Every business owner faces unique challenges in making their brands more visible and reaching more clients and customers. Law is a crucial industry and one of the most competitive for those working within it. Every attorney in the United States constantly strives to reach new potential clients and turn them into current clients. Family law is particularly active in every region of the country.
If you operate a family law firm, marketing your firm is essential for continued growth and profitability. While you have many day-to-day concerns when it comes to running your business, it is vital to give your marketing efforts the attention they deserve and consistently revisit your marketing strategy to look for potential for improvement. This can be a demanding task for any business owner, especially one as busy as a family law and divorce attorney.
RizeUp Media specializes in website development, content strategy, and digital marketing for law firms across all practice areas in the US. Whether you run a full-service family law firm, focus on a few types of cases, or provide broader legal representation in more than just family court, the right marketing strategy is essential for your continued success. Our team has worked with many family lawyers throughout the country and has developed a few effective techniques for enhancing your firm’s marketing strategy.
Digital marketing is a requirement for doing business in the modern world. Virtually everyone uses the internet every day to work, shop, socialize with others, and manage their household finances. Most people also use the internet to research their options before making a purchase or an investment.
When someone needs a family law attorney, they are very likely to turn to the internet to begin their search. When they do, you want your family law firm to top their search result pages, which will position you as a reliable authority they should investigate further. A cohesive, detailed, and routinely adjusted marketing campaign is the best way to ensure a potential client clicks to your site, quickly acknowledges your credibility and value, and takes the next step by contacting your firm and converting to a client.
Every firm faces unique geographical challenges and localized competition in its marketing efforts, and family law is incredibly competitive. This area of law pertains to marriage-related cases, divorce, adoption, domestic violence, and many other legal issues involving members of the same family or household. If you are targeting a specific geographic location, the people living in the area will require the services of experienced family law attorneys eventually. Your internet marketing strategy should position you as their best option when they search online for legal representation.
Attorneys in all practice areas require constant streams of new clients. Some cases can take a long time to resolve, which ensures a steady income for a law firm. However, eventually, attorneys must focus their attention on attracting new clients. Because modern consumers use the internet as their first step toward making most purchases, you can expect your target clients to search for local family lawyers online before contacting potential candidates and arranging consultations.
If you want to attract more business to your family law firm, it is essential to understand what modern digital marketing requires and what type of marketing efforts should command the bulk of your attention and marketing resources.
Pay-per-click (PPC) advertising offers a fantastic return on investment compared to many other options for paid digital marketing available today. If you want your website to consistently top search result rankings when search engine users perform searches for your preferred keywords and phrases, it’s essential to investigate PPC advertising.
Imagine a person in need of a family lawyer in Los Angeles. They may begin their internet search by Googling the phrase “Los Angeles family law attorneys.” Their search results are likely going to look like this:
The search results on page one show the business listings for the top-rated family lawyers in Los Angeles. To appear among these top results, local attorneys must complete Google My Business profiles for their law firms and bid on the keyword phrase “Los Angeles family law attorney.” The bid price determines how much the firm pays every time a search engine user clicks on their sponsored ads. Below the Google My Business labels and mini-map at the top of the search results page, the user can find additional information:
Search results show a few common questions search engine users have about family law and family lawyers in Los Angeles, followed by various resources for locating attorneys in the area and links to some of the highest-ranking family law firms in Los Angeles.
Your search engine optimization (SEO) strategy can help you increase your chances of your website appearing among the top search phrases relevant to your firm, but a PPC ad campaign can potentially ensure you top search results every time someone uses your preferred keywords or phrases. Remember that it’s essential to balance the bid price and lead generation. If your PPC ad campaign costs you more than it’s helping you earn by attracting new business to your firm, you need to adjust it accordingly.
Does your website instantly convey credibility and value to potential clients? Is it accessible to a wide audience, containing valuable information about the types of family law cases your firm handles? Every modern business in the digital age should be using its website as its content hub and the center of all the interactions it has with leads and potential clients. Your website should be easy to navigate, contain valuable and relevant information, and you need to regularly update it with new content. There are a few essential considerations for constructing a new website for your family law firm or enhancing an old one.
The content you publish to your website serves two important purposes. First, your content provides valuable information to website visitors and potential clients. People in need of family law representation will browse local attorneys’ websites, evaluating each potential lawyer’s experience level, availability, and depth of professional knowledge. Second, content geared for SEO ensures search engines like Google reward you appropriately for the quality of your content.
Your website needs to be visually engaging and easy to navigate. While family law is complex, you do not want to overwhelm visitors to your site with massive walls of text stuffed with complex legal information. Instead, visitors should be able to click on your different web pages easily and seamlessly, and the design of the site should be tailored to ensure a positive user experience.
While your firm’s website presentation is crucial, its back-end performance capabilities and construction at the coding level are also important. A potential client is unlikely to spend much time on a lawyer’s website if the pages load slowly. An experienced web development team is an ideal resource to consult if you want to ensure your firm’s site runs as quickly and as smoothly as possible.
Responsive design is crucial today as most people use their smartphones and handheld connected devices to browse online. If a potential client needs your firm’s services, they are likely to begin their online search using smartphones or mobile devices. Responsive design means your website “responds” to the device on which it is viewed, rearranging the display of your site content for a better user experience. Your website development team can ensure your site performs admirably on a wide range of mobile devices.
Ultimately, optimizing your website is not a “once and done” concern for your business. You will need to consistently evaluate your site’s performance and make necessary changes as your firm expands and grows. Working with a reliable web development partner is one of the best ways to ensure your site continues offering actual value in the future.
While the construction of your site and the arrangement of your sitemap are crucial considerations when it comes to marketing your family law firm, you must also put effort into everything you publish on your site. Google and other search engines prefer regularly updated websites, and blog posts are an ideal solution to ensuring you receive appropriate ranking increases for the content you publish.
Your blog content should be densely packed with valuable and relevant information. While your site’s practice area pages can cover the essential elements of the different cases your firm handles, blog posts can offer deep dives into more specific topics. For example, if your firm specializes in divorce representation, your divorce practice area page can cover the basics of what a divorce case entails in your state. You could then develop blog posts around specific topics related to divorce, such as property division, determining alimony, and more.
The primary purpose of your blog is to provide leads with valuable and engaging content that builds their trust and positions your firm as a reliable source of family law information. The secondary purpose is to enhance your overall SEO strategy. Since search engines prefer regularly updated sites, every blog post you publish inherently bolsters your overall SEO success.
Social media is an unavoidable and incredibly effective modern marketing tool. Virtually every brand has some social media presence, from major corporations present on every major social media platform to small local shops that may only run Facebook pages. Your family law firm should be engaging with prospective clients on the social media platforms they use most. An experienced digital marketing team can help you identify which platforms will resonate with your target clients most to focus your efforts on those platforms.
A social media marketing campaign should be engaging, informative, and cost-effective for drawing new business to your firm. It can entail many things, from detailed explanations of the types of cases you handle to “Ask Me Anything” experiences that allow your followers to ask you questions in real time. Your marketing advisor can help you devise an inventive and effective social media campaign to draw new clients to your firm.
If you operate a family law firm anywhere in the United States, you are consistently embroiled in an incredibly competitive industry. Marketing requires consistent attention and effort, which can be difficult for any professional business owner like a family law attorney. Running your firm is demanding, and you may need assistance from an experienced digital marketing team to address your ongoing advertising concerns so you can focus on your day-to-day operations.
It’s natural to have many questions about how you can market your family law firm more effectively. The following are some of the most frequent questions we hear from attorneys who want to enhance their digital marketing. Review our answers and start thinking of questions specific to your firm’s target client base and marketing goals.
Marketing is vital for every modern business. Since so much business is done online today, business owners must ensure their potential clients and customers can find them online, and a digital marketing plan is essential. A multifaceted marketing strategy can help you connect with your core audience, cultivating trust and building your firm as a recognizable brand in your geographic target market.
Remember, attorneys thrive when they have steady streams of new clients ready for representation as they complete previous clients’ cases. A marketing plan ensures a firm is prepared to attract new business when there is a lull between cases or when the firm expands to cover new practice areas.
Marketing connects a business with its target market, helping it reach new prospective clients and customers using various strategies. Every business will have unique marketing challenges and opportunities, and effectively leveraging these can ensure long-term growth and success for the business. For example, marketing enables a law firm to connect with potential new clients, provides helpful information and insights to people struggling with family law matters, and offers professional assistance to those who need legal representation the most. Ultimately, an effective marketing strategy looks different for every family law firm, and an experienced digital marketing agency can help your firm unlock its full marketing potential in digital spaces.
Lawyers are unique professionals beholden to strict standards and codes of professional conduct. It’s natural to wonder whether it would be unethical for an attorney to advertise their services. Put simply, lawyers need to attract new business just like any other enterprise. There is nothing unethical about marketing your family law firm as long as you do not make promises you can’t keep, do not offer specific legal advice, and follow through on commitments made in your marketing materials. All your marketing efforts should be honest representations of your firm’s professionalism, capabilities, and experience.
As a business owner, it’s vital for you to carefully evaluate the return on every investment you make for your business. If you plan to spend money on advertising your firm, you must be sure every dollar is well spent. Unfortunately, there is no single formula for calculating how much you should spend on advertising. Every firm will have unique challenges and budgetary concerns regarding ad spending. Working with an experienced marketing partner is one of the best ways to make your marketing efforts more cost-effective. In addition, the right marketing team can help you take full advantage of the marketing options available to you, enhancing the overall efficacy of your marketing strategy.
If you have concerns about paying for a marketing team to assist you, remember that just like your potential clients need the best legal representation, you need the best marketing guidance to ensure your firm continues to excel. It’s well worth the investment of hiring a professional marketing team to assist you as long as you are confident they can deliver the results you expect to see.
Google Ads is one of the most effective digital advertising available to business owners today. Most people performing searches online for the products and services they need every day use search engines to find information, and Google commands the lion’s share of all search engine traffic in the United States. Therefore, it is crucial to consider the Google Ads platform to develop your digital marketing strategy.
Any law firm can find incredible potential in Google Ads. Using this platform, you can construct carefully tailored keyword lists that help your content rank higher in search result pages, driving more traffic to your site. You can also use the Google Ads platform to track web traffic to your site over time, and this will show you how the majority of your website visitors are finding your site.
One of the best advertising options available through the Google Ads platform is Google My Business. This tool allows you to create an easy-to-read listing that appears directly in relevant search results. When a search engine user clicks your Google My Business listing, they will instantly see a snapshot of your website and valuable information, including your contact details and a link to your site. In addition, Google My Business listings are locally focused, so you can dominate local search traffic if you invest appropriate time and effort into constructing your listing. Another feature that is useful to attorneys advertising on Google is the “Google Screening” feature also know as Google Local Service Ads for lawyers:
When a user searches for professional service providers like attorneys, the top of their search results will show sponsored ads for relevant attorneys that Google has thoroughly vetted. So, ensuring your family law firm appears in these top results is a surefire way to drive traffic to your website.
Ultimately, Google Ads is essentially a requirement for modern digital advertising. Therefore, you should work with a marketing team that knows how to leverage the power of this platform on behalf of your firm.
Social media has quickly grown into one of the most influential and prolific advertising channels on the planet. Most adults use social media daily, and these platforms are ideal for business owners who want to connect with their target audiences on more personal levels. You should invest the time to create social media profiles on the platforms your target clients use most. However, it’s important not to spread your efforts too thin across multiple platforms and regularly update your profiles. It’s also vital to take time to engage with your followers, answer their questions, and publish content that aligns with the needs and concerns they convey in your interactions with them.
Yes, attorneys can advertise on social media, and it can be incredibly effective when done correctly. For example, you could convey real value and authority to your followers by answering general legal questions in real time, making detailed suggestions for the problems they mention in comments, and organizing live events.
Running a family law firm is very challenging, and attempting to manage a digital marketing campaign while operating a firm is all but impossible without assistance. A robust digital marketing strategy is essential for building a brand identity for your firm and reaching your target client base. RizeUp Media specializes in digital marketing for attorneys, and we have helped hundreds of firms covering all practice areas in all regions of the United States with their marketing efforts. If you are ready to take your digital marketing strategy to the next level, contact RizeUp Media today to learn how we can assist your family law firm.
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