One of the many keys to effective marketing is getting in front of your potential customers or clients at the right time – when they need your services. Digital marketing has matured a lot over the past decade, continues to change and is becoming increasingly important for divorce and family law attorneys seeking to attract new clients.
Why?
A Nielsen company study found that the average american spent 10 hours and 39 minutes of screen time in front of a TV, phone or laptop. This is where your firm wants to appear when they end up looking for a lawyer to help with their family law matters.
In this article, we’re going to look at the most effective online marketing strategies that family lawyers can use to generate more calls, inquiries, appointments and clients.
Get More Clients with Internet Marketing for Family Law Attorneys
Below are the top online marketing strategies that can help your law firm drive more leads, calls and clients. We provide an overview of each digital marketing channel and provide further resources you can use to learn more about each.
SEO for Divorce Lawyers
Search engine optimization is the activity of optimizing your website and its content to appear organically in the search results and drive more traffic. Like with a brick and mortar business, location is everything. Appearing in the first page of results is key, since page 2 receives less than 6% of all website clicks from search.
Ranking for keywords such as “divorce attorney” in your location can generate a lot of traffic and a serious amount of business. These are known as transactional keywords since people performing these searches are more likely to be ready to call a lawyer.
However, optimizing for informational queries can also be an effective way to drive more business as potential clients are likely researching their questions before they’re ready to call a lawyer.
Attorney SEO is very competitive because of how lucrative it can be, so working with the right partner is essential to your success. When performed correctly, your SEO strategy will get your phones ringing and setting new initial consultations on a consistent basis. With the proper resources, investment and law firm seo agency, organic search could easily end up being your largest source of new clients.
Check out our article on SEO for Divorce & Family Lawyers to see how you can profit from first page rankings in your local market.
PPC for Family Law Firms
Pay-per-click advertising is an effective way to drive traffic to your website. There are many forms of PPC ads for lawyers, including search ads (appearing in search engines like Google and Bing) above and below organic results, display ads, video ads and social ads.
Any of these channels can be effective in driving new business for family lawyers, but for those that are getting started or have more room to grow, search ads are the best way to start. Offering competitive, near-perfect market pricing through its auction bidding system, CPCs are determined in real-time based on what other competitors are willing to pay.
Google also offers local services ads which are a relatively new advertising product that divorce attorneys can also take advantage of. These only charge you for new leads, instead of clicks. Learn more about Google Ads for Divorce & Family Lawyers to see if it’s the right fit for your firm.
Once your firm has a solid footing in Search PPC, you can expand into display ads and other pay-per-click mediums that can help fuel further growth.
Social Media for Family Law
Social media marketing has been all the buzz in recent years. Should family lawyers take advantage of it? Absolutely. Why?
A significant portion of the 10-plus hours of daily screen time is on social media, be it Facebook, LinkedIn, Instagram or budding networks looking to join the incumbents club.
Posting articles from your website, sharing information and tips are an excellent way to broaden your base of followers and appear in news feeds of potential clients. This is a powerful channel for divorce attorneys to incorporate into their online marketing strategy.
Check out our social media tips for lawyers as well as what types of content to post on social media.
Blogging & Content Marketing for Divorce Attorneys
Blogging and content marketing for divorce and family lawyers is important as it provides the fuel for other marketing efforts and channels, including SEO and social media.
The majority articles that you publish on social media should reside on your blog for more control and ownership over the traffic. Driving them from their social network’s news feed to your website means a better chance of converting traffic into leads. Articles can also build value for your search engine optimization efforts as they can rank for keywords and searches that potential clients in your area are searching for.
Blogging and content marketing is very much a “two birds with one stone” tactic that is recommended for virtually all family law firms in metropolitan areas or serving clients statewide.
If you’re interested in learning more about blogging for your law firm, check out our blog content ideas for lawyers to see what type of content might fit your firm’s preferences and overall marketing strategy. We also have an article specifically with copy and content topics for your family law website.
Websites for Divorce & Family Lawyers
At the heart of your family law firm’s digital marketing strategy is your firm’s website. This is where you’ll want all roads to lead to in the great and ever-growing internet.
Having a professional looking website that builds trust and authority with visitors is important for generating more leads and calls. But it could be much more than that.
Your website shouldn’t be just an online brochure, but a lead and sales generating machine, operating 24/7 while you’re at work and at home. Your blogging, paid ads and SEO efforts will almost entirely be aimed towards boosting the visibility of your website and increasing traffic.
There are many aspects to consider when designing your family law firm’s website, including whether to do it yourself or hire a professional web designer.
Because it’s at the core of your online marketing efforts, make sure to prioritize your firm’s website and pack as much value into it as possible. Ensure that it supports your marketing objectives and sets you up for success.
Video Marketing for Family Lawyers
Video marketing is a digital medium that is continuing to grow in popularity by consumers and businesses.
Think of video marketing as the Blog 2.0 format, both complimenting and in some instances replacing blogs. Blogging and written content will continue to be powerful and the dominant channel for years to come, but video opens up new opportunities and is highly effective on your website and 3rd party sites, including social media.
The simplest form of video marketing for family law attorneys to use is “vlogging”. Use it to record FAQ style videos where you answer questions that people are searching for.
Transcribing video allows you to offer the same content in two formats, improving your SEO and likelihood to rank in search results for queries related to your video.
The next level of video marketing include webinars and livestreams on social media networks. These too are growing in popularity and are even favored algorithmically over static text and photo posts by social media networks.
However you end up using video in your online marketing plan, it’s a powerful tool for business development and lead generation, especially since your potential clients get to see you, which builds trust and rapport faster and more efficiently, making for higher conversions after you discuss your retainer fees and hourly rate.
Ready to Make Your Family Law Firm’s Digital Marketing Strategy Work for You?
If you’re looking to take your family law firm to the next level and generate more cases than ever, then online marketing can help you grow and attract more qualified leads and high value cases.
At Zahavian Legal Marketing, we have years of experience ranking businesses and law firms for the keywords that matter, building social followings and getting relevant advertisements in front of people ready to call an attorney.
To find out if we can help and if we’re a good fit for your firm, schedule a discovery call with us to learn more about an online marketing solution that meets your firm’s needs.
