Mastering Family Law Marketing: From Pitfalls to Profit

Sep 5, 2023

Patrick Carver

Patrick Carver, CEO & Founder, Constellation Marketing

If you want my team to just do your marketing for you, click here.

Attracting and retaining family law clients isn’t as easy as it once was. Firms can no longer hinge their business solely on referrals or traditional marketing efforts. Today, implementing effective digital marketing tactics makes genuine a difference.

Our goal at Constellation Marketing is to help you create a steady stream of premium clients who can afford your expertise. We don’t believe in rehashing the same stagnant strategies that are already floating around online. Instead, we are here to share our expert marketing strategies, helping to skyrocket your leads and client conversion rates!

Why You Should Embrace Digital Marketing for Your Family Law Firm?

In today’s virtual world, having a solid online presence is essential for establishing credibility, reaching potential clients, and growing your practice. Check out four reasons why your family law firm should consider investing in digital marketing:

Adapt to Changing Consumer Habits

Consumers are increasingly relying on the internet to search for family law firms. By embracing digital marketing, you adapt to changing consumer behavior and meet potential clients where they are.

Save Money

Digital marketing tends to be more cost-effective compared to traditional advertising. By upgrading your marketing strategy, you can save more money in the long term.

Interact and Engage Potential Clients

Social media platforms encourage you to interact with prospective clients. Showcase your family law expertise and professionalism by answering their questions and comments via social media.

Gain a Competitive Edge

A strong online presence gives you a leg up on the competition. Let our professional marketing experts help you snag the high-end cases you deserve!

5 Family Law Marketing Tactics Not to Use

Let’s look at the potential pitfalls of family law marketing before discussing the best profit-generating strategies.

Television Advertising

TV advertising was once the golden ticket for attorneys seeking visibility, but digital media has taken center stage. It’s expensive to produce and air commercials, and you might find that it strains your marketing budget without garnering a satisfactory ROI.

Outdoor Advertising

Billboard advertising also comes with a hefty price tag, and its effectiveness is hard to measure. Plus, this old-school tactic generally delivers a lower ROI than online family law firm marketing.


Podcasts are excellent for bolstering your brand, gaining visibility, and cementing your authority—but they’re rarely a fountainhead of prospective clients. Crafting top-tier content may be labor-intensive for a family law firm. However, if you’re a podcast enthusiast, it could be a rewarding way to elevate your professional standing.

Video Production

Video marketing is growing rapidly as YouTube and other video sites draw massive crowds. Although videos do spice up your website and social media platforms, they rarely drum up sufficient leads when used as the sole strategy. Producing stellar video content requires a great deal of resources and skills, but the ROI may not justify the expense.

Location-Based Advertising

While the concept of geo-location marketing is enticing, it often falls flat for family law firms. Since the need for family law assistance is highly specific and personal, it doesn’t mesh well with geographical targeting. Consequently, geo-location marketing typically leaves law firms with an unimpressive ROI.

SEO for Family Law Attorneys

In recent years, Constellation Marketing has generated thousands of leads for family law firms, with SEO standing out as the primary source of new business.

How successful can this strategy be? After leaving the public sector, a Constellation client in Missouri started a new family law firm from scratch. By developing a resource center of useful content targeting people with legal issues, their traffic and lead volume skyrocketed. In fact, they sometimes had to turn the phone off because they would get too many calls.

Now let’s delve into a few crucial components of a successful SEO campaign for family law firms.

Top-Notch Website

A state-of-the-art website is the foundation of any thriving SEO campaign. Google loves to share websites with specific attributes: fast loading time, responsive design, and cutting-edge technology.

Seeking inspiration for your next website revamp? Check out our list of top designs for family lawyers.

Engaging Content

Energize your family law marketing efforts by sharing compelling and insightful content. Hubspot is one of the largest marketing companies on the planet, and their data shows that 82% of people feel more positive about a company after reading online content like blog posts.

If you’re stuck with writer’s block, we’re here to help! Check out our handy guide to family law blog ideas.

Local SEO

Local SEO is one of the few areas where you can significantly influence the results without a complicated SEO strategy. What’s the key? Consistently garnering reviews. Master this, and your rise in Google’s search results is probable.

4 Ways to Unlock the Full Potential of Every Family Law Client

As a family law attorney, your clients’ value extends beyond their initial case, especially considering the high client acquisition costs in today’s competitive marketplace. Increasing your client’s lifetime value can exponentially lower your initial acquisition costs over time.

So, how can you turn a single interaction into a long-term, mutually beneficial relationship? Let’s explore five strategies to help you tap into the full potential of every client!

Email Marketing

With a minimal investment, email marketing is a powerful tool for family law attorneys, helping you deliver valuable information to past and current clients. This marketing tactic fosters client loyalty by keeping your family law firm top-of-mind and maintaining a connection beyond the conclusion of a client’s case.

Social Media Presence

According to a survey by the American Bar Association, 35% of law firms that use social media have been retained by a client as a result. This statistic conveys the incredible potential of social media marketing for family law firms.

Though social media may not be where most people search for attorneys, it is ideal for increasing visibility, nurturing engagement, cultivating your brand, and networking.


Speaking of networking, despite its traditional image, networking remains a potent tool in today’s marketing landscape. It complements the strategy of asserting yourself as an industry authority, which we’ll dive into next. It’s always wise to broaden your network and cultivate relationships with prospective family law clients.

Become a Thought Leader

Wouldn’t you like to be viewed as the family law attorney in your region? Fostering a generous, approachable image reaps this type of reward!

Consider disseminating your expertise through talks or articles with your local bar association, advising fellow family lawyers on improving their practice, or writing helpful blog posts on relevant family law topics. The possibilities are endless!

Leverage Client Reviews

Reviews are essential to establish and maintain your reputation as an outstanding family law practice. According to a report by BrightLocal, 87% of consumers read online reviews for local businesses in 2020.

Reviews are an effective tool for enhancing your client conversion rates. If former clients had a positive experience with you, ask them to post their feedback via Google Reviews. Alternatively, they could share it with you to post anonymously on your website.

Why should your family law firm consider investing in online ads?

  • Reach: These platforms have a vast user base, allowing your ads to reach many prospective clients.
  • Targeting: Online ads offers sophisticated targeting options, enabling you to reach people who are most likely to need your services.
  • Measurability: Access detailed analytics to see how your ads are performing and adjust your marketing strategy accordingly.

We’ve narrowed down our favorite online advertising options below:

1. Google Pay-Per-Click Advertising

In the pay-per-click (PPC) advertising landscape, Google takes the cake. When done right, PPC positions your ads at the top of search results, targets the ideal keywords, and provides measurable results. PPC has remarkable ROI potential and offers your family law firm lightning-fast results.

2. Google Local Service Ads

Another suggested online advertising method is Google’s Local Service Ads (LSAs). LSAs are online advertisements that help law firms promote their legal services to prospective clients within a specific geographical area. Instead of paying per click, you’re investing in potential leads.

We’ve employed LSAs for family firms with incredible success. If your local market isn’t yet crowded with LSA competition, it’s time to jump on board!

Turn to Constellation Marketing for Family Law Marketing Assistance

Don’t leave your family law firm’s marketing to chance. Instead, let us bring our expert marketing tactics to the table to enhance your online presence, elevate you above your competitors, and generate leads! Contact us today for your free consultation.

Patrick Carver

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