If you are sick of being bombarded with advertisements everywhere you look, so is everyone else. The good news is that family law marketing will not make or break the success of your law firm the way it does for other businesses that must constantly compete for the attention of clients. Advertisements do not determine whether someone needs to review a prenuptial agreement or modify a parenting plan. There is no substitute for providing efficient, affordable legal services; a family lawyer cannot take away the pain of divorce, but you can certainly avoid making your clients’ problems worse.
Likewise, there is no substitute for filing a unique niche; if you are the only law firm in Pippa Passes, Kentucky that only works on family law cases, you are the obvious choice for your main client base. For that matter, simply not being a “door lawyer” when you work in a rural area will make you stand out. Likewise, if you are the only family lawyer in your corner of the Denver metro area who is bilingual in English and Somali, a substantial number of clients will choose you simply because of the convenience of being able to communicate with you without an interpreter. Despite this, most clients of law firms, no matter where they live or the nature of the legal matter with which they need help, find their lawyers through a Google search. All family law attorneys need an online presence.
Tips for Family Law Marketing
Your Blog is the Cornerstone of Your Online Presence
These days, it is easy to find templates for do-it-yourself business websites, so whether you hire a professional web designer or build your own site depends on your budget and how much patience you have for computer-related tasks. If you look online for how to make an effective business website, you will probably read that your website should include keywords for which your clients are likely to search, such as “Tuscaloosa family lawyer” and place them at locations where Google’s bots are likely to notice them, such as in the title of your homepage, your domain name, and the last sentence of the first paragraph of body text.
The home page is not the whole story. Your site should also have its own pages for your various geographic areas and practice areas; remember that Google ranks individual web pages, not entire websites. Therefore, you need separate pages for “Miami divorce lawyer,” “Fort Lauderdale divorce lawyer,” “Miami child support lawyer,” and “Fort Lauderdale child support lawyer.”
Google also gives you credit for updating your website frequently. Therefore, you should add a blog to your site and add at least one new post per month. Do not overthink your blog content; your blog posts will naturally add to the keyword diversity of your site. Just be sure to include internal links to your contact page and your practice area pages.
Embrace the Online Reviews, Even the Negative Ones
Online reviews win you points with Google, too. Remember that, on the Internet, there is no such thing as bad publicity. Even if a disgruntled client, or even your disgruntled ex, left you a negative review, it is one more instance of your law firm’s name on the Internet. If a customer writes a negative review, do not write a publicly visible snarky response; this will only make you look petty. Instead, contact the customer directly and try to make amends. This may persuade the customer to modify the negative review, take it down, or even recommend your law firm to friends through word of mouth.
Experiment With Video Marketing Content, but Take It Slowly
For years, digital marketing experts have been telling businesses that they should pivot to video in their content marketing strategy, but this does not mean that you should scrap your successful blog and immediately start mugging for TikTok videos instead. Some types of law-firm-related video content can be helpful; clients who live too far away to hire you may even watch and share your videos. Producing videos costs a lot more time and money than simply typing a blog post in the dentist’s office waiting room or during your child’s karate lesson, though. Start slowly when adding video content to your family law marketing budget. Set aside X amount of money to make a few videos of different types, and see how viewers respond. Do they like the 60-second animations about the stages of a contested divorce, or do they prefer the 10-minute video that walks them through how to write each provision of a prenuptial agreement, even though it is just talking heads and screenshots? Depending on how audiences respond, you can decide what type of videos to make more of in the future.
Published on:
