Family Law Marketing

Internet Marketing For Family Law & Divorce Lawyers

Family law marketing involves advertising for law firms that specialize in legal matters relating to divorce such as child custody, parenting time, etc. These issues are often highly sensitive and require a certain type of verbiage and level of understanding when constructing your marketing plan.

When we help family law attorneys advertise online, we ensure our content highlights the individual aspects of family law with a focus on our client’s most desired cases. The legal marketing strategies used by our experts have been thoroughly researched, analyzed, and tested. These strategies have produced substantial results including doubling the amount of website traffic and leads for a Michigan based family law practice.

Family Law Marketing Strategy

Search Engine Optimization and Paid Search Advertising are arguably the most powerful internet marketing verticals available for law firms today. With 3.5 billion searches per day, nobody can deny the power of having your name appear for your desired searches on Google. This is particularly true for family law attorneys as almost 50 percent of marriages in the U.S. end in divorce.

In other words, more people than ever before are searching for divorce lawyers and legal advice online. With this in mind, we base our marketing strategies on proven methods to ensure client’s receive maximum visibility for searches.

These strategies involve using our unique knowledge, expertise, and resources to identify the most lucrative keyword searches for a family law practice. While conducting keyword research, we consider several key factors:

  • The average monthly search volume
  • The relevance of the search to their practice
  • The competition for that search

In other words, the most desirable keywords have a high monthly search volume and are being searched by individuals actively looking for an attorney.

For example, the keyword “Family Lawyer” has 6,500 searches per month and represents a potential client searching for an attorney for this practice area. As you can see from the AHREFS report below, we’ve achieved tremendous success and rankings for this keyword and similar queries.

SEO data chart showing two keywords Michigan Divorce, and Divorce in Michigan that are ranked on the first page of search engines
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After identifying high value searches, we can then optimize a website around these searches to demonstrate authority on the topic. This includes writing well-researched and professionally written articles which covers legal topics relating to these keywords in great depth.

For example, the search term “Divorce in Michigan” has almost 3,000 searches per month. We recently published an article that extends over 2,000 words on this topic. As indicated by the AHREFS report below, the article currently ranks exceptionally well and continues to improve.

SEO data chart showing keywords for a family law firm related to Michigan divorce most of which are ranked on first page of search engines
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Family Law Website Content

The content we write focuses on the key legal issues surrounding family law as well as search terms that we’ve seen produce the best Return on Investment (ROI). We’ll list several of these key topics and search terms below.

  • Family Lawyer
  • Divorce Lawyer
  • Filing For Divorce
  • Child Custody
  • Contested Divorce
  • High Asset Divorce
  • Child Support
  • Parenting Time
  • Same-Sex Couples
  • Unmarried Couples

Family Law Attorney SEO

Having an effective Search Engine Optimization (SEO) strategy can completely transform your legal practice. Although SEO takes a significant amount of time and effort, the benefits are substantial. As previously discussed, the keyword search “family lawyer” has over 6,000 searches per month on Google. As you can imagine, a lawyer who appears at the top of the Search Engine Results Page for this search, receives significant visibility for their legal practice.

Effective law firm SEO strategies include but are not limited to the following:

  • Keyword and competitor research for your practice area
  • Writing high quality content that covers legal topics related to your area
  • Generating Google Reviews from your clients
  • Optimizing practice area pages for clients searching for that type of lawyer
  • Obtaining links from high quality websites related to your practice area

We’ve seen SEO produce substantial results for various legal practices. This includes family law and divorce attorneys. Here’s a graph showing the increase in organic traffic for a Michigan based family law practice using our SEO services.

Graph with a major upward trajectory right above numbers showing a 116% increase in organic traffic and 55% increase in conversions for a family law firmClick to enlarge

Google Ads For Divorce Lawyers

Google Ads (formally Google AdWords) remains the most powerful online advertising platform today. Properly configured Google Ads Campaigns that utilize the right keywords and ad copies can significantly increase the amount of new clients to your legal practice.

These Ads will appear above the Organic Search Results and allow you to display a phone number and craft a specific message to your potential clients. Google Ads is especially great for new legal practices that don’t have a significant amount of brand awareness or website traffic.

At Borealis, we have the knowledge, expertise, and experience to produce top quality Google Ads Campaigns that maximize leads and ROI for any legal practice. We’ve seen substantial success and growth for divorce lawyers who have trusted us with managing their Google Ads Account. Here’s a call log for one of our family law firms that we’re working with. This law firm is using our SEO and PPC management services.

Call log showing 799 SEO and PPC leads for a family law firm for January 1st - September 30th 2020
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