI.

Google Local Services Ads

Google Local Services Ads appear at the top of Google search results for prospective clients in your immediate area.

LSA also provides a trust factor, as Google verifies and displays your attorney’s profiles to users. For family lawyers and law firms with a small online presence, LSA can be a game-changer with the proper management.

Specific features of Google Local Services Ads include:

  • Pay-Per-Click Model: Like standard Google Ads, you only pay when potential clients contact you directly through the ad.
  • Verification Badge: Google verifies family lawyers that qualify for Local Services Ads, adding a trust factor for potential clients for the entire law firm.
  • Local Targeting: Ads appear to potential clients searching for family law services specifically in the target area you serve.
  • Ratings and Reviews: Local Services Ads prominently display your average rating and the number of verified reviews, allowing potential clients to evaluate the firm’s reputation at a glance.
  • Booking and Messaging: Clients can book appointments or send messages directly through the ad, streamlining the communication process.
  • Local Pack Placement: Local Services Ads are at the top of the search results page in a distinct “Local Services” section, increasing visibility and click-through rates.
  • Budget Control: LSA management can set a weekly budget to manage advertising costs effectively and ensure your advertising yields strong ROI.
  • Service Categories: Specify the types of family law services you offer, such as divorce, child custody, or spousal support, to ensure you reach ideal clients.

Social Media

Social media platforms provide a powerful avenue to connect with your audience on a deeply personal level.

By sharing a regular cadence of educational content, thought leadership, and authentic client testimonials, you can not only foster trust but also position yourself as a true authority in the field of family law.

Additionally, the various platforms employ precise ad targeting to reach more family law clients.

This dynamic blend of engagement and strategic outreach can be a game-changer for family law firms.

Social media for family law firm marketing includes:

  • Content Sharing: Firms can share informative and educational content related to family law including legal updates, case studies, and client success stories.
  • Targeted Advertising: Social media platforms offer advanced targeting options, allowing family law firms a wide range of PPC ads.
  • Engagement and Interaction: Social media allows firms to engage with their audience through comments, likes, and shares, fostering a sense of community.
  • Visual Content: Dynamic images, infographics, videos, and other graphic enhance engagement.
  • Client Testimonials: Client testimonials and reviews on social media platforms can build credibility and trust among potential clients.

Email Marketing

Stay at the forefront of clients’ minds while delivering tangible value to your email subscribers. Many family law issues like child support and changes in child custody require ongoing services.

Email marketing is not just a communication tool; it’s a potent way to nurture and enhance client relationships. By regularly sending out newsletters, legal updates, and valuable resources to satisfied clients, you can earn referrals and serve your clients in other practice areas.

Specific features of email marketing include:

  • Client Segmentation: Tailoring your emails based on client needs or past interactions to improve relevance.
  • Personalization: Personalize your email content, addressing clients by their names and referencing their specific legal requirements.
  • Automated Campaigns: Automation streamlines follow-ups and appointment reminders, enhancing client engagement and retention.
  • Educational Newsletters: Keep your audience engaged and interested by dispatching regular legal updates, informative articles, and valuable resources.
  • A/B Testing: Continuously refine your email marketing strategies by conducting A/B tests on subject lines, content, or visuals.
  • Analytics and Reporting: Leverage the insights into metrics such as open rates, click-through rates, and conversion rates.


Creative services make a powerful and lasting impression on prospective clients. Powerful branding nd visuals convey your unique identity and message effectively.

Through creative services, you can craft a cohesive and visually engaging brand identity that not only distinguishes you from competitors but also instills confidence and professionalism in the minds of your audience.

Specific creative services for family law firms include:

  • Branding: Developing a unique and memorable brand identity for your family law firm, including logos, color schemes, and visual elements.
  • Graphic Design: Designing visually appealing graphics and imagery for use in marketing materials and your website
  • Collateral: Crafting custom marketing materials, such as brochures, flyers, and business cards, to promote the firm’s services.
  • Video Production: Producing informative and engaging videos, including client testimonials, educational content, and promotional videos.
  • Multimedia Presentations: Creating interactive and multimedia presentations for seminars, webinars, or client meetings.
  • Print and Digital Ads: Designing eye-catching advertisements for both online and offline marketing channels.
  • Consistent Branding: Maintaining a consistent visual and messaging style across all creative materials and marketing channels.

Content Marketing

Producing high-quality, informative content across all of your web pages, landing pages, and other marketing provides valuable information. A well-executed content marketing strategy helps attract, engage, and convert leads into new clients.

Applying a consistent brand language also nurtures existing clients who may need ongoing legal services for spousal and child support.

Specific features of content marketing include:

  • Blog Posts: Creating informative blog posts that address common family law questions, legal issues, and client concerns boosts SEO and user experience.
  • Legal Case Studies: Sharing success stories alongside your law firm’s services helps visitors learn about their options.
  • Infographics: Creating visually appealing infographics that simplify complex legal concepts and statistics for easy understanding.
  • Videos: Producing video content to provide in-depth insights, legal advice, and answers to frequently asked questions.
  • Evergreen Content: Creating content about property division, child support, and other family law continues to attract traffic and engagement.
  • Podcasts: Hosting a legal podcast or guest appearances qualifies your expertise on relevant family law topics.
  • Legal Resources: Offering downloadable legal resources, such as templates, checklists, or FAQs, demonstrates your firm’s legal expertise.
  • Consistency: Maintaining a consistent publishing schedule keeps your audience engaged and improves SEO.
Professional Marketing For Family Law Attorneys

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Family Law Marketing Ideas

For individual family law lawyers and larger family law firms, gaining insights into marketing is crucial for understanding whether to create an in-house marketing plan or outsource to a professional agency.

Digital marketing and search engines have revolutionized how people search for professional services, including family law practices. The following frequently asked questions address some of the most common inquiries that Valve+Meter encounters when family law firms are exploring online marketing strategies.

When promoting legal services related to family issues including divorce, child custody, and spousal support, marketing must consider the emotions of potential clients, but also demonstrate your legal expertise.

Digital marketing places your family law firm website at the center of your strategy. Incorporating tactics including search engine optimization, paid search advertising, email, and social media marketing, lawyers connect with potential clients where they most commonly seek legal assistance.

Optimizing your website involves ensuring it’s mobile-friendly, user-friendly, and provides valuable content related to family law topics. Professional agencies offer services like SEO audits, website consulting, and paid advertising analysis to review and optimize your current website.

Success can be measured through website analytics, tracking keyword rankings, monitoring social media engagement, and evaluating the performance of advertising campaigns.

In performance marketing measuring success should focus on the marketing efforts that yield acceptable ROI. This perspective eliminates wasted ad spend and helps efficiently grow more clients for your firm.

Just as potential family law clients research a divorce attorney, attorneys should consult with professional marketers who align with your core values.

Next, ensure the marketing agency provides all of the services you need and understands your goals. Building a comprehensive marketing strategy is an intensive and ongoing partnership. By working with the right marketing professionals you can achieve sustainable marketing that nurtures growth in your firm.